carnegie presentation

The Day Publishing Company


Discussion

Strategic pivotMarketing databaseMembership modelSingle customer view


Assessment

Everything is changing at a rapid pace: media, technology, and consumer behaviors• Shift from paper to electronic• Multiplatform, including smart devices•

Consumer increasingly taking charge of when, where and

how they get their information• Content is king.•

Engaging with consumers on a variety of levels is

increasingly important.


Brand positioning

Established a competitive position we could own:

The Day is a hub

of distributed

content

and

conversation with a local connection

from a trusted

source.


Requirements

A content management and digital publishing infrastructureA new publishing structure that utilizes a metered access modelA customized user experience, with single sign‐on authenticationA synergistic advertising, CRM, and consumer business model that identifies and drives significant new revenue growth


What we have known of our subscribers

Subscriber 12,352 of 20,331“Michael Wiggins”


Marketing Database


Assimilate disparate data elements

PRIZM NEDEMOGRAPHICS

(Nielsen)214,284 records

BUSINESS INSTALL(Nielsen)

16,900 records

REQUESTOR(Times/Shore)68,000 records

UPICKEM(Contest/Deals)11,000 records

CLICKSHARE(Website)

24,000 records

VISION DATA(Circulation)

77,000 records

CDS(USPS)

238,000 records

MAAXMARKETING DATABASE


Demographic/psychographic modeling

PRIZM NE

•

Extract key customer elements and CDS‐certified address data from business system.

•

Variables include name, full address, phone, type of subscription, length of subscription, current status (active, former, no history).

• Nielsen appends PRIZM NE codes at the household level or Zip+4

• Data match rate exceed 95%.

•

88% of data coded at the PRIZM household level and 12% at the ZIP+4 level. Nationally, the trend is less than 65%.

Presenter

Presentation Notes

Within our database, we append a variety of third party demographic data sources to our address records. - As with many folks in this room I would presume, the most prominent and practical example is PRIZM NE. - Each year (typically in late Summer), we extract key customer elements from our business system and send to Claritas to append PRIZM codes at the household zip+4 level. - Our data match rate exceeds 95% which is quite good for a consumer database. - 85% of our data is coded at the PRIZM household level, while 12% is coded at the Zip+4 level. - Upon refresh, this data is re-imported into MaaX for our ongoing segmentation analysis and targeted marketing. The PRIZM coding framework serves as the foundation for our demographic segmentation, prospect scoring, and lifestage marketing methodology.


Applications

B2B leads generationCampaign automationCustomer profiling for advertisersCommercial list management servicesMarket segmentation and analytics Member acquisition


Segment market on consumer behaviors

Invest strategy

Harvest strategy

Comparison Index Bar ChartProjected to: The Day Market

Behavior: Newspaper Subscriptions, $500+, 1 year

Source: PRIZM 2010Mediamark Research Inc., 2010Copyright 2011, The Nielsen Company


Lifestage informs channel, messaging, and offer


Qualification / Integration / Conversion


Tactics


Metered access model

Launched Wednesday, September 14All visitors entitled to 10 premium staff‐written articles per month.Registration prompt after three premium views.Access beyond ten premium views requires a reader to be registered and paid.“Register and activate” provision for subscribers.


Creating a value to proprietary contentPREMIUM/METERED:

Content produced by The Day staff, including

Enterprise storiesColumnsNewsBusinessA&EEditorials

Police & CourtsLetters to the EditorStaff & guest columns.Video article pages.Staff photo galleries and panoramas.Audio slideshows.Night & Day tips.Real estate property transactions.


Shift from address‐based to user‐based

Features & Benefits Platinum Gold Silver Digital Nonmember

Monthly Rate $22.99 $18.99 $10.50 $9.99 N/A

Annual Rate $247.99 $199.99 $119.99 $99.99 N/A

The Day home deliveryMonday

SundayThursday

SundaySunday Only N/A N/A

Premium online & mobile contentUnlimited

AccessUnlimited

AccessUnlimited

AccessUnlimited

Access10 articles

per month

theday.com archivesUnlimited

AccessUnlimited

AccessUnlimited

AccessUnlimited

Access N/A

Commenting privileges on theday.com Yes Yes Yes Yes No

The Day’s PressreaderTM

app Included Included Included Included N/A

The Day’s electronic edition Included Included Included Included N/A

The Day’s Passport Rewards programUnlimited

AccessUnlimited

AccessUnlimited

AccessUnlimited

Access N/A

Memberships per account Two (2) Two (2) Two (2) One (1) N/A

Your Town custom news feed FREE FREE FREE FREE FREE


Single sign‐on / universal access


Membership model


Membership Results

703 new members enrolled from 9/14 – 10/24Site registration grew from 15,466 to 27,112 in 3 weeksShift from a 19,850 “household” base to a 31,242 “membership” base – and growing.


Contest Marketing

In 2011, Contests have generated over $130,000 in sponsorship revenueand have produced 14,953 unique registrants


Deal of The Day

Since June, Deal of The Day has netted over $23,000 in revenueout of 4,394 transactions from 6,021 registrants


The Day Passport

Since September, The Day Passport has connected 1,376 premium members with participating businesses


Single Customer View


What we now know of our members

The Day Member Profiles“Carol AND

Michael Wiggins”


Thank you

Daniel L. WilliamsDirector/Audience Development

The Day Publishing Company860.701.4207 | [email protected]

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