2009 new england association of circulation executives conference single copy session steven q...
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2009 2009 New England New England Association of Association of
Circulation ExecutivesCirculation ExecutivesConferenceConference
Single Copy SessionSingle Copy Session
Steven Q EdwardsSteven Q Edwards
Panelist IntroductionPanelist Introduction
Steve Edwards, The Atlanta Journal Steve Edwards, The Atlanta Journal Constitution Director of Retail Sales Constitution Director of Retail Sales and Partnershipsand Partnerships
Karen Sickles, Prescient Delivery Karen Sickles, Prescient Delivery Director, Advanced Commerce Director, Advanced Commerce ServicesServices
Jim Tallant, Fry’s Food and Drug Jim Tallant, Fry’s Food and Drug Division SupervisorDivision Supervisor
Session OverviewSession Overview Discuss strategies to help you grow revenue or reduce expenses Discuss strategies to help you grow revenue or reduce expenses Provide a contact at each newspapers discussed to investigate the strategy Provide a contact at each newspapers discussed to investigate the strategy
or tacticsor tactics Question and discussion opportunity Question and discussion opportunity
Capitalize on the BIGGEST Capitalize on the BIGGEST newspaper of the yearnewspaper of the year
The StrategyThe Strategy News contentNews content Advertising opportunities Advertising opportunities Marketing and Promotion Marketing and Promotion Strategic partnershipsStrategic partnerships Circulation SalesCirculation Sales
Goal: Drive Advertising and Goal: Drive Advertising and Circulation RevenueCirculation Revenue
News -- ContentThanksgiving Day Content in every section of the paper leading up to the holiday
A1 Concept: •Your Guide to the Big Thanksgiving Weekend”
Living Section•Guide to weekend movies, •DVDs while your family's at home
Metro Section•Volunteer needs
Sports• The big local games
Advertising OpportunitiesAdvertising Opportunities
Media PromotionMedia Promotion Media ad: “Be a part of the biggest day of Media ad: “Be a part of the biggest day of
the year”the year”
Media ad after : Thank you for helping Media ad after : Thank you for helping kick off the holiday seasonkick off the holiday season
Introduced special pick up rate for smaller Introduced special pick up rate for smaller advertisers to be a part of Thanksgiving advertisers to be a part of Thanksgiving paperpaper
Marketing and PromotionMarketing and Promotion Promotional message: “Big Deals editionPromotional message: “Big Deals edition
Black Friday EventsBlack Friday Events Spend Black Friday selling the Thanksgiving day paper Spend Black Friday selling the Thanksgiving day paper
at local mall and movie theaters at local mall and movie theaters
Content PromotionContent Promotion
Run 2-3 ads from Nov 16-26Run 2-3 ads from Nov 16-26 Shopping Value PromotionShopping Value Promotion
Radio, TV, Billboards, Craig's list, Blog, POPRadio, TV, Billboards, Craig's list, Blog, POP
Strategic PartnershipStrategic Partnership Bulk BuyBulk Buy
CVS purchased 10K newspapers for delivery to targeted CVS purchased 10K newspapers for delivery to targeted winter visitor areaswinter visitor areas
Cold Stone Creamery ran full page ad on Thanksgiving Cold Stone Creamery ran full page ad on Thanksgiving Day with a coupon worth $2Day with a coupon worth $2
Key retailer partners provided dedicated racks for post Key retailer partners provided dedicated racks for post Thanksgiving sales Thanksgiving sales
Circulation Sales PlanCirculation Sales Plan
Objective: Sell 100% of the Gross Metro DrawObjective: Sell 100% of the Gross Metro Draw Redelivery to subscribers on vacation during holidayRedelivery to subscribers on vacation during holiday Charge $1.50 for Thanksgiving paperCharge $1.50 for Thanksgiving paper Maximize secondary single copy outletsMaximize secondary single copy outlets Managers merchandising in top 100 retailersManagers merchandising in top 100 retailers Harkins Theater purchased 10K papers including wrap to Harkins Theater purchased 10K papers including wrap to
promote loyalty program promote loyalty program
1st Paper Route Premium Concept
•Charge premium price for the first paper sold, then sell the remaining papers at minimal charge
Example Buy/Sale
Example 1st Paper
Rate Model
Cover price $ 1.00 $ 1.00
locations 50 50
Carrier rate $ 0.70 $ 0.05
WH Average Daily Rate $ 0.90 $ 0.90
WH Average Profit Rate $ 0.20 $ 0.85
Draw 200 200
Returns 60 60
Projected Sales 140 140
Wholesale Newspaper Bill $ 98.00 $ 7.00
Wholesale Collections $ 126.00 $ 126.00
Route Subsidy $ - $ -
First Paper rate $ 91.00
Current wholesale profit $ 28.00 $ 28.00
11stst Paper Rate Model Paper Rate Model
Premium ConceptPremium Concept
Give carriers incentive to grow
sales
Give carriers incentive to grow
sales
Reduces contractor’s
incentive to steal from newspaper
Reduces contractor’s
incentive to steal from newspaper
Strengthens independent
contractor status
Strengthens independent
contractor status
Benefits to NewspaperBenefits to Newspaper
Incentive for contractor to increase sales
Incentive for contractor to increase sales
Reduces temptation for contractor to
overstate returns
Reduces temptation for contractor to
overstate returns
Distribution to ‘lower selling’ or out of the way dealers more
attractive-increase sales
Distribution to ‘lower selling’ or out of the way dealers more
attractive-increase sales
Independent Status
Cost
Billin
g
Pro
mo
Tra
ckin
g
Benefits to Wholesaler PartnerBenefits to Wholesaler Partner
Retailer
Carrier Newspaper
Too far, trouble
Accounts previously
Become viable
Increase Profits
Merchandising
Ending Inventory
Marginal accounts become
profitable
Sale increase via merchandising
POS
The Draw Wizard The Draw Wizard was was Born!!!Born!!!
NewsTr@ck“Every Paper Counts”
TheAtlanta Journal Constitution ajc.com
Single Copy Circulation Single Copy Circulation ChallengesChallenges
More sales with fewer returns & sellouts Accountability Verification- Who, When, Where Accurate & timely reporting Customized reporting Multi-Product Delivery Earlier delivery
NewsTr@ck: NewsTr@ck: GoalsGoals
Increase Delivery and Return Accuracy Reduce costs Standardize Route Delivery, Management and
Data Collection Processes Collect Outlet Level Sales Information in a
central database Provide Information for Automatic Billing Respond to market conditions Route Optimization
How does NewsTr@ck help the How does NewsTr@ck help the AJC?AJC?
We know when all of our papers were delivered.
We know who signed for the papers at the store.
We know if the physical returns match what was recorded on the handheld.
We can easily determine if all papers are accounted for.
We have easily obtainable supporting documentation for the auditors.
Open DiscussionOpen Discussion
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