Today:Look at various trends taking place in Circulation / Audience Development in areas such as:

Distribution

Single Copy

Acquisition & Retention

Metrics

Two Goals for Today:

Foster Communication

Provide Ideas for Revenue / Audience Growth

During the Process

Distribution

Delivery Agent Man

Distribution Centers

Contraction

Alliances

Digital / Hybrid Editions

Address Specific Delivery

Distribution

Delivery Agent Man

Distribution Centers2002 – 28%; 2006 – 35%; >25K – 59%

Adult Carriers2002 – 67%; 2006 – 81%

Contraction - Pulling back from outlying areas: Atlanta, Fayetteville, NC

-reduce expense, concentrate on core

Distribution

Alliances – working with competitors: Dallas-Fort Worth; Chicago; Hagerstown, MD

- increase revenue- reduce expense- technology-Handhelds- carrier pool

Chicago Tribune:Chicago Tribune:Wall Street JournalUSA TodayNew York TimesRed EyeChicago Sun-TimesAnd more…

Distribution

Digital / Hybrid Editions – using online products to expand reach: Detroit; Colorado Springs

- reduce printing & distribution expense- NIE

Address Specific Delivery – unbundling of the newspaper sections / tailored delivery

- TV Books – opt-in – several papers- Business/Finance - Austin

Single Copy

Retailer Partnerships

Scan Based Trading

Premium Pricing / Specific Day

Price Adjustments

Single Copy

Retailer PartnershipsSC Sales: 2000 – 35% News rack / 60% OTC2006 – 30% News rack / 65% OTC

OTC Locations: 2000 – 150; 2006 – 185 D / 225 S

Single Copy – Promotion – Top Taco

Abilene ReporterThe premise was to have two coupons in the paper each day pitting competing Taco restaurants to determine who had the best tacos in town.The store receiving the most coupon redemptions after two days would move on in the brackets

Single Copy – Promotion – Top Taco

Abilene ReporterSingle Copy up YOY•297 Daily•130 SundayVending Machine sales at outlets increasedPositive promotion for newspaper, businesses and readers

Single Copy - Promotion

Mapco Express$25,000 AgreementElvis Week

Target high-volume lunch businesses.Use newspaper labels50 daily / 65 Sunday

New AccountMystery ShoppersSuggestive Selling2100 D / 350 S

http://www.naa.org/search.aspx?search=Single%20Copy%20success%20stories

Single Copy

Scan Based Trading – Papers that have POS accounts: 2000 7%; 2006 67%

Third Party Vendors:The Nexxus Group (13) iControl Systems (11)Wal*Mart CVSKroger Barnes & NobleFood Lion Cumberland FarmsSpeedway SuperAmerica SafewaySunoco Winn-DixieWaWa Schnucks

Single Copy – Scan Based Trading

Retailer Benefits:•Ease of inventory–no need to count papers at delivery •Payment on scanned newspapers only •Returns process ease–in some cases, papers tossed •Ease of billing–one check to write (CBP)

Single Copy – Scan Based Trading

Publisher Benefits:•Access to new accounts•Efficiency improvement for the distributor—removes the time-consuming collection responsibility•Delivery window is more flexible•Easier to execute—switch to direct company billing •Automation allows for quicker payment

A few other thoughts:•Basics – attaining a UPC / Self-audits•Ensure your paper is scanned•Negotiate placement, secondary location and additional POP •Audits - Scan results vs. traditional

Single Copy

Premium Pricing / Specific Day•Thanksgiving Day•Early Sunday program

Price Adjustments•Revenue Responsibility

Acquisition & Retention

The Diversified Sales Channels

Target Marketing

Retaining Subscribers with Technology

Acquisition & Retention

The Diversified Sales Channels

2000 2006Telemarketing 58% 35%Carriers 13% 9%Crew Sales 9% 11%Direct Mail 7% 8%Kiosk 4% 13%Other 10% 9%Single Copy 7%Internet 4%E-mail 1%

Acquisition & Retention

Target MarketingSeeking customer similar to your current subscribers:NYTRMG:

Lakeland LedgerThe Readership Growth Strategy.Maximize core print product penetration among areas most valued.Three target groups:

* Younger* Family* Mature

Acquisition & Retention

Lakeland Ledger (Continued)Coordinated and integrated campaign

TelemarketingDirect MailEmail MarketingProduct Sampling

Acquisition & Retention

Retaining Subscribers with Technology-Retention efforts based on behavior –

Lexington Herald-Leader-Relationship / Bonding programs

delivered electronically: Washington Post – Emails, Post Points, La Porte Herald Argus – Reverse Auctions

Metrics

What are we counting?

What should we be counting?

CirculationReadershipWeb-site Usage

Ancillary / Niche Products

Questions & Discussion

Thank YouRobert L. Rubrecht

Director/Circulation Marketing

Newspaper Association of America

571-366-1032

Robert.rubrecht@naa.org