NYU Integrated Marketing Campaign Project. Client: The Economist
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NYU Integrated Marketing Campaign Project. Client: The Economist

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As part of the core curriculum for the M.S. in Integrated Marketing at NYU-SCPS, students are required to take two campaign classes, one covering everything related to media buying and another ...

As part of the core curriculum for the M.S. in Integrated Marketing at NYU-SCPS, students are required to take two campaign classes, one covering everything related to media buying and another covering creative strategy and execution. These two courses are designed to equip students with the needed skills to thrive in the "agency life".
This deck is my team's final project for these two classes. The client for the Summer 2012 semester was the "The Economist", the world news publication.

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NYU Integrated Marketing Campaign Project. Client: The Economist NYU Integrated Marketing Campaign Project. Client: The Economist Presentation Transcript

  • Join the Intelligent Conversation 0  
  • The Team   " " Lance Dunbar" Swati Soti" Patricia Yunén Latour 1  
  • The Agenda   Strategy" Objective / Approach / Target / Competitive / Trends " " Media" Metrics / Budget / Testing / Display / Social / Mobile / SEM Newspapers / DM / Email " " Creative" Overview / Print / DM / Social 2  
  • The Strategy   3  
  • The Objective  Make the perception of The Economist go from… TO 4  
  • while increasing brand awareness. 5  
  • The Approach  •  Create a multi-channel, integrated campaign that tells the story of “Intelligent Conversation”.•  Channels Included: –  Online Display –  Social –  Mobile –  Search –  Newspapers –  Direct mail –  Email –  Promotions 6  
  • The Main Driving Force   “ The Economistand debatesyou for smart prepares conversations by providing you with an informed stance on what’s ” happening in the World today. 7  
  • Smart Witty Clever Provocative Opinionated Analytical WorldlyCultured Intellectual Educated WiseErudite Interesting Incisive Sarcastic Keen Intelligent 8  
  • The Competitive Landscape   9  
  • The Target Audience   •  Demographics Meet Lance… •  35 year-old man •  Never been married •  Employed full-time in a business related role •  College graduate+ •  $80,355 median HHI •  Owns a Smartphone and/or tablet device •  Psychographics •  Enjoys the nightlife •  Attends rock concerts •  Cultured •  Participates in Fantasy Sports Leagues •  Reads comic books •  Enjoys video games •  Enjoys thinking games 10  
  • The Target Audience  •  Attitudes•  Dependent on cell phones •  Ok with ads on cell phones in exchange for services like TV or text messaging •  carry cell phones everywhere•  Trust the internet •  understand the functionality•  Radio is good for ideas (know how all the feature work) •  use it to make calls from home•  Internet is used for staying current and •  defines who they are relaxing/escaping/entertainment •  convenient to have a phone to•  Magazines but good for entertainment do everything they need•  Willing to pay for TV •  source of entertainment•  Not strong on television or newspapers •  customize look and sound•  Socially conservative •  watch video •  text messages•  Interests and Attitudes in Advertising •  would use the internet more if•  Overall indifferent to advertising the screen were easier to read•  Positive perception of newspaper ads•  Don’t like repletion in the ads 11  
  • Media Mix Quintile Analysis   Primary Channels: Internet (154 for 1st Quintile) Outdoor (126 for 1st Quintile)   Magazine (135 for the 1st Quintile) Secondary Channels: Radio (118 for 2nd Quintile) Newspaper (177 for 3rd Quintile)   Unsuitable Channels: TV (124 for 5th Quintile) 12  
  • Industry Factors   From print to screen Social Integration Confused Advertiser 13  
  • The Media   14  
  • Metrics of Success•  Reach the target audience at least 7 times•  Drive at least 1.5M visitors to the site•  To accomplish this we have to interact with the target audience on vehicles that promote conversation and complement The Economist brand 15  
  • Media Budget Allocation Targeted Target Click to Site Cost per SiteMedia Vehicle Gross Impressions Gross CPM Spending Site Visits Impressions Impression % Rate (%) Visit                 Digital (banners) 977,600,000 586,560,000 60% $4.78 $4,676,600 0.038% 369,900 $12.64                 Digital (social) 321,425,000 224,997,500 70% $6.22 $2,000,000 0.044% 142,860 $14.00                 Digital (mobile) 235,000,000 58,750,000 25% $12.77 $3,000,000 0.156% 367,500 $8.16                 Online (search) 53,333,333 34,666,667 65% - $2,000,000 1.500% 800,000 $2.50                 Newspapers (Local) 19,681,746 7,872,698 40% $45.00 $3,815,406 0.010% 1,968 $1,938.55                 Direct Mail* 3,000,000 2,850,000 95% $831.33 $2,494,000 1.250% 37,500 $66.51                 Email** 21,000,000 18,900,000 90% $95.90 $2,014,000 0.500% 105,000 $19.18                 Total Media: 1,631,040,079 934,596,865 57% $12.26 $20,000,006 0.112% 1,824,728 $10.96                  •  $20M media spend •  Frequency of 7 •  1.8M visitors •  $12.26 Gross CPM 16  
  • Media Budget Allocation Media Budget Allocation Online Media Budget Allocation Newspapers SEM 19% 17% Display Ads Email Online 40% Social 10% 58% 17% Direct Mail 13% Mobile 26% 17  
