Presentation is loading. Please wait.

Presentation is loading. Please wait.

THE STORY.

Similar presentations


Presentation on theme: "THE STORY."— Presentation transcript:

1 THE STORY

2 PREFACE Article. Photo. Video. Advertorial. Blog. Post. Tweet. Statesman Media is in the storytelling business every day. Today, the No. 1 media company in Central Texas is going to share its story and demonstrate how it can effectively tell yours.

3 SETTING THE SCENE 653,020 40% OF AUSTIN DMA ADULTS
Founded in 1871, the Austin American-Statesman has evolved from its newspaper foundation to become Statesman Media. The Central Texas media company’s portfolio of print and digital products is at readers’ fingertips anytime, anywhere. The Statesman Media team is a professional group of media-savvy individuals who know the market and how best to reach Austinites. Window World Austin Steve Perry, VP Owner REACH IN A TYPICAL WEEK Source: Scarborough Research R2 2016 653,020 AUSTIN ADULTS 40% OF AUSTIN DMA ADULTS Source: Scarborough Research R2 2016

4 THE POWER OF PRINT $21.6 BILLION 35% OF THE MARKET BUYING POWER
Extra, extra read all about it, indeed! While Statesman Media is moving at the speed of digital, the print editions of the Austin American-Statesman, Austin Community Newspapers and Shopping Today continue to be in demand and deliver an audience that makes headlines.  Average daily circulation of more than 100,870*  Average Sunday circulation of more than 124,000*  446,580 weekly print readers** AUSTIN COMMUNITY NEWSPAPERS  Award-winning publications in Bastrop, Smithville, Westlake, Lake Travis, Round Rock and Pflugerville  75,870 readers*  A free Spanish-language weekly publication  41,430 readers in the past 6 months *Source: AAM Audit, 12 months ending Dec. 31, 2015 **Source: Scarborough Research R2 2016 $21.6 BILLION 35% OF THE MARKET BUYING POWER STATESMAN MEDIA PRINT READERS CONTROL Source: Scarborough Research R2 2016

5 TAPPING INTO DIGITAL 27.8 MILLION THE NUMBER OF MONTHLY PAGE VIEWS FOR
Though its roots reach back more than 140 years, Statesman Media has embraced multiple ways to reach readers wherever they are — from wired sites statesman.com and austin360.com to the Austin American-Statesman ePaper for all devices and Breaking News for smartphones. 27.8 MILLION THE NUMBER OF MONTHLY PAGE VIEWS FOR ALL STATESMAN DIGITAL PRODUCTS/PLATFORMS STATESMAN NETWORK SOCIAL STATESMAN FACEBOOK 253,000 TWITTER 240,000 INSTAGRAM 18,000 MYSTATESMAN 61,000 3,000 AUSTIN360 228,000 202,000 41,000 BEVO BEAT 14,000 6,000 ALL AAS PRODUCTS STATESMAN PAGE VIEWS 27,890,724 7,035,636 VISITS 6,351,250 3,048,826 UNIQUE BROWSERS 3,437,248 1,640,786 AUSTIN360 MYSTATESMAN 1,395,596 1,855,680 661,723 1,365,412 487,449 830,680 HOOKEM 512TECH 871,901 239,456 629,732 165,901 343,455 154,352 STATESMAN LIVE EPAPER 715,580 15,622,801 175,884 489,814 13,469 117,095 Source: Omniture SiteCatalyst Jan 2016-Dec 2016 monthly avg

6 RESEARCH THAT COUNTS Statesman Media’s research team uses deep market knowledge and premier data tools that add up to key insights and effective marketing strategies for advertisers. The Statesman has been a great partner for us in terms of helping us define our customers via their research team and build out smart strategies for our marketing plans. The Long Center Tony Jilek, VP of Marketing MARKET INFORMATION What a specific geographic area looks like MAPPING What your current or potential customer base looks like geographically STATESMAN AUDIENCE Who our audience is and how we reach the market COMPETITIVE MEDIA Our reach compared to other media’s reach PRIMARY RESEARCH A deeper understanding from your current or potential customers through surveys, focus groups and more CUSTOM RESEARCH A comprehensive analysis of a custom audience or area to help you better understand how to drive success TARGET AUDIENCE The specific target demo or audience most likely to buy your product or service

