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Nuts & Bolts. Newspaper Division. Newspapers…Redefined. Paper. Multi-platform Content Delivery. Topics. Consolidated Media Reports Current and future Magazine and Business Pub approach Verified Home Delivery Preparation and Audit Process Going Digital

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nuts bolts

Nuts & Bolts

Newspaper Division

newspapers redefined
Newspapers…Redefined

Paper

Multi-platform Content Delivery

topics
Topics
  • Consolidated Media Reports
    • Current and future
    • Magazine and Business Pub approach
  • Verified Home Delivery
    • Preparation and Audit Process
  • Going Digital
    • Products, Strategies and Audit Process
  • CAC Acquisition
  • ABC Brand Refresh
slide5
CMR

Launched in 2006

Industry began shifting to total brand identity and metrics

CMR is stand-alone report that allows you to show total media footprint

slide6
CMR

Lower cost, simpler reports:

  • Aggregate data for multiple members
    • Multiple paid
    • Paid and TMC
    • Newspapers and Periodicals
  • Add other print media
    • Magazines
    • Auto Guides
    • Foreign language publications
    • Nonpaid publications
    • Community newspapers
slide9
CMR

More Complex types available:

  • Multi-channel
    • Multiple and varied print media
    • Digital (websites, apps)
    • Social Media (Twitter, Pinterest, Facebook)
    • Trade Shows
    • Text Alerts
    • Newsletters
    • Email campaigns
    • Broadcast metrics
    • Etc.
slide13
CMR
  • Limitations
    • No rankings
    • No comparisons to other publications
    • Nothing promotional
      • “best”, “leading”, “premier”, “#1”, etc.
    • Digital must be real-time
    • All data must be auditable
slide14
CMR
  • Why Release a CMR?
    • Cross-selling
    • Show audience retention/shift
    • Show overall growth/reach
    • Labeling freedom
    • Enhanced visual appeal (charts, graphs, maps, logos, product photos, etc.)
    • Custom format (length, detail, components, time period)
cmr process
CMRProcess

1. Contact ABC

  • ABC Marketing Dept
  • Initial Consultation
  • (Goals, components, time frame, design, etc)
  • Identify Key Stakeholders at Newspaper

2. Pre-Audit Review

  • ABC Marketing Dept (Consults with audit)
  • Feasibility of CMR plan and metrics desired
  • Discuss records available for each component
cmr process1
CMRProcess

3. Cost Estimate

  • ABC Marketing Dept
  • Based on components, metrics and design
  • Invoice issued

4. Draft

  • Pub submits claims and creative design
  • Mutual approval necessary (Newspaper and ABC)
cmr process2
CMRProcess

5. Audit Work

  • ABC Audit Group & Digital Group, if applicable
  • Coordinate and complete audit procedures

6. Proof

  • Results provided to newspaper
  • Proof generated and provided to newspaper

7. Approval & Release

  • Approval by newspaper
  • ABC releases into marketplace
cmr 2 01
CMR2.0
  • CMR task force
    • Created in July 2011
    • Newspaper publishers and buyers
  • Purpose
    • Future of the CMR
    • Database integration
    • More timely reporting
cmr 2 02
CMR2.0
  • Future of the CMR
    • CMR to replace traditional P/S
    • Sunset date for P/S not yet determined
  • Items to consider
    • Data elements
    • Mandatory metrics vs. optional
      • Comparability, yet flexibility
    • FAS-FAX impact
    • CNA member impact
    • Transitional period
cmr 2 03
CMR2.0
  • Database Integration
    • Retain some level of comparability
  • Items to consider
    • What components should be mandatory?
    • Which metrics within each component should be mandatory?
    • Matrix to be developed
cmr 2 04
CMR2.0
  • Timely Reporting of Data
    • Quarterly Par. 3 data (ZIP and County)
    • Via online tool
  • Beta-testing currently in progress
    • Six newspapers
    • Input data using tool
    • Evaluate design, ease of use
    • Gather feedback
    • Develop business rules
cmr 2 05
CMR2.0
  • Business Rule Considerations
    • Who required to file quarterly?
    • Deadlines?
    • Consequences?
    • Can data be modified?
    • Will history of edits and data be visible?
    • Disclosures?
    • Implementation date?
    • Other data to be filed?
      • Top-line print circulation data
      • Digital data
consumer magazines
ConsumerMagazines
  • Timely Reporting
    • Rapid Report tool
    • Established 2006
  • Highlights
    • Prompted by advertisers
    • Shows top-line summary data
    • Available to advertisers in .pdf or Excel
    • 139 titles voluntarily participate (23%)
    • Represents 38 publishers
consumer magazines1
ConsumerMagazines
  • Business Rules for Rapid Report
    • File each issue
    • Initial deadline is end of following month
    • Modifications permitted until P/S filing deadline
    • History retained
    • Must reconcile to P/S
slide27

