Seattle PostIntelligencer, Philadelphia Daily News, Boston

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Can You Hear Me Now??? Finding Media that Finds
Women
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JSHA

• LIFStyle Marketing PR Agency
• Life Influence Factors - Drive preference
  purchase
• Women 25-54 no longer a target!
• LIFStyle identifies variables pressure points

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Breaking Through to Women

• Cluttered Noisy Environment
• 24/7 Lifestyle
• New Message Channels
• Competition for Share of Mind

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Some Facts

• Major dailies folded or on verge of collapse
• Seattle Post-Intelligencer, Philadelphia Daily
  News, Boston Globe, Detroit News, Miami Herald,
  San Francisco Chronicle, NY Daily News, Chicago
  Sun-Times, Christian Science Monitor
• Only 33 of Americans say they would miss reading
  their local paper (PewResearch)
• More than 75 magazines folded in the past year
• O at Home, Domino, Hallmark, Home, Cottage Living
• Womens Magazines still in the Top 10
• Better Homes Gardens, Cooking Light, Every Day
  with Rachael Ray, Cosmopolitan, Elle, O,
  Prevention, Vogue

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Migrating Media Landscape

• Move from Mass Media to Mass of Media
• Demise of print Rise of digital
• Confusion in broadcast Profusion of
  podcasts and vodcasts
• Defined media pool Blogger tsunami
• Scheduled news delivery Anytime -
  anywhere
• Reporting Conversation

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Migration Online Social Media

• 47 of all women have never read a newspaper
  online
• Ages 20-30 20.6
• 31-40 24
• 41-50 40
• 51-60 63
• Only 5 of all women use Twitter
• 47 of all women use none of these social
  networks (Harris Poll)

• 12 of all women read news online daily
• Ages 20-30 23
• 31-40 19
• 41-50 9
• 51-60 4
• 52 of all women have a Facebook or MySpace
  account - but only 18 update their page at
  least once a day

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Finding Media That Finds Women How Effective Are
Media Resources in Reaching the Target???
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Women Media Survey

• Survey of 500 women conducted by phone and online
  during the past two weeks
• Where are women migrating for newsor are they?
• Who are the new Voices of Influence?
• How do we reach women in a relevant way and
  with impact?

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Women in Migration

• Wired Women
• Younger, Web savvy, heavy online users, place
  trust credibility in online sources. Less
  interest in traditional media.
• Transitionals
• Utilize variety of media sources both online and
  traditional. Heavy magazine readers.
• Dabblers
• Tend toward traditional media, but dabbling
  online. More likely to be found watching evening
  or morning news.
• Grounded
• Traditional media sources are focus and generate
  greater credibility. Internet used for personal
  connections.

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Women Print Media
Frequency of Reading Hard Copy
Frequency of Reading Online

• Daily print newspaper
• 34 read daily
• 47 never or occasionally
• Most popular with the Grounded population 50

• Read online newspaper
• 12 read daily
• 47 never
• Highest online frequency with younger Wired Women
  (23 daily) Transitionals (19)

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Women Print Media
Which of the following magazines do you read on a
regular basis?

• Print magazines
• 29 subscribe to 2-3 magazines
• 28 subscribe to none
• Better Homes Gardens, Family Circle, Womans
  Day reach Transitionals, Dabblers Grounded
• People, US, Cosmopolitan, Time, Newsweek hits
  Wired Women
• Cosmopolitan Martha Stewart Living reaches
  Transitionals

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Women Broadcast

• Evening news draws largest audience across
  categories (29) followed by morning news (19)
• FOX most popular overall for news (15) followed
  closely by CNN (13)
• While 20 Wired Women watch CNN, almost 18 dont
  watch the news on TV
• Less than a 50/50 chance women are watching
  morning TV shows (Good Morning America, Today,
  etc.)
• Of the 46 who do, they watch frequently during
  the week
• Mid-day talk news rank low
• For radio, FM pulls best with music the most
  popular format

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Women Broadcast
Which ONE type of the following TV programming do
you MOST frequently watch? Most often?
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Turn on the Internet

• 83 of all women are online for personal reasons
• 96 of Wired Women Transitionals
• 45 of the most Grounded (over 70 years old)
• 39 online for 3 or more hours per day
• Wired Women 71
• Transitionals 49
• Primary use connect with friends family (42)
• Secondary (14) Research
• Wired Women Transitionals seeking
  entertainment/games
• Yahoo and Facebook rank high (14 12) though
  other ranks highest (28)

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Turn on the Internet
What is the primary reason for going on the
Internet?
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Conclusion It Takes the Village to Get Out the
Message
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Electrify the Brainwires

• Multi-Taskers need Multi-Channels
• 360o Communication Outreach
• Online news, Web sites, bloggers, social media
• Traditional news/media resources
• WOM Girlfriends, community, family
• MoM

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How It Works Hersheys Bliss Spray n
Wash Case Studies
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PR Launch Case Study

• Goal Raise awareness and trial for Hersheys
  Bliss
• Target Women (25 54)
• Media Strategy Single Tactic to Inspire 360
  Degrees of Media
• Tactics
• Offline Host 10,000 Hersheys Bliss House
  Parties
• Media Leverage offline tactic to create on- and
  off-line conversations
• Results
• Reached 150,000 women with samples in one weekend
  
• Secured more than 150 million media impressions
• Reached an estimated 10 million consumers through
  word-of-mouth

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PR Launch Case Study

• Goal Raise awareness and drive trial by
  positioning Spray n Wash Bright White
  against chlorine bleach
• Target Women (35 55)
• Strategy Convergence of Media to Achieve 360
  Degree Communication
• Tactics
• Mom Blogger Forum Identify Experts and Advocates
• Spokesperson Mom on the Run Colleen Burns
• Reason to Link / Online Sweepstakes
  ListenToYourClothes.com
• National Launch Event New York Citys Longest
  Clothesline
• Results (To Date)
• Generated 130 million media impressions (50
  online / 50 offline)

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360 Degree Communication Connecting Online,
Offline and in Between
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JSHA Public Relations