The Economist Integrated Marketing Strategy

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The Economist Integrated Marketing Strategy

  1. 1. Marketing Campaign Claudia Escobar Sona Martirosian Keisha Stephen-Gittens Yi-Huan (Yvonne) Chuang
  2. 2. Agenda Objectives Situational Analysis • Target Audience Profile • Competitive Analysis Media and Creative Campaign • Media Budget Allocation • Digital Recommendations • Print Recommendations• Competitive Analysis • Key Benefits & Values • Brand Vision, Tone & Manner • Print Recommendations • Direct Marketing Recommendations • Tie-in Promotion Recommendations • Schedule
  3. 3. Objectives Business objective • To increase brand awareness • To change brand perception Marketing objective • Gain a 7+ average monthly frequency and a minimum of 1.5MM site visits • Drive efficient reach and generate a minimum of 3MM impressions per month
  4. 4. Name: Greg, Kelly & Jason Age: 25-44 Location: New York & San Francisco Education: College & Graduate+ Household Income: $75K +/year Affluent “Being well informed is important to us and it is also important to continue learning” . Personal / Demographic Attitudinal / Psychographic Driving Insight Target Audience Profile Intellectually Curious Uninterested Well Travelled Home Behavior:  “Young Digerati” under Prizm segmentation  View mobile device as an extension of their personality  Use mobile devices as a source of news, entertainment, reading, and enjoy devices that provide them many features in one, Personal Media Habits Power channels / Touchpoints • Avid users of the Internet • Consume most of their media via tablet, phone, & laptop • Stay connected with family, friends, work & the world via mobile • App user • Tablet use for its portability & simplicity Idea Generator Passive Enjoys Learning Indifferent Tech-Savvy Laggard Brand Conscious Price Conscious • Newspapers • Magazines • Mobile • Online • Facebook • Twitter • Reddit • YouTube Media Trends them many features in one, easy to use place. Internet 22% Magazine 19% Outdoor 18% Radio 16% Newspaper 14% TV 11%
  5. 5. Competitive Analysis “A leading source of reliable news and financial information” “A global source of business news inspires leaders to turn ideas into action” “A global leader in business journalism” • News, politics, economics, business and finance • $9.99 for 12 months • Free content on website without a subscription • Global economics, technology, innovation, and finance • $40 for 50 issues. • Free content on website without a subscription • Business, investing, financial news • $19.99 for 20 issues • Free content on website without a subscription
  6. 6. Key Benefits/ Values Diverse Content world politics, business & finance, economy, science/technology, culture, blogs, debates Insightful Articles written by intelligent writers, express opinions and analysis, remains unbiased Established Brand Founded 1843 Available in multiple platforms Print, Website, iPhone, iPad, Android, and social networks A single complete source of global news analysis and insight Allows an in depth understanding of global issue Ability to stay well informed while on- the-go Being constantly connected and aware gives the extra edge needed to be successful Insight you can trust Feel confident in his/ her ability to have more persuasive and convincing conversations about global issues Be seen as smart and well-rounded individual amongst his/her peers Feeds his/ her intellectual curiosity
  7. 7. Tone & Manner Brand Vision Tone & Manner To lead the debate in the pursuit of progress Tone & Manner • Informative • Comprehensive • Inspiring • International • Dynamic • Intellectual • Trustworthy • Enlightening • Integrity • Smart • Witty • Provocative • Objective • Insightful • Aspirational
  8. 8. Overarching Concept
  9. 9. Media Budget Allocation Media Vehicle Spend Digital (Banners) $5MM Digital (Social) $2MM Banners Email 15% Budget Allocation Digital (Social) $2MM Digital (Mobile) $4MM Online(Search) $2MM Magazines $2MM Newspapers $2MM Emails $3MM Total $20MM Banners 25% Social Media 10% Mobile 20% Search 10% Magazin es 10% Newspape rs 10% 15%
  10. 10. Digital Display Ads Budget: 5MM Objective • Increase awareness of The Economist brand • Drive traffic to Economist.com • Drive digital subscriptions StrategyStrategy • Place display ads on a variety of relevant websites frequented by our target demographic. Website Recommendations: • News • Finance • Politics • Business • Humor • Technology • Travel • SF/NY Local
  11. 11. Digital Display Units 160 X 600 300X250 300X250 160 X 600 300X250 480x60 480x60 728x90
  12. 12. Digital Display Units 480x60 480x60 Expandable 480x60 160 X 600 Expandable 300X250 Expandable 300X250 Expandable 480x60 160 X 600
  13. 13. Digital Display Creative Hungry ForHungry For Knowledge?Knowledge? An empty bowl appears on screen The words “Hungry For Suddenly covers of The Economist start falling from above and filling The covers fall until the bowl is full of The Economist covers Feed YourFeed Your IntellectIntellect Feed YourFeed Your IntellectIntellect Subscribe toSubscribe to The EconomistThe Economist An empty bowl appears on screen The words “Hungry For Knowledge?” flash on top of the bowl start falling from above and filling the bowl of The Economist covers The words “Feed Your Intellect” flash on top of the bowl full of covers The Image zooms out to reveal that it was on an e-reader screen The e-reader then zooms out more and takes its place in the line up of The Economist print, website and mobile platforms. The words “Subscribe to The Economist” flash on top of the image.
  14. 14. Digital Mobile Ads Budget: 4MM Objective • Increase awareness of The Economist mobile and e-reader apps • Drive downloads of The Economist app • Drive digital subscriptions• Drive digital subscriptions Strategy • Place banner and text tagline ads on a variety of relevant mobile and e-reader sites frequented by our target demographic. Website Recommendations XL BannerM Banner S Banner • General/News • Business • Sports •Men’s Lifestyle •Women’s Lifestyle
  15. 15. Digital Social Media Budget: 2MM Objective To Increase brand awareness within social media and to effectively change The Economist’s current perception of highbrow and elitist to a personable, user friendly source of knowledge. StrategyStrategy Use various social media platforms to “put-a-face” to The Economist by bringing the writers into the spotlight to create a personal connection between the readers and the brand. Execution • Reddit • USteam Live Chat • Facebook App • Editorial Blog Placements •Facebook Best Practices • Paid Social Placements
  16. 16. Digital Social Media Reddit “The front page of the internet” • A link sharing community • Post 4 AMAs in r/IAmA (I Am A ___, Ask Me Anything) with The Economist writers who are experts in a specific field, including: world affairs, politics, economy, and science/technology. • Readers will be able to ask the writers anything about the topic. The writers will then respond and engage in a discussion with the writers. • A link sharing community • 37MM monthly unique visitors, with over 1.5MM logged in “redditors” at any given time. • Largely male audience, between the ages of 18-54, college educated or higher. • Enjoy engaging in debates and discussions on the site. writers will then respond and engage in a discussion with the writers. • The Economist writers will respond to relevant topics posted in r/AskReddit, sharing links to relevant Economist.com articles. •Post links to relevant Economist.com articles within the sub-reddits r/worldnews, r/politics, r/technology, r/science. Engage with users who comment on the articles.
