insight - Pennsylvania NewsMedia Association

Transcription

Volume 3, Issue 3 January/February 2010
Buying bling can mean
cha-ching for your
newspaper!
PAGE 3
Wedding gowns, flower
bouquets and newspapers?
You bet!
PAGE 7
Targeting advertising
to reach the engaged
couple
PAGE 8
INSIGHT
Marketing and Research Newsletter
To Bridal Tab...Or Not to Bridal Tab?
by Louella Reynolds, PNA
’Tis the season to think spring and Brides! With the
onslaught of bridal shows being promoted across the
region, we felt this would be a good time to touch base
with newspapers and find out how they handle this ‘bridezilla’
time of year.
Vanessa Baptista, who is in charge of business development
for The Times-Tribune in Scranton, said they have traded in
the bridal tab concept and have expanded the weekly ‘People’
section. The Times-Tribune used to do a bridal tab twice a year,
which took a lot of time and energy to put together and only
provided advertisers a twice-a-year shot at getting the attention
of brides-to-be.
Published with the Sunday issue, the ‘People’ section highlights
anniversaries, engagements, and recent marriages, making this
section highly read by a broad age group. Once a month, The
Times-Tribune ramps up this section to include bridal ads, giving
it more of a focus on the bridal aspect of area events.
Vanessa said local retailers know that the key to increased sales
is consistent advertising, and the ‘People’ section gives them the
opportunity to promote their goods and services to a targeted
audience on a weekly basis rather than just twice a year.
The Times-Tribune does not sponsor bridal shows, nor has it
seen spikes in circulation or online ads because of this change.
But, according to Vanessa, this special section has increased
the paper’s advertising revenue tremendously.
Trib Total Media of Greensburg opts to publish both a Bridal Tab
and a full color, glossy ‘Wedding Essential Regional Magazine.’
The Bridal Tab is published in mid- to late-January and mid- to
late-February. The magazine publishes in January and July of
each year.
According to regional advertising manager-inside sales, Patty
Klingensmith, this undertaking takes between two and three
continued on page 2
Page 2
continued from page 1
months to pull together. By utilizing Print
Alert, Patty says that everyone involved
is notified of the various deadlines that
need to be met; making the process
smoother. It takes the collaborative
efforts of all the retail advertising reps:
An artist to design the fliers and covers,
an advertorial writer for the editorial
portion of the project, and, most
importantly, advertisers.
The sales process starts at least eight
weeks out with a deadline of
two weeks before publication.
Producing a specific tab for
each of the Trib Total Media’s
products gives each market’s
loyal readers the connection to
local advertisers, better meeting
the needs and desires of each
area. Patty said that their goal
is to have 60 percent of the
tabs/magazines to be paid
advertisements, but it can vary
anywhere from 40 to 60 percent.
Most of the advertising dollars
come from local retailers, but
the national retailers are still
welcomed.
the tab and magazine come out is in
direct correlation with these publications.
To give the advertisers the best value
and a good return for their ad dollars,
a monthly eNewsletter (also called
Wedding Essentials) is distributed
monthly. Both the magazine and
eNewsletter go to people who have
requested them, including all those
placing an engagement announcement
– providing increased value to the
advertisers.
Circulation figures do not necessarily
increase with these editions, Patty
said, but the increase in revenue
dollars proves that finding advertisers
interested in these products has had a
positive impact on their bottom line.
According to Patty, most bridal
advertisers do not ask for an online
component, but it is offered to them by
the sales staff and often packaged with
ROP and the eNewsletter. From time to
time, when the bridal advertisers
are interested in format pages
at other times of the year, Trib
Total Media jumps in with format
pages that usually include some
advertorial.
In the past, Trib Total Media has
directly sponsored bridal shows,
but is not doing that at the
present time.
So, whether your paper decides
‘To Bridal Tab … Or Not to
Bridal Tab,’ brides, and all the
‘zillas’ that come with them, are
a way to generate advertising
revenues which make an impact
on the bottom line. ◆
A nice portion of the revenues
generated during the months
Bridal Shops are Bustling
Late winter and early spring are busiest for bridal shops as most
weddings occur on Saturdays in the summer.
