audience 2014 and beyond from a c to an...
TRANSCRIPT
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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Audience Strategies 2014 and Beyond
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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It’s Audience Development, NOT Circulation
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!
It’s Audience Development, NOT Circulation
Targeted Consumer Offerings
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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
It’s Audience Development, NOT Circulation
Targeted Consumer Offerings
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)
It’s Audience Development, NOT Circulation
Connecting
Connecting with and influencing today’s modern consumer occurs
throughout the day. Our products engage when called upon – they do not
interrupt.
It’s Audience Development, NOT Circulation
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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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New Model – Serving Consumers and Advertisers
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
New Model – Serving Consumers and Advertisers
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
New Model – Serving Consumers and Advertisers
New Model – Serving Consumers and Advertisers
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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New Model – Serving Consumers and Advertisers
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
New Model – Serving Consumers and Advertisers
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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New Model – Serving Consumers and Advertisers
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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New Model – Serving Consumers and Advertisers
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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Audience Strategies 2014 and Beyond
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