media kit 2020 - oregonian marketing€¦ · future customers. mobile high-impact and fixed . units...

MEDIA KIT 2020

© 2019 Oregonian Media Group. All rights reserved. Full Version 1.

Your Local Business PartnerWe want to empower our local businesses, to help them grow and succeed and build thriving communities. Because we’re a part of the community, too.

To do that, we use the most innovative technology we can find. The same technology we use to reach millions of readers. Backed by talented people, proven processes and powerful networks.

And it takes true partners to get results. So our teams become your advocates. We believe great relationships start with collaboration, run on integrity, and depend on accountability.

Here’s how we can help.

THE OREGONIAN MARKETING SOLUTIONS TEAM

MEDIA KIT 2019

YOUR LOCAL BUSINESS PARTNER 2

MEDIA KIT 2019

MISSION + VALUES 4

OUR REACH 7

OUR SOLUTIONS 15

OUR MARKETING TECHNOLOGY 26

OUR MARKETING PROCESS 29

PRINT ADVERTISING OPTIONS 35

MEDIA KIT 2019

INDEX 3

MISSION + VALUES

MEDIA KIT 2019

MISSION + VALUES | MISSION 5

MISSION + VALUES

MISSION

We make a difference in the communities we serve by empowering our audiences with high-quality news and information.

We partner with our clients to help them grow. We will succeed as a constantly evolving company by embracing innovative ideas, talented people and a progressive culture.

MEDIA KIT 2019

MISSION + VALUES | VISION 6

MISSION + VALUES

VALUES

Collaboration Customer Focus Integrity Fearlessness Accountability

OUR REACH

OUR AUDIENCE ISUNPARALLELED

Source: 1. Google Analytics. Aug. 2019; 2. Social media followers as of Sep. 17, 2019 (total may include duplicates); 3. Scarborough 2019 R1; base: Portland DMA; print + e-edition cume (daily, Sunday).

MEDIA KIT 2019

OUR AUDIENCE IS UNPARALLELED 8

OREGONLIVE UNIQUE VISITORS

FOLLOWERS ON SOCIAL MEDIA

READERS OF THE OREGONIAN &E-EDITION

8.7M

1.1M

782K

1

2

3

OUR REACH

+ COMBINED

Reach more people in the Portland DMA with The Oregonian and OregonLive.

Utilizing both print and digital ensures you’re maximizing your full reach potential.

MEDIA KIT 2019

OUR REACH | COMBINED 9

#1SOURCE FOR NEWSPACIFIC NORTHWEST

IN THE

Source: September 2019 ComScore and Q2 2019 The Alliance for Audited Media; combined print and digital readership.

MEDIA KIT 2019

OUR REACH | COMBINED 10

10

Source: 1. Scarborough 2019 R1 print reach and Google Analytics; unique visitors = non-duplicated, DMA = 28 counties; 2. Scarborough 2019 R1; Base: Portland DMA (28 counties); Target: A18+.

OUR REACH

+

We reach 78% of the people in the Portland DMA.Over the last five years, the Portland DMA has grown from 2.5M people to 2.69M people. That’s a 8% growth in five years with 2% growth in the market, year-over-year.

In the same time frame, OregonLive has increased readership 30% within the last five years. OregonLive has seen a 9% growth in local readers of the Portland DMA, year-over-year.

2

2

1

SECTIONS

HOME

NEWS

BUSINESS

ENTERTAINMENT

EAT, DRINK, COOK

SPORTS

OPINION

CLASSIFIEDS

REAL ESTATE

AUTOS

JOBS

OUR REACH

OregonLive.com is the news and information site that Portlanders and Oregonians at-large come to learn about and engage with their community.

OregonLive.com is the most-read local news site, covering the conversation in the Portland Metro Area and beyond, and curating national news relevant to Oregonians.

Our audience has never been bigger. On OregonLive.com, more than 8.7 million unique visitors visit the site in a month1 We produce award-winning, locally focused news, sports, politics, and entertainment coverage.

