Cable’s Summer Heating Up!!!
Ad-supported networks hope to ride momentum into fall
By Anne Becker -- Broadcasting & Cable, 8/22/2005

With just two weeks left in its high season, basic cable is on track to notch its fifth straight summer ratings triumph over broadcast, winning by its largest margin ever. From the beginning of summer through Aug. 15, cable averaged a 60.9 share to broadcast’s 32.4. That’s compared with a 58.1/34.6 split last year.

Cable’s summer task, beyond producing new hits, is to use those shows to create viewer loyalty. That way, viewers keep tuning in when the big boys in broadcast come out swinging with new fall series. Turner’s TNT, for example, has laid out plans to ride its summer ratings wave into fall. The network grew 16% over last summer in prime, averaging 2.9 million total viewers through Aug. 15 (and 1.21 million in 18-49)—the most of any basic-cable network.

That was due to a record-breaking ratings draw in The Closer and a second original hit in Wanted, along with successful Friday-Sunday scheduling of its $100 million limited series Into the West. TNT also buffeted its originals with acquired series and movies, such as Saving Private Ryan and Jurassic Park III, that fit into the drama niche it has carved out over the past few years.

“Cable Made a Lot of Fans”

The network will keep its summer characters top of mind by weaving them into promotional spots that will run throughout the year. It will also run Wanted into the fall, luring viewers into the premieres of three new acquired dramas: Alias, Cold Case and Las Vegas.
“Cable made a lot of fans this summer, not only eyeballs,” says TNT/TBS Executive VP/COO Steve Koonin. “We’re not only open three months a year.”

Lifetime also triumphed this summer, notching a 9% increase in total viewership over last summer with an average 1.81 million viewers in prime, 723,000 of those 18-49. Because the women’s network scored largely through Monday-night original movies (including Murder in the Hamptons and The Dive From Clausen’s Pier), Lifetime aims to hold viewers through the fall season with more flicks. It will pack early September with not only more Monday movies but some Sunday ones, too, sometimes preempting original dramas.

“We’re delivering on a promise we’ve made as a network to deliver a certain type of genre,” says Tim Brooks, executive VP of research at Lifetime. “You come back to the network, not the programming.”

Finding a Branding Niche

But not all basic-cable networks saw gains. USA, summer’s second-most-viewed, dipped 10% in prime from last year, averaging 2.3 million total viewers (1.07 million 18-49). Although the network brought back hit dramas Monk, The Dead Zone and The 4400, it still seems to be finding its branding niche. In July, USA introduced a new logo and slogan “Characters Welcome,” and it will drive home the catchphrase going into fall, with promos for U.S. Open tennis running in August and September, and WWE’s Monday Night Raw, which returns to USA in October after a five-year absence.

FX also dropped in the ratings, losing 8% of total viewers from last year, with an average 1.17 million in prime (681,000 in 18-49) this summer. Returning favorite Rescue Me performed well, but new comedies Starved and It’s Always Sunny in Philadelphia, as well as Iraq-war drama Over There, saw dwindling audiences each week. FX will promote Nip/Tuck’s September return with promos that will run in three of the five commercial breaks during each hour-long episode of Over There, and graphics bugs for Nip during the credits.

Summer: TNT triumphed in the ratings with originals, including The Closer.
Fall: Turner’s drama network begins running a trio of new acquired shows, including Alias.
Summer: Lifetime scored with original movies, including Murder in the Hamptons.
Fall: The women’s network keeps flicks going with Human Trafficking Oct. 24.
Summer: USA’s originals, including Monk, performed, but the network dipped 10% in prime.
Fall: Newly rebranded, the network brings back WWE on Oct. 3.

(Click on images to make larger)

WEEKLY TELEVISION AUDIENCE MEASURES

Week 46 of the 2004/05 Season (8/1-8/7/05)

Primetime:

During Week 46 of the 2004/05 Broadcast Season, Ad-Supported Cable's HH rating increased by 2.2 points to end at 34.3. Cable captured 62.0% of total TV viewing and outperformed the Broadcast 7-nets by 30.9 share points. Ad-Supported Cable’s delivery grew by 2.7 million homes. Broadcast experienced a decrease in all audience measures. CBS, NBC, UPN and WB had rating decreases.

Ad-Supported Cable is off to a great start in the Third Quarter of 2005. It is currently averaging a 33.7 rating, up 1.7 points from same time last year. Cable is also commanding 61.5% of total TV viewing. Broadcast on the other hand only captured 31.3% of total TV viewing.
Ad-Supported cable is performing strongly during the 2004/05 Broadcast Season. Delivery is averaging 35.5 million homes, up 2.2 million from last year and ratings have increased 1.7 to end at 32.4. Cable is demanding more than half of total TV viewing to date this season, with Broadcast falling 11.0 share points behind Cable.