In general, marriages by month are as follows:
• January - 4.7 percent
• July - 9.7 percent
• February - 7 percent
• August - 10.2 percent
• March - 6.1 percent
• September - 9.6 percent
• April - 7.4 percent
• October - 9.4 percent
• May - 9.8 percent
• November - 7.4 percent
• June - 10.8 percent
• December - 7.8 percent
[Source: National Association of Wedding Ministers. Accessed 2009.]
Reprinted with permission – “© 2010 AdMall and Sales Development Services, Inc.”
Page 3
Cashing in on Silver and Gold
… and Platinum, too!
by Jane Hungarter, PNA
On average, couples shop at four different jewelry stores before selecting
an engagement ring worth about $5,800. Add to that another $2,000 for the
wedding bands that they’re going to buy – and you have yourself two very
valuable customers. Fortunately, newspapers can demonstrate to jewelry
store clients that they have what it takes to effectively reach this audience.
According to the most recent Scarborough Research reports,
Pennsylvanians who have shopped in any jewelry store in the past year are
loyal newspaper readers.
Adults 18+ who shopped or used the services of any jewelry store in
the past year that have used selected media in the past week:
Harrisburg/Lancaster/Lebanon/York DMA –
Adams, Cumberland, Dauphin, Franklin, Juniata,
Lancaster, Lebanon, Mifflin, Perry and York
Counties1
Philadelphia DMA – Berks, Bucks, Chester,
Delaware, Lehigh, Montgomery, Northampton and
Philadelphia Counties2
Pittsburgh DMA – Allegheny, Armstrong, Beaver,
Butler, Clarion, Fayette, Forest, Greene, Indiana,
Lawrence, Venango, Washington and Westmoreland
Counties3
Wilkes-Barre/Scranton DMA – Bradford, Carbon,
Clinton, Columbia, Lackawanna, Luzerne, Lycoming,
Monroe, Montour, Northumberland, Schuylkill, Snyder,
Sullivan, Susquehanna, Union, Wayne and Wyoming
Counties4
Newspapers (read a daily or Sunday newspaper)
190,540
Television (watched morning or evening local news)
165,972
Radio (listened to morning drive radio)
167,556
Online (visited any newspaper Web site)
100,986
606,540
483,568
411,654
303,534
262,282
289,464
204,240
95,196
196,114
175,266
143,602
56,962
Copyright 2010 Scarborough Research. All rights reserved. 1Source: 2009 Release 2 – Apr 09 – Sep 09 – Scarborough Report.; 2Source: 2009 Release 2 – Feb 09 – Jul 09 – Scarborough Report.
PA Counties Only; 3Source: 2009 Release 2 – Mar 09 – Aug 09 – Scarborough Report. PA Counties Only; 4Source: 2009 Release 2 – Apr 09 – Sep 09 – Scarborough Report.
Page 4
Whoever Said Love Was Free Certainly
Wasn’t Planning a Wedding!
In 2009, consumers were expected to spend
$20,400 on their wedding. In 2008, average
spending on a wedding was $28,704, down 0.1
percent from 2007.
On average, couples spend three months looking at
28 rings in four different jewelry stores during the
engagement ring buying process. Rings average
$5,800 and center stones average slightly more
than one carat. Couples typically spend $2,000 on
both wedding bands.
Despite the recession, 36 percent of grooms plan
to spend approximately the same on wedding rings,
compared to 52 percent of brides who said the
same. Grooms plan to purchase the rings at the
following retailers:
• National jewelry store - 43 percent
• Local independent jewelry store - 36 percent
• Internet-only store - 7 percent
• Big-box store - 7 percent
• Established retailer Web site - 7 percent
For women, the most important feature of an
engagement ring is the stone cut/shape (53
percent) and style/setting (52 percent). Eighty-one
percent of brides prefer platinum jewelry, and more
than half of couples say metal type is important or
very important when selecting wedding rings.
continued on page 6
From the Editor
Do your sales skills sizzle? Does the
idea of finding new revenue streams
get your heart pounding? Do you pull
your hair out every time you read
another story about the demise of the
newspaper industry? Have you been
chomping at the bit to help newspapers
tell a better story about themselves? If
you’ve answered “yes” to any of these
questions, please consider joining one
of the two new committees that PNA
has formed this year – the Advertising
Sales/Revenue Generating Committee
or the Marketing Committee.