7 RIGHT ON TARGET: Digital Products
Take aim at your desired audience with the variety and accuracy of Statesman Media’s digital products. STATESMAN.COM & AUSTIN360.COM #1 local news and entertainment websites in Austin. The largest mobile and social audience of any local media company in the market. SEO  Onsite and offsite optimization for long-term visibility  Tactical keyword selection integrated into a content and link-building strategy STATESMAN LIVE The free app that puts mobile users in control of the news they want to read, save and share by offering personalization and real-time news, all in an intuitive and visually engaging experience. SEM/PPC  Fast delivery of PPC campaigns for qualified leads  Reach prospective customers as they search for your products and services through first-page placement across search engines. AUSTIN360 APP Grub. Drinks. Music. Flicks. The Austin360 app is the one-stop app for what Austinites want to do, when they want to do it. AUDIENCE EXTENSION  Partnerships with over 1 million premier websites allows marketers to reach their best prospects  Mobile Precise Fencing combines location targeting with behavior to maximize campaign ROI. YAHOO!  Geo and behavioral targeting throughout the U.S. and Canada  Premium native online display formats with multi-platform delivery RETARGETING Appear on high-exposure branded sites by serving your ads to your ideal prospects: those who have already visited your website.

8 STATESMAN.COM AUSTIN360.COM
THE VIEW FROM THE TOP STATESMAN.COM AUSTIN360.COM To be in the know and know where to go, Austinites tap into the Statesman’s news and entertainment websites. STATESMAN.COM: 3 million visits and 7 million page views MYSTATESMAN.COM: 1.3 million visits and 1.8 million page views AUSTIN360.COM: 661,700 visits and 1.3 million page views HOOKEM.COM: 629,700 visits and 871,900 page views 512TECH.COM: 165,900 visits and 239,400 page views Source: Omniture SiteCatalyst Jan 2016-Dec 2016 monthly avg

9 AUSTIN360 APP Find. Share. Go.
The Austin360 app highlights content from Austin360 and austin360.com and makes it actionable, sharable and a dynamic platform to connect with consumers. FOOD Sweet or savory, stand-up or sit-down, noon or night, users can satisfy their local-cuisine cravings with the tasty app that delivers. MUSIC From acoustic to zydeco, users can set the live-music stage for the week with the app that doesn’t miss a beat. DRINK The city’s cup runneth over with beverages that hit the spot. Users can find their happy with the app that sets the bar high. MOVIES Whether buttery blockbuster or serious art-house, users can pick their flick with the app that’s the ticket to the big picture.

10 Ad Network Behavioral Targeting
ZEROING IN: Ad Network Behavioral Targeting An online marketing service that infers the specific interests of consumers based on their online activities. Leveraging a set of sophisticated proprietary algorithms informed by searches, ad interactions and content consumed, Ad Network Behavioral Targeting enables marketing messages to be targeted to a very specific audience at scale.

11 THE SEARCH IS ON: SEO SEO (Search Engine Optimization) increases the visibility of your website and business listings within organic, non-paid search engine results. Using proven optimization techniques, your business will rank higher in search results, generate quality leads and convert searches into sales.  Maximize organic rankings via a content-centric approach  Optimize directory listings

12 CLICKING INTO PLACE: SEM/PPC
SEM/PPC (Search Engine Marketing/Pay-Per-Click) is a fast and efficient way to ensure that your company is visible on search engine results. Ads appear on the top and side of search engine results pages and have the added benefit of allowing you to pay only when users click on your advertisement.  Fast delivery of PPC campaigns, getting you qualified leads  Reach prospective customers as they search for your products and services through first-page placement across search engines

13 BULLSEYE: Retargeting
Retargeting allows you to identify consumers who visit your website and deliver your message to them as they move on to other sites. This strategy keeps your brand top of mind, encourages repeat visits and converts consumers who already have expressed interest in your products or services.

