comdial 2000 media proposal wednesday, january 12, 2000

Comdial 2000 Media Proposal

Wednesday, January 12, 2000

Table of Contents

• Overview• Parameters

– Budget– Timing– Geographic Coverage

• Target Audience Review• Objectives• Strategies

– Tactics

• Digital 1/0 Media Selection Process

• Media Evaluation Criteria• Schedule Development

Process

• Recommended Schedule– Digital 1/0 Rankers– Digital 1/0 Summary– Vehicle Selection

• Rationale

– Flowchart/Schedule

• Budget Summary • Online Discussion• Value Added Merchandising• Appendix

– Closing Dates– Rec/Not Rec– Circulation Comparison– Editorial Comparison– Publication Duplication

Overview

• Purpose of this plan is to continue the effort started in Q4 ‘99 to build brand awareness of Comdial among it’s target audiences

• This plan will use a mix of horizontal and vertical media to reach the target audience

• Target audiences will be reviewed in terms of their influence on determining telecommunications solutions– Including a re-visit of 1999 analysis

Parameters• Timing: March 2000 through November 2000

• Budget: $1,380,000 NET

• Geographic Coverage– Domestic U.S.

• Ad Unit: C

Target Audience Review

• Job Titles/Functions– Corporate and Senior Management (CxO)– IT Management

• VP, Senior level IS/IT• MIS/IT Staff

– Functional Management• Telecom Managers• Office Managers

– Vertical Market Management• Directors, Owners, Administrators of nursing and assisted

living facilities• Directors, Managers, Property Managers of hospitality

locations• Real estate brokerage Office Managers/Division Managers• Call Center Directors


• Vertical Markets– Assisted Living– Hospitality– Call Centers– Real Estate Brokerages


• Establish the influence each audience has on the adoption of a Comdial business solution

• Examine the mindset of each audience as it relates to their functional area in a corporation– Corporate and Senior Management– IT Management– End Users– The Channel

From 1999

Target Audience: Corporate (CxO) and Senior Management

• Involvement with Technology (A.T. Kearney)– Over 50% assert that “technology decisions are an

integral part of the strategic decision process”– 91% say technology investment is important in

helping realize corporate goals and objectives– 69% have knowledge of working technologies in

their company and the impact it has on performance– 40% of CEOs and senior executives spend more

than 10% of their time on technology issues for their companies

From 1999

Target Audience: Corporate and Senior Management (Cont.)

– Initiators of IT Projects/Solutions• 46% are non-IT business managers• 37% are IT managers• 17% are board level management

– Telecommunications is identified by top management is the second most significant technology that will have the greatest impact on their business in the future. Networking is first.

From 1999

Target Audience: Corporate and Senior Management (Cont.)

• Involvement with Technology (Fortune Study)– 47% of non-technical mangers are more likely than

two years ago to express opinions on technology business solutions

– 70% of top managers (CEO, CIO, CFO, Chairman, senior VP) are directly involved in determining corporate technology solutions

– 60% of top managers are involved in brand/product selection

From 1999

Target Audience: IT Management

• Primary evaluator and implementers of technology solutions

• CIO and IT Directors are part of the “management team” that define technological solutions for corporate business objectives

• Targetable by technology functional area• High pain point due to pressures from above

and pressures from users • 96% (85% in 2000) specify a technology need• 69% (92% in 2000) recommend vendor

From 1999

12

Target Audience: Convergence of IT and Top Management

90%

80%

70%

60%

50%

40%

30%

20%

10%

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% In

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Determining Setting Creation Technical Specifying/ Recommending FinalNeeds Business Info Sys Evaluation Selecting Acquisitions Approval for

Goals, Budget Strategies or Specs Brands/Vendors Acquisitions

Simmons CompPro VII - 1999

IT

Tech InvolvedCorporate Mgmt.

Tech InvolvedLine of Business

Base = Total Study

From 1999; Updated for 2000

Target Audience: End Users

• Primary users of technology• Looking for better ways to do their job but not

completely empowered to implement better ways

• Concerned with productivity• Looking for niche-specific applications to

support their functional area• Effect technology product sales both directly

and indirectly

From 1999

Target Audience: The Channel

• Will sell what is easiest to sell• Need manufacturer support• Need strong market support for distributed

product• 82% of VARS place a high value on the level

of end user promotion (CMP)• This audience needs to know that if they take

on a new product line that it will receive proper support in the marketplace

From 1999


• Top Down versus Bottom Up– Top Management can have enormous effect on

technology issues that support their business mission

– Top Management can greatly affect stock market valuation

– End users want a product that works. Don’t care about P/E issues and “business mission”

– The IT audience has strong influence on sales. Enterprise-wide

– The end user audience has an influence on divisional/departmental sales

From 1999

From 1999


• Acknowledging top management's role in determining technology solutions, use business print titles that are effective in reaching this audience

• Acknowledging IT’s role in product selection and evaluation, use IT print journals

• Support print program with IP media (online media)– Web site sponsorship– Banner ads– Email Sponsorships

From 1999


• Functional Management– Defined as telecom managers and office managers,

these titles are instrumental in the details of selecting a telecommunications solution

– This is where the CxO statement: “Our phone system &$#@*’s! Get this thing fixed!” translates into actual product exploration, evaluation, and consideration

– These titles are the “go to” types within an organization….the one end users call when they have a problem. They are therefore in serious need of an “out” to their telecommunications problems

– Comdial must get in front of this audience and give them that “out”


• Vertical Market Management– Specific and individual needs for

telecommunications solutions– Very influential as in many cases, there are not

centralized IT structures in place– The inherent “satellite” or “smallness” of vertical

market location and needs necessitate specific solutions

– These specific solutions are are covered in depth by vertical trade journals


• What about the End User?– Large waste factor to job titles that have no effect

on either IT/telecommunications or top management issues

• Minimal reach to top management• No reach to IT• Buying interests are with products specific to the vertical (in

assisted living: bathing lift products, furniture, incontinence products, laundry and supplies)

– Reach to this audience will happen through vertical market program in vertical markets as well as spill from top management media vehicles (2000)

From 1999


• What about the Channel?– Reach to this audience is important but not within the

limited launch budget and primary objective framework. Spill reach will be achieved through IT books

– The most important concern to this audience is “Can I move this product?” The product can’t be moved if it isn’t known.

