N/E/W/S Report, Wednesday, 3.9.16


This week’s N/E/W/S Report we focus on a daily paper with a Sunday edition circulation of 50,000 to 75,000 in the ”North” region of the country. We’ve cataloged and analyzed the display ads that ran in Main News on March 6, 2016.


  • In terms of number of ads and total ad space, the ”Health/Medical” category is number one with twelve ads and 140 inches of space. These twelve ads represent 30% of all the ad space in the Main News, however, the average ad size is only 12 inches of space (or about 83% the average size of the ad that ran in Main News.) If one of these Health/Medical advertisers were to increase the size of their ad (and/or switch to color), it could be a competitive advantage.
  • ”Automotive” is the second largest category, with total ad space with 136.50 inches, ¬†but in this case the ad space is spread over just three ads and the average size of the ads are 300% larger than the average size of the ads in Main News. Which ad category do you think captured more eyeballs?
  • The remaining seven categories of advertisers had a total of eighteen ads and included 184 inches of ad space. The average ad size was about 10 inches (or about 70% the average size of all ads in Main News.) One takeaway here is that there are a lot of categories without much competitive depth and a small share of voice for each category. These should be compelling points to make with local advertisers that are not currently in the paper.

NEWS Report Evansville Courier

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