14 as project and account management.
DESIGNED FOR SUCCESS Statesman Media knows there’s an art to creating results. Its in-house team offers a palette of full-service design, content and video production services as well as project and account management. We’ve used Statesman Media to help us with creative design, printing and mailing services multiple times now. Each time, it is seamless from start to finish. Stephanie Thomas, Automotive Marketing Consultant CREATIVE APPROACH It begins with a conversation. We learn about your business and its current needs. Then to our drawing board we go, creating design, content and video products that deliver results. VIDEO APPROACH Our team of talented videographers begins by stepping from behind the camera to focus on getting to know your business. Once they learn its unique story, they expertly determine how to tell it in an engaging way. CONTENT MARKETING Spread the word with original content that consumers find relevant and valuable.

15 Print Products/Platforms
PAGE-TURNERS: Print Products/Platforms AUSTIN COMMUNITY NEWSPAPERS

16 727,695 PAY FOR A COPY OF THE STATESMAN
THE GO-TO SOURCE: We interrupt our regularly scheduled programming to bring you the following special bulletin: Page for page, the Statesman in print is a powerful advertising platform. This is not a test. 727,695 PAY FOR A COPY OF THE STATESMAN TIMES A WEEK AUSTIN CHOOSES TO THE PRINTED STASMAN BEATS TOP RADIO AND TV STATIONS ONE TO ONE Source: AAM Audit, 12 months ending Dec. 31, 2015

17 ENTERTAIN THE POSSIBILITIES:
Whether it’s a night on the town or a morning on the trail, Austinites like to get out and about. Reach them as they search for things to do, places to go and people to see. REACHES 2X THE AUDIENCE OF ANY OTHER LOCAL PRINT & ONLINE ENTERTAINMENT COMBINATION MORE THAN 350,530 LOCAL ADULTS READ AUSTIN360 IN PRINT OR ONLINE IN A TYPICAL WEEK Source: Scarborough Research R2 2016

18 REACHING THE FUTURE: Austin’s growing Hispanic market is on the rise. Reach this diverse, vibrant population in a weekly Statesman publication that speaks exclusively to them. ¡ahora sí! is written and edited by a full-time, award-winning staff and delivers local, national, and international news and information in Spanish. 41,430 PUBLISHES THURSDAY READERS IN THE PAST 6 MONTHS Source: Scarborough Research R2 2016

19 AUSTIN COMMUNITY NEWSPAPERS
HITTING CLOST TO HOME: AUSTIN COMMUNITY NEWSPAPERS Make big news by reaching readers in Austin-area small towns through the award-winning Austin Community Newspapers. THE BASTROP ADVERTISER: Thursday and Saturday THE SMITHVILLE TIMES: Thursday WESTLAKE PICAYUNE: Thursday LAKE TRAVIS VIEW: Thursday ROUND ROCK LEADER: Thursday and Saturday PFLUGERVILLE PFLAG: Wednesday 78,870 print readers 8 in10 own homes 63% are married 46% are white collar 34% are college graduates 34% are age 35 – 54 41% report household income of $100k+ Average household income is $103,530 Source: Scarborough Research R2 2016

20 DRIVE MORE TRAFFIC: Statesman Cars
Reach active car enthusiasts and buyers in Statesman Cars every Saturday and watch your business pick up speed. An average Saturday issue of the Statesman reaches 217,040 Austin adults (13%). Source: Scarborough Research R2 2016

21 Statesman Homes OPEN THE DOOR TO MORE BUSINESS:
Statesman Homes, where Austinites turn to find the latest information on real estate, trends, neighborhoods and more, can provide a foundation of strong advertising for your business. It’s delivered every Saturday to Statesman subscribers and available for pickup at area HEB locations throughout the week.

