The great gap incollege TV watching Study:

Half of their vieiwing is untracked

By Samantha Melamed Aug 3, 2006

In their pursuit of the elusive young consumers, one of the gaps for advertisers has always been college kids and their use of media, in large part because their TV viewing was not tracked by Nielsen.

Somewhere, in dorm rooms or off-campus apartments or bars, a lot of college kids were watching TV. Just how many and how much they were watching was not known.
It turns out to be a sizable amount.

More than one-fifth of 18-34s are college students, and they do more than half of their TV watching outside of their parents' home. When that is included in 18-34 measures, the audience rises 15 percent.

The study, by Total-TV Audience Monitor, found that 54 percent of college student viewing takes place in venues not measured by Nielsen--those dorm rooms, off-campus apartments and bars--and that a third of all adults 18-34 who watch television in such venues in an average week watch no television at home.

Total-TV Audience Monitor conducted its research using a panel of 1,017 two- and four-year college students and graduate students. The panel tracked their viewing in diaries over the month of October 2005.

That sample group represents a significant population of young people: 22 percent of 18-34s are college students, or some 16.9 million Americans. And of that number, 74 percent live away from home during the school year, according to T-TAM.

"It's surprising how large the college student population actually is," says Lynnae Psaras, vice president at T-TAM. "I've always wondered how networks could talk about their 18-34-year-old audience and leave out so many viewers who are away at school."

In fact, T-TAM's report comes as Nielsen Media Research is preparing to include students' out of home viewing in ratings. According to a Nielsen spokesperson, a pilot study of college students' viewing confirms T-TAM's 15 percent out of home findings. But details as to the size and composition of Nielsen's upcoming college panel are uncertain as yet. Says the spokesperson: "The measurement that we're going to do is an extension of our in-home ratings, so if a panel household has a student in college, then we will include them."

Here are some other findings of the T-TAM study:
Male and female students watch at significantly different hours. Men are most likely to watch on weekends from 1 p.m. to 4 p.m., while women are most likely to be watching any day from 8 p.m. to 11 p.m.

As to where they're watching, 46 percent of viewing takes place in permanent homes, 37 percent watch in off-campus housing, 16 percent watch at on-campus locations including dorms, and just 1 percent of TV viewing takes place in bars or restaurants.

Viewing also varies by place of residence. Students living on campus watch three hours less per week than those living off campus, according to the study. And on average, those who live on campus do only 1.32 hours, or 9 percent of their weekly viewing, in-home, while the rest of their viewing for now goes uncounted.

While students who live away from home watch less television than their counterparts, 81 percent have TV sets in their rooms, 68 percent have cable, 26 percent have digital cable and 9 percent have satellite television. Some 13 percent have digital video recorders.

The study also found that in the average 15-minute viewing span, the college audience was split between broadcast (48 percent) and ad-supported cable (46 percent) viewing. Pay cable, video on demand, public television and other content account for the other 6 percent.

Network series constitute 27 percent of students' viewing and were the top genre overall. Sports and sports-related programming was No. 2 at 18 percent overall but No. 1 for men. Syndicated programs was No. 3 at 13 percent, followed by movies (10 percent) and talk shows (9 percent).

Samantha Melamed is a staff writer for Media Life.

Study: Web is the No. 1 Media
By Candace Lombardi, Staff Writer, CNET News.com, News.comCNETJune 05, 2006

Web media is the dominant at-work media and No. 2 in the home, according to a new report from the Online Publishers Association.

The Web also ranked as the No. 1 daytime media.

A research project, conducted by Ball State University's Center for Media Design, tracked the media use of 350 people every 15 seconds. The subjects represented each gender, about equally, across three age groups: 18 to 34, 35 to 49 and 50-plus. The people were monitored by another person for approximately 13 hours, or 80 percent of their waking day.

"Someone actually came into their homes and workplaces and had a handheld computer, every 15 seconds registering their media consumption and life activities," Pam Horan, president of the Online Publishers Association (OPA), told CNET News.com.

