The power and value of using newspapers in your marketing mix

1. The power and value of using
newspaper in your marketing mix

2. Areas covered
• Our economy: who is shopping and who is not
• The continuing challenge to reach your ideal
buyers and avoid audience fragmentation
• Common challenges and myths about the print
market
• Assessing the audience strength that lies within
the print market
• 10 Reasons why some of the biggest companies
in America are spending MORE on print – not
less
• Strategies for you to consider in your marketing
mix
• Conclusion Q & A
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3. Who is shopping?
• Our economic recovery has
largely left out the have-nots
• Households that earn less than
$50,000 have been extremely
downbeat
• Affluent households have been
an important element in getting
the economy back on its feet
• Just 18% of households earn
more than $100,000 a year, but
account for one-third of all
household spending
Source: June, 2011: USA Today, Recovery helps affluent families while cash-strapped suffer 3
http://www.usatoday.com/money/economy/2011-06-26-consumer-confidence_n.htm

4. It’s more important now than ever
before that YOU REACH your
highly desired consumers..
But, there are challenges with that
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5. The commercial noise
today is almost deafening
• In the 1970s, consumers were
exposed to about 500 ads per
day
• Today, the average consumer
receives up to 30,000
commercial messages each
day
• And since consumers have a lot
more media options, your
audience is much harder to
reach
• This is called fragmentation,
and it’s affecting every business
in the world
Source: QRS: “Don’t Interrupt Your Consumer; Engage Them.” 2011. http://www.qsrmagazine.com/outside-
insights/don-t-interrupt-your-consumer-engage-them
The Washington Post, "Skip Past the Ads, But You're Still Being Sold." 2009; http://www.washingtonpost.com/wp-
dyn/content/article/2009/08/14/AR2009081401629.html 5

6. The number of media vehicles
has increased dramatically
Consumer magazines are up 52% since
1998
The number of web sites has
skyrocketed by 6,381% since 1997
75% more AM/FM radio stations exist
than in 1990
New online radio stations go live every
minute
There are 300% more television stations
than in 1999
Source: Arbitron Infin http://www.fcc.gov/mb/audio/totals/bt050930.html; The Influential's ; Keller & Berry; /sizeofweb.html;
http://www.boutell.com/newfaq/misc; http://news.bbc.co.uk/2/hi/science/nature/1738496.stm; Source: American Society of
Magazine Editors. “Number of Magazine Titles: A Magazine for Everyone” (database accessed 5/24/2010)
http://www.magazine.org/ASME/EDITORIAL_TRENDS/1093.aspx, ite Dial 2010: Digital Platforms and the Future of Radio,
http://www.edisonresearch.com/infinite_dial_presentation_2010_revb.pdf
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7. Common Myths about Print Advertising
Myth: Reality:
1) Of the roughly 1,400
1) Newspapers are American dailies, 12 have
dying gone out of business in the
past three years. That’s well
under 1%
2) Nobody reads 2) 71% of adults, or 165.6
million people, read a
anymore newspaper in print or
online in the past week
3) Everyone is going 3) Businesses who have
taken the plunge into
digital digital only, have not seen
the desired results.
Source: Scarborough Research: USA+, Release 2, 210, 12 months; Newspaper Myths,
http://www.iowanewspaperconnection.com/newspaper-myths/; Advertising Age, March 28, 2011:
http://adage.com/article/news/century-21-back-big-tv-buys-2012-super-bowl-spot/149615/
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8. Top 10 Benefits of
Using
Print Advertising
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9. #1: Super Bowl Sized Audience
• The 2011 Super Bowl
had a record setting 111
million viewer audience
• On average, 152
million adults read
newspapers weekly
• 105 million adults read
the newspaper on
Sunday
• Reality? You can reach
a Super Bowl sized
audience, every
Sunday!
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144456&nid=123511, Scarborough
Research: USA+, Release 2, 210, 12 months
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10. #2: Core Audience Strength
Middle/high income coverage
remains STRONG:
• 71.7% of individuals with a
household income of $100-
$250K read the newspaper
this past week
• 52.6% read the Sunday
newspaper
• 68.3% of individuals with a
household income of $50-
$99K read the newspaper
this past week
• 47.9% read the newspaper
Sunday
Source: Scarborough Research: USA+, Release 2, 210, 12 months
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11. #3: Trusted Source for News/Information
• Newspapers and newspaper
websites rank #1 as a trusted,
credible source for local news
and information
• In a December 2010 study by
Selzer & Co., newspapers
scored higher than all other
media with:
– Connecting people to the
community
– Connecting people to
businesses
– Knowing what stories are most
relevant to the people in their
community
– Providing the most complete
news source for their
community
Source: Newspapers still most trusted 04/2011; http://www.tnp.sg/content/newspapers-still-most-trusted.
Newspaper Websites Reach Record Audiences 02/2011; http://townnewz.com/blog/newspaper-websites-reach-
record-audiences/14; Newspaper Myths: http://www.iowanewspaperconnection.com/newspaper-myths/
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12. #4: Proven Web Synergy/Halo Effect
7-in-10 (73%)
newspaper readers
visited a website, used
online search, or
made an online
purchase following
up on advertising
they saw in the
newspaper
Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA
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13. #5: Weekly Reader Involvement
65.1% of all adults
read a printed
newspaper within the
past seven days
25% of adults visited
a newspaper website
within the past seven
days
Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA
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14. #6: Stickiness/Time Spent with Medium
• Time spent reading Sunday
print paper:
– Over 60 minutes: 45%
– 30 to 60 minutes: 32%
• Time spent reading daily
print paper:
– Over 30 minutes: 45%
– 16 to 30 minutes: 34%
Source: Newspaper Association of America, http://www.naa.org/docs/Research/newspaper-reader-engagement-06.pdf
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15. #7: Readers Read Ads
• 84% of adult
newspaper readers
within the past month
look for both print ads
(ROP) and preprints
• 63% of these readers
look at ads while paging
through the paper
• 21% of these readers
planning to shop
actively search ads
within the newspaper
Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA
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16. #8: Readers Take Action
• 8-in-10 (79%) adults
respond to
newspaper
advertising and have
taken some type of
action as a result of
seeing printed ads
• 48% made a
purchase as a direct
result of newspaper
advertising
Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA 16