  • Testing CalendarMedia Vehicle October November December January February March April May June July August SeptemberDisplay Creative Ad Format Placements CreativeSocial Image Ad Copy Image Ad CopyMobile Creative Ad Format Placements CreativeSEM Ad Copy Landing Page Ad Copy Landing PageNewspapers Placement Creative                    Direct Mail Copy   Offer     Copy   Offer        Email Subject Line Content Subject Line   Content Subject Line Content Subject Line Content      •  Initial tests will provide baseline metrics and decide the control ads•  Determine most effective and efficient media vehicles•  Allows for adjustments to the media mix based on performance 18  
  • Display •  $4.7M media spend •  977.6M impressions •  $4.78 CPM •  369,900 clicks to site 19  
  • Social•  Targeting Men & Women, 25-44, college graduates, with interests such as sports, news, world affairs, video games, music, and thinking games•  $2M media spend•  321M impressions•  $6.22 CPM•  142,860 clicks to site 20  
  • Mobile Business General News Men Sports•  $3M media spend•  235M impressions•  $12.77 CPM•  367,500 clicks to site 21  
  • SEM-Search Engine Marketing •  $2 media spend •  53.3M impressions •  $2.50 CPC •  800,000 clicks to site •  Targeting Brand, Competitors, and general interest non-brand keywords 22  
  • Newspapers•  Statement of why •  Statement of why•  ½ page ads •  ½ page ads•  Main News, Sports, •  Main News, Sports and Business and Weekend Business Arts •  $1.6M media spend•  $2.2M media spend 23  
  • Direct Mail •  Targeting Mobile Application Users and Downloaders and Sports Illustrated Fantasy Sports lists •  $2.5M media spend •  3M impressions •  $831 CPM •  37,500 clicks to site 24  
  • Email •  Targeting Mobile Application Users and Downloaders, Sports Illustrated Fantasy, Digital Connected Tablet Owners, and Rock & Roll Music Guild lists •  $2M media spend •  21M impressions •  $96 CPM 25   •  105,000 clicks to site
  • The Creative   26  
  • Overview "Going back to the main driving force: “ The Economistand debatesyou for smart prepares conversations by providing you with an informed stance on what’s ” happening in the World today. 27  
  • Print 28  
  • Direct Mail 29  
  • Direct Mail 30  
  • Direct Mail 31  
  • Direct Mail 32  
  • Social Channels CONVERSATION 33  
  • Social Listening 34  
  • Tactic 1: Create a The Economistofficial social badge •  Give the readers official bragging rights for their web IDs •  Associate The Economist with younger and more appropriate users •  Help change brand perception •  Increase reach •  Visibly identify influencers 35  
  • Tactic 2:.  Bring commenters from the“Economics by invitation” to socialmedia conversations" •  Increase engagement rate from the current 0.009% 36  
  • Tactic 3:. Leverage the “ThinkingSpace” app and site already in use byThe Economist •  Take the conversation off line 37  
  • Tactic 4: Encourage letter submissions •  Encourage user-generated content •  User-generated content tends to great more engagement and reach •  Make the reader feel involved and part of The Economist. •  Help change brand perception by associating The Economist to the different, younger users. 38  
  • Tactic 5: Instagram Covers•  Create a visual presence on a platform that will help change perception and encourage conversation through other images and hashtags. 39  
  • Tactic 6: The Blogs Content CONTENT content …some say it’s KING 40  
  • use conversationto lead the debate in the pursuit of progress. 41  
  • Thank You…   42  
  • The Appendix   43  
  • Media MixSummer 2012 - Media Mix/Budget AllocationEconomist ($20MM Total - $10MM/market) Gross Targeted Target Click to Site Cost perMedia Vehicle Gross CPM Spending Site Visits Impressions Impressions Impression % Rate (%) Site Visit                 Digital (banners) 977,600,000 586,560,000 60% $4.78 $4,676,600 0.038% 369,900 $12.64                 Digital (social) 320,800,000 224,560,000 70% $6.23 $2,000,000 0.045% 143,360 $13.95                 Digital (mobile) 235,000,000 58,750,000 25% $12.77 $3,000,000 0.156% 367,500 $8.16                 Online (search) 53,333,333 34,666,667 65% - $2,000,000 1.500% 800,000 $2.50                 Newspapers (Local) 19,681,746 7,872,698 40% $45.00 $3,815,406 0.010% 1,968 $1,938.55                 Direct Mail* 3,000,000 2,850,000 95% $831.33 $2,494,000 1.250% 37,500 $66.51                 Email** 21,000,000 18,900,000 90% $95.90 $2,014,000 0.500% 105,000 $19.18                 Total Media: 1,630,415,079 934,159,365 57% $12.27 $20,000,006 0.112% 1,825,228 $10.96                  New York Target Audience: 6,121,000 Goal: 1.5MM San Francisco Target Audience: 4,988,000 Total Target Audience: 11,109,000 Average Annual Frequency: 84 Average Monthly Frequency: 7 Goal: 7+ monthly frequency (average) 44  
  • Direct Mail & Email   45  
  • Direct Mail & Email Impressions per Gross Gross Click to Site Cost per SiteEmail Emailings Universe Spend Site Visits Emailing Impressions CPM Rate (%) VisitDigitally Connected Tablet Owners 4 4,339,572 4,000,000 16,000,000 $90 $1,440,000 0.50% 80,000 $18.00Mobile Application Users and Downloaders 2 9,478,155 1,000,000 2,000,000 $83 $165,000 0.50% 10,000 $16.50Rock & Roll Music Lovers Guild 2 1,426,054 1,000,000 2,000,000 $165 $330,000 0.50% 10,000 $33.00Sports Illustrated Fantasy 2 673,418 500,000 1,000,000 $79 $79,000 0.50% 5,000 $15.80Total Media:       21,000,000 $96 $2,014,000 0.50% 105,000 $19.18 Impressions per Gross Gross Click to Site Cost per SiteDirect Mail Mailings Universe Spend Site Visits Mailing Impressions CPM Rate (%) VisitMobile Application Users and Downloaders 2 9,478,155 1,000,000 2,000,000 $83 $165,000 1.25% 25,000 $6.60Sports Illustrated Fantasy 2 673,418 500,000 1,000,000 $79 $79,000 1.25% 12,500 $6.32Total Media:   10,151,573 1,500,000 3,000,000 $81 $244,000 1.25% 37,500 $6.51Production Costs ($0.75 per mailing):       3,000,000   $2,250,000      Total Budget:       3,000,000 $831 $2,494,000 1.250% 37,500 $66.51 46  
