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MEDIA KIT 2020
© 2019 Oregonian Media Group. All rights reserved. Full Version 1.
Your Local Business PartnerWe want to empower our local businesses, to help them grow and succeed and build thriving communities. Because we’re a part of the community, too.
To do that, we use the most innovative technology we can find. The same technology we use to reach millions of readers. Backed by talented people, proven processes and powerful networks.
And it takes true partners to get results. So our teams become your advocates. We believe great relationships start with collaboration, run on integrity, and depend on accountability.
Here’s how we can help.
THE OREGONIAN MARKETING SOLUTIONS TEAM
MEDIA KIT 2019
YOUR LOCAL BUSINESS PARTNER 2
MEDIA KIT 2019
MISSION + VALUES 4
OUR REACH 7
OUR SOLUTIONS 15
OUR MARKETING TECHNOLOGY 26
OUR MARKETING PROCESS 29
PRINT ADVERTISING OPTIONS 35
MEDIA KIT 2019
INDEX 3
MISSION + VALUES
MEDIA KIT 2019
MISSION + VALUES | MISSION 5
MISSION + VALUES
MISSION
We make a difference in the communities we serve by empowering our audiences with high-quality news and information.
We partner with our clients to help them grow. We will succeed as a constantly evolving company by embracing innovative ideas, talented people and a progressive culture.
MEDIA KIT 2019
MISSION + VALUES | VISION 6
MISSION + VALUES
VALUES
Collaboration Customer Focus Integrity Fearlessness Accountability
OUR REACH
OUR AUDIENCE ISUNPARALLELED
Source: 1. Google Analytics. Aug. 2019; 2. Social media followers as of Sep. 17, 2019 (total may include duplicates); 3. Scarborough 2019 R1; base: Portland DMA; print + e-edition cume (daily, Sunday).
MEDIA KIT 2019
OUR AUDIENCE IS UNPARALLELED 8
OREGONLIVE UNIQUE VISITORS
FOLLOWERS ON SOCIAL MEDIA
READERS OF THE OREGONIAN &E-EDITION
8.7M
1.1M
782K
1
2
3
OUR REACH
+ COMBINED
Reach more people in the Portland DMA with The Oregonian and OregonLive.
Utilizing both print and digital ensures you’re maximizing your full reach potential.
MEDIA KIT 2019
OUR REACH | COMBINED 9
#1SOURCE FOR NEWSPACIFIC NORTHWEST
IN THE
Source: September 2019 ComScore and Q2 2019 The Alliance for Audited Media; combined print and digital readership.
MEDIA KIT 2019
OUR REACH | COMBINED 10
10
Source: 1. Scarborough 2019 R1 print reach and Google Analytics; unique visitors = non-duplicated, DMA = 28 counties; 2. Scarborough 2019 R1; Base: Portland DMA (28 counties); Target: A18+.
OUR REACH
+
We reach 78% of the people in the Portland DMA.Over the last five years, the Portland DMA has grown from 2.5M people to 2.69M people. That’s a 8% growth in five years with 2% growth in the market, year-over-year.
In the same time frame, OregonLive has increased readership 30% within the last five years. OregonLive has seen a 9% growth in local readers of the Portland DMA, year-over-year.
2
2
1
SECTIONS
HOME
NEWS
BUSINESS
ENTERTAINMENT
EAT, DRINK, COOK
SPORTS
OPINION
CLASSIFIEDS
REAL ESTATE
AUTOS
JOBS
OUR REACH
OregonLive.com is the news and information site that Portlanders and Oregonians at-large come to learn about and engage with their community.
OregonLive.com is the most-read local news site, covering the conversation in the Portland Metro Area and beyond, and curating national news relevant to Oregonians.
Our audience has never been bigger. On OregonLive.com, more than 8.7 million unique visitors visit the site in a month1 We produce award-winning, locally focused news, sports, politics, and entertainment coverage.
*Data does not include streaming sites such as YouTube and NetflixSource: 1. Google Analytics. Aug. 2019; 2. ComScore. News/Info. - Local News [Undup.]; Aug. 2019; 3. Scarborough 2019 R1; Base: Portland DMA; Target: A18+.
