SOURCE: Newspaper Association of America

April 02, 2007 09:06 ET

NAA Launches 2007 Industry Trade Campaign Showcasing Value of Newspapers as 'The Multi-Medium'

Spring 2007 Newspaper Audience Data (NAdbase) Shows 15 Percent Year-Over-Year Jump in Unique Visitors to Newspaper Web Sites During Second Half of 2006; Newspaper Web Sites Contributed to a 14 Percent Increase in Total Newspaper Audience for the 25- to 34-Year-Old Demographic

ARLINGTON, VA -- (MARKET WIRE) -- April 2, 2007 -- Hundreds of newspapers joined forces today to launch the industry's 2007 trade campaign with simultaneous publication of print and online ads that communicate to advertisers the value of the engaged audience delivered by today's newspapers in all their forms. With the tagline, "Newspaper. The Multi-Medium," the campaign communicates to media planners and buyers that the brand power, content and credibility of newspaper media -- from print and online to niche publications and wireless products -- serve the needs of advertisers better than any other medium.

"The 2007 campaign is an aggressive presentation of the innovative print and digital products newspapers use to engage a diverse and growing audience highly valued by advertisers," said NAA President and CEO John F. Sturm. "The ad campaign emphasizes newspaper's ability to combine the strengths of the Internet and print while expanding its reach and influence in a time of critical transformation for the industry."

The spring campaign, which builds on NAA's $75 million 2006 initiative, coincides with the release of the spring 2007 Newspaper Audience Database (NAdbase) report, comprehensive research that validates newspapers' growing multi-media reach. This latest report shows that during the second half of 2006, unique visitors to newspaper Web sites averaged 57.3 million visitors a month or one in three of all Internet users, a 15 percent increase over the same period a year ago (49.8 million) (Nielsen//NetRatings).

In addition, newspaper Web sites have contributed to a 13.7 percent increase in total newspaper audience for the coveted 25- to 34-year-old demographic and a 9.2 percent increase for 18- to 24-year-olds (Scarborough). Additional data is available on www.newspapermedia.com.

"The latest NAdbase report is strong evidence that newspapers are succeeding in driving new innovations and growing their audiences in both size and value," said NAA Senior Vice President and Chief Marketing Officer John Kimball. "We could think of no better time to launch our 2007 newspaper value campaign than the very day we provide advertisers with audience data spanning the medium's full portfolio of print and digital products."

"Newspaper. The Multi-Medium."

During the course of the 2007 ad campaign, participating newspapers will run one of three ads with the tag line, "Newspaper. The Multi-Medium." Two additional ads will become available in the next several months. The Martin Agency of Richmond, Va., worked with NAA to design the ads in a way that presents the medium as both contemporary and aggressive. The campaign's primary message is the value of the engaged audience newspapers deliver to print and online advertisers. The copy of one ad reads, "The Internet is the best thing to happen to newspapers since the paperboy. ... Today's online and print editions are a multimedia partnership, combining the strengths of the Internet and the press. ... See why newspaper could be the best thing to happen to your advertising in a long time."

Print ads are available in color as well as in black and white, and feature three sizes: full-page broadsheet (11.625 inches-by-20.5 inches), full-page tabloid (9 inches-by-11.25 inches) and quarter-page (5.375 inches-by-10.25 inches). These ads, available in both rich media and static, are available for download at www.naa.org/valueprop.

The 2007 newspaper value campaign comes on the heels of last year's success. That campaign was launched March 20, 2006, when more than 800 newspapers reached more than 100 million readers by publishing the print and online ads. Since the launch, more than 1,000 newspapers have participated in the campaign through publication of ads and delivery of sales presentations, with the value of the media spend exceeding $75 million. More than 100 million adults were exposed to the messages at launch, and about 20,000 newspaper advertising sales people were trained to use the standard sales presentation. In addition, 136,000 advertisers visited the campaign Web site (www.naa.org/advertiser) to learn about the value of newspaper media.

Additional NAdbase Analysis

NAdbase research indicates newspaper Web sites continue to expand the medium's reach and audience. Page views for newspaper Web sites increased 27 percent year over year during the second half of 2006, according to NAdbase. In November 2006, 36 percent of all Internet users visited a newspaper Web site (Nielsen//NetRatings).

The NAdbase analysis also shows the continued broad reach of the print audience from Scarborough, with nearly three out of four adults in the top 50 markets (115 million) reading the newspaper over the course of a week (5 weekdays/1 Sunday). Nearly two out of three (65.8 percent) of 18- to 34-year-olds in the top 50 markets are reading a newspaper during the course of a week, and three out of four (76.9 percent) of 35- to 54-year-olds and 84.2 percent of those 55 and older read a newspaper in the past week.

About the NAdbase Research

NAdbase aggregates print and online audience data from Media Rating Council-accredited Scarborough Research and newspaper Web site data from Nielsen//NetRatings for the 100-plus newspapers representing most major markets. The spring 2007 NAdbase is the fourth release of detailed audience data since it was launched one year ago.

The online tool was built by Scarborough Research, a leading media/market research firm, which measures 81 DMAs (including the top 50). Scarborough collects data via telephone interview and a mailed consumer survey booklet and seven-day TV diary. Scarborough collected fieldwork for Release Two from August 2005 through September 2006. Scarborough's local-market newspaper audience and demographic data is audited and accredited by the Media Rating Council (MRC).

Newspaper Web site usage data is supplied by Nielsen//NetRatings, a leading provider of Web audience usage data. Individual newspaper audience data is based on custom Mega Panel data. Total newspaper Web audience data is based on custom analysis of their NetView syndicated service. Data is collected by tracking usage of more than 28,000 home and work Internet users recruited through Random Digit Dial. Data for this report is based on Web usage during the months of July to December 2006.

NAA is a nonprofit organization representing the $59 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. NAA members include daily newspapers, as well as non-dailies and other publications published throughout the world. Headquartered just outside Washington, D.C., in Arlington, Va., the Association focuses on six key strategic priorities that affect the newspaper industry collectively: marketing, public policy, diversity, industry development, newspaper operations and readership. Information about NAA and the industry also may be found at www.naa.org.

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