  17. 17. Digital Social Media Live Chat • Hold monthly live chats with The Economist writers via UStream • The writers will discuss controversial articles they have written recently and answer questions from readers in real timereaders in real time • The live chats will also be streamed on a custom tab on The Economist Facebook page to allow fans to participate easily • Users can participate in the chat via UStream, Facebook ,or Twitter accounts • Prior to the chat, the event will be promoted on The Economist Facebook and Twitter profiles.
  18. 18. Digital Social Media Cartoon Creator App • Create a Facebook app that allows readers to place their own captions on KAL’s cartoons • A new cartoon will be posted every week • The user creation with the best caption will be featured as a ‘highlighted post’ on The Economist Facebook page • Users will also be able to share their creations on other social networks such as Twitter, Pinterest, Instagram, Tumblr, Flicker, and Google+ • Additionally, the app will be available for download on all iOS and Android devices.
  19. 19. Digital Social Media Editorial Placement • Establish relationships with top bloggers in the fields of politics, world affairs, economy, science and technology whose readership is similar to that of The Economist.similar to that of The Economist. • Offer bloggers free subscription in exchange for weekly features in posts on the blogger’s site with links to Economist.com articles.
  20. 20. Digital Social Media Facebook Best Pracices • Share more pictures to increase visibility in more user newsfeeds. • Post shorter updates to increase• Post shorter updates to increase user engagement. • Include “calls to action” to encourage users to engage with the shared content.
  21. 21. Digital Paid Social Media Social Ads Facebook Target: • Men & Women • 25–44 • College Grad • Live in NY/SF •Technology Early Adopters •Active Mobile Feature Users • Interests: News, Politics, Travel, Science/Technology, World Affairs, Literature/Reading Twitter Target: • Men & Women • 25–44 •Live in NY/SF •Follows: CNN, BBC, Fox News, New York Times, San Francisco Chronicle, Forbes, Fortune, Global Post, NPR, Huffington Post, Time, Wall Street Journal, SlateLiterature/Reading •Like: CNN, BBC, Fox News, New York Times, San Francisco Chronicle, Forbes, Fortune, Intelligent Life Magazine, iPhone, iPad, Android Street Journal, Slate LinkedIn Target: • Men & Women • 25–44 •College Grad •Live in NY/SF •Works in: Finance, Marketing, Accounting, Business Development, Legal, Academia, Technology, Science, International Affairs Reddit Target: •Subscribes to: r/world news, r/politics, r/science, r/technology, r/politicaldiscussion, r/askscience
  22. 22. Online Search Budget: 2MM Objective To drive qualified consumers to The Economist website Strategy Create a search keyword list comprising of both branded and non-branded keywords Non-branded keywords -Keywords related to “news, international, magazines, subscription, world, global, article, and affairs”. non-branded keywords Branded keywords -Users are already looking for the Economist. -Include keywords centered on the Economist and its competitors. -Include keywords with news and magazines websites.
  23. 23. Print Ads Budget: 4MM Objective To increase brand awareness and change brand perception Strategy Place brand awareness ads in a variety of key magazines and newspapers frequented by our target demographicnewspapers frequented by our target demographic New York San Francisco National • New York Magazine • New York Times • San Francisco Magazine • San Francisco Business Times • Wired • Inc. Magazine
  24. 24. Print Ads Budget: 4MM New York San Francisco National • Stamford Advocate • Greenwich Times • Santa Cruz Weekly • Metro Silicon Valley Weekly • Wall Street Journal • The New York Times
  25. 25. Print Ads
  26. 26. Direct Marketing Budget: 3MM Objective • Customer acquisition and re-stimulation of former subscribers StrategyStrategy • Use key email lists based on target interests, HHI, profession and geography, impactful creative and a compelling offer to achieve campaign objective Offer List Creative
  27. 27. Direct Mail Outer Envelope – 6” x 9” Teaser
  28. 28. Direct Mail Brochure – Front Cover Brochure – Back Cover
  29. 29. Direct Mail Brochure – Inside
  30. 30. Direct Mail Insert BackInsert Front
  31. 31. Direct Email Email Campaign 3 Emails Drops Timing: • 1st – December 6, 2012 (Christmas/New Year’s resolution) • 2nd – March 5, 2013 ( Reminder)• 2nd – March 5, 2013 ( Reminder) • 3rd – June 6, 2013 (Father’s Day) Subject Line: Hungry for Knowledge? Feed your Intellect with The Economist Hungry for Knowledge? Nourish your Intellect with the Economist Call to Action: Subscribe Offer: Free Economist T-Shirt
  32. 32. Direct Email List Breakdown 15% 7% 15% Computer tablet Owners Digitally Connected Tablet Owners OTM-The DailyCaller.com 29% 1% 29% 4% 0% 7% Affluent Americans Professionals… New York Magazine American City Business Journals - U.S. Subscribers Crain's New York Business Email Career Minded Consumers
  33. 33. Tie-Promotion/Partnership Budget: TBD OBJECTIVE BRAND PROMISE PROMOTIONAL OBJECTIVE To increase brand awareness and to change brand perception. The Economist offers comprehensive and inspiring information, insight, and analysis, which To spark conversations and create an avenue for people to interact with The Economist.insight, and analysis, which helps readers become more knowledgeable and intellectual about world trends and dynamic market development. Economist.