• VARS want to see heavy awareness building programs• VARS want product promotion in the marketplace• VARS want their job made easy

– Net: Comdial channel must have confidence that it’s customer base is familiar enough with the brand name to make the channel sale easy from the perspective of awareness. This is achieved via primary target advertising (2000)From 1999

Target Audience Review: Summary

• Continue to achieve reach to:– Corporate and Senior Management– IT Management– Functional Management

• Telecom Managers• Office Managers

– Vertical Market Management• Directors, Owners, Administrators of nursing and assisted living

facilities• Directors, Managers, Property Managers of hospitality locations• Real estate brokerage Office Managers/Division Managers• Call Center Directors

– No specific reach to:• End Users, other than spill• The Channel

Objectives

• Develop a media program that targets those having influence (both solution approval and solution evaluation) over their company’s business processes and telecommunications needs

• Sustain a maintenance level media program continuing efforts started in 1999

• Choose media based on their ability to reach the target audience

• Seek budget-extending, value-add programs capitalizing on trade show and seminar events

Strategies

• Deliver a top level flighted brand awareness program– Maximize exposure with weekly business journals

• Support brand building efforts with longer shelf life media – Monthly print media that reach the individual target

audience titles

• Select media that is editorially suited to those companies that are in need of specific telecommunications solutions

• Continue awareness to the IT “evaluator” audience

Strategies

• Maximize target audience coverage within specified vertical markets– Using specific vertical trade journals

• Develop high frequency levels in flight across key target segments to achieve objectives– With budget in mind, develop a schedule consisting

of compressed flights to maximize awareness

Strategies

• Ensure relevant context for message positioning: – Business Methods Business Success

– Technology Solutions Technology Success

• Use business focused media for relevant alignment with Comdial’s business benefits

• Use technology focused media for relevant alignment with Comdial’s technology benefits

Strategies

• Establish exacting criteria for media evaluation– Ensuring effective and cost-efficient reach of all

target audience segments

• Institute specific process for measuring, rating, and selecting media using these criteria

• Establish Metrics Evaluate Score Select

The Digital 1/0 Selection Process

• Numerical evaluative process placing strategic selection criteria behind the numbers

• Establishes and controls the selection process parameters

• Provides logical rationale for media selection

• Captures qualitative evaluators and translates to quantitative

The Digital1/0 Selection Process• Measurement criteria translated into logical (the 1/0)

values– Setting minimum thresholds for each measurement

• Example - for business publications, target audience threshold settings are:– 30% + of circulation must be Cxo’s– 95% of circulation must be qualified within one year

• Media ranked by cumulative ratings across multiple criteria– Detailed ratings and threshold values shown in Appendix

CPM Target Audience

Circ Qualification

Time Spent Reading

Ad/Edit Ratio

Ad Page Growth

Company Revenue

Company Size

Editorial Affinity

Syndicated Measurements

<$50 >60% >95% >40 Min <50% >0% >$30M >300 >70% >Top Ten

The Digital 1/0 Selection Process

• Selection process also includes consideration of external factors, including media relationships, relative market position and past performance

• Recommendation based on media with highest ratings, incorporating– Mix of business, telecom and vertical publications

• To insure relevant context messaging

Media Evaluation Criteria

• Target audience coverage– Percent of circulation that matches target audience

definition (job title)– Percent of circ reaching companies with fewer than

500 employees– “Plan to buy/involved in purchase of” rankings from

syndicated research• personally involved in purchasing telecommunications

products• personally involved in purchasing communications/fax

software• "plan to buy" telecommunications hardware• “plan to buy" Internet telephony software

Media Evaluation Criteria

• Editorial quality– Measured by ratio of ads to editorial content and

growth in ad pages– Topic Affinity. Does the medium cover the relevant

issues?

• Circulation Vitality– Measured by percent re-qualified within one year– Measured by percent direct written request/paid

• Cost-efficiency– Measured by cost per thousand on total circulation

Schedule Development Process

• 1999 launch level “run rate” was $270K/mo. • The 2000 budget will yield run rates:

– $138K/mo. for ten month period (Feb.-Dec.)– $230K/mo. For six month period (March-May; Sept.-Nov.)

• Two, three month flights are recommended to achieve acceptable run rate for maintenance campaign

• Using recommended media, maximize impact by determining effective in-flight frequency– Establish criteria corresponding to issue frequency:

• Weeklies: Minimum 2 out of 4 insertions• Bi-Weeklies: Minimum 2 out of 2 insertions• Monthlies: Minimum 6 insertions

Digital 1/0 Criteria: The Numbers

• Top Management Ranker• IT Management Ranker• Under 500 Employees Ranker• Involved in Purchasing Telecommunications• Will Purchase CTI in Next 12 Months• Will Purchase Communications/Fax in Next 12

Months• Digital 1/0 Summary: Business/IT• Digital 1/0 Summary: Telecom• Digital 1/0 Summary: Call Center• Digital 1/0 Summary: Vertical Markets

Digital 1/0 Criteria: Top Management Ranker

Source: Intelliquest CIMS v6.0

Rank Unwgt (000) %Cov %Cov %Comp Index Totals 1074 5732 100 20.1 100

Wall Street J ournal 435 893 15.58 6 25.95 129PC Magazine 262 642 11.2 8 18.65 93PC World 235 542 9.46 9 17.38 86Business Week 226 394 6.87 14 21.96 109PC Computing 154 381 6.65 15 18.52 92New York Times 184 363 6.33 18 21.63 108Inc. 160 347 6.05 21 36 179Forbes 182 345 6.02 22 26.08 130Kiplinger's Prs Fin 142 321 5.6 25 27.51 137Fortune 178 307 5.36 26 22.81 113Golf Magazine 138 285 4.97 28 19.76 98Yahoo! Internet Life 98 242 4.22 31 15.99 80Wired 87 233 4.06 32 23.44 117Entrepreneur 96 230 4.01 33 29.87 149Computerworld 95 210 3.66 34 15.63 78

