Media Comparisons


KOIN Media Strengths

  • Enables the advertiser to reach large, mass audiences with a single exposure
  • Presents audio and video, combining sight, sound, motion and emotion
  • Can be used as a reach and/or a frequency medium
  • Portrays a glamorous image for brand building
  • People spend more time with television than any other medium
  • Targets specific demographics through program selection and creates an impact on culture
  • Delivers the ability to saturate a market with a particular campaign on a local basis
  • Delivers the bulk of primetime viewing
  • Carries the reputation of having the most influence on consumers of any medium


  • Video medium just like television using sight, sound, motion, and emotion, but footprint only reaches 48% of the Portland market
  • KOIN Media measures your business on cost per shopper not cost per spot
  • Has zoning capability, but Television can reach your customer more efficiently and effectively


  • Hands-on medium with no audio or emotion
  • Best use is for price and item, not the best medium for building awareness or image-building
  • Daily circulations continue to decline, as most consumers are now depending on electronic media for news


  • Best use is as a frequency medium making a message known through repeated play
  • Listener Fragmentation: Need to buy deep on many stations to develop reach; single stations have very small audiences
  • Uses the element of sound only as an influence, limiting full attention
  • Background medium: Audio only becomes secondary and advertiser’s message gets lost
  • Homogenization: Station groups airing syndicated shows like Delilah at the same time on multiple stations in Portland

Yellow Pages

  • Used as a reference source only; most consumers use search now versus Yellow Pages
  • Contains only ads; no editorial content to involve the reader
  • Passive: consumers don’t use Yellow Pages until they are ready to make a purchase
  • No competitive protection: competitors’ ads are on the same page
  • Inflexible: ad must be ready two or three months before publication, and will run a whole year
  • Creative content is somewhat limited
  • Inconvenient: many directories are bulky and hard to store

Outdoor Advertising

  • Limited Message due to creative constraints causing low recall
  • Best used as a directional or for brand package recognition
  • Negative environmental image
  • Lack of research data. It is a difficult medium to measure
  • Viewership is subject to weather conditions, traffic flow and environment
  • Limited availability
  • Many are occupied by 12-month advertisers
  • People view a board 3-5 seconds. Time spent with a board is very minimal

Direct Marketing

  • Best used to retain existing customers; not attracting or expanding a new customer base
  • Is being replaced by Social Media; Facebook, Twitter, etc
  • Typically returns are only 1-2% therefore; there is a lot of waste with this media
  • Requires a long lead time to produce and deliver to the consumer