![]() Report Value & Usefulness Survey
We invite you to answer our short survey that will take no more than five minutes of your time. Your feedback is invaluable to us and we look forward to hearing from you. Please feel free to forward the survey to anyone in your company who may have an opinion to share about our audit report (e.g., sales director or publisher). Again, thank you for your time. ![]() Looking Ahead – Challenges and Strengths by Jennifer Armor
Verified recently conducted a survey of publishers about the biggest challenges facing them in 2008 and in the future.
When we asked what they thought were the most significant trends in publishing today, they told us that increased investment in online/websites and continued declines in circulation were the most significant. In addition, increased demand for ROI from advertisers and media buyers and continued fragmentation of media topped their list. When asked what strengths print media can provide that other media cannot they had some strong feelings.
Publishers are aware that they either have to get onboard with new media to reach readers or lose them. But how to use new media to grow readership or generate ad revenue is still a puzzle. As with the rest of us, increasing costs, combined with a sluggish economy, are hitting them hard. Publishers told us that they are still an optimistic group, though. They believe that print has core strengths that new media doesn't—familiarity and trust. ![]() Consumer Coupon Usage Up
While a significant number of people are moving to paperless and online coupons, the Sunday newspaper remains the number one place for consumers to find coupons. Other sources include mail (35%), in-store coupons (33%), loyalty cards (22%), in-store circulars (22%), weekday newspapers (17%), product packages (17%), and magazines (15%). Internet coupon usage is up a whopping 83% over the past three years; however, only 11% of consumers are using online coupons. Scarborough Research recently examined Grocery Coupon Clipping Households, or those that use grocery coupons once a week or more. Milwaukee, Wisconsin, and Rochester, New York, led the U.S. in coupon usage. Cities with high coupon usage also tended to have higher Sunday newspaper readership. The Scarborough study also found that Grocery Coupon Clipping Households tended to spend more on groceries weekly ($114 verses $110 for other U.S. households). They are more likely to buy a larger variety of products. Demographically, coupon usage spans all income brackets, but those with higher household incomes tend to use slightly more grocery coupons. According to CMS Inc., a coupon-processing agent in Winston-Salem, North Carolina, consumers redeemed 2.6 billion manufacturer's coupons last year. This marked the first year since 1992 that coupon usage has not fallen. CMS said that historical trends show that coupon usage has been up in tough economic times, so they expect even more usage in 2008. "You can't really cut the price of gas, but you can cut the cost of food in half," said Teri Gault, founder and CEO of TheGroceryGame.com. The site helps consumers coordinate manufacturer coupon use with store sales to maximize savings. With the price of consumer goods continuing to rise, the importance of a "good deal" is increasingly important to shoppers. Coupons provide a promotional vehicle that stores and products can use to get shoppers in the door and spending despite uncertain economic times. ![]() Events Calendar
Independent Free Papers of America National Newspaper Association 122nd Annual Convention and Trade Show Washington Newspaper Publishers Association 121st Annual Convention American Magazine Conference 2008 SNA Fall Publisher's & Advertising Director's Conference Arizona Newspaper Association Fall Convention & Annual Meeting
NAA 2008 Recruitment Advertising Forum Executing Social Media ANA 2008 Annual Conference: Masters of Marketing Pennsylvania Newspaper Publisher's 84th Annual Convention California Newspaper
Publishers Association Press Summit Mastering Magazine Production Three-Day Certificate Program New England Newspaper Association Fall Conference Inland Press Association 123rd Annual Meeting AAN Publisher's Conference Association Publishing 2008: Purpose, Process, and Politics Interactive Local Media 2008 If
you have an event that you would like to announce, please send your information ![]() Total Newspaper Readership Grows
Importantly, this figure includes unduplicated online readers, counting each person who reads both newspapers and online just once. According to the Newspaper Association of America, the total unique audience for newspaper websites reached 66.4 million in the first quarter of 2008—12.3% greater than the same period in 2007. Visitors generated 3.1 billion page views in the first quarter, up from 3 billion last year. In addition to the contribution of newspaper websites, NNN cited a couple of other factors to account for the increase in readership. While conceding that circulation has declined over the last decade, NNN noted that publishers only cut marginal—not core—circulation. There has also been a proliferation of free newspapers targeting consumers, like AM New York and Metro. Finally, there has been an increase in pass-along readership. © 2008 MediaPost Communications ![]() Introducing New Promotional Materials from Verified
How to Promote Your Audit Kit Click here or on the image to the right to download the new How to Promote Your Audit Kit. Circle of Excellence House Ads If you have any questions, please contact Verified at 415-461-6006. Please
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