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Whatever the medium,
Make sure it's well done.

In a rapidly changing industry, the key to staying ahead is staying on top of developments – from demographics to analytics, from publications to legislation. Here we share our observations on some of the articles we have found useful and also some industry news and updates.

The Press strand of the Ebiquity Research

Here is the Ebiquity Media Effectiviness Research quoted by NewsBrands as it relates to Press:

RE-EVALUATING-MEDIA-for-Newsbrands-Ireland-May-18

As with most offline media, Ebiquity shows Newspapers rank highly (3rd) for ROI but are rated poorly (8th) by Marketeers.

NewsBrands commissioned RAM to conduct this “reAction Study at the end of March to evaluate the effectiveness of Irish Press and publish the results of 5 case studies.

  • Interesting to note that 1/4 pages recall scores are 50% higher in 2018 than 2013 – probably due to less clutter in the Newspaper environment.
  • Press is a highly Trustworthy medium along with TV & Radio.
  • Social Media is not trustworthy but highly intrusive.
  • The Medium is and has been very very poor at promoting its strengths to the Industry.

Advertisers need  to be sure their Media Planning is Neutral and unbiased from perception or planner’s age discrimination.

Download our review of the 2018 Irish Newsprint and Magazine Market.

 

 

 

 

Fed up with GDPR emails?

Interesting article from the FT on GDPR and the differences of opinion from leading Legal experts on what you should and should not do. It suggests you should hold your nerve and once you offer an “unsubscribe” option on any digital communications that should cover your responsibilities in bulk emails.

Here is one marketeer’s approach emailed today, definitely a lesson in how to lose most of your mailing list – without the click of a button:

 

2018 Print & Press Review

• As could be expected, Newspaper sales fell further in 2017. The circulation of daily print titles was 8.2% lower in the second half than on the same period the year losing some 34K copies a day.
• The print circulation of The Irish Times now stands at 61,049 copies, down 7.8 per cent year on year.
• The Irish Times Digital Edition (a digital replica of the daily newspaper) had daily sales of 16,939 for the period up
29% yoy, The growth in digital edition sales meant the combined sale for the print and digital editions of The Irish
Times declined 2 per cent year on year, arriving at 77988 copies. The IT claim 72,000 of its sales as subscription!
• Irish Independent: Print circulation fell 7.2 per cent year on year to 90107 and the Herald, its sister paper, saw its sales fall 11.6 per cent to 36097.
• The Irish Examiner now sells an average of 27589 copies. It remains to see if this will be absorbed as the Cork edition of the Irish Times.

• The Times (Ireland) launch managed to lift its circulation to 10,109 copies, up from the London Times circulation of 2593 copies. I suspect most of these are free (to Bank of Ireland customers).
• The Irish Daily Mail at 37,351 copies is down (with the Irish Mail on Sunday at 74,392 also down) believed to be the
result of bulk circulations not being reflected in the figures.
• Sunday Newspapers lost 36,760 copies a week, retreating 6.1 per cent.
• The Sunday Independent is still the top selling Sunday but its circulation has stayed below the 200,000 mark at
178,323 – 6.9 per cent lower than at the end of 2016.
• The circulation of the Sunday World fell 10.4 per cent year on year to 133,946
• The Sunday Times fell 1.2 per cent year on year to 75534.
• The Sunday Business Post’s circulation is close to where it was a year ago at 29619.

Download our print friendly review here

Mary Meeker’s 2018 Review

The 2018 version of the hotly awaited annual Internet and New Technologies report from Mary Meeker has been published.

Here are a few charts as they relate to Advertising and Ad Tech.

Mobile adspend will and is catching up:

 

 

Mobile (Smart phones, Tablets, iPads) is growing dramatically reflecting the advances in 3 & 4G Technology coupled with larger screen sizes delivering a better user experience. Desktop is holding its own.

 

FANGS appear to be responding to Advertisers demands for more accountability and transparency.

Almost half the world is connected to the Internet:

2018 Radio Update

• Radio continues to saturate the media landscape with 82% of the population or over 3 million adults tuning in for an average of 4 hours per day.
• This compares to 51% of all adults using Social Media and 40% reading a National Newspaper.
• Live radio commands 87.7% listnership versus 8% of owned music and 3.2% for Spotify.
• National Radio is strongest in Dublin @ 55% share and the greater Dublin commuter belt @ 54% while local/regional radio is stronger in other regions peaking in Cork @ 65% and the south west region @ 60%.
• Local radio scores highly among the 15-34 age group with 65.4% of minutes versus 34.6% for National radio. Dublin @ 72%, the Dublin commuter region @ 69% and in Cork @ 71% demonstrates this audience’s affinity with  their local Station.
• However for the 35+ age bracket national radio holds the majority share in Dublin @ 63% and the Dublin commuter region @ 61%.
• RTÉ Radio 1 delivers 1,396,000 listeners (+11,000 yoy). 2FM’s weekly reach figure is at 853,000 (+79,000 yoy). RTÉ Lyric FM has a national weekday share of 1.8% and 278,000 listeners tuning in on a weekly basis.
• Newstalk has hit an all-time market share high of 6.6% nationally and 10.5% in Dublin. Pat Kenny is up 5,000, the Breakfast show is up 7,000.
• Today FM maintained their national weekly reach of 878,000. Ian Dempsey, Dermot & Dave and Matt Cooper all showed marginal gains across their respective time slots. Muireann O’Connell welcomed 3,000 new listeners to her new lunchtime show (12-2pm) in just 3 months and now delivers 101,000 listeners every day.

Download a print friendly summary of the figures here

Beware your media planners bias & ensure you are getting Media neutral solutions

Radio, newspapers and magazines perform significantly better than they are perceived to for brand

building campaigns.

That’s the evidence from “Re-evaluating Media” an independent study commissioned by commercial

radio industry body Radiocentre from Ebiquity that makes an impartial and robust evaluation of the

value of online and offline media in the UK and with a similar media landscape in Ireland has

implications for your media planning here.

Re-evaluating Media shows that TV and radio are by far the strongest advertising media for brand-building

followed by newspapers, magazines and out-of-home. Yet it discovered that industry decision-makers

undervalue traditional media and tend to overrate the value of online and social which are getting a

disproportionate allocation of Advertising Budgets.

The five most important media attributes for growing a brand in the long term are:

– targeting the right people in the right place at the right time;
– increasing campaign ROI;
– triggering a positive emotional response;
– increasing brand salience;
– maximising campaign reach.

Judged against these criteria and combining evidence scores from all 12 attributes listed below firmly places TV as the best performing medium, followed by radio, newspapers, magazines and out of home. Online display is the weakest performer.

With the exception of TV, advertisers and their planners undervalue traditional media, especially radio. They overrate the value of online video and paid social.

You can download the full report here 

and slides here

A video synopsis of the report can be viewed here.

Source: radiocentre.org

The Advertising Benevolent Society

TABS is a charity we like to support and I always look forward to the annual Advertising Benevolent Golf Classic in Woodenbridge each year.

TABS need more support and has to establish links & bridges with the younger members of the Industry to make itself relevant to the Advertising Community at large. You can find out more about TABS and how to donate here.