Total Day:

Ad-Supported Cable delivered 21.3 million homes in the 46th week of the 04/05 Season, representing an increase of 1.6 million viewers from last year on a Total Day basis. Cable’s household ratings were up by 1.3 points from last year to end at 19.5 and the share increased by 2.6 points to end at 59.7. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 30.4 points. The Broadcast Networks saw a decrease in all audience measures. Cable, to date, in the third quarter, has a very strong lead over the broadcast networks. It ended with a 59.9 share, 30.5 points above Broadcast’s level. Ratings increased by 1.5 to end at 19.8, and share increased 2.5 points from last year.

The Broadcast Networks have experienced decreases in all audience measures. For this season, Cable rose to 20.8 million homes, up 1.7 million homes from last year. Cable’s ratings increased by 1.3 points to end at 18.9 and its share rose to 55.5, an increase of 2.7 points from last year. The Broadcast Networks experienced losses across all audience measures.

Source: Nielsen Galaxy.

Can Newspapers Reverse Their Decline?
Michael SocolowThe Baltimore Sun August 14, 2005

THOSE OF YOU who paid for this newspaper, turned to this page and are reading these words are a dwindling breed. The newspaper industry is in trouble. Its future is precarious, and the social, political and cultural ramifications of the decline of this uniquely positioned business will affect everybody - not simply you and your colleagues who are reading this op-ed, but the entire public sphere.

How did daily newspapers reach this point? Those who work for them - journalists and those on the business side - point primarily to the impact of new communications technology. The Internet, cable TV news and cell phones that provide headlines have irretrievably altered news consumption habits.

Other arguments include the idea that the average American news consumer now favors celebrity news and gossip over the kind of robust public interest reporting that was once a hallmark of the daily press. American youths, in particular, are blamed for this trend. Demanding news at their convenience, they insist it conform to their interests.
These trends unquestionably factor into the widespread circulation declines. But something important is missing from this analysis: what the newspapers themselves contribute to the problem.

Newspapers sell you their credibility. That is the single most important value of any newspaper brand in the marketplace.

Newspapers compete in a market that is not solely limited to their product category; thus, recent changes in the media landscape have intensified the importance of credibility.

Several severely damaging ethical lapses over the past four years not only have hurt the specific newspapers involved but have created a widespread feeling that reporters are less accurate and ethical than they once were. This may or may not be true. But the veracity of the statement is less important than the fact that a large proportion of the industry's consumer base believes it.
Improving reporting and editing at daily newspapers is a key component of several initiatives within the business. So is being more honest - called "transparency" - with the audience.

Newspapers should be applauded for their attempts to repair the self-inflicted damage done to their product.

Yet other key, but too often ignored, issues in the history of the newspaper business have played a role in the industry's problems. Very few Americans - or even journalists - realize that Congress passed, and President Richard M. Nixon in 1970 signed into law, the Orwellian-titled Newspaper Preservation Act. That law (essentially) allowed local newspaper monopolies to flourish throughout the country. In all but a handful of markets, dominant newspapers would employ tactics that in other industries would be considered restraint of trade in order to corner their local markets for newspaper advertising.

Joint operating agreements between newspapers that otherwise would have been competitors became legal. The cost certainty of operating in a noncompetitive environment allowed these "hometown" newspapers to grow fat with advertising revenue. New sections were added. Newspaper chains such as Gannett and Knight-Ridder scooped up these profitable properties around America. The chains grew accustomed to profit margins that would have been impossible to achieve in a truly competitive environment.

By the early 1990s, newspaper companies and their corporate owners believed double-digit profit returns were normal for the business. They forgot the competitive - almost cutthroat - atmosphere of the newspaper business before the 1970 legislation. Worse, they took their monopoly for granted and assumed news consumers were satisfied.

As soon as the marketplace opened, and the news audience had new options, those consumers started going elsewhere. First cable news in the 1980s and then the Internet in the late 1990s revealed a hunger for new news sources. Many alternative weeklies, including the most influential, began offering their product for free. The very product that comprised the bedrock of this monopoly business - news - began to be seriously devalued.
How did newspapers react?

They brought in consultants, armed with MBAs and experience in other troubled industries, to evaluate their operations. Recommendations were simple: Cut staff, cooperate more closely with advertisers (i.e., create "partnerships") and offer the public more of what it wants to read - not what experienced editors believe the public needs to read.

