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November 2002
Point of View
In the last few months we’ve encountered several issues that could be described as promising. We’d like to share not only because you might agree, but when viewed collectively, it appears there really is good news out there…that, at the very least, there is some sunshine at the edge of the forest of uncertainty we still find ourselves mired in.
- During the recently concluded Belden Workshop (and, incidentally, the Spring dates are April 3-4, 2002) several of the attendees were comparing notes and samples of collateral materials developed based upon Belden research – most importantly, they were comparing success! We heard: “…this advertiser bought a $40,000 schedule last year and is now on a $120,000 contract.” Or, another who had just upgraded an automotive account to a $70,000 schedule thanks to the new research we were able to share!” Such comments have been echoed repeatedly of late. We love the way that sounds. Not only does that suggest research is an investment which truly yields very nice ROI (the two sales mentioned more than paid for the newspaper investment) but also that newspapers are beginning to find advertisers spending more. Very refreshing news.
- We don’t know if this internal barometer means a darned thing, but we’ve certainly been contacted with greater frequency for a number to “plug in to the ’03 budget.” Not all those budgets will be funded and some engagements will benefit other research partners (gads!!) but it has to be a positive sign. Keep those calls coming.
Connect these two points – advertisers spending more thanks to research and more possible research – with the consensus the ’03 economy will be slightly better, and that provides some hope.
Harder to quantify and get one’s arms around is the type of work being fielded or contemplated. Some have a slightly different focus. In addition to the valuable “let’s tweak and repeat the market study we did before” many are attempting to predict -- to create different products and research insights type projects. This bodes well for our industry.
Consider:
- Actual advertiser and consumer interviews in advance of designing specific NEW products in the classified category; and, then testing success upon deployment.
- Multi-market single copy and pass along studies – can’t tell you how often those two issues have been amongst the first questions during calls we’ve made. And, there is little question BOTH will become increasingly important to newspaper distribution/measurement efforts.
- Expansion. At least two newspapers have identified areas to focus growth efforts and are researching that audience to better capitalize upon/serve that possibility.
- Some tightly defined niche segments like Spanish language and stand alone classified products are being examined thoroughly. Don’t know how many agree but it’s these specialized products, designed for exploring markets that will be integral to newspapers continued success.
- And, of course, each round of our Sales & Site Survey (we’re on our 7th!) has a special focus responsive to key online issues – this time we’re looking at real estate.
To back all that up, it also seems like the organizations involved are more interested in post research training and follow up instruction to make sure they get the most from their investment. There’s a word that hasn’t been used nearly often enough in the past few years – training.
Perhaps the tougher times are really serving us well? While it could be argued either way, we’d like to think we’ll exit this tough economy with a closer connection to readers and advertisers, in part, thanks to recognizing the need to conduct more research!
Aldous Huxley once said, “Every man who knows how to read has it in his power to magnify himself, to multiply the ways in which he exists, to make his life full, significant, and interesting.”
Let’s make sure newspapers – in all their myriad, developing offerings – help fulfill that vision.
New Seminar to Focus on Ad Revenues – Money Tour Targets Newspapers.
A one-day seminar aims to help publishers increase their advertising revenues, both in print and online. The Money Tour, produced by The Stoltman Group LLC, will make its debut in Princeton, NJ on February 13, 2003.
The seminar will cover the latest research about readers and advertisers, and offers tips on motivating sales forces and promoting advertising products.
“The goal is for the audience to walk away with real concrete steps that they can put into place at their newspapers,” said Marsha Stoltman, president of the producing company and the former general manager of Editor & Publisher’s Interactive Newspapers Conference.
The Money Tour’s presenters are Mike Blinder, president of Multimedia Sales Specialists; Carol Richer, president of Sales Training Plus; and S.W. “Sammy” Papert III, chairman and CEO of Belden Associates.
Stoltman said the group hopes to repeat the Money Tour later next year in the Southeast, Southwest and Northeast.
For more information or to register, log on to: www.money-tour.com
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