1. e-edition lesson learned 2 important to educate subscribers about the difference(s) between...
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e-Edition
Lesson Learned
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• Important to educate subscribers about the difference(s) between the .com sites and the electronic edition
• Many people hear the word “electronic” and assume that it is the website
Electronic What?
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Breaking news Today’s edition
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Champion the Cause
• Devote resources to customer service
• Develop experts that can assist customers with everything from signing in to updating their browser to a more compatible version.
• Make sure that you promote a place where readers can go for help in all of your collateral material.
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Assign a Proof Reader
• Designate a point person to review the electronic edition every morning.
• Be proactive about any corrections needed (missing pages, broken links, etc)
• Make sure problems are fixed before readers log on
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Survey New Subscribers for Usage
Send post card and email surveys to new subscribers to make sure they understand how to use the e-Edition portion of their subscription.
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Choice
Majority of readers will choose print
BUT
Once the habit of the e-Edition becomes established – many readers will actually prefer it!
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Knowledge Leads to Users
• Knowledge is the key to increased usage – the more readers understand how the e-Edition works and its features, the more likely they are to use it.
• Consider partnering with Senior Centers, Libraries, etc to provide training
• Create and distribute a “How to” pamphlet
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e-Edition Pamphlet Test
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Does Price Matter?
Pricing is an interesting concept: • Subscribers will complain about increases in
HD rates but will go out and buy a laptop to use for the electronic edition.
• Even if the e-Edition is free, some people still will not give it a try or use it.
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Give Them What They Want- and More!
• Don’t underestimate puzzles and Obituaries. – Make them easy to find – Easy to print
• Add a link to additional puzzles and promote the fact that the e-Edition has more puzzles
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Bonus Content
• Box Scores
• Special Sections
• Posters
Promote Promote Promote Promote Promote
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Seasonality
• E-Edition user trends are similar to your print trends
• Holiday and peak vacation time – usage is impacted
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e-Edition Email
• Subscriber’s view it as part of their subscription and call when they don’t receive it.
• Reduce Opt Outs – Give subscribers the option to set their profile
• Great vehicle to include – Paid advertising– Internal promo ads – Special announcements– Surveys
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Today’s page 1
Lead stories
Stories inside
Premium ad link18
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User Name=Email Address
This is a great way to acquire email addresses from subscribers.
If they use their email address as their user name, they are less likely to forget it, and it also gives you a great way to communicate with them.
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Know your e-Edition Universe
• Similar to single copy
• Develop detailed tracking methods to identify your e-users – both for profiling and identifying new targets
• Make increasing frequency a priority
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Reading vs. Searching
E-Edition
Avg. time on site: 19 minutes
Avg. page views: 45
Dot com sites
Avg. time on site: 14 minutes
Avg. page views: 11.5
Source: September e-Edition report
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Survey Information- 9,464 Respondents
How often do you access the e-Edition?8.3 % everyday
29.9% most days
25.8% couple times per week
6.6 % once per week 6.2%
9.8 % couple times per month 9.8%
18.2% rarely 18.2%
2.1 % never
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Survey Information cont…
How much time do you spend on the e-Edition?
24.5% Less than 10 minutes
40.7% 10-20 minutes
21.7% 20-30 minutes
1.3 % 1 hour or more
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Survey Information cont…
Which sections do you access on the e-Edition?86.2% Front page
70.9% Local
48.8% Nation/World
47.8% Sports 42.4% Business
42.8% Entertainment
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Survey Information cont…
Which of the following do you access on the e-Edition?
28.1% Obituaries
27.1% Comics
24.7% Puzzles
22.7% Coupons
5.7 % Classified
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Survey Information cont…
Which of the following features have you used?25.5% Archives
25.6% Circulars
15.7% Forward to a friend
37.9% Increase/decrease font size
21.4% Search
24.2% None
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Thank You!
Questions?