Demographic studies are used to identify a core readership and to serve it by providing more "news you can use." This has meant an increase in medical, travel and lifestyle news, often at the cost of international reporting and investigative pieces.

The reinvented newspaper has failed to stem the readership losses. The consultants' reports are useless so long as the leadership of the industry clings to profit margin goals that are unrealistic and were originally an artificial creation of antitrust exemption.

By desperately trying to serve its core - but dwindling - audience, the newspaper business is shortchanging that audience. Most newspapers are offering little more than a comfortable rehash of events that their consumers are already aware of. Instead, newspapers should be challenging their readers by providing difficult-to-obtain firsthand reports from around the world that are unavailable anywhere else. They should combine that reporting with bracing, counterintuitive commentary that would provoke thought and discussion in the civic arena.
In other words, daily newspapers should drop the consultants, lower their unrealistic earnings targets and do what they do best. If they fail to do this, they will have nobody to blame for their demise but themselves.

Michael Socolow is an assistant professor of American studies at Brandeis University in Massachusetts, where he directs the journalism program.

TV viewing is actually rising Americans spend more
hours in front the tube
By Kevin Downey

Everyone knows that TV viewership has taken a big hit because of other media competing for viewers’ attention, especially the internet. Too bad it's not true. TV viewership is actually up over the past four years, according to new research from Turner Broadcasting, and it’s been climbing over the very same years that internet penetration has grown. People may be using the internet more, but they’re also turning on their TVs more. And they’re watching more broadcast as well as more cable. Indeed, while the presumption has long been that broadcast is suffering at the hands of cable, the reality is that they’re both doing well. “People are watching more television than ever before,” says Jack Wakshlag, chief research officer at Turner. He notes that while his analysis focuses on a comparison of viewing this year to 2001, the average amount of time people spend watching TV has steadily been increasing. “What’s happening is that the total amount of television viewing keeps going up, despite what other media types say or what people believe or what people tell you when you ask them in a survey.” In the just-concluded broadcast season the networks halted audience erosion in the 18-49 demographic on a season-to-season basis for the first time in as long as most people can remember. Among households broadcast's share stayed the same while cable rose. According to Turner, the average person watched 30.7 hours of television each week in second quarter through June 19, up 10 percent from 27.9 hours four years earlier. Viewing in the highly sought-after 18-34 demographic in that timeframe increased to 26.3 hours, up from 24.3 hours. Adults 35-49 watched 31.8 hours compared to 28.3 hours in second quarter 2001. Viewing among people 50 years or older jumped to nearly 40 hours in an average week, from 36.3 hours. Within the growing television audience, the networks this past season, on the strength of programs such as ABC’s “Desperate Housewives,” CBS’s “CSI” and Fox’s “American Idol,” lost a scant 264,000 primetime viewers in the 18-49 demographic. That was essentially flat at down only 1 percent, compared to a 6 percent loss of 1.33 million viewers a season earlier. At the same time, cable TV’s 18-49 audience was up 1.2 million people over last season. That came on top of an increase of 580,000 adults 18-49 the previous season. Wakshlag attributes cable’s growth and the broadcast networks’ relatively good performance to more and better programming to keep viewers tuning in. “It’s because there are more choices, more options, more [television sets] and people are simply turning on the television more than ever before,” he says. “There has been an aggressive campaign to try to get advertisers to move money away from television. Other media are claiming there are losses. But the only data they’ve ever been able to show is that people think they are watching less television, but we know they’re not.” This summer, in the first three weeks since the regular broadcast season ended in late May, cable TV has averaged about 60 percent share of the primetime household audience, up from roughly 57 percent the same time last year. The network share has slightly dipped to about 34 percent from nearly 35 percent. Wakshlag says cable TV is off to a strong summer because of original programs like FX’s “The Shield” and TNT’s “The Closer.” “This is an ongoing trend,” he says. “You have larger cable networks investing the money they’ve been making in big-time original programming. And there has been a pretty good batting average for cable hits in the past few years.”

June 28, 2005 © 2005 Media Life
-Kevin Downey is a staff writer for Media Life.

Dear Mast Report Reader, As a senior cable advertising account executive, I thought this media story would help you with your advertising buying decision. Cable has beat local broadcast programming and newspaper! More and more viewers are coming to cable!

Sockeroo Summer indeed for Cable! Viewing hits record levels in key demographics!!!
By Toni Fitzgerald

Cable viewership always rises in the summer, but it’s never risen this sharply this early. Last week, boosted by big premieres and a major finale, ad-supported cable had what will likely be its best week ever among several demographics.

For the first three weeks of the summer, cable has matched its all-time high share levels among adults 18-49, 25-54 and households. Most significantly, ratings are up 5 to 6 percent in the major demographics compared with last year while the seven broadcast networks are down 4 to 10 percent.

