Marketing in Post-Katrina New Orleans

The effects of Katrina on marketing and media are of course trivial compared to the things that really matter, but I was nonetheless interested to read this report, highlighting some of the side effects that I had given no thought to.

The biggest effects have resulted from the huge dislocation of population, which has obvious effects on media consumption. Orleans Parish is down from 460,000 to 100,000, and St. Bernard is down almost 90%, from 67,000 to 7,000. The overall TV market has dropped from 1.6 million to a million. Because of the disruption, and because they've lost track of so many of their diary-keepers, Nielsen has suspended audience measurements until fall.

On the positive side, the influx of money for reconstruction is having its effect on advertising sales.

Radio advertising in particular has enjoyed increased demand for ad sales in the New Orleans region, according to Zehnder's report, which cites more commuters driving into the city from temporary residences outside, as well as increased congestion and longer drive times caused by infrastructure damage and repairs.

And New Orleans' losses, in population, have been Baton Rouge;s gains. That city is up about 50,000, and circulation of the local paper grew from 91,000 to 106,000.