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In order for new or existing businesses to grow, all aspects of a company’s visual communication must be targeted to appeal to potential customers as much as possible.
One of the most important ways businesses can project the right message to their target customers is through good design. In this step of the series there is going to be a pop quizz, but don’t worry, there are no wrong answers. A recent study has come up with the following statistics as to how much exposure people have to different mediums and where the average company spends its advertising dollar. We recommend starting with a $10 a day budget and track performance for a month and make any alterations to help improve performance and ROI.
If you would like to find out more about Pay Per Click and how it can benefit your business, give Andrew, Chris or Simon a call on 08 9745 9170. Read more- >Say hello to the City Of Wanju, and their new logo and website!Posted: 19 Apr 2016 Wanju will be a city like no other. We want your business to succeedBrandicoot is committed to providing you with the right tools to market your business effectively. But what really interested me was the list in the comments that followed as to who, in the minds of readers, was even more responsible for misleading consumers.
If you look at some of the best advertising in the world, its purpose is often not to give consumers facts. Credibility – the very presence of a brand in media often gives that brand credibility and of course familiarity. Personality – conveys character, and therefore what people expect in other parts of the experience chain. Unless you are making ads that inspire and incite in ways that surprise and are true to what your customers hold dear, you’re not advertising, you’re blathering. I guess part of it is our own fault, as consumers we wouldn’t get attracted to something that doesnt look good in print. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you.
Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider.
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Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox. The numbers reveal that while advertising revenue continues to decline—down 6% in 2012—several other categories of newspaper media revenue are now growing.
The new data offer a more granular and comprehensive picture of how newspaper media are operating today than was previously compiled by any source. The numbers portray an industry that, faced with significant disruption in the last decade, has begun to measurably change its essential revenue model. The figures are for American newspaper operations and do not include totals for such things as any international operations or other enterprises owned by companies with newspaper media holdings.
Combined digital revenue (from circulation, advertising, e-commerce, digital marketing and other sources) made up 11% of total revenue in 2012 for the 13 companies that broke out this data, though that varied by company. The 5% overall growth in circulation revenue was the first gain in this category for the newspaper industry since 2003. Within the 8% growth in new revenue sources, revenue from digital agency consulting for local businesses grew 91%. Mobile ad revenue, while small (less than 1% of total revenue), doubled (up 100%), according to the papers that broke that data out separately. When revenue from print, digital, niche and delivery of preprints outside of newspapers is combined (based on data from 15 companies that provided such breakouts), total advertising revenue made up 65% of overall revenue in 2012.
Advertising in printed daily and Sunday newspapers dropped 9% in total for 2012, according to data from 15 companies that provided detailed breakouts by category.
Of the seven companies that broke out niche publication advertising revenue separately, the category slipped 5% overall in 2012 compared with 2011. Of the 10 companies that broke out “pure-play” digital advertising as a subset of their digital ad numbers, pure-play accounted for 36% of the digital ad total and grew by 20%. Thirteen of the companies reporting data were able to break out mobile advertising separately. Digital-only circulation revenue, which could be derived from 12 companies that supplied such detailed breakouts, nearly tripled (up 275%) in 2012. Newspaper media are developing revenue from a host of new categories that virtually did not exist a decade ago.
Digital agency and marketing: More than half of the companies (nine of the 15 reporting detailed data) reported revenue from digital agency and marketing activities, in which they help local businesses market their products, particularly digitally, in social and mobile.

