Luxury and Affluence: Leveraging Audiences and Products for Upscale Newspaper Advertisers
In a report titled "Luxury and Affluence: Leveraging Audiences and Products for Upscale Newspaper Advertisers," INMA looks at best-practice newspapers' efforts to develop targeted products for lucrative audiences that continue to attract advertisers even in an economic downturn.
Newspapers profiled include The Arizona Republic, The Dallas Morning News, The Financial Times, El Mercurio, The New York Times, South China Morning Post, Le Temps, Neue Zurcher Zeitung, Times of India, and the Wall Street Journal.
Affluent readers, and the advertisers seeking them out, represent a valuable resource for newspapers struggling with an ultra-competitive marketplace. Publishers around the world are developing unique, targeted products to cater to this important audience.
- Understanding Affluent Readers: Research to determine what wealthy readers want in terms of content, where they are, and where they typically find information about luxury advertisers.
- The Right Products: Development of publications and other products that match in both form and content what these audiences want.
- Successful Distribution Strategies: Create sophisticated distribution systems that can deliver these publications to specifically targeted segments of the population.
- Selling to Advertisers: Communicating with luxury goods advertisers the efficiency and effectiveness of the targeted products the newspapers have developed.
The "Luxury and Affluence: Leveraging Audiences and Products for Upscale Newspaper Advertisers" report features extensive in-depth and original interviews with an international roster of innovators and experts as well as an examination of trends and research from both newspaper industry sources and the INMA network.
This report lays out the opportunities available to publishers in catering to the affluent market and successful strategies and practices to reach them. Serving these readers and luxury advertisers represent an valuable revenue opportunity to newspapers.
Who Should Order This Report? This report is written for publishers and newspaper executives associated with advertising sales, marketing, business development, and audience development.