clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

Presented by Simon Herd

Clacksons

15th March 2005

clacksons

Covering the affluent

South Midlands

Observer Standard

NewspapersThe 45 minute catchment of Birmingham Airport is vast, with a great number of media opportunities.

Up weighting the Birmingham hub with regional press will provide geographical targeting, but is the current up weight media selection, the Birmingham Evening Mail, reaching the right audience?

In the next 10 minutes we shall: Review the geographical targeting for the Birmingham

Airport hub to ensure maximised target audience reach. Compare the total and targeted reach offered by current

media selection. Propose alternative media selection to increase

engagement with specific target audience.

Introduction

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

30 and 45 minute drive time of Birmingham Airport

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

Local Government Areas

Local Government Areas covered by Observer Standard Newspapers

45 mins of Birmingham Airport

Local Government Areas

Local Government Areas covered by Observer Standard Newspapers

45 mins of Birmingham Airport

Cannock Chase

Nuneaton & Bedworth

Indexing the socio-economic groupings of local Government areas against the profile of the 45

minute drive time of Birmingham Airport – the affluence of the areas covered by

Observer Standard Newspapers is identified.Index = less than 100 lower than average

Index = 100 average profile

Index = 100 above average profile

Nuneaton & Bedworth

Cannock Chase

121.7

134.0

102.2

127.7

144.7

135.4

134.4 81.5113.7

124.9

95.3

85.3

58.8

81.0

83.4

91.5

93.4

92.765.5

93.0

95.8

112.5

130.6

133.8

130.9

103.5

111.1

102.0

133.0

161.3

Covering the affluent South Midlands

Source: JICREG1st February 2005: AB profile of 45 min drive time compared to profile of local Govt areas

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

63.79

9.60

72.26

0.12

17.37

0.00

80.86

9.42

79.47

0.06

33.73

8.11

46.47

3.29

62.61

0.25

72.39

0.20

28.27

0.31

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

Brom

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Coven

try

Daven

try

Reddit

ch

Rugby

Solihu

ll

Stratfo

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War

wick

Wor

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Wyc

havo

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ObserverStandardNewspapers

BirminghamEvening Mail

Comparative reach of AB audience by Local Government Area

Source: JICREG/TELMAR1st February 2005: AB reach by local Government areas in South Midlands

N.B. Solihull reach does not include that provided by Solihull &

Shirley Observer launched in February

2005

Observer Standard Newspapers have significantly higher reach of the AB audience across the South Midlands local Government areas.

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

Reach of MSC Cruise’s target audience

18.61%

11.24%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

Observer Standard Newspapers Birmingham Evening Mail

Reach of adults aged 45+ within Birmingham Evening Mail Area

Observer Standard Newspapers reach 18.61% (297,000 AIR’s) of adults aged 45+ within the circulation area of the Birmingham Evening Mail.

This is almost two-thirds more readers (118,000 AIR’s) aged 45+ than the Birmingham Evening Mail delivers.

Source: JICREG/Telmar 1st February 2005 in Birmingham Evening Mail Circulation Area

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

Reach of MSC Cruise’s target audience

Observer Standard Newspapers reach 20.64% (113,735 AIR’s) of ABC1 adults aged 55+ within the circulation area of the Birmingham Evening Mail.

This is more than twice the number of ABC1 readers aged 55+ (79,374 AIR’s) delivered by the Birmingham Evening Mail.

Reach of ABC1 adults aged 55+ in Birmingham Evening Mail Area

20.64%

6.23%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Observer Standard Newspapers Birmingham Evening Mail

Source: JICREG/Telmar 1st February 2005 in Birmingham Evening Mail Circulation Area

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

Comparison of Reach

Comparing the reach of OSN in the Birmingham Evening Mail area

Observer Standard Newspapers offers the highest reach within the Birmingham Evening Mail circulation area (17.47% / 566,000 AIR’s).

This is over half more readers (204,962 AIRs) than the Birmingham Evening Mail.

This is over a third more AIRs (147,701) than the West Midlands Express & Star.

Newspaper Type Freq Format

Total Adults AIR

Area Adults AIR

Area AIR %

Area Circ

% AIRs in catchment

Observer Standard Newspapers F W T 625456 566000 17.47 360989 90.49WEST MIDLANDS EXPRESS & STAR P E T 445062 418299 12.91 149910 93.99BIRMINGHAM EVENING MAIL P E T 361038 361038 11.14 104219 100.00SUNDAY MERCURY - BIRMINGHAM P S T 261368 246409 7.6 74668 94.28Birmingham News Group F W T 226560 226560 6.99 157987 100.00Coventry Observer F W T 184262 184262 5.69 122052 100.00COVENTRY EVENING TELEGRAPH P E T 171154 165827 5.12 59479 96.89

Source: JICREG/Telmar 1st February 2005 in Birmingham Evening Mail Circulation Area

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

Observer Standard Newspapers Observer Standard Newspapers provide 625,456 AIR’s across the affluent South Midlands market.

