Download Identifying media trends and advertising research for newspaper

Identifying media trends and advertising research for newspaper executives
Produced by Andrea Loubier on 18 April 2005
A Note From Andrea: What is happening in the media industry is the mission of this e-newsletter,
specifically advertising developments for television, radio, magazines, internet, direct mail and more -- all how it relates back
to newspapers.
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Food Advertising to Children Becoming an Increasingly Important Legislative Topic
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Internet on Track to Surpass Newspapers and Yellow Pages as a Consumer Influencer
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Consumers Deleting Cookies May Skew Return-On-Investment Numbers
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Online Advertisers Increasingly Wary of Click Fraud
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The Vehicle of Online Advertising Is As Important As the Message
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Retail Giant Mergers Likely to Mean Loss of Advertising for Newspapers
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Pay Phone Advertising Fastest Growing Category
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New York City Considers Installing Televisions On Subway Trains
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Bathroom Billboards Prove Popular With Advertisers and Consumers

TiVo Tests Advertiser Friendly Technology
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Product Placement OK With Consumers

TV Audience Measurement Company in New Dispute About Lost Viewers
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Food Advertising to Children Becoming an Increasingly Important Legislative Topic
Source: Association of National Advertisers | 30 March 2005
The increasing concern with obesity in the United States has led to greater scrutiny of adverting by the food, beverage, and
restaurant industries. The Association of National Advertisers supports strong self-regulation on this issue especially for the
protection of children, but notes that obesity is a multi-faceted phenomenon and advertising should not bear the full weight
of responsibility for the problem.
Related: Ban on Junk Food Advertisements to Kids May Sideline Entire Channels
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Internet on Track to Surpass Newspapers and Yellow Pages as a Consumer
Influencer
Source: eMarketer.com | 28 March 2005
New research from the Kelsey Group and ConStat shows that 70 percent of consumers turn to internet search engines for
information on local merchants and stores. That's up from 60 percent last year. The biggest loser of audience share was
yellow pages, which garnered 75 percent of the adult audience last year and is down to 62 percent now. Newspapers lost a
smaller share, moving from 73 to 70 percent of adults over the same time span.
Related: Interactive Yellow Pages at Disadvantage in Local Search
Consumers Deleting Cookies May Skew Return-On-Investment Numbers
Source: ClickZ Network | 25 March 2005
A new report from Jupiter Research finds that as many as 39 percent of consumers regularly delete cookies from their
primary computer at least once a month. The news is especially distressing to online advertisers, since deleted cookies
means lost information about their buyers. The web analytics industry is urging early self-regulation to promote consumer
comfort with cookies and avoid the same fate e-mail marketing experienced after the onslaught of spam.
Related: Cookie Alternative May Revive Confidence in Web Analytics
Related: Cookie Definition in US Anti-Spyware Debate Under Debate
Online Advertisers Increasingly Wary of Click Fraud
Source: The New York Times | 03 March 2005
The pay-per-click (PPC) advertising model online has been gaining greater and greater acceptance as search engine
marketing has taken off. However, the potential for fraud exists when an unsavory business venture employs an individual
or a software program to generate clicks on a competitor's ad with no subsequent conversions to drive up advertising costs
for them. Businesses that have fallen prey to such underhanded tactics currently feel they are at the mercy of Google,
Overture, and other search engines when they complain about fraud despite reassurances from those companies, and are
calling for a third-party verification system for PPC fraud.
Related: Impression Spam is the Latest Twist in Online Advertising Fraud
The Vehicle of Online Advertising Is As Important As the Message
Source: RevolutionMagazine.com | 11 January 2005
Media agency OMD Digital has released a new poll of 2,500 online consumers showing that they find overlay ads as
annoying as pop-ups. Makers of the more recent overlay ad format need to be aware that this dislike may lead to frequency
capping and perhaps banning by some websites for this reason. The survey identified researching; entertaining; information;
and interaction ≈ which includes downloading and purchasing ≈ as the four key mindsets when people were online. The
three advertising formats with the most impact were MPU (messaging plus unit), skyscrapers, and the expandable banner,
according to the research.
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Retail Giant Mergers Likely to Mean Loss of Advertising for Newspapers
