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Getting creative: inspiration + information for automotive advertisers Getting creative: today’s takeaways Who reads what? How to target potential customers using N&O readership research But where’s the price? How different kinds of ads appeal to specific customer groups

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getting creative today s takeaways
Getting creative: today’s takeaways

Who reads what? How to target potential customers using N&O readership research

But where’s the price? How different kinds of ads appeal to specific customer groups

classified section
Classified section
  • Broad readership. Recommended for calls-to-action that are price-based and time-sensitive.
  • 7 of 10 Classified readers are ages 18-59 with household incomes of $35,000 or more.
  • Half of Classified readers own their home and have household incomes of $50,000 or more.

Among N&O readers who usually/sometimes read section on a weekday or on a Sunday. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

main news
Main News
  • Most heavily read section of newspaper … read by 99% of all N&O readers.
  • N&O readers tend to be affluent and educated, compared to the market population.
  • Excellent place to reach a broad cross-section of Triangle consumers.

Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

slide5

Main News

  • Most heavily read section of newspaper … read by 99% of all N&O readers.
  • N&O readers tend to be affluent and educated, compared to the market population.
  • Excellent place to reach a broad cross-section of Triangle consumers.
slide6

Main News

  • Most heavily read section of newspaper … read by 99% of all N&O readers.
  • N&O readers tend to be affluent and educated, compared to the market population.
  • Excellent place to reach a broad cross-section of Triangle consumers.
slide7

Main News

  • Most heavily read section of newspaper … read by 99% of all N&O readers.
  • N&O readers tend to be affluent and educated, compared to the market population.
  • Excellent place to reach a broad cross-section of Triangle consumers.
what s up
What’s Up
  • Weekend entertainment guide published every Friday.
  • Popular with younger readers looking for ways to spend their time and money.
  • Nearly 8 of 10 adults ages 18-49 who read The N&O daily read What’s Up.
  • More than 8 out of 10 single adults who read The N&O daily read What’s Up.
  • Magazine-like feel.

Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

slide9

What’s Up

  • Weekend entertainment guide published every Friday.
  • Popular with younger readers looking for ways to spend their time and money.
  • Nearly 8 of 10 adults ages 18-49 who read The N&O daily read What’s Up.
  • More than 8 out of 10 single adults who read The N&O daily read What’s Up.
  • Magazine-like feel.
slide10

What’s Up

  • Weekend entertainment guide published every Friday.
  • Popular with younger readers looking for ways to spend their time and money.
  • Nearly 8 of 10 adults ages 18-49 who read The N&O daily read What’s Up.
  • More than 8 out of 10 single adults who read The N&O daily read What’s Up.
  • Magazine-like feel.
slide11

What’s Up

  • Weekend entertainment guide published every Friday.
  • Popular with younger readers looking for ways to spend their time and money.
  • Nearly 8 of 10 adults ages 18-49 who read The N&O daily read What’s Up.
  • More than 8 out of 10 single adults who read The N&O daily read What’s Up.
  • Magazine-like feel.
life etc
Life, etc.
  • Weekday lifestyle section popular with women 30 or older.
  • Nearly 2 of 3 women who read Life, etc. have household incomes of $50,000 or more.
  • Hello, mom? More than 1 of 3 women who read Life, etc. have kids under 18.

Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

slide13

Life, etc.

  • Weekday lifestyle section popular with women 30 or older.
  • Nearly 2 of 3 women who read Life, etc. have household incomes of $50,000 or more.
  • Hello, mom? More than 1 of 3 women who read Life, etc. have kids under 18.
slide14

Life, etc.

  • Weekday lifestyle section popular with women 30 or older.
  • Nearly 2 of 3 women who read Life, etc. have household incomes of $50,000 or more.
  • Hello, mom? More than 1 of 3 women who read Life, etc. have kids under 18.
slide15

Life, etc.

  • Weekday lifestyle section popular with women 30 or older.
  • Nearly 2 of 3 women who read Life, etc. have household incomes of $50,000 or more.
  • Hello, mom? More than 1 of 3 women who read Life, etc. have kids under 18.
arts entertainment
Arts & Entertainment
  • Sunday’s guide to the arts: music, dance, movies, books and more.
  • Strong female readership: Read by more than 8 of 10 women who read The N&O on Sunday.
  • More than 8 of 10 working women who read The N&O on Sunday read A&E.
  • More than 6 of 10 women who read A&E have household incomes of $40,000 or more.
  • Fine arts coverage is a destination for affluent, older readers.

Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

slide17

Arts & Entertainment

  • Sunday’s guide to the arts: music, dance, movies, books and more.
  • Strong female readership: Read by more than 8 of 10 women who read The N&O on Sunday.
  • More than 8 of 10 working women who read The N&O on Sunday read A&E.
  • More than 6 of 10 women who read A&E have household incomes of $40,000 or more.
  • Fine arts coverage is a destination for affluent, older readers.
slide18

Arts & Entertainment

  • Sunday’s guide to the arts: music, dance, movies, books and more.
  • Strong female readership: Read by more than 8 of 10 women who read The N&O on Sunday.
  • More than 8 of 10 working women who read The N&O on Sunday read A&E.
  • More than 6 of 10 women who read A&E have household incomes of $40,000 or more.
  • Fine arts coverage is a destination for affluent, older readers.
slide19

Arts & Entertainment

  • Sunday’s guide to the arts: music, dance, movies, books and more.
  • Strong female readership: Read by more than 8 of 10 women who read The N&O on Sunday.
  • More than 8 of 10 working women who read The N&O on Sunday read A&E.
  • More than 6 of 10 women who read A&E have household incomes of $40,000 or more.
  • Fine arts coverage is a destination for affluent, older readers.
business
Business
  • Core audience of men age 30 or older.
  • More than 4 of 5 men who read Business have household incomes of $50,000 or more.
  • More than a third of men who read Business have household incomes of $100,000 or more.

Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

slide21

Business

  • Core audience of men age 30 or older.
  • More than 4 of 5 men who read Business have household incomes of $50,000 or more.
  • More than a third of men who read Business have household incomes of $100,000 or more.
slide22

Business

  • Core audience of men age 30 or older.
  • More than 4 of 5 men who read Business have household incomes of $50,000 or more.
  • More than a third of men who read Business have household incomes of $100,000 or more.
slide23

Business

  • Core audience of men age 30 or older.
  • More than 4 of 5 men who read Business have household incomes of $50,000 or more.
  • More than a third of men who read Business have household incomes of $100,000 or more.
sports
Sports
  • Among male readers of the N&O, one of the most popular sections.
  • More than 9 of 10 men who read the paper read Sports.
  • Nearly 6 of 10 men who read Sports are ages 25-59 with household incomes of $60,000 or more.
  • Specialty coverage targets golfers, hunters and fishermen.

Among weekday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

slide25

Sports

  • Among male readers of the N&O, one of the most popular sections.
  • More than 9 of 10 men who read the paper read Sports.
  • Nearly 6 of 10 men who read Sports are ages 25-59 with household incomes of $60,000 or more.
  • Specialty coverage targets golfers, hunters and fishermen.
slide26

Sports

  • Among male readers of the N&O, one of the most popular sections.
  • More than 9 of 10 men who read the paper read Sports.
  • Nearly 6 of 10 men who read Sports are ages 25-59 with household incomes of $60,000 or more.
  • Specialty coverage targets golfers, hunters and fishermen.
slide27

Sports

  • Among male readers of the N&O, one of the most popular sections.
  • More than 9 of 10 men who read the paper read Sports.
  • Nearly 6 of 10 men who read Sports are ages 25-59 with household incomes of $60,000 or more.
  • Specialty coverage targets golfers, hunters and fishermen.
sunday comics
Sunday Comics
  • Great way to reach families
  • Nearly 6 of 10 Sunday readers who are homeowners ages 25-44 with kids read Sunday Comics.
  • Nearly 40% of Sunday Comics readers have kids.
  • Nearly 6 out of 10 adults with kids who read the paper read Sunday Comics.

Among Sunday N&O readers who usually/sometimes read section. Source: Belden Associates, Oct-Nov 2005 in Wake, Durham, Orange, & Johnston Counties.

slide29

Sunday Comics

  • Great way to reach families
  • Nearly 6 of 10 Sunday readers who are homeowners ages 25-44 with kids read Sunday Comics.
  • Nearly 40% of Sunday Comics readers have kids.
  • Nearly 6 out of 10 adults with kids who read the paper read Sunday Comics.
slide30

Sunday Comics

  • Great way to reach families
  • Nearly 6 of 10 Sunday readers who are homeowners ages 25-44 with kids read Sunday Comics.
  • Nearly 40% of Sunday Comics readers have kids.
  • Nearly 6 out of 10 adults with kids who read the paper read Sunday Comics.
the n o has products that can touch every consumer in the market

Deliver your marketing message by using a host of products that produce results!

  • Daily newspaper
    • The News & Observer
  • Community newspapers
    • The Cary News
    • The Chapel Hill News
    • The Durham News
    • The Eastern Wake News
    • The Herald (Smithfield)
    • The North Raleigh News
  • Online
    • newsobserver.com
    • triangle.com
    • carynews.com
    • chapelhillnews.com
    • thedurhamnews.com
    • easternwakenews.com
    • smithfieldherald.com
    • northraleighnews.com
    • apartments.com
    • cars.com
    • trianglejobs.com
    • trianglehomesource.com
  • Total Market Coverage
    • Direct Marketing
    • Midweek Values
  • Other Products
    • Cheer cards
    • College campus readership program
    • Color comics
    • Front Page Ad Notes
    • Gatefolds
    • Inserts
    • Kids Day
    • Kraft jackets
    • Newcomer program
    • NIE
    • Polybags
    • Press-feds
    • Product samples
    • Spadea
    • Special sections
    • Third party newspaper program
    • Trade shows
The N&O has products that can touch every consumer in the market.
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