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Moderator Mike Blinder President, Blinder Group. 2.2 million dollars. 4.6 million dollars. 3.7 million dollars. 10.5 million dollars. In over 1300 sales calls. -> Training traditonal reps to “demystify” Web marketing “Dee Geeking” the medium

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ModeratorMike BlinderPresident, Blinder Group


2.2 million dollars

4.6 million dollars

3.7 million dollars

10.5 million dollars

In over 1300 sales calls



Tacoma marketing(WA) News TribuneCirc: 144,000

Projected to generate $1,000,000 new Online revenue

Palm Beach (FL) PostCirc: 155,000



Moderator marketingMike BlinderPresident, Blinder Group


Does integrated selling really work do integrate selling metrics really work

Gary Meo marketing

Senior Vice President, Print & Digital Media Services

Scarborough Research

Does Integrated Selling Really Work?

Do Integrate Selling Metrics Really Work?

Editor & Publisher and Mediaweek

19th Annual Interactive Media Conference & Trade Show

May 14-15, 2008 The Rio

Las Vegas, NV


We must change the way we think about, marketingdefine and quantify our audience.


Integrated newspaper audience a new print and online newspaper audience metric

Integrated Newspaper Audience marketing

A new print and online newspaper audience metric


Agenda
Agenda marketing

  • Brief Scarborough overview

  • Why audience?

  • Integrated Newspaper Audience (INA) defined

  • Audience-FAX initiative

  • The evolution of INA

  • Summary/implications for newspapers


Introduction to scarborough research
Introduction to Scarborough Research marketing

  • Comprehensive, syndicated annual survey of 81 U.S. markets

  • Annual sample of 220,000+ Adults (18+)

    Average local market samples -- 2,000 and 13,000

  • Measures demographics, shopping/retail behavior, product consumption, entertainment/leisure, media usage

  • Newspaper audience ratings service in the U.S. for 34 years

  • Partnership between The Nielsen Company and Arbitron, Inc.

  • Accredited by the Media Rating Council (MRC)


From circulation to readership to audience
From Circulation to Readership to Audience marketing

  • Audit Bureau of Circulations (ABC) established in 1914

  • For 94 years, circulation has been the key metric used by advertisers to evaluate newspapers


Why talk about audience instead of circulation
Why talk about Audience instead of Circulation? marketing

More accurate measure of newspaper reach

People reached, not papers delivered

Allows for the qualitative evaluation of the target audience

Demographic, psychographic, consumer behavior, lifestyle, media usage

Comparable to the way other media are evaluated

TV and radio are bought and sold based on their audiences (not on the number of TVs and radios out there)

Major emphasis of the newspaper industry to shift the focus to audience


Newspaper ad revenue down 7 9 in 2007
Newspaper Ad Revenue Down 7.9% marketingin 2007

+18.8%

  • Revenue from ads in printed newspapers dropped 9.4% for the year, the biggest drop in any year since 1950.

  • Internet ad revenue on newspaper sites rose 18.8%.

  • Online ads accounted for just 7.5 percent of all newspaper ad revenue in 2007.

-9.4%

Source: Newspaper Association of America


Where is the growth 2008 forecasts change over 2007 estimates
Where is the Growth? marketing2008 Forecasts (% Change Over 2007 Estimates)

Source: Robert Coen Presentation on Advertising Expenditures, December, 2007 Universal/McCann


Local online advertising growth
Local Online Advertising Growth marketing

  • Borrell Associates: “Local online advertising," defined as search, ‘local banners,’ and video (classifieds are also in there), would reach $12.6 billion in 2008.”

  • Jupiter Research: "Local advertising will grow at a CAGR of 13% percent from 2007 to 2012, faster than will online advertising as a whole. Display and search advertising are leading the way, with CAGRs of 18% and 16%, respectively, during the next five years. Meanwhile, online local classified advertising, which is a relatively much larger and more mature market, will grow at a CAGR of 10 percent.”

  • Veronis Shuler Stevenson: “Local online advertising was worth $8.4 billion in 2007 and would be worth $19.2 billion in 2011.”


Why integrated newspaper audience ina
Why Integrated Newspaper Audience (INA)? marketing

  • Media companies – including newspapers – recognize that growth will come from their digital businesses

  • Internet advertising revenue at U.S. newspapers is growing at double-digit rates while print revenue is declining

  • Need for a new metric that demonstrates the value of the newspaper Web site audience (quantitatively and qualitatively)

  • Get the marketing community to start thinking about newspaper audiences beyond the daily printed paper


Integrated Newspaper Audience Defined marketing

Five-day weekday cume

OR

Average Sunday

OR

Visited Web site past 7 days

Past week print readership


Integrated Newspaper Audience of Boston Globe marketing

Boston DMA

Base = Boston DMA (4,788,972)

Net unduplicated reach

5 Daily/1 Sunday Net

Past 7-day audience

Source: Scarborough Research, R2 2007 Boston


Scarborough-ABC-NAA Audience-FAX Initiative marketing

  • New initiative that launched in November 2007

  • Integrates newspaper readership and online audience information into ABC circulation reports

  • Circulation statements will show:

    Print readership

    Online readership

    Net Combined Audience

    Web Site Usage

  • Provides advertisers and agencies with a more complete picture of a newspaper’s full presence and total market coverage


Publisher’s Statement Prototype marketing

Paragraph 1 data remains unchanged.


