Insights
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Welcome
Insights 600 four legged sales calls in last 18 months 5 994 reader conversations on 12/31/11 5,994 John W. Marling Pulse Research Portland, Oregon
March 2012
Pulse Research - Pulse Forecast
Introduction
What I have learned across the USA
Thank you!
Marling – Pulse Research background Commitment to you. Ask questions as we go through program Today’s presentation is based on: 600 “four legged sales calls” 5,994 reader conversations on 12/31/2011 March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
1
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
INSIGHTS AGENDA
Six Hundred Sales Calls & 5,944 conversations
Real World Advertiser, Ad Rep, Ad Directors & Publishers
Why Now Is The Best Time In Decades Insights from 600 presentations
Pulse of America survey Updated every 90 days
Yes – You can increase revenue now Facts supporting immediate revenue
How to increase ad count A suggestion from “the best” March 2012
Pulse Research - Pulse Forecast
INSIGHTS AGENDA
Six Hundred Sales Calls & 5,994 conversations
Sales Opportunity Presentations Focused on what advertiser’s want!
Automotive advertising Secret I learned from some tough dealers
Real estate advertising Insights from presentations in the last two weeks
Classified revenue Some real exciting facts & opportunities
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
2
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
INSIGHTS AGENDA
Six Hundred Sales Calls & 5,994 conversations
Why a guy named Craig is vulnerable Facts to beat Craigslist
Out of area shopping One of the most important realities
Facebook facts & realities Some facts to fight back
Google AdWords What advertisers are missing
March 2012
Pulse Research - Pulse Forecast
INSIGHTS AGENDA
Six Hundred Sales Calls & 5,994 conversations
Groupons – the real story Real facts about Groupon & LivingSocial use
Digital Audience Facts Unique characteristics
How to setup an appointment What to say…and most important what NOT to say
Pulse of America Participation How to participate in the quarterly Pulse of America survey…and get free shopping research. March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
3
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
The Real World
*Advertisers *Ad Reps * Publishers ! March 2012
Pulse Research - Pulse Forecast
Advertiser’s World March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
4
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Perceptions =Reality 9
Advertiser’s Perceptions
Objections your ad reps hear everyday
Newspapers are dying No business out there, no money Newspapers can’t deliver my market Facebook, Google AdWords. The I t Internet t iis th the ““place l tto be”. b ”
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
5
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Advertiser Insights
What I have learned 500 calls
Their crystal ball is “cracked”.
“Get more ads in the paper” “No information anymore in the paper” It used to be easy to advertise Summary: Their world is very complex
March 2012
Pulse Research - Pulse Forecast
Sales Rep World March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
6
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Sales Rep Insights
What I have learned from 500 four legged sales calls
Ad reps are overwhelmed Many feel relationships are everything Relationships only get your so far
Too many special sections Many ad reps are “clueless” and should “retire”.
March 2012
Pulse Research - Pulse Forecast
Publishers & Ad Directors World March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
7
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Publishers & Ad Directors World
The Economy Limited time and resources More with less
Media-information Media information fragmentation Many choices for information
March 2012
Pulse Research - Pulse Forecast
Three Reasons why this economy is a huge sales opportunity March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
8
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
REASON #1
Advertiser need as NEVER been greater March 2012
Pulse Research - Pulse Forecast
REASON #2
Reps Want to Help Your Local Businesses March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
9
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
REASON #3
Currentt information C i f ti about b t their business is available March 2012
Pulse Research - Pulse Forecast
Pulse of America Survey Research Methodology
COMPLIMENTARY
PULSE OF AMERICA SURVEY RESULTS
What is the Pulse of America survey Ongoing consumer shopping survey Nine Quarters Results available every 90 days – each quarter
Online Survey 5,944 sample, 300+ publications, all 50 states
Information areas: Business types & product/service purchasing plans
When completed Dec. 31, 2011 – next release Mid-April 2012 March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
10
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Shopping Business– Apparel & Accessories Plan to shop or use in next 12 months
December 2011-Pulse Research - Pulse Forecast
Shoe Types Plan to buy in next 12 months
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
11
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Increase Revenue March 2012
Pulse Research - Pulse Forecast
You CAN increase revenue Advertising readership Advertising effectiveness Bought because of an ad
Increase Ad count now
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
12
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Advertising Effectiveness March 2012
Pulse Research - Pulse Forecast
Advertising Effectiveness
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
13
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Bought because of an Ad in the last 30 days March 2012
Pulse Research - Pulse Forecast
Store Types Shopped Because of Ad – Past 30 Days
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
14
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
How to increase ad count March 2012
Pulse Research - Pulse Forecast
Increase ad count
Mr. Pump and Dump Prospecting program Set a goal and monitor Remember: When your ad count is weak, your paper looks like it is “dying.”
