Using Big Data to Bring
Cohesiveness toYour
Advertising Program
Brendon Shank - Society of Hospital Medicine
ToddVon Deak,...
Appreciate that Tradeoffs are Multi-Dimensional
Start to IdentifyYour Questions
Begin to Map your Data
Have a Simple Plan ...
ToddVon Deak, MBA, CAE
The smart decisions are not always the obvious ones.
Brendon Shank
Put yourself in a position to as...
@bshank @tvondeak
Annual Meeting
Apps
Chapter Events
Fellowship
Leadership Academy
Membership
Mentored Implementation
Onli...
@bshank @tvondeak
@bshank @tvondeak
House Ads Editorial Shirt-Tail
It Started with a Simple Question...
@bshank @tvondeak
Average Salary?
@bshank @tvondeak
According to Indeed.Com
$69,000
@bshank @tvondeak
House Publication
7 Ads - 2K/Edition - $24k/Yr
1/3 of a Designer
Editorial Shirt-Tail
5 Minutes / $21 / ...
@bshank @tvondeak
House Ads
Cost: $2,000+
Editorial Shirt-Tail
Cost: $3.31
Advertising & Sales Office
Pharmaceutical Media,...
@bshank @tvondeak
The Questions Only Just Begun...
@bshank @tvondeak
The Questions Only Just Begun...
@bshank @tvondeak
What Questions DoYou Want to Ask?
@bshank @tvondeak
MapYour Data Pathways
@bshank @tvondeak
Text
Text
Include:
Paid and House
All Channels
Non-Traditional
Sources
@bshank @tvondeak
Don’t Rush - Track In Silos
@bshank @tvondeak
Now Build
@bshank @tvondeak
@bshank @tvondeak
1) IdentifyYour Questions
2) MapYour Data
3) It’s OK to work in Silos
4) Tips for Building
@bshank @tvondeak
ToddVon Deak, MBA, CAE
The smart decisions are not always the obvious ones.
Brendon Shank
Put yourself in a position to as...
Brendon Shank - Society of Hospital Medicine
bshank@hospitalmedicine.org
@bshank
Questions?
ToddVon Deak - TVD Associates
...
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Using Data to Improve Your Advertising Program

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Presentation by Todd Von Deak (todd@toddvondeak.com) and Brendon Shank (brendon@brendonshank.com) on using data to improve your advertising program for your non-profit/association's publication. The presentation offered an outline of steps you can take to build a data program at your own organization.

Published in: Business, Health & Medicine
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Using Data to Improve Your Advertising Program

