To increase viewership, readership, and circulation rates of the Caduceus publication across various media platforms, the group recommends: 1) Investing in obtaining strong readership data to provide advertisers with ROI metrics and sway them to purchase ad space. 2) Updating the outdated media kit with current undergraduate member and chapter size data to make a better first impression on advertisers. 3) Considering premium cover page ad placements and loyalty discounts for new and continuing advertisers to increase advertising revenue. 4) Increasing print quality and digital interactivity to improve engagement and attract more readers, translating to higher advertising costs and reach.

1. Running head: CADUCEUS PROPOSAL 1
Viewership, Readership, and Circulation Rates
Matthew Serafin – (Xi-Xi, Marquette University, 14’)
Zachary Brabham – (Lambda, University of Tennessee, 11’)
Derek Arguello – (Grand Valley State University, Sigma-Kappa, 13’)

2. CADUCEUS PROPOSAL 2
Objective
To increase the overall viewership, readership and circulation rates for the Caduceus on all
media vehicles. As a result of increasing said analytics and by evaluating the findings of this
case, the following recommendations must then be made:
• Propose a new rate structure for advertising on all platforms.
• Develop a strategy to capture new advertisers and maintain existing relations.
• Determine the technical requirements and strategy for implementing web-based
advertisements.

3. CADUCEUS PROPOSAL 3
Critical Factors
Budget
Kappa Sigma operates on a strict budget that is allocated in many different predetermined
areas. It is unlikely that a larger percentage of funds will be provided for use of the Caduceus.
Media Vehicle
Online publishing allows for the most affordable and efficient way to produce the
magazine and send it to the largest audience. However, according to our data, only a small
percentage of subscribers open the web-based version for viewing. Online advertising is less
persuasive than other forms of media due to how briefly users see the advertisement and how
easy web advertisements are to ignore. Physical copies of the magazine are more engaging with
the audience. Readers spend more time looking through the physical publication compared to the
digital, ultimately increasing advertisement resonance amongst readers of the physical version.
Digital copies are more affordable and able to be delivered to a larger audience while physical
issues are more engaging and more likely to be read.
Readership Data
Currently, there is little data known about the publication’s audience. Demographic traits
can be determined via Salesforce and there is some information via ExactTarget from data
obtained in digital publications. However, these figures are rather unreliable because
readership (the percentage of the audience who actually reads the print version that has been
delivered to them) is unknown. Without demographic information of those who read the
Caduceus, we are not able to understand the behavioristic and psychographic natures of the
audience. Hence, we do not know what the audience likes and does not like. Ultimately, we do

4. CADUCEUS PROPOSAL 4
not know what needs improvement or what is doing well. The following table represents the
readership data from the eCaduceus for the Fall 2014 publication.
Total Sent Delivery Rate Open Rate Click-Through Rate
Alumni 50943 93.031% (47,393) 29.604% (14,030) 4.000%
Undergrad 16494 96.969% (15,994) 41.047% (6,565) 2.700%
Brand Image
The Caduceus has operated in its current format for many years. It represents Kappa
Sigma and there is a tradition to how it is created. Magazine changes cannot be made in a drastic
or impulsive manner, as to avoid upsetting any members of the audience. This careful balance
between improvement and tradition must be considered. Suggestions and future
recommendations will have to be considerate of all those involved, including the readership and
those involved with production. This publication represents the fraternity as a whole and must
maintain its current appeal while improving upon what is not favorable.
Audience
There is no direct readership information known. While most reading are Kappa Sigma
brothers, both undergraduate and alumni, it is likely that readers are different in many
ways. Many family members of brothers, university officials, and interested potential new
members are likely to be reading as well. Content must be relatable to a wide rage of ages while
still feeling specific towards certain age groups in a way that maintains interest.

5. CADUCEUS PROPOSAL 5
Beta’s Survey Results
This information is based on research of similar fraternal publications. The following
analytics were a result of Beta Theta Pi’s readership survey completed by 292 participants in
2009 and is conducted every four years. Beta’s mission statement present in each readership
survey suggests strong support for discovering reader analytics, “Without the assistance of
readership surveys, editorial decisions would be largely based on responses from only the most
vocal members of the fraternity… What do the casual readers want to see? Will a change in
current practices foster a healthier relationship between readers and organization? What level of
enjoyment do people receive from this product? What is our return on investment?”
Readership Profile
• Response rates came from: 71% alumnus member, 12% undergraduate member, and 9%
member foundation donor.
• 28% of respondents have completed their undergraduate degree since the year 2000
Observations
• 60% of readers browse until they find an article that captures their attention while 14%
read from cover to cover
• The most read sections are Campus Life, Mystic Shrine, News & Notes, Cover Story,
Sports Round Up and a Principled life.
• The least read sections are Destinations, Volunteer, Books by Betas, From the Editor, and
Lasting moment. (Books by Betas will be phased out of the publication)
• 74% of respondents claimed that they would like to see more chapter profiles. (The
publication set a goal to feature 2 chapters per issue)

