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?