  34. 34. • 696,938 unique visitors to Ted.com • 56% 18-54 age range Income: $75k + Tie-Promotion/Partnership Partner • Income: $75k + • Education: College and Graduate + • Interests/Likes: technology, politics, commentary, regional and local news, magazines, business news, science. • Nonprofit organization devoted to Ideas Worth Spreading • Began in 1984 as an annual conference devoted to Technology, Entertainment and Design • TEDTalks is a lecture series that covers science, arts, politics, global issues, architecture, music and more
  35. 35. TED The Economist Spreading Ideas. A clearinghouse that offers free knowledge and inspiration from the world's most inspired thinkers To lead the debate in the pursuit of progress Open-minded audience - curious, intelligent & hungry to learn more about the world Intellectual curious audience - globally minded, informed Tie-Promotion/Partnership Rational hungry to learn more about the world informed Series of talks from insightful individuals Conferences Videos Latest news and analysis Insightful Conferences Profound insight Digital and Print editions Inspires change to become a forward thinking individual Satisfies your curiosity about the changing world Stimulates readers, Enables readers to stay informed and have more intelligent conversations A resource for a wide range of topics in science, arts, politics, global issues, architecture, relationships, technology and more Diverse Information about politics, news, business, arts and literature, science and technology around the world
  36. 36. • Added content for TED audiences & more exposure & interaction with The Economist brand • Reliable, “intelligence” brands that can leverage from each others’ notability • Increased site traffic & app downloads from TED.com & Economist.com Tie-Promotion/Partnership Rational • The potential for new subscribers to both TED.com & The Economist digital/print magazine • Increased interactions & conversations between the audiences & speaker/editors via different platforms of TED & The Economist
  37. 37. Tie-Promotion/Partnership The Big Idea
  38. 38. POP-UP The Economist/TED Talks • Talks will focus on culture, business, the economy, technology, politics & global affairs covered in the publication • Opinion Leaders will lead 18 min talks & the public invited to ask questions & commentquestions & comment • “Feed Your Intellect” campaign highlighted on food trucks around the park. • Healthy snacks, sandwiches, salads, & drinks offered in The Economist & TED branded packaging • #TEDTalksEconomist Social media screen showing tweets in real time In NY: Central Park, Washington Square Park, Madison Square Park In San Francisco: Golden Gate Park, Union Square, Yerba Buena Gardens
  39. 39. Tie-Promotion/Partnership TED Radio App • Use TED’s existing App for iPad, iPhone & other tablets to run The Economist Sponsored Radio Segments • Utilize the “Inspire me” feature • A newly added “Educate me” feature just for The Economist with top 5 editor picks per week or a direct link that goes straight to The Economist website or App for more info
  40. 40. Videos, Conference- Sweepstakes & Prizes • The Economist can choose upcoming talks to sponsor online for TED Talk videos in line with the brand’s tone & content. • The Economist’s writers will be speakers at various TED events, conferences and talks will be featured in online videos. • Reward loyal subscribers by sending 4 lucky readers from the US, along with guests to a TED Conference. • Readers will enter the sweepstakes by referring friends to subscribe to The Economist, and 4 will be chosen at random. • TED will have a similar contest sending their members to The Economist’s Ideas Economy conference • Joint, “Wish to Change the World” Prize sponsored by The Economist & TED
  41. 41. • Online Display • Search Tie-Promotion/Partnership Promotion • Magazines • Social Media Channels • PR – Morning programs, Press releases, “Events this week” publications
  42. 42. Campaign Schedule Quarter Q4 12 Q1 13 Q2 13 Q 13 Month Oct. Nov. Dec. Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Banners Social Media MobileMobile Search Magazines Newspapers Email Tie-In
  43. 43. Measurement • Response Rate • Cost Per Response • Percent Conversion • Number of Sales• Number of Sales • Cost per Sale (CPS) • Orders per Thousand (OPM)
  44. 44. Questions Questions?
  45. 45. AppendixAppendix
  46. 46. Media Mix Allocation Media Vehicle Gross Impressions Targeted Impressions Target Impression % Gross CPM Spending Click to Site Rate (%) Site Visits Cost per Site Visit Digital (banners) 800,000,000 480,000,000 60% 6.25 $4,997,000 0.060% 480,000 $10.41 Digital (social) 326,000,000 228,200,000 70% 6.12 $1,995,500 0.020% 65,200 $30.61 Digital (mobile) 397,000,000 99,250,000 25% 10.08 $4,001,000 0.100% 397,000 $10.08 Online (search) 66,666,667 43,333,333 65% - $2,000,000 1.500% 1,000,000 $2.00 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: 81 Average Monthly Frequency: 7 Goal: 7+ monthly frequency (average) Online (search) 66,666,667 43,333,333 65% - $2,000,000 1.500% 1,000,000 $2.00 Spot TV (Local) 0 0 30% 35.00 $0 0.008% 0 #DIV/0! Radio (Local) 0 0 30% 10.00 $0 0.008% 0 #DIV/0! Magazines (Local) 19,439,900 12,635,935 65% 103.83 $2,018,348 0.015% 2,916 $692.17 Newspapers (Local) 48,365,880 19,346,352 40% 41.38 $2,001,297 0.010% 4,837 $413.78 Direct Mail* 0 0 95% 875.00 $0 1.250% 0 #DIV/0! Email** 20,437,023 18,393,321 90% 145.73 $2,978,368 0.500% 102,185 $29.15 Total Media: 1,677,909,470 901,158,941 54% $19,991,513 - 2,052,138 $9.74