*Data does not include streaming sites such as YouTube and NetflixSource: 1. Google Analytics. Aug. 2019; 2. ComScore. News/Info. - Local News [Undup.]; Aug. 2019; 3. Scarborough 2019 R1; Base: Portland DMA; Target: A18+.

LOCAL NEWS / INFO. WEBSITE IN THE U.S.2

#30

MEDIA KIT 2019

OUR REACH | OREGONLIVE.COM 11

OREGON NEWS WEBSITE2

#1TOP WEBSITE USED IN THE PORTLAND DMA3

#7

BY THE NUMBERS, NEXT

YAHOOPINTEREST EBAYKPTV

BEATSKGWKATUKOIN*

THAN FACEBOOK, XFINITY/COMCAST, AND AMAZON FOR ADULTS 25-54.3

INDEXESHIGHER

Source: 1. Google Analytics. August 2019; 2. Theorem Analytics. August 2019; 3. Scarborough 2019 R1; Portland DMA (28 counties); Target: A18+ and used Internet in the last 30 days.

UNIQUE MONTHLY VISITORS1

MONTHLY PAGEVIEWS1

VIDEO VIEWS2

8.7M

39M

6.3M

PAGES PER SESSION1

1.9AVG. TIME PER SESSION1

AVG. TIME ON PAGE1

2:42

2:55

MEDIA KIT 2019

OUR REACH | OREGONLIVE.COM 12

BY THE

NUMBERS

OUR REACH

Since 1850, we’ve been telling the stories that shape the Great Northwest. The Oregonian newspaper is where local readers turn to learn about their communities, their region and their world.

We’ve had 169 years to develop The Oregonian’s trust and market expertise. This translates to high engagement and credibility for our clients.

Source: Q2 2019 The Alliance for Audited Media.

NEWSPAPER IN OREGON

PULITZER PRIZES FOR JOURNALISTIC EXCELLENCE

#1 8

BY THE NUMBERS

SUNDAY CIRCULATION: 160,059

SUNDAY READERSHIP: 407,871

AVG. WEEKDAY CIRCULATION: 101,711

AVG. WEEKDAY READERSHIP: 315,756

MEDIA KIT 2019

OUR REACH | THE OREGONIAN 13

FIRST-PLACE AWARDS IN 2019 FROM THEOREGON NEWSPAPERPUBLISHERS ASSOCIATION

14

351K 556K123K 134K

OUR REACH

SOCIAL MEDIA

Source: Social Media Accounts as of Sep. 2019 (totals may include duplicates).

TWITTER FOLLOWERS INSTAGRAM FOLLOWERS YOUTUBE SUBSCRIBERS FACEBOOK FOLLOWERS

MEDIA KIT 2019

OUR REACH | SOCIAL MEDIA 14

OUR SOLUTIONS

TARGETED DISPLAY ADVERTISINGEnsure visibility and

engagement with your brand

SOCIAL MEDIA MARKETING

Connect with customers and boost your reputation

PRINT ADVERTISINGMake a big, immediate impact

that drives heightened response

EMAIL MARKETINGDrop a hot offer for immediate

ROI or nurture leads over the long-term

VIDEO ADVERTISINGEngage your customers and ignite their emotions

& passions

SEMCapture qualified leads as

they're actively searching for your products & services

SEOElevate your brand's organic

search rankings through authority, relevance and trust

CONTENT MARKETINGFresh, useful information about your business drives deeper interest in

what you’re selling

MEDIA KIT 2019

OUR SOLUTIONS 16

OUR SOLUTIONS

TARGETED DISPLAY ADVERTISING

DISPLAY ADS

We offer various IAB standard units across OregonLive.com and through our Extended Reach network. Your campaign will be optimized in real time for performance to your KPIs.

HIGH IMPACT DISPLAYGrab readers’ attention with compelling, engaging placements such as Roadblocks and Takeovers.

INTERACTIVE CONTENT

Custom units offer the ability to feature and repurpose creative assets, such as Facebook posts, video content, email sign-up, store locator, and more, driving data growth and engagement with your future customers.

MOBILE

High-impact and fixed units available to target and reach an increasingly mobile-first audience.

