thomas j. easley - nejm - professional scholarly publishing
TRANSCRIPT
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NEJM & JW Online February 6, 2009
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Our challenges may be new
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The instruments with which we meet them may be new
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But those values upon which our success depends
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These things are old
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These things are true
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NEJM Then…
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User
Databases
Text
Supplements
Slide Shows
Audio
Video Metadata
NEJM Now…
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Audience Segments
Program Portfolio
Business Requirements
Physicians
AuthorsReviewers
Residents
Specialty
Practice Setting
Country
Librarians
Researchers
Demographics
Media
Nurse/PA
NEJM
Articles
Videos
CME
Blogs
Community
My NEJM
Podcasts
YouTube
Specialty Targeting
News
E-Alerts
Order forms
Search
Mobile
Market Research
Circulation
Institutions
Advertising
Brand
Teaching
Students
Analytics
Beta Community
iPhone
Kindle
JW
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Manage a Portfolio Not a Product
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This Means Both Content AND Customers
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What Advertisers Want
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– Targeting– Measurable performance– Integration in their marketing mix– Creative opportunities
• ROS advertising (banners, towers, etc.)• Sponsorships• Multimedia
– A Program of Solutions (not just impressions)
What Advertisers Want
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– Customer Data– Analytics– Targeting– Passive and Active Authentication– A Portfolio of Content and Services
• Onsite• Alerts
What That Means for Publishers
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NEJM.org AudiencePCPs = FMs + IMs + GP
46%
PCPs = FMs + IMs + GP46%
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0.0%5.0%
10.0%15.0%
20.0%25.0%30.0%
35.0%40.0%
45.0%50.0%
1 or 2 3-5 6-10 11-15 More than15
NEJM.org AudienceYears in Practice
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NEJM.org Activity• 700,000 uniques/month, US• 8 million pageviews/month, US• Average user session: 5 min, 37 sec• Average pageviews/visitor: 6• 48% of visitors return within 30 days• Ongoing SEO efforts• Audience:
• Print subs activated online• Online-only subs• Academic, Hospital/
Institution and Corporate site license users
• Registered users & others
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NEJM.org Advertising
• # 1 medical journal website (Nielsen/Manhattan)
• Roadblocks and some rich media accepted
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NEJM.org : Targeting by Content TypeThe TOPIC COLLECTIONSlink from the homepage
to targeted content
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NEJM Weekly eTOC Sponsorship
• Physicians stay connected to what is new and important in medical research and clinical practice
• A weekly opt-in newsletter covering new content published that week
• Broadcast on Wednesdays at 5:00 PM EST to over 315,000 US MDs and HCPs
• Exclusive weekly sponsorship • Display or text ad
#4 most frequently read e-newsletter for
professional purposes (Manhattan Research ePharma
Physician® v8.0)
#4 most frequently read e-newsletter for
professional purposes (Manhattan Research ePharma
Physician® v8.0)
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NEJM Weekly eTOC Sponsorship
• Physicians stay connected to what is new and important in medical research and clinical practice
• A weekly opt-in newsletter covering new content published that week
• Broadcast on Wednesdays at 5:00 PM EST to over 315,000 US MDs and HCPs
• Exclusive weekly sponsorship • Display or text ad
• Open Rate: 20%• MDs-only Open Rate: 27%
• Content CTR: 43%• MDs-only Content CTR: 46%
#4 most frequently read e-newsletter for
professional purposes (Manhattan Research ePharma
Physician® v8.0)
#4 most frequently read e-newsletter for
professional purposes (Manhattan Research ePharma
Physician® v8.0)
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NEJM Audio Summary Podcast Sponsorship• For the savvy, connected physician• 10-second “pre-roll” on audio summary of weekly edition• Pre-roll is embedded in:
– All plays using NEJM player (avg. 21,000/month)– All MP3 downloads (avg. 56,000/month)– All podcast downloads (avg. 53,000/month)– Total monthly downloads, plays = 130,000 avg.
• Bonus banner ad impressions to player page• Sponsorship package
NEJM.org Interactive Sponsorships#3 most useful podcast
for professional purposes -- and the only
journal cited (Manhattan Research ePharma Physician® v8.0)
#3 most useful podcast for professional
purposes -- and the only journal cited (Manhattan
Research ePharma Physician® v8.0)
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NEJM Image Challenge Sponsorship• Popular gaming feature; physicians use
it to test diagnostic and visual skills• 3rd most popular section on site (after
homepage and search)• High engagement: 2.2 million user
responses per year• Exclusive leaderboard position on
Image Challenge Section, 50,000 impressions
• Package includes 50,000 ROS impressions
• Image Challenge package
NEJM.org Interactive Sponsorships
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Videos in Clinical Medicine Sponsorship• Popular learning tool • Exclusive leaderboard on video summary
and download options pages (avg. 20,000 impressions/month)
• Package includes 50,000 ROS impressions• Sponsorship package
NEJM.org Interactive Sponsorships
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JWatch.org Advertising
• Target ads to 33 specialty and disease-oriented sections
• 250,000 uniques/ month US• 1 million pageviews/month US
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• Target by specialty-based content—12 Specialty Groups• Groups include weekly eTOCs and monthly topic alert emails• Exclusive monthly sponsorship (first-come, first-serve) with
leaderboard ad• All recipients are opted-in, offering an engaged audience
Journal Watch Targeted Email Groups
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12 Journal Watch Groups Monthly SendsCardiology 132,000
General Medicine 360,000
Infectious Diseases 86,000
Pediatric & Adolescent Medicine 81,000
Psychiatry 73,000
Neurology 68,000
Gastroenterology 63,000
Emergency Medicine 58,000
Women’s Health 109,000
Oncology/Hematology 43,000
Dermatology 36,000
HIV/AIDS 29,000
Journal Watch Email Advertising Groups
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• The last 24 hours of medical news in the first 3 minutes of their day, sent by 7am EST Monday - Friday
• Features 3-5 clinically-focused briefs by 9-member physician editorial board covering:• medical journals• government agencies• scientific conferences• major news outlets
• Average open rate of 30%
• Weekly buy includes:• 50% SOV per• 275,000 sends • 55,000 US opted-in HCPs
Physician’s First Watch
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What About Social Media?
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Zuckerberg’s Law
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Next year people will share twice as much information as they share this
year, and [the] next year, they will be sharing twice as much as they did the
year before.
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Thank You!
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Thank You