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Starts Galore in 2004
Philadelphia Newspapers Inc
Kim RossmairCirculation Operations Manager
Broad Street Precision MarketingPhiladelphia Newspapers Inc.
Jackie RoseAdvertising Operations Manager
Broad Street Precision MarketingPhiladelphia Newspapers Inc.
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Philadelphia Market
Our ProductsThe Philadelphia Inquirer
Broadsheet City, suburbs and beyond Home delivery and single copy Full 7-day distribution
The Philadelphia Daily News Tabloid Philadelphia county Primarily single copy Monday – Saturday distribution
How we attack our market – pressured startsGeographicallyMultiple channelsSpecial offersTargeted campaigns
How we attack our market geographicallyCompetitive areas – approx 100 zip
codes
Remainder of market – everywhere else
How we attack our market through competitive areas
How we attack our market through multiple channelsDirect mail TelemarketingCrewsKiosksSponsored samplingTMCField ordersNIE/college
How we attack our market through targeted campaignsNew moversStopsDNC recapturesBusiness lists
How we attack our market through special offers
50% off 7-dayDollar SundaysDollar off 7-day
Un-pressured Starts: Voluntary starts & upgradesOnline subscriptionsIncoming calls
To customer service To 800 number in house ads
How we attack our market
What we’re doing in some specific channels:
The good, the bad & the ugly
Starts by Channel – 2003Other Solicited
1%
Field2%
Direct Response3%
Kiosks12%
Crews14%
Telemktg Upgrades23%
Telemktg45%
Crews and KiosksSales volume up 13% for 2003 over
2002Paid starts up 46% for 2003 over
200223% of all paid starts easy pay
Kiosk Displays
Kiosks – the bad & the ugly“What’s in it for me” attitude from the storesGetting access to the storesLocation - are we visible once we’re in the store?Traffic - does location draw potential customers?Content - will our promotion entice the consumer?
Kiosks – more bad & ugly“Identifying special events and gaining access- to increase presence at grass root eventsCan’t overwork a store – need long, 6-7 wk breakStore hears service complaintsCould be conflict if store is also a single copy outlet
Kiosks – the good
Sales volume up 100% for 2003 over 200281% of orders PIA (paid in advance)35% of all paid starts are easy payDeveloping partnerships with internal sources to gain access to retail outlets
Kiosks – more good
In-store image adsAdding advertising component with drawing for store gift certificateSpecial offers including discounts and gift cardsNot as personally intrusive as telemarketing and crew sales
Weather - coldest winter in 20 yearsLocal legislation - can’t solicit in gated communitiesVehicle impoundmentDifficulties recruiting a national company to come into our areaRetention-based marketing - all paid orders – decision overturned with volume drop
Crews – the bad & the ugly
Orientation program for new vendorsNew vendors successes – 11% easy pay orders vs. 5% from veteran vendorsSales volume up 13% for 2003 over 200264% of all orders PIA (paid in advance) for 2003
Crews – the good
Providing lead list of addresses for solicitationProviding map by zip code targeting look alikes
Crews – more good
Crew Modeling by Zip code L ik e l ih o o d t o R e s p o n d t o C r e w S a le s
8 0 % a n d a b o ve ( 7 0 )7 0 % t o 8 0 % ( 2 5 )6 0 % t o 7 0 % ( 3 4 )5 0 % t o 6 0 % ( 2 7 )B e l o w 5 0 % ( 1 4 0 )
Direct MailNew emphasis on direct mail
Direct Mail – the bad & the uglyLow response ratesOld designsPoor quality paperNon personalizedUn-enticing offer
Direct Mail – the goodTrying new designsBetter paper qualityPersonalized mail piecesImproved offersContinuing to target new moversSending additional pieces to same recipientsReturning to past successes
Tri-fold Mail Piece
Miscellaneous Channels
Miscellaneous – the good
NIECollege sales – started 6 yrs ago with Penn State. Now 11 colleges at 102 campusesUsing business list to solicit new sponsors for NIE programsProgram customized to be sponsor specific
Miscellaneous – NIE sponsor
Miscellaneous – the goodSponsored sampling – demographic targeting based on advertiser requirementsField flyers and contestsProvide field with phone listsSingle copy inserts being redesignedTMC – using existing advertising program to reach non-subscribers at minimal cost
Sponsored sampling insert
And now the big one…
Telemarketing
TelemarketingStill driving our market despite DNC
lossesExtra pressure on our telemarketing
because of poor performance in other channels
70% of our order volume from telemarketing
Telemarketing – the bad & the ugly
Do Not Call (DNC) Legislation – federal, state and internal listsCall rotation – 30 days from contact 7 from non-contact during heavy start pressureVendor misbehavior - creates increased numbers on internal DNC listFederal regulation of drop call rate (no higher than 3% per day per campaign – lost vendors who could not comply
Telemarketing – the good
Order volume – even with a shrinking market order volume is highPrice per order – our TM subsidiary is still the best game in townQuick turnaround – can easily turn up the volume with addition sales hoursManage a large geographic area
Telemarketing – more good
Market segmentation – allows us to affectively manage non-contacts to go immediately out on a new campaign and manage all DNC laws (state and federal)Reclaim DNC phone numbers from purchased listsExcellent phone number management
Phone Number Management
Segment our available marketDNC recaptured 3%New mover 2%Stops within 1 year 1%Non-subscriber 30%Gap numbers - no address info
64%
Monitor Unavailable Market
Business numbers 18%Do not calls 33%Gap X – unassigned #s 10%No service areas 7%Collections 3%Out of area & cell phones 15%Disconnected phones 14%
Next StepsEmail marketing, including capturing email
addresses from online site registrationEmphasizing Saturday Inquirer in all
aspects of business – circulation, advertising and editorial
Limited Daily News home delivery – shifting emphasis slightly towards home delivery from all single copy sales
Continuing what we’re doing right
Any questions?
