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Broc Sears

Broc Sears

Advertising and design workshop for community newspapers, sponsored by the Texas Center for Community Journalism and featuring Broc Sears. Session 2.

Transcript

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  4. Media

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  5. Media
    How much do we know about our workspace
    and our users?

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  6. Major Media

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  7. Major Media

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  8. Major Media

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  9. Newspaper

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  10. Newspaper
    Your Community Newspaper Readers
    Average amount of time spent with each edition of your community newspaper
    38.95 minutes
    Percentage who read all or most of each of your papers
    73%
    Most frequently read topic
    local news
    Community market adults who rely on community newspapers
    as their primary source for local news
    51.8%
    (nearly four times greater than the next nearest medium and ten times greater than the Internet)

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  11. Newspaper
    Your Community Newspaper Readers
    Believe their community newspaper’s accuracy is good to excellent
    71%
    Believe their community newspaper’s coverage of local news is good to excellent
    75%

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  12. Newspaper
    Your Community Newspaper Readers
    Believe their community newspaper’s accuracy is good to excellent
    71%
    Believe their community newspaper’s coverage of local news is good to excellent
    75%
    But... dig deeper in some data...

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  13. Readers
    Your Community Newspaper Readers
    Average American adult reads 250 wpm on print.
    To focus and evaluate or comprehend material
    the rate drops to 200 wpm.

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  14. Readers
    Your Community Newspaper Readers
    Average American adult reads 250 wpm on print.
    To focus and evaluate or comprehend material
    the rate drops to 200 wpm.
    There is the possibility of placing 3,000 words on an open news page.
    It would take 15 minutes to read all the content on that open news page.

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  15. Readers
    Your Community Newspaper Readers
    Average American adult reads 250 wpm on print.
    To focus and evaluate or comprehend material
    the rate drops to 200 wpm.
    There is the possibility of placing 3,000 words on an open news page.
    It would take 15 minutes to read all the content on that open news page.
    If readers spend an average of
    38.95 minutes
    with your newspaper...
    They are reading 2.6 pages of content.

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  16. Readers
    Your Community Newspaper Readers
    The average American reading and comprehension level is 8th grade.
    The average reading speed for an 8th grader is 140 wpm.
    The average reader spends 10 - 15 seconds “reading” a page
    to decide if there is any content there to read.

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  17. Readers
    Your Community Newspaper Readers
    The average American reading and comprehension level is 8th grade.
    The average reading speed for an 8th grader is 140 wpm.
    The average reader spends 10 - 15 seconds “reading” a page
    to decide if there is any content there to read.
    Enough time to “read” 23 - 35 words!

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  18. Readers
    Your Community Newspaper Readers
    The average American reading and comprehension level is 8th grade.
    The average reading speed for an 8th grader is 140 wpm.
    The average reader spends 10 - 15 seconds “reading” a page
    to decide if there is any content there to read.
    Enough time to “read” 23 - 35 words!
    Your biggest competitor is time!

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  19. Readers
    Your Community Newspaper Readers
    The average American reading speed for online is 180 wpm.

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  20. Readers
    Your Community Newspaper Readers
    The average American reading speed for online is 180 wpm.
    The average reader spends 10 seconds “reading” a web page
    to decide if there is any content there to read.

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  21. Readers
    Your Community Newspaper Readers
    The average American reading speed for online is 180 wpm.
    The average reader spends 10 seconds “reading” a web page
    to decide if there is any content there to read.
    The average reader spends another 10 seconds “reading” content
    and evaluating if it has value.

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  22. Readers
    Your Community Newspaper Readers
    The average American reading speed for online is 180 wpm.
    The average reader spends 10 seconds “reading” a web page
    to decide if there is any content there to read.
    The average reader spends another 10 seconds “reading” content
    and evaluating if it has value.
    The average reader spends another 10 seconds “reading”
    deep into content or scanning other features
    and making the decision to stay.
    Enough time to “read” 18 - 54 words!

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  23. Readers
    Your Community Newspaper Readers
    The average American reading speed for online is 180 wpm.
    The average reader spends 10 seconds “reading” a web page
    to decide if there is any content there to read.
    The average reader spends another 10 seconds “reading” content
    and evaluating if it has value.
    The average reader spends another 10 seconds “reading”
    deep into content or scanning other features
    and making the decision to stay.
    Enough time to “read” 18 - 54 words!
    Your biggest competitor is time!

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  24. Our challenges?
    Communicate
    Quickly
    Cleanly
    Creatively
    Successfully

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  25. Our challenges?
    AIDA Ad Arc
    Attention
    Interest
    Desire
    Action

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  26. Our challenges?
    Support Their Position In Their Marketing Plan
    n AWARENESS Product, brand, store, service
    n RECOGNITION Remember, associate ad experience
    n INTEREST Curious, seek more info, further experience
    n PURCHASE Customers motivated to buy
    n REPURCHASE Satisfaction. Motivated to buy again
    n LOYALTY Repeat customers and repeat purchases
    n INFLUENCER Motivated to influence others to buy

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