roundtable 2015: tom ratkovich
TRANSCRIPT
• I do not subscribe to a printed newspaper– CNN– USA Today– AP– Aurora Sentinel– Maui News– Bleacher Report– ESPN– NFL– PokerNews
• Relevance is essential– In content– In timing– In channel
I Am Not a Print Apologist
Don’t “Fold” Too Early on Print
• In poker, folding your cards prematurely can cost you money
• Fear and failure to commit can lead to a loss of opportunity
• Are we forfeiting opportunity by moving too far, too fast from print?
• DIGITAL first…
• …or CUSTOMER first?
Four Reasons to Embrace Print
1. Print audiences are critical sources of data and revenue – data that can enable relevance and revenue that can fund other strategic initiatives.
2. Print audiences are a source of customers for other offline and online products.
3. The ability to offer advertising solutions that can be integrated and optimized across multiple online and offline channels offers a compelling proposition to advertisers vis-à-vis single channel providers.
4. Print advertising works.
Alan Mutter (Newsasaur) Jan 2015 Blog
• “eMarketer found that advertisers in 2014 spent 83 cents per minute to reach print readers and only 7 cents a minute pursuing mobile users.”
• “Inasmuch as markets abhor this sort of inefficiency, it is axiomatic to conclude that advertisers will begin to vector ever more of their dollars from print, where the average American adult spends a combined 26 minutes a day with newspapers and magazines, to smartphones and tablets, where the average use is 2 hours and 51 minutes a day.”
The Newsmedia Brand as Infomediary
INFOMEDIARY•Print (paid/free/niche)
•Web
•Mobile
•Search
•Social Media
•Direct Mail
CONTENT
MARKETINGAUTOMATION
PLATFORM
Address
Demographics
Subscribers
Dispositions
User Registration
DMP
E-Commerce
Newsletters
Loyalty
Merchants
The Single Customer View
OLD PARADIGM: Static Subscription Profile
40 Cove RoadStonington, CT 06371
Telemarketing StartOctober 3, 2010
Active Mon-Sun SubscriberEnrolled in EZ Pay since 2011
$653.10 in subscriptionrevenues in past 3 years
Wet paper deliveryComplaint last Tuesday
Address-based
NEW PARADIGM: Dynamic Customer Profile
Address-based
60 years old – member58 years old - member
HH Income > $150,000Homeowners
$780.16 in ConsumerRevenues since 2009
Six daily deals Purchases since 2011
Two-week vacationevery July since 2009
Signed up for mobilebreaking news alerts
Registered for weeklyBusiness e-newsletter
Reads Grace and Sound &Country magazines online
Acxiom Lifestage:15M – Mature Wealth
Indexes high foronline purchasing
Twelve activations on rewards site since 2012
Indexes high forInterest in Community
Active Daily subscriber Registered on website
User-based
Five Things We’ve Learned
1. You CAN grow your print audience– “Managed Decline” is a self-fulfilling prophesy
2. HOW is more important than HOW MUCH– Analytics and automation must inform campaign activities
3. Think “CUSTOMER LIFECYCLE MANAGEMENT” – not “retention”– Maximize customer value – not just tenure
4. A shared cost structure is enabling
5. Too many people think “EXPENSE” rather than “INVESTMENT”