NAA Spring Audience & Revenue Webinar Series:
Audience and Revenue Building: Ideas That Work The best from the most recent collection of ideas that worked. The goal is to provide session participants with turnkey programs they can implement at their newspapers. Today’s Presenters • Jerry Hill, senior vice president of circulation for Gannett Co. •
Paul Felicissimo, vice president of circulation, community marketing for Gatehouse Media.
Thursday, April 24th, 2-3 p.m.
IDEAS THAT WORK Revenue Streams and Audience Builders: Ideas that Work. April 24th at 2:00pm
EGG WHITE DELIGHT – Q4 ‘13 8% DAILY INCREASE 12% SUNDAY INCREASE
COFFEE – Q3 ‘13 2.4% DAILY INCREASE 10.2% SUNDAY INCREASE DAILY & SUNDAY CIRCULATION 196,454/259,956 PROMOTIONAL SOURCE(S) Drive-thru lawn sign, drive thru window decal, in paper ads. TARGET AUDIENCE Single copy buyers & potential buyers.
Cost < $1,000
EMAIL MARKETING 452 ORDERS Total Emails Sent: 27.9K Average Open Rate: 14.1% Average CTO Rate: 7.6%
DAILY & SUNDAY CIRCULATION 80,343/116,181 SALES SOURCE(S) email, digital ads, billboard TARGET AUDIENCE New Subscribers, Formers
506 Orders
RESPONSE RATE Impressive SALES SOURCE(S) Direct Mail, e-Mail, FSI, Paid Search TARGET AUDIENCE Former subscribers and new prospects with football interest
123
ORDERS
3.17%
ONE DAY ONLY SALE- MONDAY,FEB 24, 2014 Its your choice. Pick the best deal for you at only $2.00 per week.* Choose from Sunday, Weekend (Sat-Sun) or Weekend Plus (Thurs-Sun) delivery. All Subscriptions include full digital access.
RESPONSE RATE
DAILY & SUNDAY CIRCULATION 54,009/65,387
SALES SOURCE(S) Email TARGET AUDIENCE Formers Subscribers
Click HERE to subscribe today. You'll receive the best in local news, sports and entertainment delivered to your home or office, plus money-saving coupons that more than pay for the cost of your subscription.
Questions? Call us at 309-686-3161
CPO: $3.61
Holiday themed FSI’s
300+ paid orders 60% EZ Pay DAILY & SUNDAY HD CIRCULATION 34,000/38,000
DAILY & SUNDAY SC CIRCULATION 11,200/22,350 SALES SOURCE(S) SC FSIs TARGET AUDIENCE Non-Subscribers
Weather Radio Promotion
Targeted premium 3.1% response $13 CPO
DAILY & SUNDAY CIRCULATION 4,000/4,500 SALES SOURCE Single Copy FSI
TARGET AUDIENCE New subscribers
print + Digital
NAKED WINES
GIFT CARD DAILY & SUNDAY CIRCULATION 405,306/618,571 SALES SOURCE(S) Event Sales, Door Crews TARGET AUDIENCE New Subscribers, Retention of current subscribers
Cost $3.00 - $5.00
CAMPAIGN Personality Sales
RESPONSE RATE Doubled
DAILY & SUNDAY CIRCULATION 28,000/41,000 SALES SOURCE(S) eMail, FSI TARGET AUDIENCE Non Subscribers, Single Copy Buyers
CRIME REPORTER
299 Orders
3.4%
Response Rate DAILY & SUNDAY CIRCULATION 337,000/402,000
SALES SOURCE Email TARGET AUDIENCE Formers < 2 years
CPO: $.01
Self managed rewards program
4x business partner growth Seacoast Media Group DAILY & SUNDAY CIRCULATION 11,624/ 17,097 CUSTOMER RETENTION Subscriber Rewards Card TARGET AUDIENCE New and existing subscribers
print + Digital
800+
New Audience Growth NEW FACEBOOK PAGE Created new audience THE “MY SAN ANGELO” OF THE INTERNET Gives this society-based content a place to be digital TARGET AUDIENCE Concho Valley Society
CPO: $0.00 (really)
HISTORIC COMMEMORATIVE PINT GLASSES BERKSHIRE EAGLE Daily: 21,060
Sunday: 23,580
BENNINGTON BANNER Daily: 4,733
Saturday: 5,181
BRATTLEBORO REFORMER Daily: 5,980
Saturday: 7,183
SALES SOURCES Direct Mail, eMail, Online, ROP, Rack Cards, Bill Stuffers TARGET AUDIENCE New Subscribers, Current Subscribers, Former Subscribers