17. #9: Proven Link to Retail
• Newspapers continue to
40%
lead as the destination for
35%
checking ads on items to 30%
buy 25%
• 35% of adults actively 20%
choose to read the 15%
10%
newspaper and purposefully
5%
check for advertisements 0%
and promotional messages
• 28% choose the Internet
• 9% choose television
Source: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA
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18. #10: New Customer Acquisition
• Recent studies prove
ROP ads/coupons are
effective in generating
trials, getting people to
trade up/switch brands
• 69% of adults use
coupons and
newspapers are their
preferred coupon source
• $75,000 - $99,999
income group leads all
others in coupon usage
Source: Coupon Impact on Shopping Behavior Study Conducted by M/A/R/C Research, 12/2010; How America Shops & 18
Spends 2011 Prepared by Frank N. Magid Associates and NAA

19. The smartest and most powerful
companies are still using
Newspaper to acquire Affluent
attention…

20. American Express Success Study
• Newspaper programs used in past for AMEX
proved ineffective at producing desired results
and they needed a change – They called
Mediaspace
• We implemented a new approach using
newspapers and delivered more highly
visible, guaranteed ad placements – where their
clients were reading
• We also saved them $300,000/drop
• A year later, they raised their newspaper spend by
1,000%; within 18 months, over 1,500% - and are
now well into an 8 figure spend
• Clearly, this change in strategy is working
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21. Jessica Birk says it best…
“As the leader in accountable media
solutions, ID Media looks for
partners like Mediaspace Solutions
that can save our clients like
American Express over 85% off on
their media while finding ways to
provide added value, exceptional
positioning, and improved ROI”
Jessica Birk
Senior Vice President of ID Media
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22. U.S. Census Success Study
• This critically important newspaper plan in
2010 required both deep analysis and deep
discounts to achieve their required results
• They needed to reach everybody – in large
and small markets, with a tight budget
• Plan recommendations involved both large
and small market newspapers, often with
comprehensive ZIP analysis
• Newspapers contributed to their overall
success – 72% response vs. 64% in
previous campaign
• Newspapers proved to STILL be their key
vehicle for success!
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23. Takeda Success Study
• Takeda’s largest competitor
was about to receive an FDA
warning announcement which
was sure to make big news
• Actos wanted its brand’s
safety message in key
markets ASAP as consumers
read headlines/looked to
switch Rx
• Within 48 hours of getting go-
ahead, a 150+ newspaper
plan was fully executed with
low CPMs/100% FDA
compliance
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24. Summary of Findings:
• Today, its harder than ever to reach your ideal buyer
• The best companies are laser targeting their
audience, using proven vehicles like newspapers to
get their attention
• If you are targeting the affluent and semi affluent
audience, print gives you the best of all worlds
• Newspapers/Magazines give you specific core
audience attention from your target audience
• Print is clearly providing a “Halo” effect with your
digital efforts
• Print is STILL one of the most proven vehicles for
direct response/branding campaigns
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25. Who is Mediaspace?
• Mediaspace Solutions is a privately-held
company headquartered in Norwalk, CT
• We also have offices located nationwide
in Atlanta, Chicago, Los
Angeles, Minneapolis, New York and
New England
• With expert service and custom-built
technology systems, we help national
and regional advertisers maximize their
print and interactive advertising budgets
• We have an experienced and
sophisticated management team
focused on serving you and
negotiating the best possible rates and
placements
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26. We help companies
keep their eye on the ball
• 75% of companies who outsource important
functions to other companies “significantly
outperform their peers on three key business
metrics:”
– Reduced operational expenses
– Increased profits
– MANY fewer headaches and frustrations
• No one knows your business better than you.
But by focusing on your core strengths and
your customers, you have time and resources
to stay on top of your customers’ needs
Source: Business impact of outsourcing—a fact-based analysis, IBM Global Services, 2006 [ABA2 100]
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27. Why wouldn’t you rely on experts?
• A good advertising
solutions partner already
knows the ropes, the
organizations and the
personalities
• Is it really worth the
training time, personnel
and resources to do all
this yourself?
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28. Let our Total Solutions Team
work for your success
• When clients work with us they are
assigned an entire Total Solutions
Team
– Account development
– Ad operations
– Finance
• You will receive regular and clear
reports on your advertising activity
• You can call anyone on your team
directly for any answers you need
• We provide customized solutions for
YOUR business
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29. Just a few of our other clients

30. Best Pricing
Best Placement
Best Targets
Best Service
GUARANTEED!