Television and Newspaper Which is the most effective advertising medium for your business? Presented by: KSL-TV Research

Newspaper Task Force Local Account Executives – 2 Account Executives assigned to work with Research Department – One Quarter to complete project – National/Local Trends

Newspaper Task Force Focus: –In-house computer software/research: –Stowell, Scarborough, Qualitap –External research: TVB, NAA, Starch, Belden –Speaker (Former NP Account Executive)

Newspaper Task Force Focus: –Newspaper Websites –Rate Information –Newspaper Ads –Newspaper Terminology

Internet Sites Research Sites – – – –tvadvertising.com –Local Newspaper Web Sites

Newspaper Task Force Project Finalization –Trainer Guide –Sales One Sheets –Sales Training

Newspaper Facts Pros –History –Visual –Ad Variety –In Depth –Tracking Cons –Passive –Decreased Market Penetration –Browsers, Not Readers –Readers Don’t See Ads –Coupon Usage is Declining –Ad Clutter Source: RAB Media Facts 12/10/97

Newspaper Trends The percentage of Americans reading weekday newspapers has dropped from 67% in 1977 to 51% in 1997 Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

Newspaper Trends The decline has spanned every income and educational level Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

Newspaper Trends Weekday newspapers reach approximately 6 out of 10 American Adults Sunday editions reach 7 out of 10 American Adults Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

Newspaper Trends U.S. Daily/Sunday/Weekend Newspaper Reading Audience 1996 Avg Adult Daily Readership Source: NAA Facts About Newspapers, 1997; A18+ Total Population 1996 Avg Adult Sunday/Weekend Readership

U.S. Daily/Sun/Weekend Newspaper Reading Audience Source: WR Simmons & Associates, ; Simmons Market Research Bureau, Inc ; Scarborough Reports-Top 50 Markets, YearWeekday Sun/Weekend % 72% % 67% % 65% % 67% % 73% % 69% %chg. ‘70-’96 -24% -5.3%

Salt Lake Tribune/Deseret News Historical Trend Source: Audit Bureau of Circulation’s 6 month report ending 9/30/98 Metro HH Gross Circ. Adv. Cost Year %chg %chg %chg % 0.0%0.0% % 1.0%0.0% % 2.0%8.0% % 3.0%8.0% % 4.2% 13.2% % 2.9% 17.7%

Salt Lake City Newspaper Reading Audience 39% of the Adults 18+ in the Salt Lake Market Do not Read the Daily Newspaper! Source: Stowell, 1997

The Salt Lake Market is Spending Less Time with the Daily Paper Source: Stowell, 1989, 1995, 1997

Percentage of Adults in the Salt Lake Market Who Read the Daily Paper Source: Scarborough, Feb’98-Jan’99

Persons 18+ NOT Noting Ads in Specific Sections of the Newspaper (%) Source: Starch Database, Interviews September 1995-Adnorms

Noting of Grocery Ads (%) Source: Starch Database, Interviews September 1995-Adnorms

Do Adults Pay Attention to Newspaper Ads? Source: Starch Database, Interviews September 1995-Adnorms % of People Not Noting Ads

Salt Lake Market Source: Stowell, 1997 Newspaper Reader Demographic Profile Source: Scarborough, Feb’98-Jan’99 Market 50.1% Male 49.9% Female A25-54: 60.6% HHI: $50k-$74,999k 19.7% 66.1% Married 20.5% Coll. Degr % Own Home Market 52.6% Male 47.4% Female Avg Age: 42.2 Avg HHI: $54, % Married 36.2% Coll. Degr % Own Home

Salt Lake Market Source: Stowell, % Male 47.7% Female Avg Age: 42.1 Avg HHI: $53, % Married 34.4% Coll. Deg % Own Home Read <15’Read 16’-30’ 52.6% Male 47.4% Female Avg Age: 38.4 Avg HHI: $58, % Married 42.3% Coll. Deg % Own Home Newspaper Reader Demographic Profile

Source: Stowell, % Male 40.8% Female Avg Age: 49.6 Avg HHI: $56, % Married 29.6% Coll. Deg % Own Home 53.2% Male 46.8% Female Avg Age: 47.4 Avg HHI: $57, % Married 41.4% Coll. Deg % Own Home Read 46-60’Read 31’-45’ Salt Lake Market Newspaper Reader Demographic Profile

Do Adults Pay Attention to Newspaper Inserts? Are your advertising dollars working most effectively for your business? Source: Stowell, 1997

Television Viewership is on the Rise Source: TVB Nielsen Media Research NTI Annual Averages

Which Advertising Medium is Most Authoritative Among Adults? Source: TVB and the MEDIACENTER,1998

Which Advertising Medium is Most Influential Among Adults? Source: TVB and the MEDIACENTER,1998

Which Advertising Medium is Most Exciting Among Adults? Source: TVB and the MEDIACENTER,1998

Which Advertising Medium is Most Believable Among Adults? Source: TVB and the MEDIACENTER,1998

Adults Spend More Time With Television Each Day Source: TVB and the MEDIACENTER,1998 TV NP Radio Mag. A ’ 27’ 137’ 16’ $50-<$75k 192’ 25’ 103’ 20’ College Grad+ 166’ 36’ 115’ 22’ Prof/Tech/Mgr/ 159’ 3’ 139’ 16’ Prop Time Spent Yesterday in Minutes with Major Media

Television Reaches More Adults Than Any Other Medium Source: TVB and the MEDIACENTER,1998 TV NP Radio Mag. A $50-<$75k College Grad Prof/Tech/Mgr/ Prop Reached Yesterday By Major Media (%)

Time Spent Yesterday with Major Media (Minutes) Source: TVB and the MEDIACENTER,1998 College Graduate+

Reached Yesterday by Major Media (%) Source: TVB and the MEDIACENTER,1998 College Graduate+

Summary Utilize Research Sources Involve Your Account Executives –Bonus from management for increase in sales –Get AE input: They know their clients Change clients mind set Media Mix with newspaper