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The local newspaper footprint is evolving

In a bid to give local and national advertisers the most effective reach and a more effective solution for readers and brands, Caxton Local Media is evolving and adapting some of its local newspapers’ footprints.

The recent decision was made due to the current tough economic climate coupled with the company’s solution-driven response to these changes. By evolving the footprints of some of its local newspapers, the company is ensuring that it continues to produce top-quality, hyperlocal news for readers as well as delivering the right market at the right time and place to its advertisers.

Managing Director of Caxton Local Media and Commercial Printing, Jaco Koekemoer, explained, “Our industry, like so many others globally, has been hard hit by Covid-19 and its associated regulations and added to this, the company has incurred massive losses in advertising revenue since the beginning of the lockdown.”

It became very apparent to Caxton Local Media through recent, extensive and independent research that shopping patterns, buying behaviours and demographics of people living in some areas and communities have changed drastically in a very short time. Footprints of certain local newspapers in Gauteng metropolitan areas, Limpopo, Mpumalanga and the South Coast of KwaZulu-Natal needed to be adapted for the company to provide the best solutions for readers, customers and clients in these markets.

One example is in the North Eastern suburbs of Johannesburg where the North Eastern Tribune will no longer be published as an independent title. From 19 May, the footprint of the Tribune’s sister publication, the Rosebank Killarney Gazette, will be expanded to cover hyperlocal news in some North East Joburg suburbs and, therefore, the Gazette will also have an increased print order to accommodate these changes.

Just before the nationwide lockdown was implemented, Caxton Local Media bid farewell to its city-based publication, City Buzz, in Johannesburg’s CBD. This experimental publication to reach the student market in Braamfontein, Newtown, Maboneng and surrounds has not proven to be viable at this time.

“By streamlining our resources, we commit to deliver effective solutions for our customers by providing a better reach for local advertisers and national retailers,” concludes Koekemoer.

On behalf of:                           Caxton Local Media

Jaco Koekemoer

MD Local Media & Coldset Printing

+27 10 492 3366

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Caxton Local Newspapers return to SA homes

After a tumultuous couple of weeks, SPARK Media and Caxton’s Local Media division has been hard at work to ensure that all its local publications are once again being delivered to South African homes.

“Our local editors, journalists and support staff have been working around the clock to cover the stories and source relevant Covid-19 information appropriate to each community,” says SPARK Media’s CEO Gill Randall.

“Community news is known to command high levels of engagement amongst the hundreds of thousands of different South African population clusters, with new evidence pointing to the fact that our readers are now paying even higher levels of attention to printed products, during these disastrous times.”

SPARK Media’s commercial printing factories were able to re-open on 1 May meaning that consumers have already started receiving their pre-printed retail shopping inserts.

“We know from our research that these shopping deals play an important part in helping us plan our shopping lists,” says Gill. “There has never been a more important time than now to look for good deals and savings.

“We’re happy to back in action and would like to take this opportunity to thank our media agencies and advertisers for their ongoing support as we continue to get stronger and stronger.”

SPARK Media

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

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Is attention the new media currency?

At the end of last year SPARK Media and Caxton commissioned international attention technology company Lumen to utilise its eye tracking software in qualitative research to measure attention on its local newspapers and lifestyle magazines. The results will be out in early March. It’s everything that was expected and so much more!

“Just because you can see something doesn’t mean that you will see it,” explains Mike Follett, Managing Director at Lumen. “Lumen’s eye tracking technology helps us understand what people look at.” The methodology also measures what is remembered or able to be recalled as the crucial metric. What you can’t remember you can’t act on.

“With attention at a premium in our multi-device dominated world, it’s more important than ever to understand the reality of visual attention on memory and the ability to recall messages,” says SPARK Media’s Marketing Services and Research Director, Debbie McIntyre.

“We know that we’ve created an efficient media shopping mall for consumers with all the relevant ads and inserts in our newspapers every week and we know they’re well read,” she says. “But our recent research findings from Lumen have also confirmed that times are incredibly tough for our readers and getting tougher so it’s crucial that we understand exactly where their attention is when it comes to our platforms.”

Eye tracking according to Lumen allows the company to ‘see exactly what people do, not what they say they’re going to do’. By measuring automatic responses and questioning respondents afterwards, Lumen can utilise this information to gain incredible consumer insights.

