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The DeSoto Times Today

The DeSoto Times Today. Getting Results for Advertisers. The DeSoto Times Today. DeSoto County’s most established, fastest growing, newspaper: Since 1839, the community’s leading editorial conscience and voice, and the county’s oldest business.

MikeCarlo
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The DeSoto Times Today

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  1. The DeSoto Times Today Getting Results for Advertisers

  2. TheDeSoto Times Today • DeSoto County’s most established, fastest growing, newspaper: • Since 1839, the community’s leading editorial conscience and voice, and the county’s oldest business. • Since August, 1997, DeSoto County’s only daily newspaper. • The DeSoto Times Today’s paid circulation grew a whopping 57% over last year.

  3. TheDeSoto Times Today • Serving the Memphis area and state’s fastest growing population. • DeSoto County is experiencing explosive growth--every week 8.3 new families move into DeSoto County. • In the last three years (since 1997) population has increased 19% to 104,342 people. • DeSoto County ranks seventh in the nation in “potential for growth and prosperity.”

  4. TheDeSoto Times Today • Serving the Memphis area’s most affluent population. • Highest average Household income in the Memphis Trading Area. • Hernando - $52,137 • Horn Lake - $51,212 • Olive Branch - $57,197 • Southaven - $58,887

  5. TheDeSoto Times Today • The area’s quality newspaper. • Small Business of the Year, Southaven Chamber of Commerce, 1998 • Mississippi Press Association, Division C, seven first-place awards including the prestigious General Excellence Award, 1998 • Mississippi-Louisiana Associated Press, 3 First- place awards, 1999. • Awards = Quality. Quality = Credibility

  6. The DeSoto Times Today Serves Its Community • Sponsored Southaven SpringFest • Sponsored Hernando’s A-Fair • Major sponsor DeSoto County Business Expo • Conducted Citizenship Bee for DeSoto County students • Sponsored Baptist Hospital Progressive Care Center AutumnFest • Sponsored golf event to raise money for Habitat for Humanity • Community Service = Credibility = Positive advertising environment

  7. Newspapers Get Results for Advertisers • The #1 Local Medium? • Habit, familiarity • Tangible • Portable • Low production cost Vs. TV, Cable • Expandable inventory • Classifieds

  8. Newspapers • The #1 Local Medium • Readers pay for it • Special-interest sections • Upscale, best prospects • Coupon capability • Co-op opportunities

  9. Newspapers Get Results for Advertisers • Readers shop newspapers (thin market) • Only 4% of consumers are “in the market” on any day. • Miss that day, and you’ve missed a sale. • New advertising research indicates that two principles are critical to advertising success: • Consistency • Recency

  10. Consistency • Have exposure on a consistent basis--every day to create awareness and interest. • As constant reminders • As reinforcement of brand preference

  11. Recency • Research indicates that the most effective ad is the last ad seen before a purchase (recency). • Consistency and recency go hand in hand. • Be in the paper every day to assure yours is the last ad seen before a purchase. • Better to be in more often with smaller ads than to be in less frequently with bigger ads.

  12. The DeSoto Times Today Gets Results • Ask All Star Chevrolet • Ask Southland Chrysler Jeep • Ask Trinity Baptist Church • Ask Bancorp South

  13. The DeSoto Times Today • Fills in the DeSoto County newspaper hole. • The Memphis newspaper doesn’t reach 69% of DeSoto County Households. • The Memphis newspaper’s circulation in DeSoto County is declining about 2% a year. • The DeSoto Times Today’s circulation is growing at the rate of 57% per year.

  14. The DeSoto Times Today • Reaches 21% of DeSoto County Households. • Thirty-nine percent of DeSoto Countians read the DeSoto Times Today last week. • Thirty-nine percent of DeSoto Times Today readers do not subscribe to the Memphis paper.

  15. Summary • DeSoto County’s only daily newspaper. • Circulation grew 57% over last year. • Serving Memphis’s and state’s fastest growing area. • Serving the Memphis area’s most affluent households. • The area’s quality newspaper. • Newspaper’s are the #1 local advertising medium. • Newspapers get results by reaching customers “in the market” through consistency and recency. • The DeSoto Times Today gets results for advertisers.

  16. The DeSoto Times TodayAdvertising Solutions • Exciting, credible editorial environment • Complete shopping information • Local personality profiles • News about local schools • Comprehensive local sports coverage • Commentaries from local and state leaders • Comics and puzzles • Recipes and home improvement ideas

  17. The DeSoto Times TodayAdvertising Solutions • Branding packages • Special sections • Brides • Parenting • Home, Lawn & Garden • Back to School • DeSoto Outdoors (Hunting & Fishing) • Easy-to-read Classifieds

  18. Get Results • Your DeSoto Times Today Sales Consultant is dedicated to giving you: • Customer-focused service • Fast service • The latest information about DeSoto County • Advertising campaigns that get results • When can we start?

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