According to Horan, this is the first type of study of its kind. Previously, consumers were monitored for media usage by phone survey or diary method.

Not surprisingly, newspaper use peaked in the morning; that print media was consumed by 17 percent of the subjects between 8 a.m. and 11 a.m. When this media was combined with Web consumption, the potential reach for advertisers climbed to 44 percent. During the same morning period, the number of consumers using magazines jumped from 7 percent to 39 percent, and from 44 percent to 62 percent for television.

"The point is that there is an incremental reach that someone can gain by putting together a multimedia campaign," Horan said.

A conservative estimate from the study says 17 percent of overall media is consumed via the Internet, and Horan notes that other researchers like Forrester have placed that number even higher.

The OPA-commissioned study also used census data to determine the spending habits of its 350 monitored subjects. Web dominant consumers' retail spending averaged $26,450, while the TV-dominant group's spending averaged $21,401.

Yet, studies have shown that only about 8 percent of advertising goes to the Internet, Horan said.

"I hear more and more from marketers that they have shifted their business to be more responsive and realign. There is an active movement by traditional advertisers to be able to explore platform strategies," Horan said. She believes that research studies are attracting the attention of advertisers and media buyers and may result in a faster shift in advertising dollars to match the actual statistics of consumer media usage.

Others agree.

In March, the Pew Internet and American Life Project published a report that found more than 50 million Americans per day in 2005 used the Web as their primary news source. It also noted that news gathering was the third most popular Internet activity. A research report released that same month from the Association of National Advertisers, in conjunction with Forrester Research, indicated that advertising money would likely follow those people.

Researchers conducting the OPA study also found a consistently direct correlation between offline referrals to Web sites and Web traffic. When PBS tells people they can find more info about the topic being discussed on PBS.org, people do go to that Web site. The same was found for print media referrals to online counterparts like the New York Times and NYTimes.com.
CNET Networks is a member of the Online Publishers Association. OPA's Eyes on the Internet 2006 Tour is sponsored by CBS Digital Media, CNET Networks, the New York Times Media Company and Reuters.com, among others.

Milestone: Cable Widens Lead in 18-49s

From Media Life, April 21, 2006By Kevin Downey

“Every year, more of the audience shifts from broadcast to cable, but recently cable has been picking up steam because of original programming, as opposed to the 1990s when it was due to coverage gains.” John Spiropoulos, V.P., MediaVest.

With just weeks to go before the upfront market breaks, the broadcast networks are facing yet more bad news: Their long dominance among adults 18-49 is all but over.For the first time, ad-supported cable can claim a larger share of the coveted 18-49 audience in primetime for the broadcast season through late March.

Further, broadcast’s prospects for reclaiming that lead in the last weeks of the season appear slight, all but ensuring cable’s first season win ever in the demographic.Much of cable’s rising share can be attributed to its own growth, as it commands increasing amounts of viewers’ attention.

But it also reflects the broadcast networks’ faltering on key nights. NBC’s 25 percent dip and CBS’s 7 percent decline on Thursdays this year, for example, have opened things up for cable on a night that was long the most powerful of the week for broadcast.

Cable’s share of the 18-49 audience is up to 42 percent for the period Sept. 19 through March 26, from 41 percent during the same timeframe last year. The six broadcast networks’ share dipped to 40 percent from 42 percent, according to an analysis of Nielsen Media Research data released last week by media buying agency MediaVest.

As a point of comparison, the networks claimed 46 percent of the 18-49 audience four years ago, when cable’s share was only 37 percent.To make matters worse, the broadcast networks aren’t likely to ever reclaim dominance in primetime, predicts John Spiropoulos, vice president and group research director at MediaVest.

“The number of cable networks out there that continue to grow is driving this,” he says. “This is not necessarily due to anything other than the fact that people are exercising their options in terms of expanding their viewing pool for the programs they are looking for.”

Cable’s share of the primetime audience has been steadily climbing for years. In fact, it has ranked No. 1 in households since the 2003-04 season.