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
15
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Email EMAIL marling@ Paper.net For Free Log In
March 2012
Pulse Research - Pulse Forecast
Sales Opportunity Presentations Pulse Research, January 2010
John Marling, President, Pulse Research
32
16
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Sales Opportunity Presentations • #1: Opportunity for the advertiser • #2: Relate to their business - not yours Relate to advertiser needs. Their “crystal ball” is shattered!
Pulse Research, , January 2010
33
Pulse of America Current Shopping Plans For advertiser business
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
17
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Home Business Types Plan to shop or use in next 12 months
December 2011-Pulse Research - Pulse Forecast
Home Products Need or plan to buy in next 12 months
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
18
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Sales Opportunity Presentations Let’s pretend we own a furniture store… What’s more important, motivating? 10,000 circulation or 1,700 furniture store customers? 7,500 circulation or $1.52 million in furniture store sales? * Based on Pulse of America survey 17% will shop at a furniture store and spend an average of $895 over year.
Pulse Research, , January 2010
37
Sales Opportunity Presentations Overcome Advertiser Miss Perceptions Newspapers are dying
Newspapers can not deliver my market. No business – wait until the economy improves. Newspapers deliver!!!
Pulse Research, , January 2010
John Marling, President, Pulse Research
38
19
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Sales Opportunity Presentations Good news! You can get current information about the customer & sales opportunities for their business
COMPLIMENTARY
PULSE OF AMERICA SURVEY RESULTS
Pulse Research, , January 2010
39
Pulse of America Some more Advertising Opportunities
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
20
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Agriculture/Farming Products Plan to buy in next 12 months
December 2011-Pulse Research - Pulse Forecast
Insurance Plans Plan to change or start in next 12 months
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
21
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Medical Service Providers Plan to change or start in next 12 months
December 2011-Pulse Research - Pulse Forecast
Automotive g Ideas Advertising ! March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
22
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Automotive Advertising Suggestions Dealer presentation “Absolutely, will consider print
Another dealer presentation “Bought because of an ad”
March 2012
Pulse Research - Pulse Forecast
Vehicle Purchasing Plans Next 12 months
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
23
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Automotive Service Businesses Plan to visit or shop in next 12 months
December 2011-Pulse Research - Pulse Forecast
Sell More Real Estate Advertising
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
24
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Real Estate Advertising Suggestions Realtors realize “fragmentation” fragmentation of real estate information. They “get” that the local newspaper site can bring new buyers and sellers they are missing with their website website. Recent onsite presentations “Love affair with Facebook” March 2012
Pulse Research - Pulse Forecast
Real Estate Websites Visited Past 90 days
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
25
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Classified Revenue ! March 2012
Pulse Research - Pulse Forecast
Classified Facts Classified readership Classified results Sold or got many calls
Transient classified opportunity Have not placed a classified ad
New Iberia Opportunity Seminar March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
26
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Classified Effectiveness
31% sold product/service advertised December 2011-Pulse Research - Pulse Forecast
Classified Revenue Suggestions Package classified liners with print Testimonial ads – results! Promote classified readership and results Target home improvement related businesses. Opportunity statistics next page March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
27
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Home Service Contractors & Businesses Plan to use in next 12 months
December 2011-Pulse Research - Pulse Forecast
How to sell against Craigslist ! March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
28
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Craigslist: Use status
78% of newspaper readers & website visitors have NOT responded to an ad on Craigslist in the last 30 days 83% of newspaper readers & website visitors have NOT placed an ad on Craigslist in the last 30 days
December 2011-Pulse Research - Pulse Forecast
Out of Area Shopping Why do readers shop outside your local area? ! March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
29
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Out of Area Purchasing
December 2011-Pulse Research - Pulse Forecast
Why do Customers Shop Out of Area?