Results will be shared at industry presentations in Johannesburg, Durban and Cape Town. Interested parties are invited to email bs@sparkmedia.co.za for more information.

SPARK Media

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

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SPARK Media launches industry focused Get It magazine

At the end of last year, SPARK Media released its first media and advertising industry focused Get It magazine, modelled on the current popular localised national magazines.   

Containing profiles of successful captains of the industry, social pages, suggested reading material for progressive marketers, competitions and a round-up of SPARK Media news, the publication offers a fun and informal look into the people and events that drive our industry while still offering the reader valuable information.

“Our media focused launch issue has been shared among our media agency and client partners and we’re very encouraged with the feedback we’ve received so far,” says SPARK Media CEO Gill Randall. “Our next issue will be released mid-year with a third iteration being shared towards the end of the year.”

ROOTS research shows that consumers like the feel of their favourite magazine in their hands and the opportunity to put it down and reread at a later stage. There’s just something about that tactile experience. Readers really enjoy taking their time and lingering when reading print.

“As the local Get It magazines prove to be highly valued and respected publications that build a sense of community among local consumers, so too will our trade Get It, as it did in the past, foster this local media and advertising community of ours,” concludes Randall.

SPARK Media

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

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Nudging the media odds ever in your favour

SPARK Media recently hosted Dr Carl Driesener, Senior Marketing Scientist from the Ehrenburg Bass Institute (EBI) to share his learnings on how marketers and brands can better target their customers for more effective bottom line results.  

“We’ve learned so much about effective marketing over the years thanks to our association with EBI,” says SPARK Media’s CEO Gill Randall, “and there’s never been a more important time us to implement these guidelines for businesses to succeed in the current economy.”

Dr Carl said that targeting is like adding salt to your cooking, a little makes it delicious but too much makes it inedible.

His top five tips are:

  1. Be inclusive, rather than exclusive, – the premise behind tight targeting and segmentation is that different brands appeal to different customers.  In reality, we know that the world doesn’t work this way!

There is very little difference between competing brands and all category buyers are your potential customers.

  • So, target all category buyers, not some idealised “brand” profile.
  1. Make your target market description evidence-based.

Don’t work on assumptions about what the customer-base looks like

  1. Avoid targeting only your heavy buyers.

Heavy buyers do deliver volume, but growth comes from the many light and non-buyers, because there are so many of them.

(Counter-intuitively, heavy users need less ad exposure, as the brands are already part of their regular behaviour and therefore more salient.)

  1. Buy media on reach (big numbers) rather than indices –
  • Seductive over-indexing often hides the fact that the channel still delivers small numbers.
  • Always check raw numbers – large audiences are still the primary focus.
  1. Don’t sacrifice reach or continuity of exposure for engagement.
  • High impact campaigns are often expensive and only reach limited numbers!

What are the implications for media?

Go for bigger media – they reach more of everyone.  Evaluate your choices on effectiveness first – i.e. How many sales/feet through the door and efficiency second – cost per conversion.

“As a South African sponsor of EBI, we remain committed to bringing these evidence-based learnings to our marketing industry,” concludes Randall.

SPARK Media

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

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SPARK Media invites Lumen to conduct Eye Tracking research

International attention technology company Lumen uses eye tracking software to understand the reality of visual attention on memory and ability to recall messages.

 SPARK Media, having just released its ROOTS research which shows that many people recall reading their local papers regularly for news and shopping information, will now add another crucial layer to that knowledge for marketers using latest technology. The outcome will assist marketers in evaluating local papers against an attention metric.

“Just because you can see something doesn’t mean that you will see it. Lumen’s eye tracking technology helps us understand what people look at – and what they ignore,” explains Mike Follett, Managing Director at Lumen.

“The Lumen team will be here in November to conduct an attention study on SPARK Media’s local papers as well as our Caxton Magazine titles, to understand the reality of what gets noticed and given attention in our print media,” explains SPARK Media’s Marketing Services and Research Director, Debbie McIntyre.

According to Follett: “Unless people look at an ad, it will never work. So attention is important. Advertisers can boost the impact of their ads by developing engaging and compelling ads but they can also make sure that their ads are placed in places that are most likely to be seen. We find that ads placed in relevant media environments that compliment the ad message because they sink with the task orientation of the reader, get more attention and recall.”