In the past, cable’s growth largely reflected its growing penetration. As more subscribers signed on, ratings went up. But today, with cable and satellite penetration leveling off at about 85 percent, ratings are increasing simply because viewers in the 18-49 demographic increasingly prefer cable programs to network shows.

“Every year, more of the audience shifts from broadcast to cable, but recently cable has been picking up steam because of original programming, as opposed to the 1990s when it was due to coverage gains,” says Spiropoulos. “For cable to continue this kind of growth, it will become more dependent on the amount of money it invests in original programming.”

As a result, he says, the cable networks are touting a slew of original productions in this year’s upfront presentations.Cable’s lead in the 18-49 demographic this season has been exacerbated by the broadcast networks’ troubles, notably on Saturday and Thursday nights.

On Saturdays, the broadcast networks have essentially stopped programming in favor of putting costly productions on ad-rich weeknights. The broadcast networks’ aggregated rating on Saturdays so far this season is only a 7.2, compared to cable’s 16.1 rating.

Cable doesn’t yet have the lead on Thursday night, but its rating is growing as the broadcast networks are losing viewers. Cable’s 18-49 rating this season is a 14.4, up 6 percent, while the broadcast networks have a 17.6 rating, down 7 percent.

This trend began a few years back when NBC’s ratings tumbled after “Friends” went off the air.

Now, CBS is having problems on the night, says Spiropoulos.“Cable’s growth is not only on Saturday night, but it’s also on Monday and Thursday. Thursday is key,” he says. “That night is important for cable if they want to combat the broadcast networks. And in recent weeks, we’ve seen some pretty significant weakness with CBS’s lineup on that night.”

Super Bowl improves with final ratings

Most-watched in 10 years with 90.7 million

By Diego Vasquez Feb 7, 2006

The Pittsburgh Steelers won their first Super Bowl title since the 1970s, and ABC also made a bit of history: the most-watched Super Bowl game since 1996.

According to updated ratings released late yesterday, the game averaged a 41.6 household rating, up a half a point from last year’s 41.1 rating for the game between the New England Patriots and Philadelphia Eagles.

Early metered market ratings from 56 cities published yesterday by Media Life indicated that the game had slipped 3 percent year to year. But those don’t reflect the 210 total markets measured by Nielsen, nor do they reflect totally accurate time period data. It’s not uncommon for final ratings to flip for an event as big as the Super Bowl.

The game averaged 90.7 million total viewers, about 5 percent more than last year’s 86.1 million viewers. The 1996 Super Bowl averaged 94.1 million, the most in Super Bowl history.

The game got especially strong tune-in in Pittsburgh, which averaged a 57.1 household rating, and Seattle, which averaged a 55. The Steelers beat the Seahawks 21-10 in what many sportswriters described as a dull game, as Seattle never seriously threatened to score during the fourth quarter.

But positive buzz about the advertisements, as well as the somewhat close score, likely kept viewers tuning in.

Among adults 18-49, ABC's rating was up slightly over last year. The game averaged a 34.6 in that demo, up 4 percent over last year's 33.2 on Fox.

ABC easily finished first for the night among 18-49s, according to Nielsen overnights, with a 28.7 average rating and 57 share from 7-11 p.m. Fox was second at 2.1/4, CBS third at 1.6/3, NBC fourth at 1.3/3 and the WB fifth at 0.6/1. Ratings for Univision weren’t immediately available.

At 7 p.m. ABC led with a 32.3 rating among 18-49s for its coverage of Super Bowl XL. Fox was second that hour with a 1.4 for an hour of “Simpsons” repeats, NBC third with a 0.9 for “Dateline,” CBS fourth with a 0.7 for “60 Minutes” and WB fifth with a 0.4 for the first of three “Beauty and the Geek” repeats. ABC led again at 8 p.m. with a 31.8 average for its continued coverage of the Super Bowl.

Fox remained second with a 2.4 for repeats of “The Simpsons” and “Family Guy,” with CBS third with a 1.5 for a repeat of “Criminal Minds,” NBC fourth with a 0.8 for a “Crossing Jordan” rerun, and WB fifth with a 0.6 for another “Beauty and the Geek” repeat.

