audience 2014 and beyond from a c to an...

Audience 2014 and Beyond

From a C to an A

Dan Schaub September 19, 2013

Our Business 2014 and Beyond

Is it true… ?

.… The rest of our years will be the best of our years….

Audience Strategies 2014 and Beyond

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Today’s Topics

Audience development, not circulation

The new audience development role

The new model - serving consumers and advertisers

Digital offerings – 2 examples

Growth opportunities: audience & revenue

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Make the Conversion

Changing the way people think (internal)

ONE BRAND / Multi products & platforms

ABC to AAM / Publisher Statements to Consolidated Media Reports

Changing the way others see us (external)

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It’s Audience Development, NOT Circulation

Targeted Consumer Offerings

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Opportunity Street – USA

House 1 – Print Newspaper

House 2 – Print & Digital Bundle

House 3 – Digital Subscription

House 4 – OPT-IN Sunday Select

House 5 – TMC Mail Package

House 6 – Weekly Bi-Lingual Newspaper

House 7 – Online Deal Saver Program

House 8 – NIE Student Program

House 9 – Single Copy Buyer

House 10 – JDA Print Delivery

Offerings By Person

Dad = Sports fan – Likes fantasy football

Mom = Gardener – Plants garden each year

Child 1 = High school student – College bound

Child 2 = Middle School – Also 4H member

2 Dogs = In need of pet supplies

1 Rabbit = Needing to avoid the wolf!



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Product offerings and content that

fill progressive needs!

Third Down

Player Strengths/ Weaknesses

First Down

NFL Season Calendar

Second Down

Specific Team Stats



Creating Audience Reach

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+48%

Total Market Coverage (Shopper)

Audience/HH Reach %

0% 25% 75% 50% 100%

+4%

Vida en el Valle (Spanish language

publication)

98% Total Market Reach Using All Products

+8%

Sunday Select (Preprint package)

+9%

Digital (Sacbee.com and

Mobile)

Sac Bee (Newspaper)

29% Reach (average issue)

Source: Scarborough 2012 R2, Sacramento CBSA: ABC (AAM)

Sac Bee (Newspaper)

29% Reach (average issue)


Connecting

Connecting with and influencing today’s modern consumer occurs

throughout the day. Our products engage when called upon – they do not

interrupt.


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Serving Your Market

The change agent

The consumer’s voice

The evangelist (with belief) for your products

The innovator – testing new products and practices

The Leader – your team will follow your lead

The New Audience Development Role

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Start With a Survey

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New Model – Serving Consumers and Advertisers

Asking questions and listening

Don’t lead the witness…

Using every contact to learn

Consumers will engage with products they need

Advertisers will like responsive consumers

Internal Survey = Great Financial Upside

Original estimate: $21 million

Site visit findings: $24 million

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Organizational structures

Consumer offerings

Distribution models

Subscriber retention

Sales results by channel

Transportation methods

Community engagement

Product pricing

Opportunities

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Create and charge for premium days

Create and grow “opt-in” products (paid & free)

Charge what your products are worth

Leverage your distribution channel

Set appropriate wholesale rates

Ensure world-class customer service

Charge for HD complaints

Reduce the CPO / Improve retention

Begin charging a new start activation fee

Eliminate the vacation credit – transition to anywhere / anytime / any device

Touch each household – Individual in each household


Examples: Programs That Work

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Content which improves LIFE / LIFESTYLES in a household

Two extra pages to a section does not work

Know what your audience needs

Response from consumers is your measuring stick

Premium Day Example



Example – PLUS offering

Home Delivery

Bundled package includes print, web, mobile, certain apps and replica e-edition

Modest price increase upon renewal

Print-only option available

Digital-only

Digital-only package includes web, mobile, certain apps and replica e-edition

Package minimums: $6.95/mo and $69.95/year

Pageview threshold set at 15

Initial focus on home delivery given size of opportunity. Digital-only focus to come.

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Example – Deal Saver Program

Consumers Win :

Great discounts from local providers

A trusted brand

A safe place to do business

Advertisers Win :

Opt –in / registered users

A trusted brand / local contacts

Local marketing campaigns

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Caliente

It’s new. It’s Miami. And it’s hot.

Designed to captivate a Spanish-preferred audience

Allows advertisers to precisely target a niche market

It is different - a free, 36 page tabloid-style, weekly

Targets non-subscribers and has a home delivery distribution of 60,000 copies


Example – New Product

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Making the Consumer Connection

Creation of a long-term vision

Every CONTACT matters

Use of technology – IVRs and the Web

Monitoring, calls, e-mails, letters

Leverage you building / market position

Meeting with consumers

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Opportunities to Build an Audience

“Plus” was not meant to be a price increase

Vacation travel is a huge opportunity

Leverage every asset you have

Market to and reward your audience

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5 Things All Should Do: Daily e-mail push to all digital subscribers

Host events (formal to fun)

Publish your e-mail address & phone number

Know your retention by day – plan your touch points

Capture and use e-mail addresses

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Stuck in a circulation framework

Breakdown in team / assignments

Everyone wants to be a marketer

Fighting over priorities

Divisional walls

Organizational Transformation

Avoid The Road Blocks

10 Recommendations for 2014

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1. Shut down your circulation department

2. Create an audience development department

3. Survey the households in your market

4. Build offerings to meet consumer needs

5. Leverage the content you own

6. Transition to right pricing by product – bundle – target

7. Aggressively grow audience revenue

8. Improve operational practices

9. Provide needed leadership

10. Improve reporting and auditing practices

Audience 2014 and Beyond

From a C to an A

Dan Schaub September 19, 2013

audience 2014 and beyond from a c to an...

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