  • Direct Mail & Email Lists Sports Illustrated Fantasy Rock & Roll Music Lovers Guild Infogroup Specialists Marketing Services, Inc. Universe 673,418 Universe 13,987,655 Base Price $105/M Base Price $150/M Selects   Selects   Email $45/M Age $5/M Zip $8/M Zip $5/M Marital Status $5/M Mobile Application Users and Downloaders Take 5 Solutions Digitally Connected Tablet Owners Universe 9,478,155 eTargetMedia.com, Inc. Base Price $150/M Universe 4,339,572 Selects   Base Price $80/M HHI $5/M Selects   Zip $5/M Email Personalization $10/M Gender $5/M Age, gender, income, lifestyle $250 interest, marital status, Zip 47  
  • DisplayDigital (banners) 48  
  • Digital Display (Banners)   49  
  • Display Click to Site Rate Cost per SiteSite Placement Unit Impressions CPM Spending Site Visits (%) VisitSports     300,000,000 $4.67 $1,400,000 0.037% 110,000 $12.73ESPN Run of Site 728 x 90 50,000,000 $3.00 $150,000 0.020% 10,000 $15.00  Run of Site 160 x 600 50,000,000 $5.00 $250,000 0.040% 20,000 $12.50  Run of Site 300 x 250 50,000,000 $6.00 $300,000 0.050% 25,000 $12.00 Subtotal:     150,000,000 $4.67 $700,000 0.037% 55,000 $12.73Yahoo Sports Run of Site 728 x 90 50,000,000 $3.00 $150,000 0.020% 10,000 $15.00  Run of Site 160 x 600 50,000,000 $5.00 $250,000 0.040% 20,000 $12.50   Run of Site 300 x 250 50,000,000 $6.00 $300,000 0.050% 25,000 $12.00 Subtotal:     150,000,000 $4.67 $700,000 0.037% 55,000 $12.73Entertainment     60,000,000 $4.67 $280,000 0.037% 22,000 $12.73RollingStone Run of Site 728 x 90 20,000,000 $3.00 $60,000 0.020% 4,000 $15.00  Run of Site 160 x 600 20,000,000 $5.00 $100,000 0.040% 8,000 $12.50  Run of Site 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00 Subtotal:     60,000,000 $4.67 $280,000 0.037% 22,000 $12.73News     617,600,000 $4.85 $2,996,600 0.039% 237,900 $12.60NYTimes Sports 728 x 90 50,000,000 $3.00 $150,000 0.020% 10,000 $15.00  Sports 300 x 250 50,000,000 $6.00 $300,000 0.050% 25,000 $12.00  Arts 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00  Technology 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00 Subtotal:     140,000,000 $4.93 $690,000 0.039% 55,000 $12.55San Francisco Chronicle Sports 728 x 90 40,000,000 $3.00 $120,000 0.020% 8,000 $15.00  Sports 300 x 250 40,000,000 $6.00 $240,000 0.050% 20,000 $12.00  Entertainment 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00  Entertainment 728 x 90 20,000,000 $3.00 $60,000 0.020% 4,000 $15.00 Subtotal:     120,000,000 $4.50 $540,000 0.035% 42,000 $12.86Fox News Entertainment 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00  Lifestyle 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00  Sports 300 x 250 50,000,000 $6.00 $300,000 0.050% 25,000 $12.00 Subtotal:     70,000,000 $6.00 $420,000 0.050% 35,000 $12.00Huffington Post Comedy 300 x 250 8,000,000 $6.00 $48,000 0.050% 4,000 $12.00  Tech 300 x 250 8,000,000 $6.00 $48,000 0.050% 4,000 $12.00 Subtotal:     16,000,000 $6.00 $96,000 0.050% 8,000 $12.00Salon Run of Site 728 x 90 8,000,000 $3.00 $24,000 0.020% 1,600 $15.00  Run of Site 300 x 250 8,000,000 $6.00 $48,000 0.050% 4,000 $12.00 Subtotal:     16,000,000 $4.50 $72,000 0.035% 5,600 $12.86CNN Home 728 x 90 30,000,000 $3.00 $90,000 0.020% 6,000 $15.00  Home 160 x 600 30,000,000 $5.00 $150,000 0.040% 12,000 $12.50  Home 300 x 250 30,000,000 $6.00 $180,000 0.050% 15,000 $12.00  Tech 728 x 90 20,000,000 $3.00 $60,000 0.020% 4,000 $15.00  Tech 160 x 600 20,000,000 $5.00 $100,000 0.040% 8,000 $12.50  Tech 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00  World 728 x 90 40,000,000 $3.00 $120,000 0.020% 8,000 $15.00  World 160 x 600 35,000,000 $5.00 $175,000 0.040% 14,000 $12.50  World 300 x 250 30,600,000 $6.00 $183,600 0.050% 15,300 $12.00 Subtotal:     255,600,000 $4.61 $1,178,600 0.036% 92,300 $12.77 50  Grand Total:     977,600,000 $4.78 $4,676,600 0.038% 369,900 $12.64
  • Display FlightingSite October November December January February March April May June July August SeptemberSports                        ESPN                        Yahoo Sports                        Entertainment                        RollingStone                        News                        NYTimes                        San Francisco Chronicle                        Fox News                        Huffington Post                        Salon                        CNN                          No Ads  Reduced  Full 51  
  • Display Site InfoCNN ESPN Fox NewsMedian Age: 42 Age: 18-34 (31%) Age: 25-54 (59%)HHI: $150,000+ (122 index) Median Age: 30.4 Median Age: 46Median Income: $71,048 Gender: 79% Males Gender: 54% MalesMonthly Uniques: 73M HHI: $100,000+ (33%) HHI: $75,000+ (46%) Median Income: $80,815 Median Income: $76,000 Monthly Uniques: 42.6M Monthly Uniques: 22.9M Monthly Page Views: 896MHuffington Post NYTimes.com RollingStoneHHI: $150,000+ (more likely) Median Age: 46 Median Age: 34Education: Post-Graduate Degree (more likely) Gender: 51% Males Gender: 61% MalesMonthly Uniques: 28M Median HHI: $79,418 Median HHI: $61,403 Education: 56% College+ Monthly Uniques: 3.7M Audience: 34M Monthly Page Views: 27MSalon San Francisco Chronicle (SFGate.com) Yahoo Sports*Median Age: 36 Age: 35-54 (49.9%) Age: 25-34 (158 index)Gender: 60% Males Gender: 54.1% Males HHI: $150,000+ (114 index)Avg. HHI: $92,000 HHI: $100,000+ (56.2%) Gender: Males (129 index)Monthly Uniques: 7.6M Education: College Graduate + (63.5%) Education: Grad School (126 index) Monthly Page Views: 128M Monthly Uniques: 6.6M* Quantcast data from 7/26/12 52  
