Welcoming Remarks Glen T. Cameron, Ph.D.

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Welcoming RemarksGlen T. Cameron, Ph.D.
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Sundial presenters will focus on four topics
Circulation and readership Advertising
revenue Online media developments Research as
a profit center of the newspaper
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Revenue is the purview of advertising, public
relations and marketing which we have integrated
here under the term STRATEGIC COMMUNICATION
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Research as the foundation of planning and
evaluation
Online and new media as crucial tools
Global/multicultural perspective
Cultivation of long-term relationships with
many different stakeholders
A wide selection or toolkit of communication
tactics such as advertising, direct mail,
publicity, events, etc.
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This will position the Guangzhou Daily Press
Group as a leader across the land
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And it will be a tremendous profit center for the
Press Group
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let us begin!!
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Readership Research Ken Fleming
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Why Readership Research?
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What is readership research?
Readership research is a scientific process in
which readers perceptions, attitudes,
satisfaction, and expectations about a
publication are quantitatively collected and
analyzed for better decision making and offering
of the publication.
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Process of Readership Research
Design of survey instrument Sampling Data
collection Statistical analysis Interpretati
on of survey results
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Advantages
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Reader profile Readership of publication con
tents Reader motives likes dislikes Read
er-nonreaders Competition analysis Readers
hip of advertisements Media research studies
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Sample of Guangzhou Daily Readership Survey
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What is your primary source of news about the
Guangzhou area?
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How many days a week do you read a newspaper?
Which newspaper do you read?
How many days a week do you read Guangzhou
Daily? On a typical day, about how much time do
you spend reading an issue of Guangzhou Daily?
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Do you subscribe to Guangzhou Daily?
How long have you subscribed to Guangzhou
Daily? Why do you subscribe to Guangzhou Daily?
Why dont you subscribe to Guangzhou Daily?
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How likely is it that you will continue to
subscribe to Guangzhou Daily in the future? (1,
3, or 5 years) How do you rate the news coverage
of Guangzhou Daily? the feature stories?the
sports coverage? What do you like most about G
uangzhou Daily?
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What do you like least about the Guangzhou
Daily? What other newspapers do you read? How
many days a week do you read Yangcheng Evening
Daily? How many days a week do you read Nanfan
g Zhoumo?
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Which newspaper does a better job in covering
national news? local news? political/social news?
business/economic news? travel? sports?

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Reading newspapers is an important part of my
daily life. I need to read newspapers everyday
to keep up with whats happening.
I feel like I miss something if I dont keep up
with the news that day
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I tend to read or look through a lot of
sections in the newspaper rather just one or
two. Stories in the newspaper tend to be much
more thorough than those on TV or radio.
I dont follow the news all that closely.TV
keeps you up-to-date better than newspapers
do.
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I usually dont have time to read the
newspaper Most of what they print in newspapers
isnt really relevant to me and my life.
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Where are you most likely to learn about
products or brands or products you might like to
try to buy from radio commercial from televis
ion commercial from newspaper ads from online ad
s
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Case Study of the AmeriBig DailyNewspaper
Readership Research Is Valuable and
ImportantErnest Yuyan Zhang
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AmeriBig Daily January-June 1998 Continuous Tra
cking Study
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Primary Measurement Objectives
. Usage of news sources . Attitudes toward ne
ws and news sources . Spontaneous awareness of
advertising for the AmeriBig Daily
. Readership to the AmeriBig Daily and other new
spapers (Weekdays Sunday)
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. Subscriptions to the AmeriBig Daily and other
newspapers . Interest in news topics Ove
rall evaluation of the AmeriBig Daily and other
newspapers Newspaper preference and loyalty
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. Readership of AmeriBig Daily weekday sections
. Readership of AmeriBig Daily Sunday sections
. Overall evaluation of the AmeriBig Daily week
day and Sunday sections Frequency of read
ing the AmeriBig Daily
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. Time spent reading the AmeriBig Daily
. Importance of reading the AmeriBig Daily .
Accessing of ABDAILY.COM
. Demographics
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Readers Segmentation (Mainly for advertising)
Dedicated Hard News Business Cosmopolitan Ent
husiasts Local Features Enthusiasts Practical Sp
orts Entertainment CNNers Local Chamber of Com
merce No News Is Good News
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Usage of news sources Attitudes toward news a
nd news sources
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Spontaneous awareness of advertising for the
AmeriBig Daily
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Readership to the AmeriBig Daily and other
newspapers (Weekdays Sunday)
Details about Readership of AmeriBig Daily
Other Newspapers
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Newspapers Read Yesterday
The Big Daily Jan.-Mar. 1998, 37 (Base 2770
) Apr.-Jun. 1998, 35 (Base 3273)
The County Register Both are 12 The Wall
Street Journal Jan.-Mar. 1998, 6 Apr.-Jun.
1998, 5
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AmeriBig Daily Read Yesterday Percentages
of Jan.-Mar. 1998, 37 Apr.-Jun. 1998, 35