At 9 p.m. ABC led again with a 31.2 average for the Super Bowl. Fox held onto second place with a 2.4 rating for an hour of “Family Guy” repeats, with CBS third with a 2.0 for a repeat of “Cold Case,” NBC fourth with a 1.2 for another “Crossing Jordan” rerun and WB fifth with a 0.7 for its last repeat of “Beauty and the Geek.” During the 10 p.m. hour, ABC led once more with a 19.4 average rating for the end of its Super Bowl coverage and the beginning of “Grey’s Anatomy.”

NBC moved into second with a 2.4 for a repeat of “Law & Order: Criminal Intent” and CBS was third with a 2.2 for a repeat of “CSI: Miami.” Among households, ABC led the night with a 34.6 average rating and a 52 share. CBS was second at 4.1/6, NBC third at 3.5/5, Fox fourth at 2.7/4 and WB fifth at 0.9/1.

Cable's big break: Winning in 18-49s

Now beating broadcast in the desired demo

By Kevin Downey Dec 9, 2005

The broadcast networks are accustomed to the drill by now, but familiarity certainly doesn’t make this latest setback any easier.Having lost its dominance in household ratings to cable television nearly four years ago, network TV is now losing its dominance in the 18-49 demographic that broadcasters rely on for a good chunk of revenue.Ad-supported cable TV for the first time ever at this point in the season is beating broadcast in 18-49s.

Cable has been ahead of broadcast for a week or two early in the season, but it’s never held onto that lead this late in the fall before.

Cable TV’s share of the 18-49 audience in primetime through the first 11 weeks of the season is 42.3 percent, compared to network TV’s 41.7 percent, according to a year-end ratings analysis issued on Wednesday by Time Warner’s Turner Broadcasting. Cable is up from 40.5 percent the same time last season while the broadcasters have dipped from 42.8 percent.

What makes it all the more troubling is that it comes at a time when network TV is going through what some media people call a renaissance.ABC’s ratings, of course, are rebounding with hits like “Desperate Housewives,” “Lost” and “Grey’s Anatomy.” CBS trails No. 1-ranked ABC by only one-tenth of a point in the demographic it had long struggled to attract. Fox had its first season-long win in 18-49s in 2004-'05 and, with “American Idol” returning next month, may very well do the same this year.Even NBC, with its dramatic ratings declines, has come out of a sitcom drought with hit “My Name is Earl.”

But, no matter, cable TV is continuing to chip away at the broadcast audience.“This does not surprise me, particularly the aggregate [ratings], because cable has a lot more programs for people to surf around within than the big six broadcast networks,” says Susan Hajny, broadcast research manager at GSD&M.“The younger demographic is more apt to be a channel-surfing demographic and it’s also more apt to be a program viewer as opposed to a network viewer.”

Cable’s climb has been steady and dramatic. In fact, at this point in the 2000-'01 season, cable’s share in the demographic was 33.9 percent to the networks’ 49.1 percent.Meanwhile, Turner reports that cable’s most-watched networks among adults 18-49 for the year so far are TNT, USA, TBS, ESPN, Spike, Lifetime, FX, MTV, Sci Fi and Comedy Central. Each network except ESPN and MTV is up from last year.Still, the broadcast networks can take consolation in remaining the dominant of the two in ad revenue.

While the broadcaster’s share of the household audience in primetime this year is 42 percent, its share of ad revenue is 69 percent. Ad-supported cable’s household share is 55 percent, but Turner estimates that its share of advertising is only 31 percent.That is directly linked to the continuing disparity between top-rated network and cable shows.Advertisers have few options outside of network TV to reach many millions of 18-49s in one shot. Individual cable programs aren’t making much headway in generating comparable numbers.

As a point of comparison, network’s most-watched show in 18-49s is “Desperate Housewives,” reaching an average 14.3 million people for the week ending Dec. 4. Cable’s top original series so far this year is FX’s “Nip/Tuck,” which averaged a sizeable but relatively paltry 2.6 million viewers.