22 MAKE YOUR DAY: Sunday Reach readers as they unwind with the Sunday section, filled with homes, jobs and classifieds information in an engaging format. An average Sunday issue if the Statesman reaches289,520 Austin adults (18%). Source : Scarborough Research R2 2016

23 TARGETED SOLUTIONS Whether in the bag, on the page or in the mail, targeted solutions by Statesman Media deliver customized results that stick. Statesman Media provides not only state-of-the-art production capabilities; it offers very competitive pricing and prompt, Personal service from true professionals who understand what I do. Highland Lakes Weekly John Hallowell, Editor DIRECT MAIL Precise household-specific targeting with turnkey mail services. PRINT & DELIVER* Custom-designed commercial printing delivered with any Statesman Media product. Can also be targeted by ZIP code. POLYBAGS* Full-color or spot-color cover for any Statesman Media print product by ZIP code. TOTAL MARKET COVERAGE Unduplicated, we reach more than 682,000 households in the Austin area every Wednesday. STICKY NOTES Front-page and section-front exposure next to headlines. *Minimum quantity of 10,000 per run for Polybags and Print & Deliver products.

24 SOLO DIRECT MAIL SERVICES OFFERED
Reach consumers with a custom-designed insert in a variety of formats that will meet your needs and budget. SERVICES OFFERED Strategy & Design Profile /Modeling /Mapping Data / List Selection /Segmentation  Resident  Consumer-compiled data with demographic and lifestyle selects  Business data  Specialty data (purchase, subscription, etc.) Print Production  Offset  Digital color Data Processing /Data Management / Data Hygiene Complete Letter Shop and Mailing Services Post-Campaign Response Analysis

25 DISTRIBUTION CIRCULATION:
The free Austin American-Statesman shopping guide is distributed in a branded polybag to highly desirable, non-subscriber households in Austin’s most sought-after ZIP codes with a preferred penetration of 60%. DISTRIBUTION CIRCULATION: 40,427 opt-in circulation ZIP CODES: 78613, 78664, 78681, 78746, 78749, 78745, 78748, 78660, 78641, 78642, 78729, 78750, 78759, 78758, 78753

26 POLYBAGS Print your can’t-be-missed full-color or spot-color advertising message on the plastic bag that contains the Austin American-Statesman. AVAILABILITY: Seven days a week, one per day. Reservations are required. TARGETING: Can be targeted by ZIP code IDEAL FOR: Grand openings Special sales events and announcements Referring readers to your advertising inside

27 STICKY NOTES For maximum visibility and impact, place your advertisement on the front page of the Austin American-Statesman, Austin Community Newspapers or ¡ahora sí!. An exclusive extra-wide adhesive system ensures your front-page ad reaches your customers. TARGETING: publication, section, zone, ZIP code 25,000 minimum

28 RED PLUM SHARED MAIL SATURATION
 Statesman/Red Plum is delivered to more than 727,000 households in the Austin area.  It is delivered midweek to non-subscribers by the postal service.  The Statesman can also deliver it to subscribers of your choice Wednesday-Sunday.  Select subscribers, non-subscribers or both to reach up to 100% penetration without duplication in select Austin-area ZIP codes.

29 PARTNERING WITH THE TOP ACT IN TOWN
FORMULA ONE October One of the world’s most extreme and glamorous sporting races. Grand Prix weekend is held at the Circuit of The Americas.  300,000 attendees  Average male age: 25-44  Many from outside of Texas Rocking, running and taking flight, Statesman Media knows how to put on a show and shine the spotlight on advertisers. AUSTIN360 AMPHITHEATER March-September Winner of Pollstar’s “Best New Major Concert Venue” award in 2013, the Amphitheater is Austin’s premier destination to see the world’s brightest stars.  14,000 per concert  77% are 18-54  Average HH income : $88,300  Half are married STATESMAN CAP10K Spring Running in downtown Austin for more than 35 years, the popular local race is the largest 10K in Texas and seventh largest in the country.  16,000 participants  Average age: 38  Average HH income : $78, 318  Almost half are married SOURCE: AAS AUDIENCE DEPT