The goal of these two committees is
pretty straight forward. We’re bringing
together the best of the best to pool
our collective intelligence and resources
so that we can fight a stronger fight
to earn more advertising dollars,
develop a better connection with our
local communities and increase our
readership base.
Lisa Knight, vice president of sales at
MANSI Media, PNA’s newspaper and
online placement service, is heading the
Advertising Sales/Revenue Generating
Committee. More specifically, this
committee will explore new selling
techniques, new pricing model
strategies, commission structures,
value-added opportunities, and nontraditional revenue generating streams
like book publishing, event marketing
and online opportunities.
This committee might also explore how
a non-print ad can transition effectively
into a newspaper ad and will consider
creating an “ad share” program in which
Pennsylvania’s newspapers distribute
internally generated ad materials for
other PNA members to use at no cost.
The Marketing Committee, chaired
by Jane Hungarter, vice president
of marketing at PNA, will investigate
how to position a newspaper within its
community, use research to strengthen
the newspaper’s position with readers
and advertisers, and develop design
templates that can be customized by
a newspaper to help tout its value and
competitive advantages as well as
overcome the negative publicity about
declining circulation and ad revenue.
This committee might also develop a
marketing/communications plan to help
PNA members reengage with their lost
readers.
Feeling inspired? Want to pitch in and
share some ideas? Each committee
will meet once a month or every other
month by conference call – so there’s
no need for travel!
Please contact Lisa Knight at lisak@
mansimedia.com or Jane Hungarter
at [email protected] for more
information or to sign up! ◆
Jane Hungarter
Vice President of Marketing
& Revenue Development
Pennsylvania Newspaper Association
Page 5
Retailers Elaborate on Their
Participation in Bridal Expos
by Louella Reynolds, PNA
For many, getting married has
turned into what seems more
like a movie production than a
wedding. All the planning and
making sure every detail is
perfect takes a lot more time and
effort than most realize.
Using newspaper, television
and online ad mediums, the
David’s Bridal corporate office
in Conshohocken controls the
advertising, but each store
actively participates in the bridal
shows in its own geographic area.
Bridal expos and showcases go a
long way in helping the bride-tobe make choices without having
to run from shop to shop. Many
businesses participate in these
shows in an effort to prove that
their services are what the bride
needs to pull off her perfect day.
With brides continually looking
for the perfect dress, David’s has
seen no real trends or changes
in the way brides select a dress,
saying brides still try on anywhere
from one to 15 dresses until they
find that perfect look.
With 300 locations, David’s Bridal
plays a part in bridal expos and
showcases across the country.
According to Christy Davis, PR
Manager, David’s Bridal starts the
year off in January with ‘Bridal
Christmas,’ which extends into the
first quarter of each year.
Much like the bridal expos, David’s
Bridal prides itself in great value
and selection, offering a one-stopshop to complete the entire bridal
party, from head pieces to shoes
and accessories.
Pealer’s Flower Shop participates
in two, sometimes three, bridal
shows per year. According to
Michelle Smith-Lentz, bridal
and ecommerce manager for
Pealer’s, the shows it chooses
to participate in are selected
geographically in relation to its
four store locations.
Pricing and budget dictates
what type of advertising is
used to promote the
store’s participation
in the shows. Pealer’s
does not use radio
or television ads for
this specific target
audience. They do
utilize online ads that
are offered as free
spots by wedding sites as well
as a blog on their own Web
site. Michelle says that a close
relationship with area hotels
offers Pealer’s the opportunity to
be included in the hotel’s bridal
taste-test functions. Print ads
are not a part of Pealer’s bridal
advertising program, but are
utilized throughout the year for
other special occasions.
Michelle says Pealer’s gears up its
bridal advertising at the beginning
of the year because that is when
brides who expect to tie the knot
realize that the time to pull the big
day together is quickly slipping
away. With the high expectations
of today’s brides, Michelle says
that meeting their needs is not
enough, and businesses have
to reach higher and do the
extraordinary. With more than
eight decades of proven service,
and designers with more than
35 years of experience, Michelle
said Pealer’s offers talent behind
its flower service that allows it
to give the bride a ‘wow’ factor
that makes her special day an
exceptional one.