CPO $5
580
Registrations
2.60% RESPONSE RATE
DAILY & SUNDAY CIRCULATION 54,009/65,387 SALES SOURCE(S) Email, Facebook, Twitter TARGET AUDIENCE Current Subscribers
CPO $.37
705 Orders
4.2%
Response Rate DAILY & SUNDAY CIRCULATION 337,000/402,000
SALES SOURCE Email TARGET AUDIENCE Formers < 2 years
2014 BINGO READERSHIP PROMOTION DAILY & SUNDAY HD CIRCULATION 34,000/38,000 DAILY & SUNDAY SC CIRCULATION 11,200/22,350
SALES SOURCE(S) ROP ads, Dealer Store Signs & Penny Cups, Web TARGET AUDIENCE Current Subscribers, Non-Subscribers
+16% Newsstand Sales
+118% Revenue Increase DAILY & SUNDAY CIRCULATION 33,000 / 37,000 SALES SOURCE(S) Single Copy Sales TARGET AUDIENCE New Buyers
298 Leads
PRE-QUALIFIED SAMPLING DAILY & SUNDAY CIRCULATION 35,000/51,000
SALES SOURCE(S) Facebook Posts TARGET AUDIENCE Facebook Users/Non-subscribers
DAY PASS CAMPAIGN 7705 ORDERS DAILY & SUNDAY CIRCULATION 80,343/116,181 SALES SOURCE(S) email, digital ads TARGET AUDIENCE New Subscribers, Formers, Specific Segment, Prism Cluster, Lifestyle or ZIP Code
FEED YOUR MIND, FEED A FAMILY BERKSHIRE EAGLE Daily: 21,060
Sunday: 23,580
BENNINGTON BANNER Daily: 4,733
Saturday: 5,181
BRATTLEBORO REFORMER Daily: 5,980
Saturday: 7,183
SALES SOURCES Direct Mail, eMail, Online, ROP, Rack Cards, Bill Stuffers, Radio TARGET AUDIENCE New Subscribers, Current Subscribers, Former Subscribers
CPO $20
191
ORDERS
7.85% Conversion Rate
DAILY & SUNDAY CIRCULATION 20,100 /21,200 SALES SOURCE(S) Daily Deals TARGET AUDIENCE Opt-in Daily Deals email recipients
CPO: $0
IMPACT Other Start Sources
RESPONSE RATE Strong
EMAIL: Improvement has been seen in open rate, clickthrough and conversion rates. Total starts are up 10% post launch. VOLUNTARY: Did not see an immediate impact. Took an average of two weeks to see improvement as markets became acclimated to new product. For the 8 weeks post-launch a 20% increase in new starts was realized.
EMAIL SAMPLE
Sold over 9,000 copies; a 580% increase over typical Thursday sales The premium-priced Thanksgiving Day edition brought in $17k in additional SC revenue and $25k in additional HD revenue
additional revenue DAILY & SUNDAY CIRCULATION 21,000/23,000 SALES SOURCE(S) Primary and secondary displays in single copy retail outlets TARGET AUDIENCE Holiday shoppers seeking a competitive advantage
More than $42k in additional Circ revenue
CONVERTED 984 RECIPIENTS OF SUNDAY OPT-IN PRODUCT TO PAID NEWSPAPER READERS IN 2013.
Engaged non-subscribers with free delivery of Sunday pre-prints; used weekly promos to sell benefits of paid subscription.
DAILY & SUNDAY CIRCULATION 21,000/23,000 SALES SOURCE(S) Through FSIâ&#x20AC;&#x2122;s and ROP featuring full Sunday coupon savings and through courtesy telemarketing. TARGET AUDIENCE Coupon lovers, especially young families with children.
Cost $28.64
GO DIGITAL
CAMPAIGN 277 ORDERS
DAILY & SUNDAY CIRCULATION 80,343/116,181 SALES SOURCE(S) email, in paper, rack cards, digital ads
TARGET AUDIENCE New Subscribers, Formers, Specific Segment, Prism Cluster, Lifestyle or ZIP Code
77
ORDERS
3.01% RESPONSE RATE
DAILY & SUNDAY CIRCULATION 54,009/65,387
SALES SOURCE(S) Email, Facebook, Twitter TARGET AUDIENCE Former subscribers, targeted Facebook and Twitter users
CPO: $7.98
1600 Orders
DAILY & SUNDAY CIRCULATION 337,000/402,000 SALES SOURCE Kiosk TARGET AUDIENCE Non subscribers attending the show
Gannett more Campaign
GANNETT MORE
CAMPAIGN
The integration of the USA TODAY into local Gannett newspaper product has had a strong impact on home delivery subscription results.
