reaching maximum numbers

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Much more than just papers Community Newspapers Reaching the maximum numbers

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The Auctioneer - the auction reference point for the Gauteng industry - reaching the maximum numbers

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Page 1: Reaching Maximum Numbers

Much more than just papers

Community Newspapers

Reaching the maximum numbers

Page 2: Reaching Maximum Numbers

1. Reach

2. Coverage

3. Referencing & Environment.

4. Tactical flexibility & geo-demographic profiling.

Community newspapers are an effective advertising medium for the following reasons:

Why use Community Newspapers?

Page 3: Reaching Maximum Numbers

ROOTS Research – a brief overview

• Since 1984 Caxton has invested in researching the S.A. Consumer

landscape to provide insights such as:

– Newspaper readership area by area

– Market share & retail analyses for our advertisers and clients

• ROOTS 2010 is Caxton’s largest survey to date, at a cost of ±

R10million

C.H.I.R.R.P.S

Page 4: Reaching Maximum Numbers

Purchase Decision Makers (PDM’s)

Largest urban retail & readership survey in S.A.

National Urban Landscape

WHAT

Where

Who

Page 5: Reaching Maximum Numbers

ROOTS Research: Pure Random sampling

• Sample: – 105 communities– 23,000 interviews with PDM’s

• Representing: – 3.1 million Households– 5.3 million PDM’s

• ± R46bn monthly income

Page 6: Reaching Maximum Numbers

1. Reaching the maximum numbersReach is critical – sales is a numbers game.

You need to reach - as many of the right people (people in the market for your offerings) at the right time (every week when people are looking for deals)

And no other print media gives you the reach community newspapers do:

Source: ROOTS 20100

10

20

30

40

50

60

70

80

90

100

Average Issue Readership: Community Newspapers - average 68% up to 69%

Community Newspaper Readership: up 1%

2007 2010

Page 7: Reaching Maximum Numbers

1.5

11.3 9.8

3.8 4.7 5.7 4.15.8

36.3

2.65.7

7.6 9.36

10.7 10.57.8

1.7 1 1.43.6 4.1 5

2.2

6.9

26.9

9.3

4.8 4.5

9.16 5.8

3.67.7

4.51 1.1

3.1 2.4 2.10

1.9 3.3

12.910.2

6.810.7

8.87.5

34

14.510.4 11.1

5.7

15.3

10.1

69

85

7676

808079

67

0.3 2.2

8.29.7

15.2

6.59.3 9

Tsakane andKwa Thema

Bedfordviewand Edenvale

Benoni Boksburg Brakpan Germiston Kempton Springs

Community Paper Beeld CitizenDaily Sun Sowetan The StarThe Times Rapport The Sunday Times

Source: ROOTS 2010

Reach in the East RandCommunity Newspapers vs Daily & Weekly Newspapers

Page 8: Reaching Maximum Numbers

1.63.9

9.412.1 12.3

15.5

35.6

7.7 8.95.4

11.6

75 5.7

22.1 21.817.5

7.8

17.8

13.1

0

13.310.1

13.4 12.114.3

12.315.9

48

5655

35

50

76

70

26.5

20.8

31.4

7.1

21.117.9

0.3

Pretoria -Centurion

Pretoria - East Pretoria - Moot Pretoria - Central Pretoria - North /Montana

Pretoria - West Pretoria -Mamelodi

Community Paper Beeld Daily Sun Pretoria News Rapport The Sunday Times

Reach in PretoriaCommunity Newspapers vs Daily & Weekly Newspapers

Source: ROOTS 2010

Page 9: Reaching Maximum Numbers

5,334,000 5,334,000

3,605,000 3,605,000

658,000230,000

162,00060,0000

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

The Star Sunday Times

All purchase decision makers Community newspaper reaches

Daily reach Exclusive Daily reach

Base: Total sample Source: ROOTS 2010

Such high reach leaves little room for improvement

Page 10: Reaching Maximum Numbers

• Together with other players, Caxton are amongst many companies who have grown the combined circulation of this media category in the past decade from:

• Free home delivery:

– 2.1 million 5.2 million copies

• Sold community papers:

– 204,000 490,000 copies

Source: ABC/ VFD 1997-2009

2. CoverageCommunity newspapers provide excellent coverage (with no wastage or duplication)

Page 11: Reaching Maximum Numbers

Community Newspaper Coverage - using community zones to take a closer look at circulation

• This exercise was undertaken to try and determine/estimate how many copies of a particular publication go to a specific suburb (i.e. a deeper look at a geographic level).

• Using our ROOTS 2010 data we looked at what % of a particular title is read by PDM’s living in our researched newspaper footprint areas i.e. “reader catchment” .

• In order to get an actual figure (next to the % column) we multiplied the % by the title’s total circulation (sourced from the Audit Bureau of Circulations of South Africa).

Page 12: Reaching Maximum Numbers

Taking a closer look at circulation using community zones (East Rand e.g.)

This table shows: Of the 462,372 copies of The Sunday Times that are circulated, only 3% go to Bedfordview/ Edenvale. This means that only 11,559, copies are read in Bedfordview/ Edenvale’s catchment area.

Whereas of the 46,752 copies of Bedfordview/ Edenvale News, 100% of the circulation goes to Bedfordview/ Edenvale News.

Bedfordview/Edenvale Benoni Boksburg Brakpan Bruma Germiston Kempton Park  

Circulation % Circulation % Circulation % Circulation % Circulation % Circulation % Circulation %

Community Newspaper 46,752 100% 37,977 100% 47,534 100% 19,573 100% 17,716 100% 29,280 100% 55,066 100%

The Sunday Times (462,372)

11,559 3% 4,624 1% 4,161 1% 2,312 1% 3,237 1% 1,849 0% 7,860 2%

Source: ABC/ VFD (Apr-June 2010, ROOTS 2010)

Page 13: Reaching Maximum Numbers

3. Referencing & Environment

• PDM’s pre-plan to save time

• In a time-poor society, community newspapers have become a reference point for local information – pertinent to your offerings and essential when aiming to create an auctioneering reference point

• Community newspapers are used as a media shopping mall, giving readers all the options, choice & range they need to make informed decisions.

• It’s one of the main reasons they consume the media type i.e. to constructively look at what relevant deals are available & plan purchases that are available locally!

Reach is critical, but it is important to reach PDM’s when they are in the right frame of mind (primed to engage with your advertising message)

Page 14: Reaching Maximum Numbers

4. Tactical flexibility & Geo-demographics

• Consumers are convenience driven.• Geography appears to dictate where your

consumers are shopping.

• i.e. close to home:– To avoid the traffic

– To minimise travelling costs & inconveniences– For convenience & familiarity

Page 15: Reaching Maximum Numbers

• Consumers are convenience driven.• Geo-demographics is therefore, fast becoming one of the

most important segmentation marketing tools available.• It is an invaluable tool in giving us an understanding of what

each suburban town is like and how they have changed over time.

• It is important to know who and where your potential customers are, so that you can target them effectively and more importantly cost efficiently.

• Community newspapers are distributed in geographically defined areas, so you can match your product offering to the right mix of community newspapers.

4. Tactical flexibility & Geo-demographics

Page 16: Reaching Maximum Numbers

So, why should Community Newspapers be an integral part of your media mix?

1. Reach– Un-paralleled reach, with no wastage or

duplication (It’s all a numbers game).

2. Environment– Consumers actively use advertising

material to research and plan purchasing decisions.

3. Targeting– Using the data, you can match relevant

offerings to relevant area profiles (can vary product offerings)

4. Continuity & timing– Can plan weekly exposures to reach ready

consumers