Digital 1/0 Criteria: IT Management Ranker


Rank Unwgt (000) %Cov %Cov %Comp Index Totals 1890 1519 100 5.33 100

CIO Magazine 493 154 10.14 16 40.63 763InformationWeek 829 278 18.3 6 31.81 597Network Computing 761 223 14.68 11 27.53 517InfoWorld 693 270 17.77 7 25.99 488Network World 412 111 7.31 22 24.94 468Internet Week 362 138 9.08 17 24.17 454Performance Compting 86 40 2.63 54 23.12 434Computerworld 722 307 20.21 3 22.84 429Beyond Computing 259 72 4.74 38 22.15 416PC Week 714 279 18.37 5 22.06 414Network Magazine 245 89 5.86 29 21.29 400Mobile Comp and Comm 249 72 4.74 37 19.41 364Communication News 95 42 2.76 51 18.75 352

Digital 1/0 Criteria: Under 500 Employees


Rank Unwgt (000) %Cov %Cov %Comp Index

Inc. 351 690 4.18 30 71.58 124Entrepreneur 217 501 3.03 40 65.06 112Wall Street J ournal 1043 1957 11.85 7 56.87 98PC Magazine 1128 1866 11.3 8 54.21 94Fortune 405 712 4.31 26 52.9 91Harvard Business Rev 105 186 1.13 66 52.39 90Forbes 383 687 4.16 31 51.93 90CFO 180 206 1.25 62 51.63 89Business Week 539 918 5.56 21 51.17 88Software Development 94 142 0.86 76 51.08 88Economist 107 246 1.49 58 50.93 88SmartMoney 207 382 2.31 45 48.48 84Dr Dobb's J ournal 89 106 0.64 85 47.96 83Mobile Comp and Comm 174 176 1.07 71 47.44 82Communication News 83 106 0.64 84 47.32 82Computerworld 513 615 3.72 33 45.76 79Industry Week 111 107 0.65 83 45.73 79Internet Week 259 260 1.57 55 45.53 79

Digital 1/0 Criteria: Involved in purchasing Telecommunications

Rank Unwgt (000) %Cov %Comp Index Totals 2443 6473 100 22.7 100

CIO Magazine 435 150 2.32 39.58 174Network Computing 674 303 4.68 37.41 165Network World 393 156 2.41 35.06 154Internet Week 347 200 3.09 35.03 154InformationWeek 681 297 4.59 33.98 150Inc. 265 323 4.99 33.51 148Computerworld 636 449 6.94 33.41 147Wall Street J ournal 838 1086 16.78 31.56 139PC Week 649 397 6.13 31.38 138InfoWorld 586 323 4.99 31.09 137Wired 332 309 4.77 31.09 137CFO 191 123 1.9 30.83 136Entrepreneur 158 237 3.66 30.78 136PC Computing 644 624 9.64 30.34 134TWA Ambassador 43 31 0.48 30.1 133Computer Shopper 621 596 9.21 30.09 133


Digital 1/0 Criteria: Will purchase CTI in next 12 months

Unwgt (000) %Cov %Comp Index Totals 171 287 100 1.01 100

Network Magazine 21 14 4.88 3.35 333Internet Week 34 19 6.62 3.33 331InformationWeek 66 28 9.76 3.2 318CIO Magazine 49 12 4.18 3.17 315CFO 12 11 3.83 2.76 274Network World 47 11 3.83 2.47 246Network Computing 64 19 6.62 2.35 233Life 34 51 17.77 2.34 233Performance Compting 9 4 1.39 2.31 230PC Week 55 29 10.1 2.29 228Govt Computer News 15 10 3.48 2.26 225PC Computing 54 42 14.63 2.04 203Computer Shopper 51 39 13.59 1.97 196Entrepreneur 21 15 5.23 1.95 194Premiere 11 8 2.79 1.94 192InfoWorld 64 20 6.97 1.92 191Independent Business 4 3 1.05 1.83 182Outside Magazine 12 12 4.18 1.8 179Software Development 14 5 1.74 1.8 179Business Week 41 31 10.8 1.73 172


Digital 1/0 Criteria: Will purchase Communications/Fax in

next 12 months


Rank Unwgt (000) %Cov %Cov %Comp Index

Network Computing 421 187 8.71 16 23.09 307PC Week 421 287 13.37 11 22.69 302Network World 229 89 4.15 45 20 266InformationWeek 408 173 8.06 20 19.79 263Network Magazine 137 82 3.82 46 19.62 261CIO Magazine 230 72 3.36 50 19 252Inter@ctive Week 124 77 3.59 48 18.42 245InfoWorld 383 186 8.67 18 17.9 238Internet Week 203 101 4.71 39 17.69 235PC Computing 406 348 16.22 8 16.92 225Performance Compting 44 29 1.35 73 16.76 223PC Magazine 619 556 25.91 1 16.15 215Smart Computing 56 75 3.49 49 15.34 204Computer Shopper 378 300 13.98 9 15.14 201Family PC 128 164 7.64 21 14.76 196Internet World 112 81 3.77 47 14.44 192Wired 179 142 6.62 26 14.29 190Delta Sky 111 98 4.57 41 14.24 189Home Office Computg 101 133 6.2 31 14.21 189Computerworld 357 187 8.71 17 13.91 185

Digital 1/0 Summary: Business/IT

Target Audiece

PublicationTotal Circ Net Rate CPM

CPM Score CXO Score VP IS Score

IS Managers Score

MIS/IT Staff Score

Business PublicationsBusiness 2.0 210,000 $16,158 $77 1 43% 1 10% 0 19% 0 8% 0Inc. 660,144 $46,000 $70 1 36% 1 0% 0 8% 0 0% 0Information Week 400,000 $28,930 $72 1 18% 0 4% 0 36% 1 25% 1Wall Street Journal 1,895,859 $101,890 $54 1 48% 1 6% 0 2% 0 1% 0Business Week 922,862 $46,963 $51 1 29% 1 5% 0 0% 0 6% 0Fast Company 326,695 $28,543 $87 1 21% 0 0% 0 2% 0 8% 0

