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,
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.