THE MARKETOUR

A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM
December 2000 - January 2001


BUYING NEWSPAPER ADVERTISING: TIPS FROM THE PROs

Nearly every tourism-related organization purchases advertising space at one time or another, often in newspapers. While this may seem like a fairly straightforward undertaking, there are a number of changes taking place in the newspaper business that can affect the amount of exposure you get for your advertising dollar. Here is an overview of those changes, along with several tips to consider when purchasing advertising space.

Standard Advertising Units: Not So Standard Anymore
Several years ago, the newspaper industry instituted the concept of "standard advertising units" (SAU) in an attempt to make all newspapers and ad sizes uniform in paper size, column width and numbers of columns to a page. However, many newspapers have since began reducing the width of their paper by as much as four inches to accommodate new Web printing technology and offset rising paper costs.

This changeover has not been uniform, so the "standard" newspaper ads created in the past may now need to be reconfigured for each paper insertion. Even newspapers within the same chain may have slightly different advertising units. For instance, Gannett, publisher of USA Today and one of the largest chains in the United States, has different page sizes in each of the 10 Wisconsin papers it operates.

This change has several implications for would-be advertisers. In addition to the increased cost of producing multiple ads, many businesses are finding that even though the true "live space" of an ad is smaller, rates have stayed the same or may even have increased. The bottom line? Make sure to negotiate rates based on the actual size of the ad, not just on general terms like "full page," "half-page" or "column inches." Another detail to be aware of involves the practice newspapers may have of rounding up billing to the nearest half-inch. For example, one metropolitan paper recently changed its tabloid section depth from 13 inches to 11.75 inches. Unfortunately, their billing procedure rounds the 11.75 inches up to 12 inches. Depending on the size of the planned buy with a paper, it may be possible to work with the paper to round down or adjust the rate, rather than paying for the quarter-inch of space not received. This is an instance in which it may benefit advertisers to purchase media through an ad agency, since an agency can often leverage the combined buying power of its clients.

Rate Cards, Contracts and Color
When reading a publication's rate card, make sure to check the date. Since most newspapers raise rates on the first of every year, you may be looking at outdated information. Make sure to ask the representative when the new rate card will come out and what the anticipated rate increase is.

Contracts are another consideration. "Daily Open Inch" rates are the cost per inch charged if you don't sign a yearly bulk contract. Even though contracts generally offer better unit costs, the benefits to signing depend on the number of ads you run and their sizes. Take note to inquire about any available discounts. Non-profit organizations often qualify for special rates. If you do take out a contract, make sure to periodically ask your representative when your contract level has been exceeded. When it is, ask if you can pay based on the next (lower) rate base. Keep in mind that if you place fewer ads than originally contracted, you will get "short-rated" or "upcharged" on the ads you have run.

Finally, a word about color. Color charges are usually an addition to your space charge and are often a flat fee; for example, "black and one color - add $300." Be sure when you are asking for color rates that you specify "black" separately. Otherwise, the "two color" you asked for could be construed as black and one other color.

FAMILY TRAVEL RESEARCH SUMMARY

The Department recently conducted six focus groups with families in Chicago, the Twin Cities and Madison to gain better insight into the roles that parents and children play in vacation planning. The groups consisted of 35- to 45-year-old parents with a minimum household income of $40,000 and their children, ages 9-12. The parents' and children's groups met separately. Here's an overview of the findings:

* Both groups indicated that word-of-mouth recommendations strongly influence their travel choices. Parents look to friends and co-workers for information about potential vacation destinations. Children also talk to friends about exciting places and then prod parents to take them there.

* Both groups recalled seeing travel-related television ads and billboards. Adults also remembered hearing travel-related radio ads.

* Children have strong influence, but very little decision-making power over where their family goes on vacations. Parents do shape travel plans around children's interests and tolerances; however, adults choose the specific destinations themselves. If they involve their children in the planning process, they offer a very limited number of choices. Although once the family arrives at their destination, children have more influence on activities. Parents try to strike compromises that will satisfy everyone, including their youngest and oldest children.

* When asked about the attributes that make for a good family vacation, indoor pools were mentioned by both groups more often than any other activity, characteristic or experience.
Among the attractions that rated high with children were indoor and outdoor water parks, video arcades, go-carts and bigger (more thrilling) amusement park rides. Parents don't seem to take as much pleasure in these activities but go along for their children's sake. Adults and children's interests were more similar in the area of outdoor activities. Both said they enjoyed hiking, biking, fishing, canoeing, camping, tubing, rafting, downhill and cross-country skiing and snowmobiling.

