Archive for the ‘Newspapers’ Category

Newspaper Circulation Data in the Top 200 US Markets on Google Maps

July 16, 2009

Mediaspace Solutions has created a useful Google Maps mashup combining circulation and traffic data for newspapers in the top 200 US markets.

Top 200 DMAs

Top 200 DMAs

The Mediaspace Google Maps mashups provides each newspaper’s category, DMA, Circulation, Sunday Circulation, Days Published, Website address, Sites unique visitors, Daily visitors and Page views.

Newspaper Circulation by DMA

Newspaper Circulation by DMA

The Mediaspace Solutions top 200 DMA tool is great for researching and visualizing the top 200 US newspaper markets.


comScore’s Top 25 Online Advertising Networks

May 20, 2009

comScore has released their list of the top 25 Online Advertising Networks based on their reach among U.S. Internet users in April 2009.

The top five online ad networks are AOL’s Platform-A , Yahoo! Network , Google Ad Network, ValueClick Networks and Specific Media.

The sixth largest network is the new Fox Ad Network.

Top 25 Online Advertising Networks

Top 25 Online Advertising Networks

Jack Flanagan comments in the comScore Top 25 Online Advertising Networks press release “…that new ad networks are emerging every day, each aimed at helping advertisers achieve their campaign objectives, whether it’s to deliver reach and frequency or to target a specific audience segment.”

With the exception of Rupert Murdoch’s News Corp and Yahoo Ad Network’s joint venture with publishers. it appears the newspaper industry as a whole has missed possibly the only opportunity left remaining to extend its reach and audience targeting potential through ownership in or control of an online advertising network.

I guess that’s why Rupert Murdoch is Rupert Murdoch.

The Future of Newspapers

May 4, 2009

From today’s Wall Street Journal, Warren Buffet owner of the Buffalo News and an investor in the Washington Post shared his outlook for the newspaper industry:

“For most newspapers in the United States, we would not buy them at any price They have the possibility of going to just unending losses.”

According to Buffet, as long as newspapers were essential to readers, they were essential to advertisers.

Indeed without a targeted audience, what media can hope to attract advertisers let alone monetize and profit from their content?

The newspaper industry has three strikes against it – a print cost structure, a shrinking audience and a contracting, transitory advertiser base.

Unfortunately, the future of newspapers no longer appears essential to either readers or advertisers.

RIP: General Circulation Print Media aka Newspapers

April 25, 2009

Maureen Dowd writes about the current state of the newspaper industry in her latest New York Times column titled: Slouching Towards Oblivion.

In her article she quotes two key figures from opposite sides of the same content coin; Eric Schmidt and Sam Zell.

Let’s start with the content game’s biggest loser’s comments first – Sam Zell.

Zell now realizes his purchase of the LA Times and Chicago Tribune was “a mistake”.

Zell adds, “It’s very obvious that the newspaper model in its current form does not work and the sooner we all acknowledge that, the better.” Zell also said he probably would not try for a merger because “that’s like asking someone in another business if they want to get vaccinated with a live virus.”

I don’t know about the virus metaphor, but I do know that any business expecting to profit by reaching an audience through sales of print ads is an obsolete business model.

Now to comments from the content games biggest winner – Eric Schmidt, CEO of Google, Inc.

Via Dowd, Schmidt, “reassured me that newspapers would last 500 years, but only for a boutique market: commuters taking trains, cabs and subways on the East Coast and in cities like London and Paris.”

“For somebody who lives in the suburbs,” he said, “especially if they’re driving and they have kids screaming in the back seat, why would they prefer a physical newspaper over something that is more personal.”

I don’t know if newspapers will last five hundred years or not but agree those that do survive will do so serving a niche market – not a general market – like the markets every major daily newspaper serves.

In no other way can a print media distribution cost structure begin to even hope to compete with a digital media distribution cost structure.

The new Content Kings will be those who’s business cost structure and distribution model is build on bytes not paper and ink costs and distribution.

21st Century Newsstand and Newsrack

April 5, 2009

I went to buy a newspaper from the trusty newsrack near my lakehouse I had bought papers from for several years and discovered it had been removed.

I initially thought it was a store related issue so I drove to the next location several miles away only to find it too was gone.

I asked the store owner about the newsracks whereabouts and learned all of the newstands for the “state’s newspaper” had been removed to reduce costs.

I would make the trip to buy the paper more out of habit than necessity.