6. CADUCEUS PROPOSAL 6
• Alumni profiles and historical articles scored 65% and 53% respectively. (The
publication set a goal to feature 1-2 of the aforementioned articles in each issue)

7. CADUCEUS PROPOSAL 7
Primary Research Analytics
The following list of qualitative data concerns the readership of various Greek life
publications, found through communication with the individual fraternities and research on their
respective websites.
Sigma Nu: The Delta
• Printed copies only available upon request (free) - magazine sent online via email to
members
• Issues per year varies between 3-4
• 3 web and print issues per year
• Issues are free but must opt into subscription
• Occasional targeted mailing to chapters
• Editorial in house, design and layout third party, content both staff and free-lance
• USPS rules for non-profit publication are grey area. Restrictions on ad space - 10% of
publication can be used for ad space.
• One ad in front cover
• Standard rate of $25 per thousand readers for full page with higher price per select spots
• Web rates considerably lower than print because readers spend a lot less time
• Only advertise officially licensed vendors or PSA’s
Beta Theta Pi: The Beta Theta Pi Magazine
• Three prints per year
• Free online access; print?
• Three magazines and one foundation annual report printed and sent to all physically
• Newsletter each month sent email

8. CADUCEUS PROPOSAL 8
• Subscription is a required fee built into initiation but must opt in to receive - still sent
electronically
• all in-house full-time staffing
• $900 for full page
• No web advertising
• Advertisers must be licensed vendors as approved by affinity consultants
• Provided readership data
• Upgraded binding from saddle-stich to perfect bind - emphasizes class and makes it less
likely for publication to get pitched
• Uses Watkins Printing Columbus, OH
• Lifetime subscription paid for in dues at initiation - $30
Pi Kappa Phi: The Star and Lamp Magazine
• Whole website just for S & L
• Print issue is opt-in-able, free
• 3 print issues released with apx 65,000 released
• all in house
• staff only
• only in-house ads
• Only corporate ad is Nationwide who is sponsor
Lambda Chi Alpha: The Cross and Crescent
• One paid for ad by Geico
• Mostly staff produced except for freelance submissions
• In house except design and layout is third party

9. CADUCEUS PROPOSAL 9
• 11 issues per year all distributed online
• No print - all digital
• Found that most read section was Chapter News
Sigma Phi Epsilon (SigEp): The Journal
• Biannually
• Via mail to just under 200,000 “members and friends”, also shared online on ISSUU
• 100% free for all
• Journal is managed in house buy SigEp’s marketing and communications team. Editors
are in house. Local designer does the design and done so for years.
• Alum, UG, and professionals are volunteer stringers for stories
• Four pages for ads: one for Nationwide Insurance, one for Official SigEp store, and other
two for SigEp programs and events
• Readership is 75% alumni
• Rate structure handled by a partner development manager
Sigma Chi: The Magazine of Sigma Chi
• Only print, four times a year to over 59,000.
• All UGs, recent grads get one year free
• Life Loyal Sig program: $399 one-time, $199 for 10-year sub, or $35/year.
• Editors are paid, in-house; design is out-sourced
• Media kit full of readership data and statistics
o Specifics on what is allowed and not allowed, easy to read chart
o Visually appealing and attractive overall
• An in-house staff member seeks advertisers

10. CADUCEUS PROPOSAL 10
Pi Kappa Alpha: The Shield and Diamond
• Print 4 times a year (80-100 pages per issue)
• Print roughly 20,000 copies per issue
o 20 for each chapter
o Staff (paid and volunteer)
o Donors (at least $25 every 5 years)
• Email a link of web version to everyone
• Content is created by both the chapters and the staff
• Outsource some feature stories
• Edit in-house
• Use NPC publishing out of Pennsylvania
• Don’t feature a lot of ads (Herf Jones) (Pike Store→ but don’t charge for ad space
because they receive revenue from sales)
• Don’t approach advertisers (Refer to media kit for rate structure)
Alpha Tau Omega: The Palm
• Print 2 times a year (Spring & Fall)
• Send 5 copies to each chapter, one to Life Loyal Taus→ $250 one time donation, one to
other active donors, and all those who have graduated within the past 3 years.
• Also send out a readable PDF to everyone
• Edited and written in-house
• Staff recruits stories from chapters using a website that allows chapters to upload content
on a weekly/monthly basis to ensure they always have updated news
• Bruce Tria of Tria Designs in Texas does the layout

