using data to improve your advertising program
DESCRIPTION
Presentation by Todd Von Deak ([email protected]) and Brendon Shank ([email protected]) on using data to improve your advertising program for your non-profit/association's publication. The presentation offered an outline of steps you can take to build a data program at your own organization.TRANSCRIPT
Using Big Data to Bring Cohesiveness to Your Advertising Program
Brendon Shank - Society of Hospital MedicineTodd Von Deak, MBA, CAE - TVD Associates
Association Media and Publishing - June 2013
Appreciate that Tradeoffs are Multi-Dimensional
Start to Identify Your Questions
Begin to Map your Data
Have a Simple Plan for Moving Forward
@bshank @tvondeak
Our Time May be Limited, But Our Goals are Not!
Todd Von Deak, MBA, CAE
The smart decisions are not always the obvious ones.
Brendon Shank
Put yourself in a position to ask solid questions.
Big Take-Aways: Any Others?
@bshank @tvondeak
@bshank @tvondeak
Annual MeetingApps
Chapter EventsFellowship
Leadership AcademyMembership
Mentored ImplementationOnline Communities
Publications - Print & ElectronicSpecialty Events
Webinars
@bshank @tvondeak
@bshank @tvondeak
House Ads Editorial Shirt-Tail
It Started with a Simple Question...
@bshank @tvondeak
Average Salary?
@bshank @tvondeak
According to Indeed.Com
$69,000
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House Publication7 Ads - 2K/Edition - $24k/Yr
1/3 of a Designer
Editorial Shirt-Tail5 Minutes / $21 / $ $252
1/273 of a Designer
@bshank @tvondeak
House AdsCost: $2,000+
Editorial Shirt-TailCost: $3.31
Advertising & Sales OfficePharmaceutical Media, Inc.30 East 33rd Street, 4th FloorNew York, NY 10016P: 212-685-5010 F: 212-685-6126
Joe Schuldner, Advertising Sales ManagerP: 212-904-0377 E: [email protected]
Julie Jimenez, Production ManagerP: 212.904.0360 E: [email protected]
Publisher & Editorial OfficeWiley111 River Street Hoboken, NJ 07030P: 781-388-8250 E: [email protected]: Vickie Thaw [email protected]
Brooke Maynard, Reprint Sales RepresentativeP: 781-388-8487 E: [email protected]
Chris Breslin, Business Development ManagerP: 443-512-0330 E: [email protected]
CirculationTotal Circulation: 22,738
Circulation Verification: BPA
Circulation Breakdown:
SHM Total Members: 8,835
SHM Roster: 6,381
Internal Medicine Residents: 5,944
Editorial InformationPhysician Editor: Danielle Scheurer, MD, FHMEditor: Jason Carris, [email protected] Ratio: Average 50% to 50%
Advertising InformationEarned Rates: Rates based on number of total units used within a calendar year (e.g., six full pages and six half pages earn the 12x rate).
Combination Frequency: Ads placed in The Hospitalist and the Journal of Hospital Medicine combine for earned frequency rate.
Discounts & Advertising Incentives: Run a paid ad in every issue, January through November, and receive a free placement in the December issue. The free ad must be for the same brand and must be of equal or smaller size than its paid counterpart.
Policy on Ad Placement: Interspersed
Agency Commission: 15% (subject to withdrawal on accounts not paid within 60 days of invoice date).
Requirements for Acceptance of Advertising: All advertising is subject to the approval of the editors and the publisher.
Display Advertising RatesFrequency King Island A 1/ 2 Island 1/4 Page
1x $4,455 $3,675 $2,950 $2,1456x $4,405 $3,500 $2,880 $2,08012x $4,185 $3,400 $2,810 $2,00024x $4,100 $3,370 $2,750 $1,94536x $4,035 $3,300 $2,725 $1,86548x $3,910 $3,195 $2,645 $1,80560x $3,890 $3,160 $2,605 $1,72072x $3,820 $3,090 $2,525 $1,66596x $3,755 $3,030 $2,450 $1,570120x $2,605 $3,000 $2,380 $1,445
Color Rates In addition to earned B&W Rate:
4-color process: $1,670
Cover & Preferred Positions In addition to earned B&W Rate
Second cover: 35%
Fourth cover: 50%
Positions available on a non-cancelable basis.
Inserts: Charged at the earned black-and-white page rate.
2013 Display Advertising Rate Card Effective January 2013
www.The-Hospitalist.org
The Hospitalist is a news publication for hospitalists throughout the United States, reporting on issues and trends in the practice of hospital medicine. Each issue gives readers practical advice from leading authorities in the field on selected topics in clinical management, ethical concerns, public policy, and medical-legal issues. The Hospitalist also includes an extensive classified section featuring a comprehensive listing of job opportunities geared toward physicians practicing hospital medicine.
Paid AdvertiserRevenue: $2,000+
@bshank @tvondeak
The Questions Only Just Begun...
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The Questions Only Just Begun...
@bshank @tvondeak
What Questions Do You Want to Ask?
@bshank @tvondeak
Map Your Data Pathways
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Text
Text
Include:
Paid and House
All Channels
Non-Traditional Sources
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Don’t Rush - Track In Silos
@bshank @tvondeak
Now Build
@bshank @tvondeak
@bshank @tvondeak
1) Identify Your Questions
2) Map Your Data
3) It’s OK to work in Silos
4) Tips for Building
@bshank @tvondeak
Todd Von Deak, MBA, CAE
The smart decisions are not always the obvious ones.
Brendon Shank
Put yourself in a position to ask solid questions.
Big Take-Aways: Any Others?
@bshank @tvondeak
Brendon Shank - Society of Hospital Medicine
[email protected]@bshank
Questions?
Todd Von Deak - TVD Associates
[email protected]@tvondeak
@bshank @tvondeak