Make Your Online
Advertising More Effective
A Case For Using
Local Newspaper Web sites
Newspaper Web sites =
Localmotion!
“Everything important is local…”
-Bill Schrier,
Chief Technology Officer, City of Seattle
All Business Is Local
"Successful brands are ones that
have been able to turn the local
market place into the local
marketing place.”
AllAboutBranding.com
“Localization is a key component of Macy’s
strategic formula for continued growth and
success… As we provide for more local decision
making in every Macy’s community, we are
tailoring our merchandise assortments, space
allocations, service levels, visual merchandising
and special events store-by-store.”
- Source: Macys Inc, 2008 Annual Report, page 2
The Value Proposition of
Newspaper Web sites
Five Good Reasons…
Newspaper Web sites…
#1 – Reach engaged audiences.
#2 – Are continually growing.
#3 – Offer engaging products and services.
#4 – Extend local reach for advertisers.
#5 – Encourage action.
Reason #1
Newspaper Web sites
Reach Engaged Local
Audiences.
Newspaper Web site Visitors:
• 40% of those employed in
management, financial
operations or professional &
related occupations.
• 40% of those have at least a
four-year college degree.
• 44% of those have a postgraduate degree.
• 46% of those have an
individual income of
$150,000 or more.
Source: Scarborough Research, Multi-Market Release 2, 2008 12 months.
Visited newspaper website in past 30 days.
Women Use Newspaper Web sites!
Composition
Index to
Total
Women
Index to
Total Online
25 to 34
22%
128
109
35 to 44
24%
127
108
HH Income
$75,000 +
49%
144
103
Education
College
Graduate
s
38%
159
116
Own
their
Home
75%
106
100
%
Age
Home
Ownership
Base: 22,560,463 Female Adults who visited newspaper website past 30 days
Source: 2008 Scarborough Multi-Market Report
Men Use Newspaper Web sites!
%
Composition
Index
to
Total
Men
Index to
Total
Online
25 to 34
22%
115
108
35 to 44
24%
122
110
$75,000 +
61%
205
127
College
Graduates
46%
170
139
Home
Own their
Ownership Home
78%
108
104
Age
HH
Income
Education
Base: 22,555,774 Male Adults who visited newspaper website past 30 days
Source: 2008 Scarborough Multi-Market Report
Hispanics Use Newspaper Web sites!
% Composition
Index to Total
Hispanics
25 to 34
30%
104
35 to 44
25%
113
HH Income
$75,000 +
43%
174
Education
College
Graduates
26.8%
233
Home
Ownership
Own their
Home
75%
124
Age
Base: 4,762,882 Adult Hispanics who visited newspaper website past 30 days
Source: 2008 Scarborough Multi-Market Report
“As consumers become more sophisticated in
navigating the Web, they are turning to
trusted sources of news and information, like
newspapers, instead of content aggregators
or portals.”
- Shawn Riegsecker, President, Centro
#1 Local Site in Top Markets
• Newspaper Web sites #1 in Top 10
Markets
• Newspaper Web sites #1 in 22 of the
Top 25 Markets
Source: Newspaper National Network LP comScore – December 2008– 12 Month Average Unique Visitors
Newspapers Own the #1 Local Web site in 22 of
the Top 25 Markets
DMA 1 -12
DMA 13-25
New York - NYTimes.com
Tampa/St. Petersburg – Baynews9.com
Los Angeles - LATimes.com
Seattle – SeattleTimes.com
Chicago - Chicagotribune.com
Minneapolis/St. Paul – StarTribune.com
Philadelphia - Philly.com
Miami/Ft. Lauderdale – Sentinel.com
Dallas/Ft. Worth - Dallasnews.com
Cleveland – Cleveland.com
San Francisco – SFGate.com
Denver – 9News.com NBC
Boston - Boston.com
Orlando – OrlandoSentinel.com
Atlanta - AJC.com
Sacramento – SacBee.com
Washington DC - WashingtonPost.com
Saint Louis – STLToday.com
Houston - Chron.com
Portland – Oregonlive.com
Detroit - ClickonDetroit.com – Channel 4 NBC
Pittsburgh- Post-Gazette.com
Phoenix – AZCentral.com
Charlotte – Charlotte.com
Indianapolis – IndyStar.com
Source: comScore January 2008 – December 2008 Average Unique Visitors 18+
Reason #2
Newspaper Web sites Are
Continually Growing.
