Home' Local Media Today : October 2006 Contents OCTOBER 2006
$8.95 Federation and NAA Members
$10.95 SNA Member
How to Order
NAA Planbooks (item #21070), call (800) 651-4NAA
and mention code P7SNA.
To order online or download an order form, please
Clearly illustrates the power of newspaper-advertising media to both reps and advertisers
Makes a memorable leave-behind and great holiday gift for your prospects and customers
Planning section helps reps and customers work together to plan and track advertising
Must-read information that keeps managers and reps informed of industry standards and trends
An important part of any sales-training program
Over 100 pages packed with new
data and updated information...
How America Shops and Spends—all-new survey results!
The good news about newspapers versus other
The latest on newspapers online
Completely updated Celebrations & Events pages
2007 planning calendar and more!
The Newspaper Industry’s Most Widely Used Sales Tool...
2007 Newspaper Advertising Planbook 29
Copy and Layout
Twelve Things a Good Ad Does
1. Stops the reader from turning the page.
2. Works likeagoodsalespersonbytellingpotential
customerswhata productwilldofor them.
3. Builds onaconceptor idea. Areader mustinstantly
r eco gniz e the conce pt be ing com mun icate d.
4. Sells a product’s benefits rather than its features.
Peoplebuybased on what the product will dofor
them—not what ingredients it has.
5. Promotes the name of the store while visually creating
animage for thestore.
6. Speaks to a specific group of people.
7. Provides thefacts a reader needs withoutproviding
8. Conveys its message simply—is believable andhonest.
9. Is supported by good store management, in-store
merchandising andgood customer service.
10. Rememberswhothe customer isandwhatmakes that
11. Isnews:Readers sayadvertisinginnewspapers is as
important to them as other content. In fact, it’s the
primary reasonwhyreaders seek outgoodadvertising
in their local newspapers.
advertisingsellstopeople’s wants, notjusttheir needs.
People need transportation; they want a Mercedes.
They need clothing; they want Polo.
The Art and Science of a Good Ad
® Knowyour market.
® Know what sells.
Good Layout—Great Ads
®Iswell-organized and attractsthereader’s eyeusing thebasic
principlesof advertising design: proportion, balance, contrast,
movement and unity
®Features adominant element, such as a photo, tograbthereader’s
attentionand conveythesales message at a glance
®Usesno morethan threetypefaces
®Useseitherspot-color or four-colorphotos or illustrationsto grab
AIDA = The Classic Formula
for Effective Ads
I = INTEREST
D = DESIRE
A = ACTION
ATHENA AwardWinner 2006
56 2007 Newspaper Advertising Planbook
The 4-Step Ad Plan
Step 2:Forecast Your Monthly Sales.
EXA MP LE
A typical jewelrystorein aneighborhood shopping center does
8.6percentof its salesin February(fromthetable on page60).
$ 280,000 Forecasted annual sales
Monthly percentage(for February)of year’s sales
$ 24,080 Forecasted Februarysales
Step 3: Forecast Your Monthly Advertising
EX A MPLE
$24,080 Forecasted Februarysales
A/Sratio for jewelrystore
$ 1,180 February advertising budget
1. Forecast your annual sales.
2. Forecast your monthly sales.
3. Forecast your monthly advertising budget.
4.Determineyour monthlyadvertising schedule.
Step1: Forecast Your Annual Sales.
EXA MP LE
A typical jewelrystorein aneighborhood shopping center
has approximately1,200 squarefeet and asales-per-square-foot
averageof $280 (fromthe tableon page59).
Theexample below assumes youractualsquarefootage
1,000 Yourstore’s actual squarefootage
$280 Sales per squarefoot (from tableon page 59)
$ 280,000 Forecasted annual sales
51 percent of adults
read a newspaper on an
Scarborough Research, 2005
Belden Research Wows Members & Media Buyers
62% Above, Belden Associates Kathy Beitler had a
lot to smile about as she prepared to unveil
the survey results. Below, Marlene Squires-
Swanson, Director of Media and Marketing for
Pep Boys, and Dave Gusse, VP at Stategic Print
Marketing were just two of the 35 media buy-
ers on hand to hear the study results firsthand.
The largest study ever undertaken on
behalf of suburban and community news-
papers - 21 markets in 16 states, over
8,500 interviews. Price tag: $370,000+.
An audience who heard the results which
included over a dozen key media buyers for
accounts like Michaels Stores, Pep Boys,
Sears, JC Penneys, Valassis, Best Buy.
Results that impressed everyone who heard
These elements combined to make the
unveiling of the SNA underwritten
Belden study at the SNA Fall
Conference one of the crowning
moments of the association in
2006.According to John Dennis, JC
Penneys Research Manager-Media
Service, The session on the new Belden
study was enlightening. It not only pro-
vides SNA newspapers with fresh data
to sell their story, but also reinforces
JCPenneys utilization of suburban
Listen to this result. Actually say it a
couple of times and youll really get the
impact. 62% of adults rely most on sub-
urban and community newspapers for
the content they care most about - com-
munity and neighborhood news.
Got that? More than 6 in 10 adults say
their local newspaper is the #1 source of
the information they seek most - com-
munity and neighborhood news. And it
doesnt stop there - the ad content within
the paper is almost ranked as high as the
community & neighborhood news.
Belden Assoicates Managing Director
Kathy Beitler delivered the first look at
the just completed research to a packed
house at the Fall conference last month.
Her remarks shed light on key demo-
graphic profiles of suburban and com-
munity newspaper readers and dug
deeply into shopping habits and prefer-
ences. According to Beitler "This rich
database provides individual SNA mem-
bers with powerful sales tools. Not only
is key data about the buying power of
the suburban shopper included, but also
the importance of the mid-week media
buy to advertisers is really brought
home. You see, SNA members can illus-
trate that suburban readers' use suburban
and community newspaper ads to make
local shopping decisions, and that adver-
tising mid-week can impact those con-
sumers' decision-making in advance of
their heavy Friday/Saturday shopping
Among several key demographics the
research revealed is that the median
household income among the suburban
markets studied is a whopping $74,600 -
about $30,000 higher than the national
average. The audience also learned that
about 80 % of household spending is
controlled by women.
An immediate member benefit from the
research is a series of house ads touting
the impressive results. PDFs of the ad
campaign are available at SNAs web-
site, www.suburban-news.org. These ads
are designed in such a way that SNA
members can localize them for their
Louisa Koken, former Sr. VP of
Vertis/TNN and consultant on marketing
local newspapers, honed in on another
immediate opportunity: home office
workers. The research revealed that 42%
of suburban and community newspaper
readers plan a purchase in this segment
over the next 12 months. What a great
story, said Koken. She said newspapers
should use this immediately and advised
that they develop a slick marketing piece
thats localized to the market with read-
ership levels and the local Office Depot,
Staples and other office supply compa-
nies pinpointed. Go visit these accounts
pronto. Tell them to let you connect
them with the people in your market that
will be making these purchases, said
Shopping habits. Reader preferences.
Demographics. There is a lot to come
from this survey. Stay tuned.
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