The broadcast networks are averaging an 11.2 18-49 rating from May 26 to June 19, down 5.8 percent from last year’s 11.8, according to primetime cumulative ratings provided by the Cabletelevision Advertising Bureau. Basic cable is up 5.4 percent to a 15.7 rating from a 14.9.

It’s up 5 percent to a 17.2 in 25-54s while broadcast has dipped 3.8 percent to a 12.6.

But the biggest swing is among 18-34s, where cable is up 6 percent to a 14.0 and broadcast is down 10.3 percent to a 9.4.

CAB won’t know for sure if last week set a record until it gets full numbers from Nielsen on June 28. But with TNT, FX and USA all boasting at least two big performers last week, it’s safe to assume there will be several records.

TNT’s “The Closer” set a total viewers record for an original cable series and also ranked No. 1 for the week among 18-49s and 25-54s. The network’s “Into the West,” while falling off quite a bit from its premiere, still averaged a healthy 4.8 million total viewers and placed eighth among 25-54s.

USA’s “The 4400” and “Dead Zone” both made the top 10 among 18-49s and 25-54s, while FX’s “The Shield” finale matched its best 18-49s performance of the season. FX also got a decent premiere from the new reality show “30 Days,” which placed No. 34 among 18-49s.

Other shows at or near record performances last week included WE’s “Bridezillas,” Comedy Central’s “Reno 911!” and Adult Swim’s “Family Guy.”

According to CAB, summer cable viewership usually peaks in July. But with so many premieres and finales coming this month, it will be interesting to see if cable can top this early peak. It may be difficult, as interest in the new shows is already leveling off and programs like “The Shield” will be over.

Meanwhile, in other cable ratings for the week ended June 19:

Top five networks in primetime (18-49s): TNT, USA, TBS, Spike, FX

Top five networks in primetime (total viewers): TNT, USA, Fox News, Nick at Night, TBS

Top movie (18-49s): TBS’s “What Women Want” (Sunday 8 p.m.) 1.65 million

Top sporting event (total viewers): Spike’s WWE Entertainment (Monday, 10 p.m.) 5.2 million

Shows making the top 10 among 18-34s, 18-49s and 25-54s: Spike’s WWE Entertainment (Monday, 9 and 10 p.m.); USA’s “The 4400” (Sunday, 9 p.m.)

Show on the rise: “The Dead Zone,” USA, Sunday 10 p.m. Two episodes into its fourth season, “The Dead Zone” is showing lots of promise. Last week, it drew 2 million viewers 18-49, growing its audience in that demo by 11 percent week to week. That’s good news for a show that premiered to record-breaking ratings three years ago, only to see steep declines later in the season.

Show on the decline: “Into The West,” TNT, Friday 8 p.m. The epic from producer Steven Spielberg saw drastic declines in its second outing last week. Among 18-49s, the “West” averaged a 1.3, down 24 percent from a 1.7 for its debut. Oddly enough, the Sunday repeat of that episode rated better in that demo, averaging a 1.5.

June 22, 2005 © 2005 Media Life
- Toni Fitzgerald is a staff writer for Media Life.

If you need creative and effective cable advertising for your business or organization in Central Pennsylvania, contact me at don.mast@adelphia.com or (814) 235-1783 ext. 286 .

CALL BACK OR FOLLOW UP WITHIN 24 HOURS!

Recently, my wife and I have been working diligently to hire a mason contractor. We needed a mason to repoint our chimney within two weeks. I placed atleast 8 to 10 calls to nearly all of the mason contractors in central Pennsylvania. Through all of the contractor visits and bids, we narrowed the decision to two competitive contractors. We called the first contractor and left a message saying "We are going to go with you, please put your estimate in writing and drop it off. We will then discuss the project start date. Call me at ###-####... He earned our business--then lost our business. He didn't return our call.

We waited for our first mason to call us back. After nearly a week of waiting, we called contractor number two and left a similar message. Guess what? He called back within 24 hours and earned our business.

Just when we thought our decision was final, the first contractor finally called back (Nearly Two Weeks Later!) He apologized and said "I received your message, I can come by tomorrow to do the job!" I had to apologize back to him and explain that we needed the project done quickly and we hired someone else to complete the project. I learned a valuable lesson through this communication...Follow up within 24 hours! If you don't follow up, you may lose clients and future business.

STAY CONNECTED TO SUCCEED!