  47. 47. Display (Banners) Site Placement Unit Impressions CPM Spending Click to Site Rate (%) Site Visits Cost per Site Visit Location New York Times Home Page 300 x 250 30,000,000 $6.00 $180,000 0.050% 15,000 $12.00 New York Business 160 x 600 15,000,000 $5.00 $75,000 0.040% 6,000 $12.50 World Expandable 300x250 20,000,000 $10.00 $200,000 0.120% 24,000 $8.33 Subtotal: 65,000,000 $7.00 $455,000 0.069% 45,000 $10.11 Wall St. Cheat Sheet Home Page 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00 Economy 160 x 600 4,000,000 $5.00 $20,000 0.040% 1,600 $12.50 Business 300 x 250 4,000,000 $6.00 $24,000 0.050% 2,000 $12.00 Subtotal: 18,000,000 $5.78 $104,000 0.048% 8,600 $12.09 Business Insider Home Page Expandable 300 x 250 10,000,000 $10.00 $100,000 0.120% 12,000 $8.33Business Insider Home Page Expandable 300 x 250 10,000,000 $10.00 $100,000 0.120% 12,000 $8.33 Politics 160 x 600 5,000,000 $5.00 $25,000 0.040% 2,000 $12.50 Subtotal: 15,000,000 $8.33 $125,000 0.093% 14,000 $8.93 Investopdia Home Page 160 x 600 5,000,000 $5.00 $25,000 0.040% 2,000 $12.50 Subtotal: 5,000,000 $5.00 25,000 0.040% 2,000 $12.50 Politico Home Page Expandable 300x250 20,000,000 $10.00 $200,000 0.120% 24,000 $8.33 Subtotal: 20,000,000 $10.00 200,000 0.120% 24,000 $8.33 Fox Business News News 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00 Business Leaders 300 x 250 2,000,000 $6.00 $12,000 0.050% 1,000 $12.00 Subtotal: 7,000,000 $6.00 42,000 0.050% 3,500 $12.00 NASDAQ Home Page 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00 Subtotal: 20,000,000 $6.00 120,000 0.050% 10,000 $12.00 Fodors Home Page 468 x 60 10,000,000 $3.00 $30,000 0.020% 2,000 $15.00 Home Page 300 x 250 2,500,000 $6.00 $15,000 0.050% 1,250 $12.00 Subtotal: 12,500,000 $3.60 45,000 0.026% 3,250 $13.85 USA Today News 160 x 600 30,000,000 $5.00 $150,000 0.040% 12,000 $12.50 Sports 300 x 250 6,000,000 $6.00 $36,000 0.050% 3,000 $12.00 Subtotal: 36,000,000 $5.17 186,000 0.042% 15,000 $12.40
  48. 48. Display –cont’d Yahoo Finance Home Page 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00 Subtotal: 20,000,000 $6.00 120,000 0.050% 10,000 $12.00 Seeking Alpha Home Page 468 x 60 5,000,000 $3.00 $15,000 0.020% 1,000 $15.00 Subtotal: 5,000,000 $3.00 15,000 0.020% 1,000 $15.00 BBC America Home Page 160 x 600 20,000,000 $5.00 $100,000 0.040% 8,000 $12.50 Blog 160 x 600 10,000,000 $5.00 $50,000 0.040% 4,000 $12.50 Subtotal: 30,000,000 $5.00 150,000 0.040% 12,000 $12.50 Mashable Home Page 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00 Business 160 x 600 5,000,000 $5.00 $25,000 0.040% 2,000 $12.50 US & World 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00 Subtotal: 15,000,000 $5.67 85,000 0.047% 7,000 $12.14 Tech Crunch Home Page 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00 Mobile 160 x 600 4,000,000 $5.00 $20,000 0.040% 1,600 $12.50Mobile 160 x 600 4,000,000 $5.00 $20,000 0.040% 1,600 $12.50 Subtotal: 9,000,000 $5.56 50,000 0.046% 4,100 $12.20 Barnes and Noble Home Page 728 x 90 10,000,000 $4.00 $40,000 0.030% 3,000 $13.33 Home Page 160 x 600 10,000,000 $5.00 $50,000 0.040% 4,000 $12.50 Subtotal: 20,000,000 $4.50 90,000 0.035% 7,000 $12.86 Market Watch Home Page 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00 Economy/Politics 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00 Subtotal: 10,000,000 $6.00 60,000 0.050% 5,000 $12.00 Gothamist Home Page 300 x 250 25,000,000 $6.00 $150,000 0.050% 12,500 $12.00 Subtotal: 25,000,000 $6.00 150,000 0.050% 12,500 $12.00 New York Magazine Home Page 300 x 250 30,000,000 $6.00 $180,000 0.050% 15,000 $12.00 New York News & Feature 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00 News & Feature Expandable 300x250 5,000,000 $10.00 $50,000 0.120% 6,000 $8.33 45,000,000 $6.44 290,000 0.058% 26,000 $11.15 SF Gate Home Page 300 x 250 30,000,000 $6.00 $180,000 0.050% 15,000 $12.00 San Francisco Home Page 468 x 60 15,000,000 $3.00 $45,000 0.020% 3,000 $15.00 Business 300 x 250 15,000,000 $6.00 90000 0.050% 7,500 $12.00 News 300 x 250 15,000,000 $6.00 90000 0.050% 7,500 $12.00 Subtotal: 75,000,000 $5.40 405,000 0.044% 33,000 $12.27 Sfist Home Page 300 x 250 25,000,000 $6.00 $150,000 0.050% 12,500 $12.00 San Francisco Subtotal: 25,000,000 $6.00 150,000 0.050% 12,500 $12.00
  49. 49. Display – cont’d Huffington Post Home Page 300 x 250 32,500,000 $6.00 $195,000 0.050% 16,250 $12.00 Home Page 160 x 600 10,000,000 $5.00 $50,000 0.040% 4,000 $12.50 Business 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00 World 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00 Politics 300 x 250 15,000,000 $6.00 $90,000 0.050% 7,500 $12.00 New York 160 x 600 10,000,000 $5.00 $50,000 0.040% 4,000 $12.50 New York San Francisco 160 x 600 10,000,000 $5.00 $50,000 0.040% 4,000 $12.50 San Francisco Subtotal: 107,500,000 $5.72 615,000 0.047% 50,750 $12.12 Slate Home Page 300 x 250 30,000,000 $6.00 $180,000 0.050% 15,000 $12.00 Home Page Expandable 468x60 15,000,000 $10.00 $150,000 0.120% 18,000 $8.33 News & Politics 160 x 600 15,000,000 $5.00 $75,000 0.040% 6,000 $12.50 News & Politics 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00News & Politics 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00 Subtotal: 70,000,000 $6.64 465,000 0.063% 44,000 $10.57 The Daily Show Home Page 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00 Home Page Expandable 468x60 20,000,000 $10.00 $200,000 0.120% 24,000 $8.33 Subtotal: 40,000,000 $8.00 320,000 0.085% 34,000 $9.41 Colbert Nation Home Page 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00 Home Page Expandable 468x60 20,000,000 $10.00 $200,000 0.120% 24,000 $8.33 Subtotal: 40,000,000 $8.00 320,000 0.085% 34,000 $9.41 Wired Home Page 300 x 250 15,000,000 $6.00 $90,000 0.050% 7,500 $12.00 Subtotal: 15,000,000 $6.00 90,000 0.050% 7,500 $12.00 Fast Company Home Page 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00 Home Page Expandable 468x60 20,000,000 $10.00 $200,000 0.120% 24,000 $8.33 Subtotal: 30,000,000 $8.67 260,000 0.097% 29,000 $8.97 Inc.com Home Page 468 x 60 20,000,000 $3.00 $60,000 0.020% 4,000 $15.00 Subtotal: 20,000,000 $3.00 60,000 0.020% 4,000 $15.00 Total: 800,000,000 $6.25 4,997,000 0.057% 458,700 $10.89
  50. 50. Display Site RecommendationsDisplay Site Recommendations
  51. 51. The Internet Newspaper: News, Blogs, Video, Community. The Huffington Post covers news on a wide variety of topics. Age: 18-65 Sex: 50% Male HH Income: $100K+ Education: 65% College Graduate+Education: 65% College Graduate+ Unique Views: 41,000,000 Page views: 1,300,000,000 Units: 300x250, 160x600 Placement: Homepage, World, Politics, Business, NewYork, San Francisco CPM: $5.67 Impressions: 90,000,000 Clicks: 42,000 Spending:$510,000
