Audience 2014 and Beyond. From a C to an A

Transcription

1 Audience 2014 and Beyond From a C to an A Dan Schaub September 19, 2013

2 Audience Strategies 2014 and Beyond Our Business 2014 and Beyond Is it true?. The rest of our years will be the best of our years. 2

3 Audience Strategies 2014 and Beyond 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 3

4 It s Audience Development, NOT Circulation 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) 4

5 It s Audience Development, NOT Circulation Targeted Consumer Offerings 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 5

6 It s Audience Development, NOT Circulation Targeted Consumer Offerings 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! 6

7 It s Audience Development, NOT Circulation Targeted Consumer Offerings Product offerings and content that fill progressive needs! First Down NFL Season Calendar Second Down Specific Team Stats Third Down Player Strengths/ Weaknesses 7

8 It s Audience Development, NOT Circulation Creating Audience Reach 29% Reach (average issue) +9% +8% +4% +48% 98% Total Market Reach Using All Products Sac Bee (Newspaper) Audience/HH Reach % Digital (Sacbee.com and Mobile) Sunday Select (Preprint package) Vida en el Valle (Spanish language publication) Total Market Coverage (Shopper) 0% 25% 50% 75% 100% Source: Scarborough 2012 R2, Sacramento CBSA: ABC (AAM) 8

9 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. 9

10 The New Audience Development Role 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 10

11 New Model Serving Consumers and Advertisers Start With a Survey 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 11

12 New Model Serving Consumers and Advertisers Internal Survey = Great Financial Upside Original estimate: $21 million Site visit findings: $24 million Opportunities Organizational structures Consumer offerings Distribution models Subscriber retention Sales results by channel Transportation methods Community engagement Product pricing 12

13 New Model Serving Consumers and Advertisers Examples: Programs That Work 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 13

14 New Model Serving Consumers and Advertisers Premium Day Example 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 14

15 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. 15

16 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 16

17 New Model Serving Consumers and Advertisers Example New Product Caliente It s new. It s Miami. And it s hot. Designed to captivate a Spanishpreferred audience Allows advertisers to precisely target a niche market It is different - a free, 36 page tabloidstyle, weekly Targets non-subscribers and has a home delivery distribution of 60,000 copies 17

18 New Model Serving Consumers and Advertisers Making the Consumer Connection Creation of a long-term vision Every CONTACT matters Use of technology IVRs and the Web Monitoring, calls, s, letters Leverage you building / market position Meeting with consumers 18

19 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 5 Things All Should Do: Daily push to all digital subscribers Host events (formal to fun) Publish your address & phone number Know your retention by day plan your touch points Capture and use addresses 19

20 Organizational Transformation Avoid The Road Blocks Stuck in a circulation framework Breakdown in team / assignments Everyone wants to be a marketer Fighting over priorities Divisional walls 20

21 Audience Strategies 2014 and Beyond 10 Recommendations for 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 21

22 Audience 2014 and Beyond From a C to an A Dan Schaub September 19, 2013