Our local news media businesses and organizations sit at the crossroads of pretty much everything that make our communities work.
- Small businesses
- Local government
Our local newspapers provide a place for local business to advertise to their local customers. Our papers cover local government and politics and help to keep citizens informed. Without our local papers there’s almost no transparency, citizenship is stymied, the credibility and authority of our local governments is undermined. This all means healthy local news organizations are a necessary prerequisite for strong local economies, thriving communities and local democracy.
Local news was struggling with competitive pressures well before the pandemic. But since March and the sudden and massive decline in local advertising dollars, many local newspapers are barely hanging on. This is why the ”Local Journalism Sustainability Act” is an important attempt at supporting local news orgs and better local journalism. Please link to more info about this proposed legislation here. Also, call the U.S. Congress switchboard at 202-224-3121 and ask to be connected to your Congressperson. Don’t know who represents you? Click this lookup page. Then make the call. Do it today!
As we all know the COVID crisis has had enormous impacts on our lives and on the economy. Newspapers have been especially hard hit among the many industries that saw a large number of their customers disappear virtually overnight. Once again people were declaring print media dead and perhaps buried this time.
But since the COVID shut downs began we’ve seen a really strong surge of ad placements and consumer response. Several advertisers that have done particularly well have done so in part because of the pandemic – OMAHA STEAKS, LEAF FILTER, ADT SECURITY, AT&T TV AND OTHERS. In fact, April response was up by 35% over March. May response was up another 36% over April. June is currently running another 17% ahead of May. These are very strong month-over-month increases. So at Mediabids we’ve seen anything but the notion that print media is dead and it’s certainly not buried.
Need a little more convincing? Understandable. An article appeared at Forbes.com today, highlighting how suddenly there are more marketers using full-page, print ads. This isn’t that surprising really. Newspapers have long been a place where marketers go to say something, especially if what they are saying is a little weightier or requires more space. These are complicated and challenging times. Print ads are unique in their ability to capture reader’s attention and say more rather than less (or nothing at all.) So it stands to reason marketers are once again turning to print (and newspapers in particular) to talk to consumers. To read the full article click here.
”Long copy sells more than short copy.” -John Caples, VP- BBDO
For more info about response-based print advertising and the campaigns to start running now, please visit Mediabids.com or email Jim at email@example.com.
Fairytale Brownies are back this holiday season at Mediabids. Fairytale Brownies make a terrific gift that everyone is sure to love. Their brownies are made from the ”finest all-natural ingredients like rich Callebaut Belgian dark chocolate, creamery butter, fine cake flour and fresh eggs.” They also don’t use any trans fats, preservatives or artificial colors and they’re certified kosher. Fairytale Brownies are delicious and come in eleven different flavors from cream cheese to mint chocolate and raspberry swirl to toffee crunch. Fairytale Brownies also offers gourmet bars and cookies for nearly every occasion in their own uniquely designed gift boxes.
Their ”Christmas Brownie Bliss” gift box includes thirty-six individually wrapped, bite-size brownies in six different flavors. This special holiday gift is regularly $54.95 but is being offered for a limited time at $39.95 (25% off!) plus FREE shipping. A delicious holiday gift at a great price point for gifts to family, friends and associates. Visit Mediabids.com or call us at 1-800-545-1135 for more information or to request an ad today. The holidays are fast approaching!
Crown Maple is artisan quality, estate-grown maple syrup from Madava Farms and 800-acre organic, family farm, established in 2010 in New York’s Hudson Valley. In addition to maple syrup, their product line-up includes maple sugar, maple-infused condiments, maple-flavored snacks and craft beverages with Crown Maple.
This holiday season Crown Maple is offering three special gift options, each at 25% off! The three options include the ”Pancake Breakfast Gift Set,” the ”Bourbon Barrell Aged Organic Maple Syrup” and ”Infused Organic Maple Syrup Trio.” Customers can buy one or all three. Shipping and handling is only $5 per item. These are great gifts and a good value. Perfect for giving this holiday season to family, friends and associates.
We have display ads and a classified liner ad for this campaign. The ads are available in both color and BW. Visit Mediabids.com or call us at 1-800-545-1135 for more information and to request your Crown Maple ad today.
