Audience fragmentation is among the most significant challenges faced by the advertising industry, according to a just released American Advertising Federation survey of advertising leaders. Four out of five of those polled, or 80 percent, claim increasing audience fragmentation represents a significant change within the ad industry and 77 percent believe this fragmentation will continue to exert significant impact in the future.
So says Chicago Reader Publisher and COO Jane Levine (pictured), who admits that Tribune Publishing's new youth-oriented daily tabloid has made it more difficult to reach Tribune clients who don't advertise in the Reader. "It's just easier for them and way cheaper" to add RedEye to their Tribune media spend, Levine tells Media Daily News. "These papers are going after, and I don't think very successfully, an age," Levine says. "They want 18 to 34, period, young for young's sake. What the reader of our paper is and always has been is more of psychographic and a lifestyle."
Borders Group has named Crispin Porter & Bogusky, Los Angeles, its agency for an estimated $15 million creative and media planning and buying account.
The new tabloid, amNewYork, will target young urban commuters and will be launched early in the fourth quarter, according to Newsday. Distribution will begin in Manhattan and then spread to the other boroughs, with papers given away at subway stations and bus stops as well as health clubs, bars, restaurants and bookstores. Tribune Publishing, which owns the youth-oriented daily Red Eye in Chicago, will partner in New York with newspaper executive Russel Pergament, who developed the original idea for amNewYork.
The radio industry is slowly coming out of the slump that has plagued the medium for most of the first half of the year. According to figures released Monday by the Radio Advertising Bureau, radio advertising rose 3 percent in July, with national continuing to lead the way with a 12 percent gain. Local advertising, which accounts for 80 percent of all radio revenue, was flat for the month.
The Alternative Weekly Network announces six new members, including the Times Shamrock Alternative Newsweekly Group's four alt-weeklies, which moved over from the Ruxton Group. Three of the papers -- San Antonio Current, Detroit's Metro Times and Orlando Weekly (all except Baltimore City Paper) -- were former AWN members that shifted to Ruxton when their parent company, Alternative Media, Inc., was purchased by Times Shamrock in 1999. "They’re back now…and we could not be more pleased," AWN says in its September newsletter.
American kids, teenagers, and young adults, aged 8 to 21 years, have annual incomes totaling $211 billion, according to latest projections based on the findings of Harris Interactive YouthPulse, an online study of the Generation Y population. Results show that this group is spending at a rate of approximately $172 billion per year and is saving at a rate of $39 billion per year.
Citing weak job growth and economic risks including war, terrorism, and rising federal and private debt, newspaper economist and consultant Miles E. Groves lowered his forecast for 2003 newspaper ad spending but raised his outlook for 2004.
The Newspaper National Network (NNN) has hired a cable industry veteran as it prepares to expand from four to 15 the number of national ad categories it will target in an attempt to grab share from television, particularly cable.
n an ironic twist, Nielsen Media Research this week began informing clients it will test a series of ad campaigns intended to boost cooperation from people it wants to recruit for its TV ratings panel, especially Hispanics, African American and young adult segments that are more difficult to recruit through conventional means.
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