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Marketing and Readership Surveys and Focus Groups Readership and Marketing surveys are important tools for identifying and quantifying your market. Surveys and focus groups can be used for marketing materials and as an analysis tool for your marketing strategies. Gathering information Marketing information can be gathered by forming focus groups or conducting surveys. Online surveys – www.surveymonkey.com Print surveys – in your paper Departmental classes – check with your Advertising/PR classes or your campus Business School – these are usually free Professional survey companies
Professional Research Companies Newton Marketing & Research PO Box 6181 Norman, OK 73070 405-364-6442 Pulse Research PO Box 23035 Portland, OR 97281 503-784-5772 Arc Research 14 Commerce Dr. Cranford, NJ 07016 908-276-6300 MORPACE International, Inc. 31700 Middlebelt Farmington Hills, MI 48334 248-737-5300
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Marketing and Readership Marketing Your Newspaper Marketing materials Marketing your newspaper advertising opportunities is as limitless (or restricted) as your budget. Your paper should have at least basic demographic and spending habits information in your media kit. Some schools have marketing information packets separate from their rate cards, some are combined. Places to use marketing information Media kits Individually targeted yers for speciďŹ c business categories Inserts for customer invoices Analysis Analyzing your survey results helps identify areas where you need to focus your prospecting. If your students spend $500,000 a month on auto repair and services but you don’t have any auto shops advertising with you, create the appropriate marketing materials and develop that market.
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Marketing and Readership
The Orion, California State University, Chico
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Marketing and Readership
Daily Lobo, University of New Mexico
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Marketing and Readership Marketing Strategies Sample House Ads 3 Primary Goals of Newspaper Marketing 1. Find out who your readers and advertisers are, what they want and how to give it to them. 2. Scope out the competition for those readers and advertisers. 3. Find prospective new readers and advertisers. Source: Newspaper Career Guide, NAA
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The State News, Michigan State University
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Marketing and Readership How America Shops and Spends Results from a recent U.S. consumer-research study of more than 4,000 adults, conducted by MORI Research, provide compelling insights for succeeding in an increasingly competitive retail world. Today’s shoppers are smarter, less loyal, more time-pressed and more discerning than ever. Understanding Your Customer Is More Important Than Ever There are only three ways to grow your business. You can attract new customers, you can convince existing customers to shop more frequently, or you can get customers to spend more each time they shop you. The best way to grow your business is to understand your customers; who they are, how they shop, what they demand, when they shop, how often they buy, how they decide to buy and the tools they use to help them shop. Recent data released by the International Council of Shopping Centers supplement the “How America Shops and Spends” data. The ICSC data show that visits to America’s malls have declined from 3.4 visits per month in 2000 to 2.9 visits per month in 2004. The average shopping trip in 2004 was 80.6 minutes, up from 2001 but down slightly from 2003 (the average trip in 2001 was 78.1 minutes and 82.2 minutes in 2003). The good news from ICSC is that average expenditure in the mall is up 14.9 percent to $86.30 per trip. They also point out a correlation between time spent and expenditure: 30 minutes averages $53.10, while an hour jumps to $67.30; one to two hours measures at $100.50; and, two to three hours averages $140.20. There are demographic differences in weekday versus weekend shoppers. Women are more likely than men (49 percent vs. 38 percent) to shop during the week. Men are more likely to shop Saturday than are women (51 percent vs. 43 percent). Young people age 18-24 tend to be heavy weekend shoppers (62 percent on Saturday, 35 percent on Friday), while older people age 65+ stay away on weekends but are heavier-thanaverage shoppers on Tuesdays and Wednesdays. Why we Shop Convenience is the main reason people shop when they shop. This answer should be no surprise. It has always been so. Fifty-nine percent of shoppers cite reasons of convenience, such as extra time, being in the area, having a day off or extra money as reasons for both why they shopped and when they shopped. Immediate need was cited by 28 percent of respondents who mentioned that they wanted or needed immediately, saw a good price, had to get a replacement, or had a special occasion such as a birthday, as reasons to shop now. Source: Newspaper Advertising Planbook
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Marketing and Readership The Thin Market - Timing is Everything There are very few adults in the market for any particular good or service at any particular time. This is what is referred to as the “thin market.� Thin-market research data has consistently revealed that only a small percentage of potential customers shop for and buy various types of goods or services during a typical week. The most recent study revealed that the average percentage of adult consumers shopping the previous week, for the major product categories studied, measured 2.46 percent. The thin-market effect is further complicated by the fact that adults go into and out of the market very quickly. The prevalence of shopping convenience helps explain why 35 percent of shopping occasions are described as planned, while 65 percent are thought of as impulse or spur-ofthe-moment. The time period between the decision to buy something and actually buying it is very short for consumers. In 50 percent of cases, the decision to shop and to purchase is made on the same day. A much smaller number--18 percent of such decisions to buy are made as far as two weeks or more before the purchase. Source: Newspaper Advertising Planbook
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Marketing and Readership Newspaper Engagement Adults Most Often Describe Advertising in Other Media as Intrusive While only 19 percent characterized newspaper ads as intrusive, other media did not fare as well in this aspect of the survey. • Forty-one percent of those surveyed said they found internet ads to be intrusive • Thirty-eight percent said the same of television • Twenty-five percent mentioned radio ads as intrusive • Twenty-one percent cited magazine ads Today’s advertisers seek engaged audiences for these messages. More than any other medium, newspapers deliver engagement. Source: Scarborough Research Newspaper Engagement Study, 2005 Newspaper Advertising Planbook, 2007
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Marketing and Readership Promoting your Newspaper Marketing Teams Newspaper promotion at sporting events Table or booth at Orientation, Howdy Week, Campus Activity Fairs Promotional items – t-shirts, pens, notepads, bottle openers Contests and giveaways On-campus event sponsorship – concerts, movie nights, housing fairs House ads and contests
The Daily Collegian, Penn State University
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