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
30
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
How to sell against Facebook ! March 2012
Pulse Research - Pulse Forecast
Facebook Use & Results 55% of newspaper readers & website visitors have NOT visited a business Facebook page in the last 30 days 85% of newspaper readers & website visitors have NOT responded to a business Facebook offer in the last 30 days. FACEBOOK BUSINESS SITES MISSES 55% OF NEWSPAPER READERS AND WEBSITE VISITORS December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
31
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
How to sell against i t Google G l Ad Adwords d ! March 2012
Pulse Research - Pulse Forecast
Google Adwords facts Bankruptcy attorney Google use facts
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
32
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Google Ad Words
31% of newspaper readers & website visitors have clicked on a sponsor on Google search results in the last 30 days
GOOGLE ADWORDS MISSES 69% of NEWSPAPER READERS AND WEBSITE VISITORS
December 2011-Pulse Research - Pulse Forecast
How to sell against g Groupon p ! March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
33
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Groupons
75% of newspaper readers & website visitors have NOT used a Groupon coupon in the last 30 days 91% of newspaper readers & website visitors have NOT used a LivingSocial coupon in the last 30 days. GROUPON MISSES 75% OF NEWSPAPER READERS AND WEBSITE VISITORS
December 2011-Pulse Research - Pulse Forecast
Digital Audience Research March 2012
John Marling, President, Pulse Research
Pulse Research
34
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Digital Audience
DEMOGRAPHICS Average age: 7 years younger Digital audience: 44 years old
Print 51 years old
60% more digital households are 30 and under
Household income: 21% higher Digital audience: $65,480
Print $53,776
d lh households h ld earn more than h $ $100,000/yr / 82% more digital
Better educated
22% more digital households have college or post degree
March 2012
Pulse Research
Digital Audience
DEMOGRAPHICS Children at home: 50% higher Digital audience: 48% have
Print 32% have
Business owners/managers: 50% more Digital audience: 31%
Print 20%
82% more digital households earn more than $100,000/yr
20% higher h h planned l d spending d at locally l ll owned business in next 12 months Digital audience: 30%
March 2012
John Marling, President, Pulse Research
Print 25%
Pulse Research
35
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Digital Audience
Purchasing Plans Real R l estate purchasing h i plans: l 46% hi higher h 46% more digital households plan to purchase personal residence in the next 12 months; 7.6% compared to 52.%
New car purchasing: 24% higher Digital audience: 8.4%
Print 6.8%
Retail R t il store t purchasing h i hi higher h Furniture store 51% higher; 24.4% to 16.2% Jewelry store 50% higher; 19.6% to 13.1% Fine dining 47% higher; 34.6% to 23.6%
March 2012
Pulse Research
Digital Audience
Purchasing Plans
Professional services purchasing higher Change banks next 12 months 38% higher; 19.4%% to 14.1% Change cell phone providers 37% higher; 16.9% to 12.3% Change auto insurance 27% higher; 29.7% to 23.3%
March 2012
John Marling, President, Pulse Research
Pulse Research
36
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
How to setup an appointment March 2012
Pulse Research - Pulse Forecast
What NOT to say
What I have learned 600 calls
Pretend for a moment you are the advertiser. Role play: I will give you a call and ask for the appointment.
March 2012
John Marling, President, Pulse Research
Pulse Research
37
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Setting Appointments What to say!
Let’s do another role play
March 2012
Pulse Research - Pulse Forecast
Three Most Important Things to say SUMMARY 1.Relate to their business and reality Ask questions
2. Their information Same survey – they would do – LUMBER YARD survey
3. Insight into how achieve their sales goal Sweet spots for additional customers Areas to get new business March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
38
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Pulse of America How to participate John Marling g [email protected] g@p p
COMPLIMENTARY
PULSE OF AMERICA SURVEY RESULTS March 2012
Pulse Research - Pulse Forecast
Thank you! • There has never been a better time! • Advertisers really need us! • THANK YOU!
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
39
3/1/2012
Welcome
Insights 600 four legged sales calls in last 18 months 5 994 reader conversations on 12/31/11 5,994 John W. Marling Pulse Research Portland, Oregon
March 2012
Pulse Research - Pulse Forecast
Introduction
What I have learned across the USA
Thank you!
