UK: Are freesheet advertisers getting true value?
Posted by Evan Fell on December 11, 2007 at 11:12 AM
Nine and a half tons of free newspapers are being cleaned out of the London Underground each day on just three of its 12 routes by the London transit authorities.
The total Underground tonnage each day of waste free papers is estimated to be close to 30 tons.
1.64 million free newspapers are distributed in London from Monday to Friday, between The morning Metro, thelondonpaper, and London Lite.
This problem must leave advertisers wondering the reader value of their messages. “It doesn’t take a math genius, however, to figure out that not many free newspapers make their way into the office in the morning or home in the evening. So is there true value to advertisers for such scant reading?” asks Philip Stone of Follow the Media.
A reporter for The Independent said that in his train carriage one morning he counted 22 free newspapers being read and he said that he was the only passenger reading a paid-for newspaper. At night, he said it was basically the same; the free newspapers had far more readers than the paid-fors.
However, the reading public takes the view that you get what you pay for and the free newspapers for the most part seem to be considered trash. More people are reading free papers, but do advertisers mind that most are tossed out right after being read?
Statistics from the National Readership survey numbers suggested each of the PM free newspapers has some 850,000 readers daily. Now, suggests Stone, there just needs to be a survey for newspaper advertising attention span to discover if those ads are effective, despite the quick discarding of the papers.
Source: Follow the Media
1.64 million free newspapers are distributed in London from Monday to Friday, between The morning Metro, thelondonpaper, and London Lite.
This problem must leave advertisers wondering the reader value of their messages. “It doesn’t take a math genius, however, to figure out that not many free newspapers make their way into the office in the morning or home in the evening. So is there true value to advertisers for such scant reading?” asks Philip Stone of Follow the Media.
A reporter for The Independent said that in his train carriage one morning he counted 22 free newspapers being read and he said that he was the only passenger reading a paid-for newspaper. At night, he said it was basically the same; the free newspapers had far more readers than the paid-fors.
However, the reading public takes the view that you get what you pay for and the free newspapers for the most part seem to be considered trash. More people are reading free papers, but do advertisers mind that most are tossed out right after being read?
Statistics from the National Readership survey numbers suggested each of the PM free newspapers has some 850,000 readers daily. Now, suggests Stone, there just needs to be a survey for newspaper advertising attention span to discover if those ads are effective, despite the quick discarding of the papers.
Source: Follow the Media
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