Percentage of Jan.-Jun. 1998, 36
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Newspapers Read Last Sunday
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AmeriBig Daily Read Each of Last 5 Weekdays
AmeriBig Daily Read Each of Last 4 Sundays Re
adership of AmeriBig Daily Last 5 Weekdays Last
4 Sundays
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Subscriptions to the AmeriBig Daily and other
newspapers
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Details about Newspaper Subscription
Dual Subscription to The Big Daily The Regi
ster Dual Subscription to The Big Daily The Da
ily News Subscription to The Daily and Competito
rs Seven Days Subscription to The Daily Etc.
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Details about Interest in News Topics decided by
Segments(CNNers), Sex, Age(18-24), Education(Post
H. S./Tech), Annual Household Income(25,00049,99
9),Ethnicity(Caucassian), County/Area
Interest in National International News
Interest in local community news
Determinants of AmeriBig Daily Reading Frequency
Time
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Overall Evaluation of the Big Daily
Importance of Reading The AmeriBig DailyAll
AmeriBig Daily Readers Jan.-Mar. 1998, 62
Apr.-Jun. 1998, 63Newspaper Preference/Loyalty
In the County Very loyal to The Daily, 19 To
The Register, 43 (Jan-Jun 1998)In the city
where the Daily headquartered Very loyal to The
Daily, 33 to the Dailys competitors 24
(Jan.-June,1998)
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Importance of reading the AmeriBig Daily
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Details about Readership of The Daily Sections
Readership of The Daily Weekday Sunday Sectio
ns in Different Counties such as County A and
Valley B Readership of the Weekday Sections Amon
g Last 5 Weekday Issue Readers
Readership of the Sunday Sections Among Last for
Sunday Issue Readers
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Conclusion 1 According to the editor in chief
of the AmeriBig Daily, they conducts the annual
continuous readership tracking study on the basis
of 12,000 interviews every year.
Time period B.C./County A Big City. Valley B
County A Nightly 50 30 9
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Weekly 250 150 45 55
4-week period 1000 600 180
220 12-week period 3000 1800 540
660 Annually 12,000 7,200 2,160
2,640
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Conclusion 2 Also according to the editor-in-c
hief The yearly research has helped improve th
e Dailys readership. The research has even hel
ped the Daily penetrate more minority areas,
especially the Latinos areas.
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Research on advertising decision-makingDr. Glen
Cameron
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IntroductionWhat is advertising decision-making
study

•  

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Rationale for study

• Confused advertisers I know half of my money put
  in advertising is wasted, but I dont know which
  half.
  
• Media need to provide policy suggestion to
  convince them that every penny they spend is
  rewarding.
  
• Media may become scapegoat of a bad advertising
  decision-making and suffer loss of revenue.
  
• Challenging reality and great benefits

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Market reality requirement

• Limited advertising budget
• Fragmented media fiercely competing for ad
  allocation
  
• Threatened newspaper advertising pie share by
  other media (Direct mail, Yellow page, Internet)
  
• Changing demographics and psychographics lead
  to
  
• New demands of advertiser
• Change of marketing strategy
• And consequently adverting budget allocation

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Advertising decision-making study brings
extensive benefits

• Media can better understand the ad
  decision-making process, better understand their
  media objectives, media strategy, media
  scheduling, and write off their confusion.
• Media can make better editorial strategy to
  attract more ads!
  