  52. 52. Slate has the smartest conversation on the Web about everything readers care about—news, politics, business, technology, and culture. Age: 25-64 Sex: 55% Male HH Income: 25K+HH Income: 25K+ Education: 89% Some College+ Unique Views: 12,000,000 Page views: 46,000,000 Units: 300x250, 160x600, Expandable 468x60 Placement: Home, News & Politics CPM: $6.90 Impressions: 50,000,000 Clicks: 34,000 Spending: $345,000
  53. 53. Business news, small business news, business financial news, personal finance, finance trends, finance news, stock market Age: 35-64 Sex: 70% MaleSex: 70% Male HH Income: 50K+ Education: 90% Some college+ Unique Views: 1,800,000 Page views: 11,000,000 Units: 300 x 250 Placement: News, Business Leaders CPM: $6.00 Impressions: 7,000,000 Clicks: 3,500 Spending: $42,000
  54. 54. News on weather, sports, world, science, financial, technology, travel, national, economy, and entertainment. Age: 25 – 44 Sex: 65% Male HH Income: $75K+HH Income: $75K+ Education: 74% Some College+ Unique Views: 26,300,000 Page views: 190,000,000 Units: 160 x 600; 300 x 250 Placement: News, Sports CPM: $5.38 Impressions: 16,000,000 Clicks: 7,000 Spending: $86,000
  55. 55. U.S. business/entertainment news website launched in February 2009 Age: 25-54 Sex: 62% Male HH Income: 25k+ Education: 90% Some College+Education: 90% Some College+ Unique Views: 2,200,000 Page views: 42,000,000 Units: Expandable 300 x 250, 160 x 600 Placement: Home Page, Politics CPM: $8.33 Impressions: 15,000,000 Clicks: 14,000 Spending: $125,000
  56. 56. Political news with a focus on national politics, Congress, Capitol Hill, the 2012 presidential race, lobbying, advocacy, and more Age: 25-64 Sex: 81% Male HH Income: $75k+HH Income: $75k+ Education: 95% Some College+ Unique Views: 38,000,000 Page views: 2,600,000 Units: Expandable 300 x 250 Placement: Home Page CPM: $10.00 Impressions: 15,000,000 Clicks: 18,000 Spending: $150,000
  57. 57. Newspaper - Breaking News, World News, and Multimedia Age: 25-54 Sex: 60% Male HH Income: 75k+ Education: 89% Some College+ Unique Views: 18,000,000 Page views: 340,000,000Page views: 340,000,000 Units: 300 x 250,160 x 600, Expandable 300 x 250 Placement: Homepage, Business World CPM: $7.30 Impressions: 50,000,000 Clicks: 37,500 Spending: $365,000
  58. 58. Bay Area's number one local news website. Age: 18-54 Sex: 55% Male HH Income: $75K+ Education: 63% College Graduate+Education: 63% College Graduate+ Unique Views:12,000,000 Page views:128,000,000 Units: 300x250, 468x60 Placement: Homepage, News, Business CPM: $5.31 Impressions : 65,000,000 Clicks: 28,000 Spending: $345,000
  59. 59. Gothamist is popular website about New York City news, arts & events, and food. Age: 18-54 Sex: 51% Female HH Income: 35K+HH Income: 35K+ Education: 88% Some College+ Unique Views: 8,500,000 Page views: 1,800,000 Units: 300 x 250 Placement: Home page CPM: $6.00 Impressions: 25,000,000 Clicks: 12,500 Spending: $150,000
  60. 60. SFist is the most popular local blog in the Bay Area. It has posts ranging from in-depth features to insightful interviews, to bona-fide scoops. Age: 21-54 Sex: 49% Male HH Income: $35K+HH Income: $35K+ Education: 87% College Graduate+ Unique Views: 181,000 Page views: 1,000,000 Units: 300x250 Placement: Homepage CPM: $6.00 Impressions: 25,000,000 Clicks: 12,500 Spending: $150,000
  61. 61. New York Magazine offers daily coverage of politics, personalities, entertainment, fashion, and food. Age: 25-64 Sex: 51% Male HH Income: 150K+ Education: 90% Some College+ Unique Views: 34,038,000 Page views: 9,900,000 Units: 300 x 250 Placement: Home page, News & Features CPM: $7.00 Impressions: 20,000,000 Clicks: 13,500 Spending:$140,000
  62. 62. Barnes & Noble is the leading retailer of content, digital media and educational products. With over 10 million monthly visitors. Age: 25-64 Sex: 68% Female HH Income: 60K+HH Income: 60K+ Education:83% Some College+ Unique Views: 10,709,312 Page views: 190,000,000 Units: 728 x 90, 160 x 600 Placement: Home page CPM: $4.50 Impressions: 20,000,000 Clicks: 7,000 Spending: $90,000
  63. 63. The official website of Comedy Central's news show The Daily Show. Shares news and world events in a humorous fashion. Age: 18-64 Sex: 68% Male HH Income: $25K+HH Income: $25K+ Education: 89% Some College+ Unique Views: 2,400,000 Page views: 9,800,000 Units: 300x250, Expandable 468x60 Placement: Homepage CPM: $8.00 Impressions: 40,000,000 Clicks: 34,000 Spending: $320,000
  64. 64. The official website of Comedy Central's news show Colbert Report. Shares news and world events in a humorous fashion. Age: 18-64 Sex: 64% Male HH Income: $25K+HH Income: $25K+ Education: 89% Some College+ Unique Views: 1,100,000 Page views: 3,500,000 Units: 300x250, Expandable 468x60 Placement: Homepage CPM: $8.00 Impressions: 40,000,000 Clicks: 34,000 Spending: $320,000
  65. 65. Fast Company is the world's leading progressive business media brand, with a unique editorial focus on innovation in technology, ethonomics (ethical economics), leadership, and design. Age: 18-54 Sex: 64% Male HH Income: $25K+HH Income: $25K+ Education 88% Some College+ Unique Views: 2,200,000 Page views: 5,100,000 Units: 300x250, Expandable 468x60 Placement: Homepage CPM: $8.67 Impressions: 30,000,000 Clicks: 29,000 Spending: $260,000
  66. 66. Magazine and get advice, tools, and services that help your small business grow. Age: 25-54% Sex: 50% MaleSex: 50% Male HH Income: 50k + Education: 92% Some College+ Unique Views: 750,000 Page views: 6,000,000 Units: 468 x 60 Placement: Home Page CPM: $3.00 Impressions: 15,000,000 Clicks: 3,000 Spending: $45,000
  67. 67. An online resource providing insights and tools for travel. Age: 35 - 44 Sex: 41% MaleSex: 41% Male HH Income: $50K+ Education: 66% College Grad+ Unique Views: 830,000 Page views: 6,100,000 Units: 468 x 60; 300 x 250 Placement: Home Page CPM: $4.50 Impressions: 5,000,000 Clicks: 1,750 Spending: $22,500
  68. 68. Finance news, free stock quotes, portfolio management resources and international market data Age: 35 - 44 Sex: 60% Male HH Income: $50K+ Education: 45% College Grad+Education: 45% College Grad+ Unique Views: 67,000,000 Page views: 1,900,000,000 Units: 300 x 250 Placement: Home Page CPM: $6.00 Impressions: 10,000,000 Clicks: 5,000 Spending: $60,000