  • SEM   53  
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  • SEM "Keywords with Estimated Impressions Campaign Keyword Estimated Local Monthly Searches Campaign Keyword Estimated Local Monthly Searches Brand subscribing to the economist 170 Brand price of the economist 3,600 Brand the economist subscribe 880 Brand the economist cover price 46 Brand economist annual subscription 46 Brand the economist price 3,600 Brand economist magazine subscription 590 Brand economist renew 390 Brand economist magazine subscriptions 480 Brand economist renewal 590 Brand economist subs 480 Brand economist subscription renewal 73 Brand economist subscription 12,100 Brand the economist renewal 590 Brand economist subscription services 140 Brand economist 673,000 Brand economist subscriptions 2,900 Brand economist economist 673,000 Brand economist yearly subscription 22 Brand economist the 673,000 Brand magazine subscription economist 590 Brand economists 450,000 Brand magazine subscriptions economist 480 Brand the economist 673,000 Brand subscription economist 12,100 Brand the economist the 673,000 Brand subscription the economist 12,100 Brand the economist the economist 673,000 Brand subscription to economist 12,100 Brand the economists 450,000 Brand subscription to the economist 12,100 Brand the economist the world this week 46 Brand subscription to the economist magazine 590 Brand economist times 1,600 Brand subscriptions economist 2,900 Brand the economist times 1,600 Brand the economist magazine subscription 590 Brand economist t shirt 210 Brand the economist subscription 12,100 Brand economist t shirts 140 Brand the economist subscription services 140 Brand economist twitter 590 Brand the economist subscriptions 2,900 Brand the economist twitter 590 Brand the economist cost 3,600 Brand british economist 880 Brand economist deal 1,300 Brand british economists 590 Brand economist deals 1,000 Brand economist magazine uk 22 Brand economist magazine deal 110 Brand the economist britain 210 Brand economist magazine deals 110 Brand the economist magazine uk 22 Brand economist magazine subscription deals 28 Brand the economist subscription uk 22 Brand economist subscription deal 480 Brand american economist 3,600 Brand economist subscription deals 480 Brand economist usa 2,400 Brand the economist deal 1,300 Brand the american economist 3,600 Brand the economist deals 1,000 Brand the economist us 5,400 Brand the economist magazine deals 110 Brand the economist usa 2,400 Brand the economist magazine subscription deals 28 Brand us economist 5,400 Brand the economist subscription deals 480 Brand economist s view 1,300 Brand economist offer 390 Brand economist view 6,600 Brand economist offer code 22 Brand economists view 6,600 Brand economist offers 590 Brand the week vs the economist 73 Brand economist special offer 36 Brand economist website 320 Brand economist subscription offer 58 Brand economist.co 22 Brand economist subscription offers 260 Brand economist.com 8,100 Brand the economist offer 390 Brand economists.com 16 Brand the economist offers 590 Brand the economist website 320 Brand the economist subscription offers 260 Brand the economist.com 8,100 Brand economist cover price 46 Brand ww.economist.com 5 Brand economist magazine price 91 Brand www.economist 110 Brand economist price 3,600 Brand www.economist.co 5 Brand Brand economist subscription price how much is the economist magazine 170 16 Brand Brand www.economist.com www.the economist 57   1,600 28
  • SEM "Keywords with Estimated Impressions Campaign Keyword Estimated Local Monthly Searches Campaign Keyword Estimated Local Monthly Searches Brand economist weekly 210 Non-Brand current events world 27,100 Brand is the economist weekly 210 Non-Brand current news 673,000 Brand the economist this week 480 Non-Brand current news articles 40,500 Brand the economist weekly 210 Non-Brand current news events 22,200 Brand the economist weekly magazine 46 Non-Brand current news stories 18,100 Brand weekly economist 210 Non-Brand current science articles 12,100 Brand what is economist 673,000 Non-Brand current science news 8,100 Brand world economist 4,400 Non-Brand current social issues 8,100 Brand economist zinio 46 Non-Brand current world events 27,100 Non-Brand interesting articles 33,100 Non-Brand current world news 8,100 Non-Brand short articles 22,200 Non-Brand economic current event 12,100 Non-Brand sports articles 49,500 Non-Brand economic current events 12,100 Non-Brand magazine articles 165,000 Non-Brand economics current event 9,900 Non-Brand australian economy 6,600 Non-Brand economics current events 9,900 Non-Brand business blog 74,000 Non-Brand economy current events 9,900 Non-Brand articles on business 74,000 Non-Brand current international events 8,100 Non-Brand business article 74,000 Non-Brand international current event 8,100 Non-Brand business articles 74,000 Non-Brand world current