• To make better strategy to compete with other
  media
  
• Provide better service to advertisers

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Research

• Marketing strategy and media planning of
  advertisers
  
• How should media be used?
• How often will each be used?
• How much of each medium will be used?
• During which period should they be used?
• Consumer research
• Demographics, psychographics and
  advertising
  
• Relation between media, advertising, and
  consumers
  
• Advertising effect research

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Capability in collaboration with Guangzhou Daily
Group

• Advertisers study
• Media study
• Audience study
• Relation between media, advertising, and
  consumers
  
• China and world advertising market

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New Media Trends in US
Hu, Qiping
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Introduction Why do we compare new media trend
s between the US and China?
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Part A Demographic Characteristics of Website
Readers
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The number of Internet users US 148.8 mill
ion 52 of the home population in the U.S. sur
fed the Web, increasing 35 in one year.
An estimated 70 of the U.S. workforce now has
access to the Web at work. China 16.9million
, 4.4 of the total population in China Urban
Area.
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The study also found that U.S. Internet users
spent nearly 10 hours a month online, an increase
of 26 over the past year. Average Hours of Ch
inese Internet Use per Week 16.54 hours.
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The number of unique sites visited in US has
declined from 12 unique sites in July 1999 to 10
unique sites visited in July 2000.
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The number of women online surpassed that of men
for the first time ever in Q1 2000 in the U.S.,
-----according to data gathered by Media Metrix
Inc. and Jupiter Communications in New York
City.
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Chinese Internet users Male, 74.68
Female, 25.32.
The difference in gender proportion decreases
by 10 each year, while male users still maintain
their dominance  1998,male, 93 1999, male, 85
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In US Those with lower incomes, education, and
blue-collar professions spend, on average, more
time online at home than those with higher
incomes, education and white-collar jobs.
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Average incomes from 20,000 to 30,000Hours
spent online from 11.3 to 12.6 hoursWebsites
they often visit ICQ.com, WalMart.com,
Emazing.com, Wotch.com, SendingFun.comAverage
income from 53,000 to 135,900Hours spent
online from 7.1 to 7.7Websites they often
visit Schwab.com, Boston.com, TheStreet.com,
CNBC.com, MajorLeagueBaseball.com
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What are they looking for on the web?
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A new study from Greenfield Online finds that in
US Fun/jokes/games updates (52) Daily news
updates (43) E-mail newsgroups (31)
Business updates (30) Stock market
updates (22)
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Primary Reason for Accessing the Internet in
China Gathering Information 56.11 Education
(Learning computer and other new technologies)
10.89 Entertainment 10.77 Work/Business
6.98 Gathering Free Information
6.38 Communicate with Others 4.10 Accessing
Stock Trading and Information Retrieval 2.51 
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Part B Fight for young people
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The decline of adult newspaper readership
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Teens spend less than half as much time online as
adults, Jupiter and Media Metrix research finds.
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Percentages of Teens Use Internet During One
Week
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Age groups of Chinese Internet Users78 of
them are under 30 years old.
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Online Destinations of US TeensThey seek the
same content that they are attracted to in
traditional media, such as comics, sports,
entertainment, local and community news, and
horoscopes. Only 23 percent indicate that they
visit kids- or teen-only sites. 
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Teen age girls have a high affinity for off-line
brands, both in media and shopping. averaged
271 unique page views, 32 domains per monthTeen
boys surf more actively than teen girls, visiting
a wider number of sites. averaged 301.2 unique
page views, 47 domains per month----From June
2000 Media Metrix data
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Part C. Advertising Revenue and Expenditures
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Online advertising totaled 2.1 billion in the
second quarter of 2000, up 8.8 over the first
quarter of 2000 and topping 2 billion for the
first time in a quarter. The 4.1 billion total
for the first half of this year is closing in on
the 1999 full-year ad revenue total of 4.6
billion.
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American Newspaper advertising revenue for the
second quarter of 2000 totaled 12.1 billion, an
increase of 6.8 percent over the same period last
year.---- according to the Newspaper
Association of America.
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Dot-com ad spending soared
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The most popular offline media used by Internet
companies were Television, which was used
by 75


of top companies Radio (68)
Consumer periodicals (53) Newspapers (52)
Direct mail (52).
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Part D E-Commerce in US
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Purchases in millions

in the second quarterTravel Services
2,025 Computer
Hardware/Periph. 852 Auctions
644 Clothing /
Apparel 619 Books
461
Electronics
287 Music / Video
340
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Median customer acquisition cost was 78.
Approximately one-in-twelve invested 500 or
more. ----Among the companies tracked by theCom
merce Almanac
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E-commerce brands strength in USCompany
Mind Share Company Online purchaser