To succeed in today's business world, You NEED to stay connected and stay close with your customers, vendors, and prospects. How do you stay connected and close in our fast paced rapid response world? How can you stand out from competitors who want to communicate with your circle of contacts? The answer is simple...WRITE A LETTER OR SEND A CARD! Get personal and write the communication by hand. All too often, people send an email or fax to stay in touch (It doesn't work!)--or worse yet, a form letter! A personal hand-written letter will send the message that you care enough to take time from your day to think about the contact. Be sure to write about your current shared projects, family events, or topics of interest that the contact would enjoy! People are hammered by hundreds of spam emails, voicemails, form letters, and faxes...Send a personal note or letter and share your feelings and ideas. The art of handwriting is dying--Lets work harder together to bring back handwriting and create communications that STAND OUT and provide IMPACT! Check out this letter writing web site for help: www.business-letter-writing.com/ . If you need personal service and help with letter writing, contact me at dmast@atlanticbb.net or don.mast@adelphia.com , I have hundreds of sample letters to share.

HIRING AN "EXTRA EMPLOYEE"

One of my clients shared this comparison with me this morning...

"An Advertising budget and plan is much like hiring an extra employee for your company. You hire them to go out and bring back new business."
--Lee, State College Business Manager

Advertising is an investment in your business. Look at advertising as hiring an extra employee! Selecting the right media and message is important. (Just like selecting the right employee!) You need to care for your advertising message and tools as you would a new employee. Constantly review and mold the message and media mix till you get the results you desire. Your "new employee" should help you research your market, your competition, and your customer. The new employee should generate long-term customers and measurable sales revenue! I'm here to help you with your "new employee"(Advertising Strategy), contact me -- don.mast@adelphia.com

DOES NEWSPAPER ADVERTISING WORK HARDER FOR YOU? WHO READS THE PAPER TODAY?

Dear Mast Report Reader,

Is your newspaper advertising working harder to reach your target audience? Are people reading the newspaper? I’ve looked into these questions and I think my findings will surprise you.

Look at the incredible headlines I found during my research…

NEWSPAPERS SEE ONE OF WORST DECLINES, GROUP SAYS
Newsday.com by the Associated Press (May 02, 2005)

PAPER SINKING FURTHER CIRCULATION FIGURES FOR NEWSPAPERS INDICATE THE WORST FALL OFF IN A DECADE, A TREND EPERS SAY COULD WORSEN
By Richard J. Dalton Jr, Staff Writer
New York Newsday (May 03, 2005)

NEWSPAPER SALES CONTINUE TO SLIDE
By David Lieberman
USA Today (May 2005)

NEWSPAPERS DESPERATE TO REMAIN RELEVANT
By Frank Ahrens (February 27, 2005)
The Washington Post (Published in the Centre Daily Times)

NEWSPAPER CIRCULATION CONTINUES DECLINE, FORCING TOUGH DECISIONS
By Julia Angwin and Joseph T. Hallinan (May 02, 2005)
The Wall Street Journal

BALTIMORE SUN RECORDS 11.3 DROP IN CIRCULATION
By Andrea K. Walker
The Baltimore Sun, Maryland (May 2005)

SHAREHOLDERS FILE SUIT ALLEGE TRIBUNE CO. AWARE IT OVERSTATED CIRCULATION NUMBERS AT NEWSPAPERS INCLUDING NEWSDAY AND HOY
By James Bernstein, Staff Writer
New York Newsday (May 2005)

What is happening in the newspaper industry? It is changing and changing at the speed of light. Newspapers around the country are struggling to stay relevant. Baby boomers love reading it while the younger consumers are turning to other sources for news and information including 24-hour Cable News, Satellite Radio, News Radio, Ipods, and the Internet. By the time the newspaper gets to your house—the news is old and dated. Our society wants and craves instant news and information.

“The Newspaper industry has some breathing room left, but not much! The baby boomers are going to continue to drive print (sales) for some time. The problems we have are the 18-to35-year olds. They’re not replacing the baby boomers!” Quote from Frank A. Blethen, Publisher of the Seattle Times

*The losses come at a time when Americans have many news outlets that didn’t exist 20 years ago, including cable television news channels and internet sites, as well as email and cell phone alerts. Many newspapers have substantial and free online sites offering much of what is in the printed paper. These sites might not hurt readership overall, but they can erode a newspaper’s paying audience. *The Wall Street Journal, May 2, 2005

This is why the consumer trend is moving away from local newspaper and more towards electric media: television, cell phones, and the internet. Even billboard companies are utilizing electronic media with the new electronic flat screen TV billboards. Consumers want instant information. No waiting.

