Paid Sampling

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Paid Sampling
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Brought to you by...
Kim Rossmair Circulation Operations Manager Broad
Street Precision Marketing Philadelphia
Newspapers Inc.
And her able assistant...
Jackie Rose Advertising Operations Manager Broad
Street Precision Marketing Philadelphia
Newspapers Inc.
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What is Paid Sampling?
A distribution strategy aimed at reaching

• a targeted set of non-subscribers,
• in a specific geographic area,
• based on certain demographics,
• customized for each advertiser.

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Why Paid Sampling?

• For our advertisers ...
• an inexpensive way to reach potential customers
  in a proven vehicle
• as one part of a comprehensive advertising
  program.

• For us...
• to increase circulation
• as an advertising tool

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ABC Rules and Policy for Paid Sampling
In July 2002, the ABC board established temporary
guidelines to qualify sponsored Third Party Sales
as paid circulation in ABC reports. The
guidelines are as follows

• The sponsorship/donor must direct the newspaper
  distribution by specific distribution program.
• The transaction must be separate from any other
  financial agreement between the sponsor and the
  newspaper and have a clear audit trail.
• Copies must be paid for at a qualifying price,
  at least 25 of basic price.

Source Audit Bureau of Circulation
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ABC Rules and Policy for Paid Sampling
More guidelines . . .

• Recipients must be advised that the copies are
  being made available by the sponsor.
• All programs with average circulation of 250 or
  more copies per issue must be individually
  annotated in ABC reports.
• Total average sponsored third party circulation
  must not exceed 2 of average paid circulation.
• At the time of distribution, newspapers must
  have sufficient funds on deposit to cover the
  cost of newspapers distributed.

Source Audit Bureau of Circulation
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Who is Using Paid Sampling?

• Philadelphia Phillies
• Strawbridges
• Philadelphia 76ers
• The Smithsonian
• Merriam Theatre
• Philadelphia Eagles
• and more

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How do they announce the newspaper is a gift?

• Wraps
• Poly Bags
• Post its
• Flyers
• Custom Page

Compliments of place advertisers name here.
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Paid Sampling Projects for 2002
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Projects for 2002 Daily Inquirer
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Projects for 2002 Daily Inquirer
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Projects for 2002 Sunday Inquirer
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Projects for 2002 Sunday Inquirer
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Projects for 2002 Daily News
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Projects for 2002 Daily News
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Operational Impacts on Production and
Distribution
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How Paid Sampling Impacts Production

• May require separate press runs for large
  quantities, wraps and custom pages
• No preprint insertion
• General production aggravation

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How Paid Sampling Impacts Distribution

• Delivery to warehouses must identify papers
  separately for carrier
• Hand insertion of flyers
• Hand stuffing bags
• Manual sticking of post-its
• Carrier routing of samples

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Carrier Routing Example
The Jewish Federation was looking to reach
specific zip codes in four counties in
Pennsylvania via the Sunday Inquirer, dropping a
total of 10,000 newspapers.
Were going to look at how we distributed to one
zip code in Philadelphia County.
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Carrier Routing Example 19111

• Quantities for each zip code are determined by
• limitations set for each carrier route (50
  copies maximum per route), and
• the number of papers the advertiser wants.

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Carrier Routing Example 19111
Zip Code 19111 falls into our Sunday Distribution
Zone P1E. These are the routes and warehouses
affected by the sampling.
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Carrier Routing Example 19111
The paid sampling for this zip code alone
encompasses 3 warehouses and 40 carrier
routes in order to deliver 1,849 (give or take
2) newspapers!
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Carrier Routing Example Summary
The Jewish Federations paid sampling, in total,
encompasses 12 warehouses and 237 carrier
routes in order to deliver 10,000 (give or take
2) newspapers!
Oy Vey!
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Results of Paid Sampling
We go through all of this for what??

• Advertiser visibility and reach
• ABC qualified circulation of
• 171,925 for the Daily News,
• 219,336 for the Daily Inquirer, and
• 252,553 for the Sunday Inquirer.
• Potential new subscribers

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Thank You... Call or write anytime.
Kim Rossmair krossmair_at_phillynews.com 215-854-2349
Jackie Rose jrose_at_phillynews.com 215-854-5034