MEDIABIDS ANNOUNCES OVER 1,000 HOLIDAY AD PLACEMENTS & COUNTING
Winsted, November 13, 2019 – This year marks the beginning of Mediabids’ second decade of being a leader in national print advertisers, on a performance-basis. Since 2008 Mediabids has generated nearly 5 million phone calls for hundreds of consumer-facing, direct-response advertisers. Mediabids has newspaper and regional magazine affiliate-partners nationwide and currently more than fifty different advertisers delivering print revenue. These advertisers believe in the quality leads and customer relationships that can only be activated through print media platforms and they want to be in more publications.
For the 2019 holiday season, Mediabids is offering six great gift advertisers. Omaha Steaks is back for the eleventh year. After Father’s Day, the holiday season is the second best time of year for Omaha Steaks sales. Hale Groves, Pittman & Davis and Crown Maple are back again this year as well. Finally, rounding out our roster of 2019 holiday season advertisers are Fairytale Brownies and Nueskes. Visit http://unbouncepages.com/holiday-ads-2019/ to see the ads and consumer offers.
Through November 12th, we’ve already exceeded 1,000 holiday ad placements. Our strongest season yet and still a month to go! Visit http://www.mediabids.com to view all our holiday ads and request yours today. We have the ads in all sizes and in color as well as black and white (including a classified liner ad for several holiday campaigns.) If you don’t already have an account at mediabids.com registering is quick and free of charge.
VP, Business Development
For a printable pdf version click here: Mediabids_Affiliate_Handout_v1
Are you a print publisher or print ad salesperson? How much do you talk to your clients about their conversion rates? Sometimes? Never? No worries. You’re not alone.
We know advertisers can be reluctant to share much about the results of their advertising. We know it’s much easier to thank them for their business and not ask too many questions. But times have changed and you may be surprised. Many of your clients might appreciate discussing ad effectiveness and sales conversion as it relates to their print advertising. You can bet they know a lot more about how their digital advertising is or isn’t working for them. Ultimately what do you really have to lose? The potential upside is priceless because engaging your advertisers on performance metrics can go a long-way toward cultivating a long-term and mutually-beneficial business relationship.
But before shooting off an email or picking up the phone to call your clients, here’s a little background and ammunition:
Conversion rates are usually ”contextual” and industry specific. In other words, ”conversion” doesn’t mean exactly the same thing to everyone. To complicate things a bit more the range of consumer actions an advertiser can measure is broad – sales, website visits, social media engagement, calls for more information, email opens, web form completions, content downloads, mobile ad clicks and more.
Print conversion rates are generally very good when compared with the rates of other media. Actually we’re understating it a bit. Print conversions are virtually without compare. They blow everything out of the water. This is especially true of the one media where much of the ad dollars are flowing these days – digital!
The average conversion rate of our print campaigns range from a high of 77% down to less than 10%. But the average is 42%! Meaning, on average, nearly one of every two calls is a qualified call. (Note: A qualified call is one that goes longer than the specified minimum length to determine the caller is indeed a potential customer.)
This chart (above) shows the call conversion rates of our performance-based print campaigns across campaign category and publication type. The ”Mass Consumer” campaign bucket includes consumer products and services like satellite TV, internet, travel, car donation campaigns, dating services, home improvement and others. The ”Seniors” category includes all our campaigns that primarily serve or seek 65+ consumers including drugs, mobility devices, walk-in tubs, insurance and others. As you can see, daily publications do particularly well with both the mass consumer and seniors customers. Weekly and monthly publications have better conversions with the seniors campaigns than the mass consumer campaigns.
Conversion to a qualified call is analogous to when someone clicks on a search or display ad online. When the caller makes a purchase, it’s akin to when a website visitor places an online order. These are both examples of sales conversion. Our advertisers have an average sales conversion rate that is well above 15-20% range. We know this from client reporting and from the fact that call center costs are much higher than ecommerce campaigns. Performance-based print campaigns demand that call centers are converting to sales that at minimum levels still far exceed digital conversion rates.
The chart below shows the conversion rate difference between search ads and our performance-print campaigns and website sales conversion relative to the average print ad sales conversion of our advertisers. As you can see print conversion is 10X or more the average digital conversion rates.
So with print conversions thoroughly outperforming digital it begs the question why so many ad dollars are flowing to digital? Perhaps it’s in part due to our tendency in print ad sales to avoid discussing conversion and performance metrics. Print advertising isn’t just for brand awareness or recall. Good products and services and strong consumer offers in print do in fact move readers quickly down the funnel towards the sale. There’s a great story to tell. Those of us in print just have to tell it much more often.
