The Strength of Our Media. Sarasota/Bradenton/Venice Market

Transcription

1 The Strength of Our Media Sarasota/Bradenton/Venice Market

2 Nationwide People use newspapers or the Internet for nearly two thirds of all advertising. Media Used Most for Checking Ads 35% Herald-Tribune Media put your message where it will be seen by the most people. 28% Newspapers Internet Direct Mail Source: How America Shops & Spends, Frank N. Magid Associates 2011

3 Newspapers provide the most reliable way for businesses to reach customers. Newspaper Benefits: - Audited, paid circulation - Reaches upscale consumers - Reaches the most consumers - Most credible local information source - Ad volume creates consumer marketplace - Can target by geography and demography - Can communicate detailed information - Short deadlines allow flexibility - Can be saved and transported Herald-Tribune advertising gives you the benefits of newspapers in one of Florida s finest markets.

4 Nationwide In a newspaper, advertising is welcome & credible: that s what makes it work. 84% Of all readers say they look at advertising every week 72% Of all adults used a preprinted insert in the past month Readers seek out advertising in the newspaper. It is one of the main reasons they buy a newspaper. Source: How America Shops & Spends, Frank N. Magid Associates 2011

5 Nationwide When people see newspaper ads, four out of five spring into action. Of those: 64% Clip coupons 54% 62% Buy something advertised 48% In a newspaper, your advertising is part of the most credible news medium, and that gives people the confidence to buy. Visit a store Pick up a shopping idea Source: How America Shops & Spends, Frank N. Magid Associates Actions taken within 30 days.

6 Nationwide When people get a newspaper insert, 4 out of 5 spring into action. Of those: 72% Clip coupons 65% 74% Compare prices 54% Newspaper inserts give people the information they need to buy. On average, consumers keep Sunday inserts for nearly five days. Visit a store Take the insert with them Source: How America Shops & Spends, Frank N. Magid Associates Actions taken within 30 days.

7 In Sarasota/Bradenton/Venice Nine out of 10 people use coupons; the majority get them from newspapers. Newspaper In-store Coupons Digital coupons Mail Source of Coupons: 484,000 Users - 82% of All Adults 39% 38% 46% 73% Even with the rise of other options, most consumers prefer newspapers to all other coupon delivery methods. In-store Circulars 33% 30% Loyalty Card 24% Product Packages 19% Internet 17% Magazines 15% Source: Scarborough Research, Sarasota/Bradenton/Venice is Sarasota & Manatee counties.

8 In Sarasota/Bradenton/Venice Nearly as many people read newspapers in a week as go on the web in a month. Media Use Newspapers are the main news and information source in local markets. 431, ,000 Newspapers Past Week Internet Past Month Source: Scarborough Research 2013

9 In Sarasota/Bradenton/Venice Newspaper web sites account for nearly 30% of the local traffic on the Internet. Media Use 336,000 Far from replacing newspapers, the web has allowed them to develop a powerful media combination for advertisers. 431, ,000 Newspapers Past Week Internet Past Month Newspapers Other Sites Source: Scarborough Research 2013

10 Newspapers and the Internet are the preferred shopping and buying media. Used Past 7 Days for Shopping Planning & Purchase Decisions Medium Newspapers Internet Direct Mail Television Radio Total Adults 52% 48% 42% 36% 16% Men 46% 45% 34% 37% 18% Women 57% 51% 49% 34% 13% % 58% 40% 40% 14% % 54% 46% 38% 20% % 44% 44% 36% 17% % 27% 36% 24% 10% A combination of the newspaper and the Internet is best way to reach people of all ages when they are ready to buy. Source: How America Shops & Spends, Frank N. Magid Associates Leading medium.

11 People say newspapers and the web give them all they need to go shopping. Relative Benefits of Advertising Media Primary Medium Newspapers Internet Direct Mail Television Radio Finding sales 38% 18% 17% 16% 2% Planning shopping 36% 28% 14% 7% - Preferred for advertising 36% 21% 16% 9% 1% Believable & trustworthy 36% 15% 12% 8% 1% Checking ads 35% 28% 12% 9% 1% Look forward to ads 30% 13% 13% 8% 1% Convenient 29% 37% 12% 9% 2% Up-to-date 25% 43% 8% 13% 2% Comparing prices 25% 50% 9% 3% 1% The convenience and credibility of newspapers and the Internet create the ideal environment for consumers and they use it. Source: How America Shops & Spends, Frank N. Magid Associates Leading medium.

12 In Sarasota/Bradenton/Venice Smartphones have multiplied more than four times in the last four years. Smartphones 270,000 Almost half of all adults live in a household with one or more smartphones. 58, Sources: Scarborough Research, Sarasota/Bradenton/Venice is Sarasota & Manatee counties.

13 In Sarasota/Bradenton/Venice More than 70,000 people now read their newspaper on a mobile device. Mobile Newspaper Readers: 75,000 22,000 12,000 More than one in six newspaper readers read on a mobile device in the past month; most of them used smartphones. 41,000 In Print Smartphone Both Tablet Source: Scarborough Research Sarasota/Bradenton/Venice is Sarasota & Manatee counties.

14 In Sarasota/Bradenton/Venice Newspapers and their web sites reach more than 4 out of 5 local consumers. 80% 78% 79% Newspaper Reach: Print & Online 84% 85% 85% 89% In print and online newspapers offer tremendous reach especially among the market s best demographics. Even the youngest consumers rely on newspapers and their web sites. SBV Kids at Home Age White Collar Coll Grad+ Home $250K+ HHI $100K+ Source: Scarborough Research, 2013