NEJM & JW Online  February 6, 2009
Our challenges may be new
The instruments with which we meet them may be new
But those values upon which our success depends
These things are old
These things are true
NEJM Then …
User Databases Text Supplements Slide  Shows Audio Video Metadata NEJM Now …
Audience Segments Program Portfolio Business Requirements Physicians Authors Reviewers Residents Specialty Practice Settin...
Manage a Portfolio  Not a Product
This Means Both Content  AND Customers
What Advertisers Want
<ul><ul><li>Targeting </li></ul></ul><ul><ul><li>Measurable performance </li></ul></ul><ul><ul><li>Integration in their ma...
<ul><ul><li>Customer Data </li></ul></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>Targeting </li></ul></ul><ul><ul...
 
NEJM.org Audience PCPs = FMs + IMs + GP 46%
NEJM.org Audience Years in Practice
NEJM.org Activity <ul><li>700,000 uniques/month, US </li></ul><ul><li>8 million pageviews/month, US </li></ul><ul><li>Aver...
NEJM.org Advertising <ul><li># 1 medical journal website (Nielsen/Manhattan) </li></ul><ul><li>Roadblocks and some rich me...
NEJM.org : Targeting by Content Type The TOPIC COLLECTIONS link from the homepage to targeted content
NEJM Weekly eTOC Sponsorship <ul><li>Physicians stay connected to what is new and important in medical research and clinic...
NEJM Weekly eTOC Sponsorship <ul><li>Physicians stay connected to what is new and important in medical research and clinic...
<ul><li>NEJM Audio Summary Podcast Sponsorship </li></ul><ul><li>For the savvy, connected physician </li></ul><ul><li>10-s...
NEJM.org Interactive Sponsorships <ul><li>NEJM Image Challenge Sponsorship </li></ul><ul><li>Popular gaming feature; physi...
<ul><li>Videos in Clinical Medicine Sponsorship </li></ul><ul><li>Popular learning tool  </li></ul><ul><li>Exclusive leade...
 
 
 
JWatch.org Advertising <ul><li>Target ads to 33 specialty and disease-oriented sections </li></ul><ul><li>250,000 uniques/...
<ul><li>Target  by  specialty-based content—12 Specialty Groups </li></ul><ul><li>Groups include  weekly  eTOCs and  month...
Journal Watch Email Advertising Groups  81,000 Pediatric & Adolescent Medicine 12 Journal Watch Groups Monthly Sends Cardi...
Physician’s First Watch  <ul><li>The last 24 hours of medical news in the first 3 minutes of their day, sent by 7am EST Mo...
 
What About Social Media?
Zuckerberg’s Law
Next year people will share twice as much information as they share this year, and [the] next year, they will be sharing t...
 
Thank You!
 
 
 
 
Thank You
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Thomas J. Easley - NEJM - Professional Scholarly Publishing

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  • Thomas J. Easley - NEJM - Professional Scholarly Publishing