LOCAL NEWS / INFO. WEBSITE IN THE U.S.2
#30
MEDIA KIT 2019
OUR REACH | OREGONLIVE.COM 11
OREGON NEWS WEBSITE2
#1TOP WEBSITE USED IN THE PORTLAND DMA3
#7
BY THE NUMBERS, NEXT
YAHOOPINTEREST EBAYKPTV
BEATSKGWKATUKOIN*
THAN FACEBOOK, XFINITY/COMCAST, AND AMAZON FOR ADULTS 25-54.3
INDEXESHIGHER
Source: 1. Google Analytics. August 2019; 2. Theorem Analytics. August 2019; 3. Scarborough 2019 R1; Portland DMA (28 counties); Target: A18+ and used Internet in the last 30 days.
UNIQUE MONTHLY VISITORS1
MONTHLY PAGEVIEWS1
VIDEO VIEWS2
8.7M
39M
6.3M
PAGES PER SESSION1
1.9AVG. TIME PER SESSION1
AVG. TIME ON PAGE1
2:42
2:55
MEDIA KIT 2019
OUR REACH | OREGONLIVE.COM 12
BY THE
NUMBERS
OUR REACH
Since 1850, we’ve been telling the stories that shape the Great Northwest. The Oregonian newspaper is where local readers turn to learn about their communities, their region and their world.
We’ve had 169 years to develop The Oregonian’s trust and market expertise. This translates to high engagement and credibility for our clients.
Source: Q2 2019 The Alliance for Audited Media.
NEWSPAPER IN OREGON
PULITZER PRIZES FOR JOURNALISTIC EXCELLENCE
#1 8
BY THE NUMBERS
SUNDAY CIRCULATION: 160,059
SUNDAY READERSHIP: 407,871
AVG. WEEKDAY CIRCULATION: 101,711
AVG. WEEKDAY READERSHIP: 315,756
MEDIA KIT 2019
OUR REACH | THE OREGONIAN 13
FIRST-PLACE AWARDS IN 2019 FROM THEOREGON NEWSPAPERPUBLISHERS ASSOCIATION
14
351K 556K123K 134K
OUR REACH
SOCIAL MEDIA
Source: Social Media Accounts as of Sep. 2019 (totals may include duplicates).
TWITTER FOLLOWERS INSTAGRAM FOLLOWERS YOUTUBE SUBSCRIBERS FACEBOOK FOLLOWERS
MEDIA KIT 2019
OUR REACH | SOCIAL MEDIA 14
OUR SOLUTIONS
TARGETED DISPLAY ADVERTISINGEnsure visibility and
engagement with your brand
SOCIAL MEDIA MARKETING
Connect with customers and boost your reputation
PRINT ADVERTISINGMake a big, immediate impact
that drives heightened response
EMAIL MARKETINGDrop a hot offer for immediate
ROI or nurture leads over the long-term
VIDEO ADVERTISINGEngage your customers and ignite their emotions
& passions
SEMCapture qualified leads as
they're actively searching for your products & services
SEOElevate your brand's organic
search rankings through authority, relevance and trust
CONTENT MARKETINGFresh, useful information about your business drives deeper interest in
what you’re selling
MEDIA KIT 2019
OUR SOLUTIONS 16
OUR SOLUTIONS
TARGETED DISPLAY ADVERTISING
DISPLAY ADS
We offer various IAB standard units across OregonLive.com and through our Extended Reach network. Your campaign will be optimized in real time for performance to your KPIs.
HIGH IMPACT DISPLAYGrab readers’ attention with compelling, engaging placements such as Roadblocks and Takeovers.
INTERACTIVE CONTENT
Custom units offer the ability to feature and repurpose creative assets, such as Facebook posts, video content, email sign-up, store locator, and more, driving data growth and engagement with your future customers.
MOBILE
High-impact and fixed units available to target and reach an increasingly mobile-first audience.
