Increasing market potential for

1

• Increasing market potential for
• Wicliffe Rover

2 February 2004
2
The Motors Market

• Research carried out by the Western Daily Press
  enables you to gain a clear understanding of car
  buyers and their intentions, within your
  catchment area
• Although the motors survey did not extend to the
  whole Wicliffe catchment area, it is possible to
  estimate the market size, value and potential

3
The Motors Market

• What is it that defines a motor dealers
  catchment area?
• How far people are prepared to travel to buy a
  car
• The research study showed that on average, people
  will travel over 28 miles
• People are prepared to travel the same distance
  to buy a new or used car
• Plotting this distance around Wicliffe Rover will
  enable us to identify their potential customer
  base

Source NOP 2001
4
Distance people are prepared to travel to
Wicliffe Rover
5
The Motors Market

• Numbers of cars owned
• People in the Wicliffe area own 679,000 cars
• 76 were bought new and 19 were bought second
  hand
• Rover is the third most popular type of car owned
  in the area

Source NOP 2001
6
Car ownership in the Area
5.2 of people in the UK own a Rover 5.4 of
people in the South West own a Rover
Source NOP 2001 / TGI 2003
7
The Motors Market

• Intention to purchase
• 26 of people in the area intend to purchase a
  car in the next 12 months
• This equates to over 116,000 cars
• 62 of these will be used cars
• 15 will be new cars
• 7 will be company cars
• 16 are undecided

Source NOP 2001
8
Wicliffe Rover

• Wicliffe Rovers main media choice is currently
  the Gloucester Citizen
• Overlaying the Gloucester Citizens circulation
  area with Wicliffe Rovers catchment area reveals
  a considerable proportion of unexploited
  territory

9
Distance travelled to purchase a car from
Wicliffe and the Gloucester Citizens coverage
area
10
The Gloucester Citizen

• The Gloucester Citizens circulation area covers
  178,000 households
• This equates to 40 of Wicliffes catchment area
  leaving the majority of potential customers
  untouched
• There is a media solution to this problem, which
  could add considerable additional turnover for
  Wicliffe Rover

Source NOP 2001 / Experian 2003
11
Western Daily Press

• 125,270 people read the Western Daily Press on a
  typical morning
• 238,000 read it regularly or occasionally
• These people live predominantly in market towns
  and rural areas, where ownership of cars is
  higher
• On average, Western Daily Press readers have 15
  more cars per household than non-readers in the
  area

Source NOP 2001 / JICREG Nov 2003
12
Western Daily Press

• 23 of Western Daily Press readers anticipate
  buying a car in the next year
• Readers intend to purchase
• 3,600 new cars
• 27,700 used cars
• They expect their average purchase price to be
  6,700 (average for new cars 11,560 and used
  cars 4,480)

thats 4m worth of cars every week
Source NOP 2001
13
Western Daily Press

• The Western Daily Press covers all or part of 11
  counties across the West Country and is published
  in four regional editions
• The Severnside edition is ideal for capturing new
  customers for Wicliffe Rover

14
The Western Daily Press area - editions
15
Western Daily Press

• The Severnside editions circulation area covers
  72 of Wicliffe Rovers catchment area
• Western Daily Press Severnside readers intend to
  purchase
• 632 new cars
• 4,969 used cars
• Thats 15 new or used cars being purchased every
  day

Source NOP 2001
16
Western Daily Press

• Western Daily Press Severnside edition readers
  intend to spend
• over 7 million on new cars
• over 22 million on used cars
• Thats over 550,000 every week

Source NOP 2001
17
Reaching New Customers

• The Western Daily Press is very effective in
  reaching new potential customers within Wicliffe
  Rovers catchment area when used in combination
  with or substitution for the Gloucester
  Citizen
• The map on the next page illustrates how the
  Western Daily Press dovetails with the Gloucester
  Citizen to improve coverage

