Observer Standard Newspapers

Presented by Simon Herd Clacksons

15 th March 2005

Covering the affluent South Midlands

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Introduction

The 45 minute catchment of Birmingham Airport is vast, with a great number of media opportunities.

Up weighting the Birmingham hub with regional press will provide geographical targeting, but is the current up weight media selection, the Birmingham Evening Mail, reaching the

right

audience?

In the next 10 minutes we shall:  Review the geographical targeting for the Birmingham Airport hub to ensure maximised target audience reach.

 Compare the total and targeted reach offered by current media selection.

 Propose alternative media selection to increase engagement with specific target audience.

Observer Standard Newspapers

Covering the affluent South Midlands

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30 and 45 minute drive time of Birmingham Airport Observer Standard Newspapers

Covering the affluent South Midlands

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Covering the affluent South Midlands

Indexing the socio-economic groupings of local Government areas against the profile of the 45 minute drive time of Birmingham Airport – the affluence of the areas covered by Observer 133.8

91.5

Standard Newspapers is identified.

103.5

Index = less than 100

Chase

Index = 100 130.9

lower than average average profile 93.4

above average profile 92.7

65.5

83.4

102.0

81.0

111.1

161.3

58.8

85.3

93.0

133.0

95.3

134.4

81.5

113.7

112.5

127.7

124.9

135.4

102.2

121.7

144.7

134.0

Local Government Areas covered by Observer Standard Newspapers Source: JICREG1 st February 2005: AB profile of 45 min drive time compared to profile of local Govt areas

Observer Standard Newspapers

Covering the affluent South Midlands

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Comparative reach of AB audience by Local Government Area

80.86

79.47

80.00

70.00

63.79

60.00

72.26

62.61

72.39

Observer Standard Newspapers Birmingham Evening Mail

46.47

50.00

40.00

33.73

30.00

20.00

10.00

9.60

0.12

17.37

0.00

9.42

N.B. Solihull reach does not include that provided by Solihull & Shirley Observer launched in February 2005

3.29

0.06

0.25

0.20

28.27

0.31

0.00

Bro msg ro ve C ove nt ry D ave nt ry R ed di tch R ug by So lih ul l St ra tfo rd -o n-Av on W arw ick W orce st er W ych avo n  Observer Standard Newspapers have significantly higher reach of the AB audience across the South Midlands local Government areas.

Source: JICREG/TELMAR1 st February 2005: AB reach by local Government areas in South Midlands

Observer Standard Newspapers

Covering the affluent South Midlands

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Reach of MSC Cruise’s target audience

Reach of adults aged 45+ within Birmingham Evening Mail Area

20.00% 18.00% 16.00% 14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00%

18.61% 11.24%

Observer Standard Newspapers Birmingham Evening Mail  Observer Standard Newspapers reach 18.61% (297,000 AIR’s) of adults aged 45+ within the circulation area of the Birmingham Evening Mail.

 This is almost two thirds more readers (118,000 AIR’s) aged 45+ than the Birmingham Evening Mail delivers.

Source: JICREG/Telmar 1 st February 2005 in Birmingham Evening Mail Circulation Area

Observer Standard Newspapers

Covering the affluent South Midlands

clacksons

Reach of MSC Cruise’s target audience

Reach of ABC1 adults aged 55+ in Birmingham Evening Mail Area

25.00%

Observer Standard Newspapers

20.00% 15.00%

20.64%

10.00% 5.00%

6.23%

0.00% Observer Standard Newspapers Birmingham Evening Mail  Observer Standard Newspapers reach 20.64% (113,735 AIR’s) of ABC1 adults aged 55+ within the circulation area of the Birmingham Evening Mail.

 This is more than twice the number of ABC1 readers aged 55+ (79,374 AIR’s) delivered by the Birmingham Evening Mail.

Source: JICREG/Telmar 1 st February 2005 in Birmingham Evening Mail Circulation Area

Covering the affluent South Midlands

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Comparison of Reach

Comparing the reach of OSN in the Birmingham Evening Mail area Newspaper Type Observer Standard Newspapers F

WEST MIDLANDS EXPRESS & STAR BIRMINGHAM EVENING MAIL P P SUNDAY MERCURY - BIRMINGHAM P Birmingham News Group Coventry Observer COVENTRY EVENING TELEGRAPH F F P

Freq W

E E S W W E T T T T T T

Format T Total Adults AIR 625456 Area Adults AIR 566000 Area AIR % 17.47

Area Circ 360989 % AIRs in catchment 90.49

445062 361038 418299 361038 261368 226560 184262 171154 246409 226560 184262 165827 12.91

11.14

7.6

6.99

5.69

5.12

149910 104219 74668 157987 122052 59479 93.99

100.00

94.28

100.00

100.00

96.89

Observer Standard Newspapers offers the

highest reach

within the Birmingham Evening Mail circulation area (17.47% / 566,000 AIR’s).

 This is over half more readers (204,962 AIRs) than the Birmingham Evening Mail.

 This is over a third more AIRs (147,701) than the West Midlands Express & Star.

