Happy New Year! We just put another year behind us. All I heard last year was digital this, digital that, social media this, social media that, repeat, repeat. Sure, Star Tribune has massive digital reach and the most advanced audience targeting capabilities available. But I thought it might be fun to kick off 2015 with some interesting things I found in a recent article that talked about 5 advantages of newspaper advertising. I'm sure there are many more but I thought these were pretty good and wanted to share them with you.
FIRST, Print has gravitas.
How do you think it feels to be interviewed by a major newspaper and to see your remarks in print? Print has tangibility that the web doesn't. You can clip something out of the newspaper, send it to someone, put it on the fridge, tuck it in your wallet. I enjoy, when I'm reading my newspaper at the coffee shop, tearing out something while people watch me do it. I love to look them in the eye and say: "You can't do that with radio or television, can you?".
SECOND, "Influentials" are swayed by newspapers.
The MIR survey of the American Consumer found that so-called "Influentials", who sway other consumers, are influenced by print, with 53% being influenced by newspapers.
THIRD, Newspaper readers are focused.
Aside from brewing a cup of coffee, not that much multi-tasking goes on during newspaper reading. This only makes sense. If you are browsing the web with six tabs open and the television is on in the background, you may not be that receptive to all the advertising going on around you. But if you are reading a newspaper you're generally focused on just that.
FOURTH, Sometimes unplugging is very appealing.
We live in tech-saturated times. However, people are starting to see the value of unplugging occasionally. Baratunde Thurston, New York Times bestselling author unplugged for 25 days and wrote about this experience for Fast Company. People are unplugging themselves from their devices and the web, and the daily newspaper is there to engage people during these times.
FIFTH, Newspapers offer ad buyers flexibility and more personal attention.
You can place your ad in a section of the newspaper that is compatible with the audience you are trying to reach. There are distribution capabilities to send out geographically targeted pre-prints with the newspaper. You can tailor your ad to your budget with zoned sections of the newspaper. When you work with the newspaper you have a better chance of actually speaking with someone who divvies up the print real estate rather than leaving it up to an algorithm. So you can make your specific needs for ad positioning known.
Just because it's the new year, don't forget some of the old tried and true reasons to use the print edition of the Star Tribune.
Pearls of Wisdom: J.C. Penney said: "Give me a stock clerk with a goal and I will give you a man who will make history. Give me a man with no goals, and I will give you a stock clerk."
I can't tell you how many times over the years I've heard customers say: "I want my ad on the front page of the newspaper." In the old days, that was a no-no. Today there is more than one way to get an ad on the front page of the newspaper. One of the most effective ways, however, is a sticky note. If you need some hard facts on how effective sticky notes are, try these. From the recent study "How America Spends & Shops 2013", 79% of adults took action with a sticky note, 62% removed and saved, 58% used to compare prices and 52% saved until they visited a store. Additionally, 28% saved until they needed to purchase, 25% showed to a family member or friend, 40% used to make an unplanned purchase. Pretty compelling stuff.
You can't beat the position of the front page of the newspaper. Put a sticky note on your smart phone, tablet, laptop or office PC to remind yourself to talk with your Star Tribune Account Executive about putting sticky notes into your holiday and 2015 plans. You'll be glad you did. Have a happy Thanksgiving and a successful holiday selling season.
Pearls of Wisdom: Tim McMahon said, "Yes, risk-taking is inherently failure-prone. Otherwise, it would be called sure-thing-taking."
In today's world of business we live and die by research and numbers. I've heard it said that he or she with the best numbers...wins. I've got some winning numbers for your consideration.
The latest Scarborough report is out and I'm happy to report that it shows overwhelming proof that Star Tribune has the greatest reach of any media brand in the Midwest. Let me share some of the juicy numbers on our audience dominance:
- Nearly 1.4 million Twin Cities consumers read the Star Tribune in print or online each week, more than 54% of metro adults.
- Those online readers are very engaged, driving 84 million page views every month.
- Each month, Star Tribune has nearly 3 million mobile unique visitors.
- Two thirds (66%) of those who receive it report they have read Twin Cities Values (our non-subscriber product) in the last week - more than 330,000 consumers in the Zip codes advertisers want most.
These are exciting highlights to report and as fate would have it, the latest version of our Magid (formerly MORI) custom study also just came in, with more dominant proof that advertising in Star Tribune works!
Some of the highlights:
- Among Star Tribune readers, 92% have taken action as a result of an ad in Star Tribune in the last 30 days.
- Do readers become buyers? You bet they do. More than 75% of readers made a purchase decision as a result of seeing an ad in Star Tribune.
- 63% took action to get more information - visited a store or showroom, called, checked out the website.
- Among ALL metro adults, not just regular Star Tribune readers, 65% acted on Star Tribune advertising in some way. That's some reach, eh?
Like I said, we all live and die by research and numbers in today's business world. According to our numbers, Star Tribune print and online is living very well and delivering results for our customer partners every day. Try us, you'll like us.
Pearls of wisdom: Lily Tomlin said, "We're all in this alone."
Ah, the good life. Four times a year, we publish a tabloid section called The Good Life. It's targeted to the baby boomer generation and above. They are living better and longer these days and guess what, they spend far more than any other demographic. A lot of the millennial generation has allowances along with a basement couch to sleep on provided for them by their baby boomer parents. So common sense would tell you that someone with assets, as opposed to allowances, would be a pretty nifty potential consumer of your goods and/or services.
You can reach this lucrative audience on Wednesday, October 22nd in The Good Life section being published that day. The story content covers work, money, technology, health and wellness, leisure and travel, housing, family life and more. The October issue will focus on fitness, health and wellness - how to stay in shape in your 50s, 60s, 70s and beyond. The Star Tribune reaches 66% of Twin Cities adults 50 plus. Not many, if any, media can make that claim.
It is also produced in both print and online. Don't miss this opportunity to talk to this premier audience with money to spend. Space reservations are due Friday, October 3rd. I'm sure you'll be hearing from a Star Tribune sales account executive soon.
Pearls of Wisdom: Casey Stengel said... "There are three kinds of people: Those who make things happen, those who watch things happen, and those who ask, 'What happened?"
We publish a dozen targeted special interest sections (some have multiple editions) a year. Given a multiple choice of all of them, I'm pretty sure you could pick out which of the twelve is the best read and looked forward to the most. You guessed it, the State Fair Guide. As I'm writing this, we are approaching the official start of Summer and I'm looking out my office window at another down pour of rain. By the time you're reading this it may be past the 4th of July so you can't get mad at me for writing about the Great Minnesota Get Together and the Great Guide we produce covering everything at it on Sunday, August 17th.
Everything you wanted to know, but were afraid to ask about the 12-day event, will be covered in our Guide. Any new food items that can stay on a stick until it gets into your mouth will be covered as well as a day-by-day calendar of music, special events, exhibits and new innovations. The guide also includes a comprehensive map of the grounds. You'll never be lost at the Fair if you've got our map in hand.
We also have a special State Fair edition of Vita.mn running on Thursday, August 21st and our digital section includes video and daily updates. My question to you: Why wouldn't you want to be part of the State Fair Guide? Commitment date is July 30th with ad materials due on July 31st; final changes due August 6th with distribution in the Sunday Star Tribune August 17th.
If your account exec hasn't gotten hold of you yet, give me a shout. We'll make sure you're taken care of. See you in the State Fair Guide and see you at the Fair.
Pearls of Wisdom: Mario Andretti said... "If things seem under control, you are just not going fast enough."