event 14,800 Non-Brand business magazine 74,000 Non-Brand world current events 27,100 Non-Brand business magazines 18,100 Non-Brand world current news 8,100 Non-Brand weekly business magazine 58 Non-Brand international current events 8,100 Non-Brand business events 40,500 Non-Brand articles about economics 27,100 Non-Brand business issues 49,500 Non-Brand articles on economics 27,100 Non-Brand business news 165,000 Non-Brand articles on the economy 27,100 Non-Brand business news articles 5,400 Non-Brand economic article 27,100 Non-Brand business newspaper 27,100 Non-Brand economic articles 33,100 Non-Brand business newspapers 5,400 Non-Brand economics article 22,200 Non-Brand news business 165,000 Non-Brand economics articles 27,100 Non-Brand business topics 14,800 Non-Brand economy article 27,100 Non-Brand business weekly 14,800 Non-Brand economy articles 27,100 Non-Brand business journals 27,100 Non-Brand economic crisis 110,000 Non-Brand business publications 27,100 Non-Brand economic downturn 9,900 Non-Brand buy magazines 12,100 Non-Brand economic issues 60,500 Non-Brand business current events 9,900 Non-Brand economic recession 18,100 Non-Brand current affairs 22,200 Non-Brand financial crisis 2008 22,200 Non-Brand current business events 9,900 Non-Brand economic magazine 6,600 Non-Brand current economic events 12,100 Non-Brand economy magazines 590 Non-Brand current economy 33,100 Non-Brand economic news 49,500 Non-Brand current event 823,000 Non-Brand economic news articles 5,400 Non-Brand current event articles 49,500 Non-Brand economics news 22,200 Non-Brand current events 1,000,000 Non-Brand economy news 49,500 Non-Brand current events articles 33,100 Non-Brand news economics 22,200 Non-Brand current events economics 9,900 Non-Brand news economy 49,500 Non-Brand current events in business 9,900 Non-Brand news on economy 49,500 Non-Brand current events in economics 9,900 Non-Brand news on the economy 49,500 Non-Brand current events in the world 27,100 Non-Brand agricultural economics 18,100 Non-Brand current events news 22,200 Non-Brand applied economics 14,800 Non-Brand Non-Brand current events on economics current events on the economy 9,900 9,900 Non-Brand Non-Brand business economics development economics 58   60,500 22,200
  • SEM "Keywords with Estimated Impressions Campaign Keyword Estimated Local Monthly Searches Campaign Keyword Estimated Local Monthly Searches Non-Brand economic analysis 60,500 Non-Brand banking and finance 18,100 Non-Brand economic data 49,500 Non-Brand economic globalization 9,900 Non-Brand economic development 301,000 Non-Brand global economic 74,000 Non-Brand economic events 33,100 Non-Brand global economic crisis 9,900 Non-Brand economic integration 6,600 Non-Brand global economics 27,100 Non-Brand economic journals 6,600 Non-Brand global economy 74,000 Non-Brand economic policies 49,500 Non-Brand the global economy 74,000 Non-Brand economic policy 90,500 Non-Brand global stock market 12,100 Non-Brand economic report 22,200 Non-Brand global stock markets 12,100 Non-Brand economic review 33,100 Non-Brand global finance 22,200 Non-Brand economic situation 14,800 Non-Brand global financial crisis 12,100 Non-Brand economic statistics 27,100 Non-Brand global news 110,000 Non-Brand economic topics 8,100 Non-Brand global culture 18,100 Non-Brand economic trends 14,800 Non-Brand headline news 165,000 Non-Brand economics journals 8,100 Non-Brand headlines today 14,800 Non-Brand economics today 14,800 Non-Brand news headlines 74,000 Non-Brand economies 450,000 Non-Brand news headlines today 5,400 Non-Brand economy today 27,100 Non-Brand today news headlines 5,400 Non-Brand financial economics 33,100 Non-Brand international finance 49,500 Non-Brand managerial economics 22,200 Non-Brand international economics 40,500 Non-Brand national economy 18,100 Non-Brand international economy 40,500 Non-Brand new economics 40,500 Non-Brand the international economy 40,500 Non-Brand the economy today 27,100 Non-Brand international stock 40,500 Non-Brand wef 40,500 Non-Brand international stock markets 5,400 Non-Brand europe economy 22,200 Non-Brand international stocks 6,600 Non-Brand european economy 18,100 Non-Brand international banking 22,200 Non-Brand europe news 27,100 Non-Brand international banks 18,100 Non-Brand european news 22,200 Non-Brand international finance corporation 6,600 Non-Brand finance article 9,900 Non-Brand international financial management 6,600 Non-Brand finance articles 12,100 Non-Brand international market 135,000 Non-Brand financial articles 12,100 Non-Brand international markets 60,500 Non-Brand finance magazine 8,100 Non-Brand international business 246,000 Non-Brand financial magazine 12,100 Non-Brand international events 33,100 Non-Brand financial magazines 3,600 Non-Brand international articles 18,100 Non-Brand accounting news 5,400 Non-Brand international news 368,000 Non-Brand finance news 27,100 Non-Brand international news articles 5,400 Non-Brand financial market news 22,200 Non-Brand international news today 9,900 Non-Brand financial news 90,500 Non-Brand international newspapers 12,100 Non-Brand money news 40,500 Non-Brand magazine subscribe 74,000 Non-Brand news finance 27,100 Non-Brand magazine subscription 246,000 Non-Brand news financial 90,500 Non-Brand magazine subscription deals 6,600 Non-Brand wall street news 22,200 Non-Brand magazine subscriptions 201,000 Non-Brand economy publications 170 Non-Brand magazines subscriptions 74,000 Non-Brand financial publications 2,400 Non-Brand subscribe magazine 74,000 Non-Brand business finance 110,000 Non-Brand subscribe to magazines 49,500 Non-Brand financial market 1,000,000 Non-Brand best magazines 90,500 Non-Brand financial markets 301,000 Non-Brand entrepreneur magazine 27,100 Non-Brand Non-Brand financial review google finance 90,500 823,000 Non-Brand Non-Brand investment magazine it magazine 59   6,600 16,600,000
