News America Marketing Debuts SmartSource
Entrance Ads
Extra-Large Format Maximizes Creative Impact of Promotions
New York, NY (March 26, 2008) -- News America Marketing, a division of News Corporation (NYSE: NWS), today announced the launch of SmartSource Entrance Ads, which will wrap store security pedestals with vibrant full color, oversized advertising.
The ads are intended to grab a consumer’s attention the moment they walk through the door and are the only form of In-Store advertising that can guarantee reaching 100% of shoppers.
“Security pedestals offer billboard-sized advertising space to our clients immediately when shoppers walk in the store. SmartSource Entrance Ads are going to have an incredible impact on the consumer and are going to drive sales for our clients and for the stores in which they’re placed,” said News America Marketing President, Chris Mixson.
Research shows that Entrance Ads will allow advertisers to reach a wider audience than airing a television commercial during even the most popular programs like CSI or Desperate Housewives. Entrance Ads delivers a reach of 28 million and impressions of 110 million, as compared to a reach of 26 million, and 23 million respectively for each of the television shows. Magazine advertising fares even worse, with Family Circle, Good Housekeeping and Women’s Day offering reaches of 18 million, 17 million and 16 million, respectively*. What makes Entrance Ads even more attractive to advertisers is that they cost far less per impression than either television or magazine ads.
Jesse Aversano, News America Marketing’s EVP of Marketing said, "Smartsource Entrance Ads are designed to build brand equity, drive traffic, increase brand awareness and, most importantly, increase sales. The fact that they can achieve all of this with for less money than other forms of advertising makes them a terrific value at any time, but even more so when the economy is showing some signs of a struggle and media budgets aren’t what they were a year ago.”
News America Marketing’s EVP of Trade, Marty Garofalo added, “Beyond all the advantages for the advertiser, the stores where the Entrance Ads are placed benefit as well. Wear and tear on security pedestals inevitably leave them scuffed and dingy, no matter how often they’re cleaned. With our Entrance Ads, they get a facelift every four weeks, ensuring that they always look fresh and new. It really brightens up the front of the store and it’s a great way to make a good impression on the customer the moment she walks in the door.”
The ads will be installed by News America Marketing’s in-house field force and will be coming to a store near you this summer.
*Simmons, Spring 2007, based on drug-store network, cycle 10, 2007 store list; SRDS; Advertising Age; Neilsen, Electronic Media; Rate Card Prices
Note: The methodology used to calculate total impressions is based on the average impressions per store for a national program; the impressions for a partial store buy are estimates only.
News America Marketing®, a division of News Corporation, is the leading single-source provider of consumer marketing services. The company’s product portfolio, marketed under the SmartSource® brand name, consists of the first branded free-standing insert, known as SmartSource Magazine®, various in-store marketing products, merchandising services, database marketing tools and online promotions. These products and services allow marketers to deliver a brand message to over 200 million consumers each month via a network of 1,300+ newspapers and over 40,000 supermarket, drug, mass merchandisers and dollar-store locations across the country, including Albertson’s, Kroger, Winn-Dixie, CVS, Eckerd, Rite Aid and Family Dollar.
News America Marketing’s diverse portfolio of consumer-marketing programs includes:
IN-STORE MEDIA
SmartSource® At-Shelf Sampling SmartSource Bonus BoxSM
SmartSource CartsSM SmartSource Coupon Machine®
SmartSource Floortalk® SmartSource Freezer ShelftalkSM
SmartSource Freezer ExtraSM SmartSource Price Pop GuaranteedSM
SmartSource Shelftake One® SmartSource ShelftalkSM
SmartSource Shelftalk Banner® SmartSource Shelftalk Banner® Extra
SmartSource Showcase® SmartSource Showcase® Extra
HOME-DELIVERED MEDIA TRADE MARKETING
SmartSource Magazine® SmartSource Price Feature PlusSM
SmartSource Custom Publishing®
Direct Response Advertising
Partnerships Themed Events
ONLINE MEDIA
SmartSource Online Savings NetworkSM
DATABASE MARKETING
SmartSource Direct®
MERCHANDISING SERVICES
News America Marketing—International provides consumer-marketing services in Canada, Australia and New Zealand; in addition, we have a network of advertising and promotion partners in Asia, Europe, South America and Africa.
News Corporation (NYSE: NWS, NWS.A; ASX: NWS, NWSLV) had total assets as of September 30, 2007 of approximately US$64 billion and total annual revenues of approximately US$30 billion. News Corporation is a diversified entertainment company with operations in eight industry segments: filmed entertainment; television; cable network programming; direct broadcast satellite television; magazines and inserts; newspapers; book publishing; and other. The activities of News Corporation are conducted principally in the United States, Continental Europe, the United Kingdom, Australia, Asia and the Pacific Basin.
Contact: News America Marketing
Laura Richards
212.782.8145
lrichards@newsamerica.com
Rubenstein Associates Public Relations
Janet Wootten
212.843.8032
jwootten@rubenstein.com
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