November 2000

Let's Get Excited About Newspapers!


On the heels of a very interesting results presentation to the attendees of the NSA Client Conference we'd like to share some of those highlights...

In the Media Usage survey of the top 50 markets, sponsored by the Newspaper Services of America we found:

Newspaper Readership is Strong...
Nearly 8 of 10 adults read a daily or Sunday newspaper in a 7-day week.

Newspapers Reach Groups Advertiser's Want...
More than 6 of 10 adults age 18-24 and 7 of 10 adults age 25-34 read a newspaper in a typical week.

Subscriptions are Strong...
Half of adults subscribe to a daily or Sunday newspaper.

Local News is the Most Popular News Content...
9 of 10 newspaper readers read local news at least occasionally and it's the most popular newspaper web site content.

Newspaper is the Medium Consumers Rely on Most for Many Types of Advertising Information...
...Primary source for product and sale information for 18 merchandise categories and shopping in general.

Consumers Are More Likely to Purchase as a Result of Newspaper Advertising...
In a typical 30-day period, more than half of adults make a purchase as a result of seeing newspaper advertising.

Dynamic Growth of the Internet Points to Newspaper Potential
If embraced, the Internet provides tools of tremendous value.

Bottom Line: there is plenty about readership and newspaper usage to be very excited about as long as we collectively take advantage of existing strengths and recognize how much potential the Internet brings!

On Other Fronts

Nine of the 12 phases of the Readership Initiative are complete and the industry is well on its' way to having ALL the tools necessary to negotiate many future changes and challenges. Kudos to the 103 publications who've made this commitment...here's to making the most of it.

It's imperative we build upon this effort. Research MUST become an annual, budgeted - and executed - strategic tool. Conduct research again and again and again. Find a partner, do it yourself, rely upon an Application Service Provider and use the Web, ask questions on line or on page and even if the results of such internal efforts are not projectable, they do evidence communication to customers, so continue the dialog. Constantly improve and respond to needs.

Side Bar: In three different presentations over the last month (probably 200 total attendees) we asked: Are you collecting email addresses and, if so, are you connecting them with your subscriber/non-subscriber database? The second question became moot, since in no forum did anyone raise a hand.

THIS NEEDS TO CHANGE...THE INTERNET IS A PATHWAY TO BUILD READERSHIP, CONDUCT ECOMMERCE, SAVE YOUNGER READERS AND INCREASE PROFITABILITY.

What's New?
One of the reasons to regularly conduct research is that it serves a myriad of purposes nowadays. Not just advertising or market studies, but...check out the enclosed!

The best analogy we can think of is that research should be a management tool, just like a compass in the wilderness. Experienced hikers or campers don't have to worry about getting lost if they stay in known territory, but when venturing in to unknown regions, a compass is indispensable. Experience will continue to serve us well, but there is no question a few great unknowns exist.

Additionally, we've added a few tools to your arsenal via our updated web site that might be of interest.

• Clients will be getting a "password" allowing them access to the Comparative Market Data (compdata) pages on our site. This will help achieve the goal of understanding how your research results fit in context.

• Many within Belden are invited to address all sorts of organizations about readership, research, where new media is taking us, etc. Probably you too. We've made these presentations (when not proprietary) available for you to review, use or to do whatever desired. Again, clients will have complete access.
  

DON'T HAVE A CLIENT PASSWORD YET?
Your client password will be made available within the month.

We recently distributed a Client Questionnaire asking for guidance. In just over a week, we've received a 20+% response and have found several helpful hints. Keep 'em coming.

To paraphrase Huey Lewis and the News(papers?), "The future's so bright we just gotta wear shades" as long as we use all the resources at our disposal and do so in a systematic way that better identifies and allows us to understand, communicate and connect with customers.

Let's do this together...