“SPARK Media want to help advertisers improve their understanding of different ad units to better apply metrics to their ROI strategies and to improve design to increase attention levels. Our intended outcome with this research is to get more insight on how to evaluate this,” adds Debbie.

The research and findings will be presented to the industry early next year.

SPARK Media

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

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SPARK Media hosts Michael Charton in #RWC forgotten Bokke vs New Zealand tales

#RWC2019 fever is in the air, and if you’re a rugby lover or history enthusiast, this one is for you. Join SPARK Media and master storyteller, Michael Charton, for a captivating tale about the forgotten Springbok tour of New Zealand more than 80 years ago.

Taking place at the Bryanston Country Club mid-October, Michael’s story breathes new life into the famous rivalry between rugby’s two giants: the All Blacks and the Springboks. It celebrates rugby’s amateur era and the associated gentlemanly conduct.

“For fans across the globe, the Springbok – All Blacks rivalry is long standing, marked by high anticipation each time these two giants clash. The 1937 tour in particular is a fascinating story to hear and told so expertly by Michael Charton, the founder of Inherit South Africa, a platform for sharing untold South African stories,” says SPARK Media CEO Gill Randall.

“Michael is also the author of My Father’s Coat, a bite-sized narrative of South Africa. We’re looking forward to hosting him, our clients and agency partners to what promises to be a very insightful evening.”

If you’d like to reserve a space please contact Shaundre at sp@sparkmedia.co.za

SPARK Media

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’

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SPARK Media presents Smart Targeting with the Ehrenberg-Bass Institute

SPARK Media is proud to host Dr Carl Driesener this October, a senior marketing scientist from the Ehrenberg-Bass Institute (EBI) based in Australia. His presentation, themed Smart Targeting, will focus on the highly topical and hotly debated subject of effective targeting.

 Dr Driesener notes, “In an era of accountability and media fragmentation, some targeting makes sense. But, like adding salt to a dish, too much targeting can undo the good.”

Each year, SPARK Media hosts a speaker from the world’s leading marketing science centre based at the University of South Australia Business School. These sessions provide media and advertising professionals access to cutting-edge insights into marketing and consumer trends across the world.

“Our annual seminar with EBI always delivers crucial insights into current marketing trends and, more importantly, changes in the way in which brands and consumers are adapting to the ever-changing marketing landscape, both locally and globally. We’re excited to share these latest findings with our guests,” says Gill Randall, CEO of SPARK Media.

EBI has worked with many of the world’s leading brands such as Coca-Cola, Unilever, Procter & Gamble etc. to develop an evidence-based marketing culture.

Availability for this highly anticipated event is limited, so reserve your seat to avoid disappointment by emailing info@sparkmedia.co.za

SPARK Media

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

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SPARK Media executes another successful Sports Day

To thank and spoil their clients, SPARK Media has successfully held another annual Sports Day, themed ‘Spring Break’, complete with a variety of games to test the mental and physical ‘availability’ of their guests.

Attendees were spoiled from the moment of their arrival at the Bryanston Country Club right until the generous prize giving which saw each and every guest receiving a memento to take home. SPARK Media’s CEO, Gill Randall says: “We are so grateful to every person that made an effort to attend our annual Sports Day. It’s a small token of thanks from us to our clients and agency partners that was once again so incredibly well received.

Our aim is to continue to build meaningful connections with clients far from the pressures of the office in a completely relaxed environment.”

For golf lovers, prime fairways served as the ideal way to converse with friends, de-stress and, of course, time those drives to perfection. For those less inclined to traverse the greens, the Fun-a-Thon offered plenty amusement and more than just a few challenging tasks.

The mental workout of the afternoon quiz also formed an integral part of the day, and provided guests and SPARK Media staff with the chance to test their general knowledge and show off their intellectual prowess.

SPARK Media’s Director of Sales, Olav Westphal added: “We put a significant amount of effort into the Sports Day, but its success depends entirely on our clients. The day couldn’t work without their enthusiasm and positive mind sets. SPARK Media has a vibrant culture, and much of it is as a result of what clients bring to the table. They play a crucial role in the development of SPARK’s can-do personality, and for this we thank them.”

Although the 2019 edition of the SPARK Media Sports Day has come and gone, next year promises to be an event worth pencilling into calendars as early as possible.