WSJ Rates based on 10,000 line rate >25% >10% >25% >24%

Ad Page GrowthNetwork Managers Score

Telecomm Mngmnt Score

Call Center Mgrs/Dir Score Score Score Score Score

TOTAL SCORE

65% 65%0% 0 0% 0 0% 0 62% 1 100% 1 50% 1 356% 1 6 8% 0 10% 0 0% 0 72% 1 96% 1 60% 0 1% 1 5 0% 0 2% 0 0% 0 41% 0 100% 1 60% 0 13% 1 5 0% 0 1% 0 0% 0 23% 0 74% 0 49% 1 6% 1 4 6% 0 7% 0 0% 0 18% 0 89% 0 60% 0 1% 1 3 0% 0 0% 0 0% 0 49% 0 80% 0 50% 1 50% 1 3

>24% >24% >5% >50% >95% <60% >0

% AdsCirculation VitalityCompany Size

Digital 1/0 Summary: Telecom Target

Audiece



IS Managers Score

MIS/IT Staff Score

Telecomm PublicationsCommunications News 81,668 $6,000 $73 1 33% 1 0% 0 15% 0 0% 0Communications Solutions (formerly CTI) 66,590 $5,568 $84 1 23% 1 0% 0 21% 0 0% 0Computer Telephony 110,187 $8,797 $80 1 20% 1 0% 0 0% 0 21% 1Office Systems 99 100,225 $6,571 $66 1 35% 1 16% 1 0% 0 0% 0Internet Telephony 50,000 $4,293 $86 1 23% 1 0% 0 17% 0 0% 0Teleconnect 36,751 $5,865 $160 0 40% 1 0% 0 19% 0 11% 0

>20% >10% >25% >20%




TOTAL SCORE

65% 65%47% 1 0% 0 0% 0 57% 1 100% 1 50% 1 0% 0 6

5% 0 20% 0 0% 0 0% 0 80% 0 50% 1 29% 1 40% 0 17% 0 3% 0 23% 0 89% 0 60% 0 1% 1 40% 0 0% 0 0% 0 51% 1 0% 0 0% -11% 0 49% 0 21% 0 0% 0 35% 0 0% 0 0% 100% 1 30% 0 0% 0 0% 0 100% 1 0% 0 0% -27% 0 2

>24% >24% >50% >95% <60% >0


Digital 1/0 Summary: Call Center Target

Audiece



IS Managers Score

MIS/IT Staff Score

Call Center PublicationsCall Center Magazine 55,255 $5,665 $103 1 23% 0 4% 0 7% 0 0% 0Customer Support Management 42,000 $6,723 $160 0 28% 1 0% 0 28% 1 0% 0Call Center Solutions 48,308 $5,462 $113 0 35% 1 12% 1 0% 0 0% 0

>25% >10% >15% >15%




TOTAL SCORE

65% 65%6% 0 16% 1 0% 0 53% 1 100% 1 55% 1 -9% 0 5

0% 0 0% 0 0% 0 60% 1 0% 0 60% 0 14% 1 40% 0 0% 0 11% 0 0% 0 100% 1 0% 30% 1 4

>15% >15% >15% >50% >95% <60% >0


Digital 1/0 Summary: Verticals Publication

Total Circ Net Rate CPM


IS Managers Score

MIS/IT Staff Score

Network Managers Score

Assisted Living PubsAssisted Living Today 15,000 $2,930 $195 1 0% 0 0% 0 0% 0 0% 0 0% 0Contemporary Long Term Care 39,195 $4,675 $119 1 15% 0 0% 0 0% 0 0% 0 0% 0Health Management Technology 40,307 $4,199 $104 1 52% 1 0% 0 13% 0 0% 0 0% 0McNight's Long Term Health Care 39,195 $0 1 15% 0 0% 0 0% 0 0% 0 0% 0Hospitality Technology 40,307 $0 1 52% 1 0% 0 13% 0 0% 0 0% 0Hospitality PublicationsLodging 52,463 $5,865 $112 1 16% 0 0% 0 0% 0 0% 0 0% 0Hotels Magazine 38,156 $6,855 $180 0 28% 1 0% 0 0% 0 0% 0 0% 0Hotel Business 42,677 $4,837 $113 1 48% 1 0% 0 1% 0 0% 0 0% 0Lodging Hospitality 46,927 $7,021 $150 0 16% 0 0% 0 0% 0 0% 0 0% 0Hospitality Technology 12,539 $3,965 $316 0 0% 0 0% 0 0% 0 0% 0 0% 0Hotel Motel Managment 60,016 $9,835 $164 0 0% 0 0% 0 0% 0 0% 0 0% 0Realtor PublicationsRealtor Magazine 123,830 $0 1 15% 0 0% 0 0% 0 0% 0 0% 0

Target Audiece

Ad Page Growth


Dir/Owners/ Admin Score

Brokerage Office Mgrs Score

CC Mgrs/Dir Score Score Score Score Score

TOTAL SCORE

0% 0 14% 0 0% 0 0% 0 93% 1 98% 1 50% 1 20% 1 5

0% 0 35% 1 0% 0 0% 0 92% 1 82% 0 60% 0 12% 1 4

3% 0 22% 0 0% 0 0% 0 0% 0 90% 1 0% 1 0% 0 4

0% 0 35% 1 0% 0 0% 0 81% 1 82% 0 60% 0 12% 1 43% 0 22% 0 0% 0 0% 0 0% 0 90% 1 0% 1 0% 0 4

0% 0 57% 1 0% 0 0% 0 57% 2 0% 0 0% 1 0% 0 50% 0 49% 1 0% 0 0% 0 27% 0 84% 0 57% 1 7% 1 40% 0 25% 1 0% 0 0% 0 29% 0 81% 0 0% 1 0% 0 40% 0 0% 0 0% 0 0% 0 50% 0 90% 1 60% 0 3% 1 20% 0 0% 0 0% 0 0% 0 69% 2 0% 0 0% 0% 0 20% 0 0% 0 0% 0 0% 0 0% 0 0% 0 0% 0% 0 0

