N/E/W/S Report, 3.23.16

In this week’s N/E/W/S Report we’re looking at a daily paper on the east coast, with Sunday paper circulation of 30k-40k. The total ad space in Main News is 636.69 inches and the average ad size is 21.95 inches. There are nine different ad categories represented and twenty-nine total ad placements this past Sunday.

• Real Estate only has two ads but they made the most of it with full-page, color ads. Of course, this isn’t unusual for real estate ads in the paper, especially on Sundays. The Real Estate category had the two largest ads and these were three times the size of the average size ad in the section.
• The ads in the Contractor/Home Services category were all a part of a marketplace section in Main News. This accounts for the relatively small ads and the high number of ads in the category. The average size of these ads was only 2% of the average size ad in the section. Needless to say, the contractor ads may have been tough to spot.
• Local Retail had the largest number of ads in the section with eight total, nearly 30% of the ads in the section. However, like the Contractors, Automotive, Non-profit and Health Care ads, the Local retail ads were mostly smaller ads. The largest ad in the group was a 3×6.
• The National Retail and Senior Living ads, if you’re only going to run one ad in the section, are good examples of how to have a larger share of voice in the section. The ads in these two categories were about average or much larger relative to most of the other ad categories. In other words, go big or go home!