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Getting creative: inspiration + information for automotive advertisers

Getting creative: inspiration + information for automotive advertisers Getting creative: today’s takeaways Who reads what? How to target potential customers using N&O readership research But where’s the price? How different kinds of ads appeal to specific customer groups

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Getting creative: inspiration + information for automotive advertisers

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  1. Getting creative:inspiration + information for automotive advertisers

  2. Getting creative: today’s takeaways Who reads what? How to target potential customers using N&O readership research But where’s the price? How different kinds of ads appeal to specific customer groups

  3. Classified section • Broad readership. Recommended for calls-to-action that are price-based and time-sensitive. • 7 of 10 Classified readers are ages 18-59 with household incomes of $35,000 or more. • Half of Classified readers own their home and have household incomes of $50,000 or more. Among N&O readers who usually/sometimes read section on a weekday or on a Sunday. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

  4. Main News • Most heavily read section of newspaper … read by 99% of all N&O readers. • N&O readers tend to be affluent and educated, compared to the market population. • Excellent place to reach a broad cross-section of Triangle consumers. Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

  5. Main News • Most heavily read section of newspaper … read by 99% of all N&O readers. • N&O readers tend to be affluent and educated, compared to the market population. • Excellent place to reach a broad cross-section of Triangle consumers.

  6. Main News • Most heavily read section of newspaper … read by 99% of all N&O readers. • N&O readers tend to be affluent and educated, compared to the market population. • Excellent place to reach a broad cross-section of Triangle consumers.

  7. Main News • Most heavily read section of newspaper … read by 99% of all N&O readers. • N&O readers tend to be affluent and educated, compared to the market population. • Excellent place to reach a broad cross-section of Triangle consumers.

  8. What’s Up • Weekend entertainment guide published every Friday. • Popular with younger readers looking for ways to spend their time and money. • Nearly 8 of 10 adults ages 18-49 who read The N&O daily read What’s Up. • More than 8 out of 10 single adults who read The N&O daily read What’s Up. • Magazine-like feel. Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

  9. What’s Up • Weekend entertainment guide published every Friday. • Popular with younger readers looking for ways to spend their time and money. • Nearly 8 of 10 adults ages 18-49 who read The N&O daily read What’s Up. • More than 8 out of 10 single adults who read The N&O daily read What’s Up. • Magazine-like feel.

  10. What’s Up • Weekend entertainment guide published every Friday. • Popular with younger readers looking for ways to spend their time and money. • Nearly 8 of 10 adults ages 18-49 who read The N&O daily read What’s Up. • More than 8 out of 10 single adults who read The N&O daily read What’s Up. • Magazine-like feel.

  11. What’s Up • Weekend entertainment guide published every Friday. • Popular with younger readers looking for ways to spend their time and money. • Nearly 8 of 10 adults ages 18-49 who read The N&O daily read What’s Up. • More than 8 out of 10 single adults who read The N&O daily read What’s Up. • Magazine-like feel.

  12. Life, etc. • Weekday lifestyle section popular with women 30 or older. • Nearly 2 of 3 women who read Life, etc. have household incomes of $50,000 or more. • Hello, mom? More than 1 of 3 women who read Life, etc. have kids under 18. Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

  13. Life, etc. • Weekday lifestyle section popular with women 30 or older. • Nearly 2 of 3 women who read Life, etc. have household incomes of $50,000 or more. • Hello, mom? More than 1 of 3 women who read Life, etc. have kids under 18.

  14. Life, etc. • Weekday lifestyle section popular with women 30 or older. • Nearly 2 of 3 women who read Life, etc. have household incomes of $50,000 or more. • Hello, mom? More than 1 of 3 women who read Life, etc. have kids under 18.

  15. Life, etc. • Weekday lifestyle section popular with women 30 or older. • Nearly 2 of 3 women who read Life, etc. have household incomes of $50,000 or more. • Hello, mom? More than 1 of 3 women who read Life, etc. have kids under 18.

  16. Arts & Entertainment • Sunday’s guide to the arts: music, dance, movies, books and more. • Strong female readership: Read by more than 8 of 10 women who read The N&O on Sunday. • More than 8 of 10 working women who read The N&O on Sunday read A&E. • More than 6 of 10 women who read A&E have household incomes of $40,000 or more. • Fine arts coverage is a destination for affluent, older readers. Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

  17. Arts & Entertainment • Sunday’s guide to the arts: music, dance, movies, books and more. • Strong female readership: Read by more than 8 of 10 women who read The N&O on Sunday. • More than 8 of 10 working women who read The N&O on Sunday read A&E. • More than 6 of 10 women who read A&E have household incomes of $40,000 or more. • Fine arts coverage is a destination for affluent, older readers.

