Increasing market potential for Wicliffe Rover 2 February 2004

The Motors Market Research carried out by the Western Daily Press enables you to gain a clear understanding of car buyers and their intentions, within your catchment area Although the motors survey did not extend to the whole Wicliffe catchment area, it is possible to estimate the market size, value and potential

The Motors Market What is it that defines a motor dealer’s catchment area? –How far people are prepared to travel to buy a car –The research study showed that on average, people will travel over 28 miles People are prepared to travel the same distance to buy a new or used car –Plotting this distance around Wicliffe Rover will enable us to identify their potential customer base Source: NOP 2001

Distance people are prepared to travel to Wicliffe Rover

The Motors Market Numbers of cars owned –People in the Wicliffe area own 679,000 cars –76% were bought new and 19% were bought second hand Rover is the third most popular type of car owned in the area Source: NOP 2001

Car ownership in the Area 5.2% of people in the UK own a Rover 5.4% of people in the South West own a Rover Source: NOP 2001 / TGI 2003

The Motors Market Intention to purchase 26% of people in the area intend to purchase a car in the next 12 months This equates to over 116,000 cars –62% of these will be used cars –15% will be new cars –7% will be company cars –16% are undecided Source: NOP 2001

Wicliffe Rover Wicliffe Rover’s main media choice is currently the Gloucester Citizen Overlaying the Gloucester Citizen’s circulation area with Wicliffe Rover’s catchment area reveals a considerable proportion of unexploited territory

Distance travelled to purchase a car from Wicliffe and the Gloucester Citizen’s coverage area

The Gloucester Citizen The Gloucester Citizen’s circulation area covers 178,000 households This equates to 40% of Wicliffe’s catchment area – leaving the majority of potential customers untouched There is a media solution to this problem, which could add considerable additional turnover for Wicliffe Rover Source: NOP 2001 / Experian 2003

Western Daily Press 125,270 people read the Western Daily Press on a typical morning –238,000 read it regularly or occasionally These people live predominantly in market towns and rural areas, where ownership of cars is higher On average, Western Daily Press readers have 15% more cars per household than non-readers in the area Source: NOP 2001 / JICREG Nov 2003

Western Daily Press 23% of Western Daily Press readers anticipate buying a car in the next year Readers intend to purchase: –3,600 new cars –27,700 used cars They expect their average purchase price to be £6,700 (average for new cars £11,560 and used cars £4,480) Source: NOP 2001 – that’s £4m worth of cars every week

Western Daily Press The Western Daily Press covers all or part of 11 counties across the West Country and is published in four regional editions The Severnside edition is ideal for capturing new customers for Wicliffe Rover

Late City Somerset Wiltshire Severnside The Western Daily Press area - editions

Western Daily Press The Severnside edition’s circulation area covers 72% of Wicliffe Rover’s catchment area Western Daily Press Severnside readers intend to purchase; –632 new cars –4,969 used cars –That’s 15 new or used cars being purchased every day Source: NOP 2001

Western Daily Press Western Daily Press Severnside edition readers intend to spend; over £7 million on new cars over £22 million on used cars –That’s over £550,000 every week Source: NOP 2001

Reaching New Customers The Western Daily Press is very effective in reaching new potential customers within Wicliffe Rover’s catchment area when used in combination with – or substitution for – the Gloucester Citizen The map on the next page illustrates how the Western Daily Press dovetails with the Gloucester Citizen to improve coverage

How the Western Daily Press can improve coverage for Wicliffe Rover

Adding the Western Daily Press Analysis of JICREG readership data reveals that most Western Daily Press readers do not read the Gloucester Citizen This means that even where the titles cover the same area, they are serving substantially different groups of consumers

Adding the Western Daily Press Base: Average Issue Readers (one advertisement) Readers WDP Severnside readers28,174 Source: JICREG Nov 2003

Adding the Western Daily Press Base: Average Issue Readers (one advertisement) Readers WDP Severnside readers28,174 Gloucester Citizen readers80,490 Source: JICREG Nov 2003

Adding the Western Daily Press Base: Average Issue Readers (one advertisement) Readers WDP Severnside readers28,174 Gloucester Citizen readers80,490 Gross readership108,664 Source: JICREG Nov 2003

Adding the Western Daily Press Base: Average Issue Readers (one advertisement) Readers WDP Severnside readers28,174 Gloucester Citizen readers80,490 Gross readership108,664 Read both4,294 Source: JICREG Nov 2003

Adding the Western Daily Press Base: Average Issue Readers (one advertisement) Readers WDP Severnside readers 28,174 Gloucester Citizen readers 80,490 Gross readership108,664 Read both titles 4,294 New potential customers added by the Western Daily Press 23,880 Source: JICREG Nov 2003

Advertising Schedule Improvement All newspapers have the benefit that increasing advertising frequency will also increase the number of readers that can be reached However some newspapers are more efficient at adding new readers over time; –The Western Daily Press is especially effective at increasing potential customers

Gloucester Citizen Schedule One advertisement in the Gloucester Citizen will reach 80,490 people After 52 insertions, a Gloucester Citizen advertiser will have reached 140,764 different people –Some will have seen all 52 advertisements –Most will have seen at least half of all advertisements –Some will only have seen a few advertisements Now let’s look and see what happens when the Western Daily Press is added to this schedule Source: JICREG Nov 2003

Adding the Western Daily Press Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers ,7640 Source: JICREG Nov 2003

Adding the Western Daily Press Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers , ,59441,830 The Western Daily Press has added an extra 41,830 people Source: JICREG Nov 2003 That’s 30% more potential customers for you

Adding the Western Daily Press Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers ,7640 Source: JICREG Nov 2003

Adding the Western Daily Press Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers , ,86338,099 In this example the Western Daily Press has been used in place of the Gloucester Citizen for 13 advertisements. It has resulted in over 38,000 extra potential customers – but with the likelihood of spending no more advertising budget Source: JICREG Nov 2003

Adding the Western Daily Press Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers ,7640 Source: JICREG Nov 2003 / NOP 2001

Adding the Western Daily Press Gloucester Citizen Number of advertisements Western Daily Press Number of advertisements Net audience Additional potential customers , ,14743,383 This example shows 13 Western Daily Press advertisements used in substitution for the Gloucester Citizen plus an additional 13 advertisements. The number of additional potential customers has now increased to over 43,000 Source: JICREG Nov 2003 / NOP 2001 This works out as an extra £26 million of potential car purchases!

Summary Wicliffe Rover’s current media schedule is reaching less than half of their potential car buyers The Severnside edition of the Western Daily Press covers parts of Wicliffe Rover’s catchment area that are currently being missed The Severnside edition can also reach additional customers within the Gloucester Citizen’s area that are not being exposed to your advertising

Summary Including the Western Daily Press – either in addition to the Gloucester Citizen, or in part substitution – can potentially reach additional car buyers who will be spending over £26 million in the next 12 months Source: JICREG Nov 2003 / NOP 2001 Would you like some of this extra turnover?