There’s only one place t o find m ore of w hat
More local.
m at t er s t o you: The Dem ocrat and Chronicle.
More nat ional. More of w hat m at t ers t o you.
N ow w it h m ore local new s and st or ies t hat br ing you closer t o t he com m unit y as w ell as m ore nat ional coverage from USA TO DAY
More local.
t o keep you connect ed t o our count r y. If it
More nat ional.
matters to you, you’ll f nd the w hole story here.
More of w hat m at t ers t o you.
From the Penf eld Patriots, to SU, to the boys in Buf alo, w e’re bringing you m ore sport s coverage every day. A nd w it h t he addit ion of nat ional spor t s from USA TODAY you can get your head in t he gam e like never before. If it m at ters to you, you’ll f nd t he w hole story here.
More hist oric.
Learn m o r e ab o ut every m ilest o ne and m illst o ne
More iconic.
t hat has m ad e t he Flo ur Cit y w ha t it is t o d ay
More of w hat m at t ers t o you.
w it h o ur ex p and ed RO CRO OTS coverag e. A nd w it h m o r e nat io nal new s f r o m USA TO DAY in every issue, y o u’ll g et m o r e o f t he st o ries t hat are shap ing o ur f ut ur e. If it m at t ers t o yo u, y o u’ll f ind t he w ho le st o ry her e.
.
DEMOCRAT & CHRONICLE EXAMPLE
PRODUCT
INTEGRATION
Section A. Main – locally focused content every day
Section B. Mini USA TODAY – branded USA TODAY national content daily as an extra section Section C. Sports – USA TODAY Sports integrated into the local sports section
USA TODAY Sunday Life Feature – USA TODAY Life section on Sundays
IMPACT Other Start Sources
RESPONSE RATE Strong
EMAIL: Improvement has been seen in open rate, clickthrough and conversion rates. Total starts are up 10% post launch.
VOLUNTARY: Did not see an immediate impact. Took an average of two weeks to see improvement as markets became acclimated to new product. For the 8 weeks post-launch a 20% increase in new starts was realized.
EMAIL SAMPLE
IMPACT Direct Response
RESPONSE RATE Impressive
DIRECT MAIL: Ideal launch time is two weeks post more launch. Markets have seen response rates double and have sustained this improvement.
FSI: Double inserts in each Sunday newspaper with different messaging. Sales have increased by 35%. This is the best retaining source driving strong subscriber revenue.
FSI SAMPLE
RETENTION 3-for-1 offers vs. All other offers/Combined All Sales Channels
SALES SOURCE(S) Telemarketing, Direct Sales, Direct Mail, Email, Online TARGET AUDIENCE Started with formers and now used market wide
IDEAS THAT WORK Thank You.
NAA Spring Audience & Revenue Webinar Series:
Audience and Revenue Building: Ideas That Work The best from the most recent collection of ideas that worked. The goal is to provide session participants with turnkey programs they can implement at their newspapers. Today’s Presenters • Jerry Hill, senior vice president of circulation for Gannett Co. •
Paul Felicissimo, vice president of circulation, community marketing for Gatehouse Media.
Questions and Follow-up?
NAA Spring Audience & Revenue Webinar Series â&#x20AC;&#x201C; Up Next:
Thursday May 22nd at 3:00pm:
Executing a Data Driven Strategy to Build Audience Laura Inman, Director of Audience, The Atlanta Journal-Constitution Engagement Group Lead CMG
Ann Poe Sr. Director of Audience & Marketing, Austin American-Statesman
Register Today!
Now available free to members:
Now available free to members:
New Release: Shifting Metrics of Measuring Success
Developing and Executing a Paid Digital Revenue Strategy
NAA Spring Audience & Revenue Webinar Series:
Audience and Revenue Building: Ideas That Work The best from the most recent collection of ideas that worked. The goal is to provide session participants with turnkey programs they can implement at their newspapers. Today’s Presenters • Jerry Hill, senior vice president of circulation for Gannett Co. •
Paul Felicissimo, vice president of circulation, community marketing for Gatehouse Media.
Thank you for participating today.