MEDIA KIT 2019

OUR SOLUTIONS | TARGETED DISPLAY ADVERTISING 17

PAID SOCIAL

Augment your organic reach on Facebook and Instagram with paid media. Similar to targeted digital display ads, paid social ads run adjacent to organic content, can be targeted to specific audiences, geographies and demographics and click through to a desired landing page.

OUR SOLUTIONS

SOCIAL MEDIA MARKETING

CO-BRANDED POSTS

Strategically align with our trusted brand to boost your own brand recognition. Co-branded posts allows us to share exposure, credibility and brand affinity, while reaching our 450k+ followers with editorial content that’s aligned with your brand.

MEDIA KIT 2019

OUR SOLUTIONS | SOCIAL MEDIA MARKETING 18

ENJOY

MAXIMUM

INVENTORY

& REACH!

brandmessage

theoregonian w/ brand

OUR SOLUTIONS

VIDEO MARKETING

Digital video is one of the most exciting (and effective) ways to deliver a brand message. Connect visually and emotionally to improve brand awareness, consideration and credibility, fueling other marketing efforts.

INSTORY VIDEO

Videos appear directly within the text of article pages on OregonLive.com, designed with visibility and user experience in mind, playing only when they can be seen by the viewer.

NATIVE VIDEO

Video is embedded and displays seamlessly within OregonLive.com, designed to resemble our content, thereby increasing the likelihood of engagement with your content. Augment with headlines and body copy to further engagement.

MEDIA KIT 2019

OUR SOLUTIONS | VIDEO MARKETING 19

All of our video solutions click through to a landing page, so interested viewers can take additional and immediate action. Unlike TV, digital video advertising takes advantage of the same powerful targeting capabilities and targeted digital display advertising, including geographies, interests, demographics, day/time, and more.

EXTENDED REACH PRE-ROLL

Video runs on a network of high-profile news, sports and entertainment brand-safe sites. This ad shows in a video player directly ahead of premium video content.

YOUTUBE TRUEVIEW

Pre-roll video that run on YouTube in mobile, desktop, app, and YouTube video displayed on other sites and apps and within the Google Display Network, on game systems and even on connected TVs. Include companion banner ads and target video based on Google and YouTube searches.

OUR SOLUTIONS

EMAIL MARKETING

Source: The Oregonian Email & Newsletter Marketing Department. October 2019.

TARGETED EMAIL CAMPAIGNS

Our tailored strategies combine the power of email marketing with the targeted reach of digital display advertising, creating a unified and highly effective personalized campaign for your target consumers.

NEWSLETTER SPONSORSHIP

Own one of The Oregonian’s editorially-driven email newsletters with 100% SOV. Impression-based sponsorships available. Newsletters are deployed daily, weekly and bi-monthly and enable you to reach our most loyal audiences with brand presence in every send.

MEDIA KIT 2019

OUR SOLUTIONS | EMAIL MARKETING 20

TOTAL SUBSCRIBERS: 92,789

DAILYSPORTS ROUNDUP: 2,460OBITUARIES: 2,460

WEEKDAYSMORNING BRIEFING: 78,878WEDNESDAYSFOODIES: 6,172

THURSDAYSBEST BETS: 3,503

FRIDAYSHOMES & GARDENS: 3,776

AS NEWS BREAKSBREAKING NEWS: 77,093

OCCASIONALLYREAL DEALS: 55,492SPECIAL PROJECTS: 3,172WATCHDOG: 2,889

21

OUR SOLUTIONS

SEARCH MARKETING

Search Engine Optimization (SEO)

Google and Bing command more than 90% of all domestic search volume. They’re the primary tools consumers use to research, identify, shop, and purchase the products and services they need.

Consumers trust organic search more than paid (pay-per-click), so appearing within organic rankings when your offering is relevant to their search is critical for businesses.

Our Approach

Our Google- and Microsoft-certified team can audit your website and develop a needs analysis, uncovering opportunities to improve your SEO locally, regionally, or nationally.

We’ll develop a custom strategy that elevates your organic search rankings, and helps guide your target customers to your site and storefront.

