Dig­i­tal is just the job

When tar­get­ing buy­ers in spe­cific cat­e­gories, it’s use­ful to look at the ef­fect print and dig­i­tal edi­tions have on cam­paign ef­fi­ciency,

The Works - - MULTIPLATFORM - writes BRIAN ROCK

Dig­i­tal edi­tions cre­ated by news­pa­pers of­ten achieve im­pres­sive reach re­sults for spe­cific mar­ket seg­ments.

Let’s look at Travel and its top 20 per­cent of spenders on hol­i­days and air­fares.

News­pa­per me­dia reaches 81 per­cent of this lu­cra­tive tar­get over a four-week pe­riod, com­pared with 69 per­cent if you ex­tract the print num­bers.

Dig­i­tal edi­tions have the edge in terms of ef­fi­ciency. Read­ers are more likely to travel (6% above the av­er­age), and they’re more likely to be big spenders (10% more likely to be in the top 20% of hol­i­day and air­fare spenders).

For tablets and smart­phones, the ef­fi­cien­cies are even more pro­nounced.

Those who read news­pa­per con­tent on their phone are 15 per­cent more likely to travel, and they are 22 per­cent more likely to be among the big spenders.

Tablet read­ers are 18 per­cent more likely to travel, and 33 per-

cent more likely to be in the top 20 per­cent of spenders.

As a gen­eral rule, the more high-end the seg­ment, the more the dig­i­tal edi­tions add in terms of ef­fi­ciency.

Hav­ing a higher pro­por­tion of the bud­get in dig­i­tal edi­tions is op­ti­mal here.

How­ever, for cam­paigns aimed at a broader tar­get, the ad­van­tages aren’t as sig­nif­i­cant and let­ting the print edi­tions do most of the work is the bet­ter strat­egy.

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