Automobiles symbolize a lot. Their very existence is an emblem of American innovation, automobiles are freedom to journey the open highway and — my favourite — they’re an extension of your private model.
Perhaps it’s as a result of I grew up in Michigan, however I’ve all the time beloved automobiles. My mother and father (perhaps foolishly) bolstered that love by shopping for me a brand-new Dodge Neon shortly after I turned 16. My love of automobiles rapidly grew to become a love of recent automobiles, and as I’ve gotten older and my spending energy has elevated that love has solely grown deeper. You already know who else actually loves new automobiles? Newspaper readers.
A January article in Editor & Writer (E&P) solidified that truth sharing a latest multi-market evaluation by The Media Audit that discovered newspapers ranked as a prime media affect for automotive shoppers, together with these seeking to spend greater than $50,000 on their subsequent automobile.
From the article, “The research, based mostly on The Media Day Evaluation for Heavy Publicity to Media, reveals that 29% of adults 18+ who plan to purchase or lease a brand new automobile within the subsequent yr are closely uncovered to newspapers, inserting print media among the many only platforms for reaching engaged automobile consumers. Moreover, newspapers exhibit sturdy penetration amongst high-value consumers, together with these desiring to spend over $50,000 per automobile.”
Our long-standing automotive purchasers like Jim Riehl Pleasant Auto Group, Vic Canever Chevrolet, Shea Chevrolet, Randy Sensible, Milnes Ford, Wally Edgar Chevrolet, Skalnek Ford, LaLonde Chrysler, Todd Wenzel Buick GMC and others can attest that newspapers are one of the best ways to attach with their prospects and in flip place frequent and constant advertising and marketing messages among the many pages for our 21 locally-owned group newspapers throughout the state of Michigan.
Newspapers ranked second within the survey solely behind podcasts, which influenced 29.2% of adults seeking to buy a automobile. From the article “Different media platforms, resembling unsolicited mail (24.7%), radio (22%), outside promoting (20.5%) — and TV at solely 11.6% — rank decrease of their skill to attach with potential automobile consumers.”
It is rather attention-grabbing to notice the mixed energy of newspapers and unsolicited mail in reaching possible automobile consumers. The overwhelming majority of View Newspaper Group’s printed newspapers are delivered to our readers by the U.S. Postal Service. Whereas there may be some overlap in automobile consumers’ media publicity, the evaluation exhibits that print delivered through U.S. Mail holds vital affect with these consumers.
As we and all of our purchasers — each inside and outdoors of the automotive trade know — newspaper readers aren’t solely searching for automobiles. They’re searching for meals, healthcare, self-care, insurance coverage, houses, furnaces, air conditioners, flooring, water heaters, completed basements, recreation, eating places, home equipment, swimming pools, pest management, journey, colleges, faculties, retirement houses, funeral companies and a lot extra. Time and time once more these purchasers place their promoting {dollars} and message throughout the pages of our newspapers as a result of newspapers show to be the best place to attach with shoppers.
The E&P article affirms this concept. “This knowledge reinforces the enduring energy of newspapers as a trusted and deeply participating medium for shoppers making high-value buying selections,” mentioned Phillip Beswick, CEO of The Media Audit. “For automotive entrepreneurs, newspapers stay a strategic and results-driven alternative to achieve knowledgeable and motivated consumers.”
The E&P article highlights one other necessary indisputable fact that we speak about quite a bit at View Newspaper Group, media habits proceed to evolve, and at this time that’s typically pushed by digital litter. Purchasers must put their advertising and marketing {dollars} and messages in a trusted supply that holds’ a client’s consideration lengthy sufficient to share necessary model attributes of their merchandise.
From the article, “As media consumption habits evolve, conventional platforms like newspapers proceed to show their worth — providing a extremely focused and trusted channel for high-intent consumers … These insights current a compelling alternative for automotive advertisers, significantly in an period the place digital litter and fragmented media consumption pose challenges for manufacturers seeking to successfully have interaction shoppers … ‘Newspapers present that bridge, providing an atmosphere of credibility and targeted engagement that digital advertisements typically battle to match,’ added Beswick.”
And bear in mind, newspaper readers have cash to spend. From the article, “The Media Audit’s findings present that 11.5% of adults planning to spend over $50,000 on a automobile are closely uncovered to newspapers.”
The workforce at View Newspaper Group is aware of that heavy publicity to newspapers is true for our readers, a few of whom are served by not only one, however two View Newspaper Group publications of their group. Total our merchandise cowl 13 Michigan counties reaching greater than 335,000 households every week, plus an extra 500,000 month-to-month on-line readers. If you happen to’re seeking to join with well-informed shoppers who’re able to spend cash in your product, contact me at ecaswell@mihomepaper.com.
And in honor of our shared love of automobiles, I must know, what was your first automobile and what automobile are you searching for subsequent? E-mail me at ecaswell@mihomepaper.com.
Emily Caswell is the Model Supervisor for VIEW Group, the branding division of View Newspaper Group.