0% 0 0% 0 100% 1 0% 0 97% 1 99% 1 45% 1 12% 1 6>24% >24% >24% >5% >50% >95% >60% >0

% AdsCirculation VitalityBed/Room Size

March April May June July August September October November December Total Total

6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 Pages Cost

Publication

Domestic Publications

Business 2.0 9 $145,422

Business Week 12 $563,556

Inc. 9 $414,000

Information Week 16 $347,160

Communication News 6 $36,000

Computer Telephony 10 $83,430

Call Center Magazine 9 $57,069

McNight's Long Term Care 9 $46,512

Lodging 9 $52,785

Realtor 9 $50,612

Total Insertions: 98 $1,796,546

Weekly publication Bi-weekly publication Monthly publication

ComdialRecommended Schedule: Optimal

Media Flowchart


6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 Pages Cost

Publication


Business 2.0 7 $113,106


Inc. 6 $276,000

Information Week 11 $260,370



Lodging 7 $41,055

Realtor 7 $39,365


Weekly publication Bi-weekly publication Monthly publication

ComdialRecommended Schedule: No Call Center

Media Flowchart


6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 Pages Cost

Publication


Business 2.0 7 $113,106


Inc. 9 $414,000

Communication News 6 $36,000



Lodging 9 $52,785

Realtor 9 $50,612


ComdialRecommended Schedule: No Call Center - No IT

Media Flowchart

PublicationEarned

RateNegotiated Net Cost

Savings off Earned Rate

# of Insertions Total Cost Circulation

Total Impressions

Total CPM

Total Ratio to Budget

Business 2.0 $31,374 16,158$ 48% 9 145,422$ 210,000 1,890,000 77$ 8%

Business Week $68,638 46,963$ 32% 12 563,556$ 922,862 11,074,344 51$ 31%

Inc. $63,584 46,000$ 28% 9 414,000$ 660,144 5,941,296 70$ 23%

Information Week $30,392 28,930$ 5% 12 347,160$ 400,000 4,800,000 72$ 19%4

Total Business Buy: 30 1,470,138$ 23,705,640 62$ 82%Communication News $8,118 6,000$ 26% 6 36,000$ 81,668 490,008 73$ 2%

Computer Telephony $8,400 8,343$ 1% 10 83,430$ 110,187 1,101,870 76$ 5%

Total Telecomm Buy: 16 119,430$ 1,591,878 75$ 7%Call Center Magazine $8,120 6,341$ 22% 9 57,069$ 55,255 497,295 115$ 3%

Total Call Center Buy: 9 57,069$ 497,295 115$ 3%McNight's Long Term $6,112 5,168$ 15% 9 46,512$ 39,195 352,755 132$ 3%Care

Lodging $6,120 5,865$ 4% 9 52,785$ 52,463 472,167 112$ 3%

Realtor $6,248 $5,624 10% 9 50,612$ 123,830 1,114,470 45$ 3%

Total Vertical Buy: 27 149,909$ 1,939,392 77$ 8%

Total Insertions: 82Total Media Cost: $237,104 175,392$ 26% 1,796,546$ 27,734,205 65$ 100%

Total Print Budget: 1,380,000$ (Over)/Under (416,546)$

Comdial Budget SummaryOptimal

PublicationEarned




Total Impressions

Total CPM


Business 2.0 $31,374 16,158$ 48% 7 113,106$ 210,000 1,470,000 77$ 8%

Business Week $68,638 46,963$ 32% 12 563,556$ 922,862 11,074,344 51$ 41%

Inc. $64,953 46,000$ 29% 6 276,000$ 660,144 3,960,864 70$ 20%

Information Week $30,392 28,930$ 5% 9 260,370$ 400,000 3,600,000 72$ 19%2

Total Business Buy: 36 1,213,032$ 20,105,208 60$ 88%Computer Telephony $8,120 8,798$ -8% 6 52,788$ 110,187 661,122 80$ 4%

Total Telecomm Buy: 6 52,788$ 661,122 80$ 4%McNight's Long Term $6,112 5,168$ 15% 7 36,176$ 39,195 274,365 132$ 3%Care

Lodging $6,120 5,865$ 4% 7 41,055$ 52,463 367,241 112$ 3%

Realtor $6,248 $5,624 10% 7 39,365$ 123,830 866,810 45$ 3%



Total Print Budget: 1,380,000$ (Over)/Under (2,416)$

Comdial Budget SummaryNo Call Center

PublicationEarned




Total Impressions

Total CPM


Business 2.0 $31,374 16,158$ 48% 7 113,106$ 210,000 1,470,000 77$ 8%

Business Week $68,638 46,963$ 32% 12 563,556$ 922,862 11,074,344 51$ 41%

Inc. $63,584 46,000$ 28% 9 414,000$ 660,144 5,941,296 70$ 30%

Total Business Buy: 28 1,090,662$ 18,485,640 59$ 80%Communication News $8,118 6,000$ 26% 6 36,000$ 81,668 490,008 73$ 3%

Computer Telephony $8,400 8,343$ 1% 10 83,430$ 110,187 1,101,870 76$ 6%

Total Telecomm Buy: 16 119,430$ 1,591,878 75$ 9%McNight's Long Term $6,112 5,168$ 15% 9 46,512$ 39,195 352,755 132$ 3%Care

Lodging $6,120 5,865$ 4% 9 52,785$ 52,463 472,167 112$ 4%

Realtor $6,248 $5,624 10% 9 50,612$ 123,830 1,114,470 45$ 4%



Total Print Budget: 1,380,000$ (Over)/Under 19,999$

Comdial Budget SummaryNo Call Center - No IT

Schedule Delivery: Reach/Frequency

Source : IQ Computer Industry Media/Business Influencer Study V6.0

PublicationCriteria Mgmt IS/ IT All Mgmt IS/ IT All Mgnt IS/ IT All

Business Week 12 12 12 12 12 12 12 12 12Inc. 9 9 9 6 6 6 9 9 9Communication News 6 6 6 0 0 0 6 6 6InformationWeek 16 16 16 11 11 11 0 0 0

