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Panpa Bulletin : Oct-Nov-December 2007
"This is the equivalent of basing advertis- ing decisions on the number of televisions or radios instead of the number of people tuned in. "For newspapers, the ultimate goal should be to deliver the target audience that the advertiser desires." Developing an audience profile allows newspapers to not only compete with other media but to deal with advertisers on a scale that was previously impossible. "[Audience profile] enables a newspa- per to pursue advertisers that do not see the core of the printed product as a viable advertising medium for them. Those same advertisers might see a combination of other products as an advertising possibility. "For example, if a newspaper company has locally oriented products that are micro-zoned, you can get advertisers that could never afford to be in the newspaper." The report also concludes that many advertisers will be driven more by ROI results than by numbers, particularly in smaller markets, increasing the importance of targeting only the right people. Between reach, frequency, and qualita- tive findings, newspapers have a number of weapons in their arsenal for selling ads into print, online, or both. Despite research and interviews with senior newspaper executives and advertisers around the world, the INMA report couldn't determine set guidelines for how best to use the various measurements it discussed. It found different selling strategies were being used depending on factors such as the size of the market, the level of competition or how knowledgeable the advertisers were. But the key strain that ran through all its findings was that the best tactic was to simply meet the needs of its advertisers. If the advertiser needed maximum cov- erage, unduplicated reach was presented. If the advertiser needed a more sophisticated campaign, a print-plus-online synergy was created to best achieve the goal. And if the advertiser needed to reach the wealthy 20-somethings of a region, the newspaper could explain how many of that demographic it reached and how many times per day it reached them, and then package some niche and online space that would target the group for an efficient cost. So as the non-print components become more prominent, it's important that adver- tising people in newspapers stay as flexible as their editorial counterparts. They must also have the data at hand to put together a package to serve any advertiser, with first thought to their unique goals and needs. CONNECT Measuring and Monetising Newspaper Audiences Across Platforms was written for INMA by L. Carol Christopher. The full report contains chapters on research methodologies, de ning reach and frequency, and advertiser education. To obtain a copy, contact Maria Terrell, Associate Director, INMA. email@example.com cover story Aleading marketer called for the release of sectional readership data at the 33rd annual Caxton Awards advertising conference in October. Meat Livestock Association's marketing general manager David Thomason told conference delegates that the lack of sec- tional readership data left him "without the confidence to buy anything other than early general news". Speaking to the PANPA Bulletin after the conference, he said advertisers like the MLA needed to know "who's reading what section" to better integrate newspaper space buying within their overall commu- nications strategy. "We need much richer information about the sectional readership so we can reach the fragmented audience, the particular demographic or sociagraphic, we're targeting as part of our media strat- egy," he said. "Over the years, various newspapers have presented proposals selling their sec- tion covers to me but when I have asked them 'How many people read it? How old are they? What are their incomes?' they say they're unable to disclose this information. "I say if you're not prepared to disclose your figures I'm not prepared to invest my dollars," he said. "You're asking us to buy on trust -- to trust that a newspaper buyer reads all sections of the newspaper equally." "It's like asking me to buy space on Channel 7 rather than Dancing with the Stars even though we all know that differ- ent audiences watch different shows -- and we all know that newspaper readers read different sections." Thomason's public call for the release of newspapers' sectional readership data was warmly welcomed by his advertising industry peers. Fusion Strategy managing director Steve Allen said his business has been quietly championing the cause for around 20 years. "Although we haven't written any nasty letters, we've asked publishers to release the data many times. "From our point of view, and our clients' points of view, newspapers are the laggards in the industry," he said. "Radio can tell us how many people are listening in 15-minute sections and TV can tell us who's watching second by second, yet newspapers continue to claim they can't tell us how many people are reading individual sections?" "We know the newspapers do in fact hold a reasonable amount of data about their sectional readership so why don't they tell us? We're not asking for individual page traffic -- we just want to know who's reading the sections." Thomason said newspapers shouldn't fear the release of sectional readership data as "advertisers know that sections don't have the same readership numbers as the host publication". Meanwhile, Matt Balogh, managing consultant at McNair Ingenuity Research (former group marketing services manager at News Ltd and consultant to Fairfax), agreed that advertisers intuitively know that sectional reading is highly segmented. "I guess they [newspaper publishers] are nervous about the market reaction to the level of segmentation of sectional audiences," he said, "but I believe that after an initial settling in period, such data will not have a negative effect on advertising". "I think it will provide for better seg- mentation of advertising, but no particular difference on overall expenditure. Marketer calls for sectional readership data "It's like asking me to buy space on Channel 7 rather than Dancing with the Stars... " PANPA Bulletin October-November-December 2007 7
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