Audience Growing At More Than Twice
the Rate of The Internet
Percent Growth In Unique Visitors, Same Period, Year-Ago
10.5%
12.0%
10.0%
8.0%
6.0%
3.2%
4.0%
2.0%
0.0%
Q1 '09 Internet Growth
Source: //NetRatings NetView Custom Analysis 2009
Q1 '09 Newspaper
Websites
Accelerating Growth
Unique visitors to newspaper web sites totaled 73.3
million in the 1st quarter of 2009 – 11% increase over
the same period last year.
Page views averaged over 3.5 billion per month
throughout the quarter, compared with 3.1 billion
during the same period last year.
44% of all active internet users visited newspaper
web sites.
Source: Nielsen Online – Adults 18+ - 2009
Online Newspaper Audience
Continues to Grow
Unique Users January 2004 – January 2009
80,000,000
70,000,000
73,308,926
60,000,000
43,330
50,000,000
Source: Nielsen Online – Adults 18+ - 2009
Jan-09
Sep-08
May-08
Jan-08
Sep-07
May-07
Jan-07
Sep-06
May-06
Jan-06
Sep-05
May-05
Jan-05
Sep-04
May-04
30,000,000
Jan-04
40,000,000
Local online users trust Newspaper Web
sites more than local TV station sites,
portals, online yellow pages, city guides,
local magazines sites and classifieds!
Source: Online Publishers Association (OPA) and Jupiter Research, 2008
77% of frequent web
visitors are more satisfied
with local content on
Newspaper Web sites vs.
portals
Source: Online Publishers Association - Local Online Media: From Advertising to Action – Jupiter Research - August 2008
Q: About how often do you visit the following sites? (select one)
Q: How satisfied are you with the way your local community is covered by the following Web sites? (select one for each)
Reason #3
Newspaper Web sites Offer
Engaging Products and Services.
Newspaper Web sites Provide
Functionality and Web 2.0 Features
• Some of the types of interactive features offered on the web sites
of the top 100 US Newspapers in 2007 and 2008 are as follows:
•
•
•
•
•
•
•
RSS
Blogs
Niche
Video
Online Portals
Social Networking (Facebook)
Mobile
Source: Bivins Group 2008
Reason #4
Newspaper Web sites Extend Local
Reach For Advertisers.
“Local businesses of all types are realizing that
they need a visible online presence in order to
compete in their marketplace.”
- Blizzard Internet Marketing, August 2008
Currently, 66% of Newspaper Online
Revenue is Local
Total= Approximately $3.2 Billion
National
$1.1 Billion
34%
$2.1 Billion
66%
Source: Borrell Associates May 2008
Local
Source: Borrell Associates, 2008
“With strong brands and trusted
environments, local media sites
deliver concrete results for
advertisers.”
- Pam Horan, President Online Publisher’s
Association
Reason #5
Newspaper Web sites
Encourage Action!
Action!
46% of local online
content users took
action after seeing
ads on a local
Newspaper Web site.
Online Publishers Association and Jupiter Research’s Spring 2008
“Brands are starting to realize just because
content and advertising is delivered digital doesn’t
mean the rules for successful advertising have
changed. Amazing creative placed with highlyregarded and well-respected media brands, like
online newspapers, is still the most effective way
to build brands and drive ROI.”
- Shawn Riegsecker, President, Centro
Newspaper Web site Visitors
Spend More Online
• 44% of those who visited newspaper web
sites in the past 30 days spent $500 or
more in online purchases in the twelve
months.
• That compares with 37% of Internet users
overall.
Source: Scarborough Research, Multi-Market Release 2, 2008 12 months.
56% of
adults trust
ads on a
Newspaper
Web site.
Source: OPA and Jupiter Research, August 2008
Why Use Newspaper Web sites?
Five Good Reasons…
Newspaper Web sites…
#1 - Reach engaged audiences.
#2 – Are continually growing.
#3 – Offer engaging products and services.
#4 – Extend local reach for advertisers.
#5 – Encourage action.
Don’t Miss The Train
Newspaper Web sites =
Localmotion!
Include Newspaper Web sites
in your advertising plans today!