thomas j. easley - nejm - professional scholarly publishing

NEJM & JW Online February 6, 2009

Our challenges may be new

The instruments with which we meet them may be new

But those values upon which our success depends

These things are old

These things are true

NEJM Then…

User

Databases

Text

Supplements

Slide Shows

Audio

Video Metadata

NEJM Now…

Audience Segments

Program Portfolio

Business Requirements

Physicians

AuthorsReviewers

Residents

Specialty

Practice Setting

Country

Librarians

Researchers

Demographics

Media

Nurse/PA

NEJM

Articles

Videos

CME

Blogs

Community

My NEJM

Podcasts

YouTube

Specialty Targeting

News

E-Alerts

Order forms

Search

Mobile

Market Research

Circulation

Institutions

Advertising

Brand

Teaching

Students

Analytics

Beta Community

Facebook

iPhone

Kindle

JW

Manage a Portfolio Not a Product

This Means Both Content AND Customers

What Advertisers Want

– Targeting– Measurable performance– Integration in their marketing mix– Creative opportunities

• ROS advertising (banners, towers, etc.)• Sponsorships• Multimedia

– A Program of Solutions (not just impressions)

What Advertisers Want

– Customer Data– Analytics– Targeting– Passive and Active Authentication– A Portfolio of Content and Services

• Onsite• Alerts

What That Means for Publishers

NEJM.org AudiencePCPs = FMs + IMs + GP

46%

PCPs = FMs + IMs + GP46%

0.0%5.0%

10.0%15.0%

20.0%25.0%30.0%

35.0%40.0%

45.0%50.0%

1 or 2 3-5 6-10 11-15 More than15

NEJM.org AudienceYears in Practice

NEJM.org Activity• 700,000 uniques/month, US• 8 million pageviews/month, US• Average user session: 5 min, 37 sec• Average pageviews/visitor: 6• 48% of visitors return within 30 days• Ongoing SEO efforts• Audience:

• Print subs activated online• Online-only subs• Academic, Hospital/

Institution and Corporate site license users

• Registered users & others

NEJM.org Advertising

• # 1 medical journal website (Nielsen/Manhattan)

• Roadblocks and some rich media accepted

NEJM.org : Targeting by Content TypeThe TOPIC COLLECTIONSlink from the homepage

to targeted content

NEJM Weekly eTOC Sponsorship

• Physicians stay connected to what is new and important in medical research and clinical practice

• A weekly opt-in newsletter covering new content published that week

• Broadcast on Wednesdays at 5:00 PM EST to over 315,000 US MDs and HCPs

• Exclusive weekly sponsorship • Display or text ad

#4 most frequently read e-newsletter for

professional purposes (Manhattan Research ePharma

Physician® v8.0)

#4 most frequently read e-newsletter for

professional purposes (Manhattan Research ePharma

Physician® v8.0)

NEJM Weekly eTOC Sponsorship

• Physicians stay connected to what is new and important in medical research and clinical practice

• A weekly opt-in newsletter covering new content published that week

• Broadcast on Wednesdays at 5:00 PM EST to over 315,000 US MDs and HCPs

• Exclusive weekly sponsorship • Display or text ad

• Open Rate: 20%• MDs-only Open Rate: 27%

• Content CTR: 43%• MDs-only Content CTR: 46%

#4 most frequently read e-newsletter for

professional purposes (Manhattan Research ePharma

Physician® v8.0)

#4 most frequently read e-newsletter for

professional purposes (Manhattan Research ePharma

Physician® v8.0)

NEJM Audio Summary Podcast Sponsorship• For the savvy, connected physician• 10-second “pre-roll” on audio summary of weekly edition• Pre-roll is embedded in:

– All plays using NEJM player (avg. 21,000/month)– All MP3 downloads (avg. 56,000/month)– All podcast downloads (avg. 53,000/month)– Total monthly downloads, plays = 130,000 avg.

• Bonus banner ad impressions to player page• Sponsorship package

NEJM.org Interactive Sponsorships#3 most useful podcast

for professional purposes -- and the only

journal cited (Manhattan Research ePharma Physician® v8.0)

#3 most useful podcast for professional

purposes -- and the only journal cited (Manhattan

Research ePharma Physician® v8.0)

NEJM Image Challenge Sponsorship• Popular gaming feature; physicians use

it to test diagnostic and visual skills• 3rd most popular section on site (after

homepage and search)• High engagement: 2.2 million user

responses per year• Exclusive leaderboard position on

Image Challenge Section, 50,000 impressions

• Package includes 50,000 ROS impressions

• Image Challenge package

NEJM.org Interactive Sponsorships

Videos in Clinical Medicine Sponsorship• Popular learning tool • Exclusive leaderboard on video summary

and download options pages (avg. 20,000 impressions/month)

• Package includes 50,000 ROS impressions• Sponsorship package

NEJM.org Interactive Sponsorships

JWatch.org Advertising

• Target ads to 33 specialty and disease-oriented sections

• 250,000 uniques/ month US• 1 million pageviews/month US

• Target by specialty-based content—12 Specialty Groups• Groups include weekly eTOCs and monthly topic alert emails• Exclusive monthly sponsorship (first-come, first-serve) with

leaderboard ad• All recipients are opted-in, offering an engaged audience

Journal Watch Targeted Email Groups

12 Journal Watch Groups Monthly SendsCardiology 132,000

General Medicine 360,000

Infectious Diseases 86,000

Pediatric & Adolescent Medicine 81,000

Psychiatry 73,000

Neurology 68,000

Gastroenterology 63,000

Emergency Medicine 58,000

Women’s Health 109,000

Oncology/Hematology 43,000

Dermatology 36,000

HIV/AIDS 29,000

Journal Watch Email Advertising Groups

• The last 24 hours of medical news in the first 3 minutes of their day, sent by 7am EST Monday - Friday

• Features 3-5 clinically-focused briefs by 9-member physician editorial board covering:• medical journals• government agencies• scientific conferences• major news outlets

• Average open rate of 30%

• Weekly buy includes:• 50% SOV per• 275,000 sends • 55,000 US opted-in HCPs

Physician’s First Watch

What About Social Media?

Zuckerberg’s Law

Next year people will share twice as much information as they share this

year, and [the] next year, they will be sharing twice as much as they did the

year before.

Thank You!

Thank You