For nearly two decades Mediabids has been offering print publishers ways to reach new advertisers, sell ad space and generate new ad revenue via performance-based print advertising. We have dozens of national, direct response brands that believe in print and the value of performance media. Mediabids’ specializes in bridging the gap between measurable response and print-based media. To view and request our performance-based print ads (display and classifieds) and digital display ads, visit Mediabids.com, sign-in and click on “View All Per-Inquiry Advertisers” in the middle of the page. For more information email Jim Jinks at firstname.lastname@example.org.
I tend to be a later adopter of things. I’m not a luddite by any means. But I still prefer CDs for music. I mean c’mon, the sound is far better than digital listening. I also still prefer newspapers and magazines in print rather than digital formats. I absolutely much prefer an actual book to an audio or reader version.
But I’m no luddite. Case in point, I listen to podcasts. Fact check: I listen to A LOT of podcasts.
I still haven’t listened to ”Serial,” the podcast that seemed to put podcasting on the map. But I do listen to other popular podcasts such as NYT’s ”The Daily,” ”In the Dark,” Slate’s ”The Political Gabfest” and the Ringer Network’s ”Bill Simmons Podcast” among many others that focus on politics and urbanism. If you’re already a podcast listener and you’re looking for something new, here’s a few lists of ”best podcasts of 2018:”
Advertisers and publishers are somewhat like me in that so far they’re still late adopters of podcasting. Pods have been around for at least fifteen years and season one of the first podcasting hit, ”Serial,” originally aired in 2014. Yet spending on podcasts is still under $400 million annually in the U.S. (in a $200 billion ad spend market.) So ad spending on podcasts is still relatively small but emerging.
On the publisher side of things, despite the success of ”The Daily” from the New York Times, podcasts from media properties, especially print media are still somewhat few and far between. Quick…name another one! Mother Jones, is one example, that does a great podcast for those inclined to listen about politics with a liberal lean. Also, shout out to my local daily paper that does a daily podcast on local news – The Morning Record.
Generally speaking podcasting is exploding but if one works in publishing or advertising there’s a surprisingly limited number of podcasts worth your time. Here’s an unofficial list (from this unofficial podcast reviewer) of the better podcasts that focus on topics in content and advertising:
There are many more podcasts that focus on more specific content and advertising topics – social media, site traffic, content marketing, affiliate marketing etc. etc. We’ll focus on a few of these in a future post.
In the meantime, consider giving these ad industry podcasts a try. Better late than never!
Contributor: Jim Jinks
Let’s not get carried away, Facebook is still the world’s second most visited internet site (after YouTube.) But no one can deny that the past two years have been bumpy for the leading social media company. Privacy scandals, post-2016 election revelations of Facebook’s failure to more forcefully counter the sharing of ”false news,” and an unpopular change to Facebook’s algorithms have all contributed to user defections and declining site visits.
Indeed even if some of the decline in traffic to Facebook is actually due to their users spending more time on other apps, Facebook’s Instagram and Messenger for example, Facebook’s much publicized announcement yesterday to invest in local journalism is as much about the priorities of Facebook’s core businesses, as it is an attempt to make amends for recent missteps.
First, what exactly are we talking about here? Facebook is granting over $300 million to a select group of journalism nonprofit partners including the Pulitzer Center, the American Journalism Project, the Local Media Association and several others. The grants are to fund the hiring of journalists to focus on local news and content as well as the development of technology for better ”storytelling and newsgathering.” Here’s a roundup of reporting on the story:
Second, why invest in local news and content? Because it is the backbone of social media sites, especially Facebook. Nearly half of Facebook users get news on the site and about half of those users share or comment on the news. In short, news is vital to Facebook’s audience engagement and community building.
Third, why are news audiences important? Aside from the fact that publications need subscribers and readers, news consumers tend to be better educated and have average to above-average household incomes. Advertisers value print publications and digital news platforms because they are ”trusted environments” for their brands. But social media users have said they tend to not have as much trust in the news they find on Facebook, Twitter and other social media sites. Without trusted content, Facebook smartly knows they’ll have a harder time attracting advertisers and developing new revenue streams. Given that news consumers are most likely to trust strong local journalism, Facebook’s investments in local news production is a straightforward play for increasing trust, increasing engagement and increasing revenues.
Contributor: Jim Jinks