NDX Source® captures 325 million Gross Impressions per week in 210 Designated Marketing Areas
NDX, an advertising technology and services company, in collaboration with the Donald W. Reynolds Journalism Institute, today released Newspaper FSIs By-The Numbers, a comprehensive review of market penetration and engagement for newspaper freestanding inserts (FSIs) compiled from the NDX Source database of newspaper product, publication and distribution records.
The report includes market coverage information of 325 million Gross Impressions per week from 5,146 publications in 210 DMAs (Designated Marketing Areas) and 32,772—or 80%--of total US zip codes.
"Of particular importance is the marketing muscle produced by the current combined Sunday Purchased plus Requested product categories. Often called 'Sunday Select,' these new opt-in publications requested by consumers have filled the void created by the general circulation declines from 2007 to 2011," noted Michael Lombardo, President of NDX. "Consumers clearly want the print advertising typically found in the Sunday paper. Requested products are the fastest growing distribution vehicle in the country utilized by retailers and other advertisers," he continued.
The report reflects newspaper publishing responses to changing media consumption and strategies to increase weekday penetration. "Hispanic targeted publications have expanded in the West and Southwest and the North and Southeast regions have increased non-subscriber programs—all resulting in broader reach for retailers and other advertisers," observed Lombardo. "Increased weekday penetration comes from a myriad of non-subscriber, free rack, targeted and opt-in publications. There is a remarkable proliferation of robust newspaper advertising vehicles and choices," he added.
FSIs By-The-Numbers establishes a FSI Product Distribution Matrix that defines six key newspaper pre-print products by key consumer engagement factors: purchase/opt-in; distribution mechanism and inclusion of editorial content. The Product Matrix further segments FSI weekly household impressions by six U.S. geographic regions. In addition, FSIs By-The-Numbers provides household penetration maps for each DMA in each geographic region, with the top 25 FSI programs by overall weekly household impressions in that region.
"The newspapers have become an advertising distribution powerhouse," said Jack Whisler, NDX Executive Vice President. He added, "Our database continues to expand as newspapers create new products every month. We are committed to providing that depth of product and targeting options to our clients in a real-time environment. It's an exciting time in the industry, Newspapers are stepping up and NDX has the data to prove it."
NDX is an advertising technology and services company. The company provides the leading data management platform for the publishing industry in North America. NDX provides a variety of demand-side ad-tech solutions to publishers, retailers, agencies and other marketers of consumer goods and services. The NDX technology platform includes a proprietary database, Source, which maintains current, reliable audience data for more than 100 million households. NDX Studio and Snapshot are robust data management tools for publishers and advertisers used to evaluate and manage their targeted media placements. NDX is headquartered in Chesterfield, MO with operations based in Chicago. Visit us at http://www.NDXus.com to learn more.