+ Reviewing website copy + Ensuring consistency across online business listings + Building a content marketing plan

MEDIA KIT 2019

OUR SOLUTIONS | SEM 21

22

OUR SOLUTIONS

SEARCH MARKETING

Search Engine Marketing (SEM)

Combined with SEO, an effective SEM strategy maximizes your brand visibility, helping to keep your business top-of-mind over your competitors.

We’ll help you craft a comprehensive marketing plan that closely ties your SEM to other digital solutions that complement and enhance your results.

Google AdWords Premier Partner

Our custom SEM campaigns are designed, developed, implemented and optimized by our team of Google-Certified marketers.

Premier Partner status is given to a select few digital agencies that demonstrate proficiency in implementing and managing effective campaigns at scale.

MEDIA KIT 2019

OUR SOLUTIONS | SEM 22

MEDIA KIT 2019

OUR SOLUTIONS | CONTENT MARKETING 23

OUR SOLUTIONS

CONTENT MARKETING

Cultivate your audience and control your own news cycle. Through appealing content, businesses can address customer’ needs, educate, entertain, and inspire them to engage.

NATIVE SPONSOR ARTICLES

Sponsor articles are articles we write specifically for you. They appear on OregonLive and throughout our extended network sites.

Each article resembles editorial content, and is promoted on OregonLive with targeted digital display ads that have the same look and feel as editorial headlines.

Sponsor articles may include:

+ text and images + video content + social sharing options

BLOG POSTS

Blog posts (sold in groups of 3) are articles that live on your site. Posts typically focus on a service or product you offer, industry information or interesting tips. We produce the content so it reads as if it came directly from you.

WHITEPAPERS

Whitepapers provide more in-depth or technical information about your product or service. We include carefully researched keywords so your white papers appear in organic searches on popular search engines like Google.

THE HALO EFFECT

Studies show featuring your article on a trusted news site like OregonLive results in more quality engagement and a measurable lift for your brand.

OUR SOLUTIONS

PRINT ADVERTISING

While digital channels continue growing, studies show print advertising is still the format consumers trust most when making a purchase decision.

Newspapers still have a faithful following, and The Oregonian’s award-winning journalism reaches more readers than any other local news source.

E-Edition – Your print advertising always receives additional exposure within our digital e-edition, reaching an ever-growing segment of our audience that prefers to read The Oregonian online.

MEDIA KIT 2019

OUR SOLUTIONS | PRINT ADVERTISING 24

DAILY SECTIONS

METRO & NORTHWEST

NATION & WORLD

LIVING, LIFE & CULTURE

SPORTS

COMICS

MULTI-DAY AND WEEKLY SECTIONS

A&E – SUNDAY AND FRIDAY

FOOD – WEDNESDAY

HOMES & GARDENS – SATURDAY

BUSINESS – SUNDAY AND WEDNESDAY

MONEY & MARKETS – WEEKDAYS

REAL ESTATE – FRIDAY

DRIVETIME – FRIDAY

CAREERS – SUNDAY

CLASSIFIEDS – SUNDAY AND WEDNESDAY

PARADE – SUNDAY

THE WASHINGTON POST NATIONAL WEEKLY (E-EDITION) – SUNDAY

MEDIA KIT 2019


SEASONAL SECTIONS

WINTER EDUCATION GUIDE

HOME IMPROVEMENT GUIDE

OREGON STATER AWARDS

HEART HEALTH

MEN’S HEALTH

WATERFRONT BLUES

FESTIVAL

WINCO FOODS PORTLAND OPEN

BEST RESTAURANTS OF PORTLAND

FALL EDUCATION GUIDE

KIDS’ HEALTH SECTION

TOP WORKPLACES

MEDICARE GUIDE I

MEDICARE GUIDE II

MEDICARE GUIDE III

THEMES

YEAR IN PREVIEW

SUMMER CAMPING

DUMPLING WEEK

VALENTINE’S DAY DINING

GRAMMY PREVIEW

WINTER COAST GUIDE

CHEAP EATS

SPRING CONCERT GUIDE

SPRING BREAK GUIDE

BEST BRUNCHES

SUMMER CONCERT GUIDE

ROSE FESTIVAL GUIDE

PRIDE FESTIVAL PREVIEW

SUMMER BEERS

FOURTH OF JULY PREVIEW

OREGON BREWERS FESTIVAL PREVIEW

PORTLAND HIKES

SPORTS

HOMES & GARDENS

OUR MARKETING TECHNOLOGY

OUR REACH

MEET THE PARENTS

We are part of Advance Local, the #1 largest local news publisher, reaching every 1 in 5 people in the U.S.