E-commerce and transactions: Many analysts believe that in the digital realm one of the biggest potential growth areas is not advertising but e-commerce and transactions, or helping businesses connect directly with consumers. Event marketing: A number of newspaper media companies have moved into producing events related to core coverage areas, another way to convey information to audiences.
Commercial delivery: Newspaper media are making a business of using their delivery resources. NAA for years has provided industry projections for circulation and advertising revenue, based on a broad sample of private and public company data. These reporting companies represent approximately 40% of the weekday print circulation in the United States, nearly 330 papers and close to half of all U.S. The format for supplying the data allows companies the flexibility to indicate how they account for revenue lines and specify other data not otherwise listed on the form. Businesses have, in some cases, a split second to convince a customer that what they can offer will not only meet but exceed their expectations. Our aim as a design agency is to help our clients achieve that goal, by figuring out with them what exactly it is that they want to say and offering up the best solutions of how to do it.
It implies of course that people can’t see that they are being told things that are, how shall I put this, overly optimistic. It may have been once but in today’s world, with so many channels, instant search, review sites and social communities, the details and the realities are fairly easy to find elsewhere.
A lightning rod for likeability if it’s done well because it gives a brand immediacy and humanity, providing of course the feeling holds true at every touchpoint. Vital for NGOs of course – but increasingly important for opinionated brands looking to build affinity with consumers through common beliefs.
Particularly useful for brands looking to change a consumer habit (or indeed looking to instil one). A powerful indicator of a change in attitude within the brand, or a call for the consumer to rethink their own view of a brand they felt they knew. At its worst, and sadly in its most common expression, advertising is anything but inspiring or truthful – loud, intrusive, stupid, self-centered and above all boring.
The answer to this question would probably be a negative one, however, Porsche still makes commercials. That’s actually a topic of frequent conversation around our agency, in no small part because creating work that treats people with respect is one of our founding tenets. As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands. Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. Circulation revenue grew 5% in 2012, while a host of new revenue sources not tied to conventional advertising and that barely existed a few years ago grew by 8%. This more complete accounting identifies approximately $6 billion in additional revenue, $3 billion that was not counted before and another $3 billion that did not exist a few years ago, comprising about 16% of all newspaper media revenue in 2012. That has begun by turning more to circulation, to digital, and to developing new revenue sources. Based on data from companies that provided detailed breakdowns, circulation now makes up 27% of total newspaper media revenue, new revenue sources 8%, digital advertising 11%, niche publishing and direct marketing 8%, and print advertising 46%.
The data are collected from some 17 companies, private and public, that represent a broad sample of daily newspaper operations across the United States. Within that total, for the companies supplying detailed breakdowns, digital-only circulation revenue grew 275%; print and digital bundled circulation revenue grew 499%. Within that figure, traditional print newspaper advertising fell 9% and now makes up 46% of total revenue. Retail advertising was off 8%, national advertising dropped 15%, and classified advertising declined 9%. Digital advertising accounted for 11% of overall total revenue, and comprised 17% of advertising revenue. Of the 17 companies reporting digital advertising, one saw a double-digit drop in digital ad revenue in 2012 while another saw a gain of 33%.
Overall, digital-only circulation revenue accounted for a relatively small percentage (1%) of total circulation revenue.
Revenue from digital agency and marketing services from those nine companies rose 91% during the year. Nearly half of the companies that supplied detailed categorical revenue data (seven of the 15) reported event revenue; revenue from the category at those companies dropped 9% year to year. Eleven companies listed revenue for commercial delivery of other products; revenue in the category dropped 2% year over year.

While small, this category ranges from such activities as royalties, licensing, rental income, waste and scrap sales, among others. From the clothes we wear and the magazines we buy, to the restaurants we frequent and the websites we visit; our choices as consumers increasingly define who we and how others see us. Modern consumers make vast assumptions about what a business has to offer just by looking at their logo, website design or sales brochure. As he says, they always seem to be pieces of furniture that are bathed in sunlight, and that are owned by people who have three pairs of identical and very clean pants or skirts, but never anything unshapely like an accordion, or hockey stick.
Yet research by Lab 42 seems to show that consumers are very aware that what they are seeing may not end up being what they get. The key role of advertising now is to pitch an impression, a simple gem that catches people’s eyes and locks with a worldview that they have. Often, such ads act as a telegraph for what consumers should look for, or seek information on, elsewhere. Take a look at the brutally direct Crisis Relief Singapore campaign in the Best Press Ads for a stunning example of directing people what they can really do to help. Take a look at the way Penguin pitch their audiobooks in the Best Press Ads for a gorgeous example of this idea at work.
It offends because it patronizes, and it patronizes because it’s made by brand owners who have failed to see that the premise of effective advertising has shifted.
On the other hand, there are inferior products or services that have enjoyed substantial success through strong and continuous promotion. I am not sure, on the other hand, that the life insurance market would even exist at first place, if there wasn’t so much hard marketing applied by salespeople. Having said that, it is always better to tell the truth as that will endear your brands to more loyal customers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. These new revenue sources, which include such items as digital consulting for local business and e-commerce transactions, now account for close to one-in-ten dollars coming into newspaper media companies.
As it has for many years, NAA uses the sample to project total revenue for the industry overall.
Largely as a result of more organizations shifting toward bundling print and online into combined access subscriptions, print-only circulation revenue declined 14%. Digital advertising increased 5% and now makes up 11%; pure-play digital advertising (digital only) increased 20%. Within the classified category, automotive slumped 9%, real estate fell 12%, recruitment fell 8%, and all other classified edged down 5%. At the low end, one company saw pure-play advertising account for just 1% of digital ad revenue. That variation, too, suggests that different approaches and markets can have substantially different impact on the bottom line. The online subscription model is vital to newspaper media’s future, particularly as consumers begin to adapt to reading newspaper media on mobile devices, especially tablets. Of the 12 companies providing year-to-year data, revenue from these various activities dropped 3%. We use brands to advertise what our hobbies are, what aspirations we have, what we’ve achieved, what we stand for and how much money we have. If a brand doesn’t immediately engage with a customer then the chances are they will look elsewhere. They are significant enough in scale that NAA has begun to collect detailed data about these revenue categories and track their trajectory year-to-year for the first time. That sample represents roughly 40% of the daily newspaper circulation in United States and half of the industry’s revenue.
At the high end, one company now derives 67% of its digital advertising revenue from pure play—a sign that management strategy and market are important factors here.
Print-only and single-copy revenue for the 11 companies that reported digital circulation revenue declined 14%.
The beautifully art directed Harvey Nichols ad in the Best Press Ads may be for a sale but there’s nothing downmarket about the look and feel – nor should there be. For the specific revenue category analysis, NAA has data from 15 different companies, again private and public, that provide breakouts at a much more detailed level. Thus while a sample rather than a census, this is the most complete data set of newspaper media revenue performance available.

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