Marling – Pulse Research background Commitment to you. Ask questions as we go through program Today’s presentation is based on: 600 “four legged sales calls” 5,994 reader conversations on 12/31/2011 March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
1
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
INSIGHTS AGENDA
Six Hundred Sales Calls & 5,944 conversations
Real World Advertiser, Ad Rep, Ad Directors & Publishers
Why Now Is The Best Time In Decades Insights from 600 presentations
Pulse of America survey Updated every 90 days
Yes – You can increase revenue now Facts supporting immediate revenue
How to increase ad count A suggestion from “the best” March 2012
Pulse Research - Pulse Forecast
INSIGHTS AGENDA
Six Hundred Sales Calls & 5,994 conversations
Sales Opportunity Presentations Focused on what advertiser’s want!
Automotive advertising Secret I learned from some tough dealers
Real estate advertising Insights from presentations in the last two weeks
Classified revenue Some real exciting facts & opportunities
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
2
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
INSIGHTS AGENDA
Six Hundred Sales Calls & 5,994 conversations
Why a guy named Craig is vulnerable Facts to beat Craigslist
Out of area shopping One of the most important realities
Facebook facts & realities Some facts to fight back
Google AdWords What advertisers are missing
March 2012
Pulse Research - Pulse Forecast
INSIGHTS AGENDA
Six Hundred Sales Calls & 5,994 conversations
Groupons – the real story Real facts about Groupon & LivingSocial use
Digital Audience Facts Unique characteristics
How to setup an appointment What to say…and most important what NOT to say
Pulse of America Participation How to participate in the quarterly Pulse of America survey…and get free shopping research. March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
3
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
The Real World
*Advertisers *Ad Reps * Publishers ! March 2012
Pulse Research - Pulse Forecast
Advertiser’s World March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
4
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Perceptions =Reality 9
Advertiser’s Perceptions
Objections your ad reps hear everyday
Newspapers are dying No business out there, no money Newspapers can’t deliver my market Facebook, Google AdWords. The I t Internet t iis th the ““place l tto be”. b ”
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
5
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Advertiser Insights
What I have learned 500 calls
Their crystal ball is “cracked”.
“Get more ads in the paper” “No information anymore in the paper” It used to be easy to advertise Summary: Their world is very complex
March 2012
Pulse Research - Pulse Forecast
Sales Rep World March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
6
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Sales Rep Insights
What I have learned from 500 four legged sales calls
Ad reps are overwhelmed Many feel relationships are everything Relationships only get your so far
Too many special sections Many ad reps are “clueless” and should “retire”.
March 2012
Pulse Research - Pulse Forecast
Publishers & Ad Directors World March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
7
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Publishers & Ad Directors World
The Economy Limited time and resources More with less
Media-information Media information fragmentation Many choices for information
March 2012
Pulse Research - Pulse Forecast
Three Reasons why this economy is a huge sales opportunity March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
8
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
REASON #1
Advertiser need as NEVER been greater March 2012
Pulse Research - Pulse Forecast
REASON #2
Reps Want to Help Your Local Businesses March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
9
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
REASON #3
Currentt information C i f ti about b t their business is available March 2012
Pulse Research - Pulse Forecast
Pulse of America Survey Research Methodology
COMPLIMENTARY
PULSE OF AMERICA SURVEY RESULTS
What is the Pulse of America survey Ongoing consumer shopping survey Nine Quarters Results available every 90 days – each quarter
Online Survey 5,944 sample, 300+ publications, all 50 states
Information areas: Business types & product/service purchasing plans
When completed Dec. 31, 2011 – next release Mid-April 2012 March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
10
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Shopping Business– Apparel & Accessories Plan to shop or use in next 12 months
December 2011-Pulse Research - Pulse Forecast
Shoe Types Plan to buy in next 12 months
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
11
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Increase Revenue March 2012
Pulse Research - Pulse Forecast
You CAN increase revenue Advertising readership Advertising effectiveness Bought because of an ad
Increase Ad count now
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
12
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Advertising Effectiveness March 2012
Pulse Research - Pulse Forecast
Advertising Effectiveness
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
13
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Bought because of an Ad in the last 30 days March 2012
Pulse Research - Pulse Forecast
Store Types Shopped Because of Ad – Past 30 Days
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
14
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
How to increase ad count March 2012
Pulse Research - Pulse Forecast
Increase ad count
Mr. Pump and Dump Prospecting program Set a goal and monitor Remember: When your ad count is weak, your paper looks like it is “dying.”