MEDIA KIT 2019
OUR SOLUTIONS | TARGETED DISPLAY ADVERTISING 17
PAID SOCIAL
Augment your organic reach on Facebook and Instagram with paid media. Similar to targeted digital display ads, paid social ads run adjacent to organic content, can be targeted to specific audiences, geographies and demographics and click through to a desired landing page.
OUR SOLUTIONS
SOCIAL MEDIA MARKETING
CO-BRANDED POSTS
Strategically align with our trusted brand to boost your own brand recognition. Co-branded posts allows us to share exposure, credibility and brand affinity, while reaching our 450k+ followers with editorial content that’s aligned with your brand.
MEDIA KIT 2019
OUR SOLUTIONS | SOCIAL MEDIA MARKETING 18
ENJOY
MAXIMUM
INVENTORY
& REACH!
brandmessage
theoregonian w/ brand
OUR SOLUTIONS
VIDEO MARKETING
Digital video is one of the most exciting (and effective) ways to deliver a brand message. Connect visually and emotionally to improve brand awareness, consideration and credibility, fueling other marketing efforts.
INSTORY VIDEO
Videos appear directly within the text of article pages on OregonLive.com, designed with visibility and user experience in mind, playing only when they can be seen by the viewer.
NATIVE VIDEO
Video is embedded and displays seamlessly within OregonLive.com, designed to resemble our content, thereby increasing the likelihood of engagement with your content. Augment with headlines and body copy to further engagement.
MEDIA KIT 2019
OUR SOLUTIONS | VIDEO MARKETING 19
All of our video solutions click through to a landing page, so interested viewers can take additional and immediate action. Unlike TV, digital video advertising takes advantage of the same powerful targeting capabilities and targeted digital display advertising, including geographies, interests, demographics, day/time, and more.
EXTENDED REACH PRE-ROLL
Video runs on a network of high-profile news, sports and entertainment brand-safe sites. This ad shows in a video player directly ahead of premium video content.
YOUTUBE TRUEVIEW
Pre-roll video that run on YouTube in mobile, desktop, app, and YouTube video displayed on other sites and apps and within the Google Display Network, on game systems and even on connected TVs. Include companion banner ads and target video based on Google and YouTube searches.
OUR SOLUTIONS
EMAIL MARKETING
Source: The Oregonian Email & Newsletter Marketing Department. October 2019.
TARGETED EMAIL CAMPAIGNS
Our tailored strategies combine the power of email marketing with the targeted reach of digital display advertising, creating a unified and highly effective personalized campaign for your target consumers.
NEWSLETTER SPONSORSHIP
Own one of The Oregonian’s editorially-driven email newsletters with 100% SOV. Impression-based sponsorships available. Newsletters are deployed daily, weekly and bi-monthly and enable you to reach our most loyal audiences with brand presence in every send.
MEDIA KIT 2019
OUR SOLUTIONS | EMAIL MARKETING 20
TOTAL SUBSCRIBERS: 92,789
DAILYSPORTS ROUNDUP: 2,460OBITUARIES: 2,460
WEEKDAYSMORNING BRIEFING: 78,878WEDNESDAYSFOODIES: 6,172
THURSDAYSBEST BETS: 3,503
FRIDAYSHOMES & GARDENS: 3,776
AS NEWS BREAKSBREAKING NEWS: 77,093
OCCASIONALLYREAL DEALS: 55,492SPECIAL PROJECTS: 3,172WATCHDOG: 2,889
21
OUR SOLUTIONS
SEARCH MARKETING
Search Engine Optimization (SEO)
Google and Bing command more than 90% of all domestic search volume. They’re the primary tools consumers use to research, identify, shop, and purchase the products and services they need.
Consumers trust organic search more than paid (pay-per-click), so appearing within organic rankings when your offering is relevant to their search is critical for businesses.
Our Approach
Our Google- and Microsoft-certified team can audit your website and develop a needs analysis, uncovering opportunities to improve your SEO locally, regionally, or nationally.
