Advantage Newspaper Consultants Company and Customer Newsletter
Issue link: https://www.ifoldsflip.com/i/674104
The Print Market: 61% of all US households read a newspaper each week. The Digital Market: 85% of all US households use the internet each week. The Mobile Market: Mobile app and smart phone use exceeds desktop use now and will be up another 29% in 2016. Advertisers without a "digital presence" are INVISIBLE to 60% of website/mobile users! Mixed Media - The Game Changing Facts: All advertising must move toward a mix of print and digital ads to follow consumer markets. Over 65% of consumers use a smart phone and in 2015 usage exceeded 5 hours per day. Viewed impressions are the standard for ad effectiveness, no matter what media format. REACH and FREQUENCY have always been newspaper standards. Advertising to the "Invisible" Market: For every consumer that is making a buying decision, there is an equal unseen prospect considering a purchase but, "invisible" to advertisers. Buyers experiencing multiple exposures, instead of single ones, will now see print and digital ads and search online before making buying decisions. Advertisers want to know "What's in it for me?" Offering your advertisers a Total Market Reach package will show them that they will have access to your newspaper's ENTIRE print, digital and mobile audience. As well as a year-long presence and commitment discounts, that equal a results strategy from YOU, their hometown newspaper. Let ANC help you devise a TMR program to help your advertisers reach the print and digital markets - and embrace your mobile market with effective ad strategies. Contact your ANC Division Sales Manager today, or call 910-323-0349. 2850 VILLAGE DRIVE, SUITE 102 FAYETTEVILLE, NC 28304 910-323-0349 (PHONE) 910-323-9280 (FAX) WWW.NEWSPAPERCONSULTANTS.COM TMR Means Total Market Reach What Advertisers Need to Know about Your TOTAL Market Enlightening article from Creative Circle Media Solutions Rethink Your TV Book and Grids Are TV listings a waste of space? Americans watch more TV than any other nationality. The average American adult spends less than 10 minutes a day reading a newspaper but more than 30 hours a week watching TV. A TV is on each day for an average of 7 hours and 40 minutes in the average home. 98 percent of American households have at least one TV, and 41 percent have three or more. American children spend 900 hours per year in school, and watch TV an average of 1,023 hours per year. The average American watches 17 days of TV commercials a year – that's about 20,000 commercials. Older people, those who also read more newspapers, watch more TV than any other age group. Americans over 65 watch an average of 48 hours per week. The average American will spend 15 year of their life watching TV. That's 141 hours per month, or 1,692 hours per years. More people in your community spend more time watching TV than doing everything else you cover combined. Still think TV coverage is a waste of newsprint? The trick to TV coverage success is not doing what newspapers used to do. The world has changed. How to score a TV win The typical American household now gets 180 channels but routinely watches only about 16. Our own national research on TV coverage showed that as soon as they get digital cable and all those channels, people stop using TV grids because online cable guides are much better at alerting them to "What's on tonight?" So we have to get out of that mindset. The big problem viewers have with 500 digital channels isn't "what's on" – it's "what's good." The cable guides don't help solve that problem. And that's where newspapers come in. Instead of a giant grid with no detail, newspapers should print only the core channels that most people watch – the networks and a handful of basic cable channels. (A lot of cable channels in your daily grid or weekly grid don't even get 1 million viewers nationally, so the number of people watching any of them locally is tiny.) Now give readers lots of detail on those 10-16 channels so the grid has real meaning. Then take all the space you freed up from cutting the grid down and tell me what's on tonight that's worth watching. That is the kind of job we can do better than the online cable guide. And after paying my $150 cable bill and buying my $2,500 flat screen TV plus my Apple TV device, surround sound speakers and more, paying the newspaper $1 to know what's on tonight that's GOOD is a worthwhile investment. Bill Ostendorf, President Creative Circle Media Solutions