Total Inserts 43 43 43 29 29 29 27 27 27Gross Impressions 9646 6249 15883 7861 4481 12356 8127 1802 9893Net Reach 1530 648 2172 1434 599 2022 1466 301 1760Reach Percent 26.7 42.7 29.78 25.01 39.45 27.74 25.57 19.79 24.14Average Frequency 6.3 9.64 7.31 5.48 7.48 6.11 5.55 6 5.62Gross Rating Points 168 412 218 137 295 169 142 119 136

No CC/ ITOptimal Schedule No CC

Print Value Added Merchandising

• Target Merchandising Tactics– Web Site Hotlinks– Readership Studies– Post Benchmark Study– Bonus Pages– Starch/Harvey Ad Studies– Email Newsletter Sponsorships

Online Discussion

• Review Q4 Results• Rationale for Inclusion or Exclusion

– Branding Issues– Budget Concerns

Online: Past ResultsCOMDIAL - ONLINE PLAN TRACKING REPORTREPORT DATE:1.11.00

SITE FLIGHT PLACEMENT AD UNIT G'TEED IMPS DELIVERED IMPS. INDEX CLICKS CLICK %Business 289,990 357Computer-Tech 700,000 350,287 271Internet 353,596 186Business 373,240 103Computer-Tech 650,000 1,260,000 378Internet 348 0BusinessComputer-Tech 1,250,000InternetTelecom Guide Fixed Button Added Value 94,720 N/A 39 0.04%Newsletter Text Message 25,000 75,000 100.00% 228 0.30%

2,625,000 5,364,181 204.35% 1962 0.04%

News.com ROS Banner 467,470 398,167 85.17% 596 0.15%News.com SAS Banner 31,727 112News.com SAS Button*!! 4,533,334 39,916Digital Dispatch Text Message 350,000 350,000 100.00% 420 0.12%

2,567,470 5,313,228 206.94% 41,044 0.77%

Computers and Tech Banners 1,200,000 1,949,578 162.46% 1257 0.06%Computers and Tech Boxes 1,200,000 444,726 37.06% 56 0.01%

2,400,000 2,394,304 99.76% 1313 0.05%

Direct Email Text Message 454,641 1935Direct Email Banner 295,511 347Fixed Topic Banner 90,000 214,340 238.16% 407 0.19%IT Professional Pckg. Banner 130,000 506,923 389.94% 946 0.19%Top Executive Pckg. Banner 130,000 505,602 388.92% 966 0.19%ROS Banner 60,000 499,266 832.11% 887 0.18%My Newspage Tile 200,000 400,747 200.37% 169 0.04%

1,360,000 2,877,030 211.55% 5657 0.20%

Briefing Center Sponsor Custom N/A Did not run DNR N/A N/APoll Sponsorship Logo N/A Did not run DNR N/A N/AROS Banners 375,000 576,809 153.82% 614 0.11%ROS Buttons 450,000 987,899 219.53% 595 0.06%List Serve Text Message 160,326 400,815 250.00% 462 0.12%

985,326 1,965,523 199.48% 1671 0.09%

9,937,796 17,914,266 180.26% 51,647 0.29%

750,000 100.02% 0.30%

9/20/99 to 12/20/99

NEWSPAGE TOTALS:

0.88%

CNET TOTALS:

ABOUT.COM TOTALS:

260.86%

4002,567,000

Deja.com9/20/99 to 12/20/99

9/20/99 to 12/20/99

1,750,000CNET

DEJA.COM TOTALS:

9/20/99 to 12/20/99

About.com

141.98%

251.32%

205.36%

0.08%

0.03%

0.02%

Banner

Button

Text Link

Newspage

TechRepublic9/20/99 to 12/20/99

RUNNING CAMPAIGN TOTALS:

TECHREPUBLIC TOTALS:

Online: Why Not?

• Results Mixed– Low click through. Brand effect yet to be determined

• Brands are built offline and supported online– Comdial brand is in build mode, not support mode

• Budget considerations– Budget is stretched as is with existing target

markets– adding and additional media category will dilute the

primary category of print

Next Steps

• Reach consensus on recommended schedule– Discuss client publication preferences– Discuss importance of vertical markets

• Provide editorial calendars for recommended issues

• Provide Schedule Approval Forms• Provide Merchandising Schedule• Deliver Quarterly Ad Positioning Report

TFA/LBTG and Comdial: A Winning Relationship

Your Approval:

_________________________ _______________

Leigh Alexander Date

Appendix

Publication Closing Dates

Publication Ad Size Ad Copy - New/Pickup Ad Position Issue DateSpace Close

Materials Close

Business 2.0 Page 4C TBD - New mats TBD Apr-00 Feb-8-00 Feb-15-00

Business Week Page 4C TBD - New mats TBD Mar-20-00 Feb-21-00 Feb-21-00

Inc. Page 4C TBD - New mats TBD Mar-00 Jan-14-00 1/17 ext

Information Week Page 4C TBD - New mats TBD Mar-27-00 Mar-13-00 Mar-13-00

Communication News Page 4C TBD - New mats TBD Apr-00 Mar-1-00 Mar-8-00

Computer Telephony Page 4C TBD - Pickup mats TBD Feb-00 Jan-26-00 Feb-2-00

Call Center Magazine Page 4C TBD - New mats TBD Mar-00 Jan-25-00 Feb-1-00

McNight's Long Term Care Page 4C TBD - New mats TBD Mar-27-00 Feb-14-00 Feb-14-00

Lodging Page 4C TBD - New mats TBD Mar-00 Feb-1-00 Feb-8-00

Realtor Page 4C TBD - New mats TBD Apr-00 Feb-2-00 Feb-16-00

Recommended/Not

Recommended

Publication Total Circ Primary ReadersTotal Score Rationale

Business Publications

Business 2.0 210,000 upper level management 6 provides strong coverage of targets

Inc. 660,144 5

provides good coverage of targets, excellent coverage into small companies

Information Week 400,000 IT executives/ professionals 5

provides good coverage of targets, excellent coverage into small companies

Wall Street Journal 1,895,859 executive management 4 cost prohibitive

Business Week 922,862 middle & upper level management 3 reaches the CXO

Fast Company 326,695 middle and upper level management 3excesive duplication with Business 2.0 and Buisness Week

