Broc Sears

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

Transcript

4. Media
5. Media How much do we know about our workspace and our users?
6. Major Media
7. Major Media
8. Major Media
9. Newspaper
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)
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%
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...
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.
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.
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.
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.
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!
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!
19. Readers Your Community Newspaper Readers The average American reading speed for online is 180 wpm.
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.
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.
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!
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!
24. Our challenges? Communicate Quickly Cleanly Creatively Successfully
25. Our challenges? AIDA Ad Arc Attention Interest Desire Action
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