  1. 1. Using Big Data to Bring Cohesiveness toYour Advertising Program Brendon Shank - Society of Hospital Medicine ToddVon Deak, MBA, CAE - TVD Associates Association Media and Publishing - June 2013
  2. 2. Appreciate that Tradeoffs are Multi-Dimensional Start to IdentifyYour Questions Begin to Map your Data Have a Simple Plan for Moving Forward @bshank @tvondeak Our Time May be Limited, But Our Goals are Not!
  3. 3. ToddVon Deak, MBA, CAE The smart decisions are not always the obvious ones. Brendon Shank Put yourself in a position to ask solid questions. Big Take-Aways: Any Others? @bshank @tvondeak
  4. 4. @bshank @tvondeak Annual Meeting Apps Chapter Events Fellowship Leadership Academy Membership Mentored Implementation Online Communities Publications - Print & Electronic Specialty Events Webinars
  5. 5. @bshank @tvondeak
  6. 6. @bshank @tvondeak House Ads Editorial Shirt-Tail It Started with a Simple Question...
  7. 7. @bshank @tvondeak Average Salary?
  8. 8. @bshank @tvondeak According to Indeed.Com $69,000
  9. 9. @bshank @tvondeak House Publication 7 Ads - 2K/Edition - $24k/Yr 1/3 of a Designer Editorial Shirt-Tail 5 Minutes / $21 / $ $252 1/273 of a Designer
  10. 10. @bshank @tvondeak House Ads Cost: $2,000+ Editorial Shirt-Tail Cost: $3.31 Advertising & Sales Office Pharmaceutical Media, Inc. 30 East 33rd Street, 4th Floor New York, NY 10016 P: 212-685-5010 F: 212-685-6126 Joe Schuldner, Advertising Sales Manager P: 212-904-0377 E: jschuldner@pminy.com Julie Jimenez, Production Manager P: 212.904.0360 E: jjimenez@pminy.com Publisher & Editorial Office Wiley 111 River Street Hoboken, NJ 07030 P: 781-388-8250 E: corporatesalesusa@wiley.com Publisher: Vickie Thaw vthaw@wiley.com Brooke Maynard, Reprint Sales Representative P: 781-388-8487 E: bmaynard@wiley.com Chris Breslin, Business Development Manager P: 443-512-0330 E: cbreslin@wiley.com Circulation Total Circulation: 22,738 Circulation Verification: BPA Circulation Breakdown: SHM Total Members: 8,835 SHM Roster: 6,381 Internal Medicine Residents: 5,944 Editorial Information Physician Editor: Danielle Scheurer, MD, FHM Editor: Jason Carris, jcarris@wiley.com Editorial-to-Advertising Ratio: Average 50% to 50% Advertising Information Earned Rates: Rates based on number of total units used within a calendar year (e.g., six full pages and six half pages earn the 12x rate). Combination Frequency: Ads placed in The Hospitalist and the Journal of Hospital Medicine combine for earned frequency rate. Discounts & Advertising Incentives: Run a paid ad in every issue, January through November, and receive a free placement in the December issue. The free ad must be for the same brand and must be of equal or smaller size than its paid counterpart. Policy on Ad Placement: Interspersed Agency Commission: 15% (subject to withdrawal on accounts not paid within 60 days of invoice date). Requirements for Acceptance of Advertising: All advertising is subject to the approval of the editors and the publisher. Display Advertising Rates Frequency King Island A 1/ 2 Island 1/4 Page 1x $4,455 $3,675 $2,950 $2,145 6x $4,405 $3,500 $2,880 $2,080 12x $4,185 $3,400 $2,810 $2,000 24x $4,100 $3,370 $2,750 $1,945 36x $4,035 $3,300 $2,725 $1,865 48x $3,910 $3,195 $2,645 $1,805 60x $3,890 $3,160 $2,605 $1,720 72x $3,820 $3,090 $2,525 $1,665 96x $3,755 $3,030 $2,450 $1,570 120x $2,605 $3,000 $2,380 $1,445 Color Rates In addition to earned B&W Rate: 4-color process: $1,670 Cover & Preferred Positions In addition to earned B&W Rate Second cover: 35% Fourth cover: 50% Positions available on a non-cancelable basis. Inserts: Charged at the earned black-and-white page rate. 2013 Display Advertising Rate Card Effective January 2013 www.The-Hospitalist.org The Hospitalist is a news publication for hospitalists throughout the United States, reporting on issues and trends in the practice of hospital medicine. Each issue gives readers practical advice from leading authorities in the field on selected topics in clinical management, ethical concerns, public policy, and medical-legal issues. The Hospitalist also includes an extensive classified section featuring a comprehensive listing of job opportunities geared toward physicians practicing hospital medicine. Paid Advertiser Revenue: $2,000+
  11. 11. @bshank @tvondeak The Questions Only Just Begun...
  12. 12. @bshank @tvondeak The Questions Only Just Begun...
  13. 13. @bshank @tvondeak What Questions DoYou Want to Ask?
  14. 14. @bshank @tvondeak
  15. 15. MapYour Data Pathways @bshank @tvondeak Text Text Include: Paid and House All Channels Non-Traditional Sources
  16. 16. @bshank @tvondeak Don’t Rush - Track In Silos
  17. 17. @bshank @tvondeak Now Build
  18. 18. @bshank @tvondeak
  19. 19. @bshank @tvondeak 1) IdentifyYour Questions 2) MapYour Data 3) It’s OK to work in Silos 4) Tips for Building
  20. 20. @bshank @tvondeak
  21. 21. ToddVon Deak, MBA, CAE The smart decisions are not always the obvious ones. Brendon Shank Put yourself in a position to ask solid questions. Big Take-Aways: Any Others? @bshank @tvondeak
  22. 22. Brendon Shank - Society of Hospital Medicine bshank@hospitalmedicine.org @bshank Questions? ToddVon Deak - TVD Associates todd@toddvondeak.com @tvondeak @bshank @tvondeak
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