1. EvaluatingTrue Value vs. Hypein BtoB Media

• By

Julie Tinney, VP Sales & Marketing

Wells Publishing, Inc.

March 19, 2009

Prepared for: 2. In the beginning, there was a sign. And it was good. 3. Soon came radio(Image Source: Duke University Library) 4. Television. The end of radio? (Image Source: Duke University Library) 5. Direct MailMagazines There are several media platforms for BtoB and consumer reach. 6. And then along camethe Internet. 7. 63.4% of the U.S. Population used the Internet last year. 8. So Many Choices

Text links?

Email sponsorships?

Banner ads?

Twitter?

Online video?

• Facebook?

• Webcasts?

• A Blog?

• Spam?

• Online Trade Show?

9. News on the Internet 10. R.I.P

Rocky Mountain News

Baltimore Examiner

Kentucky Post

Cincinnati Post

King County Journal

Union City Register-Tribune

Capital Times

Halifax Daily News

Albuquerque Tribune

South Idaho Press

San Juan Star

11. Five out of every 10 magazines and newspapers will go out of business, scale down their frequency or move entirely to the Web.---Andy Cohn, VP & Group Publisher, Fader Media 12. Is Print Really Dead?

85% of adults age 18+ read magazines

The total # of magazine readers increased about 5% over the last 5 years.

The average # of magazine issues read per month grew by 6%

MPA, Comprehensive Guide & Handbook 2008/09 13. The last click gets the credit

• In Nov 2007 ad reader study 49% of readers indicated that they had visited a print advertiser's website

• In Nov 2008 ad reader study,58%of readers indicated that they had visited a print advertiser's website.

UNTRACKED:

Type in a company url?

Look up a company in a search engine?

Made a phone call?

PRINT 14. Apples and mediaare all the same.Not. 15. Which media outlets will survive?

• Those that can provide:

• 1) relevant data, compelling news & information

• 2) delivered in the formats that the audience wishes to receive it.

VIDEO SEARCH PRINT eNEWSLETTERS PODCASTS BLOGS RSS FEEDS FORUMS 16. Get the Audit Statements

Audit Bureau of Circulationswww.accessabc.com

Business Publications Auditwww.bpaww.com

17. SRDS Standard Rate & Data Servicewww.srds.com

• Annual unlimited single-user access is $911.

• Have free support services like online glossaries &CPM calculators

18. SRDS cont'd 19. ABC site 20. ABC continued... Under eCirc you'll be able to select the type of Media statement you're interested in seeing: 1) Newspapers 2) Consumer Magazines 3) Business Publications and 4) Farm Publications 21. BPA site 22. BPA site cont'd They have a Camtasia Studio video to show you how to search. Review only 239 websites so far; primarily for print audits. 23. Key elements of the BPA Statement 1. Define qualification 2. Look at total qualified number 3. Determine your target and dividethat % by the total qualified number 24. Key elements cont'd... 25. Resources for dissecting an audit statement How to Use BPA Worldwide Circulation Statements to Prepare a More Effiective BtoB Media Schedule www.bpaww.com/resources/guide/ReadingBusinessCircStatement.pdf ABC offers free flash-based video tutorials on a variety of topics: www.accessabc.com/resources/buyerprodev.htm How to Read an ABC Business Publisher's Statement http://www.accessabc.com/pdfs/b2bhowtohandout.pdf 26. Tools for evaluating websites

Compete.com

Quantcast.com

Alexa.com

Rank top one million websites in the U.S. based on the number of people the domain attracts each month.A LOWER number is a better rank. Drawbacks:use imperfect methods like 'guestimate' data from isps like Cox & Time Warner to make analysis.Some rely on cookies to track visitors and some use a toolbar that a select group has opted in to use. Many websites in BtoB media are not even large enough to register. 27. Example of Alexa Search 28. Healthy Choices & Stress

Study of choice by Baba Shiv, Associate Professor of Marketing Stanford Graduate School of Business

Students were given either a 7 digit or a 2 digit # to memorize in one room, then had to walk down the hall to another room to deliver it.

On the way the the other room, they are offered a choice of either chocolate cake or fruit salad as a reward for participating in the study.

Students who were given the 7 digit # are twice as likely to choose the cake.

Emotional side of the brain wins over the rational side of the brain.

29. Fruit Salad or Chocolate Cake? 30. Media options that are detrimental to you in the long run

Emailing without permission (damages your brand, can lock you out of legitimate email communication).

Buying advertising because They made me an offer I couldn't refuse (without evaluating what you just bought.)

'Testing' multiple audiences on the basis of one ad each under the assumption that they are all the same.

31. Metrics a publisher should provide

Amount of unique visitors.

Impressions over time.

Average open rates for newsletters.

Print audit statements on demand.

Click reports which include: Total sent, total open rate, total clicks and click thru rate.

32. When to run away

• If given guaranteed click through rates on a campaign.

• If someone promises to 'blast' your ad out to their audience.

• If someone offers you a bundle of services without offering analytics.

• When your online searches rarely yield results from the media in question.

• If offered editorial for advertising.

• If it seems to be too good to be true.

33. Top Mistakes of a Media Buyer

Leaving the buying decision 100% in the hands of the agency without oversight

Buying a total 'number' without defining the target

Buying an unaudited publication

Buying a pub with hidden problems on the statement

Putting too much emphasis on 'pass-along' print readership

Buying off on banner plan with no total impression guarantee.

34. The top questions to ask when buying print advertising

Are you audited?(get the most recent statement).

What percentage of your circulation comes from lists?(You'll know already but ask ask the rep to see if they are honest and to ascertain a reason.)

Is this offered asa member benefit of any organization?

Do you offer bonus distribution (trade show copies etc.)

Do you offer an ad reader study?

35. The top questions to ask when buying online advertising

Is this newsletter or program offered to subscribers on anopt-in/opt out basis?

What are your average open rates?

May I see a copy of your latest metrics?

Who are your competitors?

Do you accept 3 rdparty tags?

36. Which new media options are smoking hot.

Custom video

Webcasts

Preroll video sponsorships

Video banners

37. Over 70% of US Online Population Watches Video

• In Nov 2008, over 146 million unique users watched a total of 12.7 billion videos.

• The average length of viewed online video content was 3.1 minutes.

• The average online video viewer watched 273 minutes of video.

Source: comScore 38. The ad spend is not growing as fast as usage. 39. Final Thoughts

• Drill down into the audience.The largest total number is not necessarily reaching your niche.

• You deal with rate cutting constantly; frustrating because the product is not the same

• SEO is key in any campaign.Pick a media partner who understands that.

• Spam hurts open rates on all your emails

• Consider a social media strategy not only for your company but for your individual efforts. Pick a media partner who employs social bookmarking. More people in the US and other leading digital countries worldwide are using social networks and blogs than e-mail.*

*Source: Nielson Online, March 2009 40. Final Thoughts cont'd...

Discover opportunity by talking with your rep.

Ask questions in industry forums.Use community to your advantage.

Get geeky. Spend some quality time with Google Analytics or your web analytics tool.

Be careful of the shiny object syndrome.Traditional media like print is proven and should be a part of your plan. 54% of advertisers spend on three or more types of media and 80% use two or more. (source: Outsell, Inc.)

Pick a media partner that allows you to test creative and embraces new ideas.

41. Thanks!

• Julie Tinney, VP Sales & Marketing

• Wells Publishing, Inc.

• [email_address]

• 800-897-9965, ext. 148