11. CADUCEUS PROPOSAL 11
• Watkins Printing out of Ohio to print
• No outside ads
Phi Gamma Delta: The Phi Gamma Delta
• Print 2 times a year (Fall & Spring)
o Spring issue sent to roughly 30,000 (Major Volunteers, Donors, Undergrads)
o Fall issue sent to roughly 103,000 (everyone with a good address)
• Pages per issue:
o Spring (56)
o Fall (72)
• Also have a web version
• Everything is done in-house by the Director of Communications and Executive Director
• Do not recruit ads
• Have very few ads/sometimes none
• If they do it’s Geico or someone that sells FIJI items and they receive royalties
• Cost to advertise is just the cost of a page
• In the early 2003 they decided to send to a select group and saw a decrease in Alumni
engagement (i.e. gifts). By 2008 they had switched back to their previous structure.

12. CADUCEUS PROPOSAL 12
Secondary Research
Cover Page
In order to make a good first impression, the cover page of most magazines is
professionally designed by a third party. Ultimately, a strong cover page will increase interest
and make it more likely for a person to pick up the magazine and open it. Furthermore, a well-
designed cover will increase circulation rate among households. If the magazine is left out for
others to see, such as family members, they may find the publication interesting and open their
son’s Caduceus as a result of said interest.
Reader-to-Reader Promotion
All You, a lifestyle and food publication, generated higher readership numbers by creating
a program with bloggers who had a strong following that will mention the publication in their
writing. This same tactic could be implemented with the Caduceus with the SEC members and
high standing volunteers/members promoting the Caduceus through shout-outs from their
personal social media pages. These members are seen as prominent, trustworthy officials in
Kappa Sigma. Members will be more likely to click on a link if it is being posted about on the
WGM’s Twitter and Facebook pages compared to the link being sent in an email.
Interactive Content & Engagement
Physical issues should create more engagement among viewers through means of contest,
questionnaire, ask the editor, etc… This will give the viewer an added reason to pick up the
magazine and view its content. By winning a contest for a free shirt, a reader gains an added
bonus to open the magazine and generate a response which also increases known reader
analytics. Online and application materials should be fully interactive. Viewers should not only

13. CADUCEUS PROPOSAL 13
be able to swipe through the pages as if it were a real magazine, but also able to be offered audio,
video, 3D charts and objects, zooming, panning, replacement contend, and scrolling regions.

14. CADUCEUS PROPOSAL 14
Capture New & Maintain Current Advertisers
Invest in Obtaining Strong Readership Data
Readership data serves as supporting figures that help sway advertisers into purchasing
ad space. It provides figures that give advertisers a ROI by quantifying how many impressions
their ad will make and approximately how many people will see their advertisement. Without
said data, we are taking an uneducated guess as to how many people see the Caduceus. Although
we send 47,000 copies of the publication online via email, 45,000 of the members don’t even
read the email. Hence, only 2,000 members opened the link to our digital version of the
Caduceus.
Update Media Kit
First impressions are a must; currently, we are not creating great impressions with
advertisers by providing them with an out-of-date media kit. Granted, we have not explored new
advertisers recently (to our understanding). Moving forward, the undergraduate members and
total chapter size are out of date and understated to what our current figures are: both of these
data are part of what advertisers will want to know. The visual appeal of our media kit is another
area in which we are lacking in comparison with other fraternal publications. Other organizations
such as Sigma Chi offer quick facts and figures sheets that make it easy for advertisers to look at
how much a specific spot and size cost as well as what can and cannot be advertised. In addition
to this, Sigma Chi also provides online advertisement on their website for those who purchase
media in their physical issue. Lastly, with stronger readership data (as suggested previously), we
would be providing more finite figures to provide support to our figures.

