Partnerships:

Leveraging Advertiser Revenue and Reader Loyalty

Overview Understanding The Globe and Mail How we’ve set up our data in AnalytiX Program Definition Advertiser Upside Subscriber Benefits Results Next Steps Questions for the Users Group

The Globe and Mail

Canada’s National Newspaper 1,000,000 readers per day Circulation 350,000 daily Home delivery 220,000 80% EZ-Pay 94% Full Price Home Delivery Subs Subscription Price $312 per year

The Globe and Mail

Highly educated, affluent audience Managers, Owners, Professionals etc. White collar males make up a large

component of the subscriber base Delivered in every major market in

Canada Majority ownership is Bell Canada

Enterprises

Circulation Sales Very traditional:

One TM Vendor One offer No Discounts / No Premiums All orders prepaid

Retention Concerns especially EZ-Pay High Cost per Order/Unit Limited in Marketing Technology

Our Team

We have been created as a special project team to address acquisition and retention issues

We are new users of AnalytiX and R-Logic

We have recently acquired a new robust source of demographic and clustering data.

Our Data

The circulation system is an older legacy system. (SAP may be on the horizon)

We export a monthly dump of information to Astech from several sources.

We receive a monthly build of householded information that is accessed through our ASP license.

Current Tables in AnalytiX

UNIV DONOT DISP_BELL and DISP_COM (telemarketers) SUBSCRIBER RETENTION TRANSACTION CAMPAIGN EMAIL

UNIV

Source: Cornerstone (White page listings)

Contents: ID and Name Address Telephone Cluster/Mosaic codes

DONOT

Source: Telemarketers + CMA do not call list

Contents: ID and Name Telephone, Address Do Not Call Do Not Fax Do Not Mail

DISP_BELL and DISP_COM

Source: TelemarketersContents: ID and Subscriber Name Address Project Date Disposition Code

Source: Circulation systemContents: ID, Name, Address, Telephone Status (active, stop, temporary stop) Service (MF, MS, FS, SA)

Start/Stop Date Rate Cycle, Rate Codes, etc.

SUBSCRIBER

RETENTION

Source: Circulation systemContents: ID and Name Start/Stop Dates Source Location (who started the subscription)

Delivery Days, Vacation Gaps

TRANSACTION

Source: Circulation systemContents: ID and Subscriber Name Subscriber Class (regular, student, employee,

etc) Product (local, national) Transaction Code (start, stop, restart)

Rate Cycle, Rate Code, Bill Cycle

CAMPAIGN

Source: Customer ServiceContents: Subscriber ID Campaign Type (cold call, new subs, ex-

subs)

Campaign Method (direct mail, telemarketing)

Campaign Date

EMAIL

Source: Globe and Mail contest results,

Web registrants

Contents:

ID and Name

Email Address

Address

Telephone

Data Appends To AnalytiX

Append

Cornerstone

Telemarketing Dispositions

Circulation System

Contests, Direct Mail, Email

Cluster Information

AnalytiX

Loyalty Issues

Our subscribers pay a $312/year We almost never communicate with

them We think we know their interests and

hot buttons at a macro level and we’re getting better.

We want to test the impact of providing relevant value adds to their subscription

Advertiser Opportunities

We do not do any direct mail like Columbus or Phoenix, but maybe we should.

Our subscriber list is not rented, but our advertisers want to access it.

Our subscriber base is difficult to reach by traditional marketing channels.

The Landscape Our biggest theatre advertiser needed

to boost Lion King ticket sales The contract with this advertiser was

being negotiated during this timeframe Globe subscribers have an affinity to

the theatre. We operate in a very competitive

market, nationally and more specifically locally in Toronto.

We just had a 4% HD price increase

The Program Details A mailing sent from the Globe with a Lion

King ticket offer reaching Toronto area subscribers providing access to a very desirable but previously inaccessible list.

This value-added service should help secure the advertising contract.

The advertiser was part of positive offer to the subscriber base, helping with their brand image.

What We Did

Extracted All Subscriber records through AnalytiX

Removed businesses Targeted the Geographic trade area

for the client Established a campaign for the project Track results

Subscriber Benefits

25% percent off Lion King tickets Special “Globe and Mail Night”

($50,000) Front of the Line privileges for an

upcoming production. All costs were paid by the advertiser Perceived as a value add to their

subscription

Results Orders: 1,440

Seats: 4,153

Close to $300,000 in seats were sold! Representing an ROI of six times their investment.

Excellent response from the subscriber base.

All respondent data is feed back to The Globe and into AnalytiX for tracking.

Advertiser signed a 2 year contract.

Analyze the retention of the 1,440 responders and 250 Globe Night special guests

Create another relevant offer with high perceived value.

Test similar offers but for acquisition Continue collecting data to

understand them better

Next Steps

There have been several other advertisers interested in duplicating the program.

Our client is interested in sponsoring and supporting a “Globe Theatre Club.”

Considering 4 - 6 similar mailings per year. (golf, travel, theatre, dining)

Further development and segmentation of our database is essential as well as continued campaign management.

Next Steps

Questions for the Group

We have several data sets in Access that

we would like to integrate into AnalytiX.

What is the best, most efficient process to

build in:

CONTESTS

e-MAIL campaigns

e-NEWSLETTER Subscriber bases

DEMOGRAPHIC INFORMATION

GOLFSource: Contests, Direct Mail, Email projects

Contents: ID and Name

Project Name (i.e. Masters)

Project Type (i.e. Contest)

Date

Participation Level (i.e. qualified, participated)

Number times play a year

Play at Private or public course

Type of equipment used

THEATRE

Source: Contests, Direct Mail, Email

Contents: ID and Name Project Name (i.e. Lion King)

Project Type (i.e. Direct Mail)

Date Participation Level (i.e. qualified, participated)

Preferred Performance (i.e. Musical)