Bridal expos give brides-to-be the
opportunity to compare goods
and services in a convenient
and time-saving manner. The
businesses that participate feel
this is an opportunity that offers
them the chance to put their best
food forward and be the one
selected to help each bride’s fairy
tale come to life. ◆
Page 6
Save the Date
Providing high-quality training opportunities for our
members is at the core of the PNA Foundation’s mission.
Our extensive selection of training opportunities includes a
variety of topics including advertising sales and marketing.
Below is a list of some of our upcoming sessions. Be sure
to mark your calendar and plan to attend!
Advertising Sales Negotiations
Thursday, April 15, 1 p.m. – 5 p.m.
PNA Headquarters
An absolute imperative for the successful ad sales
executive is making the investment to improve your sales
negotiation skills. We’ll provide the framework specifically
designed to improve your negotiating performance.
Learn the tools and techniques that give you the ability to
increase your sales revenues.
Speakers: Cathy Reed, Advertising Director, The Indiana
Gazette; Jennifer Bertetto, Advertising Director; Trib Total
Media
Advertising Roundtable
Wednesday, July 21, 7 p.m. – 9 p.m.
Trib Total Media, Pittsburgh
Our members have told us that they would like to have
more time to interact with other newspaper managers and
advertising reps to share and exchange ideas. Participate
in this roundtable and walk away with new insights and
ideas to put into practice.
Speakers: Tim Williams, President, PNA; Lisa Knight, VP,
Sales, MANSI Media; Kevin Wert, Director, New Business ;
Development, MANSI Media
PNA On The Road – Practical Tips to Help
Improve Your Advertising Sales Success
Thursday, July 22, 9 a.m. – 4 p.m.
Trib Total Media, Pittsburgh
Have you heard from skeptics who say print media is
dead? Are you looking for the facts so you can prove them
wrong? We’ll give you that and more at this workshop.
Members of MANSI Media will share strategies, tips and
best practices so you can successfully sell the strengths
of newspaper and online advertising to potential buyers.
Speakers: Jane Hungarter, VP Marketing, PNA; Matt
Caylor, Account Executive, Interactive, MANSI Media; Lisa
Knight, VP Sales, MANSI Media; Kevin Wert, Director, New
Business Development, MANSI Media
For more information or to register, contact the Foundation
at (717) 703-3003 or [email protected]. ◆
continued from page 4
Brides-to-be were expected to spend $841 on a wedding
dress in 2009, down 8 percent from $916 in 2008.
In 2008, the following amounts were spent, on average,
on wedding flowers:
• Bridal bouquet - $146 (down 3.9 percent from
2007)
• Bridesmaid bouquet - $232 (-4.5 percent)
• Flower girl flowers - $48 (-2.0 percent)
• Corsages/boutonnieres - $169 (-5.1 percent)
• Ceremony - $428 (-1.6 percent)
• Reception flowers - $1,010 (+2.9 percent)
According to a 2007 study by Discover Card,
bridesmaids spend an average of $963 as part of a
wedding party. Groomsmen actually spend more, paying
an average of $1,009 on wedding expenses. ◆
[Sources: Wedding Shopping Survey. Discover Financial Services. May 2007, The
Wedding Report. 2008, “June Bridal Study.” Jewelry Consumer Opinion Council.
Conducted June 10-15, 2009, TheKnot data via Marketing to Women. September
2009, Modern Bride Magazine Survey. January 2009; The Wedding Report. 2009]
Reprinted with permission – “© 2010 AdMall and Sales Development Services, Inc.”
Page 7
Brides-To-Be Say
“I Do” to Newspapers
by Jane Hungarter, PNA
Part of the fun of planning a wedding is doing the shopping for it. It is estimated that
brides will spend more than $800 on a wedding dress and more than $2,000 on
wedding flowers. As advertisers in your market vie for a share of this business, be
sure to show them how newspapers reach bridal customers better than any other
competing medium.
Based on the most recent Scarborough Research reports, Pennsylvanians who
shopped or used the services of any bridal shop or florist in the past year read
newspapers more than they use any other media type.
