“If it's Philly, It's at Philly.com”
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ONLINE NEWS CONSUMPTION IS GROWING “Online news is not replacing other traditional news forms so much as it is providing additional outlets. As Americans adopt new technologies for accessing news, they consume more of it.”
- Mashable
• Americans average 57 minutes of news time from TVs, radios, and newspapers per day, the same as they were a decade ago. • Now, they are spending an additional 13 minutes reading news online, increasing total newsreading time to 70 minutes each day (and that doesn’t even include time spent perusing news on mobile devices).
Source: Pew Research Center, “Americans Spending More Time Following the News” Ideological News Sources: Who Watches and Why,” September 2010
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LOCAL ONLINE NEWS CONSUMPTION IS GROWING AS A RESULT “The affinity that locals have for "their" paper is one of the intangibles that makes a regional paper/ site a good buy for advertisers looking to "connect" with consumers.” - Daily Industry News, January 2012
PHILLY.COM | AUDIENCE
THE POWER OF OUR PROPERTIES
2.8
million readers on Inquirer, Daily News and SportsWeek
3.0
million unique users on Philly.com
6.1
1.5
million unique users on mobile
Million unduplicated loyal brand users* across multiple platforms each month.
Only
Only
6%
5%
read both
read both
PHILADELPHIA INQUIRER AND DAILY NEWS
1.3 Million read the Sunday Inquirer (630,390+ Daily) 384,813 read the Daily News Avg. Household Income: $90,594 Average Age: 51 50% Female / 50% Male
PHILLY.COM
MOBILE.PHILLY.COM
3.0 Million monthly uniques Avg. Household Income: $100,700 Average Age: 41 57% Male / 43% Female
1.6 Million monthly uniques mobile Avg. Household Income: $100,700 Average Age: 41 57% Male / 43% Female
PHILLY.COM | AUDIENCE Sources: comScore, September 2012; Scarborough 2012, Rel. 2
REGIONS LARGEST AUDIENCE 3.0 Million Monthly Uniques
PHILLY.COM PAGES VIEWS: 81 Million MOBILE PAGE VIEWS: 11.7 Million TIME SPENT: 19 minutes AVERAGE HHI: $100,700
1.5 Million
AVERAGE AGE: 41
Monthly Uniques
1.2 Million
1.2 Million 770,000 636,000
619,000 477,000
389,000
429,000 259,000
249,000 9,000
Philly.com
CBS Philly
Journal Register
6ABC.com Home & Office
NBC Philadelphia
Philly Burbs.com
47,000
My Fox Philly.com
Mobile
PHILLY.COM | AUDIENCE Source: Scarborough 2012, R2; comScore, 2012 Source: comScore, March 2012
PHILLY.COM - IN BRIEF Philly.com features extensive coverage of the leading events and issues of the day - regionally, nationally, and globally. Content consists of award-winning news and commentary by leaders in every field. Daily, and up to the minute. PHILLY.COM UNIQUE VISITORS PHILLY.COM PAGES VIEWS
3.0 Million 80 Million
MOBILE UNIQUE VISITORS MOBILE PAGE VIEWS
1.3 Million 10.3 Million
TIME SPENT ON SITE
14 Minutes per Session
AVERAGE HHI
$105,180
AVERAGE AGE
44.8
GENDER SPLIT
51% Male | 49% Female
EDUCATION
80% attended college
PROFESSION
70% White Collar 52% Executive/Managerial 26% Services/Sales/Admin
PHILLY.COM | OVERVIEW Source: Scarborough 20112 Omniture 2011; comScore 2012 Source: Philadelphia Media Network Custom Study 2010
THE NEW • Cleaner look and feel with a site that is easier to navigate. • Natural flow down the page to be more engaged with what is important now • Multiple updates in content throughout the day keeping things fresh •Interactive site- including blogs, polls, comments and live chats •Consistency across Philly.com versus channel specific designs •Content Cross-Pollination to drive users cross channel (i.e. Sports medicine) • More natural and relevant Sponsorships & Integrations
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THE NEW •Day Parting strategy- hard news in the morning with a focus on lifestyle, shopping, food and entertainment in the evening. • Week parting- Thurs to Mon am, a strong push for “All things to do in Philly” •Weather Prominence
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Philly.com Homepage – Weather Sponsorships Bring the weather to every user coming to philly.com. Sponsorship can be tied to a Weather Page takeover (Full Weather Page accessible when clicking on “Forecast”). • Estimated 2.88 million impressions per week • “Brought to you by” Logo FIXED placement (can be text too) • Clickable logo placement
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Philly.com Homepage – Weather Sponsorships Own the Weather landing page: • Clickable logo • 100% SOV media
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Philly.com Homepage – Weekend Preview Module Have your content integrated INTO the homepage of Philly.com! Every Thursday through Monday, Philly.com promotes different activities for users to do that weekend. OWN one of these modules, driving consumers to your business! •Available: Thurs AM, Fri AM, Sat AM and PM • Fixed placement • Content Integration: • Image • Text • Logo • Clickable Placement
Kohls pre-thanksgiving day weekend sale! Sponsored by:
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Philly.com Homepage – Content Module Sponsorships Tie into relevant content right on the homepage! Pick the relevant channel you want to tie into: Sports, Entertainment, Living, News, Travel, Food, Business, etc.!