Source: The Business Journal of Phoenix | 21 March 2005
The merger mania overtaking retail giants like Kmart, Sears, Federated Department Stores (Macy's), and The May
Department Stores (May's) will mean fewer advertising dollars for newspapers. The whammy is two-fold. First, advertising
dollars are reduced when two stores are no longer competing against each other. Second, when bigger companies take
over, they tend to focus their advertising dollars on national buys rather than regional ones.
Related: Department Stores Move Toward Branding May Reduce Newspaper Advertising
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Pay Phone Advertising Fastest Growing Category
Source: Yahoo Finance News | 21 March 2005
Still known as an alternative outdoor advertising venue, pay phone advertising was the fastest growing category of
advertising, percentage-wise, for 2004 and looks to be the same for 2005. Pay phones offer advertisers eye-level intimacy
with consumers and the ability to target demographics on a block-by-block basis ≈ something rarely found in other media
and national advertisers are starting to take note.
Related: Outdoor Advertising Reaches Commuters During Receptive Wait Time
New York City Considers Installing Televisions On Subway Trains
Source: NY1 News.com | 25 February 2005
The New York Metropolitan Transit Authority is considering installing flat panel televisions on its subway trains and would
allow viewers to tune into the sound of news, music videos or informational programs via radio stations. The deal is
expected to make millions of dollars for the MTA. A similar deal is already underway in Atlanta.
Related: Interactive Television in Taxis Makes for a New Advertising Venue
Bathroom Billboards Prove Popular With Advertisers and Consumers
Source: Maine Today | 18 February 2005
When entrepreneur Jeff Trent saw an advertisement mounted in a New York City bathroom, he had an epiphany. His
business now includes several bars, restaurants, and nightclubs in southern Maine and advertisers who are looking to target
the eating and drinking public. Trent mounts ads in front of urinals and on the inside of stall doors. Studies show the
average bathroom ad is seen for between 30 seconds and two minutes per bathroom visit and the average bar patron
makes 2.9 trips to the restroom per night. Return on investment is difficult to gauge, but bartenders report an increase in
requests for the alcohols being advertised and in particular the drinks being pictured.
Related: New Device Brings Advertising Message Into the Bathroom
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TiVo Tests Advertiser Friendly Technology
Source: c|net News.com | 28 March 2005
Advertisers concerned about how users of digital video recorders fast forward through commercials may now have reason
to celebrate. TiVo has begun testing a new tag technology which pops up a balloon whenever a consumer is fast forwarding
through a commercial. If the user clicks on the tag they are directed to another screen with more information about the
advertised product. The tag also allows TiVo to collect information about their users to better server advertisers in the future.
Consumers cannot opt out of the pop-up tag, but they can ignore them.
Related: TiVo Developing Interactive Advertising Technology
Product Placement OK With Consumers
Source: AdWeek | 24 March 2005
According to a study by Mindshare, more than 80 percent of consumers approve of product placement in television and
movies. However, for more than half of those people it depends on how it is done. About 12 percent said they did not like it,
which is twice as many as last year. One-third said they were more likely to try a product after seeing it on a television show.
That number jumps to 70 percent when you are dealing with just the 18 to 49-year-old demographic.
Related: Television Does Not Have to Disclose Paid Product Placements
TV Audience Measurement Company in New Dispute About Lost Viewers
Source: MediaWeek | 24 January 2005
Nielsen Media Research is being lambasted by television network UPN over its report of double digit declines in its young
black female audience. UPN believes it's a methodological problem in how Nielsen measures, but the research company
points to significant increases in that same audience share for other networks as evidence that the black female 18-34
demographic hasn't been lost to other media, just to UPN.
Related: Nielsen Announces Alliance with Hispanic Group to Silence People Meter Critics
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About This E-Newsletter: Media Monitor is a bi-weekly e-newsletter produced by the International Newspaper Marketing
Association (INMA) for executives interested in what various media industries are doing to represent themselves to
advertisers and publics. Particular emphasis of this e-newsletter is on advertising effectiveness of various media.
Subscribers to this e-newsletter may view the complete Media Monitor archive 24/7 by clicking here. The e-newsletter is free
to INMA members and available for US$50 per half year for non-members. To unsubscribe to this e-newsletter, go to your
"My INMA" page by clicking here. Andrea Loubier, a Dallas-based freelance author and former membership manager of
INMA, produces the Media Monitor based on her monitoring of 50+ web sites and trade magazines.