The ROUNDTABLEWhat is the Future for Print?

The ROUNDTABLE

IS There a Future for Print?

• I do not subscribe to a printed newspaper– CNN– USA Today– AP– Aurora Sentinel– Maui News– Bleacher Report– ESPN– NFL– PokerNews

• Relevance is essential– In content– In timing– In channel

I Am Not a Print Apologist

Don’t “Fold” Too Early on Print

• In poker, folding your cards prematurely can cost you money

• Fear and failure to commit can lead to a loss of opportunity

• Are we forfeiting opportunity by moving too far, too fast from print?

• DIGITAL first…

• …or CUSTOMER first?

Four Reasons to Embrace Print

1. Print audiences are critical sources of data and revenue – data that can enable relevance and revenue that can fund other strategic initiatives.

2. Print audiences are a source of customers for other offline and online products.

3. The ability to offer advertising solutions that can be integrated and optimized across multiple online and offline channels offers a compelling proposition to advertisers vis-à-vis single channel providers.

4. Print advertising works.

Alan Mutter (Newsasaur) Jan 2015 Blog

• “eMarketer found that advertisers in 2014 spent 83 cents per minute to reach print readers and only 7 cents a minute pursuing mobile users.”

• “Inasmuch as markets abhor this sort of inefficiency, it is axiomatic to conclude that advertisers will begin to vector ever more of their dollars from print, where the average American adult spends a combined 26 minutes a day with newspapers and magazines, to smartphones and tablets, where the average use is 2 hours and 51 minutes a day.”

The Newsmedia Brand as Infomediary

INFOMEDIARY•Print (paid/free/niche)

•Web

•Email

•Mobile

•Search

•Social Media

•Direct Mail

CONTENT

MARKETINGAUTOMATION

PLATFORM

Address

Demographics

Subscribers

Dispositions

User Registration

DMP

E-Commerce

Newsletters

Loyalty

Merchants

The Single Customer View

OLD PARADIGM: Static Subscription Profile

40 Cove RoadStonington, CT 06371

Telemarketing StartOctober 3, 2010

Active Mon-Sun SubscriberEnrolled in EZ Pay since 2011

$653.10 in subscriptionrevenues in past 3 years

Wet paper deliveryComplaint last Tuesday

Address-based

NEW PARADIGM: Dynamic Customer Profile

Address-based

60 years old – member58 years old - member

HH Income > $150,000Homeowners

$780.16 in ConsumerRevenues since 2009

Six daily deals Purchases since 2011

Two-week vacationevery July since 2009

Signed up for mobilebreaking news alerts

Registered for weeklyBusiness e-newsletter

Reads Grace and Sound &Country magazines online

Acxiom Lifestage:15M – Mature Wealth

Indexes high foronline purchasing

Twelve activations on rewards site since 2012

Indexes high forInterest in Community

Active Daily subscriber Registered on website

User-based

Five Things We’ve Learned

1. You CAN grow your print audience– “Managed Decline” is a self-fulfilling prophesy

2. HOW is more important than HOW MUCH– Analytics and automation must inform campaign activities

3. Think “CUSTOMER LIFECYCLE MANAGEMENT” – not “retention”– Maximize customer value – not just tenure

4. A shared cost structure is enabling

5. Too many people think “EXPENSE” rather than “INVESTMENT”

Tom Ratkovich, Managing Partnerleapmediasolutions.com303.886.0202