Source: JICREG/Telmar 1st February 2005

Solihull & Shirley Observer – new title February 2005. Title’s readership and reach excluded from all Observer Standard Newspapers data

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

Observer Standard Newspapers

Comparative reach of the South Midlands Market

Observer Standard Newspapers reach 62.94% (625,456 AIR’s) of adults across the South Midlands market.

Source: JICREG/Telmar 1st February 2005 in Observer Standard Newspapers Area * Solihull & Shirley Observer Dist Publishers Statement

Newspaper Type Freq Format

Total Adults AIR

Area Adults AIR

Area AIR %

Area Circ

Area RPC

% AIRs in catchment

Observer Standard Newspapers F W T 625456 625456 62.94 394034 1.6 100.00Coventry Observer F W T 184262 184262 18.54 122052 1.5 100.00COVENTRY EVENING TELEGRAPH P E T 171154 142476 14.34 50860 2.8 83.24COVENTRY CITIZEN SERIES F W T 134452 134193 13.5 111872 1.2 99.81SOLIHULL NEWS F W T 105227 96704 9.73 65700 1.5 91.90SOLIHULL TIMES F W T 116950 93395 9.4 56103 1.7 79.86Redditch & Alcester Standard F W T 84016 84016 8.45 50050 1.7 100.00Redditch Advertiser Alcester Chronicle F W T 80349 79941 8.04 46454 1.7 99.49RUGBY OBSERVER F W T 79666 79666 8.02 41107 1.9 100.00Worcester Standard F W T 74650 74650 7.51 50129 1.5 100.00Leamington, Warwick, Kenilworth, Southam Observer F W T 73893 73893 7.44 46602 1.6 100.00LEAMINGTON SPA COURIER GROUP P W T 76410 72624 7.31 20617 3.5 95.05BIRMINGHAM EVENING MAIL P E T 361038 70941 7.14 22269 3.2 19.65RUGBY REVIEW F W T 71150 70747 7.12 46439 1.5 99.43Berrow's Worcester Journal F W T 71405 70362 7.08 48293 1.5 98.54Stratford & Arden Observer F W T 68603 68603 6.9 43944 1.6 100.00Bromsgrove & Droitwich Standard F W T 65227 65227 6.56 40150 1.6 100.00

Plus NEW Solihull & Shirley Observer – 40,000 copies*

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

Reach of MSC Cruise’s target audience

64.97%

7.61%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Observer Standard Newspapers Birmingham Evening Mail

Reach of adults aged 45+ within South Midlands market

Observer Standard Newspapers reach 64.97% (325,853 AIR’s) of adults aged 45+ across the South Midlands market.

This is over seven times more readers aged 45+ (287,697 AIR’s) than the Birmingham Evening Mail delivers in this market.

Source: JICREG/Telmar 1st February 2005 in Observer Standard Newspapers Area

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

63.96%

4.85%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Observer Standard Newspapers Birmingham Evening Mail

Reach of ABC1 adults aged 55+ within South Midlands market

Observer Standard Newspapers reach 63.96% (124,891 AIR’s) of ABC1 adults aged 55+ across the South Midlands market.

This is over twelve times more ABC1 readers aged 55+ (115,415 AIR’s) than the Birmingham Evening Mail delivers in this market.

Source: JICREG/Telmar 1st February 2005 in Observer Standard Newspapers Area

Reach of MSC Cruise’s target audience

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

30 and 45 minute drive time of Birmingham Airport

clacksons

Covering the affluent

South Midlands

Observer Standard

Newspapers

To summarise… The South Midlands region of the 45 minute catchment drive time

provides a strong match to MSC Cruise’s target audience.

Within the Birmingham Evening Mail footprint OSN delivers more readers, 45+ / ABC1 55+ 566,000 AIR’s (56.8% more than the Bir. Eve. Mail). 297,000 AIR’s aged 45+ (65.9% more than Bir. Eve. Mail). 113,735 ABC1 55+ AIR’s (231% more than Bir. Eve. Mail).

Observer Standard Newspapers deliver significantly higher reach across each of the ten local boroughs in the South Midlands.

Within the affluent South Midlands market OSN delivers significantly more readers and specific target audience. 625,456 AIR’s, 62.9% reach of the market. Seven time more readers aged 45+ than the Bir. Eve. Mail. Twelve times more ABC1 readers aged 55+ than the Birmingham

Evening Mail.