  69. 69. Known as the largest and fastest growing electronic stock market in the world. Age: 25- 55 Sex: 57% Male HH Income: $75K+HH Income: $75K+ Education: 54% College Grad+ Unique Views: 2,500,000 Page views: 6,000,000 Units: 300 x 250 Placement: Home Page CPM: $6.00 Impressions: 5,000,000 Clicks: 2,500 Spending: $30,000
  70. 70. Top financial media site with a wealthy, highly educated readership. Age: 35-65 Sex: 85% Male HH Income: 75k+ Education: 93% Some College+Education: 93% Some College+ Unique Views: 920,000 Page views: 5,900,000 Units: 300 x 250, 160 x 600 Placement: Home Page, Economy Business CPM: $5.69 Impressions: 13,000,000 Clicks: 6,100 Spending: $74,000
  71. 71. The premier website for actionable stock market opinion and analysis, and vibrant, intelligent finance discussion. Age: 34 - 44 Sex: 85% Male HH Income: $150K+HH Income: $150K+ Education: 67% College Graduate+ Unique Views: 3,800,000 Page views: 74,000,000 Units: 468 x 60 Placement: Home Page CPM: $3.00 Impressions: 5,000,000 Clicks: 1,000 Spending: $15,000
  72. 72. Premiere resource for investing education, personal finance, market analysis and free trading simulators Age: 25-54 Sex: 60% Male HH Income: 25k+HH Income: 25k+ Education: 89% Some College+ Unique Views: 1,400,000 Page views: 15,000,000 Units: 160 x 600 Placement: Home Page CPM: $5.00 Impressions: 5,000,000 Clicks: 2,000 Spending: $25,000
  73. 73. MarketWatch is the leading online financial-news publisher provides an affluent and well-educated audience with up-to-the-minute business news, market information and insightful commentary. Average Age: 25-64 Sex: 64% Male HH Income: 100K+ Education: 65% College Graduate+ Unique Views: 3,647,027 Page views: 80,000,000 Units: 300 x 250 Placement: Home page, Economy/ Politics CPM: $6.00 Impressions: 10,000,000 Clicks: 5,000 Spending: $60,000
  74. 74. WIRED is the first word on how ideas and innovation are changing the world. Every day online, WIRED delivers a glimpse into the future of business, culture, innovation, and science Age: 18-64 Sex: 74% MaleSex: 74% Male HH Income: $25K+ Education: 83% Some College+ Unique Views:8,100,000 Page views: 31,000,000 Units: 300x250 Placement: Homepage CPM: $6.00 Impressions: 15,000,000 Clicks: 7,500 Spending: $90,000
  75. 75. Mashable provides the information about technology, business, and social media. It reports on the importance of digital innovation and how it empowers and inspires people around the world. Age: 18-54 Sex: 52% Male HH Income: 25K+HH Income: 25K+ Education: 88% Some College+ Unique Views: 2,244,083 Page views: 19,000,000 Units: 300 x 250, 160 x 600 Placement: Home page, Business, US &World section. CPM: $5.67 Impressions: 15,000,000 Clicks: 7,000 Spending: 85,000
  76. 76. TechCrunch is a leading technology media property, dedicated to obsessively profiling startups, reviewing new Internet products, and breaking tech news. Age: 18-34 Sex: 65% Male HH Income: 100K+ Education: 80% Some College+ Unique Views: 1,660,121 Page views: 10,000,000 Units: 300 x 250, 160 x 600 Placement: Home page, Mobile CPM: $5.75 Impressions: 8,000,000 Clicks: 3,800 Spending: $46,000
  77. 77. The best and the latest of British television in the United States. 60% of the programming on this US cable channel is original to the American market. Age: 18 - 54 Sex: 57% Male HH Income: $50K - $75KHH Income: $50K - $75K Education: 89% Some College+ Unique Views: 180,000 Page views: 1,600,000 Units: 160 x 600 Placement: Home page, Blog CPM: $5.00 Impressions: 10,000,000 Clicks: 4,00 Spending: $50,000
  78. 78. Paid Social RecommendationsPaid Social Recommendations
  79. 79. Social Media – cont’d TargetTest Groups Impressions CPM Spending Click to Site Rate (%) Site Visits Costper Site Visit Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: News 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: Politics (US Active) 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Mobile: Active Feature Phone Users 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25Men &Women, 25-44, College Grad, Lives in NY/SF, Mobile: Active Feature Phone Users 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Activities: Literature/Reading 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Business/Technology: Science/Technology 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Business/Technology: Personal Finance 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Business/Technology: Technology Early Adapters 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: Politics (US Liberal) 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: Politics (US Conservative) 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Activities: Traveling, Interests: News 6,000,000 $6.50 $39,000.00 0.55% 33000 $1.18 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: CNN, Fox News, BBC, CNBC 6,000,000 $7.00 $42,000.00 0.65% 39000 $1.08 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: New York Times, San Francisco Chronicle 6,000,000 $6.50 $39,000.00 0.55% 33000 $1.18 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Forbes, Fortune, Business Week 6,000,000 $6.75 $40,500.00 0.60% 36000 $1.13 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: World Affairs 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: World News 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Magazines/Newspapers 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: International Politics 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Reading 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: International Travel 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Intelligent Life Magazine 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Science 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Technology 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: iPad, iPhone, Android, Blackberry Playbook, Kindle 6,000,000 $7.25 $43,500.00 0.70% 42000 $1.04 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Business 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25 Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Finance 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
