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National clients who purchase ads in local newspapers typically are charged a premium -as much as 30 percent more - over local advertisers. But that premium is dwindling.
As newspapers in major markets see circulations decrease and competitors increase, it becomes more difficult to charge such a hefty premium, writes Media Life. And, while newspaper rate cards continue to include the premium, they are being successfully negotiated down by media buyers.
In part, that’s because newspapers are more sensitive to the complaints of media buyers, particularly in light of their increasing scrutiny of buyers on circulation figures. According to Jouette Travis, executive vice president and managing director for Carat, “You have to be careful how you increase your ad rates. You don’t want to be the paper that went down 8 percent in circulation and raised your rates by 7 percent.”
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