“We’d like to thank everyone who participated in the raffle,” says Gill. “We managed to raise R5 600 for our longstanding charity, Hayani which runs both a much-needed crèche in Alexandra and an orphanage in Orange Grove.

We look forward to seeing you all in 2020.”

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#ROOTS2019 sheds light on buyer behaviour

Why do we need to understand buyer behaviour? As marketers, advertisers and brand growth specialists, we are all in the business of building brands, looking for opportunities to talk to potential buyers or product users by geographic area and potentially influence behaviour. This works best when we understand what makes consumers tick.

CEO of SPARK Media, Gill Randall says: “The latest ROOTS 2019 data that has just been released enables users to analyse and interpret the evidence-based discoveries of modern based marketing. These detail how we can communicate meaningfully to potential consumers that could be in the market for what we are selling, influence their decisions and ultimately their actions.”

Loyalty

According to Professor Andrew Ehrenberg from EBI (Ehrenburg Bass Institute), “YOUR consumers are just someone else’s consumers who occasionally buy from you.”

What the ROOTS data reveals is the detail for each local geographic area of the sharing of shoppers.

Take for example Diepkloof, Pick n Pay is by far the biggest food and grocery retailer in the area at 87%. However, 31% of these Pick n Pay shoppers also shopped at Shoprite, 31% at Cambridge Food and 18% at Checkers in the past month.

Area by area and category by category this non-loyalty discovery holds true. Media platforms are not immune to sharing audiences either. The local newspaper, Boksburg Advertiser, is read by 87% of Purchase Decision Makers (PDMs). Of these PDMs, 7% also read Sunday Times, 5% read Daily Sun and Move magazine. 26% of these same readers go to the movies, 31% access the internet (several times a day) and 26% read news on an online news site.

Randomness

Professor Ehrenberg says evidence shows that: “Consumer behaviour is random and unpredictable – adjusted for our mood or need at a particular moment in time.”

ROOTS reveals that high incidences of markets are thin, therefore look for high aggregate propensities, clusters or catchment areas. Consumers that are interested in food, cooking or baking can be found in Kimberley, Uitenhage and Jo’burg North whereas consumers in Constantia, Knysna and Milnerton show high instances of buying wine (once a week or more often) while those in Nelspruit are interested in Home and Décor.

Of the 51 000 shoppers in Midrand, 77% bought small electrical appliances in the past 12 months, 3 250 in the past month and 813 in the past week. These hard to find shoppers also have so much choice! Competing for their customers in this category is Game, HiFi Corp, Checkers Hyper, Clicks and Pick n Pay Hyper etc.

 Decision Making

Daniel Kahneman author of Thinking Fast and Slow, states: “We think much less than we think we think.”

ROOTS reveals just how competitive markets are across categories at a local level and that customers are spoilt for choice. ROOTS measures mindshare or mental availability of brands in the category.

While spoilt for choice, changing consumer needs over the years results in different shopping patterns emerging area by area.  We know the need for convenience has changed behaviour and area by area we see market share changes where possibly newer entrants like retailers at garage forecourts have had an effect.

The real battle for market share is at local level. The Pick n Pay Hyper in Krugersdorp has over the last two ROOTS surveys increased from 3% to 20%, in the large electrical appliance category.

Local Imperative

The principle is to understand your shoppers and users at a local level. Geo-segmentation is the priority segmentation tool. ROOTS reveals and identifies high incidence areas for users and stores, based on people with likelihood to purchase a specific category.

The average time that consumers are willing to travel differs by category and area. On average, shoppers are only willing to travel 13 minutes for food and groceries. However, the real value for helping make strategic decisions is again realised at the local area. In Dobsonville, consumers travel for 20 minutes while in Amanzimtoti it is only 7 minutes.

“While buyer behaviour will adapt to changing market realities, our brains don’t physically change and are hard wired to respond in certain ways. ROOTS helps markets unpack many of these buyer behaviour traits and assists us to understand what makes consumers tick,” concludes Randall.

“To grow a brand, although difficult (and sometimes expensive), attract the attention of light and non-users. Be mentally available, making it easy to be thought of by as many people as possible and be physically available, through distribution, location, accessibility and ease of purchase.”

For more detail on these evidence-based discoveries and what ROOTS reveals visit our website www.sparkmedia.co.za or follow us on social media @sparkmediasa.

SPARK Media

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

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