Help Advertisers Stop Throwing Money Away

Training Tip on Using Your Scarborough Data: Exercise #49

It’s more important than ever for advertisers to be as efficient as possible with their advertising dollars. Newspaper circulations are declining and the readers are getting older, yet clients are still running their ads in newspapers!

Once upon a time, a newspaper might have been the most efficient media for reaching an advertiser’s customer base, but is it today? How many potential customers don't even pick up a newspaper? Scarborough can help you find the answers.

Instructions for the Leader(s):

Step 1:
Ask your Account Executives to review your local newspaper (daily and/or Sunday editions) and find a prospect that is advertising in the newspaper that could be on your station.

Step 2:
Have the AEs run a Profile Report on that prospect (by name or category) and determine how many of that prospect’s potential customers do NOT read the local weekday or Sunday newspaper. If the AEs need a hint, tell them to look under Newspaper Characteristics.

Step 3:
Discuss both the Target Persons and “% Comp” numbers, and have the AEs present the findings as they would to the client.

Additional Instructional Materials

For Qualitap Users:

For Tapscan Web Users:

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