The Facts About Election Advertising Active voters are active newspaper readers

2018

Top ten reasons newspapers deliver for political campaigns

1. Newspaper readers are voters In presidential elections, 9 out of 10 newspaper readers cast a ballot. In the mid-term elections, when voting is typically much lighter, newspaper readers still delivered the vote, with more than 8 out of 10 newspaper readers going to the polls.

2. Newspapers are credible Voters look to newspapers for the information they need to make up their minds about candidates and issues. Newspaper advertising gives a campaign anaura of credibility and respectability that’s unmatched.

3. Newspapers consistently reach votersVoters consistently look to newspapers to help make up their minds about how they’ll vote. While the perceived usefulness of other media rises and falls as the campaign progresses, newspapers maintain their strength for influencing voter opinion. Voters count on newspapers to deliver the whole story about the candidates and issues, from the earliest moments of the campaign right up until Election Day.

4. Newspapers reach crucial undecided voters The conventional wisdom among consultants says that only 10-15% of the electorate is typically up for grabs at the end of any campaign. But in reality, that number is much higher. That’s because while only 10-15% of voters may be truly “undecided,” many more are far from certain about their vote. Among those who say they experience some indecision, three out of four are regular newspaper readers. Newspapers can put your message in the hands of this crucial constituency.

5. Newspapers are reliableNobody reads the newspaper to escape from reality, as is often the case with television and radio. And unlike annoying telephone calls, people actually enjoy reading newspapers. Newspaper readers seek out in-depth, detailed political information. With newspaper in your media mix, you can be sure your ad dollars have been well spent.

SOURCE: NAA

V O T E R S A N D N E W S P A P E R S

2018Top ten reasons newspapers deliver for political campaigns

1. Newspaper readers are voters In presidential elections, 9 out of 10 newspaper readers cast a ballot. In the mid-term elections, when voting is typically much lighter, newspaper readers still delivered the vote, with more than 8 out of 10 newspaper readers going to the polls.

2. Newspapers are credible Voters look to newspapers for the information they need to make up their minds about candidates and issues. Newspaper advertising gives a campaign anaura of credibility and respectability that’s unmatched.

3. Newspapers consistently reach votersVoters consistently look to newspapers to help make up their minds about how they’ll vote. While the perceived usefulness of other media rises and falls as the campaign progresses, newspapers maintain their strength for influencing voter opinion. Voters count on newspapers to deliver the whole story about the candidates and issues, from the earliest moments of the campaign right up until Election Day.

4. Newspapers reach crucial undecided voters The conventional wisdom among consultants says that only 10-15% of the electorate is typically up for grabs at the end of any campaign. But in reality, that number is much higher. That’s because while only 10-15% of voters may be truly “undecided,” many more are far from certain about their vote. Among those who say they experience some indecision, three out of four are regular newspaper readers. Newspapers can put your message in the hands of this crucial constituency.

5. Newspapers are reliableNobody reads the newspaper to escape from reality, as is often the case with television and radio. And unlike annoying telephone calls, people actually enjoy reading newspapers. Newspaper readers seek out in-depth, detailed political information. With newspaper in your media mix, you can be sure your ad dollars have been well spent.

SOURCE: NAA

V O T E R S A N D N E W S P A P E R S

Top ten reasons newspapers deliver for political campaigns

1. Newspaper readers are voters In presidential elections, 9 out of 10 newspaper readers cast a ballot. In the mid-term elections, when voting is typically much lighter, newspaper readers still delivered the vote, with more than 8 out of 10 newspaper readers going to the polls.

2. Newspapers are credible Voters look to newspapers for the information they need to make up their minds about candidates and issues. Newspaper advertising gives a campaign anaura of credibility and respectability that’s unmatched.

3. Newspapers consistently reach votersVoters consistently look to newspapers to help make up their minds about how they’ll vote. While the perceived usefulness of other media rises and falls as the campaign progresses, newspapers maintain their strength for influencing voter opinion. Voters count on newspapers to deliver the whole story about the candidates and issues, from the earliest moments of the campaign right up until Election Day.

4. Newspapers reach crucial undecided voters The conventional wisdom among consultants says that only 10-15% of the electorate is typically up for grabs at the end of any campaign. But in reality, that number is much higher. That’s because while only 10-15% of voters may be truly “undecided,” many more are far from certain about their vote. Among those who say they experience some indecision, three out of four are regular newspaper readers. Newspapers can put your message in the hands of this crucial constituency.

5. Newspapers are reliableNobody reads the newspaper to escape from reality, as is often the case with television and radio. And unlike annoying telephone calls, people actually enjoy reading newspapers. Newspaper readers seek out in-depth, detailed political information. With newspaper in your media mix, you can be sure your ad dollars have been well spent.