30 STATESMAN MEDIA TOP 50 CLIENTS
From print products with unrivaled local reach and comprehensive digital services to customized products, including targeted solutions and sponsorship opportunities, Statesman Media is the complete media company package. The Statesman has been an excellent partner of ours over the years and the reason is pretty clear: they excel when it comes to strategic marketing plans that deliver great results. Bounce Marketing and Events Aracely Gonzalez, Marketing Team Member TOP 50 CLIENTS HEB SAFEWAY INC RANDALLS AAS MACYS FRYS ELECTRONICS KOHLS DEPARTMENT STORES SEARS PREPRINT AAS ROGER BEASLEY MMG AUSTIN COVERT BASTROP WALMART STORES INC DILLARDS AAS PRINT WALGREENS DRUG STORES JC PENNEY BEST BUY STARCOM MEDIA AAS OFFICE DEPOT INC STAR FURNITURE NATURAL GROCERS BY VITAMIN C TARGET STORES INC ROOMS TO GO ULTA SALON CVS PHARMACY FAMILY DOLLAR MAC HAIK DODGE CHRYSLER JEEP HOBBY LOBBY WEED CORLEY FISH NORTH AUSTIN COMMUNITY COLLEGE CAPITAL ONE SETON FAMILY OF HOSPITALS PPD DEVELOPMENT MATTRESS FIRM SOUTH POINT HYUNDAI LOWES NATIONAL LAND PARTNERS LLC FIESTA MART INC FACTORY MATTRESS COPENHAGEN IMPORTS INC A&BTV CHAIR KING THE ROGER BEASLEY CERT PREOWNED COVERT AUTO CO HEMISPHERES LLC STEINMART ACADEMY CORP VALASSIS TWIN LIQUORS CABELAS SPECS LIQUOR SAMS CLUB NOVUS VERIZON AAS STATE FARM SOUTH CENTRAL J B GOODWIN JOHN WILLIAM INTERIORS

31 A CAPITAL CITY Deep in the heart of Texas, 2 million people call the Austin area home. The fastest- growing metro in the state moves to its own blended beat of artistry, entertainment and athletics as well as business, higher education and technology. POPULATION: 2.1 million Young, educated and affluent HOUSEHOLDS: 824,710 30% of households have $100K+ income MEDIAN INCOME: $64,275 #1 among Texas DMAs EDUCATION: 37% with a college degree DIVERSITY: 32% Hispanic Source: Nielsen 2016

32 THIS IS HOW THEY’RE LIVIN’
For many residents and visitors, Austin ranks high. Check out how the capital city ranks within entertainment and lifestyle categories. #1 for practicing yoga/pilates #1 for eating at a BBQ restaurant #1 for buying movie tickets online #2 for eating at a Mexican restaurant #2 for buying cultural arts tickets online #3 for attending dance/ballet performances #4 for attending rock concerts #4 for buying music files online #5 for drinking beer #7 for buying books online #8 for going to the movies #8 for eating at an upscale restaurant #8 for traveling by air for a vacation #10 for doing volunteer work Source: Scarborough Research Multi-market Study R1 2016, among 77 measured markets

33 ON THE RISE: HISPANICS WHO WHAT TAPPED IN
A blend of diverse communities and roots, Austin Hispanics are the fastest-growing segment of the population and have a buying power of $11 billion. WHO WHAT TAPPED IN There are 441,990 Hispanic adults age 18+, 27% of total adult population. Austin Hispanic adult demographics: 87% are age 18-54 Median age of 35.5 is almost eight years younger than the market 43% have some college 38% are white collar 42% have household income $50k+ Average income is $62,300 and is $16k under market average 57% have multi-income households 45% are married and 42% have children in the home Jogging/running (37%) Swimming (37%) Attend movies (31%) Visit theme parks (30%) Attend pro sports events (29%) This target is more likely than the market to attend the circus, play soccer, and visit water parks. Core Statesman media reaches 34% of Austin’s Hispanic adults 20% have visited Statesman Media websites in the past 30 days. 89% own smartphone. They are more likely to use their phone for: Watch free TV programs (167) Movies (162) Download media apps (155) Job/employment search (152) Listen to a local radio station (143) 57% own a tablet. They are more likely to use their tablet for: Coupons (225) Download media apps (161) Daily deals (153) Travel reservations (122) Consumer reviews (115) 29% have read a newspaper on a mobile device. Source: Scarborough Research R

