June 4, 2009NNA/SNA seek ad data

There is reason for optimism in the suburban and community segment of the industry based on Suburban Newspapers of America's quarterly financial reporting system launched last year. Based on four quarters of figures from NNA / SNA reporting groups, for the full year 2008 the overall decline in advertising revenues is estimated at 3.6 percent for community newspapers versus double digit decreases for the industry in general.

All community newspapers — regardless of their affiliation with NNA / SNA — are asked to participate in ongoing quarterly financial reports.

The reporting process is simple and designed to take ten minutes or less. The accounting firm of Dennis, Gartland and Niergarth out of Traverse City, Mich., manages the data collection via a secure, password-protected web-based system. No individual company numbers are ever shared and NNA / SNA has access only to aggregate data. Only total advertising revenue is collected.

NNA / SNA uses the information to benchmark the community newspaper industry against the metro daily industry. Last year this included a call hosted by Wachovia that included participation from over 100 financial executives, national press representatives and industry leaders.

“We seek participation from all community newspaper companies in this collection of data, regardless of performance,” said John Stevenson, NNA president and publisher of the Randolph Leader in Roanoke, Ala. “Despite the challenges we all face, we expect that the results will still paint a much better picture for our segment of the industry than for the regional or metro dailies.”

To participate, simply call or email NNA headquarters at (573) 882-5800 or BrianSteffens@nna.org and provide the complete contact information of the person responsible for filling out the form.

The accounting firm will then be in touch. In addition to the aggregate numbers provided in a public press release, all participants will also receive a bonus quarterly benchmarking report (not available to the public) that will provide comparisons to companies in your revenue bracket (and geography when applicable) based on a large enough sample size.

February 20, 2009Ad networks help sell your community

Sell your community!

Are there offices for a chamber of commerce, economic development or visitor’s bureau within the marketing area of your newspaper? Do you know if there exists a fair board, festival committee or special event coordinator around the communities you serve?

If you answered no, you are not looking hard enough. Check out these sites to see what your community is promoting without you.

— http://missourifairsandfestivals.com/eventCalendar.php
— http://www.visitmo.com/seeallevents/

If you answered yes, they want you to tell them about the statewide advertising packages you can sell them. They want you there today as they are planning budgets now.

Statewide advertising through Missouri Press Service is the most cost efficient way for a community to get people to any seasonal attraction or special event as well as entice business owners and developers to check out the town. When their ad is put in front of hundreds of thousands of people, they will see the results they hoped to receive.

Brochures for you to take to these folks to assist you in selling the ads are available from Missouri Press Service. Just call and ask!

Don’t leave any money on the table when you can promote beyond your newspapers reach – sell statewide networks advertising!

January 14, 2008Pulse Survey speaks volumes about newspaper advertising

**Pulse Research Statewide Market Survey May 2007.
 When consumers need to make an informed choice for shopping, they rely on newspapers nearly 3 times more than the nearest media option (Newspapers 44.3%, TV 18.9%)  (Rural areas..aka weeklies – 48.9%, TV 17.2%)

More than any other medium, when consumers want information on home products, hardware, grocery (45.8), electronics, furniture, real estate, new vehicles, what is on sale or local events (43.1), they turn to the newspaper. Overall, it is THE one source they rely on most for advertising. Not surprisingly, over half of all females polled showed they prefer newspapers for advertising.

Grocers beware. Consumers by a wide margin (66%) depend on newspapers, or inserts, to do their shopping.

What is on sale? Most Missouri consumers, (53%), check a newspaper, or an insert, to find out. That number jumps to 60% for females.

Unlike some media, whose advertising message may be gone in 60-seconds, Newspaper has staying power. Over 1/3 of people who read a weekly newspaper, keep it around for a week or more (dailies tend to be kept for four days). On average a weekly reader will keep a paper for just over four days and the majority (62.6%) of papers are read by more than one person in the household.

While facing at least 1,000 advertising impressions each day, isn’t it nice to know that newspaper readers are committed? Almost half (46.5%) admit they read the entire paper thoroughly. Plus, many read, and re-read, the paper giving advertisers multiple opportunities to impress. Just when you thought the news couldn’t get better, these people then pass the paper to their spouse, significant other, or child. Newspaper Advertising. It pays to be seen.

Daily newspaper readers tend to be interactive. Over 63% are aware of their local newspapers website and nearly all of those people have visited it.

How important is Newspapers in Education (NIE)? A recent study showed that over 33% of those people that do not attained a high school education also do NOT read the newspaper.  (Double Check this stat)

Over 74% of newspaper readers earn $25,000 or more annually.

The older a Missourian gets, the more likely they feel like newspapers cover the community better. Weekly readers in particular feel they get their local news from newspapers.
 
71% of those female weekly newspaper readers polled have home delivery. They also ALL read the paper. Dailies are read at a 96.8% clip.

Female readers (weekly) read inserts at a 54% clip.

Oddly, while newspaper web sites have minimally changed readership habits, it has also sparked slightly higher subscriptions (minute numbers, but interesting).

Are you paying attention to what is going on Jefferson City? Your readers are. 67% (71% female) voted in the last election.

Interesting numbers in that the mean age is 45, income is $62,000 and almost 2/3 of the respondents have no kids at home.
 
 

OLDER NEWS