Roundtable 2004 whitfield

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  • 1. ASTECH InterMediaRoundtable on Strategic Marketing August 23, 2004 Tom Whitfield Cox Enterprises, Inc.
  • 2. Agenda  Challenges  Trends  What we can do about it 2
  • 3. 1. Internet Look at impact of the internet on both subscribers and readers and how to derive and drive value. Which really speaks to two broad objectives:  Targeting  Audience Analysis – Subscriber cross and up- – Migration patterns selling – Complimentary and/or – Consultative selling for Ad sales Cannibalistic – Optimize reader value – Techniques; Site traffic irregardless of media analysis and survey – Techniques: In-depth customer analysis and segmentation 3
  • 4. 2. Market landscape today Online.app4 Subscribers Single Copy Online.app3 Non-subs Private Party Online app1 Classifieds Online.paper/city site Online.app2 4
  • 5. 3. Operating landscape Subscribers/Audience Advertisers 1 3 Circ Database Print Dialer Street Address File TMC Ad news.com dot.classifieds dot.jobs dot.car dot.homefinder Billing System Web metrics Online User Reg. E-mail Database Database ELerts 2 4 5
  • 6. Trends  Changing demos, lifestyle, technology@home  Economy recovery flakey  Classified products under fire  Business metrics trending wrong way  Niche publications (rev, printing and distribution limitations)  Internet activity on the rise, monitization proportionally slow to follow “More are on the way, we just don’t know what they are” 6
  • 7. 1. Break down the silos Circulation & Adv Single focus on market with common mission Editorial & Marketing “Reduce the Us and Them’s” 7
  • 8. 2. Get inside your major Advertiser’s head • Info on targeting • Distribution • Online • Competitive environment • Expectations Doesn’t do us much good if it stays there… 8
  • 9. 3. Don’t chase every warm body Advertiser Segments Subscriber Segments 9
  • 10. 4. Figure out what a subscriber costs you  Credits (+)  Debits (-) – Paid premium * Est – Acquisition cost retention – Re-acq cost ( 2X’S) – Ad Demand / pre-prints – Discount – Carrier cost – Paper/ink – Premium $$ – Retention calls, ltrs, wraps = Subscriber value You need to work on getting this number 10
  • 11. 5. Determine the direction of your newspaper,000 1990 1995 2000 2005 Core Subs Marginal Subs Rev Cont What are you going to do about it? 11
  • 12. 6. Get really ready for the internet  List the top three things you can do to monetize your investment  Do them and do not waiver  Find out how non-newspaper subscription businesses make money? – NAME THREE NOW 12
  • 13. 7. Develop a strategic plan  Extend it beyond 6 – 12 months  Assign a keeper, revise as needed and share often  Keep the major initiatives to no more than 5 13
  • 14. The end… 14