    1. 1. NEJM & JW Online February 6, 2009
    2. 2. Our challenges may be new
    3. 3. The instruments with which we meet them may be new
    4. 4. But those values upon which our success depends
    5. 5. These things are old
    6. 6. These things are true
    7. 7. NEJM Then …
    8. 8. User Databases Text Supplements Slide Shows Audio Video Metadata NEJM Now …
    9. 9. Audience Segments Program Portfolio Business Requirements Physicians Authors Reviewers Residents Specialty Practice Setting Country Librarians Researchers Demographics Media Nurse/PA NEJM Articles Videos CME Blogs Community My NEJM Podcasts YouTube Specialty Targeting News E-Alerts Order forms Search Mobile Market Research Circulation Institutions Advertising Brand Teaching Students Analytics Beta Community Facebook iPhone Kindle JW
    10. 10. Manage a Portfolio Not a Product
    11. 11. This Means Both Content AND Customers
    12. 12. What Advertisers Want
    13. 13. <ul><ul><li>Targeting </li></ul></ul><ul><ul><li>Measurable performance </li></ul></ul><ul><ul><li>Integration in their marketing mix </li></ul></ul><ul><ul><li>Creative opportunities </li></ul></ul><ul><ul><ul><li>ROS advertising (banners, towers, etc.) </li></ul></ul></ul><ul><ul><ul><li>Sponsorships </li></ul></ul></ul><ul><ul><ul><li>Multimedia </li></ul></ul></ul><ul><ul><li>A Program of Solutions (not just impressions) </li></ul></ul>What Advertisers Want
    14. 14. <ul><ul><li>Customer Data </li></ul></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>Targeting </li></ul></ul><ul><ul><li>Passive and Active Authentication </li></ul></ul><ul><ul><li>A Portfolio of Content and Services </li></ul></ul><ul><ul><ul><li>Onsite </li></ul></ul></ul><ul><ul><ul><li>Alerts </li></ul></ul></ul>What That Means for Publishers
    15. 16. NEJM.org Audience PCPs = FMs + IMs + GP 46%
    16. 17. NEJM.org Audience Years in Practice
    17. 18. NEJM.org Activity <ul><li>700,000 uniques/month, US </li></ul><ul><li>8 million pageviews/month, US </li></ul><ul><li>Average user session: 5 min, 37 sec </li></ul><ul><li>Average pageviews/visitor: 6 </li></ul><ul><li>48% of visitors return within 30 days </li></ul><ul><li>Ongoing SEO efforts </li></ul><ul><li>Audience: </li></ul><ul><ul><li>Print subs activated online </li></ul></ul><ul><ul><li>Online-only subs </li></ul></ul><ul><ul><li>Academic, Hospital/ Institution and Corporate site license users </li></ul></ul><ul><ul><li>Registered users & others </li></ul></ul>
    18. 19. NEJM.org Advertising <ul><li># 1 medical journal website (Nielsen/Manhattan) </li></ul><ul><li>Roadblocks and some rich media accepted </li></ul>
    19. 20. NEJM.org : Targeting by Content Type The TOPIC COLLECTIONS link from the homepage to targeted content
    20. 21. NEJM Weekly eTOC Sponsorship <ul><li>Physicians stay connected to what is new and important in medical research and clinical practice </li></ul><ul><li>A weekly opt-in newsletter covering new content published that week </li></ul><ul><li>Broadcast on Wednesdays at 5:00 PM EST to over 315,000 US MDs and HCPs </li></ul><ul><li>Exclusive weekly sponsorship </li></ul><ul><ul><li>Display or text ad </li></ul></ul>#4 most frequently read e-newsletter for professional purposes (Manhattan Research ePharma Physician® v8.0)
    21. 22. NEJM Weekly eTOC Sponsorship <ul><li>Physicians stay connected to what is new and important in medical research and clinical practice </li></ul><ul><li>A weekly opt-in newsletter covering new content published that week </li></ul><ul><li>Broadcast on Wednesdays at 5:00 PM EST to over 315,000 US MDs and HCPs </li></ul><ul><li>Exclusive weekly sponsorship </li></ul><ul><ul><li>Display or text ad </li></ul></ul><ul><li>Open Rate: 20% </li></ul><ul><ul><li>MDs-only Open Rate: 27% </li></ul></ul><ul><li>Content CTR: 43% </li></ul><ul><ul><li>MDs-only Content CTR: 46% </li></ul></ul>#4 most frequently read e-newsletter for professional purposes (Manhattan Research ePharma Physician® v8.0)
    22. 23. <ul><li>NEJM Audio Summary Podcast Sponsorship </li></ul><ul><li>For the savvy, connected physician </li></ul><ul><li>10-second “pre-roll” on audio summary of weekly edition </li></ul><ul><li>Pre-roll is embedded in: </li></ul><ul><ul><li>All plays using NEJM player (avg. 21,000/month) </li></ul></ul><ul><ul><li>All MP3 downloads (avg. 56,000/month) </li></ul></ul><ul><ul><li>All podcast downloads (avg. 53,000/month) </li></ul></ul><ul><ul><li>Total monthly downloads, plays = 130,000 avg. </li></ul></ul><ul><li>Bonus banner ad impressions to player page </li></ul><ul><li>Sponsorship package </li></ul>NEJM.org Interactive Sponsorships #3 most useful podcast for professional purposes -- and the only journal cited (Manhattan Research ePharma Physician® v8.0)
    23. 24. NEJM.org Interactive Sponsorships <ul><li>NEJM Image Challenge Sponsorship </li></ul><ul><li>Popular gaming feature; physicians use it to test diagnostic and visual skills </li></ul><ul><li>3rd most popular section on site (after homepage and search) </li></ul><ul><li>High engagement: 2.2 million user responses per year </li></ul><ul><li>Exclusive leaderboard position on Image Challenge Section, 50,000 impressions </li></ul><ul><li>Package includes 50,000 ROS impressions </li></ul><ul><li>Image Challenge package </li></ul>
    24. 25. <ul><li>Videos in Clinical Medicine Sponsorship </li></ul><ul><li>Popular learning tool </li></ul><ul><li>Exclusive leaderboard on video summary and download options pages (avg. 20,000 impressions/month) </li></ul><ul><li>Package includes 50,000 ROS impressions </li></ul><ul><li>Sponsorship package </li></ul>NEJM.org Interactive Sponsorships
    25. 29. JWatch.org Advertising <ul><li>Target ads to 33 specialty and disease-oriented sections </li></ul><ul><li>250,000 uniques/ month US </li></ul><ul><li>1 million pageviews/month US </li></ul>
    26. 30. <ul><li>Target by specialty-based content—12 Specialty Groups </li></ul><ul><li>Groups include weekly eTOCs and monthly topic alert emails </li></ul><ul><li>Exclusive monthly sponsorship (first-come, first-serve) with leaderboard ad </li></ul><ul><li>All recipients are opted-in , offering an engaged audience </li></ul>Journal Watch Targeted Email Groups
    27. 31. Journal Watch Email Advertising Groups 81,000 Pediatric & Adolescent Medicine 12 Journal Watch Groups Monthly Sends Cardiology 132,000 General Medicine 360,000 Infectious Diseases 86,000 Psychiatry 73,000 Neurology 68,000 Gastroenterology 63,000 Emergency Medicine 58,000 Women’s Health 109,000 Oncology/Hematology 43,000 Dermatology 36,000 HIV/AIDS 29,000
    28. 32. Physician’s First Watch <ul><li>The last 24 hours of medical news in the first 3 minutes of their day, sent by 7am EST Monday - Friday </li></ul><ul><li>Features 3-5 clinically-focused briefs by 9-member physician editorial board covering: </li></ul><ul><ul><li>medical journals </li></ul></ul><ul><ul><li>government agencies </li></ul></ul><ul><ul><li>scientific conferences </li></ul></ul><ul><ul><li>major news outlets </li></ul></ul><ul><li>Average open rate of 30% </li></ul><ul><li>Weekly buy includes: </li></ul><ul><ul><li>50% SOV per </li></ul></ul><ul><ul><li>275,000 sends </li></ul></ul><ul><ul><li>55,000 US opted-in HCPs </li></ul></ul>
    29. 34. What About Social Media?
    30. 35. Zuckerberg’s Law
    31. 36. Next year people will share twice as much information as they share this year, and [the] next year, they will be sharing twice as much as they did the year before.
    32. 38. Thank You!
    33. 43. Thank You

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