101612 ssp digitalrevenuewebinar_jenniferbadua

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101612 ssp digitalrevenuewebinar_jenniferbadua

  1. 1. Digital Revenue Innovation in Scholarly Publishing -Expanding Industry-related Revenue Opportunities in the Digital Arena-SSP WebinarOctober 16, 2012Jennifer L. Badua, Director, Business DevelopmentThe Journal of Bone & Joint Surgery Inc. 1
  2. 2. Setting the Scene• JBJS is an independent, not-for-profit publisher (NOT society or association published)• Focused on orthopaedic surgery• Over 100 years old 2
  3. 3. The Situation in 2010• New CEO with an eye on innovation• Goals of expanding product portfolio, diversifying revenue sources• Shifting industry budgets• Industry clients expressing an interest in more digital• An audience facing information overload 3
  4. 4. Stakeholders Board Finance CEO AssocCirc Pub/ GM The ProjectProd MktgMgmt Biz Dev Editorial Adv 4
  5. 5. We Needed to Take the Bull by the Horns• Significant investment• Semantic tagging• 2 new online-only products• Targeted ads against content (across all 3 sites)• More focus on online ops• Integrated advertising incentive plans 5
  6. 6. Better Targeting for Readers and Advertisers 6
  7. 7. 7
  8. 8. The Results• More relevant content for readers• Advertising was seamless for users (no complaints)• More new clients (and new client types)• Better performance - CTR for targeted campaigns is 53% higher than for all campaigns combined (Jan – Sept 2012) Overall average, all campaigns Average targeted CTR 8
  9. 9. What’s Next?• Mobile• New creative sizes• More Apps• More Email 9
  10. 10. We have to disrupt our own businessbefore someone else beats us to it…… Thank You! Jennifer L. Badua jbadua@jbjs.org 10

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