  • SEM "Keywords with Estimated Impressions Campaign Keyword Estimated Local Monthly Searches Campaign Keyword Estimated Local Monthly Searches Non-Brand list of magazines 27,100 Non-Brand recent news articles 22,200 Non-Brand science magazines 14,800 Non-Brand recent newspaper articles 8,100 Non-Brand sports magazines 18,100 Non-Brand science news articles 14,800 Non-Brand master of finance 40,500 Non-Brand short news 14,800 Non-Brand finance mba 18,100 Non-Brand south america news 12,100 Non-Brand mba finance 18,100 Non-Brand spanish news articles 6,600 Non-Brand mba in finance 18,100 Non-Brand sport news 1,000,000 Non-Brand banking news 6,600 Non-Brand sports news 246,000 Non-Brand budget news 9,900 Non-Brand technology news 110,000 Non-Brand company news 110,000 Non-Brand the latest news 1,220,000 Non-Brand dow jones news 5,400 Non-Brand top news 246,000 Non-Brand durham news 9,900 Non-Brand top news stories 33,100 Non-Brand dutch news 6,600 Non-Brand top news today 5,400 Non-Brand education news articles 5,400 Non-Brand up to date news 5,400 Non-Brand foreign news 22,200 Non-Brand weekly news 40,500 Non-Brand funny news articles 9,900 Non-Brand word news 33,100 Non-Brand google news 823,000 Non-Brand news magazine 90,500 Non-Brand government news 33,100 Non-Brand news magazines 14,800 Non-Brand interesting news 22,200 Non-Brand e magazine 27,100 Non-Brand interesting news articles 5,400 Non-Brand magazine online 201,000 Non-Brand internet news 110,000 Non-Brand magazines online 60,500 Non-Brand investment news 18,100 Non-Brand online magazine 201,000 Non-Brand it news 68,000,000 Non-Brand online magazines 60,500 Non-Brand italian news 22,200 Non-Brand digital magazines 12,100 Non-Brand last news 49,500 Non-Brand live news online 18,100 Non-Brand lastest news 8,100 Non-Brand news live online 18,100 Non-Brand latest news 1,220,000 Non-Brand news online 673,000 Non-Brand latest news articles 14,800 Non-Brand news websites 74,000 Non-Brand latest news update 22,200 Non-Brand newspaper articles online 9,900 Non-Brand latest news updates 301,000 Non-Brand online news 673,000 Non-Brand latest science news 6,600 Non-Brand online newspaper articles 9,900 Non-Brand live news feed 8,100 Non-Brand watch news online 27,100 Non-Brand market news 90,500 Non-Brand dow jones 1,500,000 Non-Brand marketing news 27,100 Non-Brand new york stock exchange 550,000 Non-Brand middle east news 14,800 Non-Brand stock market news 27,100 Non-Brand nation news 40,500 Non-Brand stock market prices 673,000 Non-Brand national news 301,000 Non-Brand stock market report 9,900 Non-Brand new news articles 14,800 Non-Brand stock markets 450,000 Non-Brand news article 550,000 Non-Brand stock news 90,500 Non-Brand news articles 550,000 Non-Brand stock prices 1,500,000 Non-Brand news events 60,500 Non-Brand british news 74,000 Non-Brand news latest 1,220,000 Non-Brand english newspaper 74,000 Non-Brand news report 450,000 Non-Brand economy of usa 110,000 Non-Brand news reports 368,000 Non-Brand united states economy 135,000 Non-Brand news sites 90,500 Non-Brand usa economy 110,000 Non-Brand news stories 165,000 Non-Brand united states news 60,500 Non-Brand political news 40,500 Non-Brand usa news 135,000 Non-Brand Non-Brand politics news recent news 22,200 673,000 Non-Brand Non-Brand usa news today world finance 60   22,200 60,500
  • SEM "Keywords with Estimated Impressions Campaign Keyword Estimated Local Monthly Searches Campaign Keyword Estimated Local Monthly Searches Non-Brand world markets 90,500 Non-Brand world headlines 8,100 Non-Brand world stock market 14,800 Non-Brand world politics 27,100 Non-Brand world stock markets 14,800 Non-Brand world events 2012 6,600 Non-Brand best economy in the world 5,400 Non-Brand world events timeline 9,900 Non-Brand largest economies in the world 12,100 Non-Brand abc news 1,500,000 Non-Brand the world economy 90,500 Non-Brand abc world news 49,500 Non-Brand world economic 110,000 Non-Brand al jazeera news 12,100 Non-Brand world economic crisis 5,400 Non-Brand asia times online 1,600 Non-Brand world economics 33,100 Non-Brand atlantic magazine 27,100 Non-Brand world economies 40,500 Non-Brand atlantic monthly magazine 2,900 Non-Brand world economy 90,500 Non-Brand bbc international news 74,000 Non-Brand world gdp 22,200 Non-Brand bbc 5,000,000 Non-Brand world mag 18,100 Non-Brand bbc live 40,500 Non-Brand world news magazine 2,400 Non-Brand bbc live news 6,600 Non-Brand worldmag 12,100 Non-Brand bbc news 1,000,000 Non-Brand world events 165,000 Non-Brand bbc news live 6,600 Non-Brand breaking news world 8,100 Non-Brand bbc news world 90,500 Non-Brand breaking world news 8,100 Non-Brand bbc world news 90,500 Non-Brand daily world news 6,600 Non-Brand bbc.com 135,000 Non-Brand latest news in the world 9,900 Non-Brand bbcnews 823,000 Non-Brand latest world news 9,900 Non-Brand bbcworld news 74,000 Non-Brand news around the world 6,600 Non-Brand news bbc world 90,500 Non-Brand news in the world 1,000,000 Non-Brand world news bbc 90,500 Non-Brand