journal communications ~a marketing comparison~ honza svicka david sajdak alexandria trahey mafra
TRANSCRIPT
Journal Communications
~A Marketing Comparison~Honza SvickaDavid Sajdak
Alexandria Trahey
Mafra
Mafra Basic Facts
• Founded in 1992• 1100 Employees • Authorized Stock 1800 mil. Kc
(81 mil USD)
• Majority Shareholder Rheinisch-Bergische Druckerei und Verlagsgesellschaft mbH
• Total Annual Revenue 114 mil. USD
Journal Communications
• Milwaukee Journal, 1882
• Milwaukee Sentinel, 1837
• Milwaukee Journal Sentinel, April 1995
Basic facts
- 5,500 total employees (3,800 full-time and 1,700 part-time)- States with Operations: 23- Common Outstanding Stock: 280 mil. USD- Total Annual Revenue: 671 mil. USD
Mafra Product
Mladá Fronta Dnes Circulation of 400,000 copies
Lidové noviny Published since 1993
TV Óčko * 2002 Music-Video Station80000 Viewers per Day
Radio FM Classic
Expresradio
Sports IDNES.cz
News IDNES.cz
Economy &Fincentre IDNES.cz
Health IDNES.cz
Traveling IDNES.cz
Journal Communications Product
Product
Nationwide direct marketing support to marketers of automotive, retail, publishing
and financial services
Owns and operates niche publications, shoppers and community newspapers
36 radio stations & 9 television
stations in 12 states
Weekday circulation 236,000 copies Sunday circulation of over 405,000
Journal Communications Product
Product
Average
Distribution Newspapers ShoppersNiche
Publications
Northern Wisconsin 327,000 4 11 3
Southeastern Wisconsin 155,000 17 4 —
Ohio 184,000 — 8 —
New York / Connecticut 131,000 12 — 1
Florida 80,000 4 — 2
Louisiana 76,000 — 2 3
Vermont / Massachusetts 67,000 — 4 —
PlaceMafra
Deadline 09.00 PM
Regional office Regional office Regional office Regional office Regional office
Editor in Prague
Printing company Mafraprint Prague, Olomouc
The printing office Prague – rotary press
Rotary machine 1: printing 9:20 P.M.- 01:25 A.M. (2nd release MF Dnes)
Rotary machine 4: printing 9:20 P.M.- 02:15 A.M (3rd release)
Rotary machine 3: printing 9:20 P.M.- 10:45 P.M. (1st release)
Mafra Place
PlaceMafra
Regional distribution centers
Outsourced, PNS GrossoMedia Service
> 04.00 AM
Journal Communications Place
PriceMafra
The stall’s prices: Monday 13 Kč (.63 USD)Thursday 16 Kč (.77 USD)Other days 11 Kč (.53 USD)
You can save up to 25% when subscribing it.
Their purchasing price: Final price – rebates
basic: 15%up to: 25% (500 printed copies and more per day)
Revenues from advertising - most considerable income
Examples of advertising prices: MF Dnes: the whole page ~ 450,000 Kč (20,000 USD) Lidove noviny: ~ 188,000 Kč (8,500 USD) idnes.cz homepage ~ 409,000 Kč / week specialized titles ~ 89,000 Kč / week (4,050 USD) 30 sec spot in TV Óčko ~ 7,900 Kč (360 USD)
Mo – Sa 1614,- Kc (73 USD) /bi-annually
Journal Communications Price
Product
Journal Communications
Weekly MonthlyMonthly -
Student Quarterly Biannually Annually
Mon - Sun $3.70 $16.04 $11.90 $51.97 $103.95 $199.99
Mon- Fri - - $8.25 $32.50 $65.00 $130.00
Thurs-Sun $3.05 $13.20 - $42.90 $85.80 $165.00
Fri - Sun $2.30 $9.97 $5.25 $29.90 $59.80 $119.00
Sunday $1.98 $7.29 - $22.75 $45.50 $87.50
Journal Communications Price
SubscriptionDaily
Purchases
Mon - Sun $0.53 $0.61
Thurs-Sun $0.76 $0.81
Fri - Sun $0.77 $0.92
Sunday $1.98 $1.75
Promotion
Headquarters in Prague - nation-wide propagation – TV commercialsRegional centers - Customization in their regions
- Budget ~ 20,000 - 30000 USD per year» Camlet stalls» Radio advertisement» Billboards - Special supplement advertising - Brand advertising
Incentives for new subscribersReciprocal business with several restaurants (Cross-marketing)
Mafra
Journal Communications Promotion
-Sporting Events
(Brewers Game, Green Bay Packers)
-Cross Marketing
(Open Pantry)
Mafra vs Journal Communications
Mafra Journal Sentinel
Product Similar Portfolio •newspaper, TV station, Radio Stations, and Printing
services
Place Countrywide Distribution
Statewide Distribution
Promotion TV commercials Direct Marketing
Price 25% savings with subscription
Up to 43% savings with subscription
How can Newspapers be Improved
Personalization – based on keywords* Filters* Research agents
Two-way Communication - Reply possibility
Experimenting with the Format
Questions?