  18. Arts & Entertainment • Sunday’s guide to the arts: music, dance, movies, books and more. • Strong female readership: Read by more than 8 of 10 women who read The N&O on Sunday. • More than 8 of 10 working women who read The N&O on Sunday read A&E. • More than 6 of 10 women who read A&E have household incomes of $40,000 or more. • Fine arts coverage is a destination for affluent, older readers.

  19. Arts & Entertainment • Sunday’s guide to the arts: music, dance, movies, books and more. • Strong female readership: Read by more than 8 of 10 women who read The N&O on Sunday. • More than 8 of 10 working women who read The N&O on Sunday read A&E. • More than 6 of 10 women who read A&E have household incomes of $40,000 or more. • Fine arts coverage is a destination for affluent, older readers.

  20. Business • Core audience of men age 30 or older. • More than 4 of 5 men who read Business have household incomes of $50,000 or more. • More than a third of men who read Business have household incomes of $100,000 or more. Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

  21. Business • Core audience of men age 30 or older. • More than 4 of 5 men who read Business have household incomes of $50,000 or more. • More than a third of men who read Business have household incomes of $100,000 or more.

  22. Business • Core audience of men age 30 or older. • More than 4 of 5 men who read Business have household incomes of $50,000 or more. • More than a third of men who read Business have household incomes of $100,000 or more.

  23. Business • Core audience of men age 30 or older. • More than 4 of 5 men who read Business have household incomes of $50,000 or more. • More than a third of men who read Business have household incomes of $100,000 or more.

  24. Sports • Among male readers of the N&O, one of the most popular sections. • More than 9 of 10 men who read the paper read Sports. • Nearly 6 of 10 men who read Sports are ages 25-59 with household incomes of $60,000 or more. • Specialty coverage targets golfers, hunters and fishermen. Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

  25. Sports • Among male readers of the N&O, one of the most popular sections. • More than 9 of 10 men who read the paper read Sports. • Nearly 6 of 10 men who read Sports are ages 25-59 with household incomes of $60,000 or more. • Specialty coverage targets golfers, hunters and fishermen.

  26. Sports • Among male readers of the N&O, one of the most popular sections. • More than 9 of 10 men who read the paper read Sports. • Nearly 6 of 10 men who read Sports are ages 25-59 with household incomes of $60,000 or more. • Specialty coverage targets golfers, hunters and fishermen.

  27. Sports • Among male readers of the N&O, one of the most popular sections. • More than 9 of 10 men who read the paper read Sports. • Nearly 6 of 10 men who read Sports are ages 25-59 with household incomes of $60,000 or more. • Specialty coverage targets golfers, hunters and fishermen.

  28. Sunday Comics • Great way to reach families • Nearly 6 of 10 Sunday readers who are homeowners ages 25-44 with kids read Sunday Comics. • Nearly 40% of Sunday Comics readers have kids. • Nearly 6 out of 10 adults with kids who read the paper read Sunday Comics. Among Sunday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

  29. Sunday Comics • Great way to reach families • Nearly 6 of 10 Sunday readers who are homeowners ages 25-44 with kids read Sunday Comics. • Nearly 40% of Sunday Comics readers have kids. • Nearly 6 out of 10 adults with kids who read the paper read Sunday Comics.

  30. Sunday Comics • Great way to reach families • Nearly 6 of 10 Sunday readers who are homeowners ages 25-44 with kids read Sunday Comics. • Nearly 40% of Sunday Comics readers have kids. • Nearly 6 out of 10 adults with kids who read the paper read Sunday Comics.

  31. Deliver your marketing message by using a host of products that produce results! • Daily newspaper • The News & Observer • Community newspapers • The Cary News • The Chapel Hill News • The Durham News • The Eastern Wake News • The Herald (Smithfield) • The North Raleigh News • Online • newsobserver.com • triangle.com • carynews.com • chapelhillnews.com • thedurhamnews.com • easternwakenews.com • smithfieldherald.com • northraleighnews.com • apartments.com • cars.com • trianglejobs.com • trianglehomesource.com • Total Market Coverage • Direct Marketing • Midweek Values • Other Products • Cheer cards • College campus readership program • Color comics • Front Page Ad Notes • Gatefolds • Inserts • Kids Day • Kraft jackets • Newcomer program • NIE • Polybags • Press-feds • Product samples • Spadea • Special sections • Third party newspaper program • Trade shows The N&O has products that can touch every consumer in the market.

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