“There are exceptions, there are cable programs that pop, but for the most part the networks are still providing the reach vehicles,” says Hajny. “And they have the big-rated shows like ‘Desperate’ that provide potential for reach and that have a higher dollar value than several smaller networks.”

Kevin Downey is a staff writer for Media Life

Newspaper Circulation Falls 2.6 Percent

Nov 07 10:12 AM US/Eastern
By SETH SUTELAP Business Writer
NEW YORK

Average weekday circulation at U.S. newspapers fell 2.6 percent in the six month-period ending in September, the latest sign of trouble in the newspaper business, an industry group reported Monday.

Sunday circulation also fell 3.1 percent at newspapers reporting to the Audit Bureau of Circulations, according to an analysis of the data by the Newspaper Association of America.
The declines show an acceleration of a years-long trend of falling circulation at daily newspapers as more people, especially young adults, turn to the Internet for news and as newspapers cut back on less profitable circulation.

In the previous six-month reporting period ending in March, weekday circulation fell 1.9 percent at U.S. daily newspapers and Sunday circulation fell 2.5 percent.
Circulation at the country's three largest newspapers was relatively stable, but many others showed significant declines.

Gannett Co.'s USA Today, the largest-selling daily, slipped 0.6 percent from the same period a year ago to 2,296,335; The Wall Street Journal, published by Dow Jones & Co., fell 1.1 percent to 2,083,660; and The New York Times Co.'s flagship paper rose 0.5 percent to 1,126,190.

Of the rest of the top 20 newspapers reporting, all but one, the Star- Ledger of Newark, posted declines generally ranging between 1 percent and 8 percent. The San Francisco Chronicle, published by Hearst Corp., posted a 16.4 percent tumble in circulation.
___
On the Net:
Newspaper Association of America:
http://www.naa.org

MORE BAD NEWS!!! UPDATE!!!

Newspapers Appear to Be Dying, but Who Will Miss Them?
The Philadelphia Daily NewsNovember 29, 2005

I'm slightly embarrassed by the bagpipe dirges played when American newspapers drop employees like autumn leaves. Some columnists practically bawled over the accelerating decline and decay of American newspaper.

How many tears rolled down columnists' cheeks when GM announced it would cut 30,000 jobs by 2008? Their self-pity showed that some journalists believe the planets orbit around them.
Newspapers seem to be dying and that brings on the tears. When dinosaurs went extinct, who cried?

No one. Unlike newspapers, dinosaurs couldn't write their own obituaries.

Like dinosaurs, newspapers have massive bodies and brains the size of walnuts.

They give away their product for free on the Internet, then run in circles squawking like chickens when circulation goes down like the Titanic.

Even the dimmest hooker knows to get paid upfront. "Put the money on the dresser, honey."

But suicidal corporate geniuses leaped into the Internet before figuring how to get the money off the dresser. Because everyone else was doing it, newspapers raced to post content on the Net for free, which is like burning furniture to warm your house. Eventually you're left in the cold with no place to sit.

In addition to dumb, newspapers were dishonest. Some big ones falsified circulation numbers. Some reporters were revealed as cheats. Credibility tumbled.

Newspapers scrambled for circulation with futile schemes that could have been devised by Wile E. Coyote. Some offered sudoku, some tried Lucky Bucks, many inserted color posters of athletes. Nothing worked; the idea tank is dry.

Since a lingering death is painful (and embarrassing), newspapers should accept a quick, honorable death _ and just shut down. (Yes, my pension is safe.)

A "product" so out of touch with today shouldn't hang around like seagulls over a landfill.
And they're not. Daily newspapers are dropping dead almost as fast as daily newspaper readers.

Newspapers are an "old peoples'" medium in a youth-dominated market. Worst of all _ they are not cool.

Newspapers destroy forests and create litter.

Once printed, they are thrown into CO2-belching trucks that clog highways and irritate commuters. When you pick up the "product," your hands get dirty.

