Who we are: Why did we do it? What we do: Good is the enemy of Great. The goal was to bridge the. resources to newspapers

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1 Happy to help YOU!

2 Who we are: SYNC2 Media was launched in 2012 as the official rebrand of the decades-old company formerly known as Colorado Press Service Why did we do it? What we do: The goal was to bridge the difference Newspaper between Media (print/digital/event) and digital blast and (national, provide includes layers) resources to newspapers Geo-Fencing and Search to be able to do the same Data Native Good is the enemy of Great

3 Colorado as a market #1 Economy in the nation US News and World Report #2 Most educated state in nation 2016 US Census data 97% Small biz make up economy Gov. Hickenlooper #2 Place to live, start a biz Forbes, LinkedIn

4 About this study: Conducted by Pulse Research in June Colorado residents from across the state contacted 29 Questions on survey about media consumption 202 Identified as a newspaper reader 198 Identified as a non-newspaper reader Defining a non-reader: Someone who has not read a print newspaper in the last week.

5 Who took this study: Conducted by Pulse Research in June % Are considered Millennials or younger (39 and younger) 38% Are considered to be part of Generation X (40-51) 30% Identified as Baby Boomers (52-70) 13% Were younger than % Were female 49.8% Were male

6 83% Read newspaper media in the last month 80% National Average, according to NNA 71% Read newspaper media in the last week 62% Read newspaper media in the last 24 hours 63% National Average, according to NNA So, how many people are reading newspaper media? Key takeaway: People access newspaper media more in Colorado than nationwide

7 22% Read the paper in print format only 28% Read the paper in print and digital formats 1 in 2 Read the paper in print form So, how many people are reading newspaper media in a print format?

8 33% Read the paper in digital format only 28% Read the paper in print and digital formats 3 in 5 Read the paper in digital format at some point So, how many people are reading newspaper media in a digital format?

9 A comparison: In the last 24 hours Media type Overall Newspaper media 62% Newspaper media ( ) 69% Television media 53% Local news broadcast 31% Radio media 49% Google search for biz 46% Visited FB biz page 23% 59% Of newspaper readers accessed the print product 69% Did NOT watch local TV news in the last 24 hours 20% Clicked on a google sponsor ad 5% Responded to a Facebook biz offer

10 49% Amount Baby Boomers account for on national consumer spending 66% Of Baby Boomers access newspaper media in print form 57% Adults weekly use newspaper media to plan for purchases and shopping 71% Of Millionaires read newspaper media A breakdown of readers: By generations, overall Sources: Buzzfeed 2017, NYPS 2016, NNA 2016 Millennials Gen X Baby Boomers Overall Read paper in print 39% 45% 66% 50% CPU 45% 26% 35% 35% Smart phone 72% 38% 22% 43% Tablet 22% 19% 21% 21% Facebook 26% 20% 14% 20% alert 5% 5% 14% 8% Due to sample size of each generation, not statistically valid, but based on responses:

11 A breakdown of where people look for ad info: By reader and non-reader 35% Use newspaper media to find local shopping info Overall Reader Non-reader Search 27% 23% 30% Daily newspaper 21% 34% 8% Weekly newspaper 10% 13% 5% Newspaper website 4% 4% 3% Local Television 8% 11% 6% Cable Television 5% 7% 4% Facebook 7% 6% 7%

12 So, what do the survey results tell us about newspaper readers?

13 Wealthier On average, newspaper readers make 15 percent more than non-readers, also spend more 82% Looked at print product in last week 35% Looked at newspaper website on desktop 34% Looked at newspaper on smartphone Educated Nearly 1 in 4 have postgraduate degrees, and 80 percent have been in college

14 Areas of greatest interest Breaking news Community news Crime news Political news Business news Entertainment news School news Sports news

15 Community minded In all community related questions, readers rated that they were very interested or interested in local news more than non-readers by a wide margin. Local By more than a 2:1 ratio Business news Political news State/National news By nearly a 2:1 ratio Community news Breaking news County news Crime news School news Sports news

16 Spend more $$$ 135% More likely to buy a new car than a nonreader 31% More likely to buy a used car than a nonreader 76% More likely to remodel home than a nonreader 28% More likely to buy furniture than a nonreader

17 Like to travel and dine 57% Go out to eat at least once a week 57% More likely to travel for vacations instate 37% Go out to eat multiple times per week 132% More likely to travel for vacations in the Rocky Mountains

18 Are more active In all activity questions, readers were more active than non-readers. Biggest areas of difference include: 33% More likely to go skiing 52% More likely to attend a college sporting event 36% More likely to attend a pro sporting event 20% More likely to go biking 16% More likely to go hiking

19 So, what do the survey results tell us about Non-readers?

20 News consumers Non-readers are still newspaper consumers, just not in print format News in hand 47% Access newspaper media via smartphone 30% Access newspaper media via desktop 16% Access newspaper media via Facebook They mostly access newspaper media from their smart phone and do so at higher rate than readers

21 Areas of greatest interest Breaking news Community news School news Crime news

22 House hunters Twice as likely to be in the market to buy a house than readers Non-readers are more often Single, never married Living with a partner Divorced or separated Have slightly more children in the household

23 Snapshot of highlights for newspaper media #1 In trust for local community news 21 percentage points higher than social media

24 Snapshot of highlights for newspaper media #1 In trust for local advertising information 15 percentage points higher than TV 20 percentage points higher than radio 22 percentage points higher than social media

25 Snapshot of highlights for newspaper media #1 In where to find local retail shopping information 25 percentage points higher than TV 27 percentage points higher than social media 30 percentage points higher than radio

26 Snapshot of highlights for newspaper media #1 In media access in Colorado 71 percent of all Colorado residents access newspaper media in a week. There is no other legacy or media in Colorado that comes close to what newspapers/digital can deliver. John Marling, Pulse Research

27 7 reasons to consider Colorado newspaper media 1. Colorado market is booming 2. Newspaper readers are engaged 3. Newspaper media is most consumed media type 4. Even non-readers access newspaper media 5. Most trusted = Brand safe 6. Ideal target audience and platforms (Wealthier, spend more) 7. ROI 5x Adding newspaper to campaign increases campaign effectiveness

28 Newspaper websites 7 reasons to consider newspaper websites 1. Display ads on premium sites had an average brand lift of 67%, delivering premium performance 2. Premium sites are 3x more effective in delivering mid-lift metrics, such as favorability, and performed better in upper funnel and lower funnel than programmatic 3. Direct sold ads perform have 10% better viewability than programmatic display web ads. 4. Direct sold videos had 59% viewability rate, compared to 35.5% programmatic (9% programmatic were deemed fraudulent) 5. Newspaper websites have high level on engagement 6. Ideal target audience 7. Newspaper sites are brand safe 5x Adding digital news brands can improve ROI

29 Newspaper websites What do we mean by brand safe?

30 Case study: Print and digital 2-10x Adding newspaper can supercharge other media when added to the mix Objective: Find the right geo and demographics to highlight the school's new campus Drive qualified candidates to engage in online actions or to attend one of several information sessions Target: People with a college degree and an interest in continuing education People in desired demo, also located within a 25- mile radius of new campus Commuters in and around the new campus location Strategy: Four targeted blasts highlighting the message Continual online and mobile targeting to same geo Retargeting online, mobile and blasts Print campaign built around community newspapers and events featuring program information Results: With the multi-platform approach, the school saw enrollment increase by 700% during the campaign. All sectors of the campaign online, mobile, and print saw at least a conversion. The ROI was more than 143,000%

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