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Reach Non-Subscribers Effectively?

NSA Media. Reach Non-Subscribers Effectively?. “There’s Gold in Them Thar Zip CODES!”. NTMC Conference February 10, 2011. NSA Media. The number of media options today is growing exponentially…. NSA Media. The preferred media for news is quickly moving to a digital/mobile platform ….

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Reach Non-Subscribers Effectively?

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  1. NSA Media Reach Non-Subscribers Effectively? “There’s Gold in Them Thar Zip CODES!” NTMC Conference February 10, 2011

  2. NSA Media The number of media options today is growing exponentially…

  3. NSA Media • The preferred media for news is quickly moving to a digital/mobile platform… Yesterday 44%of Adultsgot their news here Only 31%here (Pew research) 2010

  4. NSA Media The worldis now literally at our fingertips

  5. NSA Media • Creating challenges for advertisers… • The current media landscape is perplexing. • The number of choices is seemingly endless. • And just like you, they are finding it a challenge to drive sales with digital…

  6. NSA Media NSA Media • Digital migration reality… • Fact: Consumers have embraced digital sources for news/ entertainment content much faster than they have for advertising content. “Platforms on which people least like to see advertising are the ones they are adopting fastest: Mobile (63% dislike or strongly dislike); email (57%); and social (44%)” – AdAge/Ipsos Jan. 2011

  7. NSA Media NSA Media • Habit • Demographics • User experience • Engagement • Why…?? • Privacy concerns • Ad versioning Most ignored ads AdWeek Media/Harris poll

  8. NSA Media NSA Media NOT something we often hear from consumers 

  9. NSA Media NSA Media Yet we know that consumers still engage with newspaper ads, especially preprints. • Viewed as “Content” • #3most read section on Sunday (52%) • And they drive traffic to stores…

  10. NSA Media NSA Media • So how do we reach the gold…?

  11. NSA Media NSA Media • Give consumers the adsthey want, and make sure they want‘em… • Declining circulation = Lost value • Newspapers still have the logistics in place • Relevance  Engagement  Response • Opt-in is the “New Paid” • Sunday Select – • Wanamaker’s Nirvana… Finally!

  12. NSA Media • But that’s clearly not enough… • Digital media is embedded in modern society • Media fragmentation is a reality • Consumers are in control • All channels can deliver a valuable audience • The right mix is critical

  13. NSA Media • How can newspapers win? • “Print+” Digital Integration is key Benefits: Complementary strategy Connected messaging Effective targeting Day part management Massive, desirable audience

  14. NSA Media NSA Media • Why is all this so important?? Factors Influencing Advertisers

  15. NSA Media NSA Media • Not to mention this…

  16. NSA Media • Things to be doing . . . • Help us find the GOLD in each zip code • Emphasize Quality over quantity • Deliver Customers, not just an audience • Emphasize Opt-into boost engagement • Develop Print-specific and Integrated programs, that improve ROAI • Remember who pays the bills… your advertisers • Give ‘em what they want

  17. NSA Media Missing the boat is not an option.

  18. NSA Media Thank You Dave Gusse President Alliance Media dave.gusse@nsamedia.com

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