Nuts & Bolts

1. Nuts & Bolts Newspaper Division

2. Newspapers…Redefined Paper Multi-platform Content Delivery

3. Topics • Consolidated Media Reports • Current and future • Magazine and Business Pub approach • Verified Home Delivery • Preparation and Audit Process • Going Digital • Products, Strategies and Audit Process • CAC Acquisition • ABC Brand Refresh

4. Consolidated Media Report(CMR)

5. CMR Launched in 2006 Industry began shifting to total brand identity and metrics CMR is stand-alone report that allows you to show total media footprint

6. CMR Lower cost, simpler reports: • Aggregate data for multiple members • Multiple paid • Paid and TMC • Newspapers and Periodicals • Add other print media • Magazines • Auto Guides • Foreign language publications • Nonpaid publications • Community newspapers

9. CMR More Complex types available: • Multi-channel • Multiple and varied print media • Digital (websites, apps) • Social Media (Twitter, Pinterest, Facebook) • Trade Shows • Text Alerts • Newsletters • Email campaigns • Broadcast metrics • Etc.

13. CMR • Limitations • No rankings • No comparisons to other publications • Nothing promotional • “best”, “leading”, “premier”, “#1”, etc. • Digital must be real-time • All data must be auditable

14. CMR • Why Release a CMR? • Cross-selling • Show audience retention/shift • Show overall growth/reach • Labeling freedom • Enhanced visual appeal (charts, graphs, maps, logos, product photos, etc.) • Custom format (length, detail, components, time period)

15. CMRProcess 1. Contact ABC • ABC Marketing Dept • Initial Consultation • (Goals, components, time frame, design, etc) • Identify Key Stakeholders at Newspaper 2. Pre-Audit Review • ABC Marketing Dept (Consults with audit) • Feasibility of CMR plan and metrics desired • Discuss records available for each component

16. CMRProcess 3. Cost Estimate • ABC Marketing Dept • Based on components, metrics and design • Invoice issued 4. Draft • Pub submits claims and creative design • Mutual approval necessary (Newspaper and ABC)

17. CMRProcess 5. Audit Work • ABC Audit Group & Digital Group, if applicable • Coordinate and complete audit procedures 6. Proof • Results provided to newspaper • Proof generated and provided to newspaper 7. Approval & Release • Approval by newspaper • ABC releases into marketplace

18. CMR2.0

19. CMR2.0 • CMR task force • Created in July 2011 • Newspaper publishers and buyers • Purpose • Future of the CMR • Database integration • More timely reporting

20. CMR2.0 • Future of the CMR • CMR to replace traditional P/S • Sunset date for P/S not yet determined • Items to consider • Data elements • Mandatory metrics vs. optional • Comparability, yet flexibility • FAS-FAX impact • CNA member impact • Transitional period

21. CMR2.0 • Database Integration • Retain some level of comparability • Items to consider • What components should be mandatory? • Which metrics within each component should be mandatory? • Matrix to be developed

22. CMR2.0 • Timely Reporting of Data • Quarterly Par. 3 data (ZIP and County) • Via online tool • Beta-testing currently in progress • Six newspapers • Input data using tool • Evaluate design, ease of use • Gather feedback • Develop business rules

23. CMR2.0 • Business Rule Considerations • Who required to file quarterly? • Deadlines? • Consequences? • Can data be modified? • Will history of edits and data be visible? • Disclosures? • Implementation date? • Other data to be filed? • Top-line print circulation data • Digital data

24. CMR and Timely Reporting:A Look at Other Divisions

25. ConsumerMagazines • Timely Reporting • Rapid Report tool • Established 2006 • Highlights • Prompted by advertisers • Shows top-line summary data • Available to advertisers in .pdf or Excel • 139 titles voluntarily participate (23%) • Represents 38 publishers

26. ConsumerMagazines • Business Rules for Rapid Report • File each issue • Initial deadline is end of following month • Modifications permitted until P/S filing deadline • History retained • Must reconcile to P/S

27. ABC Publication Special Issue

28. ConsumerMagazines • Future of Rapid Report • May become mandatory for larger titles • Remain optional for all others • Timeline not yet established

29. ConsumerMagazines • CMR • Launched June 2011 • 9 total titles released so far • 5 already have multiple CMRs • Highlights • Stand-alone report like newspapers • Circulation, digital, e-newsletters, social media and event data • One showed global data

30. BusinessPubs • CMR • Launched December 2008 • Highlights • Optional • If used, replaces Publisher’s Statement • P/S data shown first • No customizing in traditional data • Additive and customizable data follows (web, newsletters, trade shows, social media, etc.) • Must identify if attempt was made to unduplicate data