*“With changing work and lifestyle patterns from the 1970’s on has led to the demise of the evening newspaper in almost every city.” * By Frank Ahrens, The Washington Post

Newspapers are saying that the decline is due to the start and growth of the do-not-call legislation that was established in 2003—this sets guidelines that limit telemarketing calls to renew and recruit new subscribers. Telemarketing accounted for nearly 43.4% of new subscribers but fell to 30.0 last year according to the Newspaper Association of America (NAA) Click on the NAA website to learn more: http://www.naa.org/ . I don’t buy it! It seems to be a growing trend as electronic media continues to find new ways to reach consumers. (Again—instant information—not dated info/news!)

The lack of telemarketing doesn’t seem to be realistic. They are using guerilla marketing tactics to sell and distribute the newspaper. I see the local newspaper promoting subscriptions in booths at our local mall and giving customer FREE papers during community events.

*Daily circulation averaged 62 million newspapers in 1980, compared with 55 million in 2003, the latest figures from the newspaper association. The decline came as the country’s population grew from 226 million to 282 million during that period. *By Richard Dalton, Jr., Newsday

The average newspaper circulation fell 1.9% in the September through March period compared to that same period of time the year before according to analysis of circulation figures by the NAA.
Newspaper and media experts are saying that this trend seems to be getting worse…see the circulation numbers here-- http://www.naa.org/info/facts04/circulation-daily.html

Sunday sales of the newspaper have dropped more than 2.5% to 51.1 million—According to the NAA.

40% of 18-34-year-olds read a weekday newspaper in 2003 compared to 60% in 1982.

* "Newspapers are not clearly as attractive as they were eight or 10 years ago!” Quote from Bob Shamberg, Chief Executive of the media company whose clients include Sears Home Depot, and BMW (The Baltimore Sun, May 2005)

Today, people are watching more cable news for around-the-clock news coverage of major events. Since the coverage provided by CNN of the Gulf War, people are viewing cable news as one of the main sources for news and information. Now with Fox News, CNBC, MSNBC, Bloomberg, ESPN, and others—Cable news is growing!

If you go into any restaurant or shopping location you see more and more that the merchant has one or more cable news networks or a local broadcast station on TVs for customer viewing.

*Newspaper Services of America, an Illinois media buyer and planner, said that although newspapers are still a good buy, its clients are increasingly looking to other outlets, such as the Internet, TV, Radio and direct mail. *The Baltimore Sun, May 2005

I recently participated in a Jim Doyle & Associates seminar on auto dealership usage of newspaper and here is what they found in there research:

Almost HALF of American Households do not subscribe to any newspaper: 48% do not subscribe, while 37% subscribe to daily or Sunday papers, 10% subscribe to Sunday only, and 3% subscribe daily and not Sunday!

Here is Jim Doyle & Associates newspaper research comparison by age: (Harris Poll 2004)

Age 18-24
8% Sunday Subscription only
25% Daily & Sunday Subscription
1% Daily Subscription only
65% No Subscription at all

Age 25-34
10% Sunday Subscription only
27% Daily & Sunday Subscription
2% Daily Subscription only
60% No Subscription at all

Age 35-44
12% Sunday Subscription only
28% Daily & Sunday Subscription
0% Daily Subscription only
58% No Subscription at all

Age 45-54
12% Sunday Subscription only
38% Daily & Sunday Subscription
6% Daily Subscription only
42% No Subscription at all

Age 55-64
8% Sunday Subscription only
49% Daily & Sunday Subscription
5% Daily Subscription only
37% No Subscription at all

Age 65+
5% Sunday Subscription only
61% Daily & Sunday Subscription
2% Daily Subscription only
31% No Subscription at all

Here is Jim Doyle & Associates newspaper research comparison by income: (Harris Poll 2004)

$1,000-$15,000
7% Sunday Subscription only
23% Daily & Sunday Subscription
2% Daily Subscription only
66% No Subscription at all

$15,000-$25,000
5% Sunday Subscription only
31% Daily & Sunday Subscription
3% Daily Subscription only
58% No Subscription at all

$25,000 -$35,000
10% Sunday Subscription only
40% Daily & Sunday Subscription
5% Daily Subscription only
44% No Subscription at all

$35,000 -$50,000
13% Sunday Subscription only
40% Daily & Sunday Subscription
3% Daily Subscription only
42% No Subscription at all

$50,000+
10% Sunday Subscription only
58% Daily & Sunday Subscription
0% Daily Subscription only
32% No Subscription at all

Here is Jim Doyle & Associates newspaper research comparison by education: (Harris Poll 2004)

Non-High School to High School
1% Sunday Subscription only
23% Daily & Sunday Subscription
4% Daily Subscription only
68% No Subscription at all

High School Grad
8% Sunday Subscription only
36% Daily & Sunday Subscription
3% Daily Subscription only
50% No Subscription at all

Some College
9% Sunday Subscription only
38% Daily & Sunday Subscription
4% Daily Subscription only
48% No Subscription at all

College Grad
10% Sunday Subscription only
40% Daily & Sunday Subscription
2% Daily Subscription only
46% No Subscription at all

With the Internet explosion, people are getting the latest headlines from news web sites and internet blogs such as http://www.drudgereport.com/ , http://www.cnn.com/ , http://www.foxnews.com/ , and thousands of other sites.

