Tactics for Winning The Readership Battle

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Online Fulfillment The Economics of
E-Commerce New York Times Regional Media
Group 2009 Roundtable on Strategic
Marketing SmartFocus Astech Vail, CO August
23rd - 26th
Presented by
Daniel L. Williams Audience Development
Manager New York Times Regional Media Group
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C-Change Strategic Transformation in Circulation
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Overview

• Pew Internet American Life Project
• Opportunities New Realities
• NYTRMG Approach
• Current Best in Class

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Pew Internet American Life Project Survey of
Americas use of the internet

• Key Findings
• American internet users have embraced e-commerce
  for its convenience.
• Most online Americans still harbor concerns over
  sending personal information, including financial
  information over a network.
• More than half of online users report some
  frustration over usability.

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New York Times Regional Media GroupThe Targeted
Growth Model

• Readership growth strategy.
• Integrated customer acquisition and CRM program.
• Maximize penetration within primary market.
• Target areas of highest value for preprint
  advertising.
• Three distinct lifestage groups Younger,
  Family, Mature

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Scoring the Database Identifying Best Prospects
via MaaX SmartReporter
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Campaign Calendar and Channel Integration
Series of Boolean Conditions
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All Paths Lead to Online Fulfillment
Email Asset
Direct Mail Asset
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Traditional Response Fulfillment
Metrics Campaign Records 189,810 Total New
Starts 1,348 Avg. Overall Response 0.71
Focus on discount
2 Response Options - Toll free phone - Mail
back remittance
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New Response Fulfillment
Metrics Campaign Records 181,133
Total New Starts 1,449 Avg. Overall Response
0.80
Focus on marketable price point
2 Response Options - Online (primary) - Toll
free phone (secondary)
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Summary

• Testing direct marketing collateral w/ no mail
  return option.
• Slight increase in campaign direct response.
• Payments in advance tripled as a percent of new
  starts.
• EZ Pay adoption grew from under 2 percent to
  nearly 28 percent of new starts.
• Annual subscriber retention is projected to grow
  from 37 percent to 54 percent.
• Cost per annual unit of circulation declined from
  89 to 67.

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Leaders - Publishing
USA Today New York Times Boston Globe Gannett
- U.S. Community Publishing
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Leaders Outside of Publishing
Southwest Airlines Capital One Amazon
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Suggested Readings

• Pew/Internet Pew Internet American Life
  Project
• www.pewinternet.org
• Dont Make Me Think Steve Krug
• Landing Page Optimization Tim Ash

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Thank You
Daniel L. Williams Audience Development
Manager New York Times Regional Media Group (p)
863.802.7251 (e) daniel.williams_at_nytrng.com