Observer Standard Newspapers

Covering the affluent South Midlands

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Source: JICREG/Telmar 1 st February 2005 in Birmingham Evening Mail Circulation Area

Observer Standard Newspapers

 Observer Standard Newspapers provide

625,456 AIR’s

South Midlands market.

across the affluent

Observer Standard Newspapers

Solihull & Shirley Observer – new title February 2005. Title’s readership and reach excluded from all Observer Standard Newspapers data

Source: JICREG/Telmar 1 st February 2005

Covering the affluent South Midlands

clacksons

Observer Standard Newspapers

Comparative reach of the South Midlands Market Newspaper Observer Standard Newspapers

Coventry Observer COVENTRY EVENING TELEGRAPH COVENTRY CITIZEN SERIES SOLIHULL NEWS SOLIHULL TIMES Redditch & Alcester Standard Redditch Advertiser Alcester Chronicle RUGBY OBSERVER Worcester Standard Leamington, Warwick, Kenilworth, Southam Observer F LEAMINGTON SPA COURIER GROUP P BIRMINGHAM EVENING MAIL RUGBY REVIEW P F F F F Berrow's Worcester Journal Stratford & Arden Observer Bromsgrove & Droitwich Standard F F F F F F F

Type F

F P W W E W W W W W W W W

Freq W

W E W W W T T T T T T T T T T T T T T

Format T

T T

Total Adults AIR 625456

184262 171154 134452 105227 116950 84016 80349 79666 74650

Area Adults AIR 625456

184262 142476 134193 96704 93395 84016 79941 79666 74650

Area AIR % 62.94

18.54

14.34

13.5

9.73

9.4

8.45

8.04

8.02

7.51

Area Circ 394034

122052

Area RPC 1.6

1.5

50860 111872 65700 56103 50050 46454 41107 50129 2.8

1.2

1.5

1.7

1.7

1.7

1.9

1.5

% AIRs in catchment 100.00

100.00

83.24

99.81

91.90

79.86

100.00

99.49

100.00

100.00

73893 76410 361038 71150 71405 68603 65227 73893 72624 70941 70747 70362 68603 65227 7.44

7.31

7.14

7.12

7.08

6.9

6.56

46602 20617 22269 46439 48293 43944 40150 1.6

3.5

3.2

1.5

1.5

1.6

1.6

100.00

95.05

19.65

99.43

98.54

100.00

100.00

Observer Standard Newspapers

 Observer Standard Newspapers reach 62.94% (625,456 AIR’s) of adults across the South Midlands market.

Covering the affluent South Midlands

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Source: JICREG/Telmar 1 st February 2005 in Observer Standard Newspapers Area * Solihull & Shirley Observer Dist Publishers Statement

Reach of MSC Cruise’s target audience

Reach of adults aged 45+ within South Midlands market

70.00%

64.97%

60.00% 50.00% 40.00% 30.00% 20.00% 10.00%

7.61%

0.00% Observer Standard Newspapers Birmingham Evening Mail  Observer Standard Newspapers reach 64.97% (325,853 AIR’s) of adults aged 45+ across the South Midlands market.

 This is over seven times more readers aged 45+ (287,697 AIR’s) than the Birmingham Evening Mail delivers in this market.

Source: JICREG/Telmar 1 st February 2005 in Observer Standard Newspapers Area

Observer Standard Newspapers

Covering the affluent South Midlands

clacksons

Reach of MSC Cruise’s target audience

Reach of ABC1 adults aged 55+ within South Midlands market

70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

63.96% 4.85%

Observer Standard Newspapers Birmingham Evening Mail  Observer Standard Newspapers reach 63.96% (124,891 AIR’s) of ABC1 adults aged 55+ across the South Midlands market.

 This is over twelve times more ABC1 readers aged 55+ (115,415 AIR’s) than the Birmingham Evening Mail delivers in this market.

Source: JICREG/Telmar 1 st February 2005 in Observer Standard Newspapers Area

Observer Standard Newspapers

Covering the affluent South Midlands

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30 and 45 minute drive time of Birmingham Airport Observer Standard Newspapers

Covering the affluent South Midlands

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   

To summarise…

The South Midlands region of the 45 minute catchment drive time provides a strong match to MSC Cruise’s target audience.

Within the Birmingham Evening Mail footprint OSN delivers more readers, 45+ / ABC1 55+    566,000 AIR’s (56.8% more than the Bir. Eve. Mail).

297,000 AIR’s aged 45+ (65.9% more than Bir. Eve. Mail).

113,735 ABC1 55+ AIR’s (231% more than Bir. Eve. Mail).

Observer Standard Newspapers deliver significantly higher reach across each of the ten local boroughs in the South Midlands.

Within the affluent South Midlands market OSN delivers significantly more readers and specific target audience.

 625,456 AIR’s, 62.9% reach of the market.

  Seven time more readers aged 45+ than the Bir. Eve. Mail.

Twelve times more ABC1 readers aged 55+ than the Birmingham Evening Mail.

Observer Standard Newspapers

Covering the affluent South Midlands

clacksons