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."
I know you've all heard the saying 'hope springs eternal'. This time of year I like to twist it a little to 'spring's eternally hopeful'. After the winter we had, spring better be hopeful. No one loves spring better than the millennials. Those 18 to 34 year olds that I would rather call the young and the restless because I think it describes them better than millennials. This cluster of fun lovers is always on the go, but once the snow and ice are gone, they really get going. If this is a group you've been trying to reach and have been having trouble, let me solve that problem.
We publish the ultimate weekly Going-Out guide both in a print tabloid and online. The publication is Vita.mn and it comes out every Thursday and is online all the time. More than 55,000 fun seeking readers pick up Vita.mn weekly at convenient racks around town and 73% keep it as a guide for activities during the week. In addition to the popular weekly publication, readers continue to make the Vita.mn website their go-to source for local entertainment news. These young people are well educated with 79% having attended college.
Vita.mn also sponsors some of the hottest local events, notably Rock the Garden (June), the Basilica Block Party (July) and Music+Movies at the Lake Harriet Bandshell (August) to name a few. Some special interest issues you may want to get into are the Patio Guide (May 15th - the most complete guide to the greatest patios to enjoy some liquid refreshments, eats, scenery and good conversation), the Summer Guide (May 29th - virtually every summer event listed with the when, where, etc.) and the "All-Star" Best-of-issue (July 10th - this comes out the week before the MLB "All-Star" game at Target Field and will include every 'best of' you could ever think of in the twin towns.
I'll say it again. If you want to reach the young and restless, Vita.mn is where they will be. If interested, give Mike Albo, a Vita.mn sales manager, a call. He can be reached at 612.673.7188 or e-mail him at Mike.Albo@StarTribune.com. Enjoy spring and summer. We've earned it!
Pearls of Wisdom: Wayne Gretzky, maybe hockey's greatest player to date said... "You'll always miss 100 percent of the shots you don't take."