We’ll develop a custom strategy that elevates your organic search rankings, and helps guide your target customers to your site and storefront.
+ Reviewing website copy + Ensuring consistency across online business listings + Building a content marketing plan
MEDIA KIT 2019
OUR SOLUTIONS | SEM 21
22
OUR SOLUTIONS
SEARCH MARKETING
Search Engine Marketing (SEM)
Combined with SEO, an effective SEM strategy maximizes your brand visibility, helping to keep your business top-of-mind over your competitors.
We’ll help you craft a comprehensive marketing plan that closely ties your SEM to other digital solutions that complement and enhance your results.
Google AdWords Premier Partner
Our custom SEM campaigns are designed, developed, implemented and optimized by our team of Google-Certified marketers.
Premier Partner status is given to a select few digital agencies that demonstrate proficiency in implementing and managing effective campaigns at scale.
MEDIA KIT 2019
OUR SOLUTIONS | SEM 22
MEDIA KIT 2019
OUR SOLUTIONS | CONTENT MARKETING 23
OUR SOLUTIONS
CONTENT MARKETING
Cultivate your audience and control your own news cycle. Through appealing content, businesses can address customer’ needs, educate, entertain, and inspire them to engage.
NATIVE SPONSOR ARTICLES
Sponsor articles are articles we write specifically for you. They appear on OregonLive and throughout our extended network sites.
Each article resembles editorial content, and is promoted on OregonLive with targeted digital display ads that have the same look and feel as editorial headlines.
Sponsor articles may include:
+ text and images + video content + social sharing options
BLOG POSTS
Blog posts (sold in groups of 3) are articles that live on your site. Posts typically focus on a service or product you offer, industry information or interesting tips. We produce the content so it reads as if it came directly from you.
WHITEPAPERS
Whitepapers provide more in-depth or technical information about your product or service. We include carefully researched keywords so your white papers appear in organic searches on popular search engines like Google.
THE HALO EFFECT
Studies show featuring your article on a trusted news site like OregonLive results in more quality engagement and a measurable lift for your brand.
OUR SOLUTIONS
PRINT ADVERTISING
While digital channels continue growing, studies show print advertising is still the format consumers trust most when making a purchase decision.
Newspapers still have a faithful following, and The Oregonian’s award-winning journalism reaches more readers than any other local news source.
E-Edition – Your print advertising always receives additional exposure within our digital e-edition, reaching an ever-growing segment of our audience that prefers to read The Oregonian online.
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 24
DAILY SECTIONS
METRO & NORTHWEST
NATION & WORLD
LIVING, LIFE & CULTURE
SPORTS
COMICS
MULTI-DAY AND WEEKLY SECTIONS
A&E – SUNDAY AND FRIDAY
FOOD – WEDNESDAY
HOMES & GARDENS – SATURDAY
BUSINESS – SUNDAY AND WEDNESDAY
MONEY & MARKETS – WEEKDAYS
REAL ESTATE – FRIDAY
DRIVETIME – FRIDAY
CAREERS – SUNDAY
CLASSIFIEDS – SUNDAY AND WEDNESDAY
PARADE – SUNDAY
THE WASHINGTON POST NATIONAL WEEKLY (E-EDITION) – SUNDAY
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 25
SEASONAL SECTIONS
WINTER EDUCATION GUIDE
HOME IMPROVEMENT GUIDE
OREGON STATER AWARDS
HEART HEALTH
MEN’S HEALTH
WATERFRONT BLUES
FESTIVAL
WINCO FOODS PORTLAND OPEN
BEST RESTAURANTS OF PORTLAND
FALL EDUCATION GUIDE
KIDS’ HEALTH SECTION
TOP WORKPLACES
MEDICARE GUIDE I
MEDICARE GUIDE II
MEDICARE GUIDE III
THEMES
YEAR IN PREVIEW
SUMMER CAMPING
DUMPLING WEEK
VALENTINE’S DAY DINING
GRAMMY PREVIEW
WINTER COAST GUIDE
CHEAP EATS
SPRING CONCERT GUIDE
SPRING BREAK GUIDE
BEST BRUNCHES
SUMMER CONCERT GUIDE
ROSE FESTIVAL GUIDE
PRIDE FESTIVAL PREVIEW
SUMMER BEERS
FOURTH OF JULY PREVIEW
OREGON BREWERS FESTIVAL PREVIEW
PORTLAND HIKES
SPORTS
HOMES & GARDENS
OUR MARKETING TECHNOLOGY
OUR REACH
MEET THE PARENTS
We are part of Advance Local, the #1 largest local news publisher, reaching every 1 in 5 people in the U.S.