Newspapers are hobbled by the labor-intensive technology of Ben Franklin, a publisher who could ignore the baying of Wall Street wolves.

Anyway, most people now say they get their "news" from the Internet and TV. That's why everyone is so smart and so well-informed about the world around them.

If there were no stodgy newspapers to set the agenda with boring stuff like government, world news, politics and finance, TV news would be free to give viewers what they want _ more weather, cute animal videos, traffic accidents, house fires and "special reports" on the dangers (or promise) of cosmetic surgery.

The dilemma: While people get their news from the Internet, the Internet gets its news from newspapers. Without newspapers, who provides the content?
Bloggers!

Blogs are an excellent source of "news," much of it overheard and passed along by the blogger's girlfriend. If she's sick, the blogger can make something up. No editors or accountability gum up the works.

When you tire of the "news" (in a minute or two), you are just a mouse click away from porn.
Newspapers can't touch that.
___

ABOUT THE WRITER
Stu Bykofsky is a columnist for the Philadelphia Daily News. Readers may write to him at the Daily News, 400 North Broad Street, Philadelphia, Pa. 19130, or via e-mail at stubyko@phillynews.com.
___

(c) 2005, Philadelphia Daily News.
Visit Philadelphia Online, the World Wide Web site of the Philadelphia Daily News, at http://www.philly.com/
Distributed by Knight Ridder/Tribune Information Services.
For information on republishing this content, contact us at (800) 661-2511 (U.S.), (213) 237-4914 (worldwide), fax (213) 237-6515, or e-mail reprints@krtinfo.com.

World Series Is Lowest-Rated Ever
Oct 27 10:44 PM US/NEW YORK --Associated Press

The Chicago White Sox's first world championship in 88 years was also the lowest-rated World Series ever.

Chicago's four-game sweep of the Houston Astros averaged an 11.1 national rating with a 19 share on Fox. That's down about 7 percent from the previous low, an 11.9 with a 20 share for the 2002 World Series between the Anaheim Angels and the San Francisco Giants.

While the 2002 World Series, which went seven games, rated higher overall, it was only averaging an 11.0 through four games.

This year was a drop of almost 30 percent from last year's series, in which the Boston Red Sox swept the St. Louis Cardinals for their first title in 86 years. That had a 15.8 rating with a 25 share.

Wednesday night's 1-0 Chicago win had a 13.0 preliminary national rating with a 21 share. It was the highest-rated prime-time show on Fox since the final of "American Idol" in May, but still not enough to save the series from being the lowest-rated. Despite rating so low in comparison to other World Series, the four games of this series were each the highest rated prime-time network programs on their respective nights.

**Note to Readers--I added this story to my blog to show the true POWER of cable over broadcast programming. Fox is a broadcast network--If the World Series games were shown on ESPN or ESPN 2--I am sure the ratings would have been higher. When looking at buying your television advertising--Cable is the Winning Investment! Low Cost/High Return! Buy advertising that your customers will see! The next time you need to advertise your business, organization, or event--Please call me (814) 235-1783 ext 286, I will share all of the local and national research information that will help you make quality advertising decisions. My goal is to work harder for you and make you successful!
---Don Mast ***

Consumers aren't pulling in the reins
on Holiday spending

©2005 Radio Business Report/Television Business Report, Inc.

Consumers will be feeling the spirit of the season when they hit the stores for their holiday shopping, according to the findings of the latest National Retail Federation survey. The NRF 2005 Holiday Consumer Intentions and Actions Survey, conducted by BIGresearch, found that the average consumer plans to spend 738.11 this holiday season, up 5.1% from the previous year. Furthermore, consumers will spend an additional 86.62 on themselves. The survey is in line with NRF's holiday sales forecast, announced last month, which expects total holiday retail sales to increase 5.0% over last year to 435.3 billion.

"Just as retailers plan ahead for holiday sales and promotions, consumers plan ahead and budget for the holidays," said Tracy Mullin NRF CEO. "With extra money tucked away to spend on what's important, shoppers will be hitting the stores and spending on their loved ones, and on themselves."