Businesses are also moving print money by using the Internet for employment classifieds. Revenue in local newspapers is beginning to drop thanks due to Monster.com and other internet employment sites.

*Increasingly, employers are using other resources to recruit workers. Morgan Stanley estimated that, from 1988 through the end of last year, revenue generated by Internet help-wanted ads would grow 400%. During the same time, revenue from newspaper help-wanted ads is projected to drop 40%! * Frank Ahrens, The Washington Post, Feb 27th 2005

“T-Mobile USA is still happy with the results it gets from newspaper help-wanted listings, but such listings amount to only about 30% of T-Mobiles total recruitment-ad budget. The Company has moved most of its help-wanted advertising from newspapers to our own Web Site.” Quote from Randall Birkwood, Director of Recruitment, T-Mobile

So to conclude, the answer to my questions is “No!” You can’t use newspaper to target your customer! It seems to be too expensive for the very little return on investment. Newspaper advertising rates continue to increase each year while the subscribers who read the paper are shrinking.

It is time to change your strategy and focus on television and other forms of media to make your advertising budget work harder for you!

When looking at managing your total advertising and marketing budgets you should consider my research from this report carefully and explore the electronic media. You must understand who you are trying to reach and study your target demographic. Buying habits and lifestyles have changed. If you are targeting a 25-54 demo, use the electronic media without paper. If you are targeting a baby boomer or a more seasoned citizen, reach out to the newspaper on SUNDAY only as a last resort. Instead, use targeted electronic media or billboards to enforce your message to seniors. Keep in mind—this all depends on what type of product, company, or service you are promoting. Know your product and know who needs it. Get your sales message to that person by researching them and knowing how they shop and how they live.

With families busier than ever and our time moving by us at lightning speed—You need to reach people when they are out, when they are home, and when they are on the move.

Keep in mind, cable advertising targets specific key demos for each cable network—the opportunity is great to truly target your buying directly towards the consumer. By targeting you get a great return on your advertising buy. Save money and reach more customers! Only cable advertising can target your audience: Geographically and Demographically!

If you need to make your advertising budget work harder for your business everyday—Contact me to research the trends, research your competition, and research your target consumer. If you need personalized advertising advice, research help, or want to offer your opinion, please contact me at don.mast@adelphia.com or dmast@atlanticbb.net .

Click on donmast.blogspot.com monthly for Mast Report updates.

Thank you for reading!
I am working harder for you!

Don Mast

UPDATED ARTICLE from NOV 2nd 2005:

Shareholder urges Knight Ridder to sell Private Capital Management, based in Naples, is urging the newspaper publisher to aggressively pursue a sale.

BY TONY GNOFFO AND JOSEPH N. DISTEFANOPhiladelphia Inquirer

PHILADELPHIA - A private investor group with a 19 percent stake in Knight Ridder, the nation's second-largest newspaper chain, called Tuesday for the sale of all or parts of the company to boost its sagging market value.

Private Capital Management, of Naples, owned by Legg Mason, of Baltimore, said in documents filed with the Securities and Exchange Commission that it has asked Knight Ridder's board to ``promptly pursue a competitive sale of the company.''

It threatened less friendly approaches if it is unhappy with Knight Ridder's response.
''In the absence of such action,'' PCM said, it would ``strongly consider supporting more aggressive efforts that might be initiated by other parties seeking to change the composition of the board, install new management, acquire a majority of the company's voting shares, or take other action to maximize shareholder value.''

Pounded by difficult times in the newspaper business, shares of Knight Ridder, which owns The Herald, have lost 18 percent of their value since Nov. 9, 2004, when they hit their 52-week high of $71.07.

On the news of PCM's filing Tuesday, Knight Ridder shares gained $4.62, or more than 8 percent, closing at $58 in heavy trading on the New York Stock Exchange.

The PCM filing included a letter from its chief executive, Bruce S. Sherman, to Knight Ridder's board of directors in San Jose, Calif., saying shareholders would be best served ``by the board soliciting competitive bids for the company, either from financial buyers willing to pay fair value or industry participants that would realize synergies and increased market presence through the acquisition of Knight Ridder's highly desirable local newspaper and online advertising assets.''
Sherman's letter did not name any potential buyers.

