Clacksons

Clare Hills

Clacksons

February 2006

From Plymouth Harbour

Clacksons

Introduction

Brittany Ferries have promoted services from Plymouth Harbour in North Devon and Cornwall titles.

The following presentation takes a look at the 45 minute drive time catchment of Plymouth Harbour in terms of;

Demographic differences

Rural vs urban areas

Reach of ABC1 adults

Comparative reach of these demographic groups

The benefits afforded by optimising your advertising schedule.

Clacksons

45 minutes drive time of Plymouth Harbour

Clacksons

Clackson’s coverage of the catchment

Clacksons

The Rural MajorityComparison of size and socio-economic profile of conurbations and rural areas within 45 minute catchment of Plymouth Harbour.

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

Conurbations Rural Area

C2DE

ABC1

344,714 adult population

430,510 adult population

50.6%

49.4%

46.5%

53.5%

Source: JICREG 1st February 2006 Conurbations – Plymouth and Torbay U.A and Exeter Borough Council

Within the 45 minute catchment the rural population is 25% larger than the conurbation population.

Additionally, the profile of the rural market is skewed towards the affluent ABC1 socio-economic groups, making the rural majority an important market segment to target.

Clacksons

Reach of the rural market

Rural80% Urban

20%

Readership profile of Clacksons portfolio

Readership profile of Northcliffe Dailies

Urban65%

Rural35%

The rural population is a significant and important market within the 45 minute catchment of Plymouth Harbour.

The rural majority is best served by the Clacksons portfolio of local weekly titles; 80% of their readership stems from the rural market.

The Northcliffe dailies are predominantly urban products, with 65% of readership from the major conurbations, but just 35% in the rural areas.

Source: JICREG/TELMAR 1st February 2006 Conurbations – Plymouth and Torbay U.A and Exeter Borough Council

Clacksons

By indexing the socio-economic readership profile of Clacksons and Northcliffe titles against the profile of the 45 minute drive time of Plymouth Harbour, we are able to identify the titles which provide above average readership in this affluent segment.

Reflecting the ABC1 socio-economic groupings

Source: JICREG 1st February 2006

The Clacksons portfolio of local weekly titles provides the four titles with above average index of affluent ABC1 readers.

By comparison the Northcliffe Daily titles have indices that are below average for ABC1 readership profile.

Index = less than 100 lower than average

Index = 100 average profile

Index = 100 above average profile

TitleIndex of ABC1's

Tavistock Times Gazette 121.4South Hams Gazette & News 111.9Dawlish Gazette & Teignmouth News 108.5Mid Devon Advertiser & Times 107.1Cornish Times 99.9Torquay Herald Express 99.1Western Morning News 98.1Liskeard Gazette & Journal 92.8Plymouth Evening Herald 87.4Plymouth Sunday Independent 83.8Exeter Express & Echo 82.3Cornish & Devon Post 72.0

Clacksons

Comparative reach of the catchment

38.8%

36.5%

39.3%

33.9%

20.0%

22.0%

24.0%

26.0%

28.0%

30.0%

32.0%

34.0%

36.0%

38.0%

40.0%

Total AIR's ABC1 AIR's

Clacksons portfolio

Northcliffe Dailies

Source: JICREG/TELMAR 1st February 2006

The Clacksons portfolio of local weekly titles provides 300,413 AIR’s (38.8% reach) in the 45 minute drive time catchment of Plymouth Harbour.

This is 6.1% more reach than provided by the Northcliffe Dailies.

When looking at the ABC1 socio-economic group, Clacksons reach 148,541 ABC1 AIR’s (39.3% reach) in the catchment area.

This is 15.9% more ABC1 readers than Northcliffe Dailies.

Clacksons

Duplication of ABC1 readership

Source: JICREG/TELMAR 1st February 2006

108,839 Solus AIR’s of Clacksons local weekly portfolio

88,418 Solus

AIR's of Northcliffe

Dailies

39,702 duplicate readers

The Clacksons portfolio combined with the Northcliffe Daily titles provides a net reach of 236,959 ABC1 readers, 62.6% of the upmarket ABC1 catchment.

There is just 17% duplication in readership (39,702 AIR’s) between the two portfolio’s, minimising the wastage, whilst maximising the reach of the upmarket catchment.

Clacksons

Optimising reach – scheduling options

Total Reach Reach of ABC1 Audience

Source: JICREG/TELMAR 1st February 2006

Whether looking at total reach or reach of the ABC1 segment, option 2 – 4 insertions in the Clacksons portfolio, provides higher reach than option 1.

However, by splitting the schedule to 2 insertions in each package increases reach by around a half (against the Northcliffe Dailies).

Option 1 Northcliffe DailiesNo of insertions per title 4Net AIR's in catchment 383,018Net reach of catchment 49.41%

Option 2 Clacksons PortfolioNo of insertions per title 4Net AIR's in catchment 405,138Net reach of catchment 52.26%

Option 3

Split Schedule - Clacksons Portfolio &

Northcliffe DailiesNo of insertions per title 2Net AIR's in catchment 563,921Net reach of catchment 72.74%

Option 1 Northcliffe DailiesNo of insertions per title 4Net AIR's in catchment 177,269Net reach of ABC1's in catchment 46.86%

Option 2 Clacksons PortfolioNo of insertions per title 4Net AIR's in catchment 202,831Net reach of ABC1's in catchment 53.61%

Option 3

Split Schedule - Clacksons Portfolio &

Northcliffe DailiesNo of insertions per title 2Net AIR's in catchment 273,877Net reach of ABC1's in catchment 72.39%

Clacksons

Summary

The rural population is 25% larger than the urban population within the 45 minute catchment area.

This rural majority are also skewed towards the ABC1 socio-economic segments which are an important target market for the travel tourism industry.

Over 80% of Clacksons readership stems from this rural market, compared to just over a third of Northcliffe Dailies readership.

Clacksons portfolio of local weekly titles provides 39% reach of the Plymouth Harbour 45 minute catchment.

The Clacksons portfolio offers a significant proportion of above average ABC1 profile titles.

Comparatively, the reach of the ABC1 audience is a particular strength of the Clacksons portfolio.

Combining the Clacksons and Northcliffe Daily packages maximises reach, whilst minimising wastage, with just 17% duplication of the ABC1 audience.