  80. 80. Social Media – cont’d TargetTestGroups Impressions CPM Spending ClicktoSite Rate(%) SiteVisits Costper SiteVisitTargetTestGroups Impressions CPM Spending Rate(%) SiteVisits SiteVisit Men&Women,25-44,LiveinNY/SF,Follow:NewYorkTimes 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:SanFranciscoChronicle 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:CNN 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:BBC 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:FoxNews 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:Forbes 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:Fortune 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:BusinessWeek 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:HuffingtonPost 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:GlobalPost 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:FinancialTimes 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:WallStreetJournal 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:NPRNews 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow: Time 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33 Men&Women,25-44,LiveinNY/SF,Follow:Slate 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
  81. 81. Social Media – cont’d ClicktoSite Costper TargetTestGroups Impressions CPM Spending ClicktoSite Rate(%) SiteVisits Costper SiteVisit Subscribetor/Politics 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63 Subscribetor/WorldNews 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63 Subscribetor/Science 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63 Subscribetor/Technology 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63 Subscribetor/PoliticalDiscussion 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63 Subscribetor/AskScience 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63
  82. 82. Social Media – cont’d TargetTestGroups Impressions CPM Spending ClicktoSite Rate(%) SiteVisits Costper SiteVisit Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Finance 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Finance 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25 Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:BusinessManagement 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25 Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Marketing 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25 Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Accounting 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25 Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:InternationalAffairs 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25 Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Science 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25 Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:BusinessDevelopment 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25 Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Legal 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25 Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Academia 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25 Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Technology 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25 Total Impressions 326,000,000.00 Total Spending $1,995,500.00 Total Site Visits 1,510,000.00
  83. 83. Mobile RecommendationsMobile Recommendations
  84. 84. Mobile Category Unit Impressions CPM Spending Click to Site Rate (%) Site Visits Cost per Site Visit Business X Large Image Banner 50,000,000 $12.00 $600,000 16.00% 8,000,000 $0.08 Large Image Banner 20,000,000 $9.00 $180,000 10.00% 2,000,000 $0.09 Small Image Banner 10,000,000 $7.00 $70,000 5.00% 500,000 $0.14 Text Tagline 5,000,000 $5.00 $25,000 3.00% 150,000 $0.17 Subtotal: 85,000,000 $10.29 875,000 12.53% 10,650,000 $0.08 Sport X Large Image Banner 50,000,000 $11.00 $550,000 18.00% 9,000,000 $0.06 Large Image Banner 10,000,000 $10.00 $100,000 12.00% 1,200,000 $0.08 Subtotal: 60,000,000 $10.83 650,000 17.00% 10,200,000 $0.06 Mobile Recommendations Subtotal: 60,000,000 $10.83 650,000 17.00% 10,200,000 $0.06 General News (World/US/Politics) X Large Image Banner 50,000,000 $10.00 $500,000 12.00% 6,000,000 $0.08 Medium Image Banner 20,000,000 $8.00 $160,000 7.00% 1,400,000 $0.11 Small Image Banner 10,000,000 $7.00 $70,000 5.00% 500,000 $0.14 Text Tagline 12,000,000 $3.00 $36,000 2.00% 240,000 $0.15 Subtotal: 92,000,000 $8.33 766,000 8.85% 8,140,000 $0.09 Women X Large Image Banner 50,000,000 $12.00 $600,000 16.00% 8,000,000 $0.08 Large Image Banner 30,000,000 $9.00 $270,000 10.00% 3,000,000 $0.09 Subtotal: 80,000,000 $10.88 870,000 13.75% 11,000,000 $0.08 Men X Large Image Banner 50,000,000 $12.00 $600,000 16.00% 8,000,000 $0.08 Large Image Banner 15,000,000 $9.00 $135,000 10.00% 1,500,000 $0.09 Small Image Banner 15,000,000 $7.00 $105,000 5.00% 750,000 $0.14 Subtotal: 80,000,000 $10.50 840,000 12.81% 10,250,000 $0.08 Total: 397,000,000 $10.08 4,001,000 12.65% 50,240,000 $0.08
  85. 85. Online - Search Keyword recommendationsKeyword recommendations
  86. 86. Print - Magazines Magazine Publishing Frequency Unit Ad Placement Frequency Cost Total Issues Circulation Targeted Impressions Target Impression % Click to Site Rate Site Visits Cost per site visit San Francisco Magazine Monthly 4-ColorFull Page w/Bleed 4 $12,424.00 $49,696.00 Apr–DIY Education. May–European-Style Travel. Nov–Holiday Wish List. Dec–the Power Issue. 420,404 273,263 0.65 0.00015 63 788.07 Gentry Magazine Monthly 4-ColorFull Page w/Bleed 4 $2,895.00 $11,580.00 Mar–The Exceptional The Gentlemen's Issue. May–The Gentry 50: The Bay Area's Top Philanthropists. Jul–The Innovators Issue. Dec–The Splendid Holiday Issue. 150,660 97,929 0.65 0.00015 23 512.41 7x7Magazine Monthly 4-ColorFull Page w/Bleed 3 $5,425.00 $16,275.00 Apr–The Money Issue. Jul-Aug –The Summer Issue.7x7Magazine Monthly 4-ColorFull Page w/Bleed $16,275.00 Dec –The Winter Issue. 89,022 57,864 0.65 0.00015 13 1,218.80 San Francisco Business Times Weekly 4-ColorFull Page w/Bleed 6 $20,812.00 $124,872.00 Feb –100 Largest Bay Area Companies; Job Report. Mar –Financial Dealmaker of the Year; Mergers & Acquisitions. Apr –Penisula Economic Report; 100 Best Places to Work. Jun–Bay Area Annual Report; Public Companies. Jun–Top 100 Private Companies; 100 Largest Private Companies. Oct–Wealth Management. Nov–International Economic Development; China and India. 