Adults 18+ who shopped or used the services of any bridal shop or
florist in the past year who have used selected media in the past week:
Harrisburg/Lancaster/Lebanon/York DMA –
Adams, Cumberland, Dauphin, Franklin, Juniata,
Lancaster, Lebanon, Mifflin, Perry and York
Counties1
Philadelphia DMA – Berks, Bucks, Chester,
Delaware, Lehigh, Montgomery, Northampton and
Philadelphia Counties2
Pittsburgh DMA – Allegheny, Armstrong, Beaver,
Butler, Clarion, Fayette, Forest, Greene, Indiana,
Lawrence, Venango, Washington and Westmoreland
Counties3
Wilkes-Barre/Scranton DMA – Bradford, Carbon,
Clinton, Columbia, Lackawanna, Luzerne, Lycoming,
Monroe, Montour, Northumberland, Schuylkill, Snyder,
Sullivan, Susquehanna, Union, Wayne and Wyoming
Counties4
238,112
207,046
169,066
107,156
592,778
460,648
374,702
268,776
274,540
262,386
184,314
111,356
175,412
138,374
126,610
60,082
Copyright 2010 Scarborough Research. All rights reserved. 1Source: 2009 Release 2 – Apr 09 – Sep 09 – Scarborough Report.; 2Source: 2009 Release 2 – Feb 09 – Jul 09 – Scarborough Report.
PA Counties Only; 3Source: 2009 Release 2 – Mar 09 – Aug 09 – Scarborough Report. PA Counties Only; 4Source: 2009 Release 2 – Apr 09 – Sep 09 – Scarborough Report.
Page 8
Love is in the Air – Effectively
Reaching the Engaged Couple
Bridal shop and jewelry
store advertising is generally
done in the spring and may
include tie-ins to events
such as fashion shows.
Local or regional magazine
and newspapers (special
sections), limited radio and
television, Internet (Web
sites, directories, social
networks) and Yellow Pages
are the most frequently
used media outlets for bridal
shops.
Rural jewelers are more likely
to run ads in a newspaper
than their urban and
suburban counterparts, while
bridal magazine ads are
significantly more frequent
among urban and suburban
jewelers. Fifty-three percent
of brides consult the Internet
when planning their wedding.
Retailers continue to increase
their online advertising,
particularly their use of social
networks and blogs, due
in part to piqued interest
among younger consumers.
A study by National Jeweler
and Zoomerang revealed that
jewelers use the following
media types:
Print – 31 percent
Direct mail – 18 percent
Radio – 14 percent
TV – 12 percent
Web/E-mail – 9 percent
Other – 7 percent
Live event – 5 percent
Outdoor – 5 percent
A 2009 survey revealed
that 63 percent of recentlyengaged women give
themselves less than six
months before their wedding
to purchase a gown, and
38 percent wait until three
months before the wedding.
Bridal and Wedding Journal
reports that the average
bride visits six shops
before making her purchase
decision.
Sixty percent of brides would
like to customize their gown
to reflect their personality.
When looking for bridesmaid
dresses, 75 percent of
brides would like the dresses
to be coordinating in style
and color, and 34 percent
prefer their bridesmaid to
wear the same dresses. ◆
[Sources: “What’s on Bride’s Minds?” Leflein
Associates, Inc. January 2009, North
American Fine Jewelry Retailing Research
Series: Marketing Best Practices. December
2007, North American Fine Jewelry Retailing
Research Series, The Main Event. December
2007, Diamond Promotion Service data via
National Jeweler, May 16, 2008]
Reprinted with permission – “© 2010 AdMall
and Sales Development Services, Inc.”
The average bride is 27
years old, and the average
groom is 29 years old.
Tim Williams, President, [email protected] 717.703.3060
Jane Hungarter, Vice President of Marketing and Revenue Development, [email protected] 717.703.3041
Lisa Knight, Vice President of Advertising Sales, [email protected] 717.703.3043
Kevin Wert, Director of New Business Development, [email protected] 717.703.3049
Matthew Caylor, Account Executive, Interactive, [email protected] 717.703.3040

insight - Pennsylvania NewsMedia Association

Transcription

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