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Growing Circulation with an Electronic Edition. Cory Arcarese VP Circulation Colorado Springs Gazette. ABC regulations. ABC has approved our electronic edition subscribers as “hybrid” subscribers.

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Growing circulation with an electronic edition

Growing Circulation with an Electronic Edition

Cory Arcarese

VP Circulation

Colorado Springs Gazette


Abc regulations
ABC regulations

  • ABC has approved our electronic edition subscribers as “hybrid” subscribers.

  • Converted partial-week subscribers to 7 days by adding the electronic delivery to their print package.

  • Users must opt in; the sale cannot be assumed.

  • All reported together – SDR filed

  • Replica vs. non-replica

  • Current 7-Day subscribers with the e-edition can’t be counted twice


Pricing
Pricing

  • Partial-week subscribers who were at full price – upgraded at no additional cost making them 50% off subscriptions

  • No expense for newsprint or carrier delivery.

  • We have begun offering 7-day, hybrid delivery subscriptions to new subscribers.

  • Exclude subscribers on deep discounts


The bottom line
The bottom line

  • By converting many of our Sunday-only and partial-week subscribers to 7 days, we have added about 9,000 copies to our home delivery circulation base.


E paper includes archives
E-paper includes archives

  • An added value and big selling point in converting subscribers was that the electronic edition includes FREE access to archives back to 1988.


Single copy sales
Single Copy Sales

  • Wanting to capitalize on our 20 to 30 daily archives searches, we created a single-copy sales interface for our archives. A non-subscriber wanting to search for a story now buys a one-day, one-week or one-month “pass” to use our archives. These can be counted as circulation, like a rack sale.



Authenticating users
Authenticating users

  • Avoid having to set up thousands of custom accounts.

  • We use their phone number as a unique identifier

  • Last name as password.

  • We query our circulation database to confirm they are active subscribers at a qualifying rate.

  • If their paid subscription lapses, they cannot log in.


Tapping into nie
Tapping into NIE

  • ABC Qualified

  • Teachers must opt in

  • Must order a specific number of copies of the e-paper.

  • We then issue usernames based on the teacher’s name and number ordered (Smith1 thru 25).

  • E-Edition accounts for 21% of our daily NIE number and 73% of Sunday


Mail subscribers
Mail Subscribers

  • Many papers offer mailed subscriptions that are expensive to fulfill and expensive to the customer. We converted ALL of our mail subscriptions to online – a huge savings with very little pushback.


Employee copies
Employee Copies

  • We also converted employees’ free print copies to electronic. ABC allows us to count these 400+ employee copies.

  • Include in intranet newsletters

  • Include in new employee orientation


What you get
What You Get

  • Increased Volume

  • ABC Statement Positive

  • Speed to Market

  • No Delivery Expense

  • No Newsprint Expense

  • Attract new readers

  • Possible Revenue Increase

  • Poor Weather Alternative


What you re in for
What You’re In For

  • Discount Increase – Value Statement

  • Marketing Plan – Acquisition

  • Smart Retention Plan Needed

  • Dependency (1.5% to 13%)

  • Advertising Monetization

  • Competition with Free Site – Publisher, News & Online buy-in

  • Vendor relationship

  • Training of Call Center & other staff


Acquisition
Acquisition

  • Eliminate SO FOD

  • Eliminate other FOD

  • Use profile demos to target same demos in non-subscriber base

  • Create 6 Day FOD to take advantage of pricing

  • Sell e-edition with 7-day subs (multiple sub ABC rule invoked)

  • Sell e-edition to current 7-day subscribers (ABC 25% rule invoked)

  • Sell e-business subscriptions


Retention

  • Branding Campaign for E-Edition – ONE environment

  • Same day starts

  • Offer e-vac’s

  • Piled Up Papers to E-Edition

  • Utilize email vendor for retention and acquisition efforts


Other

  • Continue to expand NIE Online Program

  • Expand NIE to other counties

  • Add weekly SC coupons

  • Electronic Back Issues

  • Third Party Event Sales (1 week subs)

  • Possible JDA with other newspapers – pending ABC approval


Thank you
Thank You

  • Feedback

  • Communication on your programs

  • Share New Ideas:

    Cory Arcarese, VP Circ

    [email protected]


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