Transcript Concentra-NDC

Advertising Innovation
Eric Christiaens
Commercial Director Concentra Media
León - november 17th, 2006
Testimonial
• one editor’s view on defending
newspapers vs other media on the
advertising market
• our experience over the last years, our
truth, not the truth
Agenda
A. Belgian Market Overview
B. Reasons for growth
C. Conclusions
A. Market overview
Belgium
30.000m²
10,4 mio inhabitants
A
longest distance between
2 points = 280 km…
G
3 communities
B
3 official languages
L
C
1%
35%
64%
Vl
W
D
Brussels
1.000.000
Antwerp
457.000
Ghent
231.000
Charleroi
201.000
Liège
186.000
Dailies in Belgium
28 paid for dailies
1 free daily
1 free sundaypaper
cover price:
single copy : 0.95-1.60
subscription: 0.67-1.05
A. Market overview
format:
Belgian
berliner
tabloid
no broadsheets
daily reach:
51% total population
source : WAN-World Press Trends 2006
Belgian Dailies
A. Market overview
average 12 mths
Source: BVDU
Data 2005
D%
Het Laatste Nieuws - De Nieuwe Gazet
287.001
- 0,23 %
Het Nieuwsblad /De Gentenaar
208.485
- 1,12 %
Gazet van Antwerpen
111.445
- 2,50 %
Het Belang van Limburg
99.250
- 1,20 %
De Standaard
81.983
+ 2,73 %
Het Volk
74.977
- 7,13 %
De Morgen
50.890
+ 0,15 %
De Tijd
36.395
- 6,53 %
Total Flemish Dailies
950.426
- 1,36 %
Sud Presse
127.906
- 2,97 %
Editions de l'Avenir
98.580
- 1,15 %
Le Soir
97.075
- 0,91 %
La Dernière Heure/Les Sports
86.407
+ 1,08 %
La Libre Belgique
47.038
+ 0,33 %
L'Echo
18.489
+ 5,04 %
Grenz-Echo
9.830
- 1,81 %
485.325
- 0,85 %
1.435.751
- 1,19 %
Total French Dailies
TOTAL
Belgian advertising market
A. Market overview
• flat market
– 2005 : dramatic losses for TV
– 2006 : -15% vs 2005 in display ads national market
• fight for market share
– radio is main competitor for newspapers
– TV is picking up
– development of internet
Trend in ad spendings
100%
A. Market overview
0,6
9,8
1,6
11,5
1,5
9,0
1,2
12,1
46,0
39,7
80%
60%
40%
20%
11,9
14,6
24,5
15,9
0%
2001
newspaper
magazines
2005
source : WAN-World Press Trends 2006
tv
radio
cinema
outdoor
internet
A. Market overview
Concentra Media Print
63.000
61.437
61.000
+21%
59.000
57.000
57.809
55.964
55.475
55.000
k€
54.055
52.863
53.000
50.962
51.000
49.968
49.000
47.646
47.000
45.000
1998
1999
2000
2001
2002
2003
2004
2005
B2006
A. Market overview
Share per ad market
100%
18%
90%
27%
28%
31%
14%
16%
18%
18%
19%
19%
17%
15%
26%
80%
20%
70%
60%
22%
21%
20%
19%
23%
21%
21%
45%
43%
43%
44%
2003
2004
2005
B2006
23%
50%
40%
23%
21%
21%
19%
22%
30%
20%
39%
29%
31%
30%
31%
1998
1999
2000
2001
10%
0%
NATIONAAL
REGIONAAL
2002
CLASSIFIEDS (incl. Familieberichten)
JOB (incl. aandeel Concentra in Vacature)
A. Market overview
Share per title
61.437
60.000
55.964
52.863
50.000
57.809
54.055
50.962
49.968
2001
2002
55.475
47.646
k€
40.000
30.000
20.000
10.000
0
1998
1999
GAZET VAN ANTWERPEN
2000
HET BELANG VAN LIMBURG
2003
H-à-H MAGAZINES
2004
HEBBES Spin-offs
2005
METRO
B2006
TOTAAL
B. Reasons for growth
1.
2.
3.
4.
5.
6.
Community
Brand building
Innovation
Cooperation
Creativity
Simplicity
1. Community
B. Reasons for growth
• clear focus on a target audience
• “…For this reason the title of our daily
newspaper is a programme, to which all
who will lead our paper in the future have
to remain loyal….”
Frans Theelen, about “Het Belang van Limburg” in 1955
1. Community
B. Reasons for growth
• ambitious positioning
Luc Rademakers
Chief Editor
Gazet van Antwerpen
“I like things to
happen after
we’ve written
about them in our
newspaper”
2. Brand building
B. Reasons for growth
Our newspapers go for
the head,
the heart
and
the soul
of our target audience
2. Brand building
B. Reasons for growth
from the cradle to the grave
2. Brand building
B. Reasons for growth
…tap into audience’s emotions…
3. Innovation
B. Reasons for growth
• only free daily in Belgium
• only bilingual daily in Belgium
• strong community builder
• open to creative ads
3. Innovation
• content-related
products
• target audience
adapted to
objectives of
advertiser
B. Reasons for growth
4. Cooperation
B. Reasons for growth
• between publishers :
– common products for all newspapers
• NP-deals
– buy an ad in all newspapers
– run it 3 times, in order to build impact
– get 40-50% off
NP3 Offer
4. Cooperation
B. Reasons for growth
• between departments :
– management of newspaper by committee :
• 2 editors in chief + commercial director
– joint decisions on all topics :
• editorial
• advertising
• marketing
5. Creativity
B. Reasons for growth
• allow the advertiser to stand out
• create “intrusive ads” by playing with
layout of the newspaper
• one size only : full page
5. Creativity
B. Reasons for growth
KICK …. SHAKE…. DRESS …. THE PAGE
5. Creativity
B. Reasons for growth
5. Creativity
B. Reasons for growth
• never intrude the content
• beware of audience
• even advertisers are conservative
5. Creativity
B. Reasons for growth
• Conditions :
–
–
–
–
approval concept & visual by chief editor
approval of visual by prepress manager
deadline visual = 10 days
restrictions on pages, days…
• Price :
– +70% vs 1/1 rate card !
5. Creativity
• create events with
the advertiser
• distribute 70 tons
of strawberries in
one day !
B. Reasons for growth
6. Simplicity
• try to make offer simple for advertisers
• lower the treshold to enter newspapers
– modules vs mm/col
– tabloid = tabloid
• align technical specs
– constant # columns, constant breadth of columns
D. Lessons from Hollywood
Gary Cooper ?
Errol Flynn ?
Cary Grant ?
D. Lessons from Hollywood
W.C. Fields !
D. Lessons from Hollywood
“I try
harder...”
More information?
Eric Christiaens
Managing Director
Concentra Media Regie
+32-11-878369
[email protected]