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2009 New England Association of Circulation Executives Conference

2009 New England Association of Circulation Executives Conference. Single Copy Session Steven Q Edwards. Session Overview. Panelist Introduction. Discuss strategies to help you grow revenue or reduce expenses

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2009 New England Association of Circulation Executives Conference

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  1. 2009 New England Association of Circulation ExecutivesConference Single Copy Session Steven Q Edwards

  2. Session Overview Panelist Introduction • Discuss strategies to help you grow revenue or reduce expenses • Provide a contact at each newspapers discussed to investigate the strategy or tactics • Question and discussion opportunity • Steve Edwards, The Atlanta Journal Constitution Director of Retail Sales and Partnerships • Karen Sickles, Prescient Delivery Director, Advanced Commerce Services • Jim Tallant, Fry’s Food and Drug Division Supervisor

  3. Capitalize on the BIGGEST newspaper of the year The Strategy • News content • Advertising opportunities • Marketing and Promotion • Strategic partnerships • Circulation Sales Goal: Drive Advertising and Circulation Revenue

  4. News -- Content • Thanksgiving 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

  5. Advertising Opportunities Media Promotion • Media ad: “Be a part of the biggest day of the year” • Media ad after : Thank you for helping kick off the holiday season • Introduced special pick up rate for smaller advertisers to be a part of Thanksgiving paper

  6. Marketing and Promotion • Promotional message: “Big Deals edition • Black Friday Events • Spend Black Friday selling the Thanksgiving day paper at local mall and movie theaters • Content Promotion Run 2-3 ads from Nov 16-26 • Shopping Value Promotion Radio, TV, Billboards, Craig's list, Blog, POP

  7. Strategic Partnership • Bulk Buy • CVS purchased 10K newspapers for delivery to targeted winter visitor areas • Cold Stone Creamery ran full page ad on Thanksgiving Day with a coupon worth $2 • Key retailer partners provided dedicated racks for post Thanksgiving sales

  8. Circulation Sales Plan • Objective: Sell 100% of the Gross Metro Draw • Redelivery to subscribers on vacation during holiday • Charge $1.50 for Thanksgiving paper • Maximize secondary single copy outlets • Managers merchandising in top 100 retailers • Harkins Theater purchased 10K papers including wrap to promote loyalty program

  9. 1st Paper Route Premium Concept • Charge premium price for the first paper sold, then sell the remaining papers at minimal charge

  10. 1st Paper Rate Model

  11. Premium Concept Give carriers incentive to grow sales Reduces contractor’s incentive to steal from newspaper Strengthens independent contractor status

  12. Benefits to Newspaper Incentive for contractor to increase sales Reduces temptation for contractor to overstate returns Distribution to ‘lower selling’ or out of the way dealers more attractive-increase sales

  13. Sale increase via merchandising Marginal accounts become profitable Cost Tracking Billing Promo Independent Status Accounts previously Too far, trouble Become viable Benefits to Wholesaler Partner Carrier Newspaper Retailer Increase Profits Merchandising Ending Inventory

  14. The Draw Wizard was Born!!!

  15. NewsTr@ck“Every Paper Counts”

  16. Single Copy Circulation Challenges • More sales with fewer returns & sellouts • Accountability • Verification- Who, When, Where • Accurate & timely reporting • Customized reporting • Multi-Product Delivery • Earlier delivery

  17. NewsTr@ck: Goals • 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

  18. How does NewsTr@ck help the 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.

  19. Open Discussion

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