Advance Local is part of the Advance Publications family of businesses. Advance’s portfolio of exceptional companies includes Condé Nast, Advance Local, American City Business Journals, Leaders Group, Stage Entertainment, Turnitin, 1010data, and POP. Advance is also among the largest shareholders in Discovery, Charter Communications, and Reddit.

MEDIA KIT 2019

OUR REACH | MEET THE PARENTS 27

MEDIA KIT 2019

OUR MARKETING TECHNOLOGY | LEADING MARKETING TECHNOLOGIES 28

OUR MARKETING TECHNOLOGY

LEADING MARKETING TECHNOLOGIES

As powerful as our own media channels are, our affiliations with the world’s leading market technology companies equip us to expertly provide numerous effective marketing solutions for our advertisers.

Google AdWords & Analytics – As a

Premier Google Partner, we provide

expertise in targeting and buying

strategies; campaign execution and

optimization; and performance.

Datalogix – Data collection platform

tracking consumers’ online and

offline spending activities, so we

can match advertisers with highly-

specific target audiences.

Lotame – Provides a holistic view

of each of our 8 million+ monthly

visitors’ content interests, helping

you reach those target audiences

with precision, whether broad or

narrow.

Moat – Analytics suite integrated

across our websites to measure

audience attention on all content,

so advertisers can more effectively

reach and impact target audiences.

Acxiom – Audience identity

technology seamlessly connecting

us with individual customers across

multiple channels: digital, display,

programmatic, social, email, print

and more.

Crosspixel – Data management

platform enabling more effective

programming campaigns.

Matchcraft – A search, display and

social campaign bid management

platform that produces outstanding

results for local advertisers of all

sizes.

OUR MARKETING PROCESS


OUR FOUR-STEP APPROACH

Consumers are more empowered than ever when it comes to choosing products and services.

Our four-step approach combines extensive market research, leading technology platforms, and expert local resources to position your business as the best choice.

And get results.

MEDIA KIT 2019

OUR MARKETING PROCESS | OUR FOUR-STEP APPROACH 30


DISCOVER

1 We research your industry, trends, company background and competition.

2 We evaluate your search rankings, search engine demand in your category, and assess your social media presence.

3 We develop an accurate picture of your target customers using our proprietary first-party audience data.

4 We learn about your successes, challenges, opportunities and key performance indicators, to provide guidance on the results you can expect.

Technologies

+ Google AdWords & Analytics + Lotame

MEDIA KIT 2019

OUR MARKETING PROCESS | DISCOVER 31

MEDIA KIT 2019

OUR MARKETING PROCESS | ALIGN 32


ALIGN

1 With an understanding of your goals, and competitors’ strengths and vulnerabilities, we align the campaign scope, budget and timing.

2 We review relevant case studies to inform strategic planning, and develop a proposal for achieving your goals.

3 Together we commit to developing your strategic plan and deploying your campaign.

MEDIA KIT 2019

OUR MARKETING PROCESS | DEPLOY 33


DEPLOY

1 We launch your campaign.

2 We align our solutions with the customer journey to grow awareness, consideration, conversions and other key performance indicators.