31. VerifiedHome Delivery

32. Verified Home Delivery • Requested • Residential delivery • Opt-in to initiate delivery • Opt-out on every issue • Additional annual opt-out effort • 12-week minimum • Targeted • Residential delivery • Opt-out if service exceeds one day • 120-day advance notice on ABC website

33. VerifiedHomeDelivery • Audit Process • Quantify • Obtain recipient file • Sample selection • Initial recipient contact • Field testing • Contact publication • Rebuttal process • Final results tallied • Additional audit efforts

34. VerifiedHomeDelivery 1. Quantify • Determine average volume for all editions • Develop audit plan 2. Obtain recipient file • Address-specific • Phone numbers, if available • Delivery days and windows • Copy of all editions 3. Sample selection • Selected by auditor • Not shared until testing complete

35. VerifiedHomeDelivery 4. Initial recipient contact • Letter & phone campaigns • Confirm • Receipt (targeted) • Order (requested) • Response rates vary, but typically low 5. Field testing • Set of auditors sent into market • Visual observation to confirm delivery • Subscriber contact if necessary • Summarize results

36. VerifiedHomeDelivery 6. Contact publication • Any delivery issues over last 3-6 months? • Factor into audit results • Present net results to publication 7. Rebuttal process • “No goods” (NGs) • Recipients who didn’t respond • No observation of delivery • Delivery issues didn’t account for lack of response or lack of delivery • Publication given chance to refute NGs • Affidavits, phone calls, etc.

37. VerifiedHomeDelivery 8. Final results tallied • % of sample that are NGs applied to total Verified, HD circulation • Up to 15% error allowed without deduction • For total Verified, HD • That’s Requested and Targeted together 9. Additional audit efforts • Confirm other qualification requirements • Opt-in for requested • Opt-out efforts for both • Website postings for targeted

38. VerifiedHomeDelivery • Helpful Hints • Understand audit requirements • Reasonable response time to auditors • Shorter delivery windows • Reduces risk of errors • Less cost • Maintain address-specific route lists • Complete and updated for move-outs, vacant homes, etc. • Conduct internal review of files • Don’t let them get too far out-of-date • Retain phone numbers, when possible

39. VerifiedHomeDelivery • More Helpful Hints • Know & track delivery problems for each issue • Post your targeted programs online • Check and update regularly • Self-audit • Don’t go into audit blindly • Execute efforts, randomly, to confirm delivery is occurring • Don’t inform distributors and carriers of your self-audit timing • Create culture of adherence to delivery schedules and policies

40. VerifiedHomeDelivery • Last One… • Consult your audit manager if you are just developing a verified program or you plan a significant change in volume

41. GoingDigital

42. Going Digital • What are Your Digital Products? • Restricted-access web site • Registration and log-in required • E-reader • Kindle, Nook, etc. • Tablet app • iPad, Samsung, Kindle Fire, etc. • Mobile app • iPhone, Android, etc. • Other?

43. Going Digital • Potential as a Digital Edition • Product must be news-focused • Content must have correlation to your print product • May be replica or nonreplica of print • May have different name • If name is substantially different, then product must reflect it is a brand related to the ABC member

44. Going Digital • Determine strategies • How do you sell digital? • What metrics do you want? • What is best ABC approach for you?

45. Going Digital • Qualification • Paid • Proof of incremental pricing • Access every 30 days • Verified • Proof of access every 30 days

46. Going Digital • Audit Process • ABC book for digital circulation • Identify all digital products claimed • Incremental Pricing • Confirm access, when applicable

47. Going Digital 1. ABC Book for Digital Circulation • Foundation for audit • Most overlooked by publications • Often a manually compiled spreadsheet • Reflect same categories as P/S 2. Identify all Digital Products Claimed • Provide access to all products • Auditor reviews all products • Confirms eligibility as digital editions

48. Going Digital 3. Incremental Pricing • Include digital subscribers in master listing provided for “Nth” • Tested as part of subscriber file • Auditor ties digital to the print account • Auditor confirms order and payment • Publication provides list of all promotional codes used in audit period. • What each means • Hard copy offer associated with it • Critical to audit

49. Going Digital 4. Confirmation of Access • Know your provider • What is tracked, output reports, detail support • Consult with audit manager in advance if you have concerns or questions • Testing • Publication walks auditor through process of quantifying for Publisher’s Statement and details to support that data • Explain any adjustments made (i.e. de-duping) • Auditor selects a month • Auditor reviews log files (retain for audit)

50. CAC Acquisition