103,056 66,986 0.65 0.00015 15 8,077.94 Wired Monthly 4-ColorFull Page w/Bleed 3 $110,211.00 $59,513.94 Jan–The Global Style Issue. May– International Style and Design Issue. Aug–The Fall Preview Issue. 438,714 285,164 0.65 0.00015 66 904.37 Esquire Monthly 4-ColorFull Page w/Bleed 3 $114,509.00 $61,834.86 Jan–The Meaning of Life Issue. Jun-Jul–The How to Be a Man Issue: Fatherhood and Fiction for Men; Best Bars in America. Oct–The Essentials Issue. 381,698 248,104 0.65 0.00015 57 1,079.99 New York Magazine Weekly 4-ColorFull Page w/Bleed 5 $66,540.00 $332,700.00 Jan –Real Estate. Apr –Spriong Travel. Jun/Jul–The Summer Issue; Road Trips. Oct –Urban Living Issue. Dec –Reasons To Love New York; Fashionables. 2,027,660 1,317,979 0.65 0.00015 304 1,093.87
  87. 87. Print Magazines –cont’d Magazine Publishing Frequency Unit Ad Placement Frequency Cost Total Issues Circulation Targeted Impressions Target Impression % Click to Site Rate Site Visits Cost per site visit The New Yorker Weekly 4-ColorFull Page w/Bleed 5 $140,496.00 $702,480.00 May –Innovators Perfect Bound. Jun –Summer Reading Double Perfect Bound; Summer Cultural Preview. Sep –Style & Design; Perfect Bound; Fall Cultural Preview. Oct -Nov–Politics Double Issue; Perfect Bound. Dec–World Changers Double Issue; Perfect Bound; ; Winter Cultural Preview 5,236,300 3,403,595 0.65 0.00015 785 894.37 Feb –Voyages. May –Money Special Issue. New York Times Weekly 4-ColorFull Page w/Bleed 6 $95,300.00 $571,800.00 May –Money Special Issue. Sep –Education Special Issue. Nov–Innovation Issue. Dec –Great Performers Special Issue. Dec –Lives Well Lived Special Issue. 9,870,912 6,416,093 0.65 0.00015 1,481 386.19 Inc. Magazine 10 times a year 4-ColorFull Page w/Bleed 3 $81,150.00 $43,821.00 May–Innovation; Companies that are changing the way we look at the world and do business. Sep–The Inc. 500: Inc.'s signature issue; Our ranking of the fastest-growing private companies in America. Dec-Jan–Entrepreneur of the Year; The standout entrepreneur of the year. 381,658 248,078 0.65 0.00015 57 765.45 Entrepreneur Monthly 4-ColorFull Page w/Bleed 3 $81,065.00 $43,775.10 Apr–The Biggest, BaddestBrandingIssue Ever;Top20MostTrustedBrandsinAmerica;Mobile Markeng.$339,815.52 $220,880.09 $0.65 $0.00 ##### $858.80 Total $2,018,347.90 $19,439,900.30 $12,635,935.20 A regional percentage (18%) was taken to calculate the pricing and
  88. 88. Print - Newspapers NewspaperName Location Unit Size $perColumnInch Placement AdditionalComments Frequency ColumnPricing Total Circulation Targeted Impressions Target Impression s % Click to Site Rate Site Visits Cost per site viist The New York Times Nationwid e Full Page - B/W 126 $1,212.00 Main News 1st Sunday of December 1 $152,712.00 $152,712.00 2,003,247 801,299 0.4 0.0001 200 762.32 The New York Times Nationwid e 1/4 Page - B/W 31.5 $1,541.00 Main News 1st Tuesday of every month starting January 12 $48,541.50 $582,498.00 19,041,084 7,616,434 0.4 0.0001 1,904 305.92 The New York Times Nationwid e 1/4 Page - B/W 31.5 $1,541.00 Sports Last Tuesday of each quarter January/April/July 3 $48,541.50 $145,624.50 4,760,271 1,904,108 0.4 0.0001 476 305.92 Nationwid 1/4 Page - Sunday The New York Times Nationwid e 1/4 Page - B/W 31.5 $1,727.00 Sunday Business Sunday 4 $54,400.50 $217,602.00 8,012,988 3,205,195 0.4 0.0001 801 271.56 WallstreetJournal Nationwid e 2/3 Page - Color 84 $2,047.67 MainNews 1st Sunday of December 1 $172,004.16 $172,004.16 2,078,564 831,426 0.4 0.0001 208 827.51 Stamford Advocate New York 1/4 Page - B/W 31.5 $71.76 Main News Sunday 52 ti* $2,260.44 $117,542.88 1,751,932 700,773 0.4 0.0001 175 670.93 Greenwich Times New York 1/4 Page - B/W 31.5 $71.76 Main News Sunday 52 ti* $2,260.44 $117,542.88 1,751,932 700,773 0.4 0.0001 175 670.93 Crain's New York Business New York 1/4 page - Color 18 $416.06 Main News Tuesday 26 ti* $7,489.00 $194,714.00 1,289,158 515,663 0.4 0.0001 129 1,510.40 SantaCruzWeekly San Francisco Full Page/FC 40 $1,529.00 News & Sports rotation Every Wednesday for 1 yr 52 ti* $61,160.00 $38,456.00 1,300,000 520,000 0.4 0.0001 130 295.82 MetroSiliconValleyWeekly San Francisco Full Page/FC 40 $2,300.00 News Every Wednesday for 1 yr 52 ti* $92,000.00 $61,600.00 3,640,000 1,456,000 0.4 0.0001 364 169.23 MetroSiliconValleyWeekly San Francisco 1/2 Page/FC 19.38 $1,500.00 Travel Every other Wednesday for 1 yr 26 ti* $29,062.80 $18,201.06 1,820,000 728,000 0.4 0.0001 182 100.01 San Francisco Chronicle San Francisco 1/2 Page/FC 0 cost provided for ad size, not col.in News 1st Monday of each quarter 4 $45,699.95 $182,799.80 916,704 366,682 0.4 0.0001 92 1,994.10 Total $716,132.29 $2,001,297.28 $48,365,880.00 $19,346,352.00 * Special package for multiple placements
  89. 89. Direct Email Lists Quantity Base CPM ($) Recommended Selects SelectsCPM ($) Total CPM (Base & Selects) Cost (1 drop) Total E-mail Campaign Cost (3 drops) Click to Site Rate (%) Site Visits Cost per Site Visit per drop Computer tablet Owners 1,000,000 150 Email base rate includes all selects. Type and Gender Included in email base rate $150 $150,000 $450,000 0.500% 5,000 $30.00 Email, HHI, Included in Digitally Connected Tablet Owners 2,000,000 80 Email, HHI, Occupation, Zip Included in email base rate $80 $160,000 $480,000 0.500% 10,000 $16.00 OTM-The DailyCaller.com 50,000 90 $90 $4,500 $13,500 0.500% 1,800 $2.50 Affluent Americans Professionals… 2,000,000 150 * Opt-in email addresses Included in email base rate $150 $300,000 $900,000 0.500% 10,000 $30.00 New York Magazine 300,000 105 $105 $31,500 $94,500 0.500% 1,500 $21.00 American City Business Journals - U.S. Subscribers12,341 140 San Francisco 5 $145 $1,789 $5,368 Crain's New York Business Email 450,000 400 Email Included $400 $180,000 $540,000 Career Minded Consumers 1,000,000 135 Email $165 $165,000 $495,000 0.500% 5,000 $33.00 Total Lists: 6,812,341 $992,789 $2,978,368 - 33,300 $29.81 # of drops: 3 Mail date: 4-Dec-12 Total Impressions 20,437,023

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