ABC Publication

Special Issue

consumer magazines2
ConsumerMagazines
  • Future of Rapid Report
    • May become mandatory for larger titles
    • Remain optional for all others
    • Timeline not yet established
consumer magazines3
ConsumerMagazines
  • CMR
    • Launched June 2011
    • 9 total titles released so far
      • 5 already have multiple CMRs
  • Highlights
    • Stand-alone report like newspapers
    • Circulation, digital, e-newsletters, social media and event data
    • One showed global data
business pubs
BusinessPubs
  • CMR
    • Launched December 2008
  • Highlights
    • Optional
    • If used, replaces Publisher’s Statement
    • P/S data shown first
    • No customizing in traditional data
    • Additive and customizable data follows (web, newsletters, trade shows, social media, etc.)
    • Must identify if attempt was made to unduplicate data
verified home delivery1
Verified Home Delivery
  • Requested
    • Residential delivery
    • Opt-in to initiate delivery
    • Opt-out on every issue
    • Additional annual opt-out effort
    • 12-week minimum
  • Targeted
    • Residential delivery
    • Opt-out if service exceeds one day
    • 120-day advance notice on ABC website
verified home delivery2
VerifiedHomeDelivery
  • Audit Process
    • Quantify
    • Obtain recipient file
    • Sample selection
    • Initial recipient contact
    • Field testing
    • Contact publication
    • Rebuttal process
    • Final results tallied
    • Additional audit efforts
verified home delivery3
VerifiedHomeDelivery

1. Quantify

  • Determine average volume for all editions
  • Develop audit plan

2. Obtain recipient file

  • Address-specific
  • Phone numbers, if available
  • Delivery days and windows
  • Copy of all editions

3. Sample selection

  • Selected by auditor
  • Not shared until testing complete
verified home delivery4
VerifiedHomeDelivery

4. Initial recipient contact

  • Letter & phone campaigns
  • Confirm
    • Receipt (targeted)
    • Order (requested)
  • Response rates vary, but typically low

5. Field testing

  • Set of auditors sent into market
  • Visual observation to confirm delivery
  • Subscriber contact if necessary
  • Summarize results
verified home delivery5
VerifiedHomeDelivery

6. Contact publication

  • Any delivery issues over last 3-6 months?
  • Factor into audit results
  • Present net results to publication

7. Rebuttal process

  • “No goods” (NGs)
    • Recipients who didn’t respond
    • No observation of delivery
    • Delivery issues didn’t account for lack of response or lack of delivery
  • Publication given chance to refute NGs
    • Affidavits, phone calls, etc.
verified home delivery6
VerifiedHomeDelivery

8. Final results tallied

  • % of sample that are NGs applied to total Verified, HD circulation
  • Up to 15% error allowed without deduction
    • For total Verified, HD
    • That’s Requested and Targeted together

