Television and Newspaper

1
Television and Newspaper

• Which is the most effective advertising medium
  for your business?

Presented by KSL-TV Research
2
Newspaper Task Force

• Local Account Executives
• 2 Account Executives assigned to work with
  Research Department
• One Quarter to complete project
• National/Local Trends

3
Newspaper Task Force

• Focus
• In-house computer software/research
• Stowell, Scarborough, Qualitap
• External research TVB, NAA, Starch, Belden
• Speaker (Former NP Account Executive)

4
Newspaper Task Force

• Focus
• Newspaper Websites
• Rate Information
• Newspaper Ads
• Newspaper Terminology

5
Internet Sites

• Research Sites
• www.tvb.orgwww.naa.org
• www.org/national/index.html
• www.org/retail/index.html
• www.beldenvue_at_aol.com
• tvadvertising.com
• Local Newspaper Web Sites

6
Newspaper Task Force

• Project Finalization
• Trainer Guide
• Sales One Sheets
• Sales Training

7
Newspaper Facts

• Pros
• History
• Visual
• Ad Variety
• In Depth
• Tracking

• Cons
• Passive
• Decreased Market Penetration
• Browsers, Not Readers
• Readers Dont See Ads
• Coupon Usage is Declining
• Ad Clutter

Source RAB Media Facts 12/10/97
8
Newspaper Trends

• The percentage of Americans reading weekday
  newspapers has dropped from 67 in 1977 to 51 in
  1997

Source The report, Consumer Media Usage.
Produced for the Newspaper Association of America
(NAA) and the American Society of Newspaper
Editors (ASNE) by Clark, Martire and Bartolomeo.
9
Newspaper Trends

• The decline has spanned every income and
  educational level

Source The report, Consumer Media Usage.
Produced for the Newspaper Association of America
(NAA) and the American Society of Newspaper
Editors (ASNE) by Clark, Martire and Bartolomeo.
10
Newspaper Trends

• Weekday newspapers reach approximately 6 out of
  10 American Adults
• Sunday editions reach 7 out of 10 American Adults

Source The report, Consumer Media Usage.
Produced for the Newspaper Association of America
(NAA) and the American Society of Newspaper
Editors (ASNE) by Clark, Martire and Bartolomeo.
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Newspaper Trends
U.S. Daily/Sunday/Weekend Newspaper Reading
Audience
1996 Avg Adult Daily Readership
1996 Avg Adult Sunday/Weekend Readership
Source NAA Facts About Newspapers, 1997 A18
Total Population
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U.S. Daily/Sun/Weekend Newspaper Reading Audience
Year Weekday Sun/Weekend 1970 78
72 1980 67 67 1985 64
65 1990 62 67 1995
64 73 1996 59 69
chg. 70-96 -24 -5.3
Source WR Simmons Associates, 1970-19977
Simmons Market Research Bureau, Inc. 1980-1994
Scarborough Reports-Top 50 Markets, 1995-1996
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Salt Lake Tribune/Deseret News Historical Trend
Metro HH Gross Circ. Adv. Cost Year
chg chg chg 1993
0.0 0.0 0.0 1994 1.6
1.0 0.0 1995 4.1
2.0 8.0 1996 6.3
3.0 8.0 1997 8.7 4.2
13.2 1998 11.3 2.9 17.7
Source Audit Bureau of Circulations 6 month
report ending 9/30/98
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Salt Lake City Newspaper Reading Audience
39 of the Adults 18 in the Salt Lake Market Do
not Read the Daily Newspaper!
Source Stowell, 1997
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The Salt Lake Market is Spending Less Time with
the Daily Paper
Source Stowell, 1989, 1995, 1997
16
Percentage of Adults in the Salt Lake Market Who
Read the Daily Paper
Source Scarborough, Feb98-Jan99
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Persons 18 NOT Noting Ads in Specific Sections
of the Newspaper ()
Source Starch Database, 6000 Interviews
September 1995-Adnorms
18
Noting of Grocery Ads ()
Source Starch Database, 6000 Interviews
September 1995-Adnorms
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Do Adults Pay Attention to Newspaper Ads?
of People Not Noting Ads
Source Starch Database, 6000 Interviews
September 1995-Adnorms
20
Salt Lake Market
Newspaper Reader Demographic Profile
Source Stowell, 1997
Source Scarborough, Feb98-Jan99
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Salt Lake Market
Newspaper Reader Demographic Profile
Read
Read 16-30

• 52.3 Male
• 47.7 Female
• Avg Age 42.1
• Avg HHI 53,367
• 69.3 Married
• 34.4 Coll. Deg.
• 76.3 Own Home

• 52.6 Male
• 47.4 Female
• Avg Age 38.4
• Avg HHI 58,820
• 64.7 Married
• 42.3 Coll. Deg.
• 75.6 Own Home

Source Stowell, 1997
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Salt Lake Market
Newspaper Reader Demographic Profile
Read 46-60
Read 31-45

• 59.2 Male
• 40.8 Female
• Avg Age 49.6
• Avg HHI 56,917
• 67.6 Married
• 29.6 Coll. Deg.
• 83.1 Own Home

• 53.2 Male
• 46.8 Female
• Avg Age 47.4
• Avg HHI 57,209
• 73.4 Married
• 41.4 Coll. Deg.
• 83.0 Own Home

Source Stowell, 1997
23
Do Adults Pay Attention to Newspaper Inserts?
Are your advertising dollars working most
effectively for your business?
Source Stowell, 1997
24
Television Viewership is on the Rise
Source TVB Nielsen Media Research NTI Annual
Averages
25
Which Advertising Medium is Most Authoritative
Among Adults?
Source TVB and the MEDIACENTER,1998
26
Which Advertising Medium is Most Influential
Among Adults?
Source TVB and the MEDIACENTER,1998
27
Which Advertising Medium is Most Exciting Among
Adults?
Source TVB and the MEDIACENTER,1998
28
Which Advertising Medium is Most Believable
Among Adults?
Source TVB and the MEDIACENTER,1998
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Adults Spend More Time With Television Each Day
Time Spent Yesterday in Minutes with Major Media
TV NP Radio Mag. A25-54
213 27 137 16 50- 192 25 103 20 College Grad 166
36 115 22 Prof/Tech/Mgr/ 159 3
139 16 Prop
Source TVB and the MEDIACENTER,1998
30
Television Reaches More Adults Than Any Other
Medium
Reached Yesterday By Major Media ()
TV NP Radio Mag. A25-54
89 58 77 36 50- 87 59 76 45 College Grad
85 67 79 41 Prof/Tech/Mgr/ 87
66 79 37 Prop
Source TVB and the MEDIACENTER,1998
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Time Spent Yesterday with Major Media (Minutes)
College Graduate
Source TVB and the MEDIACENTER,1998
32
Reached Yesterday by Major Media ()
College Graduate
Source TVB and the MEDIACENTER,1998
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Summary

• Utilize Research Sources
• Involve Your Account Executives
• Bonus from management for increase in sales
• Get AE input They know their clients
• Change clients mind set
• Media Mix with newspaper