* Having access to cable or satellite television and video games in the hotel room was quite popular with children.

* Children were more interested in faster-paced vacations than adults, who emphasized the need for a mix of active and restful activities. The key seems to be to promote a balance of activities. Parents also look for indoor activities within a community, such as museums and shopping.

* When asked to describe how they felt after a good family vacation, parents used adjectives including relaxed, refreshed, satisfied, rejuvenated and invigorated. These words struck a chord with parents and would be good terms to use in marketing a destination/activity to them.

* When presented with travel-related photography, adults tended to like images of beautiful scenery and people having a good time doing an activity. They were also interested in photos of cultural activities. Children gravitated toward images of people engaging in activities that they themselves like to do. Summer scenes of water play, such as tubing and rafting, were extremely popular among both groups. Winter images rated lower, except for snowboarding photos, which were very popular with children.

* In terms of Web use for travel-planning, adults indicated that they did find the Internet to be a valuable tool and that they liked to see Web pages include maps, mileage calculators, toll-free numbers, price information and driving instructions. They also liked to check room availability online.

For a copy of the complete executive summary of the Fall 2000 Family Travel Study, contact David Scheler at 608/261-8187 or dscheler@tourism.state.wi.us.

10-SECOND WRITING CLINIC

Entitled vs. Titled

Use entitled to mean a right to do or have something; use titled when referring to the name of a composition.

Incorrect: The research study entitled "Midwestern Travel Trends" was quite useful.

Correct: We used the book titled "Great Wisconsin Walks" to plan our trip.

Correct: The customer believed he was entitled to a discounted room rate.

PR'S GREATEST HITS

Wisconsin's spectacular fall colors have been on the minds of people across the country, and in the hearts of the media. Wisconsin's rivers and lakes lead a feature in Trailer Boats magazine highlighting some top fall boating destinations. The feature included the Wisconsin Dells, Vilas County and the St. Croix National Scenic Riverway, and was accented by fall color photography.

The scenic glacial hills and valleys of central Wisconsin graced the pages of Midwest Living in October as part of an article on dazzling fall color drives in the Midwest. The article featured the cranberry bogs and the scenic fall color displays of the Wisconsin Rapids and Waupaca areas.

MEDIA LEADS

Writers from across the country are looking for unique attractions found throughout the state. Myatt Murphy is interested in receiving information and invitations to North American destinations that are original and unusual. Myatt writes features for magazines such as Cosmopolitan, Men's Journal, Men's Health and Glamour. Contact can be made by e-mailing Myatt at myatt@earthlink.net, or by sending materials to Myatt Murphy, 261 First Avenue, Suite 4, New York, NY 10003.

Ann Hattes needs information on famous eateries, festivals and unique sporting events in the United States. Her articles have been featured in AAA Home & Away and Meetings in the West. Contact Ann via mail at 453 Fairview Court, Hartland, WI 53209.

WEB TIPS: THE CHANGING FACE OF INTERNET USERS

Marketers and Web site creators have long held the perception that the Internet is used primarily by young men who spend hours surfing different sites, downloading programs, playing games and shopping online. While that perception certainly had some basis in reality, a new study suggests that the tide has shifted, and in a major way.

According to "It's a Woman's World Wide Web," a recent survey by Media Metrix and Jupiter Communications, female Internet users now outnumber their male counterparts. In fact, the percentage of female Net surfers has grown by nearly 35 percent from May 1999 to May 2000. What is perhaps more surprising is that this growth spans all ages. While teenage girls are by far the fastest growing age segment (increasing 125 percent) usage by women over 55 increased almost as much, jumping 110 percent.

Since most recent studies show that women control nearly 80 percent of family purchase decisions, the implications for Web site marketers are fairly obvious. But reaching "wired" female consumers isn't as simple as just putting up pink banner ads. Site navigation and architecture should be cognizant of women's online habits. According to Media Metrix/Jupiter (and numerous other surveys) women are more task-oriented than men while online. They are less likely than men to surf for extended periods and download information, and are less impressed with sophisticated graphics. Rather, women prefer simple, easy to use sites that make their lives more efficient and productive.

Time saving features such as clear, concise product information, online reservation systems, map generators, easy-to-find contact numbers and interactive trip-planners can be key elements in gaining female usership. While intricate full motion video tours and other technological high jinx may attract men, the majority of female users prefer not to be held up by the long download times such features often dictate.

As more people begin using the Internet in daily life, it is becoming extremely important to take the needs of different markets into account when designing Web content. A Web site should be driven by the wants and needs of consumers, not by the latest technology.