kentucky press assoc.01.23.09
DESCRIPTION
Robert Rubrecht from NAA spoke at the 2009 KPA convention in Louisville. He shared his expertise and research on current circulation trends.TRANSCRIPT
Today:Look at various trends taking place in Circulation / Audience Development in areas such as:
Distribution
Single Copy
Acquisition & Retention
Metrics
Two Goals for Today:
Foster Communication
Provide Ideas for Revenue / Audience Growth
During the Process
Distribution
Delivery Agent Man
Distribution Centers
Contraction
Alliances
Digital / Hybrid Editions
Address Specific Delivery
Distribution
Delivery Agent Man
Distribution Centers2002 – 28%; 2006 – 35%; >25K – 59%
Adult Carriers2002 – 67%; 2006 – 81%
Contraction - Pulling back from outlying areas: Atlanta, Fayetteville, NC
-reduce expense, concentrate on core
Distribution
Alliances – working with competitors: Dallas-Fort Worth; Chicago; Hagerstown, MD
- increase revenue- reduce expense- technology-Handhelds- carrier pool
Chicago Tribune:Chicago Tribune:Wall Street JournalUSA TodayNew York TimesRed EyeChicago Sun-TimesAnd more…
Distribution
Digital / Hybrid Editions – using online products to expand reach: Detroit; Colorado Springs
- reduce printing & distribution expense- NIE
Address Specific Delivery – unbundling of the newspaper sections / tailored delivery
- TV Books – opt-in – several papers- Business/Finance - Austin
Single Copy
Retailer Partnerships
Scan Based Trading
Premium Pricing / Specific Day
Price Adjustments
Single Copy
Retailer PartnershipsSC Sales: 2000 – 35% News rack / 60% OTC2006 – 30% News rack / 65% OTC
OTC Locations: 2000 – 150; 2006 – 185 D / 225 S
Single Copy – Promotion – Top Taco
Abilene ReporterThe premise was to have two coupons in the paper each day pitting competing Taco restaurants to determine who had the best tacos in town.The store receiving the most coupon redemptions after two days would move on in the brackets
Single Copy – Promotion – Top Taco
Abilene ReporterSingle Copy up YOY•297 Daily•130 SundayVending Machine sales at outlets increasedPositive promotion for newspaper, businesses and readers
Single Copy - Promotion
Mapco Express$25,000 AgreementElvis Week
Target high-volume lunch businesses.Use newspaper labels50 daily / 65 Sunday
New AccountMystery ShoppersSuggestive Selling2100 D / 350 S
http://www.naa.org/search.aspx?search=Single%20Copy%20success%20stories
Single Copy
Scan Based Trading – Papers that have POS accounts: 2000 7%; 2006 67%
Third Party Vendors:The Nexxus Group (13) iControl Systems (11)Wal*Mart CVSKroger Barnes & NobleFood Lion Cumberland FarmsSpeedway SuperAmerica SafewaySunoco Winn-DixieWaWa Schnucks
Single Copy – Scan Based Trading
Retailer Benefits:•Ease of inventory–no need to count papers at delivery •Payment on scanned newspapers only •Returns process ease–in some cases, papers tossed •Ease of billing–one check to write (CBP)
Single Copy – Scan Based Trading
Publisher Benefits:•Access to new accounts•Efficiency improvement for the distributor—removes the time-consuming collection responsibility•Delivery window is more flexible•Easier to execute—switch to direct company billing •Automation allows for quicker payment
A few other thoughts:•Basics – attaining a UPC / Self-audits•Ensure your paper is scanned•Negotiate placement, secondary location and additional POP •Audits - Scan results vs. traditional
Single Copy
Premium Pricing / Specific Day•Thanksgiving Day•Early Sunday program
Price Adjustments•Revenue Responsibility
Acquisition & Retention
The Diversified Sales Channels
Target Marketing
Retaining Subscribers with Technology
Acquisition & Retention
The Diversified Sales Channels
2000 2006Telemarketing 58% 35%Carriers 13% 9%Crew Sales 9% 11%Direct Mail 7% 8%Kiosk 4% 13%Other 10% 9%Single Copy 7%Internet 4%E-mail 1%
Acquisition & Retention
Target MarketingSeeking customer similar to your current subscribers:NYTRMG:
Lakeland LedgerThe Readership Growth Strategy.Maximize core print product penetration among areas most valued.Three target groups:
* Younger* Family* Mature
Acquisition & Retention
Lakeland Ledger (Continued)Coordinated and integrated campaign
TelemarketingDirect MailEmail MarketingProduct Sampling
Acquisition & Retention
Retaining Subscribers with Technology-Retention efforts based on behavior –
Lexington Herald-Leader-Relationship / Bonding programs
delivered electronically: Washington Post – Emails, Post Points, La Porte Herald Argus – Reverse Auctions
Metrics
What are we counting?
What should we be counting?
CirculationReadershipWeb-site Usage
Ancillary / Niche Products
Questions & Discussion
Thank YouRobert L. Rubrecht
Director/Circulation Marketing
Newspaper Association of America
571-366-1032