NS birmingham

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Added valueadvertising

• How can we give our advertisers a better return
  on their advertising investment?

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Added value advertising

• Newspapers are under pressure to deliver results
  for advertisers more than ever before.
• They need to demonstrate that their medium works
  harder and faster than other media.
• And they need to augment their advertising
  packages with complementary services such as
  events, sales promotion, leaflets, direct
  marketing, to bring the advertiser ever greater
  value and results.

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Added value advertisingGiving advertisers a
better return on their investment?

• Increase advertising effectiveness
• Audience pricing
• Improve service levels

• Database services
• Targeted distribution
• Internet distribution
• Out-of-market distribution

• Features and supplements programme
• Leaflets and inserts
• Segmented products

• Direct mail
• PR
• POS and design services
• Customer surveys
• Mobile and email services

Acknowledging Igor Ansoff
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Added value advertisingGiving advertisers a
better return on their investment?

• Increase advertising effectiveness
• Audience pricing
• Improve service levels

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Added value advertisingIncrease advertising
effectiveness
Half my advertising works
Who is he kidding?
Lord Leverhume
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Added value advertisingMeasuring advertising
effectiveness
Source eVolt.Co/Newspaper Society
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Added value advertisingIncrease advertising
effectiveness

• Too many advertising
• campaigns fail to deliver
• not because of the newspaper medium,
• but because of the advertisements

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Added value advertisingMeasuring advertising
effectivenessFive levels of measurement
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Added value advertisingMeasuring advertising
effectivenessFive levels of measurement
What we do currently
What the media buyer is seeking
What the advertiser wants
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Added value advertisingMeasuring advertising
effectivenessFive levels of measurement
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Added value advertisingIncrease advertising
effectiveness

• Advertising
• effectiveness
• The effectiveness
• of the medium
• X
• The effectiveness
• of the advertisement

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Added value advertisingMeasuring advertising
effectiveness
Source eVolt.Co/Newspaper Society
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Added value advertisingMeasuring advertising
effectiveness

• Reading and noting study across all content and
  advertising
• Measure readership of all advertisements
• Against size
• Category
• Position in the newspaper
• Provide index of readership for each advertiser/
  advertisement by category.

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Added value advertisingMeasuring advertising
effectiveness

• Advertisers receive monthly report showing
• Exposure in terms of
• Readership traffic
• Reach and frequency
• Advertisement readership
• Comparisons with competitors
• Share of audience
• Exposed
• Read
• Monthly excuse to brief the advertiser

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Added value advertising Audience pricing

• QRP provides currency for charging
• Traffic measurement provides justification for
  price premiums
• Scale of audience
• Relevance of audience
• Need to identify points of least resistance
• How much does the advertiser need the medium?
• What pricing measures will increase their loyalty
  and frequency.
• How much of their perceived value driven by the
  effectiveness of the advertisement rather than
  the effectiveness of the medium?

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Added value advertising Audience pricing

• Topical advertising

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Added value advertising Improve service levels

• Do we service
• our advertisers
• according to
• their needs.
• . or ours?

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Added value advertisingProduct and service
extension
Markets current
new
Products / services new
current

• Features and supplements programme
• Leaflets and inserts
• Segmented products

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Added value advertisingFeatures and supplement
programmes
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Added value advertisingLeaflets and inserts

• Are we exploiting the latest inserting
  technologies
• Address specific capability
• Fine-zoning
• New insert concepts
• Leaflet pages

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Added value advertisingLeaflets and
insertsValue and growth (measured markets)
US
Source World Press Trends
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Added value advertisingSegmented products

• Identify sub-groups of the subscription base to
  target with niche products
• Tailor gifts to reward subscribers by repurposing
  current content
• Recipe books
• Travel guides
• Leisure and sports products
• Fund new products through premium rated
  advertising.

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Added value advertisingSeeking new markets
Markets current
new

• Increase advertising effectiveness
• Audience pricing
• Improve service levels

• Database services
• Targeted distribution
• Internet distribution
• Out-of-market distribution

Products / services new
current

• Features and supplements programme
• Leaflets and inserts

• Direct mail
• PR
• POS and design services
• Customer surveys
• Mobile and email services

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Added value advertisingDatabase services and
targeted distributionThe value of non-readers

• Help recruitment advertisers hire the best people
  by targeting your non-subscribers
• Identify non-reading prospects from your
  subscription database
• Send them the copy with the advertisement
• Extend the reach for the advertiser
• Fund valued sampling to non-subscribers
• Top-up advertisers coverage by distributing to
  non-readers in key geographic locations
• Set up shared database projects with major
  advertisers
• Identify new prospects
• Develop new product lines
• Introduce new channels to market

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Added value advertisingThe importance of context

• Future media usage
• will be driven by context
• as much as by content.

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Added value advertisingDiversified development
Markets current
new

• Increase advertising effectiveness
• Audience pricing
• Improve service levels

• Database services
• Targeted distribution
• Internet distribution
• Out-of-market distribution

Products / services new
current

• Features and supplements programme
• Leaflets and inserts

• Direct mail
• PR
• POS and design services
• Customer surveys
• Mobile and email services

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Added value advertisingDesign services

• Utilise in-house resources to create an agency
  service for smaller local advertisers
• Direct mail
• Point of sale
• Stationery
• Production of advertising for other media
• Introduce a points system where advertisers are
  rewarded with additional services, based on
  increased advertising expenditure

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Added value advertisingCustomer surveys

• Undertake surveys of advertisers customers
• Point of sale
• Telephone
• Mail
• Demonstrate the power of the newspaper as an
  advertising medium
• Help the advertiser identify weaknesses in their
  offer and marketing
• Share the strategy for developing their business
• Charge for the survey service.

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Added value advertising Tracking patterns of
consumptionComparisons of media usage (UK)
Sources Forrester, UK National Readership Survey
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Added value advertising Tracking patterns of
consumptionComparisons of media usage (UK)
Sources Forrester, UK National Readership Survey
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Added value advertising Tracking patterns of
consumptionDemography of each medium (Japan)
Source Asahi Shimbun
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Added value advertising Access to media (Finland)
Movies
Months
Books
Magazines
Weeks
Letter
Time to market
Newsletters
Days
Time to Market
Newspapers
Hours
Minutes
Television
Radio
Telephone
Seconds
1
1
10
100
1000
10000
100000
1000000
Audience
Audience
Source Alma Media Neuman The Future of the Mass
Audience
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Added value advertising Preparing for mobile

• Our biggest opportunity
• lies in the emergence of mobile
• Community
• meets content,
• meets access,
• meets immediacy.

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• Click here to order a copy of the SFN report on
  added value advertising and the ten step
  advertiser development process.

• Click here to contact the Director of the SFN
  Project,
• Jim Chisholm

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