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Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Explore the challenges and opportunities faced by the print media industry in the digital age, with a focus on audience fragmentation. Learn how newspapers are adapting to changing reader habits and the shift towards digital media.

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Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

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  1. Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

  2. The POLITICO Story

  3. Print POLITICO’s newspaper is as vibrant and prosperous as ever. Why? Put simply, members of Congress and their staff still read it voraciously, as they await votes or sit through committee hearings and floor debates who reads politico? With the largest distribution of any Capitol Hill news publication, POLITICO distributes over 35,000 copies of its newspaper five days a week when Congress is in session. Copies go to: House & Senate | Federal Agencies | White House | Supreme Court Lobbyists | Special Interest Groups | Think Tanks | Media Companies | Wall Street 160 Vending Boxes and 100 Starbucks Locations in the D.C. Area Delta and American Airlines Shuttle Locations  at DCA and LGA

  4. Audience Fragmentation Affecting Everyone

  5. In 1983, the M.A.S.H final episode was viewed by 121.6 million or 52% of the population. This year’s Super Bowl was viewed by 111.5 million or only 35% of U.S. population Source: Nielsen

  6. Newspaper Audience Today newspapers still reach 153 million or 63% of U.S. adults in an average week Source: 2013 (r2) Scarborough USA Database

  7. Evening News 22 million view the evening news 6:30-7 pm on the three big networks COMBINED out of 317 million people in the U.S. Sources: Nielsen, U.S. Census Bureau

  8. Newspaper Audience 1.8 million of Tampa Bay DMA adults every Sunday read a newspaper out of 3.6 million adults Source: 2014 Scarborough Report (r1)

  9. Our Audience is Telling Us

  10. More than half (56%) ALWAYS use the printed product compared to the newspaper’s other offerings 56% 9% 5% 4% 4% 3% 3% Source: 2014 RAM Engagement Study

  11. The majority of readers (63%) are reading the printed product in some form every day 63% 13% 11% 5% 4% 3% Source: 2014 RAM Engagement Study

  12. Readers continue to spend more time with the Sunday product than any other day of the week 34% 31% 28% 25% 24% 23% 21% 21% 19% 14% 10% 9% 9% 9% 6% 6% 6% 5% Monday-Friday Saturday Sunday Source: 2014 RAM Engagement Study

  13. Readers still feel that the newspaper updates them on things they want to know and that it is part of their habit 73% 78% 62% 67% 53% 49% 45% 49% 41% 47% 40% 47% 35% 34% 34% 41% 30% 38% 26% 34% 4% 3% 2014 2013 Source: 2014 RAM Engagement Study

  14. Newspapers are still considered a more reliable source over other media 16% 63% 17% 25% 53% 8% 30% 53% 8% 36% 40% 5% 32% 45% 6% 50% 24% 4% Sometimes reliable Usually reliable Always reliable Source: 2014 RAM Engagement Study

  15. Local News continues to be the most looked at content Total Men Women Local News 83% National/International News 68% Features-Arts & Entertainment 63% Coupons 61% Editorials/Opinions 55% Medical & Health Information 55% Local News 81% National/International News 69% Sports – Pro 64% Politics 60% Business 60% Features-Arts & Entertainment 56% Local News 86% Coupons/Advertising Inserts 71% Features-Arts & Entertainment 70% National/International News 67% Special Features and Sections 63% Medical & Health Information 62% Source: 2014 RAM Engagement Study

  16. Most readers still feel they get good value from the money they pay for the newspaper 51% 49% 29% 23% 22% 18% 5% 3% 2013 2014 Source: 2014 RAM Engagement Study

  17. Where is the Money?

  18. Local Media Five-Year Forecast U.S. $Billions $148.8 $145.2 $139.5 $136.6 $132.5 $132.7 Source: BIA/Kelsey’s U.S. Local Media Forecast (2012-2017)

  19. Local Ad Market Less Dominated by Traditional Media 2012 and 2017 U.S. Local Media Revenues 1.2% 2.4% 2.0% 2.0% 0.9% 5.1% 6.1% 5.5% 6.0% 25.0% 27.0% 5.8% 6.0% 3.7% 8.2% 11.9% 10.6% 17.0% 11.2% 11.5% 15.2% 15.7% $148.8 Billion $132.5 Billion Source: BIA/Kelsey’s U.S. Local Media Forecast (2012-2017)

  20. Steady Shift Toward Digital Media Traditional Online/Digital 17.4% 19.4% 21.3% 23.7% 25.5% 27.6% 82.6% 80.6% 78.7% 76.3% 74.5% 72.4% Source: BIA/Kelsey’s U.S. Local Media Forecast (2012-2017)

  21. Metro Comparative Report through Q1 • Retail (4.2%) • National (2.2%) • Automotive (20.6%) • Real Estate (4.3%) • Employment (15.3%) • Classified (10.5%) • Total Advertising Revenue (7.1%) • Total Newspaper Revenue (3.5%)

  22. Customers Are Telling Us…… • ROI • Dark Cloud over our Industry • Pressure to Move Towards Digital • Branded Edition Abuse • Opt-in Program Abuse • AAM Confusion

  23. Stand Your Ground

  24. Our Enormous Assets • Brand Identity • We Generate Most of the Content • Thud Factor • Feet on the Street • People Actually Want Our Ads!

  25. Innovative Revenue Growth

  26. Video • While TV holds the largest share of ad spending worldwide, online video is becoming a viable alternative……

  27. TV and Video Viewing Habits are Changing Among Internet Users who Have a Cable TV Subscription With rising online video viewing, nearly one-fourth no longer have a cable TV subscription 23% Had in past 60% Cable TV 17% No Source: AYTM Market Research May 2013

  28. Online Video Offers Better Engagement Opportunities

  29. Pay Per Lead Program

  30. Pay Per Lead Program • 11,152 calls in past 12 months • 214 calls per week $500,000 in New Money! Source: Call Source Report

  31. Native Ad Content

  32. Digital Services

  33. Extension Selling

  34. Don’t Look Past The Obvious • Know who is on your Media Kit • Implement an ISS Team • B-2-B Marketing

  35. How You Can Help • Address Specific • Products to Households

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