15. CADUCEUS PROPOSAL 15
Provide Premium Placement Advertisements on Cover
In a recent AdAge article on cover pages, it is demonstrated that some publications are
choosing to sell advertising space on the cover of their magazine. In doing so, the advertisers are
receiving premium placement that gains high impression rates but also allows the publication to
charge a higher rate. Furthermore, advertising competitors are likely to see promotion on the
front cover and feel the need to also purchase advertisement in the publication to
compete. While this sounds radical, it is a new technique that some magazines are trying out to
increase advertising revenue.
Loyalty and Starting Discounts for Advertisers
This strategy will also provide benefits for advertisers that incentivize new and continued
purchase of media space in the Caduceus. It also could provide new advertisers a reason to
purchase longer contracts to get their best ROI by getting more impressions for the lowest
amount, depending on the discounts offered. This strategy serves both the current advertiser as
well as the new advertiser. Currently, PIKE offers a 10% discount to advertisers that pre-pay
contracts for consecutive issues and Sigma Chi also offers start-up and consecutive issue
discounts.
Increase Print Quality and Digital Interactivity
Beta Theta Pi rebranded their entire publication by increasing the quality of each print
issue. Beta outsourced the cover to be designed professionally to make the publication more
visually appealing at first glance, which entices a reader to pick up the publication. They also
require every issue to be at least 67 pages in order for the publication to be bound with a flat
spine, while using glossed paper with heavier stock to improve the quality and feel of the
publication. These features translate over to advertising for multiple reasons: (1) If the Caduceus

16. CADUCEUS PROPOSAL 16
is more appealing, more people will read it. More readers increase the number of impressions
and reach of the publications that translates into higher cost to advertise [while still making it
more appealing for advertisers to purchase media]. (2) Higher quality portrays the organization
in a more professional manner. By increasing the quality of print for the Caduceus, we show the
professionalism of our organization. Digital interactivity is similar in nature and aims to improve
the digital experience for the publication. By including audio, video, 3D charts and objects,
zooming, panning, replacement contend, and scrolling regions, we are optimizing the ability of
our digital publishing mediums to create an entire reader experience to become engaged with.
Thus, we are able to further increase the amount of viewers of the Caduceus.
Chapter News Section
Multiple analytic results suggest that chapter news and chapter profiles are the most
read/most-desired content wanted amongst readers. By implementing a program like ATO,
where chapters submit content on a weekly/monthly basis through a web-based publishing
platform such as Wordpress (which we already have), we will be able to recruit content for the
chapter news section, feature stories, and even social media posts more effectively. Submitting
stories is incredibly easy, as each chapter could have a login and simply fill out a custom created
form. On our end, all we would have to do is review the submitted forms and decide what to do
with the content. If the story does require a follow up, the form can require an email and phone
number for submissions and providing us with a point of contact. Implementing such a program
will dramatically aid in streamlining how we create content. By establishing a quick and simple
means to generate content, we will further increase our viewership, making advertising in the
Caduceus more appealing.

17. CADUCEUS PROPOSAL 17
Implementing Digital Advertising
Web-based advertising is oftentimes less efficient than print advertising. This is because
most people that use the Internet or digital versions of media are accustomed to being targeted
for advertising and has learned to ignore such advertisements. Hence, digital and web-based
advertising has less resonance with viewers that dramatically decrease product/brand recall. As a
result, we suggest that we do not charge for advertising space on digital and Internet versions of
our Kappa Sigma media platforms. Instead, we should use this digital space to incentivize
purchase of physical media space in the Caduceus. To illustrate, if an advertiser purchases a
quarter page advertisement, they are also given a banner on our website and 1 shout out per issue
on our social media pages free of charge. If the advertiser chooses to purchase a full-page
advertisement, the amount of website advertising space is increased along with the number of
social media shout outs, still of no charge.

18. CADUCEUS PROPOSAL 18
Rate Structure Proposal
Fraternity Audience Advertise Cost Full Page
Beta Theta Pi 45,000 $900
PIKE 20,000 $800
Sigma Chi 59,000 $1,428
Alumni/College Publication
Blue and Gold Magazine (Notre Dame) 50,000 $995
Tennessee Alumnus 67,861 $1,600
Texas Aggie 65,005 $3,055
West Point Magazine 48,353 $4,200
Data Mean
Fraternity-Only Mean 41,333 $1,042
College-Only Mean 57,804 $2,462
Total Mean 50,745 $2,652
Suggested Rate Structure
1 Full Page $2,500
1/2 Page $1,500 Charging for 60% of page
1/4 Page $1,000 Charging for 40% of page
1/8 Page $500 Charging for 20% of page