the buzz current events and industry news from MANSI media
  • Printed Newspapers Are Valuable to Marketers

    circularsPrinted newspapers remain a valuable platform for advertisers to reach consumers.  Consider the following stats from a recently released study from the Newspaper Association of America:

    • 79% of adults have taken action as a result of reading or seeing an ad in a print newspaper in the past 30 days.
    • 57% of adults have used newspaper media for shopping purposes in the past seven days with 52% using the print newspaper and 21% using newspaper websites.
    • 69% of adults use print newspapers to get coupons – the leading medium consumers use.
    • Nearly two-thirds of consumers look at or read advertisements as they go through the newspaper.
    • Circulars drive consumer action in all age and income groups – 78% of adults have taken some action in the past 30 days from an ad in a circular appearing in a newspaper package.

    Overall, regardless of age and gender, newspaper print ads drive consumer action. For instance, there is virtually no difference between age groups and genders in terms of newspaper ads driving awareness of a sale – about 61% of all age and gender groups were made aware of a sale in the past 30 days.

    However, women are more likely to clip coupons (59%) than men (42%) and to buy something that is advertised in the newspaper (50% vs. 45%). Unsurprisingly, the 18-34 age group is more likely to be driven to online actions from newspaper advertising than the older groups. Slightly more than half of the 18-34 age group performed at least one online action as a result of a newspaper print ad in the past month.

  • 4 Reasons to Include Mobile in Your Next Campaign


    Over the last three years we have been waiting for mobile to take its place on the starting block as a key component of every digital campaign.  Now, in 2014, the stars are aligning to show that mobile is ready and the great interactive Magic 8 Ball is saying, “You may rely on it” or “Outlook good” (whichever one you prefer).  Let’s take a look at some decidedly mobile-friendly statistics.

    tvOver 65% of television households in the US now have a smart phone. (Nielsen, “Digital Consumer Report,” Feb 2014)

    This places smart phone ownership above smart TV’s (16%), guns (37%), game consoles (42%) and even the family dog (63%).  The tipping point for the device that is synonymous with mobile web and app usage has been reached and it will continue to grow throughout the year (surpassing 70% by the end of 2014).  With its ubiquity across the United States, a campaign is not complete without a method to reach the mobile audience.

    smartphoneMobile web usage has risen over 10% from this time last year.  (“Internet Trends,” Code Conference 2014)

    In 2013, we saw mobile usage make up 14% of total web traffic.  In 2014, we saw mobile usage spike to 25% of overall Internet usage.  With a strong share of the market, campaigns require a mobile presence to reach adequate market penetration.

    shoppingFour out of five smart phone or tablet owners use their device to make a shopping decision. (Nielsen, “Digital Consumer Report,” Feb 2014)

    There are more mobile consumers, they are driving more traffic, and those mobile consumers are relying on those devices to help them make their purchases. 

    Nine out of ten mobile searches lead to an action, with 50% of those actions ending in a sale. (SearchEngineLand)

    Campaigns with a mobile component tend to deliver a higher response rate, from clicks to conversions.

    In 2014, more news media consumers access their news on a mobile device than on a desktop /laptop. 
    (NAA, “Newspaper Digital Audience Hits a New Peak,”  Sept 2014)

    At MANSI Media, we firmly believe in building digital campaigns on a local foundation.  With the majority of the local audience accessing news through mobile (38%), you will need to reach out through the mobile web and apps to build that foundation.

    We expect these trends to continue, with mobile still on the rise and consumers continuing to rely on their trusted mobile devices.   As you are planning your next campaign, let MANSI Media know and we can help enhance your plan with a strong mobile component.

  • 5 Reasons Billionaires are Investing in Newspapers

    businessinvestnewsInvesting in newspapers may seem counter-intuitive to the doom and gloom news we all hear about declining circulations and advertising revenues at newspaper companies.  However, that is just what three savvy billionaire investors have done recently.  Amazon founder, Jeff Bezos, bought The Washington Post in 2013 for $250 million.  John Henry, Red Sox owner and former hedge fund manager, bought The Boston Globe last year for $70 million.  Billionaire Warren Buffet bought 28 regional newspapers for $344 million and his company, BH Media Group, now owns 69 publications.

    Why are these investment experts buying newspapers?  Here are five reasons:

    1. They see value.

      These publications were relatively inexpensive to buy and have reached a point of stability after years of cost cutting.  Circulation revenue for papers recorded a second consecutive year of growth thanks to the increased use of paywalls and while income from print advertising is still declining, revenues from digital advertising and direct marketing are growing.

    2. Sense of civic duty.

      There is some sense of need to save and protect the quality of journalism in this country.  Many of these newspaper companies are local institutions.

    3. The demand for news continues to grow.

      Never before has the demand for news content been so high.  By focusing on targeted, regional news, newspaper companies have the opportunity to grab a large share of this digitally-driven demand.

    4. Innovation.

      There is a willingness to invest to innovate and figure out the future business model for the news industry that allows for high quality journalism and information for the public while still making a profit.   This innovation will shape the future of the industry.

    5. Hope for growth.
      While these investors feel that their properties will still be profitable for quite some time, they are truly hoping to grow revenue by becoming more data driven technology businesses that are involved in content and journalism creation.

    It will be fascinating to watch these companies develop and help shape what the industry will look like in 25 years, most likely more targeted and geared towards a digital audience.

Lisa Knight, Vice President, Advertising,

Kevin Wert, Director, Client Solutions,

Wes Snider, Director, Client Solutions,

Matt Caylor, Director of Interactive

Chris Kazlauskas, Director Media Placement,

Jane Hungarter, Director, Marketing,

Carin Hoover, Account Manager,

Lindsey Artz, Account Manager,

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