Share1 Amazon.com 24.1
Amazon.com 18.72 eBay.com
16.1 eBay.com
15.83 Yahoo.com 4.9
Barnesandnoble.com 6.04 priceline.com
2.7 BMG.com 3.95
buy.com 1.9 CDNow.com
3.3
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Some frequent variables in weighing Internet usage
Number of Sessions per Month Number of Unique pe
r Month Page Views per Surfing Session Time Spe
nt per Month Time Spent During Surfing Sites Vis
ited Page Views Session Duration of a Page vie
wed Average Click Rate for Top Banners
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Part E Interaction Between New Media and
Traditional Media
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Bad News for Traditional MediaNBC Olympic 2000
ratings is 14, hitting their lowest levels in
decades, down 21 percent from the 1988 Games in
Seoul, down 35 percent from the 1996 Atlanta
Games. But NBCOlympics.com led the way in the
TV and broadcast category, which jumped 159
percent to 433,000 unique visitors at home from
the day of the opening ceremony to Saturday.
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Good news for Traditional MediaOnline users
remain strong consumers of the print product. A
report from NAA discovered that 67 percent of
online users who looked at an online newspaper in
the past six months also read a printed daily
newspaper, and the figure jumps to 78 percent on
Sunday.
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Online AdvertisingPossibilities and Revenue
StreamsJin, Yan
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Introduction Snapshot of Online Advertising
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Online audience's feedback from CNNIC 2000 survey
Question What kind of advertising carrier is
more effective to you?
Answer Internet
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A fact
Ten most popular Internet sites attract 23 of
all web advertising dollars and approximately 90
of Internet users spend their time on fewer than
10 of all existing websites
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Advertisers point of view
Where an online advertisement is placed is one of
the most important factors in determining whether
or not the ad is effective
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The competitive advantage exerted by online
advertising
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Reasons to advertise on the Internet- The
origin of online advertising revenue for a website
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Internet is the best media to maximize
target market exposure
Its interaction with a target audience enables
versatile ad strategies which enhance the
awareness and activate behavior toward the
advertised product or service
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Internet offers advertisers an unprecedented
opportunity to segment their market into small
customer groups
Advertisers can take advantage of niche sites by
way of different channels on portal sites and
place ads very specifically
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Online brand equity building and relationship
marketing
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The benefits and competitive advantage for Dayoo
to engage in online advertising
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Advertising revenue for Dayoo
Intangible revenue for Dayoo
Enormous potential for developing other online
marketing business Benefits for Guangzhou Daily
Press Group as a whole
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Types of online advertising that can be utilized
by Dayoo
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Banners
Buttons Sponsorship Interstitials Other
forms
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Case study Tap the possibility of online
advertising and dayoo will do it better than its
portal rivals
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Brief background
www.sina.com and www.163.com are two biggiest
Chinese portals (both put emphasis on news
channel), which have been ranked the best design
and execution by online users in the CNNIC survey
Their channels, audience demographics and orien
tation have many similarities with Dayoo and both
are well known for their online advertising
business development
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The online advertising service of www.sina.com.cn
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Online advertising strategy Basic advertising s
ervice, online survey service, sponsorship
service and online audience analysis
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Strategic planning service Online advertising cop
y, banner design, website structure design,
e-gifts, etc.

