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8/13/2019 New Market Opportunities for Publishing
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Magazine PublishingPersonalized AdvertisingProgram
Driving Consumer Relevance and Advertiser Value in Consumer Magazine Publishing
Michelle Weir
Market Development
Hewlett Packard
6/11/2012
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2
Desperately Seeking Me
Fastest growing magazine segments reflect increasing demand for rel
tailored to individual interests
Publishers in position to deliver on content and promotion personaliza
Rank Category 2000 2010
1 Ethnic 419 978
2 Travel 669 829
3 Regional Interest 794 939
4 Medicine 959 1100 5 Real Estate 190 324
6 College Alumni 442 569
7 Bridal 40 150
8 Nursing 130 187
9 Golf 98 140
10 Senior Citizens 105 146
Fastest Growing Magazine
Categories (ASME, 2010)
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3
The Fact IsMagazines Remain Relevant
More than 188 million American adultscurrently read print magazines.
Readership high among both men andwomen. (84% of women and 80% ofmen say they read at least one magazinetitle.
Average US consumer reads 6.1 differentprint magazine titles.
Median age of adult readers: 45.9
Median household income: $59.8K Source: mine Online, Magazine Readershi
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4
As Does Magazine Advertising!
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5
The Opportunity In the Online Paradox.
We browse online with a purpose and
consciously (try to) ignore ads.
The evidence is in
online ad click rates
We read magazines
for leisureand ads
are part of the
experience.Source: CMO Council, The Impact of Relevance in Publis
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6
And In Cross-Media Consumers!
87% of those interested in readingmagazines on a digital device still
want a printed copy.
Source: CMO Council, 2010
75% of consumers feel content complements pr
feel it replaces p
Source: Harrrison GroupMEMS Technologies, 2
87% want digital
75% feel digi
complements p
25% feel
digital replaces
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7
Making Print More Compelling
63%
37%
Would you go online for more informationif the advertising in your printed
subscription magazine was customized?
Yes No
69
25%
6%
If a magazine publisher requesregarding your preferences andthem send you more customizeinformation, would you supply
Yes Maybe
Source: CMO Council, The Impact of Relevance in Publishing and Advertising, 2010.
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8
The Keys to Personalization
58% of respondents agree that ads are particularly enjoyable when relat
60% agree that ads allow for more detailed information.
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Hearst and HP Collaboration
Popular Mechanics- October 2011
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10
Approach
A comprehensive program to permit customized ad insertion into magazine titles ba
subscriber demographicsA new way to create consumer engagement
An integrated approach to cross-media integrated consumer messaging
Online
Mobile
What is involvedUses high-speed inkjet technology to produce highly-personalized ad content
Matched mailing assembly or inline binding equipment used to ensure each subscrib
the magazine with the correct advertising
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11
Why Is It Important?
Helps Hearst deliver more
value to advertisers through: Targeting
Personalization
Measurement
Response actions
Increases the monetaryvalue of advertising
Improves magazines
competitive profile
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12
The Enabler
Convergence
Technologies Converging
Image/Code Read MobiHigh-speed inkjet web printing
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13
The Enabler
Convergence
Whats Happening:1. Personalized content at high volume drives reader engagem
2. Image links (QR codes or image/text strings) drive to web/mo
3. Printed page becomes a portal to broader web content
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15
HP Customized Ads
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17
Polybagged Onsert for Popular Mechanics
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18
What Was Customized?