Shoppers will be scooping up a variety of merchandise this holiday season. According to the survey, consumers will be dedicating the majority of their holiday spending to gifts for family (421.30) and friends (78.99). Their generosity will also spread to the other people in their lives, with consumers planning to spend 21.05 on co-workers and 44.16 on gifts for other people, including babysitters, teachers and clergy. Other items holiday shoppers will purchase this year include decorations (40.86), greeting cards and postage (28.22), candy and food (87.75), and flowers (15.78).

Consumers aren't forgetting to pick up a few items for themselves while shopping. According to survey results, consumers will spend an additional 17.68 billion on non-gift purchases for themselves or their families this holiday season. Men will be the most generous when it comes to treating themselves, with the average male spending 108.87.

Consumers have not forgotten to add a few of their favorite items to their wish lists. Books, CDs, DVDs, videos, and video games once again remain popular items, with 55.5% of consumers hoping to receive something in that category. Apparel is also another gift favorite, with 54.4% hoping to receive clothing or accessories this year. Other popular items on their lists include gift cards (52.3%), consumer electronics (38.4%), jewelry (26.4%), and home décor (23.3%).
When it comes to choosing where to purchase holiday items, shoppers are looking for a deal.

More than one-third of consumers (37.9%) said that sales or price discounts are the most important factor in their decision to purchase from a particular store. Selection is also important, with nearly a quarter (23.1 %) of consumers polled ranking selection of merchandise as a top factor, while other consumers chose where to shop based on quality of merchandise (11.0%) or location (6.5%). Consumers also appreciate good, knowledgeable customer service, with 3.7% saying it was the most important factor when choosing where to shop.

Many consumers have already gotten head start on their holiday shopping. According to the survey, 15.3% of consumers started their holiday shopping before September with an additional 6.3% starting last month. Retailers are seeing more holiday shoppers in their stores, with 18.5% of consumers saying they planned to begin in October. More than one-third of consumers (37.4%) will begin their holiday shopping in November and nearly one in four (22.5%) will wait until December.

Roaring Ratings

ESPN's Saturday pregame show before Penn State's upset of Ohio State drew a record audience and the game itself was the second most-watched of any regular-season match up on the cable network.

The Nittany Lions' 17-10 victory averaged 4,435,000 households and a 4.9 rating. Only the Florida State-Miami game on Oct. 8, 1994, drew a bigger audience.

The College Game Day telecast from State College, Pa., on Saturday averaged 1,861,000 households and a 2.1 rating.

- Associated Press

GO PENN STATE!!!

In broadcast's big week, cable won out

winning premiere week for a second year!

By Abigail Azote Sep 28, 2005

The broadcast networks went gaga promoting their new shows to kick off the new season. But all the pomp and pageantry was not enough to steal viewers away from cable networks. Basic cable more than held its own against the broadcast networks in a time that’s usually one of broadcast’s strongest, premiere week.

For the week ended Sept. 25, the first full week of the new season, ad-supported cable averaged a 43 share among viewers 18-49 in primetime, compared to the 41 share by the six broadcast networks. Cable’s share was up 5 percent from the comparable week last season, while broadcast’s was down 7 percent.

The difference is more dramatic among households. Cable had a 54 share versus broadcast’s 45, representing a 20 percent difference between the two. This is the second year in which cable surpassed broadcast during premiere week. Says Lifetime executive vice president of research Tim Brooks: “Clearly, cable viewership isn’t even impacted by broadcast premieres.”

At least some of the credit for last week's viewing surge goes to Hurricane Rita, which drove up audience numbers for all the news networks. Fox News was the top-ranked cable network among households last week.

“People now habitually turn to cable for coverage of a breaking story,” says Brooks. “That, added to the strength of entertainment cable networks, is what’s driving the strong showing for cable.”

“It’s just a continuation of what happened the last year,” Ira Sussman, vice president of research for the Cable TV Ad Bureau, says.