Knight Ridder spokesman Polk Laffoon IV said Tuesday that the company had no immediate comment.

PCM began boosting its ownership stake in Knight Ridder in September, after meeting with the newspaper company's board in July. It is now Knight Ridder's biggest shareholder.
Since the July meeting, Knight Ridder's board has repurchased five million shares and authorized the repurchase of five million more. It also sold and swapped a number of its newspapers, including a deal that sent The Detroit Free Press to Gannett Co., the nation's largest newspaper company.

In September, two major Knight Ridder papers, The Philadelphia Inquirer and San Jose Mercury News, announced buyout programs.

Despite the gloom about the business on Wall Street, Knight Ridder and other newspaper companies remain profitable. In the third quarter of 2005, Knight Ridder reported operating income of $96.3 million, down from $126.5 million for the same period last year. Revenue for the quarter grew to $723.8 million from $708 million a year earlier.
Still, the company's stock continued to sag.

The investment group has also been buying shares of other newspaper companies, and is now the biggest shareholder of Gannett, owner of USA Today; Tribune Co., the third-largest newspaper publisher; and The New York Times Co.

Dear Mast Report Reader,

Welcome! This monthly report will become your number one resource for advertising and media information. I am working harder for you to provide valuable information that will help you improve your business or organization each month. My goal is to help you succeed in business and in Life.

About Me:
I offer YOU over 14 years of dynamic sales, account management and business development career experienceS!  Delivering solid and sustainable revenue, market and profit contributions through expertise in business / territory development, competitive market positioning, community and media relations strategies, organizational development, team building, sales leadership and performance management. I've exceeded sales goals within every territory position ever held. When it comes to advertising, I am your business solutions provider. Ambition. Passion. Courage. Driven. These are the words that my business associates use to describe my work ethic and style.

My Working Harder Award Winning Background Includes:

·(NGT) Nominal Focus Group Facilitation
·Business Planning and Strategy
·Sales and Marketing Proposal Writing
·Transportation & Government Advisory Board Coordination
·Mass Media Communications Strategies
·Diversity in the Workplace
·Creation of Brochures & Newsletters
·Non Profit Organization Fundraising
·Customer Satisfaction & Enrichment
·Visionary Management & Organizational Leadership Seminar
·PennDOT Malcolm Baldrige Quality Training (EBAT)
·Comprehensive Media Planning & Buying (Roy Williams Wizard of Ads Training)
·Human Resources Recruitment Campaigns through Media / Career Fair Training
·CBICC - Chamber of Business & Industry of Centre County Marketing University
·Hands-on experience with Internet, Radio, TV, Print, and Billboard Advertising.

Community Projects & Involvement:

Member-Penn State University Grassroots Network

Member-Penn State University Partnership against Dangerous Drinking

Member-The Leadership Honors Society of Omicron Kappa Society

(1999–2001 Term) City of Altoona Goodman Trust Advisory Committee

(1999–2000 Term) City of Altoona Sesquicentennial Member

(Dec. 99–May 1999) March of Dimes Director for Blair & Bedford Counties

(1998 Seminar) PENNDOT Statewide Management Seminar Guest Speaker,Topic:“Customers”

(1997 Ballot) Altoona City Council Candidate

(Nov.97–Jan. 99) 1st & 2nd Annual City of Altoona Tree Lighting Ceremony & Festival Chairman

(1997–1998) Blair County Chamber of Commerce Ambassador

(1996–1997 Term) City of Altoona Shade Tree Commission Treasurer/Advisor

(1995–1997) Altoona Kiwanis Club Member

(1994 Graduate) Leadership Blair County Inaugural Class (Chamber of Commerce Class)

(1994 Honor) J.C. Penney Golden Rule Award for Volunteer Leadership

(1994 Member) Pennsylvania Department of Education Student Leadership Board

Altoona First Southern Baptist Men's Ministry Founder-- http://menofcourage.blogspot.com/

Volunteer and Friend-Altoona First Southern Baptist Church

I reside in Altoona, Pennsylvania with my Beautiful wife Angelina, Wonderful son Elliot and three crazy dogs, Daisy, Peanut, and Dudley. As a Christian, I attend Altoona First Southern Baptist Church. You will see in my writings that my Personal Christian faith is important and is included in my everyday business operations. Check out my resume website at: http://donmastresume.blogspot.com/

Come back often and enjoy all of the information. I am your business solutions provider! You are welcome to join my monthly mailing list or share your feedback. CONTACT ME:

donaldmast@gmail.com . I am working harder for you!