Telecomm PublicationsCommunications News 81,668 telecommunications management 6 provides strong coverage of targetsOffice Systems 99 100,225 Office managers 5 not cost effectiveCommunications Solutions (formerly CTI) 66,590 telecommunications management 4 budget prohibitive

Computer Telephony 110,187 telecommunications management 4good coverage of targets, cost efficient with combo buy

Internet Telephony 50,000telecommunications management, specifically targeted to ISPs 4 editorial focus to finite

Teleconnect 36,751 telecommunications management 3 does not meet target criteriaCall CenterPublications

Customer Support Management 42,000

senior executives and line of businees managers 4 budget prohibitive

Call Center Magazine 55,255 senior managers 3cost efficient when packaged in combo buy

Call Center Solutions 48,308 middle management 0 does not meet target criteriaVertical Publications

Assisted Living Today 15,000management of assisted living facilities 5 cost prohibitive

Contemporary Long Term Care 39,195

management of long term care facilities 4 cost prohibitive

Health Management Technology 40,307

upper management in heathcare organizations 4 cost prohibitive

McNight's Long Term Health Care 46,037

administrators of long term care facilities 4

good coverage of targets, cost efficient

Hospitality Publications

Hotels Magazine 38,156managers/ administrators/ purchasers of lodging facilities 5

half of circ goes internationally, edit focus to broad

Hotel Business 42,677managers/ administrators of lodging facilities 4 cost prohibitive

Lodging 52,463official publication of American Hotel Motel Assoc. 4 good coverage of targets

Lodging Hospitality 46,927managers/ administrators of lodging facilities 3 does not meet target criteria

Hospitality Technology 12,539managers/ administrators of lodging facilities 1 does not meet target criteria

Hotel Motel Managmentmanagers/ administrators of lodging facilities 0 does not meet target criteria

Realtor PublicationsRealtor Magazine 123,830 National Association of Realtors 6 excellent target coverage

Circulation Comparison: Business

Publication6/99

Audit Primary Readers CEO % CFO % COO % CIO % CXO % VP IS %IS

Managers %MIS/IT Staff %

Business PublicationsBusiness 2.0 210,000 upper level management 65,100 31% 21,000 10% 4,200 2% 90,300 43% 21,000 10% 39,900 19% 16,800 8%Business Week 922,862 middle & upper level management 93,209 10% 104,283 11% 18,457 2% 52,603 6% 268,553 29% 49,835 5% 54,449 6%

Fast Company 326,695middle and upper level management 64,032 20% 4,900 2% 68,933 21% 4,900 2% 26,136 8%

Inc. 660,144 194,742 30% 42,249 6% 236,992 36% 52,151 8%Information Week 400,000 IT executives/ professionals 52,800 13% 6,800 2% see CEO 10,400 3% 70,000 18% 14,800 4% 144,400 36% 100,400 25%Wall Street Journal 1,895,859 executive management 257,837 14% 187,690 10% 225,607 12% 231,295 12% 902,429 48% 121,335 6% 36,021 2% 18,959 1%

Circulation Comparison: Telecom

Publication6/99

Audit Primary Readers CEO % CFO % COO % CIO % CXO % VP IS %IS

Managers %MIS/IT Staff %

Telecomm PublicationsCommunications News 81,668 telecommunications management 26,624 33% 26,624 33% 12,005 15%Computer Telephony 110,187 telecommunications management 0 22,237 20% 0 23,152 21%Communications Solutions (formerly CTI) 66,590 telecommunications management 17,389 26% 15,316 23% 14,170 21%

Internet Telephony 50,000telecommunications management, specifically targeted to ISPs 11,450 23% 11,450 23% 8,500 17%

Office Systems 99 100,225 Office managers 34,678 35% 34,678 35% 15,936 16% see VP ISTeleconnect 36,751 telecommunications management 14,609 40% 14,609 40% 6,821 19% 4,212 11%

Circulation Comparison: Call CenterPublication

6/99 Audit Primary Readers CEO % CFO % COO % CIO % CXO % VP IS %

IS Managers %

MIS/IT Staff %

Call Center PublicationsCall Center Magazine 55,255 senior managers 10,498 19% 2,210 4% 12,709 23% 2,210 4% 3,868 7%Call Center Solutions 48,308 middle management 0 0 0% 0Customer Support Management 42,000

senior executives and line of businees managers 11,760 28% 11,760 28% see IS Mgr.

Circulation Comparison: VerticalPublication

6/99 Audit Primary Readers CXO % VP IS %

IS Managers % MIS/IT Staff %

Network Managers %

Telecomm Mgt %

Dir/Owners/Admin/

Managers %Vertical Publications

Assisted Living Today 15,000management of assisted living facilities 2,040 14%

Contemporary Long Term Care 39,195

management of long term care facilities 5,743 15% 13,679 35%

Health Management Technology 40,307

upper management in heathcare organizations 21,081 52% 5,200 13% 1,330 3% 9,029 22%

McNight's Long Term Health Care 46,037

administrators of long term care facilities 6,452 14% 18,651 41%


Hospitality Technology 12,539managers/ administrators of lodging facilities 3,235 26% 1,129 9%

Hotel Business 42,677managers/ administrators of lodging facilities 20,528 48% 427 1% 10,627 25%

Hotel Motel Managmentmanagers/ administrators of lodging facilities 0

Hotels Magazine 38,156managers/ administrators/ purchasers of lodging facilities 10,517 28% 18,534 49%

Lodging 52,463official publication of American Hotel Motel Assoc. 8,585 16% 144 0% 30,117 57%

Lodging Hospitality 46,927managers/ administrators of lodging facilities 7,461 16% 155 0%

Realtor PublicationsRealtor Magazine 123,830 National Association of Realtors 18,575 15%based on manager edition

Editorial Comparison: Business

Publication Publisher Freq Size Primary Edit FocusCirc

Vitality*Ad % 1999

'98 Ad Pages

% Ad Page

Change '97 to '98

Average Time Spent

Reading

IQ PIP Telecom Products

IQ PIP Comm/

Fax Sftwr

CP PTP Telecomm

Hrdwr

CP PTP Internet

Tele Sftwr

IQ Co. W/ less

500 emp.