Image for each city (Regional)
Name on mailboxGreeting above first paragraph
Location of nearest store
(Best Buy, Staples)
Personal URL
Personalized QR code
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.19
Connecting To Personalized Landing Page
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP / Popular Mechanics
Results and Analysis
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.21
Personalized, Regional and Directed
Program Overview
300,000 Personalized Onserts packaged with 12 regional editions
Mechanics mailed into major metropolitan regions New York, Boston, Philadelphia, Washington (DC), Atlanta, Dallas, Detr
Minneapolis, Seattle, San Francisco, Los Angeles
Include Personal URL and QR code interaction elements
Only Geo selection for demographic targeting; no additional selects use
16 page insert with QR codes on selected content
Print Onsert: 4/4 on 80# Appleton Matte
Insert: 4/4 on 70# Appleton Matte
Popular Mechanics November Issue (Newsstand 1stWeek October)
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.22
HP Onsert and Insert
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.23
Highlights
30 Day Results
15,288 visits from 12,008 unique visitors in 28 days
10,334 unique contest entries, an 86% visitor-to-entry rate 60.7% of visits within 10 days of program start; 87% within 17 da
39% mobile participation rate
All visitors monitored individually permitting comprehensive
evaluation based on underlying reader demographics
1,427 QR clicks from associated insert content links to web conte
Visitor ConversionEntered Contest
Visited w/o Entry
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.24
Rethink Direct Mail/Loyalty Marketing
Imagine the Possibilities
Permit advertiser to reach subscriber base with pinpoint accuracy
Less expensive than standalone direct mail
Build on inherent value of targeted magazine audience
Common cohort now sub-segments able to enhance relevance
Cross-referenced database content increases targeting potential
Merge advertiser data with Hearst data to augment targeting value
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Hearst and Neiman Marcus
February 2012
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.26
Direct Marketing Comes Alive
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.27
The Challenge
Promote new store opening.
Promote Cosmetic/Fragrance campaign. Use cross-media marketing techniques to drive recipients to website t
exclusive video, take advantage of campaign and shop.
Use the info learned to measure recipients response to these promotio
tactics.
Engage recipients using 1:1 marketing approach.
Th C
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.28
The Concept.
Using recipients mailing addresstore location information w/in 5radius of store throughout the U
Mailing list to be comprised of NMarcus card holders and Harpesubscribed readers. Using data
target more affluent readers. Use QR code to drive recipients
video from Harpers Bazaar editotrends.
Th C i
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.29
The Creative
Track clicks by individual, measactivity, identify platform and ge
information. Monitor navigation patterns and
commerce metrics.
Insure that the data collected oprivacy guidelines, yet offers vamarketing data back to retailer
Design as catalog/magazine suinsertion to allow for easy use bretailer & publisher mailings.
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T ti i d i
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.32
Tactics in design
Personali
Closest Re Use of QR Readable
Tablet dev
Tactics in design
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.33
Tactics in design
Personali
Closest Re Use of QR GURL web
Tactics in design
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.34
Tactics in design
Personali
Closest Re Use of QR GURL web Harpers Bfashion tr
Tactics in design
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.35
Tactics in design
Personali
Closest Re Use of QR GURL web Harpers Bfashion tr Spotlight
Tactics in design
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.36
Tactics in design
The idea is simple ::
+ One-to-one Marke
+ Relevant Content/
+ Cross Media execu
= Customer Engagem
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Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.
The LoraxHewlett-Packard, Graphic Solutions Business, Americas
HP INSPIRE
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Design
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.41
Design
Components
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.42
Components
Lesson Plans f
Writing Contesstudents
Scholarships' f
Keepsake for P
4
Writing Contest
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.43
Writing Contest
Writing Contest tied to HP INSPIRE that uses creative
imagery from film to create a book
Parents/Teachers asked to work with kids to write a story on
sustainability and the environment
Student writing contest with prizes including:
$10,000 scholarship
Lorax prizes plus HP computer and Envy printer
Tactics in design
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.44
Tactics in design
Offer Lesson P
teachers Offer Writing C
students
Entry process
Tactics in design
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.45
Tactics in design
Offer Lesson P
teachers Offer Writing C
students
Entry process
Creation tool
Tactics in design
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.46
Tactics in design
Offer Lesson P
teachers Offer Writing C
students
Entry process
Creation tool
Tactics in design
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.47
g
Offer Lesson P
teachers Offer Writing C
students
Entry process
Creation tool
Tactics in design
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.48
g
Offer Lesson P
teachers
Offer Writing C
students
Entry process
Creation tool
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Highlights
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.51
115K Teacher kits were delivered to targeted schoolsfeaturing our curriculum and promoting the contest
94 of teachers surveyed integrated the program intotheir lesson plans
94 of teachers used or planned to use the onlinewriting tool with their class
87 of teachers surveyed said they found the In-School print program to be useful
93 of teachers said they want to use more programslike this in the future!
g gEvery Inkling Makes a Difference program reached over 12
Million kids and their families!!