• Estimated 2.88 million impressions per week • “Sponsored by” Logo FIXED placement • Clickable logo placement
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HOMEPAGE: BREAKING NEWS SPONSORSHIP Own Breaking News • Logo on homepage by Breaking News • Breaking News landing page: • Logo integration on Homepage • 100% SOV Landing Page media • Logo • Pre-roll • 100% SOV media
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Holiday Channel Philly.com’s new holiday channel will be the one stop shopping guide. From gift ideas, to shopping destinations, to cooking and fashion tips, it’s the one place for all things holiday! • Holiday Shopping Calendar – 1 gift idea a day! • Holiday Gift Guide – for all themes: For Tots, For Women, For the Bar, For Travelers • Mall Guide – for all holiday store hours • ShopPhilly
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Entertainment Channel Front – Right Rail Module Sponsorships What's Happening Today drives the Philadelphia community, informing them of things to do. Either sponsor the module including Philly.com content, or create your own content for the module! • Content Integration: • Image • Text • Logo
Kohls prethanksgiving day weekend sale! Open extended hours: 8am to 9 pm daily!
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SPONSORED BLOGS Your blog can live on philly.com within our Blogs page. Promoted 6 times from the channel content modules right on our Homepage – driving traffic to the Blog page. Client deliverables: • Image • Headline Copy • RSS feed
Advertiser Blogs here Advertiser Blogs here Advertiser Blogs here
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CUSTOM VIDEO OPPORTUNITIES
TD BANK EXPRESS MINUTE Client Goal- TD Bank wanted to create an outside the box program that would marry their core brand message of "banking with convenience" with a media partner's core mission. Custom Idea- In response, Philly.com created a custom video minute , played on the homepage, that summarized the day's top news stories in a TD Bank-owned module. This created a seamless association between a convenient way to get the news and a convenient way to bank. http://www.philly.com/philly/express/
PHILLY.COM | CUSTOM VIDEO OPPORTUNITIES
CUSTOM VIDEO OPPORTUNITIES Client Goal: Xfinity wanted to create a unique opportunity that would associate their brand with March Madness content and immerse the Xfinity brand into this content.
Custom Idea: March Madness Tourney Talk brought to you by Xfinity! This custom video content ran throughout the NCAA tournament and was a rundown of the scores, recaps, and predictions for the game- all created exclusively by Philly.com
PHILLY.COM |
PHILLY.COM | CUSTOM VIDEO OPPORTUNITIES
RICH MEDIA: INTERACTING WITH CONTENT
Philly.com Homepage content actually turned INTO the IBC Flash ad and interacted with the other ad.
PHILLY.COM | CUSTOM OPPORTUNITIES
MOBILE DRIVES LEADS Proven Results: Click through rates on Mobile average from 0.15% – 0.25%. With similar CPM’s as banners, mobile media in the mix can make huge impact to your marketing campaign - results we have seen: With only 5% - 15% of campaign impressions coming from mobile, they generated 20% - 25% of the clicks/traffic.
Mobile App Relaunching FREE!
Mobile.Philly.com
DOWNLOADS MONTHLY IMPS AD UNITS
UNIQUE VISITORS MONTHLY IMPS AD UNITS
Over 30,000 8 Million 300x50, 320x53
1.3 Million 10.3 Million 300x50, 320x53
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APPS
ADVERTISER BENEFITS Reach Philly.com consumers as they are on-the-go Target by channel, day, time, platform, and geography INQUIRER APP features all of The Inquirer’s best reporting on a wide range of subjects including sports, politics, business, health, city and suburban news, entertainment, food and opinion.
PHILLY.COM APP presents compelling and up-to-the-minute articles, blogs and video on-the-go. Users can customize the content navigation so the stories they want to see first show up automatically when they open the app.
AD UNITS 500x400 88x31 Breaking news sponsored logo Interstitials
AD UNITS 300x50 320x53
IMPRESSIONS 12K per month
CTR: 0.70%
Mobile display ads are an effective means to drive sales, leads and downloads, as these ads have high click-through rates Philly.com builds mobile landing pages as added value to customers
IMPRESSIONS 1.2 Million per month
PHILLY.COM | MOBILE APPS Source: comScore July 2011, Nielsen September 2011, Forrester Research 2010
SHOPPHILLY SHOPPHILLY COMMUNITY receives daily promotions/offers from our partners: • 42,100 Twitter followers • 1,016 likes on Facebook • Promoted within Philly.com Holiday channel
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SOCIAL Leverage The Inquirer, Daily News and Philly.com to get your advertising message to thousands of social media users: • Facebook Contests • Facebook In-Feed Ads • Twitter In-Feed Ads
Likes on Facebook.com Daily News • 5,188 The inquirer • 8,719 Philly.com • 6,302
Followers on Twitter.com Daily News • 22,506 The Inquirer • 39,030 Philly.com • 25,148
Get reacquainted, visit Philly.com/WhatsNew
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