9. Additional audit efforts

  • Confirm other qualification requirements
    • Opt-in for requested
    • Opt-out efforts for both
    • Website postings for targeted
verified home delivery7
VerifiedHomeDelivery
  • Helpful Hints
    • Understand audit requirements
    • Reasonable response time to auditors
    • Shorter delivery windows
      • Reduces risk of errors
      • Less cost
    • Maintain address-specific route lists
      • Complete and updated for move-outs, vacant homes, etc.
      • Conduct internal review of files
      • Don’t let them get too far out-of-date
    • Retain phone numbers, when possible
verified home delivery8
VerifiedHomeDelivery
  • More Helpful Hints
    • Know & track delivery problems for each issue
    • Post your targeted programs online
      • Check and update regularly
    • Self-audit
      • Don’t go into audit blindly
      • Execute efforts, randomly, to confirm delivery is occurring
      • Don’t inform distributors and carriers of your self-audit timing
      • Create culture of adherence to delivery schedules and policies
verified home delivery9
VerifiedHomeDelivery
  • Last One…
    • Consult your audit manager if you are just developing a verified program or you plan a significant change in volume
going digital1
Going Digital
  • What are Your Digital Products?
    • Restricted-access web site
      • Registration and log-in required
    • E-reader
      • Kindle, Nook, etc.
    • Tablet app
      • iPad, Samsung, Kindle Fire, etc.
    • Mobile app
      • iPhone, Android, etc.
    • Other?
going digital2
Going Digital
  • Potential as a Digital Edition
    • Product must be news-focused
      • Content must have correlation to your print product
      • May be replica or nonreplica of print
    • May have different name
      • If name is substantially different, then product must reflect it is a brand related to the ABC member
going digital3
Going Digital
  • Determine strategies
    • How do you sell digital?
    • What metrics do you want?
    • What is best ABC approach for you?
going digital4
Going Digital
  • Qualification
    • Paid
      • Proof of incremental pricing
      • Access every 30 days
    • Verified
      • Proof of access every 30 days
going digital5
Going Digital
  • Audit Process
    • ABC book for digital circulation
    • Identify all digital products claimed
    • Incremental Pricing
    • Confirm access, when applicable
going digital6
Going Digital

1. ABC Book for Digital Circulation

  • Foundation for audit
  • Most overlooked by publications
  • Often a manually compiled spreadsheet
  • Reflect same categories as P/S

2. Identify all Digital Products Claimed

  • Provide access to all products
  • Auditor reviews all products
  • Confirms eligibility as digital editions
going digital7
Going Digital

3. Incremental Pricing

  • Include digital subscribers in master listing provided for “Nth”
  • Tested as part of subscriber file
  • Auditor ties digital to the print account
  • Auditor confirms order and payment
  • Publication provides list of all promotional codes used in audit period.
    • What each means
    • Hard copy offer associated with it
    • Critical to audit
going digital8
Going Digital

4. Confirmation of Access

  • Know your provider
    • What is tracked, output reports, detail support
  • Consult with audit manager in advance if you have concerns or questions
  • Testing
    • Publication walks auditor through process of quantifying for Publisher’s Statement and details to support that data
    • Explain any adjustments made (i.e. de-duping)
    • Auditor selects a month
    • Auditor reviews log files (retain for audit)
cac acquisition1
CAC Acquisition
  • Transaction
    • Approved Nov. 2 via CAC member vote
      • 88% in favor
      • CAC becomes a subsidiary
      • Cashless transaction
  • Initiative led by media buyers
    • Integrate data into a single database
    • Evolve to common set of qualification guidelines and labeling standards
  • Benefits to CAC members
    • Visibility in ABC database
    • Opportunity for ABC’s ancillary services
cac acquisition2
CAC Acquisition
  • CAC will operate independently
    • Responsible for own revenue (member charges) and expenses
    • Retains its own board of directors
    • Retains CAC name and logo
  • Back office operations consolidated
    • Accounting, report processing, etc.
cac acquisition3
CAC Acquisition
  • CAC members retain relationship directly with CAC.
    • Contacts
    • Filing Publisher’s Statements
    • Audit rules
    • Auditors and audit process
    • Reporting formats
    • Audit costs
the conference1
The Conference

Now

  • Opening Reception
    • 5:00 – 6:30 pm Majestic Ballroom – 5th floor

Tomorrow

  • Breakfast
    • 7:30 – 8:30 am Gershwin Ballroom – 4th floor
  • General Session
    • 8:30 – Noon Majestic Ballroom – 5th floor
  • Luncheon
    • 1:00 – 3:00 pm Majestic Ballroom – 5th floor
  • Divisional Meeting
    • 3:00 – 4:30 pm Pearl Room – 9th floor