Arizona Republic, a newspaper serving 1.275 million households in Maricopa and Pinal counties in Arizona, is using ESRI’s ArcGIS family of software to give advertisers the option to reach consumers on a “per-piece” basis. This option allows advertisers to target consumers more accurately than by traditional means of marketing by ZIP Code, census block group or carrier route. GIS has made selling inserts to advertisers easier. The newspaper can now offer solutions they could not before, including selecting demographics based on geography and selecting individual households. It has given their customers a more competitive edge.
Sales staff log on to a map-based application of the Arizona Republic’s coverage territory to view subscribers and non-subscribers and select from a pull-down list of demographics to help advertisers target customers more precisely. For example, if an advertiser is interested in customer income, they can choose that demographic variable and the value, such as household income between $50,000 and $74,999. More demographic variables can then be queried such as finding only swimming pool owners in the income bracket they selected. Using GIS, advertisers are able to specifically market to the customers they would like by selecting particular households for inserts, instead of blanketing an entire carrier route, ZIP Code or census block.