news in the world today 14,800 Non-Brand bloomberg.com 49,500 Non-Brand news of the world 1,000,000 Non-Brand business journal 368,000 Non-Brand news worldwide 6,600 Non-Brand business review 301,000 Non-Brand recent world news 8,100 Non-Brand business times 673,000 Non-Brand today world news 14,800 Non-Brand business today 40,500 Non-Brand top world news 14,800 Non-Brand magazine business week 8,100 Non-Brand world breaking news 8,100 Non-Brand business week 201,000 Non-Brand world business news 5,400 Non-Brand business week magazine 8,100 Non-Brand world latest news 9,900 Non-Brand businessnews 90,500 Non-Brand world new 1,500,000 Non-Brand businessweek 201,000 Non-Brand world news 1,000,000 Non-Brand businessweek.com 1,600 Non-Brand world news articles 8,100 Non-Brand cbc news 33,100 Non-Brand world news daily 6,600 Non-Brand cnn international 27,100 Non-Brand world news for today 14,800 Non-Brand cnn international news 9,900 Non-Brand world news headlines 5,400 Non-Brand cnn 16,600,000 Non-Brand world news latest 9,900 Non-Brand cnn headline news 49,500 Non-Brand world news now 12,100 Non-Brand cnn live 201,000 Non-Brand world news report 201,000 Non-Brand cnn live news 18,100 Non-Brand world news today 14,800 Non-Brand cnn news 823,000 Non-Brand world news tonight 12,100 Non-Brand cnn news live 18,100 Non-Brand world newspapers 22,200 Non-Brand cnn news video 6,600 Non-Brand world top news 14,800 Non-Brand cnn news world 12,100 Non-Brand world wide news 6,600 Non-Brand cnn world news 12,100 Non-Brand worldnews 368,000 Non-Brand cnn.com 1,000,000 Non-Brand Non-Brand worlds news worldwide news 6,600 6,600 Non-Brand Non-Brand cnnnews www.cnn.com 61   550,000 165,000
  • SEM "Keywords with Estimated Impressions Campaign Keyword Estimated Local Monthly Searches Campaign Keyword Estimated Local Monthly Searches Non-Brand daily news 3,350,000 Non-Brand nyt 823,000 Non-Brand the daily news 3,350,000 Non-Brand times news 550,000 Non-Brand economic times 74,000 Non-Brand nytimes.com 74,000 Non-Brand economics times 14,800 Non-Brand people magazine subscription 9,900 Non-Brand the economic times 74,000 Non-Brand reuters 550,000 Non-Brand finacial times 880 Non-Brand reuters news 33,100 Non-Brand financial time 60,500 Non-Brand rolling stone magazine 60,500 Non-Brand financial times 165,000 Non-Brand the week magazine 40,500 Non-Brand financial times magazine 480 Non-Brand news world 1,000,000 Non-Brand financial times online 880 Non-Brand the world news 1,000,000 Non-Brand financial times subscription 3,600 Non-Brand time magazine 550,000 Non-Brand financial times subscription discount 480 Non-Brand time magazine subscription 6,600 Non-Brand financialtimes 90,500 Non-Brand time.com 18,100 Non-Brand finantial times 260 Non-Brand times magazine 135,000 Non-Brand ft 20,400,000 Non-Brand us magazine 550,000 Non-Brand ft magazine 5,400 Non-Brand us news 823,000 Non-Brand ft.com 9,900 Non-Brand us news world report 201,000 Non-Brand the financial times 165,000 Non-Brand washingtonpost.com 74,000 Non-Brand forbes 1,000,000 Non-Brand wired magazine 40,500 Non-Brand forbes magazine 49,500 Non-Brand world magazine 135,000 Non-Brand forbes.com 12,100 Non-Brand wall street journal 1,500,000 Non-Brand fortune magazine 49,500 Non-Brand the wall street journal 1,500,000 Non-Brand fortune.com 33,100 Non-Brand fox news 9,140,000 Non-Brand fox news live 110,000 Non-Brand golf magazine 40,500 Non-Brand gq subscription 2,400 Non-Brand harvard business review magazine 1,000 Non-Brand international herald tribune subscription 210 Non-Brand kiplingers 40,500 Non-Brand market watch 550,000 Non-Brand money magazine 60,500 Non-Brand money magazine subscription 1,600 Non-Brand msn news 110,000 Non-Brand msnbc 5,000,000 Non-Brand national geographic magazine 49,500 Non-Brand national geographic magazine subscription 2,900 Non-Brand nation magazine 14,800 Non-Brand nbc news 550,000 Non-Brand new yorker subscription 9,900 Non-Brand news international 368,000 Non-Brand the news international 368,000 Non-Brand news week 60,500 Non-Brand newsweek 301,000 Non-Brand newsweek magazine 27,100 Non-Brand newsweek subscription 3,600 Non-Brand newsweek.com 3,600 Non-Brand Non-Brand newyork times newyorktimes 2,740,000 2,740,000 62  
  • Newspaper   63  
  • Newspaper Insertions Total Number TotalNewspaper Unit Sq Inches Placement Day of the Week Circulation Rates Pricing per Week of Weeks ImpressionsSan Francisco Chronicle 1/2 pg   Main News Wed, Thu, Fri 229,176 3 $40,550 8 5,500,224 $973,199  1/2 pg   Sports Monday 229,176 1 $40,550 8 1,833,408 $324,400  1/2 pg   Business Tuesday 229,176 1 $40,550 8 1,833,408 $324,400 Subtotal:                 9,167,040 $1,621,998                     New York Times 1/2 pg 64 Main News Sunday 557,383 1 $1,554 6 3,344,298 $596,736  1/2 pg 64 Sports Monday 398,356 1 $1,386 6 2,390,136 $532,224  1/2 pg 64 Business Tuesday 398,356 1 $1,386 6 2,390,136 $532,224  1/2 pg 64 Weekend Arts Friday 398,356 1 $1,386 6 2,390,136 $532,224 Subtotal:                 10,514,706 $2,193,408                     Grand Total:                 19,681,746 $3,815,406 64  
  • Mobile   65  
