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TODD SMITH: Newspaper ads triple campaign success

TODD SMITH

TODD SMITH

Forget their differing opinions on marriage, home ownership, and politics – the most telling differences between younger and older generations is how they prefer to get their news.

A new Pew Research Center’s survey on modern news consumption trends, conducted in partnership with the Knight Foundation, shows that, when it comes to news consumption, the old and young look very different. While 54 percent of 18- to 29-year-olds say that prefer to get their news digitally, just 38 percent of those ages 30 to 49 and 15 percent of those ages 50 to 64 say the same.

The disparity in the news consumption preferences of the old and young is even clearer when it comes to mobile. Seventy percent of 18- to 29-year-olds say they prefer to only get news on mobile devices. That number declines to 53 percent of people ages 30 to 49 and 29 percent of those between the ages of 50 and 64. (Mobile news consumption on the whole is rising, though: Around 72 percent of respondents said that they get news on mobile devices. That’s up from 53 percent in 2013.)

These generational differences could spell bad news for the TV business. Pew’s report confirms what most television networks already have seen in their own audience numbers: viewership among young people is sinking. While 72 percent of people between 50 and 64 and 85 percent of those over 65 say they get their news from TV, only 29 percent of 18- to 29-year-olds say the same.

Here are some other highlights from the report:

» More bad news for publishers trying to get people to watch their news videos online: Pew found that, for people who prefer watching the news, 80 percent say they would rather do so on TV. The web, in contrast, has attracted those who want to read the news, not watch it. Previous research from Oxford’s Reuters Institute for the Study of Journalism also discussed digital news organizations’ challenges in getting people to watch news video online.

» Print, as you might expect, continues its decline: Only 20 percent of people say they get their news from print newspapers, down from 27 percent three years ago. Only 26 percent of people who prefer to read the news prefer to do so via print newspapers.

» People who get their news online are more likely to have a negative opinion of the media. Around 67 percent of people who prefer to consume news online have a positive opinion on the media, compared to 81 percent of people who prefer other platforms. Young adults, in particular, are more negative about the media in general.

» News, overall, seems to have a trust problem: Only 20 percent of Americans trust the information they get from online and offline news organizations. Trust in news from social media is even lower, Pew found, echoing the findings of an April report from AP-NORC Center for Public Affairs Research and the American Press Institute.

Check out the full report at http://www.journalism.org/2016/07/07/the-modern-news-consumer/.

Study: newspaper ads triple campaign success 

Advertisers who are scaling back on newspaper advertising are missing a beat. This is the finding of a new study, conducted by effectiveness consultancy Benchmarketing for Newsworks, which claims that advertising with newspapers increases overall revenue return on investment by three times.

The ROI study covers 500 econometric models to provide evidence of the impact news brands have on advertising campaigns. The results show that newspapers increase overall campaign effectiveness as well as boosting other media – newspapers make TV twice as effective and online display four times more effective. It goes on to claim that using digital news brands boosts print ROI by up to five times.

The research comes off the back of challenging times in the print market, which has seen advertising revenues decline at a rapid rate this year as advertisers are investing more digitally. Across all categories print news brand spend has declined since 2011, while digital channels accounted for a third of media spend in 2015.

The research hopes to prove once and for all the value of print advertising. It claims advertisers wanting to maximize effectiveness in their campaigns need to return to 2013 levels of expenditure, where investment in print was at 11.4 percent. That figure has since dropped to 7.6 percent in 2015.

On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; three times for travel; 2.8 times for retail; and 1.7 times for automotive.

Rufus Olins, chief executive at Newsworks, said: “Advertisers who want the best return on their investment should study this data. It is clear that newspaper brands boost other media as well as performing a powerful role in their own right. Running a campaign without newspapers is like trying to bake a cake without baking powder.”

Snapchat, Facebook, Twitter add tools

Whether it is cute cats, a Prince guitar solo, a kid getting his finger bitten, a man parachuting from the atmosphere’s edge, some totally random clip from CNBC, or pretty much anything else, people are spending lots of time watching digital video at home, at work, on the go – and everywhere. Social media giants Snapchat, Facebook and Twitter are doing all they can to capture all those eyeballs, with new features designed to grab your attention and drive engagement.

The five-year-old Snapchat just introduced “Memories,” a way to access old Snaps – photos and videos – and then recombine them into new collections. Unlike other parts of the site, Snapchat will back up this part so users can refer back to it often – and hide the racier ones you don’t want others to see.

Meanwhile, Facebook has been pushing hard on its livestreaming capabilities. Journalism think tank Poynter Institute tested Facebook Live in June and found that posts incorporating it had more reach and engagement.

Twitter, which started so people could briefly comment on any topic, is also now all in on digital video as it livestreamed Wimbledon in high definition, allowing users to comment and watch on the same screen. While the site didn’t broadcast live matches, it is showing interviews, match replays, and other content, Engadget notes.

This is the company’s first such effort and gives viewers a window into how it may handle the NFL games it will stream this fall after shelling out around $10 million for the right to do so.

These giants of social media continue to entice us and turn monthly active users into daily active users with new tools.

Deflated Mic | Tom Brady suspension stands

Tom Brady is feeling deflated – again! Last week, the New England Patriots QB’s suspension appeal was rejected by a federal appeals court. You remember last year, the Patriots were accused of intentionally deflating footballs to make them easier to grip in the game that sent them to the Super Bowl.

This is commonly called cheating. Brady channeled Shaggy and said ‘wasn’t me.’ After an investigation, the NFL begged to differ and slapped him with a four-game suspension. The NFL players’ union appealed on Brady’s behalf, and got the suspension thrown out.

Then the NFL appealed the appeal, and the suspension was back on. Got that? And last week, the court said ‘not so fast’ to hearing Brady’s case again. Now, Brady’s only option is to take his case to the Supreme Court. Or accept his bench warmer status.

Regardless, the whole cheating scandal is not good brand building for Brady or Patriot Nation – and they take another Deflated Mic!

Each week, The Spin Cycle will bestow a Golden Mic Award to the person, group or company in the court of public opinion that best exemplifies the tenets of solid PR, marketing and advertising – and those who don’t. Stay tuned – and step-up to the mic! And remember … Amplify Your Brand!

» Todd Smith is president and chief communications officer of Deane, Smith & Partners, a full-service branding, PR, marketing and advertising firm with offices in Jackson. The firm — based in Nashville, Tenn. — is also affiliated with Mad Genius. Contact him at todd@deanesmithpartners.com, and follow him @spinsurgeon.

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