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The Marshfield News-Herald Footprint

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The Marshfield News Herald direct mail lists are strong among consumers living in higher valued homes. - PowerPoint PPT Presentation


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The Marshfield News-Herald Footprint. Total Audience in Print and Online. The measure of a medium.

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The Marshfield News-Herald Footprint

Total Audience in Print and Online

The measure of a medium

now includes its ability to reach both wide and targeted audiences through multiple channels. An effective medium should also demonstrate the impact of its advertising on consumer buying decisions and product usage. This information combines two major channels of The Marshfield News-Heraldfootprint, print and online, for various demographic targets and consumers. It also re-affirms our competitive edge when it comes to advertising - we effectively reach and resonate deeply with local consumers.

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Highlights

The compelling facts below underscore the reach of the newspaper footprint:

  • The Marshfield News-Herald and marshfieldnewsherald.com reach 41% of adults in a given week.
  • Our footprint reaches 50% of adults (age 30 - 54) in a given week.
  • In a given week, our footprint reaches 29%* of adults who have been in their home more than eleven years.
  • Our footprint reaches 64% of adults (age 55+) in a given week.
  • We reach 56% of adults who have a house hold income of $75K or more.
  • We reach51%*of adults who have made any Internet purchase in the last 12 months.

Source: 2005 Market Study by Schulman, Ronca, and Bucuvalas, Inc., * Claritas 2007

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Our Footprint

The Marshfield News-Herald and marshfieldnewsherald.com

41%

reach

of area adults in a given week.

This total newspaper readership is strong among men and women, and significant among adults of all ages.

Age

Gender

25-34 years 43

35-49 years 56

50-64 years 54

65+ years 69

Men 56%

Women 53

Source: 2005 Market Study by Schulman, Ronca, and Bucuvalas, Inc.

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Delivering The Best Prospects

The Marshfield News-Herald has an impressive reach with consumers in various income levels, education and occupation.

Household Income

Less than 25,000 59%

$25,000 - $34,999 51

$35,000 - $49,999 50

$50,000 - $74,999 53

$75,000+ 56

Education

College Graduate 56

Some College/Trade/Tech 52

High School Graduate or Less 57

Marital Status

Married/partner 56%

Single-never married 44

Children at home 51

Source: 2005 Market Study by Schulman, Ronca, and Bucuvalas, Inc.

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Delivering The Best Prospects

The Marshfield News Herald direct mail lists are strong among consumers living in higher valued homes.

Newspaper

Footprint

Home Value Number of HH’s

$200,000+ 430

$150,000 - $199,999 324

$100,000 - $149,999 1,486

$75,000 - $99,999 2,673

Less than $74,999 25,218

Source: 2000 US Census

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Reaching Customers

Our footprint provides a significant resource to adults with recreational activities.

Source: 2007 Claritas

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National Trends

Recent Media Usage

More than half of consumers used newspapers in the past seven days to help plan shopping or make purchasing decisions, as did 71% over the past 30 days. Nationally, newspapers remain well ahead of other media on these measures of recent usage for shopping.

Most Frequently Used Ad Medium

A key indicator of advertising “wantedness” where consumers choose to go when the purpose is to gather information for shopping. Nationally, more than half of adults said they use newspapers most of the time for checking ads for things they might want to buy.

Advertising Medium Used Most Recently Past 30 Days Past 7 Days

Newspapers 71% 53%

Internet 45 27

Television 42 15

Direct mail 39 20

Magazines 31 9

Yellow Pages 21 6

Radio 19 5

Billboards 6 1

Advertising Medium Used Percent Most of the Time of Adults

Newspapers 55%

Internet 19

Direct mail 9

Television 8

Magazines 4

Radio 2

Yellow Pages 1

Source: NAA’s 2006 Consumer Usage of Newspaper Advertising,

Conducted by Mori Research

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The Power of Newspaper Web sites

What People Are Saying About Newspaper Web sites

In general, consumers express strong positive sentiments for newspaper Web sites.

*Nationally…78% say they find information most easily on newspaper Web sites.

83% say their newspaper site will be among their primary destinations 5 years from now.

72% say they would miss their newspaper Web site if it were no longer available.

Why People Visit Newspaper Web sites

Newspaper Web sites have broadened media usage for consumers, as advertising information becomes one of the top reasons they visit.

Top Reasons Visited

Newspaper Web site** Adults

Local or Regional News 80%

National News 66

Advertising 62

Weather 57

Movie Listings/Entertainment 46

*Source: Newspaper National Network LP. 2007 Integrated Footprint, Study Conducted By Scarborough

**Source: NAA’s 2006 Consumer Usage of Newspaper Advertising,Conducted by Mori Research

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The Power of marshfieldnewsherald.com

Placing advertising online provides you with more ways than ever before to reach a local audience of online users. With over 67,005* unique visitors each month spending 24 minutes* on marshfieldnewsherald.com, make sure your business is a part of the most complete, most updated and most used local Web network in the area.

Strength of Online Advertising**

Puts your message in front of consumers 24 hours a day.

Creates one-to-one relationships with customers.

Delivers compelling and entertaining advertising.

Reaches young, upscale and active consumers.

The Internet influences more $100+ purchases

Who are marshfieldnewsherald.com*** users?

Power User Profile Users

Female 58%

Male 42

College Grads 21

Age 18-34 22

Income $75K+ 21

*Source: 2008 SiteCatalyst

**Source: 2006, Newspaper Association of America

***Source: 2005 Market Study by Schulman, Ronca, and Bucuvalas, Inc.

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