Most people are aware that the Internet has had a dramatic effect on newspaper readership.
But often they perceive only part of the story.
People are generally aware that the Internet has cut into print newspaper readership, which is true. What is less well-known is that the Internet has actually expanded our audience.
In our case, while the Sunday newspaper in its traditional ink-on-paper form is read by nearly 230,000 people every Sunday, those who read us exclusively on the Internet expand that audience by nearly another 100,000.
Also, few know of the revolution that is taking place in the kind of advertising we’re able to sell in the new digital world.
Readers are certainly aware that the advertising on our website, or visible on our replica editions online, are ads that we sold, designed and placed.
But we have just begun offering a couple of revolutionary products that go well beyond any advertising sold on our print pages or on our website.
The first is a product called Fetch, which employs a sophisticated advertising strategy called “retargeting.”
Here’s how it works: We create a colorful online display ad for your business and the services or goods you offer. If a potential customer in the South Sound searches online for the brands you sell, in your store or even your competitor’s store, or even for the brands that only your competitor sells, your ads will start showing up on web pages the customer subsequently sees. That can continue throughout the entire buying cycle, from initial research to purchase.
Although simple retargeting — ads that follow a potential customer after he or she visits your website — has recently become more common, the ability to retarget based on searches and activity outside your own website is something entirely new.
The other product, which we’re just now beginning to offer, is called impressLOCAL.
It’s a suite of advertising products — everything from print to social media, from reputation intelligence to keyword search and online display advertising. But the key element of the product is a real-time reporting dashboard that allows an advertiser to track the effectiveness of all the elements of impressLOCAL advertising – in print and online – throughout an advertising campaign.
On the dashboard, advertisers can see how well their brand, product or store fares in Internet searches, how effective their print advertising is, how their social-media strategy is working and how their store stacks up against primary competitors on the Internet. Over time, the advertising can be adjusted to increase effectiveness.
The impressLOCAL product also offers reports that allow advertisers to calculate total advertising impressions, click-through rates from ads, monitor print-advertising effectiveness and track and record phone calls that come in response to all the impressLOCAL products.
Both Fetch and impressLOCAL increase advertising efficiency; Fetch because it targets customers who are seeking information about your products or a competitor’s, and impressLOCAL because it allows an advertiser to measure ad effectiveness, adjust ad strategy, and manage a multi-media campaign from a single dashboard.
As with news, the Internet is revolutionizing the advertising part of our business.
If you’d like more information about Fetch or impressLOCAL, we’d be happy to answer your questions or develop a presentation tailored to your business or product. Just e-mail John Dzaran, our vice president of advertising, at email@example.com, or me at firstname.lastname@example.org.
David Zeeck: 253-597-8265