Benchmarking insert advertising effectiveness metrics

Periodic print promotions by retailers are still a popular means of advertising. However, the continued use is being questioned by retail advertising managers who are looking to justify their spending on these forms of advertising. What are they getting in return? The purpose of this research is to determine the advertising metrics used to measure the impact of inserted media advertising. The main research objective was to benchmark the advertising measurement practices of retailers that use inserted media. Descriptive research will assess: 1. The types of inserted media used in the last year, 2. The proportion of inserted media versus ROP (run-of-press ads), 3. The likelihood that the budget allocated for inserts will increase or decrease in the next year, 4. How the retailers assess the impact of inserted advertising, and 5. How effective inserted advertising is when compared to the other advertising media being used. In addition, hypotheses tests investigated whether those retailers who measure results of their advertising make different kinds of decisions than those who do not

Personalization: Data-driven print and internet communications

In the three years since the publication of the first edition of “Data-Driven Print,” the media world has continued to change. A tangible example of this change occurred in late 2006, when Time magazine announced their Person of the Year – YOU! This event recognized the growth of user-generated content and the enthusiasm of younger media users in having information “my way.” The growth of the media forms are primarily electronic, including social networking sites, music downloads to cell phones, file sharing, and text messaging. This growth in “new media” has left the mainstream media businesses that provided content—such as news organizations, publishers, and record companies—to struggle with how to make money in the new era of individual control and user-created media

Data-driven print: strategy and implementation

Data-Driven Print answers the question of how to overcome the strategic and operational barriers that have impeded growth in this media form by leveraging digital printing technology to deliver customized printed communications. Patricia Sorce is the administrative chair of the Rochester Institute of Technology School of Print Media and co-director of the RIT Printing Industry Center (CIAS). Michael Pletka is manager of Customer Business Development at the Xerox Production Systems Group. This book, the second volume in the Printing Industry Center (CIAS) Series, documents the current use of personalization and custom communication while identifying best practices, best prospects, and associated business models for delivering value to printing clients

Print advertising media substitution

This quantitative study examined changes to the advertising media mix of leading national advertisers from 2003 and 2005. The advertising channels analyzed were newspaper, magazine, television, outdoor, radio, Internet, and Yellow Pages. Of these seven categories, there was statistically significant growth in radio and Internet advertising, and a statistically significant decrease in traditional Yellow Pages advertising. Differences in advertising spending were found by industry

The Case for print media advertising in the internet age

The current landscape of audience fragmentation, Internet advertising, and required accountability for advertising expenditures is exerting great pressure on the ability of main-stream, ad-supported media to survive. How can established media such as printed magazines, newspapers, and printed inserts survive? We start our examination of the topic by reviewing the media usage patterns of U.S. adults and advertising expenditure data from 2004. The average American adult over the age of 18 consumed a total of 9 hours, 35 minutes of media per day (Lindsay, 2006): 44.5% of media time was spent with TV; 27.8% with radio; 5% each with Internet, newspaper and recorded music; and 6% with magazines and books combined. The amount of advertising dollars spent on newspapers, consumer magazines, and business papers ads (including business magazines) accounts for approximately 40% of all media advertising expenditures in 2004 (Veronis Suhler Stevenson, 2004). Broadcast and cable TV and radio represent an additional 44% of the media advertising dollars spent. Although the Internet advertising category (including search and display advertising) was significantly smaller, it grew at a faster rate than all other media. The desire for advertising accountability starts with this question: Does advertising affect consumer buying behavior? The impact of advertising has been measured on a variety of outcome measures such as aggregate sales for a brand, individual brand choice behavior, and the intermediate effects of awareness, beliefs and attitudes towards the advertised brand. The relatively few research studies that have examined the impact of advertising in different media show that print advertising performs well compared with other media. For example: * In a study of the top 100 advertisers, higher correlations were found between a firm’s sales and the amount of print advertising it bought vs. sales and the amount it spent on broadcast advertising. * Magazine advertising was more effective than network TV advertising for promoting SUV brands over a 10-year period. * People who were exposed to printed newspaper advertising had a higher recognition of ad content than those who received an online version of the same advertising message. * For a food franchiser, the best sales resulted from advertising media spent concurrently on primary direct mail and national TV advertising. * In a Doubleclick study, the most influential sources of information affecting purchase decisions, overall, were word-of-mouth and salesperson sources. For individual product categories, printed advertising was the most influential source of information for consumers who purchased personal care / home care products, and the second most influential source for those purchasing consumer electronics and home improvement products. * In a study of newspaper readers, 78% reported that they used newspaper inserts to plan shopping, and 76% said that inserts helped them save money. * Dimensional mail yielded a 5.4% lead generation rate (vs. email at 3.27%), and co-op shared mail produced a 5.47% direct order rate vs. 4.16% for Internet banner ads. While these research studies show the effectiveness of printed advertising, more robust methodologies must be developed in this new era of accountability. Two new audience response metrics are discussed that may deliver on this promise: single source databases and experimental designs. Single source databases such as the Apollo Project provide precise data to advertisers about the impact of exposure to a variety of advertising media on a participant’s response of buying certain products and brands. An example of an experimental design methodology is presented in the book “What Sticks” by Briggs and Stuart (2006). The process begins with the specification of communication objectives at the outset of a campaign to define the use of appropriate metrics. The media mix optimization can be assessed when the outcome data (e.g., change in awareness) are gauged against the cost per response (CPR) for each ad medium. The Briggs and Stuart method may be a good model for all print media owners, publishers, and print services providers who need to prove, with every campaign, that print advertising delivers an acceptable return on the advertiser’s investment

Correlates of job satisfaction of early career employees in printing and publishing occupations

This survey-based study examined the overall job satisfaction of graduates in graphic arts programs from the Rochester Institute of Technology (RIT). Survey results were used to conduct further analysis to determine which correlates of overall job satisfaction were statistically significant. Personal gratification derived from doing one’s job was found to be the most strongly correlated job facet to overall job satisfaction

Personalization in Europe

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Payment models for digital news content in the US

The economic recession of 2008 and the growth of digital news content delivery has changed the revenue model in the newspaper industry. For example, some news publishers favor charging readers for online content, while others do not. Those who have already built pay walls and those who plan to build them in the near future can use several methods to do so. The purpose of this research was to assess the payment models for digital content in news organizations that publish a daily newspaper in the US. A survey of 1,100 daily newspaper publishers in the US—all members of the Newspaper Association of America (NAA)—was conducted in June 2010 to assess the policies of charging for digital news content across a variety of digital delivery platforms. The response rate was 10%. The results revealed that 70% of the news organizations provided free access to news on their websites. However, 42% of respondents indicated that they planned to change their payment model. Of those planning to change their payment model, 80% (34% of the total sample) said they would start charging for online, mobile, or electronic products. Regarding planned changes for the coming year, 21% of respondents said they planned to increase the price for their mobile and online products, and 47% of respondents said they planned to increase the price of their printed products