If you read the online media, you’ll know that traditional media such as television and printed newspapers are dead in the water. Gone. Kaput. But not so fast, says the latest survey. There’s life in the old girl yet. What does this surprising news mean for your marketing programme?

Most of us still watch TV the traditional way and few New Zealanders download illegally, the latest media survey shows.

Surprising highlights

Surprising highlights of the New Zealand on Air-commissioned Where Are the Audiences? included:

  • Traditional broadcast platforms (TV & radio) still deliver the biggest audiences in New Zealand, including hard to find and targeted audiences
  • More New Zealanders tune in to these media, more often, and for longer than any alternatives
  • Radio and newspapers (including online) typically start New Zealanders’ day, and TV takes over at 6pm

Graph: Average Weekly Reach of Media Types

Source: Where Are The Audiences? Survey, New Zealand on Air

How are these findings any different from those of similar surveys conducted ten and even twenty years ago?

More choice than ever before

To begin with, there’s far more choice than ever before. The survey says all media exhibits audience fragmentation, but significant audience concentrations still exist on TV channels, and to a lesser extent broadcast radio stations and New Zealand On Demand sites.

Surprisingly, digital media was found to be only taking small bites of the overall media pie. Even amongst the young (15 - 24 year olds), TV is still easily the most popular media, reaching 76% of that market. The only market for which TV doesn’t dominate is the Asian ethnic group, which watches as much online video, such as YouTube, as traditional television (62 per cent).

The good news for digital

The good news for digital – and for marketers – is that the report found that linking digital with mainstream or linear services was good at extending the life of content.

As an aside, newspapers still reach 78% of people, but this total includes online readership, and a quick look at the latest ABC print newspaper circulation figures shows numbers have plummeted by as much as 14% over the past 12 months.

What does all this mean for your franchise marketing strategy?

  • The growing fragmentation of the media and divide between online and offline media is creating greater marketing challenges than ever before
  • At the same time, these factors are creating greater opportunities for savvy marketers, especially in the ability to reach their target markets more intimately through a greater range of media
  • It is too early to completely ditch offline media for online, even though the temptations of “free” and pay-per-click marketing are great – the real cost of digital and social media marketing must be measured in time and effort as well as direct costs

Marketers' Massive Arsenal of Options

Today’s marketer has a massive arsenal of options available, including guerrilla marketing, but must remember that “traditional” marketing still has its place and should be seamlessly integrated into the overall marketing strategy

We are unashamed of our long background in marketing, having started in the days when the alternatives could be counted on the fingers of two hands, because we believe that the core principles haven’t changed – you still require a value proposition that engages the prospective customer. Today, we also unashamedly have boots in two camps – offline as well as online – and are excited about the myriad opportunities available to our clients. To us, the challenge is to integrate it all into a cohesive and incredibly powerful whole that not only generates brand awareness but drives leads and sales.

If you’re looking for a marketing strategy that takes advantage of ALL the opportunities available, talk to us about your goals.

Contact us now for a free initial consultation.

Article by Robin La Pere, No Ordinary Business and Franchise Consultants

Contact me at robin@noordinary.co.nz.

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Robin La Pere of

No Ordinary Consultants has been a marketing manager, franchise manager, CEO, franchisor and, now, a franchise and marketing consultant. He has a Post-Graduate Diploma in Business: Marketing from the University of Auckland and a proven track record of success in marketing.





"Robin had a significant and positive
impact ... on Signature Homes as a whole, as evidenced by the fact that our business became one of the fastest growing businesses in New Zealand, winning a Deloittes Fast 50 Business Award in 2003, seeing total sales soar by more than 500%."


          Gavin Hunt, Signature Homes