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July 2001
Challenges in the newspaper industry
In today's economy, many newspapers are challenged with steady or declining readership, and faced with little or no
growth in advertising revenues. First quarter results show actual declines in most major categories. Competition in
many markets has continued to grow. We haven't completely figured out if the Internet's a friend or foe. In addition,
advertisers have higher expectations of media; they want substantiation that advertising reaches their target market.
The one-half works; just not sure which half has ceased to be a laughing matter.
Research = solutions
Research is a powerful tool to help newspapers address these challenges. Local market research will show that your
newspaper DOES reach most advertisers' targets and often has better reach than other competing media - in some cases,
more than many other outlets combined! And, there's a very large body of evidence suggesting newspaper advertising
leads to more retail transactions - that more people act as a result of seeing a newspaper message than any other
medium. Research results can be used to both increase advertising share among existing customers and develop new customers.
In fact, according to an article in the NAA newsletter by one of the leading newspapers in marketing, Belden Associates'
"cross-market comparisons and analysis have been critical in helping...identify approachable segments of [the] community
and understanding the demographics of those groups."
Looked at another way - research isn't an investment...it should be considered fundamental to the continued understanding
of readers' changing behaviors and motivations. Especially, when so many of our instincts and experiences DON'T apply to
the online environment.
One of the fundamental misperceptions associated with proprietary research, however, is that it is "too expensive" or
"out of reach." A number of newspapers working with Belden have found that research PAYS - with returns of up to seven
times their research investment.
Introducing Belden Basics
In order to help smaller newspapers compete more effectively, Belden has developed a new standardized study to provide
affordable information that is action-oriented for immediate implementation. Market size, competition and research
objectives all contribute to determining the sample size; therefore newspapers with smaller circulations can benefit
from a more efficient sample size.
Streamlining the questionnaire decision process and relying upon a proven standardized instrument can help make
research more affordable to smaller newspapers. Belden Basics can generate immediate returns - especially for
those papers who have not invested in market research before. The study is designed to:
- Demonstrate newspaper's reach among total adults and customer groups
- Increase newspaper advertising revenues
- Quantify how multiple insertions increase an advertiser's reach
- Provide local information about major retailers
- Demonstrate newspaper advertising effectiveness
- Increase newspaper loyalty
- Understand audience better
- Guide marketing efforts
- Improve readership
- Impact advertiser decisions
Used effectively, research can increase advertising revenue and newspaper loyalty. It can help newspapers understand their
audience better, and help guide marketing efforts to improve readership and influence advertiser decisions. Many of our customers
were instrumental in suggesting we develop this tool for newspapers - we owe a debt of thanks to such encouragement and hope you'll
find Belden Basics valuable.
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