101612 ssp digitalrevenuewebinar_jenniferbadua
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Transcript of 101612 ssp digitalrevenuewebinar_jenniferbadua
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Digital Revenue Innovation in Scholarly Publishing
-Expanding Industry-related Revenue Opportunities in the Digital Arena-
SSP WebinarOctober 16, 2012Jennifer L. Badua, Director, Business DevelopmentThe Journal of Bone & Joint Surgery Inc.
Setting the Scene
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• JBJS is an independent, not-for-profit publisher (NOT society or association published)• Focused on orthopaedic surgery• Over 100 years old
The Situation in 2010
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•New CEO with an eye on innovation•Goals of expanding product portfolio, diversifying revenue sources•Shifting industry budgets• Industry clients expressing an interest in more digital•An audience facing information overload
Stakeholders
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The Project
Board
CEO
Assoc Pub/ GM
Mktg
Editorial
Adv
Biz Dev
Prod Mgmt
Circ
Finance
We Needed to Take the Bull by the Horns
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• Significant investment• Semantic tagging• 2 new online-only products• Targeted ads against content (across all 3 sites)• More focus on online ops• Integrated advertising incentive plans
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Better Targeting for Readers and Advertisers
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The Results
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• More relevant content for readers • Advertising was seamless for users (no complaints)• More new clients (and new client types)•Better performance - CTR for targeted campaigns is 53% higher than for all campaigns combined (Jan – Sept 2012)
CTR
Overall av-erage, all campaignsAverage targeted
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What’s Next?• Mobile• New creative sizes
• More Apps•More Email
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We have to disrupt our own business before someone else beats us to it……
Thank You!Jennifer L. [email protected]