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
15
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Email EMAIL marling@ Paper.net For Free Log In
March 2012
Pulse Research - Pulse Forecast
Sales Opportunity Presentations Pulse Research, January 2010
John Marling, President, Pulse Research
32
16
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Sales Opportunity Presentations • #1: Opportunity for the advertiser • #2: Relate to their business - not yours Relate to advertiser needs. Their “crystal ball” is shattered!
Pulse Research, , January 2010
33
Pulse of America Current Shopping Plans For advertiser business
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
17
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Home Business Types Plan to shop or use in next 12 months
December 2011-Pulse Research - Pulse Forecast
Home Products Need or plan to buy in next 12 months
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
18
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Sales Opportunity Presentations Let’s pretend we own a furniture store… What’s more important, motivating? 10,000 circulation or 1,700 furniture store customers? 7,500 circulation or $1.52 million in furniture store sales? * Based on Pulse of America survey 17% will shop at a furniture store and spend an average of $895 over year.
Pulse Research, , January 2010
37
Sales Opportunity Presentations Overcome Advertiser Miss Perceptions Newspapers are dying
Newspapers can not deliver my market. No business – wait until the economy improves. Newspapers deliver!!!
Pulse Research, , January 2010
John Marling, President, Pulse Research
38
19
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Sales Opportunity Presentations Good news! You can get current information about the customer & sales opportunities for their business
COMPLIMENTARY
PULSE OF AMERICA SURVEY RESULTS
Pulse Research, , January 2010
39
Pulse of America Some more Advertising Opportunities
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
20
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Agriculture/Farming Products Plan to buy in next 12 months
December 2011-Pulse Research - Pulse Forecast
Insurance Plans Plan to change or start in next 12 months
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
21
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Medical Service Providers Plan to change or start in next 12 months
December 2011-Pulse Research - Pulse Forecast
Automotive g Ideas Advertising ! March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
22
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Automotive Advertising Suggestions Dealer presentation “Absolutely, will consider print
Another dealer presentation “Bought because of an ad”
March 2012
Pulse Research - Pulse Forecast
Vehicle Purchasing Plans Next 12 months
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
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3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Automotive Service Businesses Plan to visit or shop in next 12 months
December 2011-Pulse Research - Pulse Forecast
Sell More Real Estate Advertising
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
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3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Real Estate Advertising Suggestions Realtors realize “fragmentation” fragmentation of real estate information. They “get” that the local newspaper site can bring new buyers and sellers they are missing with their website website. Recent onsite presentations “Love affair with Facebook” March 2012
Pulse Research - Pulse Forecast
Real Estate Websites Visited Past 90 days
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
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3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Classified Revenue ! March 2012
Pulse Research - Pulse Forecast
Classified Facts Classified readership Classified results Sold or got many calls
Transient classified opportunity Have not placed a classified ad
New Iberia Opportunity Seminar March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
26
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Classified Effectiveness
31% sold product/service advertised December 2011-Pulse Research - Pulse Forecast
Classified Revenue Suggestions Package classified liners with print Testimonial ads – results! Promote classified readership and results Target home improvement related businesses. Opportunity statistics next page March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
27
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Home Service Contractors & Businesses Plan to use in next 12 months
December 2011-Pulse Research - Pulse Forecast
How to sell against Craigslist ! March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
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3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Craigslist: Use status
78% of newspaper readers & website visitors have NOT responded to an ad on Craigslist in the last 30 days 83% of newspaper readers & website visitors have NOT placed an ad on Craigslist in the last 30 days
December 2011-Pulse Research - Pulse Forecast
Out of Area Shopping Why do readers shop outside your local area? ! March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
29
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Out of Area Purchasing
December 2011-Pulse Research - Pulse Forecast
Why do Customers Shop Out of Area?