SOURCE: NAA

V O T E R S A N D N E W S P A P E R S

6. Newspapers make targeting easy Today’s newspapers can deliver the message right to the doorsteps of the voters you need to reach. In addition to ads running in the paper, you can have your message delivered in a flyer which the paper can design and print for you or on a "Stick-on" note placed on the front page. Bundle these options with the many online options to increase your reach with website ads, mobile ads and more!

7. Newspapers can provide more information to voters Use newspapers to highlight endorsements, issue clarification and candidate comparisons. Candidates can also use a compelling newspaper ad to generate interest from the press and garner valuable earned media opportunities.

9. All politics is local Voters know newspapers are the place to go to find out what’s going on in their communities. They know that unlike television or radio news programs, newspapers cover local issues every day of the week. And they know with a newspaper, they’ll get real, in-depth coverage of the local issues most important to them. The same issues often determine how they'll vote on Election Day.

10. Newspapers are an essential part of a successful media mixBroadcast, direct mail, and phone calls are all stilluseful, but you also have to put money into other proven and effective advertising mediums like newspaper.

Top ten reasons newspapers deliver for political campaigns

V O T E R S A N D N E W S P A P E R S

8. It’s easy to advertise in newspapers Placing political ads in newspapers has never been easier. Typically the media buy can be completed with a single order and check. Nearly every state has its own press association that can help you with all of your planning and buying needs. You can always call newspapers directly. Most have their own trained political sales staff.

SOURCE: NAA

2018

Undecided voters read the newspaper V O T E R S A N D N E W S P A P E R S

Active voters are active newspaper readers.

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Read Every Sunday

Read Every Day

Reads a Few Days Each Week

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SOURCE: NAA

Undecided voters read the newspaper V O T E R S A N D N E W S P A P E R S

Active voters are active newspaper readers.

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80

Read Every Sunday

Read Every Day

Reads a Few Days Each Week

V O T E R S A N D N E W S P A P E R S

SOURCE: NAA

2018

Undecided voters read the newspaper V O T E R S A N D N E W S P A P E R S

Active voters are active newspaper readers.

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20

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80

Read Every Sunday

Read Every Day

Reads a Few Days Each Week

V O T E R S A N D N E W S P A P E R S

SOURCE: NAA

Why consider newspapers? As viewing habits change, political strategies switch screens

V O T E R S A N D N E W S P A P E R S

SOURCE: NAA

The New York Times, April 1, 2012:“31 percent of likely voters had not watched television ‘live’ – that is, at the time it was being broadcast, as opposed to online or on a recording device – in the previous week. And of the 17 percent who said they mostly watched programs recorded on devices like a DVR, a large majority skipped through ads most of the time.”

Article’s key takeaways:• Mitt Romney's team spent 18 months trying to fight TV

advertising’s law of diminishing returns.• Candidates see greater value buying audiences online

and replacing TV buys with online.

2018

SOURCE: Nielsen Scarborough USA + Release 1 2016

NEWSPAPERS DELIVER ACROSS THE AGESEver hear the phrase “print is dead”? Well if you check with almost 170 million Americans, they’d tell you that nothing could be farther from the truth. In fact, a recent Nielsen Scarborough study found that more than 169 million adults in the U.S. read a newspaper in a month - whether it be in print, on a website or via mobile app. In total, newspapers reach 69% of the U.S. population in a given month.

NEWSPAPER READERSHIP BY PLATFORM

PRINT NEWSPAPERREADERS

DIGITAL NEWSPAPERREADERS

Delivering results

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The HD Media products in print and onlinebring your message to life in many ways.

Whether you choose full-color print ads, glossy brochures,direct mail, “Stick-on” notes, eye-catching links to your campaign’s website or pushing your social media posts to our website – we deliver.

HD Media can help you create ahigh-impact, targeted multi-media campaign.

Regardless of who your target audience is, diversify your media mix and let us deliver votes for you.

HD Media has you covered.Online. At Home. On the Go.

2018

Delivering results

V O T E R S A N D N E W S P A P E R S

Delivering results

V O T E R S A N D N E W S P A P E R S

304-526-4000946 Fifth Avenue

Huntington, WV 25701www.herald-dispatch.com

2018 An Effective Customized Campaign for every budget

Just a few of our stand-out marketing tools

• RetailadsinTheHerald-Dispatch,WayneCountyNews, Putnam Herald, Tri-State Weekly, The Logan Banner, Williamson Daily News, Independent Herald, and Coal Valley News and other targeted publications in the Tri-State area and Southern West Virginia.

• SingleSheetinsert(zonedforeffectivetargeting)

• FrontPage“Stick-ons”(limitedavailability)

• Meetthecandidatespecialsection.Publishedin The Herald-Dispatch the Sunday before early voting on April 22, 2018

• OnlineAdvertisingreachingover300,000 unique visitors monthly

• SectionFrontstripads