Publisher’s Statement Prototype marketing

Additions to bottom of page one.


The future for integrated newspaper audience
The Future for Integrated Newspaper Audience marketing

  • Newspaper companies must grow audience beyond the daily printed paper and Web site

  • Development of niche printed products, specialty publications, targeted Web sites, direct mail and events

  • Use product mix of portfolio to develop advertising solutions that target specific audiences (boomers, young adults, Hispanics, working moms, job seekers)

  • Audience aggregation (footprint) measurement demonstrates the delivery of the product mix


Audience aggregation footprint

Print Classified marketingSections

OnlineClassified

Advertising

LocalCommunityNewspaper

Specialty Publication

Newspaper

Web Site

Spanish Language

Publication

Audience Aggregation (Footprint)

DAILY

NEWSPAPER


“All our companies are building an impressive portfolio comprised of many different products. In almost any market across this country, our products can frequently reach virtually any audience an advertiser desires.

How vitally important it is that we get our message out about what a substantive footprint each of us has in our markets.

How important it is to understand our customers' needs and to develop solutions across multiple platforms.”

2007-2008 NAA Chairwoman Susan Clark-Johnson, President, Newspaper Division of Gannett Co., Inc.


Ina summary
INA Summary comprised of many different products. In almost any market across this country, our products can frequently reach virtually any audience an advertiser desires.

  • The Internet is having a profound impact on traditional media audiences and advertising

  • Newspapers are growing audience with their Web sites

  • Integrated Newspaper Audience (INA) demonstrates the value of the combined print and Web site audience

  • INA is helping to offset the decline in Print audience

  • INA is evolving into Audience Aggregation (footprint)


Overall implications for newspapers
Overall Implications for Newspapers comprised of many different products. In almost any market across this country, our products can frequently reach virtually any audience an advertiser desires.

  • Readership of the core printed paper is likely to continue to decline

  • The daily printed product may no longer be the core product for some advertisers

  • Develop targeted niche products and specialty Web sites

  • Position newspapers as part of a multi-media buy

  • Leverage local brand, local news, local relationships – because nobody can “do local” like the newspaper


It is not necessary to change.  Survival is not mandatory.  ~W. Edwards Deming 


Thank You mandatory.  ~W. Edwards Deming 

Gary Meo

512-250-2206

[email protected]


Moderator mandatory.  ~W. Edwards Deming  Mike BlinderPresident, Blinder Group


Moderator mandatory.  ~W. Edwards Deming  Mike BlinderPresident, Blinder Group


E&P Interactive May 2008 Belden Associates mandatory.  ~W. Edwards Deming 



Iron law of marketing
Iron Law of Marketing mandatory.  ~W. Edwards Deming 

“Give customers more of what they say they want and less of what you think they need!”

- Ries and Trout


www.accessabc.com mandatory.  ~W. Edwards Deming 


Page views mandatory.  ~W. Edwards Deming 

Pixels

HTML

XML

Banners

Buttons

Type

Mouse

Click Through

Scroll

Up sell

Uniques

Flash

JPEG

MPEG

ALT Tag

Proxy

URL

Users

Chat

Up Charge

Sky Scrappers

Firewall

HTTP

Protocol

SIG Files

Smiley

Browser

Forum

Server

Bookmarks

Surf

Download

Spam

E Mail

ASCII

TCP/IP

Program

Protocol

Take Rate

Tags

Cache

Assicons

Content

Socket

Port

Blog

Boot

Code

Proxy Server

Beta

Rendered

Bypass

Gateway

Intranet

Batch

Emoticons

Bandwidth

Data

Automatic

DNS

Homepage

Spam

Java

Ranked

Uploads

ISDN

Automatic

Cyberspace

LOL

Hosting

Webopedia


Advertiser Keys mandatory.  ~W. Edwards Deming 

  • REACH

  • FREQUENCY

  • AUDIENCE PROFILE


Program slides: mandatory.  ~W. Edwards Deming  BlinderGroup.com/getinfo

(713) 626-0333 [email protected]

(512) 250 2206 [email protected]

ModeratorMike BlinderPresident, Blinder Group(917) 865-4827 [email protected]

(214) 640-3103 [email protected]


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