18
How the Western Daily Press can improve coverage
for Wicliffe Rover
19
Adding the Western Daily Press

• Analysis of JICREG readership data reveals that
  most Western Daily Press readers do not read the
  Gloucester Citizen

• This means that even where the titles cover the
  same area, they are serving substantially
  different groups of consumers

20
Adding the Western Daily Press
Base Average Issue Readers (one advertisement) Readers
WDP Severnside readers 28,174




Source JICREG Nov 2003
21
Adding the Western Daily Press
Base Average Issue Readers (one advertisement) Readers
WDP Severnside readers 28,174
Gloucester Citizen readers 80,490



Source JICREG Nov 2003
22
Adding the Western Daily Press
Base Average Issue Readers (one advertisement) Readers
WDP Severnside readers 28,174
Gloucester Citizen readers 80,490
Gross readership 108,664


Source JICREG Nov 2003
23
Adding the Western Daily Press
Base Average Issue Readers (one advertisement) Readers
WDP Severnside readers 28,174
Gloucester Citizen readers 80,490
Gross readership 108,664
Read both 4,294

Source JICREG Nov 2003
24
Adding the Western Daily Press
Base Average Issue Readers (one advertisement) Readers
WDP Severnside readers 28,174
Gloucester Citizen readers 80,490
Gross readership 108,664
Read both titles 4,294
New potential customers added by the Western Daily Press 23,880
Source JICREG Nov 2003
25
Advertising Schedule Improvement

• All newspapers have the benefit that increasing
  advertising frequency will also increase the
  number of readers that can be reached
• However some newspapers are more efficient at
  adding new readers over time
• The Western Daily Press is especially effective
  at increasing potential customers

26
Gloucester Citizen Schedule

• One advertisement in the Gloucester Citizen will
  reach 80,490 people
• After 52 insertions, a Gloucester Citizen
  advertiser will have reached 140,764 different
  people
• Some will have seen all 52 advertisements
• Most will have seen at least half of all
  advertisements
• Some will only have seen a few advertisements
• Now lets look and see what happens when the
  Western Daily Press is added to this schedule

Source JICREG Nov 2003
27
Adding the Western Daily Press
Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers
52 0 140,764 0

Source JICREG Nov 2003
28
Adding the Western Daily Press
Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers
52 0 140,764 0
52 13 182,594 41,830
The Western Daily Press has added an extra 41,830
people
Thats 30 more potential customers for you
Source JICREG Nov 2003
29
Adding the Western Daily Press
Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers
52 0 140,764 0

Source JICREG Nov 2003
30
Adding the Western Daily Press
Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers
52 0 140,764 0
39 13 178,863 38,099
In this example the Western Daily Press has been
used in place of the Gloucester Citizen for 13
advertisements. It has resulted in over 38,000
extra potential customers but with the
likelihood of spending no more advertising budget
Source JICREG Nov 2003
31
Adding the Western Daily Press
Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers
52 0 140,764 0

Source JICREG Nov 2003 / NOP 2001
32
Adding the Western Daily Press
Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers
52 0 140,764 0
39 26 184,147 43,383
This example shows 13 Western Daily Press
advertisements used in substitution for the
Gloucester Citizen plus an additional 13
advertisements. The number of additional
potential customers has now increased to over
43,000
This works out as an extra 26 million of
potential car purchases!
Source JICREG Nov 2003 / NOP 2001
33
Summary

• Wicliffe Rovers current media schedule is
  reaching less than half of their potential car
  buyers
• The Severnside edition of the Western Daily Press
  covers parts of Wicliffe Rovers catchment area
  that are currently being missed
• The Severnside edition can also reach additional
  customers within the Gloucester Citizens area
  that are not being exposed to your advertising

34
Summary

• Including the Western Daily Press either in
  addition to the Gloucester Citizen, or in part
  substitution can potentially reach additional
  car buyers who will be spending over 26 million
  in the next 12 months

Would you like some of this extra turnover?
Source JICREG Nov 2003 / NOP 2001