34 OH, BABY BOOMERS! WHO WHAT TAPPED IN
Though eligible for retirement, Austin baby boomers aren’t slowing down. They’re enjoying sports, recreational activities and the arts. WHO WHAT TAPPED IN There are 459,500 Austin adults age 50-69, 28% of the adult population. Austin Boomer demographics: Median age of 58.9 is 15 years older than the market 71% have some college 45% are white collar 65% have household income $50k+ Average income is $86,680, $7k over market average 42% have multi-income households 62% are married and 14% have children in the home 16% are Hispanic Gardening (51%) Volunteer work (33%) Swimming (31%) Sewing & Crafts (24%) Attend pro sports events (24%) This target is more likely than the market to go hunting, attend high school sports events and UT Performing Arts events. Core Statesman media reaches 49% of the Austin Boomer population. 23% have visited Statesman Media websites in the past 30 days. 79% own smartphone. They use their smartphones for: Coupons (83) Weather (81) Cable TV network site (77) Medical (75) Maps/GPS (74) 59% own a tablet. They are more likely to use their tablet for: Local/community events (155) Traffic (141) Photo processing/sharing (140) Listen to a local radio station (138) Restaurant information (135) 24% have read a newspaper on a mobile device. Source: Scarborough Research R

35 RICH WITH POSSIBILITY WHO WHAT TAPPED IN
Places to go, things to do and money to spend. One quarter of the Austin market is affluent. WHO WHAT TAPPED IN There are 390,800 Austin adults that Report household income at $100K+, 24% of adult population. Demographics of Austin’s affluent: 70% are age 18-54 Median age of 46.7 is 3 years older than the market 58% are college graduates 63% are white collar 83% are homeowners 63% have multi-income households 75% are married and 42% have children in the home Swimming (50%) Attend movies (39%) Jogging/running (39%) Volunteer work (38%) Attend pro sports events (36%) This target is more likely than the market to attend ZACH Theater events, go snow skiing/snowboarding, and attend UT basketball games. Core Statesman media reaches 51% of Austin’s affluent adults. 22% have visited Statesman Media websites in the past 30 days. 95% own smartphone. They are more likely to use their smart phone for: Watch live sports (177) Travel reservations (160) National news (157) Traffic (144) Local news (136) 76% own a tablet. They are more likely to use their tablet for: Watch live sports (300) Traffic (207) Cable TV network site (181) Local/community events (180) Financial information/services (177) 40% have read a newspaper on a mobile device. Source: Scarborough Research R2 2016

36 KIDS STUFF WHO WHAT TAPPED IN
Forty-one percent of the Austin population have children in the home — no kidding. WHO WHAT TAPPED IN There are 609,615 Austin adults that have children in the home, 37% of the Adult population. Demographics of adults with kids at home: Nine in ten are age 18-54 Median age of 38.9 is 5 years younger than the market 59% have some college 47% are white collar 61% have household income $50k+ Average income is $82,790, $4k over market average 59% have multi-income households 68% are married and 62% are homeowners 40% are Hispanic Swimming (49%) Jogging/running (39%) Attend movies (35%) Attend pro sports events (33%) Visit theme parks (33%) This target is more likely than the market to play soccer, visit the circus, and go to Sea World. Core Statesman media reaches 35% of Austin adults that have children in the home. 16% have visited Statesman Media websites in the past 30 days. 93% own smartphone. They are more likely to use their smart phone for: Watch live sports (182) Photo processing/sharing (135) Listen to online music service (126) Video clips (124) Local/community news (124) 64% own a tablet. They are more likely to use their tablet for: Games (120) Banking (111) Watch paid TV programs (109) Medical services/information (107) Listen to a local radio station (106) 34% have read a newspaper on a mobile device. Source: Scarborough Research R


Download ppt "THE STORY."

Similar presentations


Ads by Google