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Newspaper Sweeps
Starting Spring 2014, The Columbus Dispatch launched three month-long campaigns where
media efforts are allocated towards two engagement campaigns.
1. Editorial builds a month-long calendar of stories – which get promoted in-paper, via digital,
social, out of home, TV & radio
2. Coincide the increased readership with a major sweepstakes by partnering with an
advertiser to generate increased reader / consumer interest – resulting in heightened brand
awareness for the advertiser & marketable leads for both
Results:
1. Increased subscription sales (YoY)
2. Lift in article readership
3. Incremental ad spend
4. Advertiser sales / visits significantly out-pacing YoY comparable metrics (all partners are
committed to repeat in 2015)
“Sweeps” & Sweepstakes
Editorial Content Promotion
3
Digital outdoor billboards run the afternoon before
and the morning the story runs in the paper.
10 to 12 times during the month, we give an extra push to a story with TV and radio
buys.
In-paper promo ads run day before story
Stories posted & promoted on FB
April 2016 Sweeps Had The Best Article Recall Yet
All sweeps had very similar demographics
April ‘16
Sweeps
Nov ‘15
Sweeps
Sept ‘15
Sweeps
Male 50% 53% 51%
Female 50% 47% 49%
Average Age 61 61 60
CDAC Columbus Dispatch Sweeps Testing September 2015 & Nov 2015 & April 2016.
For both panels. Only articles that were read are part of graph
Sweeps Performance Indicators
CDAC Columbus Dispatch Sweeps Testing September 2015 & Nov 2015 & April 2016.
For both panels. Only articles that were read are part of graph
Sweeps Partners
DMG Produces All Promotional Assets – TV, Radio, Print & Digital
7
Partner Ad Revenue
Advertiser Provided
Prizes
Leads
Generated
Spring 14’: CBJ -
$15,000 in
tickets/experiences
3,000
Fall 14’: hhgregg $175,000 $20,000 in gift cards 4,475
Winter 14’: Columbus Zoo $15,000
$20,000 in tickets /
experiences
2,300
Spring 15’: Ashley Furniture $140,000 $20,000 in gift cards 2,260
Fall 15’: hhgregg $50,000 $5,000 in gift cards 4,300
Winter 15’: Columbus Zoo $20,000
$20,000 in tickets /
experiences
1,725
Spring'16: CBJ & Meyers
Jewelers
$0
$5,000 in Cash & $5,000
Breitling Watch
8,100
Fall '16: Maytag/hhgregg $50,000
$8,000 in gift
cards/product
TBD
Over $450,000 in Incremental Ad Revenue
IMPACT
10
Key Takeaways
• Improved Subscription sales in sweeps months (averaging
8% vs. LY – same period) & improved engagement with
our content
• Increased ROI (foot traffic & leads) for advertising partner
• Rejuvenated Editorial team… “A Month of Sundays” – 3x a
year
– Competitive spirit
– Air time & promotion
– Re-inforce “core values”
11
LEVERAGING COMMUNITY PARTNERSHIPS –
AFTER OWNERSHIP CHANGE
12
13
Continue To Recalibrate, Refresh And Expand Key Corporate Community
Relationships.
14
Continue To Monetize, Grow And Innovate Relationships With Key
Promotional And DMG Rewards Partners
Partners represent $3 million+ in annual DMG advertising revenues
QUESTIONS?
Nikhil Hunshikatti
VP, Marketing
Dispatch Media Group
nhunshikatti@dispatch.com
@nikhilbh
15

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ROUNDTABLE 2016: HUNSHIKATTI

  • 2. Starting Spring 2014, The Columbus Dispatch launched three month-long campaigns where media efforts are allocated towards two engagement campaigns. 1. Editorial builds a month-long calendar of stories – which get promoted in-paper, via digital, social, out of home, TV & radio 2. Coincide the increased readership with a major sweepstakes by partnering with an advertiser to generate increased reader / consumer interest – resulting in heightened brand awareness for the advertiser & marketable leads for both Results: 1. Increased subscription sales (YoY) 2. Lift in article readership 3. Incremental ad spend 4. Advertiser sales / visits significantly out-pacing YoY comparable metrics (all partners are committed to repeat in 2015) “Sweeps” & Sweepstakes
  • 3. Editorial Content Promotion 3 Digital outdoor billboards run the afternoon before and the morning the story runs in the paper. 10 to 12 times during the month, we give an extra push to a story with TV and radio buys. In-paper promo ads run day before story Stories posted & promoted on FB
  • 4. April 2016 Sweeps Had The Best Article Recall Yet All sweeps had very similar demographics April ‘16 Sweeps Nov ‘15 Sweeps Sept ‘15 Sweeps Male 50% 53% 51% Female 50% 47% 49% Average Age 61 61 60 CDAC Columbus Dispatch Sweeps Testing September 2015 & Nov 2015 & April 2016. For both panels. Only articles that were read are part of graph
  • 5. Sweeps Performance Indicators CDAC Columbus Dispatch Sweeps Testing September 2015 & Nov 2015 & April 2016. For both panels. Only articles that were read are part of graph
  • 7. DMG Produces All Promotional Assets – TV, Radio, Print & Digital 7
  • 8. Partner Ad Revenue Advertiser Provided Prizes Leads Generated Spring 14’: CBJ - $15,000 in tickets/experiences 3,000 Fall 14’: hhgregg $175,000 $20,000 in gift cards 4,475 Winter 14’: Columbus Zoo $15,000 $20,000 in tickets / experiences 2,300 Spring 15’: Ashley Furniture $140,000 $20,000 in gift cards 2,260 Fall 15’: hhgregg $50,000 $5,000 in gift cards 4,300 Winter 15’: Columbus Zoo $20,000 $20,000 in tickets / experiences 1,725 Spring'16: CBJ & Meyers Jewelers $0 $5,000 in Cash & $5,000 Breitling Watch 8,100 Fall '16: Maytag/hhgregg $50,000 $8,000 in gift cards/product TBD Over $450,000 in Incremental Ad Revenue
  • 9.
  • 11. Key Takeaways • Improved Subscription sales in sweeps months (averaging 8% vs. LY – same period) & improved engagement with our content • Increased ROI (foot traffic & leads) for advertising partner • Rejuvenated Editorial team… “A Month of Sundays” – 3x a year – Competitive spirit – Air time & promotion – Re-inforce “core values” 11
  • 12. LEVERAGING COMMUNITY PARTNERSHIPS – AFTER OWNERSHIP CHANGE 12
  • 13. 13 Continue To Recalibrate, Refresh And Expand Key Corporate Community Relationships.
  • 14. 14 Continue To Monetize, Grow And Innovate Relationships With Key Promotional And DMG Rewards Partners Partners represent $3 million+ in annual DMG advertising revenues
  • 15. QUESTIONS? Nikhil Hunshikatti VP, Marketing Dispatch Media Group nhunshikatti@dispatch.com @nikhilbh 15