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www.tolerans.com | NEWSBOUND | no 1 2010
The stitched sections of Sweden’ s Dagens Nyheter enable advertisers to target their audience more easily.
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Watch this advertisi Experience shows that readers respond well to stitched newspapers. Advertisers no longer need to be persuaded and are fast becoming convinced of the benefits of stitching too.
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It is demonstrably true that stitched newspapers have a longer shelf life – they attract more users per paper and are read much longer, increasing the amount of exposure each advertiser receives from an ad. While higher exposure value boosts income for the newspaper, more readers plus more eyeballs equals happy advertisers. Germany’s leading financial daily Handelsblatt has first hand experience since relaunching as a compact, stitched paper in November 2009. The newspaper prefers the label ‘business daily’ to describe the new format,
which has enjoyed a proven return of investment after reorganizing its advertising strategy in line with its new magazine look and feel. “We have been able to create new consumption with a superior stitched product, double page layout and even more opulence,” says Mike Boedger, Handelblatt’s advertising director. Handelsblatt introduced a premium section for advertisers including front and back pages and the introductory part of the newspaper – the most lucrative for advertising deals. It has proven successful; premium placements have increased by 20-25 percent. “New ways of news
consumption means you have to develop relevant advertising possibilities,” Boedger adds. “It’s about even more intelligent communication concepts for your clients to get in contact with their target group around the clock.“ See ad sales volume soar
Boedger is positive towards the possibility of incorporating stitched sections, aware that readers with special interests can navigate easily toward those parts of the paper that have particular appeal for them, fostering consumer commitment. Firstly, separating brand advertisements from targeted sales advertisements considerably increases the total ad sales volume for a newspaper. Advertisers are able to build their image and brand with ads in the main news section, while targeted sales ads can be placed in selected sections, such as sports, culture, or finance. Henrik Stangel, sales director for Swedish daily Dagens Nyheter, speaks from his newspaper’s experience
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no 1 2010 | NEWSBOUND | www.tolerans.com
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ing space when he says: “the sales volume goes up as advertisers can distinguish their offer in brand and sales advertisements. This would not be possible without stitched sections.” Moreover, individual sections increase the number of attractive ad placement possibilities, such as the front and back pages, and more 3, 5, and 7 pages. Newspapers are able to present the same content, but in a format that offers more space for high-impact, high-revenue advertisements. The new-look Handelsblatt has influenced advertising sales through a boosted brand. “Today, Handelsblatt is the premium and most progressive media brand for Germany’s top level audience and advertisers who want to be one step ahead in reaching their target group,” Boedger says. “And we have been able to develop strong
High impact double spread ad on page 2 and 3 in Portuguese newspaper ‘i’.
advertising formats like the magazine ad and centerfold – ten out of ten for the stitched business daily.” More innovation in advertising
Indeed, stitching also enables pages of various sizes and configurations to be included in the paper, expanding the range of advertisements available. For example, ads across spreads become possible throughout the paper, not just at the centerfold. Stitching even makes it possible to offer advertisers their own section. Additional special sections—to cover a sporting event like
the Olympics, for example—afford multiple advertising opportunities to existing or new advertisers. Traditional print media needs to find new, innovative ways to attract advertisers in an increasingly challenged advertising space. Daily newspapers that turn to stitched sections create more targeted advertising space, increase advertising income, and create new interesting advertising products to sell. The bottom line is that in-line stitching brings increased ad revenue. And that’s something no newspaper today can afford to do without. n
”When we transformed our newspaper Dagblad van het Noorden from broadsheet to stitched, tabloid format we actually increased advertising sales. We got more advertising space to sell, and the ad rates of ‘a page is a page’ were implemented successfully.” Mr Gijs Lensink, Managing Director/Publisher at NDC Mediagroep, Netherlands