Data Driven Revenue

Case Study Times Publishing Company

Rich Forsgren CTO

The ROUNDTABLE

Building audience is our business

Through a diverse marketing plan, we grow niche and mass audiences every day to help you connect with your customers.

What audience do you want to reach? Digital Advertising Run of Site Impressions Mobile Extended Reach Network Geographic Targeting Demographic Targeting Post It Note Roadblock Page Peel Expanding Ad Video Pre-Roll Varsity Home Site Auto Site Newsletters

Print Advertising

Erie 2014

Visitor Book

Events

Commitment to Erie

Varsity Cup

Specific Page Requests

Run Of Paper (best location available)

Her Times

Varsity

Lake Erie Lifestyle

Classified

Pre Prints

Insert Express

Targeted Market Coverage (TMC)

Direct Mail

House to Home

Showcase

Directory Advertising

Crawford Zone

Post It Notes

Digital Services

Responsive Website Design

Search Engine Optimization

Search Engine Marketing

Email Marketing

E-Commerce Social Media Management

Reputation Management Analytics

Event Marketing

Erie Times-News Kids’ Expo

Varsity Cup Awards banquet

Career Fair

Commitment to Erie Awards

Seventh Annual Rock Erie Music Awards

• Who are your targets?

• What are they like? • Income, shopping behaviors, media behaviors

• How old and what generation they belong? – Boomers think differently than Millennial

• Where can you find them? – State, County, City, Zip Code, Household

• How do you reach them? • What do they think?

– Customized Online Marketing Intelligence!

GOAL: Find prospects you don’t serve!

AGE COHORTS COUNT INDEX

18-24 5 50.7

25-34 8 15.0

35-44 32 39.3

45-54 65 61.3

55-64 112 104.7

65-74 113 162.9

75 and ABOVE 154 247.6

INCOME RANGE BAND 20s COUNT INDEX

UNDER 20,000 52 73.9

20,000 TO 39,999 109 99.1

40,000 TO 59,999 83 96.9

60,000 TO 79,999 98 114.9

80,000 TO 99,999 65 194.6

100,000 TO 124,999 34 113.8

125,000 TO 149,999 7 128.9

150,000 and ABOVE 38 272.4

GENDER COUNT INDEX

FEMALE 253 117.7

MALE 165 81.1

UNKNOWN 76 100.7

EDUCATION COUNT INDEX

COLLEGE 156 114.0

GRAD_SCHOOL 102 180.1

HIGH_SCHOOL 164 72.3

VOCATIONAL_TECH 4 70.0

LENGTH_RESIDENCE COUNT INDEX

UNKNOWN 24 45.9

1-2 YEARS 28 56.6

3-5 YEARS 74 91.5

6-10 YEARS 79 86.5

11+ YEARS 289 131.3

HOME_OWN_RENT_PROBABILITY COUNT INDEX

HIGHLY_LIKELY_HOMEOWNER 95 58.1

PROBABLE_HOMEOWNER 29 67.5

VERIFIED_HOMEOWNER 343 131.7

MARITAL STATUS COUNT INDEX

MARRIED 338 125.3

MARRIED_INFERRED 19 76.3

SINGLE 120 73.9

SINGLE_INFERRED 9 31.0

BN_HOME_EQUITY_50s count() INDEX

NO EQUITY 44 132.9

0 - 19,999 34 116.3

20,000 - 49,999 59 181.3

50,000 - 99,999 65 242.3

100,000 - 149,999 23 260.3

150,000 - 199,999 10 372.3

200,000 - 249,999 7 730.7

250,000 - 299,999 1 297.2

300,000 - 399,999 1 358.6

400,000 and ABOVE 0 0.0

Average Income: $60,000+

Age: 55+

HH Comp: No Kids in HH

Occupation: Professional/Technical/Retired

Marital Status: Married

Education: College/Grad School

Tenure: Homeowner

Net Worth: $500,000 - $1,000,000

“Who are your targets?”

Source: AcXiom PersonicX, 2014

PLATINUM OLDIES INDEX: 469.3 MEAN AGE: 75.4

SHOPPING: • Catalogs •L.L. Bean •Trader Joe’s •Macy’s •Pathmark •Costco •Bed Bath & Beyond

GOLDEN YEARS

MAGAZINES/NEWSPAPERS: AARP The Magazine Consumer Reports Smithsonian Reader’s Digest Southern Living Newspaper

UPPER MIDDLE

RADIO/TV: Veterans, Fraternal, Civic, Religious and Charitable Clubs Classical Music Performances Attending Live Shows Crossword Puzzles Gardening Collecting Coins

CITY & SURROUNDS

“What are they like?”

These well-heeled retirees and soon-to-be retirees living in the outer edges of the city

are enjoying the fruits of their lifetime labor. They are active pillars of their communities,

dedicated grandparents, and interested in maintaining their health and fitness.

ESTABLISHED ELITE INDEX: 447.7 MEAN AGE: 57.4

SHOPPING: •Trader Joe’s •Nordstrom •Ann Taylor •Crate & Barrel •Internet •Barnes and Noble •Independent Jewelry Stores

MATURE WEALTH

MAGAZINES/NEWSPAPERS: The New York Times Money NNN Top 10 Time Travel + Leisure The Sunday Newspaper

WEALTHY

COMPUTERS/ONLINE: Tracked Investments/Traded Stocks NYTIMES CNN Wireless Connection Googlemaps Travel Planning Apple Computer

CITY & SURROUNDS

Established Elite represents America’s elite couples and singles. With no school-age

children at home and the highest incomes in the country, these households have

enormous disposable incomes and pursue correlating luxuries and activities.

“What are they like?”

Presbyterian Homes’ Strong Zips

Key Opportunity Zips

Interest in Charitable Giving

Thank You