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Pulse Research studies help LCNI retain, grow ad revenue

By Amy Collins, Research Director Landmark Community Newspapers, Inc.

The National Newspaper Association recently offered a member benefit with Pulse Research of Portland, Oregon at attractive rates for web-based readership research. One national group member, Landmark Community Newspapers of Shelbyville, Kentucky, with 46 newspapers in 12 states, has had good results using the low-cost research. I want to share our experiences with Pub Aux readers in hopes that more NNA members can grow their businesses using Pulse Research studies as a sales tool.

Why a Pulse Study: Imagine knowing with certainty how YOUR newspaper readers are spending their money and reading your paper:

• what sections they are reading
• what other media they also use
• what products they plan to buy
  

In fall of 2001, LCNI newspapers were given the chance to participate in a joint project with NNA and Pulse Research that would accomplish all of these goals, at a cost of less than $500 per newspaper. The effect, so far, has been encouraging.

We have ad staff members at newspapers using research to sell that previously used only their rate card and some demographics. We have ad salespeople trained to overcome objections with specific pieces of the research. And our advertisers are benefiting from obtaining more information on their marketplace.

Success Stories: Grocery chain consolidation. A well-known grocery chain changed their regional decision-making to a new office, requiring all current providers to pitch the new location.
The Pulse data showed that our tri-weekly outlying a metro area had loyal readers who relied on it for advertising information. Our advertising manager coupled this data with knowledge of the market, photos of the area’s grocery stores (including competitors), and most importantly, a sincere interest in the success of the advertiser. The result was greater than expected. While we feared a loss of business, the result was reassuring: while the chain was cutting budget from other newspapers, it increased spending with us by over $30,000 because we had a convincing story to tell. The Pulse data was an essential part of that.

Discount store closing. A national discounter made the decision to close a store in one of our market areas. We hoped to retain ad dollars by proving the worth of our customer base in the neighboring area.
The Pulse findings detailed the discount and department stores shopped by our readers. We were able to make the case that when one of the store choices was eliminated, competitors would fill the void unless action was taken to retain those customers.
We retained the business, replacing the ad dollars from the closing store location with the neighboring location, from a company who is not known for buying adjoining markets.

Components of Success: You may be saying, “It can’t really be that easy!” The truth is, we are still working on getting the full value of our research investment. Here are a few barriers that your newspaper may encounter and suggestions for overcoming them.

Training. If ad reps aren’t used to selling with research, it will take some time to get them up to speed. They need formal training supported by role-playing and management feedback. The goal should be to learn to think like the advertiser – and ask themselves how that research adds a benefit to the advertiser’s business (WIIFA, or What’s In It For the Advertiser).

How can the research contain an advertiser benefit?

One way is to use the research to translate market potential for his/her product into dollars. Even 3% of a reader base of 10,000 planning to buy a hot tub translates to 300 potential hot tub buyers – and $600,000 in business if the average purchase is just $2,000. What is appropriate to present?
Some advertisers require more detail than others. Understanding the advertiser’s needs is crucial. Offering what’s relevant means a higher quality, more targeted and more meaningful presentation of data.

The staff of Pulse Research offers training materials as part of their menu of services.

Technology. If the ad staff lacks the ability to effectively share the research in hard copy or electronic, then the investment is wasted. What is required?

A desktop computer. A computer shared by more than one rep could be a first step, with individual computers as the investment starts to pay for itself Presentation software to be used by the ad representative, such as PowerPoint, is a basic requirement. (Training in the software can cost as little as $60.) Printing in color helps the data jump from the page. Color printers are more affordable than ever, and can also be shared by multiple users. What is optional?

A laptop computer to be used for live presentations to advertisers.

Internet/e-mail access would allow reps to send presentations electronically, and to pull company logos from the Web for customizing their work for each customer.

Tracking. Knowing how many calls are made with research is an essential part of tracking return on the investment in research, technology, and training.

At our company, tracking will be needed to allow us to roll research down to the smallest of our weekly newspapers. Knowing that we’ve reaped a 60-to-1 return in new business in one market leads us to consider additional markets.

Affordable data from your readers on their shopping and media habits is an essential part of advertising and editorial strategy. The work being done by Pulse Research has helped Landmark Community Newspapers as we strive to underscore the value of our products.