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Where to advertise?
Now that you
have a budget, you need to decide how you will use it. To be effective,
your advertising must reach your potential customers. But targeting customers
in a media-fragmented marketplace is a continual challenge.The abundance of advertising
sources has overwhelmed and divided consumer attention. As you strive to find
an effective media mix, you should know there is one medium that can deliver
strength to your advertising and marketing strategies.
The
Birmingham News continues to be a powerful medium for reaching shoppers
in the Birmingham market for a broad range of products and services. It
is a portable and convenient source of advertising information -
helping consumers decide where to shop and what to buy.The Birmingham
News delivers customers unlike any other medium can each and every day,
providing unsurpassed advertising impact.
The Birmingham
News total market coverage, utility
and power combine to offer some distinct advantages to you. And we think these
advantages support making The Birmingham News
your primary media buy. Consider the following:
The majority of Birmingham's adults read The Birmingham News everyday.
| |
Reach
% |
PMA Adult
Readers |
1 Week Cumulative
|
66% |
547,000 |
|
And newspaper
readership extends beyond the person who purchases the paper. No
other advertising medium consistently reaches so many people so often.
The most desirable consumers read The Birmingham News.
Both men and
women are newspaper readers
| |
Reach % |
Men
|
67% |
Women
|
65% |
|
Newspaper readership
increases with income
| |
Reach % |
$75,000
or more
|
73% |
$50,000-$74,999
|
73% |
| $35,000-$49,999 |
65% |
| Less than
$35,000 |
68% |
|
Newspaper readership
increases with education
| |
Reach % |
College
Graduate or beyond
|
75% |
Attended
College
|
73% |
| High School
Graduate |
61% |
| Less Than
High School Graduate |
51% |
|
The newspapers
reach adults of all ages
| |
Reach % |
18-24
|
57% |
25-34
|
60% |
| 35-44 |
71% |
| 45-54 |
68% |
| 55-64 |
72% |
| 65+ |
69% |
|
The Birmingham News reaches more
adults than any other medium including TV and Radio.
Market Share
vs. TV and Radio
| |
Reach
with one ad |
Weekly
Reach |
Weekly
Insertions |
| Sunday
Birmingham News |
55% |
55% |
1 |
| Daily
News |
42% |
58% |
5 |
WVTM -
NBC 13
(7-10 p.m. M-S + 6-10 p.m. Sun.)
|
4% |
18% |
10 |
WBRC -Fox
6
(7-10 p.m. M-S + 6-10 p.m. Sun.)
|
5% |
24% |
10 |
WBMA -
ABC 33/40
(7-10 p.m. M-S + 6-10 p.m. Sun.)
|
2% |
13% |
10 |
WIAT -
CBS 42
(7-10 p.m. M-S + 6-10 p.m. Sun.)
|
4% |
19% |
10 |
WBHK -
98.7FM
(6-10 a.m. M-F)
|
2% |
7% |
15 |
WYSF -
94.5FM
(6-10 a.m. M-F)
|
3% |
7% |
15 |
WDXB -
102.5FM
(6-10 a.m. M-F)
|
2% |
6% |
15 |
WBHJ - 95.7FM
(6-10 a.m. M-F)
|
1% |
5% |
15 |
|
We offer the
greatest single insertion reach of any media.
Why Newspaper?
The compelling facts below underscore the strength of newspapers:
51% of adults read a newspaper on an average weekday.
58% of adults read a newspaper on an average Sunday.76% of adults have read a daily newspaper in the past five days.
72% of adults have read a Sunday newspaper in the past month. Customers for many products and services are the heaviest newspaper readers.
Newspaper sections provide advertisers with unique targeting opportunities.
The newspaper is the most utilized advertising source for coupons.
The newspaper is read by the majority of car owners.Newspapers are the primary source for consumers checking advertising.
The
newspaper continues to effectively reach shoppers when they're in the
market for a broad range of products and services. It is a portable and
convenient source of advertising information - helping consumers decide
where to shop and what to buy.
Newspapers: Reaching tomorrow's customers:
The newspaper reaches at least seven out of ten consumers planning purchases within the next year. Here are some examples:
71% of adults planning to buy a computer in the next year read a daily or Sunday newspaper.
70% of adults planning to buy a wire/cellular service in the next 12 months are newspaper readers.72% of adults planning to buy a digital camera in the next year are daily or Sunday newspaper readers.
71% of adults planning to buy a mattress in the next year are newspaper readers. 74% of adults planning to buy a major appliance in the next 12 months read a daily or Sunday newspaper.
71% of adults planning to buy a DVD player in the next year read a daily or Sunday newspaper.
69% of adults planning to buy a primary home or condo in the next 12 months read a daily or Sunday newspaper.
You can target your advertising.
The Birmingham
News offers several partial-run regional products for advertisers
who have a more local market: North Jefferson, South Jefferson, East
Jefferson, West Birmingham, Hoover and Shelby County. These products
allow advertisers to target specific neighborhoods every Wednesday.
Pre-printed
inserts and flyer distribution is made easy with our Zip Code Delivery.
Your advertising message can reach any or all zip codes in Jefferson,
Walker and Shelby counties.
The Birmingham News can also distribute your message to non-subscribers
non-subscribers. The Birmingham News Extra, delivered Wednesdays
to 330,000 non-subscribers in 6 zones, allows advertisers to achieve total
market coverage reaching both subscribers and non-subscribers with
virtually no duplication.
The Birmingham News is a trusted
source of news information. Since 1888, the Pulitzer Prize winning
Birmingham News has been a trusted voice in the Birmingham community.
Source for #1, 2, 3, 6: Scarborough Research, Inc.,
Sept. 2003-Aug. 2004.
Source for #4: Scarborough Research Release, 2003, Release 1 (Top 50 Market)
Note for #1, 2: Readership based on a one week schedule.
Base:
811,000 total adults in the Birmingham-Hoover MSA.
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