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

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Growing Circulation with an Electronic Edition

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  1. Growing Circulation with an Electronic Edition Cory Arcarese VP Circulation Colorado Springs Gazette

  2. 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

  3. 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

  4. 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.

  5. 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.

  6. 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.

  7. Online archives “pass”

  8. 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.

  9. 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

  10. 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.

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

  16. 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

  17. Thank You • Feedback • Communication on your programs • Share New Ideas: Cory Arcarese, VP Circ cory.arcarese@gazette.com

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