  • MobileCategory Mobile Unit Impressions CPM Spending Click to Site Rate (%) Site Visits Cost per Site VisitBusiness :30 Pre-Roll Video 20,000,000 $15.00 $300,000 0.170% 34,000 $8.82 X Large Image Banner - 300 x  75 20,000,000 $12.00 $240,000 0.160% 32,000 $7.50 Subtotal:   40,000,000 $13.50 $540,000 0.165% 66,000 $8.18               Sports :30 Pre-Roll Video 30,000,000 $17.00 $510,000 0.180% 54,000 $9.44 X Large Image Banner - 300 x  75 30,000,000 $11.00 $330,000 0.180% 54,000 $6.11 Subtotal:   60,000,000 $14.00 $840,000 0.180% 108,000 $7.78               General News :30 Pre-Roll Video 20,000,000 $15.00 $300,000 0.170% 34,000 $8.82 X Large Image Banner - 300 x  75 20,000,000 $12.00 $240,000 0.160% 32,000 $7.50  Large Image Banner - 216 x 54 20,000,000 $9.00 $180,000 0.100% 20,000 $9.00 Subtotal:   60,000,000 $12.00 $720,000 0.143% 86,000 $8.37               Men :30 Pre-Roll Video 25,000,000 $15.00 $375,000 0.170% 42,500 $8.82 X Large Image Banner - 300 x  75 25,000,000 $12.00 $300,000 0.160% 40,000 $7.50  Large Image Banner - 216 x 54 25,000,000 $9.00 $225,000 0.100% 25,000 $9.00 Subtotal:   75,000,000 $12.00 $900,000 0.143% 107,500 $8.37               Grand Total:   235,000,000 $12.77 $3,000,000 0.156% 367,500 $8.16 66  
  • Social   67  
  • Social (Facebook)Test Group Impressions CPM Spending Click to Site Rate (%) Site Visits Cost per Site VisitA 25-34, Men, Single, SF, Interested in Sports 15,000,000 $6.25 $93,750 0.045% 6,750 $13.89A 25-34, Men, Single, SF, College Grad 7,500,000 $6.25 $46,875 0.045% 3,375 $13.89A 25-34, Men, Single, SF, Interested in News 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 25-34, Men, Single, SF, Interested in World Affairs 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 25-34, Men, Single, SF, Interested in Video Games 5,000,000 $6.25 $31,250 0.045% 2,250 $13.89A 25-34, Men, Single, SF, Interested in Music 5,600,000 $6.25 $35,000 0.045% 2,520 $13.89A 25-34, Men, Single, NY, Interested in Sports 15,000,000 $6.25 $93,750 0.045% 6,750 $13.89A 25-34, Men, Single, NY, College Grad 7,500,000 $6.25 $46,875 0.045% 3,375 $13.89A 25-34, Men, Single, NY, Interested in News 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 25-34, Men, Single, NY, Interested in World Affairs 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 25-34, Men, Single, NY, Interested in Video Games 5,000,000 $6.25 $31,250 0.045% 2,250 $13.89A 25-34, Men, Single, NY, Interested in Music 5,600,000 $6.25 $35,000 0.045% 2,520 $13.89A 35-44, Men, Single, SF, Interested in Sports 15,000,000 $6.25 $93,750 0.045% 6,750 $13.89A 35-44, Men, Single, SF, College Grad 7,500,000 $6.25 $46,875 0.045% 3,375 $13.89A 35-44, Men, Single, SF, Interested in News 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 35-44, Men, Single, SF, Interested in World Affairs 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 35-44, Men, Single, SF, Interested in Video Games 5,000,000 $6.25 $31,250 0.045% 2,250 $13.89A 35-44, Men, Single, SF, Interested in Music 5,600,000 $6.25 $35,000 0.045% 2,520 $13.89A 35-44, Men, Single, NY, Interested in Sports 15,000,000 $6.25 $93,750 0.045% 6,750 $13.89A 35-44, Men, Single, NY, College Grad 7,500,000 $6.25 $46,875 0.045% 3,375 $13.89A 35-44, Men, Single, NY, Interested in News 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 35-44, Men, Single, NY, Interested in World Affairs 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 35-44, Men, Single, NY, Interested in Video Games 5,000,000 $6.25 $31,250 0.045% 2,250 $13.89A 35-44, Men, Single, NY, Interested in Music 5,600,000 $6.25 $35,000 0.045% 2,520 $13.89A 25-44, Men, SF & NY Interested in Thinking Games (Chess, Sudoku, Trivia) 20,000,000 $6.00 $120,000 0.040% 8,000 $15.00A 25-34, Women, Single, SF, College Grad 7,500,000 $6.25 $46,875 0.045% 3,375 $13.89A 25-34, Women, Single, SF, Interested in News 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 25-34, Women, Single, SF, Interested in World Affairs 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 25-34, Women, Single, SF, Interested in Video Games 5,000,000 $6.25 $31,250 0.045% 2,250 $13.89A 25-34, Women, Single, SF, Interested in Music 5,600,000 $6.25 $35,000 0.045% 2,520 $13.89A 25-34, Women, Single, NY, College Grad 7,500,000 $6.25 $46,875 0.045% 3,375 $13.89A 25-34, Women, Single, NY, Interested in News 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 25-34, Women, Single, NY, Interested in World Affairs 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 25-34, Women, Single, NY, Interested in Video Games 5,000,000 $6.25 $31,250 0.045% 2,250 $13.89A 25-34, Women, Single, NY, Interested in Music 5,600,000 $6.25 $35,000 0.045% 2,520 $13.89A 35-44, Women, Single, SF, College Grad 7,500,000 $6.25 $46,875 0.045% 3,375 $13.89A 35-44, Women, Single, SF, Interested in News 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 35-44, Women, Single, SF, Interested in World Affairs 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 35-44, Women, Single, SF, Interested in Video Games 5,000,000 $6.25 $31,250 0.045% 2,250 $13.89A 35-44, Women, Single, SF, Interested in Music 5,600,000 $6.25 $35,000 0.045% 2,520 $13.89A 35-44, Women, Single, NY, College Grad 7,500,000 $6.25 $46,875 0.045% 3,375 $13.89A 35-44, Women, Single, NY, Interested in News 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 35-44, Women, Single, NY, Interested in World Affairs 6,000,000 $6.25 $37,500 0.045% 2,700 $13.89A 35-44, Women, Single, NY, Interested in Video Games 5,000,000 $6.25 $31,250 0.045% 2,250 $13.89A 35-44, Women, Single, NY, Interested in Music 5,600,000 $6.25 $35,000 0.045% 2,520 $13.89A 25-44, Women, SF & NY Interested in Thinking Games (Chess, Sudoku, Trivia) 15,625,000 $6.00 $93,750 0.040% 6,250 $15.00Total: 321,425,000 $6.22 $2,000,000 0.044% 142,860 $14.00 68