Mike Blinder, President +1 727 847 2464 [email protected] BlinderGroup.com Positioning You Local...

Mike Blinder, President

+1 727 847 [email protected]

Positioning You Local Sales Effort to Maximize Online Revenue

(727) 847-2464 (727) 847-2464 www.BlinderGroup.comwww.BlinderGroup.com

[email protected] [email protected]



and search



Company

2007forecast

Washington Post Co. (Newsp. Only) 10.7%

New York Times Co. (Newspapers) 8.1%

Morris Communications (Newspapers) 8.1%

Scripps (Newspapers) 7.0%

McClatchy (Newspapers) 6.6%

Private Company (Radio & Newspapers) 6.5%

Belo Corp. (Newspapers) 6.0%

Gannett (Newspapers & TV) 5.9%

Tribune Co. (Newspapers & TV) 4.6%

Lee Enterprises (Newspapers) 4.3%

Private Company (Radio Grp.) 3.5%

Media General (Newspapers & TV) 3.5%

Belo Corp. (TV) 3.2%

Private Company (Single Newspaper) 2.8%

Private Company (Newsp., Radio & TV) 2.6%

Hearst-Argyle (TV) 2.4%

Private Company (Newspapers) 2.4%

Private Company (Radio Group) 2.2%

Private Company (Radio Group) 1.8%

Private Company (TV) 1.7%

Journal Register (Newspapers) 1.6%

Journal Communications (Newsp. Only) 1.4%Private Company (Single Newspaper) 1.4%

© 2007 Borrell Associates, Inc.



NAA Newspapers Online Operations: Performance Report 2006



Newspaper Online



Completely Separate Completely Separate CompetitiveCompetitive Online Sales Department: Online Sales Department:

1.1. Much harder to get into the larger accountsMuch harder to get into the larger accounts

2.2. Broadens the “culture gap” of traditional repsBroadens the “culture gap” of traditional reps

3.3. ““Rob Peter to Pay Paul” = no increase in market share Rob Peter to Pay Paul” = no increase in market share

Negatives:Negatives:

1.1. New (smaller) advertiser categories get attention New (smaller) advertiser categories get attention

Positives:Positives:



Newspaper Online



Ad Director

Retail SM

Team Mgr

Creative ServClassified SM

Inside SalesOutside

Team Mgr

6-10 AE’s1 SA

6-10 AE’s1 SA

Online SalesManager

Online SalesSpecialist

Online Sales Specialist

Online Sales Specialist

Team Mgr

6-10 AE’s1 SA



One week on / One Week off



Blended Online/ Traditional Model: Blended Online/ Traditional Model:

1.1. Ignore new account categoriesIgnore new account categories

2.2. Must inveMust inve$$t in training t in training

Negatives:Negatives:

1.1. Easier access to the larger accountsEasier access to the larger accounts

2.2. Attacks competitive media = more market shareAttacks competitive media = more market share

Positives:Positives:



$ All managers have a clearly defined goalfor all products (including online)

All sales reps have a clearly defined goalfor all products (including online)

Something “bad” happens if all goalsare missed!

Online sales team is compensated ontotal online sales (not individual sales)

Something “good” happens if all goals are obtained!



-> Train to “demystify!”-> Train to “demystify!”• “Dee geek” the medium• Focus them on the “eye balls” not the technology• Fold it into the “solutions” they offer



1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2 2 3 2 4

71% log on daily at work

4 %

4 %

6 %

4 %

1 0 %

6 %

8 %

2 5 %

1 6 %

0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 %

E x e c u t i v e

P r o f e s s i o n a l

T e c h n i c a l

M a r k e t i n g a n d S a l e s

A d m i n . S u p p o r t

L a b o r

R e t i r e d

H o m e m a k e r

F u l l - t i m e S t u d e n t

65% White Collar*

20% More Audience Than Radio* (between 8am -6pm)



Circulation Manager



many do not read then newspaper

Spring 2002 Spring 2006

20 - 60% “Extended Reach”


[email protected] [email protected] Source: National Journal Study

““Influentials” Read Newspaper Websites:Influentials” Read Newspaper Websites:



Influentials are private citizens who tell their friends where to vacation, which books to read, and for whom they should vote.

Influentials are more likely to vote, contribute, volunteer write letters to the editor, and get involved in local political affairs.

Influentials are active! 75% of major newspaper visitors are “very or somewhat likely” to research a product online.

Source: National Journal Study





Source “Touchpoints IV”:


[email protected] [email protected] Source: RoperASW Newspaper Web site readership study




Elk River, MN weekly

Tacoma (WA) News Tribune (McClatchy)Circ: 144,000

Palm Beach (FL) Post (Cox)Circ: 155,000

Projected to generate $1,000,000 new Online revenue Projected to generate $1,000,000 new Online revenue



Advertising Pie



Competition



1. Financial

2. Hospitality/ Entertainment

3. Health Care

4. Home Improvement

5. Automotive

6. Telecommunications

7. Auto Aftermarket

8. Retail

9. Others

Direct Mail:

Competition



1. Automotive


3. Financial Services

4. Cellular/ Communications

5. Department Stores/ Retail

6. Personal Care

7. Travel/ Tourism

8. Restaurants

RADIO:

Competition

Competition



1. Automotive


3. Financial Services

4. Home Improvement

5. Department Stores/ Retail

6. Food Stores

7. Legal

8. Home Electronics

9. Appliance Dealers

TV:

Competition



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Contact me:Contact me: Mike Blinder Mike [email protected]@BlinderGroup.com(917) 865-4827 (917) 865-4827 mobilemobile

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