Home' Local Media Today : March 2006 Contents 8
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Over 40 SNA members participated in the
annual SNA media buyer roundtables at
RAC last month. The meetings were high-
ly productive and generated a lot of great
discussion between newspaper represen-
tatives and retailers. A brief recap of
each meeting appears below. For more
detail about any of these meetings, con-
tact Nancy Lane, President, SNA at (843)
390-1531 or firstname.lastname@example.org.
Vicki Manning and Amy Prohaska met
with SNA members and reviewed some
exciting plans for 2006. For both AJ
Wright and HomeGoods, community
newspapers are expected to receive
larger schedules this year. This will
serve as a test for the company. The
process of identifying community news-
paper options in their markets and col-
lecting rates proved “painful and time-
consuming” for the TJX media team.
Like many others, they reported that it is
difficult to buy community newspapers.
Their analysis did show that suburban
and community newspapers offer good
penetration surrounding their stores and
also considerable savings. The increased
business is still several months away as
the analysis is ongoing but it looks very
In 2006, they will have approximately
125 grand openings. At TJ Maxx, they are
adding accessories to 80 stores; for
Marshalls they are expanding the shoe
department. They are having success with
the super store model – putting a
HomeGoods side by side with either a TJ
Maxx or Marshalls (same store – no
walls). Although they are opening some
new stand alone HomeGoods in 2006, the
future model will be the super store con-
For HomeGoods, customers will drive
10-15 miles. The average age of the
HomeGoods shopper is 52 with house-
hold income in the mid $70’s. For TJ
Maxx and Marshalls, the average house-
hold income is mid $60’s.
TJX is very interested in event market-
ing – especially to help brand AJ Wright,
Bob’s and HomeGoods. When looking at
community newspapers, they look at the
penetration by zip code but also the edi-
torial quality of the paper. They use to
look at free versus paid but not anymore
(editorial quality is more important).
Audits are important but they are not
loyal to any one audit company; it’s just
important to be audited.
THE HOME DEPOT
Represented by: David Crawford and
Thomas Carter, Strategic
The plans for 2006 have
not been finalized yet.
They are concentrating
on spring home & garden
right now which is their
version of Christmas, their fourth quarter
so to speak. They still have an aggressive
grand opening schedule for 2006 with a
new store opening about every 44 hours.
Hispanic marketing is a major hot but-
ton right now. If you publish Hispanic
products, be sure to get your information
to Dave and Thomas (FYI – Thomas han-
dles the north region for The Home
Depot which includes the northeast and
Preprint distribution is determined by
many factors including: zip code sales,
sales per household in a zip code, poten-
tial of a zip code, etc. When looking at
daily vs. weekly, free vs. paid, etc., they
look at editorial quality first and foremost
in addition to penetration numbers for the
desired zip codes.
Sub zip code distribution is very
important; they want the flexibility. If
you offer this, be sure to let David know.
The majority of their preprints go out on
Thursdays followed by Sundays. When
there is a Sunday drop, they will go with
weeklies the Wednesday/Thursday fol-
lowing the drop – never before.
Represented by: Chris Cope,
In addition to JC Penney, ACG handles
to check their
data in the ACG
make sure that
it is in there and
up to date.
Contact Perry Hall to accomplish this.
Chris, like others, emphasized that we
must make it easier for media buyers to
buy our papers. The analysis process is so
important and often times the most diffi-
cult for a retailer. Chris urged community
newspapers to find ways to become more
relevant to readers and the community.
And, avoid complicated programs – con-
centrate on simplifying the buy. The
metro dailies and Advo are easy to buy.
However, retailers are far more flexible
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