You Spend How Much on Newspaper ads?
Consider this.....80% of automotive consumers start their search for a new vehicle on the internet. Now check out this graph from a 2007 NADA data sheet, specifically the percentages for newspaper & Internet.
Talk about things that make you go hmmm....27.3% on newspaper and 11.5% on internet. Do 80% of new car buyers search for vehicle info and local dealers through which medium? Now consider this fact published by Media Life Magazine concerning research data from Jupiter Research...
"It found that on average online users are now
spending about 14 hours a week surfing the internet, which is equal to
the amount of time that they spend watching TV.
By
comparison, on average each week they spend one hour reading magazines,
two hours perusing newspapers and five hours tuning into the radio. In
fact, they spend more time online than they do with all those other
media combined." (you can read the full article here)
The time has come for dealerships seriously reconsider their overall marketing budget is allocated, especially when it comes to newspapers. The ability of online media and advertising outlets to target users by location is outstanding. It's to the point that if a dealership has the vision and guts, Yahoo can put your ads on the front page of Yahoo!. That is your dealership or auto groups ad, right here, targeted to people from your area. I know this because I've spoken with Yahoo and seen some sample dealership ad programs. Now it's not cheap but then again neither is newspaper advertising....Stayed tuned to this blog for more info....
