Traditional Media plus Digital Media

Borrell and Associates, June 2017

By a wide margin, local advertisers prefer to use a combination of traditional and new media solutions – reinforcing the importance of offering seamless, integrated multi-media programs.

How Local Advertisers Choose Media

Borrell and Associates, June 2017

Local advertisers are far more likely to make data-driven decisions when choosing digital media, while traditional media choices are more likely based on ‘gut’ feelings. The fact that new media alternatives are growing fastest reinforces the importance for newspapers to use data, research, and case studies to convey their value proposition.

US consumers are slow to let go of paper coupons

e-Marketer, April 2017

US consumers have never completely switched over to using digital coupons. Even with the convenience mobile coupons offer and the rise of discount apps, only 52.0% of the adult population will use digital coupons this year, eMarketer estimates.

That’s just a 3.8% increase over 2016, and user growth will continue to slow throughout the forecast period.

Retailers can attest that the biggest hurdle for uptake is getting digital coupons in front of consumers. Retailers have seen, at best, scattered success in the use of online and offline coupons through various digital channels, compared with that of print circulars. People still seem to take comfort in the familiarity of circulars and finding their weekly coupons all in one place.

In a February 2017 survey of sources that US grocery buyers use to find deals on grocery items, Market Track found that 59% search print circulars. Only 32% of respondents use digital coupons to find deals, while 23% use the digital version of a print circular. Just 12% said they looked for grocery deals on mobile versions of retailers’ sites.

Mobile coupons will be the main driver of overall digital coupon usage over the next few years. eMarketer estimates that 92.8% of US adult digital coupon users will access mobile coupons this year.

And more people are expected to adopt this way of finding deals. eMarketer expects mobile device coupon usage will increase 10.1% in 2017, spurred by in-store use of smartphones to search for deals. Partially because of this activity, nearly 57% of mobile device internet users will use a mobile coupon at least once this year.

How will retail stores change over the next two-three years?

e-Marketer, March 2017

As times change for retail, industry professionals expect traditional stores will be replaced with newer models. The next iteration will include pop-ups, theme-based stores, and fulfillment centers.

Does your sales team have relevant content at their fingertips?

According to new research, more than half of B2B decision-makers said that well-managed marketing content creates awareness and demand, and enables sales.


Upbeat Holiday Sales Forecast

September 2016

According to a recent report from Kantar Retail, holiday retail sales are expected to increase across all channels and store types.


Amazon’s reach could soon make trips to retail stores unnecessary

September 2016

Amazon now has a warehouse or delivery station within 20 miles of 44% of the US population, aims to increase to 70-80%, according to an investment note published by financial firm PiperJaffray.


The Ad Industry’s Focus on Fraud Has Intensified

September 2016

In spite of the great advances made in the fight against ad fraud, the practice is still costing US digital display advertisers billions of dollars. An April 2016 survey from MyersBizNet shows just how top of mind these topics are.

Concerns about digital buying.planning

National Marketers Value Local Media

August 2016

A new survey from Street Fight Daily shows that even as they shift dollars toward digital media, national marketers care a great deal about local media, and they particularly value traditional media channels such as print and radio.  54% of those surveyed said that local marketing and advertising were important.

Importance of Local Media

And among those respondents that considered local media important, the largest percentage ranked print as the most important local advertising tactic.  This represents a big opportunity for local media to leverage local content, context and relationships.

Most effective local media tactics

Marketers are challenged to find actionable insights

August 2016

According to a recent report from IDG Connect, U.S. marketing executives feel they face many challenges to effectively measuring the impact of their marketing activities.  In fact, nearly half say they are challenged to find “analytics that deliver actionable insight” – not exactly a vote of confidence in the current state of marketing analytics.

Marketing Measurement Challenges

Millennials are big users of newspaper ad content

July, 2016

“Millennials don’t read newspapers”.  How many times have you heard that statement?  Well, the truth is that Millennials do index lower than other age groups as print readers.  However, the 2016 release of Valassis’ highly regarded Coupon Intelligence Report provides a slightly different twist.  It seems that Millennials use print newspaper coupons at the same rate as ‘all adults’ – and a higher rate than Baby Boomers and more often that they use digital coupons.

So the next time someone tells you that ‘Millenials don’t read newspapers’, remind them that they’re big users of the ad content.

Internet users are blocking ads – newspaper readers are engaging with them!

July, 2016

According to new projections released this month by eMarketer, U.S. internet users utilizing ad blocking devices will continue grow rapidly – reaching 86.6 million by 2017 or nearly one-third of all internet users.  The rate of growth and level of penetration indicates that many consumers are unhappy with the ad experience delivered through their desktops and mobile devices.

In stark contrast is the level of ad engagement among newspaper readers.  According to the Triad Newspaper Insert Study (October, 2015), two-thirds of newspaper readers ‘always’ or ‘regularly’ read their inserts.  Far from ‘blocking’ the experience, consumers proactively engage with newspaper inserts to help them research and plan their purchases.

Ad Blocking

The Real ROI Story

June, 2016

Marketers are increasingly obsessed with ROI, but according to the 2016 CMO Survey, conducted by Duke University’s Fuqua School of Business, nearly 2/3 of companies are unable to demonstrate the quantitative impact of marketing spending.

In a business environment of increasing accountability, the store traffic and sales generated by newspaper inserts are more valuable than ever.


CMO Survey