Providing Delivery

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(No Transcript)
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Providing Delivery
Options To
Advertisers
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Why?
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Newspaper Services of America
Our advertisers are continually seeking to
improve R.O.I. on their preprint investment. 10
years ago advertisers were asking for
distribution by zip codetoday, with improved
customer data and technology, advertisers need to
send different messages to different consumers
based upon lifestyle and purchase habits.
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Newspaper Services of America
This is going to necessitate the need for
newspapers to develop sub-zip code level
distribution in order to maintain or increase
their share of the preprint dollar!
E.L. Skip Westerhold President Newspaper
Services of America
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We believe there is nothing more important to
the future success of the newspaper industry than
its ability to deliver highly-targeted promotions
for todays marketers. We are challenged
every day by our customers to target more
effectively through newspapers. Targeting is no
longer an added benefit that marketers utilize
occasionally - it is a prerequisite for
consideration.
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Newspapers that dont offer targeting
capabilities (zip code or sub-zip code level) are
usually only suggested to the customer as a last
alternative for coverage in smaller market areas.
In a world where internet,direct mail and
private delivery are viable options, newspapers
that meet the challenges of targeted delivery
will thrive. Those that dont will find it
increasingly difficult to grow.
Larry Berg Vice President Sales/Purchasing Valassi
s Communications, Inc.
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Concerns

• Decreased Revenue
• Logistics

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Pioneers
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Oklahoma

• Zoned community news and ROP advertising
• Preprints zoned at the zip code level
• 271 Microzones

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We first implemented microzones one day a week
in an effort to retain our grocery business. As
a result we increased business in other
categories. Our single sheet inserts from small
retail businesses grew so fast we were soon
zoning seven days a week. We felt if we could not
deliver the market advertisers needed, they would
find someone else who could.
David Thompson Advertising Director The Oklahoman
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Cleveland

• Zoned community news and ROP advertising
• Preprints zoned to the zip code on Sunday

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Tell those who are worried about losing full
run, not to worry Youll make it up in volume.
Plus youll have happy advertisers.
Terry Hebert Advertising Director The Plain Dealer
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Milwaukee

• Preprints zoned to the zip code with some
  clusters of zips
• TMC program split zips
• Guarantee 100 accurate delivery or
  preprint will be delivered within 2 hours

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Our TMC program was a financial loser until we
moved to delivery of non-subscribers in the mail.
We deliver below the zip code level to carrier
route. We structure our delivery of subscribers
to match mail routes. Within one year we turned a
million dollar profit and were able to regain the
food business.
Richard Dobson Sr. Vice President
Advertising Milwaukee Journal Sentinel
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Atlanta

• Zoned community news and ROP advertising
• Selected sections zoned throughout the week
• Preprints - zip code level Sunday - Friday
• Preprints - Carrier route requires special
  handling One per day/No overlap

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The drive in business today is for greater and
greater efficiency. This defines how a firm goes
to market. Some products need broad distribution,
some need narrow. They will seek out and
utilize the media that can deliver their market
in the most efficient manner.
Michael P. Perricone VP Advertising Atlanta
Journal/Constitution
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Houston

• Carrier route delivery, shared mail and solo mail
  
• Targeting levels of Distribution
• Full ZIP/split ZIP
• Carrier route
• Address specific inside shared mail or solo mail
• Distribution options and targeting levels can be
  customized and combined for maximum effectiveness

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• Database Services
• Market Analysis
• List Selection
• Data Processing
• Mapping
• Merge/Purge

• Turnkey Production
• Creative
• Printing
• Mailing Services

• Distribution Options
• Solo Mail
• Chronicle Inserts
• ZIP Level
• Carrier Route Level
• ChronDirect - Combination of Mail and Newspaper

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When we began our database driven direct mail
our goal was to grow business by 20 the first
year. We have exceeded that goal.
Dwight M. Brown Vice President -
Advertising Houston Chronicle
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Conclusions

• Lost Revenue - Dont worry, youll make it up in
  volume
• Business Growth Opportunities
• Logistics - A Manageable Challenge

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Providing Delivery
Options To
Advertisers
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(No Transcript)