Why buy a newspaper when you can get all of the same information on a laptop or handheld without the trip, time or cost?

I guess the state’s newspaper along with every other newspaper are now asking the very same question too.

Introducing the 21st Century Newsstand and Newsrack:

21st Century Newstand

21st Century Newstand

New Product for Newspapers: Taste-It-Notes Taste Marketing Technology

March 25, 2009

Has the newspaper industry found its savior in flavor – U.S. Ink’s new taste marketing technology?

Taste Marketing Technology

Taste Marketing Technology

Only if the Taste-It-Notes come loaded with High Fructose Corn Syrup and taste like a Big Mac.

What percentage of a newspaper’s advertising is from companies with edible products anyway?

Will the Taste Marketing Technology laced ads containing milk have disclaimers for the Lactose Intolerant?

What about ads containing peanuts or shellfish?

Will a portion of the Taste-It-Note ads be Kosher?

What will the Newspaper Advertisers’ average cost per taste be?

In what way will ad test tasters opinions and purchases be measured?

Has Direct Mail Marketing Peaked?

March 9, 2009

Will the Direct Mail industry not follow the same life and death cycle (obsolescence) trajectory its cousins  in the Newspaper industry are presently grappling with?

Has print as an advertising medium not peaked?

If a report released today is any indication of future of direct mail marketing – then the answer is: Yes.

Few media if any who have seen their sales contract since the birth of the internet have also been fortunate enough to see their sales reach new highs let alone return to their historical norms after shrinking.

The same will hold true for the Direct Mail industry.

As with newspapers, when marketers’ dollars are ultimately redeployed they will be done so within media that meets marketers ever exacting needs for measurably higher returns on investment.

Absent some type of innovation in buyer audience targeting and delivery – direct mail like its newsprint cousin; as an advertising medium – has officially reached its peak.

Print – albeit the ultimate form of personalized communication – simply has too many inexpensive digital competitors willing to carry the same advertising message for 1/10 the cost.

When marketing dollars do return they will go where they have the greatest probability of earning a return on their investment –  online.

According to a new report from the Winterbury Group via eMarketer:

For the first time since direct mail began to be tracked in 1945, figures show that both direct mail spending and volume declined sharply in 2008.

According to “A Channel in Transformation: Vertical Market Trends in Direct Mail 2009,” from the Winterberry Group, US direct mail spending fell nearly 3% last year.

Spending dropped from $58.4 billion in 2007 to $56.7 billion in 2008.

Direct Mail Drop

Direct Mail Drop

Winterberry also projects that direct mail spending will fall another 8% to 9% this year.

Additionally, Mintel Comperemedia found that the volume of direct mail among the leading vertical industries fell an average of 12.1% in 2008.

Direct Mail Growth

Direct Mail Growth

From Mintel Comperemedia:

“Direct mail volumes declined dramatically—even more precipitously than the falloff in spending, in fact—as mailers sought to integrate more precise targeting methodologies, production efficiencies and other value focused initiatives in an attempt to cut costs and preserve the economic return of their mail programs,” Winterberry analysts wrote in the report. “Direct mail has seen its influence as a high-volume, mass-oriented response driver all but vanish.”

Reasons for the drop in direct mail were rising costs in postage, labor and production while the financial services industry crisis also contributed to the contractions in both volume mailed and the amount spent on direct mail.

Increased postage, labor and production costs compared with near frictionless digital delivery and its lower labor and production costs will continue to make digital media marketing and advertising the choice of cost and performance conscious marketers over direct mail.

… which are the reasons why Direct Mail Marketing has peaked.

2009 Ad Spending Forecast and Media Attention Deficit (MAD)

October 14, 2008

Predicted growth in advertising spend per media for 2009 from Wachovia via the Wall Street Journal:

Growth of total U.S. advertising -0.8%

Internet +10%

Yellow Pages +6.3%

Cable TV +4.0%

Billboards +3.0%

Magazines -2.0%

Broadcast TV – 2.7%

Cable -4.0%

Radio -4.8%

Newspapers -9.8%

Don’t these ad growth – or lack thereof – predictions represent each specific media’s ability to reach, target and hold its audience’s attention?

When the overall economy contracts, aren’t general media those who first experience a contraction in their audience’s attention?

When media loses it’s ability to hold its audience’s attention doesn’t it soon thereafter lose advertiser support as well?