Why are Marketers jostling for the Sunday Mail or Thursday Herald prime spots?

Why are Marketers jostling for the Sunday Mail or Thursday Herald prime spots?

By Benjamin Juru

I presented recently at the AMH Digital workshop where I spoke on the theme migrating from traditional to digital. I shared some thoughts on how marketers can and should take advantage of the abundant opportunities in digital media and particularly social media. As a follow up to that, I felt compelled to write a piece to buttress the point that traditional media is going down and the time to migrate to digital media is now or face the inevitable reality of becoming redundant and irrelevant as a marketer. 

 

I deliberately chose this title after observing how local marketers battle and jostle for space in pages 5 and 7 of the Sunday Mail and the Thursday Herald newspapers. The jostling is so bad that the these local publications are at times cornered by bigger clients who muscle their way in to get these “prime spots”.  The reason why traditional marketers are battling for space is simply because the Sunday Mail and Thursday Herald are more popular than other publications because of the inserts, job sections and also has the highest print run, of course assuming more people want to buy to access the job alerts! I would like to, in the next paragraphs demonstrate how some of us are wasting company funds by continuously placing press ads in the local papers. First let’s look at this table:

Below is a table showing the costs of advertising in popular publications.

Publication

Spot

Cost ($)

Daily Print Run

Sunday Mail

Full Page

5,278

80,000

 

Half Page

2,639

80,000

 

27 x 5

1,319

80,000

Thursday Herald

Full Page

4,166

75,000

 

Half Page

2,083

75,000

 

27 x 5

1,041

75,000

NewsDay

Full Page

3,696

40,000

 

Half Page

1,848

40,000

 

27 x 5

1,782

40,000

Daily News

Full Page

2,242

30,000

 

Half Page

1,121

30,000

 

27 x 5

1,081

30,000

Source: Zimpapers and NewsDay Advertising Costs 2013

From the above, it’s crystal clear that advertising in our local papers is pretty expensive, the cost per reach per 1000 is $0.063 for the Sunday Mail, well assuming of course the 80,000 copies have all being fully sold out and all of them have seen your ad.

Now let’s go back to our original discussion, our traditional marketers are scrambling to reach 80,000 souls at a once off cost of $5,2K with a full page advert? Now if you give me, a digital marketer $5,000 to spend on a campaign this is how I will spend the money.

Tool

Media

Channel

Cost ($)

Reach

SEM

Google Adwords

Text  Ads

500

350,000

 

 

Banner Ads

500

350,000

Social Media

Facebook PP Click

Promoted Post

1,000

400,000

 

 

Promoted Page

1,000

400,000

Digital Displays

Digital Display Ads

Herald

650

800,000

 

 

NewsDay

1,200

700,000

 

 

DailyNews

1,200

600,000

 

Total

 

5,000

3m

Source: (Some of you might want to know the source of these numbers, get in touch and I’l break it down to you)

As shown above, digital media is a cost effective means of advertising as the cost per reach is very low at $0,0017 per 1000 compared to traditional media. A traditional marketer spends $5,000 in a day but with digital media I can run a campaign for a month, reach 3 million+ customers at the same cost and also see the customers who expressed interest in my product, who are they, where are they and what they use to access my ad online! So this begs this set of questions;

1.     Why are local marketers scrambling for space in these publications to spend more to reach only a handful of customers?  

2.     Why are local marketers spending more on trying to reach an audience they don’t know? Why?

3.     Why are local marketers spending more to reach an audience they can’t tell whether they read their ads or not? Why?

4.     Why are local marketers spending more money in a one-way model of communication? Why?

The questions above should worry any serious marketer, it calls for a paradigm shift in the way we do our marketing. Technology has changed our customers, they have gone social, gone search and are making use of these tools to search for information, review products and services etc.

Social media and these other new forms of digital media are here to stay, it’s either we adopt them or face the painful reality of withering away, soon or later. I stand amazed as to why local brands are not making use of Search Engine Marketing, Social Media Marketing and Digital Display Advertising? here are some of the advantages of online marketing I presented:

1.     Cost per Reach

As alluded to earlier the cost per reach is significantly lower than traditional means of advertising. Needless to reiterate this point.

2.     Lead Generation 

Online banners and search campaigns helps you create sales leads and you can direct your customers to your websites where you can provide more information.

3.     Building Relationships

Digital media is inbound marketing, you’re able to participate in customer conversations and thus create and build relationships with your target audiences.

4.     Customer Insights

With social media, you know what customers are saying about your brand. They are no sacred cows, they will tell you in your face your brand sucks! And these are rich insights that you can use to craft your marketing strategy.

5.     Brand Visibility

Through paid search marketing, you can increase your online brand visibility. Customers are now resorting to search engines when seeking information, they simply ask “Uncle Google” and if your website is not search optimized you’re missing out.

In conclusion, the future of marketing is in digital, the question is of “when” and not “if”, it’s either we collaborate or we perish! If you’re marketer you’re faced with what I call the fierce urgency of now, the death of traditional marketers is nigh, shape up or ship out! I have layed out only a few tips with the hope that our focus begins to change as we plan for the new year.

I rest my case!

 

Disclaimer:

The views expressed in this article are sorely mine and do not represent any organization or entity therefore I will not be responsible for any loss or damage that may accrue as a direct or indirect result of using some or all of the information above. 

Comments (6)

Great share. This could be the future for Zimbabwe but as of now, there is need to strike a balance between offline and online advertising. That is why some big companies still use fliers because there are people who dont even read the press simbarashe musukumidzwa - 12 March 2014
You make some very relevant points which show some thought has gone into attempting to justify your point/s. However give thought to the fact that the cost for online services in Zimbabwe is comparatively very high in the region. I think you should also have gone on to explain that depending on your target market, then online marketing may be a better option OR not. Have you as well taken into regard what the regulations have to say about the medium/ that government agencies can use when releasing notices/tenders/etc? 21 Gun Salute - 9 January 2014
Good article BJ Mfowethu - 8 January 2014
Out of the 80 000 copies on herald you will probably reach a 1000 relevant readers, yet out of the 400 000 google hits you will probably reach a handful (maybe 10) of relevant targets. This is very true for most advertisers. Experience shows that if I put my advert on a Thursday Herald, I receive some at least 10 calls that day, but put it on-line, the response is hardly significant. Yes in future on-line is the way to go but till our fathers (who constitute half the targets are most of them in managerial positions) can learn to browse or have died, we will stick to traditional means. Just check the Government who constitute half the buyers, they are content with the fax and if you do not have the fax, you may not receive the order, worse still they insist for you to visit and collect the Order (having visited to collect the RFQ earlier) which they could easily scan and email. Me - 5 January 2014
Marketing companies are having less say in media planning. The power lies in the client coz there are fewer ad dollars out there. Also ad agencies earn more in commission from high value ad platforms. Also realise that although there is a nice chunk of Zimbabweans online, most of them are still offline kokhaya marketing - 2 January 2014
If you are to ask me, local marketers are unequipped to create quality and worthy content that begs to be shared. And because this, they would rather stick to what they know and what they are comfortable at - which Traditional advertising. Great article. Tinashe Nyaruwanga - 30 December 2013

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