Average Ad

ResponseBusiness Publications

Business 2.0Imagine Media 12x Magazine

business in the new economy 100% 50% 256 356% 115

Business Week Time Inc. 52x Magazine latest news and information 89% 60% 4,167 1% 85 25.25 5.74 9.93 14.12

Fast Company

US News & World Report 24x Magazine

new economy and workplace solutions 80% 50% 1,047 50% 108

Inc. 14x MagazineSOHO focus on business solutions 96% 60% 1,485 1% 41 33.51 12.14 71.58

Information Week CMP 52x MagazineIT as it relates to business technology 100% 60% 5,323 13% 33.98 19.79 44.83 43.05 34.67

Wall Street Journal Dow Jones Daily NewspaperFinancial, Business & Technology News 74% 49% 6,110 6% 49 31.56 8.49 21.1 22 17.9

Editorial Comparison: Telecom


Vitality*Ad % 1999

'98 Ad Pages

% Ad Page

Change '97 to '98

Average Time Spent

Reading


IQ PIP Comm/

Fax Sftwr

CP PTP Telecomm

Hrdwr

CP PTP Internet

Tele Sftwr

CP Co. W/ less

500 emp.

Average Ad

ResponseTelecomm Publications

Communications News 45 27.23 6.25 6.15 5.59 47.32

Computer TelephonyMiller Freeman 12x Magazine 98% 50% 1,091 1% 60

Communications Solutions (formerly CTI) TMC 12x Magazine 85% 40% 553 29%Internet Telephony TMC 12x Magazine ISP focus 98% 30% 145 100%

Office Systems 99Quality Pub. Co. 12x Magazine

office systems integration, use and products 93% 60% 349 -11%

TeleconnectMiller Freeman 12x Magazine buisnes telephony 77% 50% 546 -27% 51 98% 55% 54%

Editorial Comparison: Call Center


Vitality*Ad % 1999

'98 Ad Pages

% Ad Page

Change '97 to '98

Average Time Spent

Reading


IQ PIP Comp

Tel Integ. Sftwr

IQ PIP Comm/

Fax Sftwr

IQ PIP Voice WAN

services

CP PTP Telecomm

Hrdwr

CP PTP Internet

Tele Sftwr

Call Center Publications

Call Center MagazineMiller Freeman 12x Magazine 100% 55% 819 -9% 59 90% 83%

see previous

see previous 42%

Call Center SolutionsCustomer Support Management Intertec 12x Magazine

enterprise solutions for customer support 60% 342 14%

Editorial Comparison: Verticals


Vitality*Ad % 1999

'98 Ad Pages

% Ad Page

Change '97 to '98

Average Time Spent

Reading

Average Ad

Response

Action Taken due to

ad seenAssisted Living Publications

Assisted Living Today Bill Comm. 12x Magazine 98% 50% 20% 40

22% contact advertiser direct

Contemporary Long Term Care Bill Comm. 12x Magazine 82% 60% 12% 34

Health Management Technology

Nelson Pub. Co. 11x Magazine

solution oriented for IT/IS problems within the healthcare industry 90%

McNight's Long Term Health Care

McKnight Meidcal Comm. 17x Tabloid 72% 60% 524 9%

28% purchase product/ service


Hospitality TechnologyEdgell Comm. 6x Magazine

advises foodservices & lodging professionals on IT to enhance their business 80% 55% 166 31%

43% phoned vendor

Hotel Business ICD Pub. 24x Tabloid 81%Hotel Motel ManagmentHotels Magazine Cahners 12x Magazine 84% 57% 1,354 7%Lodging

Lodging Hospitality Penton 13x Magazine 90% 60% 590 3% 60

41% contact advertiser direct

Realtor PublicationsRealtor Magazine 99% 45% 239 12%

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Business PublicationsBusiness 2.0 X - - - - - - - - - - - - - - - - - - - -Business Week - X - - - - - - - - - - - - - - - - - -Fast Company 12% 43% - - - - - - X 31% - - - - - - - - - - -Inc. - 28% - - - - - - 5% X - - - - - - - - - - -Information Week - - - - - - - - - - - - - - - - - - - - -Wall Street Journal - 18% - - - - - - - - - - - X - - - - - - -

Telecomm PublicationsCommunications News - - 10% - X 32% 8% - - - - - - - - - - - - - -Computer Telephony - - - - - X 33% - - - - - - - - - - - - - -Communications Solutions (formerly CTI) - - - - - - X - - - - - - - - - - - - - -Internet Telephony - - - - - - - - - - X - - - - - - - - - -Office Systems 99 XTeleconnect - - - - - - - - - - - - X - - - - - - - -

Call Center PublicationsCall Center Magazine - - X 34% - - - 27% - - - - - - - - - - - - -Call Center Solutions - - 29% X - - - - - - - - - - - - - - - - -Customer Support Management - - 45% 30% - - 24% X - - 17% - - - - - - - - - -

Assisted Living PublicationsAssisted Living Today - - - - - - - - - - - - - - X - - - - - -Contemporary Long Term Care - - - - - - - - - - - - - - - X - - - - -Health Management Technology XMcNight's Long Term Health Care - - - - - - - - - - - - - - - 79% - - - - -

Hospitality PublicationsHospitality Technology - - - - - - - - - - - - - - - - - X 24% 33% 21%Hotel Business - - - - - - - - - - - - - - - - - - X - -Hotel Motel Managment XHotels Magazine - - - - - - - - - - - - - - - - - - - - XLodging - - - - - - - - - - - - - - - - - - - - -Lodging Hospitality - - - - - - - - - - - - - - - - - - - - -

Realtor PublicationsRealtor Magazine - 16% - - - - - - - 4% - - - - - - - - - - -

comdial 2000 media proposal wednesday, january 12, 2000

Documents

senior management cxo

senior management involvement

management vp

business managers

corporate technology

c slide

analysis slide

managers ceo