Other factors that contributed to cable’s strong performance last week include the premiere of FX’s “Nip/Tuck,” which averaged a network record 5.3 million total viewers last Tuesday and outdelivered ABC among 18-49s, and ESPN’s “Monday Night Football” special to raise money for Hurricane Katrina victims.

Meanwhile, in other cable ratings for the week ended Sept. 25:

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

Top five networks in primetime (total viewers): ESPN, Fox News, CNN, USA, TNT

Top movie (18-49s): TBS’s “The Waterboy” (Sunday 11 a.m.) 1.55 million

Top sporting event (total viewers): ESPN’s “Sunday Night Football” (Sunday 8:28 p.m.) 9.75 million

Shows making the top 10 among 18-34s, 18-49s and 25-54s: ESPN’s “Sunday Night Football” (Sunday, 8:28 p.m.); FX’s “Nip/Tuck” (Tuesday, 10 p.m.); Spike’s WWE Entertainment (Monday, 10 p.m.); ESPN’s NFL Game: Giants v. Saints (Monday, 8:50 p.m.); Spike’s WWE Entertainment (Monday, 9 p.m.); ESPN’s NFL Prime Time (Sunday, 7:30 p.m.)

Show on the rise: Yankees vs. Orioles, YES Network, Thursday, 7 p.m. There is something on cable that can beat “CSI,” at least in one market: With the New York Yankees in the playoff race, the YES Network drew huge ratings in New York among men 18-49 and 25-54 last week, culminating in Thursday’s game with the Orioles. The network outdelivered ABC, NBC, CBS and UPN that night, with a 4.6 men 18-49 rating and 5.0 men 25-54 rating.

Show on the decline: “Sportscenter,” ESPN, Sunday, 11:50 p.m. As the football season gets underway, “Sportscenter” will get a boost in ratings. But Sunday the ESPN show was down 11 percent from the week prior, to 2.1 million viewers 18-49.

Third quarter ratings: Katrina also boosted the news networks during third quarter. Though TNT was tops in primetime with 1.16 million viewers 18-49 and 2.7 million total viewers, the news networks saw some of the biggest gains.

Fox News rose 24 percent over last year in 18-49s, to a 14th-place 504,000, and placed second among total viewers at 2.27 million, up 29 percent over last year. CNN was 13th among total viewers with 1.13 million, up 28 percent, and 24th in 18-49s with an average 321,000, up 65 percent. CNN Headline News and MSNBC tied with an average 421,000 total primetime viewers, though Headline News was up 108 percent and MSNBC just 12 percent.

Oddly, the Weather Channel was down 12 percent to an average 513,000 total viewers.

Adult Swim, Cartoon Network’s post-primetime lineup from 11 p.m. to 6 a.m. daily except Friday, averaged a basic cable record 408,000 18-34s and also set a record among men 18-34 with 252,000.

KATRINA DISASTER RELIEF

Support for Katrina Victims can be sent to the North American Mission Board of the SBC:
Online: www.namb.net/disasterelief -Or-
http://www.namb.net/root/beonmission/donations/

Then Jesus said, "Come to me, all of you who are weary and carry heavy burdens, and I will give you rest" (Matthew 11:28, NLT).

Hurricane Katrina Response DonationsSouthern Baptist Disaster Relief FundToll-Free: 1 888 571-5895Mail: PO Box 116543, Atlanta, GA 30368-6543 (make checks payable to North American Mission Board)

Louisiana Disaster Relief Fundc/o Louisiana Baptist Convention PO Box 311 Alexandria, LA 71309

Mississippi Disaster Relief Fund c/o Mississippi Baptist Convention Board 515 Mississippi St. PO Box 530 Jackson, MS 39205-0530

Alabama Disaster Relief Fund Alabama Baptist State Board of Missions 2001 East South Blvd. Montgomery, AL 36116

At this time, in-kind donations (e.g. food, clothing, etc.) are not being received due to logistical issues. Please continue to check back, as we are working on a process to accept your in-kind donations.

(EVERY DOLLAR WILL GO TO DISASTER RELIEF--NO FUNDS WILL BE USED FOR ADMINISTRATION COSTS)

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.