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Why Offline Marketing Still Matters TRENDS & WHO IS LOOKING AT WHAT

Why Offline Marketing Still Matters TRENDS & WHO IS LOOKING AT WHAT. Howard Tietjen Senior Vice President of Research & Strategy. How many of you… …have presets on your car radio so you can change the station when the ads interrupt the music?

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Why Offline Marketing Still Matters TRENDS & WHO IS LOOKING AT WHAT

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  1. Why Offline Marketing Still Matters TRENDS & WHO IS LOOKING AT WHAT HowardTietjen Senior Vice President of Research & Strategy
  2. How many of you… …have presets on your car radio so you can change the station when the ads interrupt the music? …own a DVR so you can fast forward through TV commercials? …have actually clicked on a banner ad?
  3. How many of you… …would be thrilled to have a bounce rate on your website ofless than 30%? …would love to have visitors on your site for more than 3 minutes?
  4. Everyone loves magazines The average reader spends 42 minutes reading each issue. Base: U.S. adults 18+; Source: GfK MRI, Fall 2010 93% of adults read magazines
  5. Everyone loves magazines Note: 100-500 rating scaleSource: Experian Simmons Multi-Media Engagement Study, Spring 2010 Magazine reading offers pure pleasure, control and escape. 68% of respondents consider magazine reading as “my time.” 93% of adults read magazines
  6. Magazine media engages readers Magazines continue to score significantly higher than television or the Internet in “ad receptivity” Consumers are more likely to have a positive attitude toward advertising in magazines compared to other media Sources: Magazine Media Factbook
  7. Magazines are the medium of engagement Note: 100-500 rating scaleSource: Experian Simmons Multi-Media Engagement Study, Spring 2010
  8. Where Content Begins: Your Visitors Guide Travel guides and magazines are the#1 source of inspiration to visit a destination Magazines are the #1 most credible advertising medium Sources: Dr. Peter Yesawich, MPA.
  9. Print Inspires Web Traffic
  10. Print Inspires Web Traffic
  11. Print drives to all platforms Web prompts get prime real estate | Enable readers to take it mobile
  12. Everyone loves newspapers Regardless of rumors to the contrary, newspapers continue to wield staying power, especially with highly educated and female readers, important demographics for DMO marketing.
  13. More than 100 million adults read a printed newspaper on an average weekday More than 115 million on a Sunday, compared to 94 million who watch the Super Bowl Source: Newspaper Association of America
  14. 73% of women in management with a HHI or $100,000 or more read a printed newspaper Source: Scarborough Individual DMA Market Studies
  15. Readers spend an average of 57 minutes with the Sunday paper Sunday is the premiere travel information day Source: Readership Institute
  16. Advertising is one of the top five drivers of newspaper readership. Consumers seek out the newspaper to make buying decisions. Source: Newspaper Association of America, 2010
  17. Nearly 60% of adults use newspapers to help plan purchasing decisions More than 70% of survey respondents say they regularly or occasionally read newspaper inserts; 82% said they took action because of a newspaper insert Source: MORI Research/Newspaper Association of America
  18. Q & A
  19. Insert loop
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