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Advertising Innovation

Advertising Innovation . Eric Christiaens Commercial Director Concentra Media León - november 17th, 2006. Testimonial. one editor’s view on defending newspapers vs other media on the advertising market our experience over the last years, our truth, not the truth. Agenda.

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Advertising Innovation

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  1. Advertising Innovation Eric Christiaens Commercial Director Concentra Media León - november 17th, 2006

  2. Testimonial • one editor’s view on defending newspapers vs other media on the advertising market • our experience over the last years, our truth, not the truth

  3. Agenda • Belgian Market Overview • Reasons for growth • Conclusions

  4. Belgium A. Market overview 10,4 mio inhabitants 30.000m² A G longest distance between 2 points = 280 km… 3 communities 3 official languages B L C

  5. Dailies in Belgium A. Market overview 28 paid for dailies 1 free daily 1 free sundaypaper format: Belgian berliner tabloid no broadsheets cover price: single copy : 0.95-1.60 subscription: 0.67-1.05 daily reach: 51% total population source : WAN-World Press Trends 2006

  6. Belgian Dailies A. Market overview Source: BVDU Data 2005

  7. Belgian advertising market A. Market overview • flat market • 2005 : dramatic losses for TV • 2006 : -15% vs 2005 in display ads national market • fight for market share • radio is main competitor for newspapers • TV is picking up • development of internet

  8. Trend in ad spendings A. Market overview source : WAN-World Press Trends 2006

  9. Concentra Media Print A. Market overview +21%

  10. Share per ad market A. Market overview

  11. Share per title A. Market overview

  12. B. Reasons for growth • Community • Brand building • Innovation • Cooperation • Creativity • Simplicity

  13. clear focus on a target audience “…For this reason the title of our daily newspaper is a programme, to which all who will lead our paper in the future have to remain loyal….” Frans Theelen, about “Het Belang van Limburg” in 1955 1. Community B. Reasons for growth

  14. ambitious positioning 1. Community B. Reasons for growth “I like things to happen after we’ve written about them in our newspaper” Luc Rademakers Chief Editor Gazet van Antwerpen

  15. 2. Brand building B. Reasons for growth Our newspapers go for the head, the heart and the soul of our target audience

  16. from the cradle to the grave 2. Brand building B. Reasons for growth

  17. 2. Brand building B. Reasons for growth …tap into audience’s emotions…

  18. only free daily in Belgium only bilingual daily in Belgium strong community builder open to creative ads 3. Innovation B. Reasons for growth

  19. 3. Innovation B. Reasons for growth • content-related products • target audience adapted to objectives of advertiser

  20. 4. Cooperation B. Reasons for growth • between publishers : • common products for all newspapers • NP-deals • buy an ad in all newspapers • run it 3 times, in order to build impact • get 40-50% off

  21. NP3 Offer

  22. 4. Cooperation B. Reasons for growth • between departments : • management of newspaper by committee : • 2 editors in chief + commercial director • joint decisions on all topics : • editorial • advertising • marketing

  23. 5. Creativity B. Reasons for growth • allow the advertiser to stand out • create “intrusive ads” by playing with layout of the newspaper • one size only : full page

  24. 5. Creativity B. Reasons for growth KICK …. SHAKE…. DRESS …. THE PAGE

  25. 5. Creativity B. Reasons for growth

  26. 5. Creativity B. Reasons for growth • never intrude the content • beware of audience • even advertisers are conservative

  27. 5. Creativity B. Reasons for growth • Conditions : • approval concept & visual by chief editor • approval of visual by prepress manager • deadline visual = 10 days • restrictions on pages, days… • Price : • +70% vs 1/1 rate card !

  28. 5. Creativity B. Reasons for growth • create events with the advertiser • distribute 70 tons of strawberries in one day !

  29. 6. Simplicity • try to make offer simple for advertisers • lower the treshold to enter newspapers • modules vs mm/col • tabloid = tabloid • align technical specs • constant # columns, constant breadth of columns

  30. D. Lessons from Hollywood Gary Cooper ? Errol Flynn ? Cary Grant ?

  31. D. Lessons from Hollywood W.C. Fields !

  32. D. Lessons from Hollywood “I try harder...”

  33. More information? Eric Christiaens Managing Director Concentra Media Regie +32-11-878369 echristiaens@concentra.be

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