Albuquerque Journal: Advertiser Support Projects

1. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
A U G U S T , 2 0 1 6
A D V E R T I S E R S U P P O R T P R O J E C T S
G R E G B R I G H T
D I R E C T O R / D I G I T A L S T R A T E G Y & A N A L Y T I C S

2. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
It is what we do
• Full service
• Print
• Multi-product buy (across all pubs)
• Digital
• O & O
• Programmatic
• Targeted and SEO/SEM
• Rewards program
• Analysis Services
• Profiling
• Target identification
• Execution recommendation

3. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Why we do it
• Not about ‘us’ but about our customers
• Sure there is something in it for us.
• Delivering a return to the customer is a core element in
our service and how we sell it
• Building repeat business (beyond the nationals/regionals)

4. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
How we do it
• Partnerships
• LEAP
• Mather
• AMR
• LocalStars
• AdUs
• Products
• Print, Mobile, Tablet, Desktop, email
• App development
• Responsive site design (ad placement on pages)
• Analytics
• Internal and thru partners
• RAM
• PressReader
• NewsCycle
• InfoGroup
• And others…

5. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Examples of our advertiser connecting work
“White Label” Rewards App
• 300+ Merchants participating
• Location aware navigation
• Selfishly we see a 25% boost
in retention for users.
Development partnership
• Official App of the Fiesta
• 3-way split of
development cost
• 5 Advertising sponsors
Rack Advertising
• Selling spots on our
in-store displays

6. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Talking Points for Sales Reps

7. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Partnership(s) used to build connection
Nielsen/Scarborough
Sales tools to help
businesses
understand radio and
broadcast
terminology.

8. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Partnership(s) Work
• Circulation telemarketing acquisition & retention
• Transactional & demographic based custom scripts
• 80% prepaid (50% ezpay)
• 10-touch point program (locks in churners & non-pays)
• 52-week retention moved from 14% to 60%
• Classified advertising
• All inbound/outbound sales (except Legals and Obits)
• Reduced internal staff
• Professional sales team
AMR

9. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Partnership(s) Work
• Sales Assistance materials
• Scheduling/monitoring
AdUs

10. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Partnership(s) Work
• Circulation Pricing
• Value pricing
• $1.5 million incremental revenue
• Very conservative rules (about $1.00 left in elasticity curve)
• Control group is < 1% variance from priced group
• Adding additional pricing rules to account for subtle needs
• Listener
• Supplements Google Analytics
Mather: economics

11. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Partnership(s) Work
• Management of Consolidated Analytical Database
• Licensed demographics for every household in CBSA
• Targeted growth model reversing trends in circulation losses
• 52 week retention up 73%
• Site tagging to build cross-platform data into a ‘single customer view’
• Customer Lifecycle Management
• A full suite of messaging all ‘auto-magically’ done for us
• 44% reduction in non-pay stops
• Analytics
• Do it for us
• Do it with us
• Let us do it ourselves (Tableau and direct access to ADS)
LEAP Media Solutions

12. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Partnership(s) Work
LEAP Media Solutions – Detail on Advertiser assistance program

13. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Partnership Work
LEAP Media Solutions – Detail on Advertiser assistance program

14. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E

15. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Does it work?
• Without a doubt!
– Growth in new advertisers
– Multi-year advertiser sponsorship programs
– Almost 100% retention with Journal Rewards Advertisers
– Increased spending from all that have run through the process
– “Can you do it again?” is an often repeated request

16. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Consumer Marketing Ecosystem
00
Digital
Readership
Subscribers
Former
Subscribers
Never Subscribers
External Sources
• Acxiom
• InfoGroup
• LEAP (Models)
• USPS
• Newsletter
Registrations
a
CircPro AMR
LEAP 
Acq Lists
Retention
Lifecycle
(Simplified)

17. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
At the core
Internal resourcing for ‘core’ functions. Partnerships to ‘instantly’ stand-up a skill
all backed up with a consolidated marketing database that links terrestrial and
digital customer interactions.
LEAP hosts our database.
Partners either feed or are
fed from the database.

18. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
One Last thing…
• The first time people look at any given ad they don’t even see it.
• The second time, they don’t notice it.
• The third time, they are aware that it is there.
• The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
• The fifth time, they actually read the ad.
• The sixth time they thumb their nose at it.
• The seventh time, they start to get a little irritated with it.
• The eight time, they start to think, “Here’s that confounded ad again.”
• The ninth time, they start to wonder if they’re missing out on something.
• The tenth time, they ask their friends and neighbors if they’ve tried it.
• The eleventh time, they wonder how the company is paying for all these ads.
• The twelfth time, they start to think that it must be a good product.
• The thirteenth time, they start to feel the product has value.
• The fourteenth time the start to remember wanting a product exactly like this for a long time.
• The fifteenth time, they start to yearn for it because they can’t afford to buy it.
• The sixteenth time, they accept the fact that they will buy it sometime in the future.
• The seventeenth time, they make a note to buy the product.
• The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
• The nineteenth time, they count their money very carefully.
• The twentieth time prospects see the add, they will buy what is offering.
- Thomas Smith, 1885

19. N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E
Thank You
gbright@abqjournal.com
703.581.2998