Advance Local is part of the Advance Publications family of businesses. Advance’s portfolio of exceptional companies includes Condé Nast, Advance Local, American City Business Journals, Leaders Group, Stage Entertainment, Turnitin, 1010data, and POP. Advance is also among the largest shareholders in Discovery, Charter Communications, and Reddit.
MEDIA KIT 2019
OUR REACH | MEET THE PARENTS 27
MEDIA KIT 2019
OUR MARKETING TECHNOLOGY | LEADING MARKETING TECHNOLOGIES 28
OUR MARKETING TECHNOLOGY
LEADING MARKETING TECHNOLOGIES
As powerful as our own media channels are, our affiliations with the world’s leading market technology companies equip us to expertly provide numerous effective marketing solutions for our advertisers.
Google AdWords & Analytics – As a
Premier Google Partner, we provide
expertise in targeting and buying
strategies; campaign execution and
optimization; and performance.
Datalogix – Data collection platform
tracking consumers’ online and
offline spending activities, so we
can match advertisers with highly-
specific target audiences.
Lotame – Provides a holistic view
of each of our 8 million+ monthly
visitors’ content interests, helping
you reach those target audiences
with precision, whether broad or
narrow.
Moat – Analytics suite integrated
across our websites to measure
audience attention on all content,
so advertisers can more effectively
reach and impact target audiences.
Acxiom – Audience identity
technology seamlessly connecting
us with individual customers across
multiple channels: digital, display,
programmatic, social, email, print
and more.
Crosspixel – Data management
platform enabling more effective
programming campaigns.
Matchcraft – A search, display and
social campaign bid management
platform that produces outstanding
results for local advertisers of all
sizes.
OUR MARKETING PROCESS
OUR MARKETING PROCESS
OUR FOUR-STEP APPROACH
Consumers are more empowered than ever when it comes to choosing products and services.
Our four-step approach combines extensive market research, leading technology platforms, and expert local resources to position your business as the best choice.
And get results.
MEDIA KIT 2019
OUR MARKETING PROCESS | OUR FOUR-STEP APPROACH 30
OUR MARKETING PROCESS
DISCOVER
1 We research your industry, trends, company background and competition.
2 We evaluate your search rankings, search engine demand in your category, and assess your social media presence.
3 We develop an accurate picture of your target customers using our proprietary first-party audience data.
4 We learn about your successes, challenges, opportunities and key performance indicators, to provide guidance on the results you can expect.
Technologies
+ Google AdWords & Analytics + Lotame
MEDIA KIT 2019
OUR MARKETING PROCESS | DISCOVER 31
MEDIA KIT 2019
OUR MARKETING PROCESS | ALIGN 32
OUR MARKETING PROCESS
ALIGN
1 With an understanding of your goals, and competitors’ strengths and vulnerabilities, we align the campaign scope, budget and timing.
2 We review relevant case studies to inform strategic planning, and develop a proposal for achieving your goals.
3 Together we commit to developing your strategic plan and deploying your campaign.
MEDIA KIT 2019
OUR MARKETING PROCESS | DEPLOY 33
OUR MARKETING PROCESS
DEPLOY
1 We launch your campaign.
2 We align our solutions with the customer journey to grow awareness, consideration, conversions and other key performance indicators.