3 Our Account Management team works closely with you to observe and report on results.

Technologies

+ Google AdWords & Analytics + Acxiom + Crosspixel + Datalogix + Lotame + Matchcraft

MEDIA KIT 2019

OUR MARKETING PROCESS | OPTIMIZE 34


OPTIMIZE

Test > Measure > Refine > Scale

1 We evaluate traffic sources, identify top-performing channels, and A/B test creative.

2 We make recommendations to optimize your campaign, or course-correct, as needed.

Technologies

+ Google AdWords & Analytics + MOAT

PRINT ADVERTISING OPTIONS

SPADEABACK

SPADEAFRONT

MEDIA KIT 2019


OUR MOST

PREMIUM

POSITION!

High-Impact – High-impact products such as pre-printed inserts, front page notes and wraps can be one of the most effective, reliable drivers to your storefront, whether it’s brick-and-mortar or online.

SPADEAS

Printed on both sides, covering half of the front page and all of the back, a spadea delivers high impact brand messaging to drive conversions.

SPADEA SPREAD

High-Impact – High-impact products such as pre-printed inserts, front page notes and wraps can be one of the most effective, reliable drivers to your storefront, whether it’s brick-and-mortar or online.

FRONT PAGE NOTE

The Oregonian Front Page Notes, removable self-stick notes, give your advertising message premium exposure and help drive traffic to your business with front page presence in the newspaper. We are offering full-run distribution in addition to zoning, so you can strategically target your message where and when you need it most. Learn about adding an OregonLive digital package to maximize your reach!

Give your business high-visibility and high-impact exposure.

Maximum Exposure – Your ad is ‘above the fold’ and cannot be missed.

High Response Rate – Readers interact with Front Page notes and re-stick them as a reminder.

Target Your Audience – Front Page Notes can be placed for the full reach of The Oregonian, or they can be zoned and targeted to just the areas and audiences your business needs.

MEDIA KIT 2019


MESSAGES

THAT REALLY

STICK!

AWARENESS

Establish a consistent long-term presence. Suitable for maintaining top-of-mind familiarity for products with a recurring purchase cycle, and effective for building and maintaining awareness consistently.

1/6 PG. HORIZ.6 COL X 2.25” | 9.99” X 2.25”

1/92 COL X 4.5” | 3.23” X 4.5”

1/6 PG. VERT.3 COL X 4.5” | 4.92” X 4.5”

1/12 VERT.2 COL X 3.5” | 3.23” X 3.5”

1/8 PG.3 COL X 3.5” | 4.92” X 3.5”

1/12 HORIZ.3 COL X 2.25” | 4.92” X 2.25”

MEDIA KIT 2019


1/182 COL X 2.25” | 3.23” X 2.25”

1/36 VERT.1 COL X 2.25” | 1.54” X 2.25”

MEDIA KIT 2019


AWARENESS (CONTINUED)

CONSIDERATION

Cost-effective combination of high-impact and frequency toward conversion. Effective for announcing events, branding, defining your market position, and generating sustained response over time.

1/2 PG. HORIZ.6 COL X 7” | 9.99” X 7”

1/3 PG. HORIZ.4 COL X 7” | 6.61” X 7”

1/2 PG. VERT.3 COL X 14” | 4.92” X 14”

1/4 PG. HORIZ.6 COL X 3.5” | 9.99” X 3.5”

1/3 PG. VERT.3 COL X 9.25” | 4.92” X 9.25”

1/4 PG. VERT.3 COL X 7” | 4.92” X 7”

MEDIA KIT 2019


CONVERSION

Achieve maximum visibility. Effective for launching new brands, announcing events, reinforcing marketplace leadership and generating strong response in a short time. Makes an unmistakable impression.

FULL PG. SPREAD13 COL X 14” | 20.48” X 14”

2/3 PG. TALL5 COL X 11.5” | 8.3” X 11.5”

COVER PG. STRIP6 COL X 2”

FULL PG.6 COL X 14” | 9.99” X 14”

MEDIA KIT 2019


CONTACT US TO DISCUSS YOUR GOALS.

AND TOGETHER, WE’LL MAKE A PLAN TO GET YOU THERE.

1500 SW First Avenue, Portland, OR 97201503-221-8481

© 2019 Oregonian Media Group. All rights reserved.

THANK YOU

media kit 2020 - oregonian marketing€¦ · future customers. mobile high-impact and fixed . units...

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