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List of classified clients of SinaAd
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The online advertising service of www.163.com
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Popular online products, partners and potential
audience as the base for online advertising
business Comprehensive online advertising servi
ce Online advertising management
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The potential of Dayoo engaging in advertising
service and doing it better than its rivals with
profitable income
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Solid base provided by Guangzhou Daily Press
Group First-rate relationship built through the
cooperation with clients when dealing with
newspaper advertising Advantage of self-suffici
ent news-oriented portal website
Expierenced management Established brand este
em of Guangzhou Daily and the refrashing image of
Dayoo
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Conclusion
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There are prospective possibilities and
opportunities for Dayoo to engage in online
advertising It will strengthen Dayoo and Guangz
hou Daily Press Group with revenue streams and
intangible long-term benefits.
It will also pave the way to relationship
building and maintaining, which will be further
discussed in our presentation
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Relationship ManagementMaría E. Len-Ríos
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Movement from offline to the Web creates
different relationship expectations from users
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According to a Jupiter Communications report
(4/24/00) The promiseland for all portals is
to have deep affinity and genre relationships
with the largest addressable audience.
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Large general purpose audiences will have
appeal to certain advertisers, but rich targeted
audiences can bring higher prices for ad revenue
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Changing relationships with Users can be Risky
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Key PointUse your market key advantage to keep
existing relationships while moving online or
before considering market positioning changes
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Enhancement of Existing Relationships Linked to
Growth
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Key PointOrganizations with online units need
to keep relationships with existing customers and
track customers relational needs
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Relationship Measurementempiricom.org and CASR
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Development of a survey instrument,
specifically customized to the organization, to
measure online relationship health with online
users
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The bottomline for each organization is retention
of online users as the quantity and quality of
users is linked to the advertising dollar
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The measurement tool developed by empiricom
researchers is designed to help organizations
understand
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The relationships they currently have with
users
Includes evaluation of invisible networks. or
content partnerships Evaluates dimensions of trus
t, commitment, mutuality and satisfaction
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How to improve those relationships
Allows for open-ended responses to allow for
customers to provide insight into customer needs
Understand the rules for acceptable
organizational behavior
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Relationship Measurementin the Chinese Market
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Relationships with users are important across
international markets
The general rules for behavior online may hold,
although the Chinese market is currently
demographically skewed
Online news providers will need to maintain this
audience as more Web portals are created to
compete for user time
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Taiwan Soy Product CaseZhang, Yuhmiin
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Missouri Soybean Association
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• Client
• Missouri Soybean Association (MSA)

Product Non-GMO food-grade soybeans
Market Taiwan
Problem Small Market Share GMO controv
ersy
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Guangzhou Daily
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Client Guangzhou Daily (GZD)
Product Newspaper
Market Guangzhou, China
Problem Low advertising revenues
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SolutionApplying the Strategic Communication
Model
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Mutually beneficial relationship
The use of research International/multicultur
al approach New Technology The Toolkit app
roach
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ObjectiveMutually Beneficial Relationships(MSA)
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MSA State governmental officials Marketers
and Tofu producers
in Taiwan End consumers
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ObjectiveMutually Beneficial Relationships(Guang
zhou Daily)
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• Guangzhou Daily (GZD)
• Advertisers
• The advertisers competitors
• Special interest goups

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ApplicationThe Toolkit Approach I(MSA)
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• Advertising
• Newspaper ads
• Sales Promotion
• Logo, T-shirt, and Apron
• Environmental Scanning
• News relating to GMO products

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ApplicationThe Toolkit Approach II(MSA)
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• Risk Communication
• GMO vs. Public Health/Safety
• Media Relations
• Sought advice regarding media relations strategy

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Method Research(MSA)

• Personal Interview
• Telephone Survey

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ApplicationThe Toolkit Approach I(GZD)
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• Advertising
• Build GZDs image through newspaper, TV, or Web
  advertisement
  
• Sales Promotion
• Free gift with subscription
• Lucky draw with subscription
• Environmental Scanning
• Competitors promotional efforts
• Government regulations

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ApplicationThe Toolkit Approach II(GZD)
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• Risk Communication
• Monitor and managing strategically any
  information that might damaging the companys
  credibility and image

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ApplicationThe Toolkit Approach III(GZD)
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• Media Relations
• Media buyer and advertiser relations
• Provide useful information for
• better targeting and successful reach
• less cluttering
• low interest conflict (with competitors and
  special interest groups)
  

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MethodResearch(GZD)

• Personal Interview
• Telephone Survey
• Content Analysis
• Experiment

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Concluding Remarks
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Using strategic communications guiding
principles, we have presented just a glimpse of
the information and services that the Missouri
School of Journalism can provide to increase
your profitability
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Focus on readers for satisfaction and
circulation gains in quality
Focus on advertisers for more effective ad
sales
Focus on online for global commerce and ad
revenue
Begin with joint research ventures to serve
Press Group needs
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Soon build research profit center at Press Group
Conduct strategic communication training at
Press Group such as the Taiwan case
Soon become leader in state of the art, unique
training in research and strategic communication
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