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Panpa Bulletin : Oct-Nov-December 2007
Newspapers must e ectively pack- age their multimedia stocks to gain and keep savvy and choice-spoilt advertisers, according to a recent INMA report. News consumers are demanding content in increasingly varied ve- hicles and containers. Newspaper companies around the world are striving to meet these needs with print, niche, online, video and mobile offerings. Some are doing it well and others are still evolving. In either case, the advertising depart- ments in newspapers are facing a similar challenge in flexibility and diversification. Advertisers, as always, simply want to chase readers' (and now sometimes viewers') eye- balls (and now sometimes ears) wherever they may roam. The task of the advertising department is to make some sense of the media land- scape as it evolves by defining how many eyes there are, who they belong to and how much they are worth to advertisers. Some answers can be found in INMA's Measuring and Monetising Newspaper Audiences Across Platforms report, which describes itself as "the story of an industry's search for a number and ultimately what to do with that number". It says: "Newspaper companies have long produced multiple products. What they have not done is link the products -- and the audiences that come with them -- to form an over-arching mosaic of local-market geo- graphic information and demographics for the benefit of advertisers." In other words, in the rush to cater for the multimedia needs of modern news consumers, newspapers are a step or two behind when catering for advertisers across the new content platforms they have created. The report highlights a key metric in serving advertisers across a number of plat- forms: unduplicated reach. "Fifty years ago a newspaper publisher producing a single product could count the entire audience of its newspaper as unduplicated reach. But many of today's newspaper companies produce a diverse range of media products. "In terms of modern newspapers, unduplicated reach is the company's total audience of unique individuals. This is the collective audience across the company's offerings, including the traditional newspa- per, the website, free and community titles, and other niche products." That is to say, if 10,000 people read Newspaper XYZ, and 5,000 view its website, but 2,000 of those also read the newspaper, the 'unduplicated reach' (or 'integrated audience', or 'total audience') is 13,000. It is often reach rather than circulation that advertisers seek. The report claims there is a trend for lo- cal advertisers in particular to be more con- cerned with this total audience metric. This is because they would usually aim to reach a certain percentage of the local population. According to the report, national adver- tisers, who work with advertising agencies, can be less interested because the agencies are still structured in 'silos' that deal with different platforms separately. However, pressure from 'big' clients is pushing the agencies towards a more inte- grated approach, over time. In terms of monetising the proven un- duplicated reach of a publishing company, there are two main benefits. Firstly, the advertiser can be given a clearer picture of how many people their message will hit. More importantly, says the report, the "value of unduplicated reach to newspaper companies is that it extends the overall audience", showing the strength of the total reach despite a stagnant or sliding print readership. Along with unduplicated reach, the report declares that frequency is also a critical element in attracting advertisers. It is actually duplicated reach that best carries the baton for the frequency cause. Going back to the Newspaper XYZ example, the duplicated audience would be 15,000. Some of this number would be du- plicates of the same individual people, but repeat hits with the same campaign -- across varied media and within a certain time- frame -- can better serve some advertisers. The report continues to say that the dif- ferences between print and online adver- tising space mean that those two arenas are sometimes best monetised in different ways. The response analysis, immediate click-through and audiovisual possibilities of online compared to the sheer size and at- tention of print need to be weighed against the specific objectives of the client. But beyond reach and frequency, only recently have newspapers realised that their value proposition involves the scope, shape, quality, frequency and engagement of a local audience in addition to the pure size of their reach, according to the report. "Newspaper companies were late to the 'audience' game. While television and radio industries argued audience for the past half a century, newspapers argued copies sold. The new metrics of audience reach cover story 6 PANPA Bulletin October-November-December 2007 By Brett Taylor
August September 2007