3 Our Account Management team works closely with you to observe and report on results.
Technologies
+ Google AdWords & Analytics + Acxiom + Crosspixel + Datalogix + Lotame + Matchcraft
MEDIA KIT 2019
OUR MARKETING PROCESS | OPTIMIZE 34
OUR MARKETING PROCESS
OPTIMIZE
Test > Measure > Refine > Scale
1 We evaluate traffic sources, identify top-performing channels, and A/B test creative.
2 We make recommendations to optimize your campaign, or course-correct, as needed.
Technologies
+ Google AdWords & Analytics + MOAT
PRINT ADVERTISING OPTIONS
SPADEABACK
SPADEAFRONT
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 36
OUR MOST
PREMIUM
POSITION!
High-Impact – High-impact products such as pre-printed inserts, front page notes and wraps can be one of the most effective, reliable drivers to your storefront, whether it’s brick-and-mortar or online.
SPADEAS
Printed on both sides, covering half of the front page and all of the back, a spadea delivers high impact brand messaging to drive conversions.
SPADEA SPREAD
High-Impact – High-impact products such as pre-printed inserts, front page notes and wraps can be one of the most effective, reliable drivers to your storefront, whether it’s brick-and-mortar or online.
FRONT PAGE NOTE
The Oregonian Front Page Notes, removable self-stick notes, give your advertising message premium exposure and help drive traffic to your business with front page presence in the newspaper. We are offering full-run distribution in addition to zoning, so you can strategically target your message where and when you need it most. Learn about adding an OregonLive digital package to maximize your reach!
Give your business high-visibility and high-impact exposure.
Maximum Exposure – Your ad is ‘above the fold’ and cannot be missed.
High Response Rate – Readers interact with Front Page notes and re-stick them as a reminder.
Target Your Audience – Front Page Notes can be placed for the full reach of The Oregonian, or they can be zoned and targeted to just the areas and audiences your business needs.
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 37
MESSAGES
THAT REALLY
STICK!
AWARENESS
Establish a consistent long-term presence. Suitable for maintaining top-of-mind familiarity for products with a recurring purchase cycle, and effective for building and maintaining awareness consistently.
1/6 PG. HORIZ.6 COL X 2.25” | 9.99” X 2.25”
1/92 COL X 4.5” | 3.23” X 4.5”
1/6 PG. VERT.3 COL X 4.5” | 4.92” X 4.5”
1/12 VERT.2 COL X 3.5” | 3.23” X 3.5”
1/8 PG.3 COL X 3.5” | 4.92” X 3.5”
1/12 HORIZ.3 COL X 2.25” | 4.92” X 2.25”
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 38
1/182 COL X 2.25” | 3.23” X 2.25”
1/36 VERT.1 COL X 2.25” | 1.54” X 2.25”
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 39
AWARENESS (CONTINUED)
CONSIDERATION
Cost-effective combination of high-impact and frequency toward conversion. Effective for announcing events, branding, defining your market position, and generating sustained response over time.
1/2 PG. HORIZ.6 COL X 7” | 9.99” X 7”
1/3 PG. HORIZ.4 COL X 7” | 6.61” X 7”
1/2 PG. VERT.3 COL X 14” | 4.92” X 14”
1/4 PG. HORIZ.6 COL X 3.5” | 9.99” X 3.5”
1/3 PG. VERT.3 COL X 9.25” | 4.92” X 9.25”
1/4 PG. VERT.3 COL X 7” | 4.92” X 7”
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 40
CONVERSION
Achieve maximum visibility. Effective for launching new brands, announcing events, reinforcing marketplace leadership and generating strong response in a short time. Makes an unmistakable impression.
FULL PG. SPREAD13 COL X 14” | 20.48” X 14”
2/3 PG. TALL5 COL X 11.5” | 8.3” X 11.5”
COVER PG. STRIP6 COL X 2”
FULL PG.6 COL X 14” | 9.99” X 14”
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 41
CONTACT US TO DISCUSS YOUR GOALS.
AND TOGETHER, WE’LL MAKE A PLAN TO GET YOU THERE.
1500 SW First Avenue, Portland, OR 97201503-221-8481
© 2019 Oregonian Media Group. All rights reserved.
THANK YOU