December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
30
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
How to sell against Facebook ! March 2012
Pulse Research - Pulse Forecast
Facebook Use & Results 55% of newspaper readers & website visitors have NOT visited a business Facebook page in the last 30 days 85% of newspaper readers & website visitors have NOT responded to a business Facebook offer in the last 30 days. FACEBOOK BUSINESS SITES MISSES 55% OF NEWSPAPER READERS AND WEBSITE VISITORS December 2011-Pulse Research - Pulse Forecast
John Marling, President, Pulse Research
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3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
How to sell against i t Google G l Ad Adwords d ! March 2012
Pulse Research - Pulse Forecast
Google Adwords facts Bankruptcy attorney Google use facts
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
32
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Google Ad Words
31% of newspaper readers & website visitors have clicked on a sponsor on Google search results in the last 30 days
GOOGLE ADWORDS MISSES 69% of NEWSPAPER READERS AND WEBSITE VISITORS
December 2011-Pulse Research - Pulse Forecast
How to sell against g Groupon p ! March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
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3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Groupons
75% of newspaper readers & website visitors have NOT used a Groupon coupon in the last 30 days 91% of newspaper readers & website visitors have NOT used a LivingSocial coupon in the last 30 days. GROUPON MISSES 75% OF NEWSPAPER READERS AND WEBSITE VISITORS
December 2011-Pulse Research - Pulse Forecast
Digital Audience Research March 2012
John Marling, President, Pulse Research
Pulse Research
34
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Digital Audience
DEMOGRAPHICS Average age: 7 years younger Digital audience: 44 years old
Print 51 years old
60% more digital households are 30 and under
Household income: 21% higher Digital audience: $65,480
Print $53,776
d lh households h ld earn more than h $ $100,000/yr / 82% more digital
Better educated
22% more digital households have college or post degree
March 2012
Pulse Research
Digital Audience
DEMOGRAPHICS Children at home: 50% higher Digital audience: 48% have
Print 32% have
Business owners/managers: 50% more Digital audience: 31%
Print 20%
82% more digital households earn more than $100,000/yr
20% higher h h planned l d spending d at locally l ll owned business in next 12 months Digital audience: 30%
March 2012
John Marling, President, Pulse Research
Print 25%
Pulse Research
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3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Digital Audience
Purchasing Plans Real R l estate purchasing h i plans: l 46% hi higher h 46% more digital households plan to purchase personal residence in the next 12 months; 7.6% compared to 52.%
New car purchasing: 24% higher Digital audience: 8.4%
Print 6.8%
Retail R t il store t purchasing h i hi higher h Furniture store 51% higher; 24.4% to 16.2% Jewelry store 50% higher; 19.6% to 13.1% Fine dining 47% higher; 34.6% to 23.6%
March 2012
Pulse Research
Digital Audience
Purchasing Plans
Professional services purchasing higher Change banks next 12 months 38% higher; 19.4%% to 14.1% Change cell phone providers 37% higher; 16.9% to 12.3% Change auto insurance 27% higher; 29.7% to 23.3%
March 2012
John Marling, President, Pulse Research
Pulse Research
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3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
How to setup an appointment March 2012
Pulse Research - Pulse Forecast
What NOT to say
What I have learned 600 calls
Pretend for a moment you are the advertiser. Role play: I will give you a call and ask for the appointment.
March 2012
John Marling, President, Pulse Research
Pulse Research
37
3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Setting Appointments What to say!
Let’s do another role play
March 2012
Pulse Research - Pulse Forecast
Three Most Important Things to say SUMMARY 1.Relate to their business and reality Ask questions
2. Their information Same survey – they would do – LUMBER YARD survey
3. Insight into how achieve their sales goal Sweet spots for additional customers Areas to get new business March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
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3/1/2012
Why Now is the Best Time in Decades for Newspaper Ad Reps A Local Media Association Webinar
Pulse of America How to participate John Marling g [email protected] g@p p
COMPLIMENTARY
PULSE OF AMERICA SURVEY RESULTS March 2012
Pulse Research - Pulse Forecast
Thank you! • There has never been a better time! • Advertisers really need us! • THANK YOU!
March 2012
John Marling, President, Pulse Research
Pulse Research - Pulse Forecast
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3/1/2012
