Good Morning

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Good Morning
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Morris Publishing Group

• The company's holdings include newspaper and
  magazine publishing, outdoor advertising, visitor
  publications, book publishing, radio broadcasting
  and online services.

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Morris Publishing Group

• Morris Publishing Group publishes 27 daily
  newspapers as well as non-daily newspapers, city
  magazines and free community publications
  throughout the US.

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Newspaper
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Augusta, Georgia
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The Industry

• A quick look at of Newspaper Adverting in the US

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Competition is growing

• From 3 TV networks to 100 channels
• From 18,000 to 45,000 magazine titles
• From 18 to 40 local radio stations
• From 0 to 20 million internet sites

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Todays Challenges An Opt-Out World

• Channel surfing Commercial-free programming
  (i.e., HBO, PBS) DVRs Video-on-demand, Satellite
  radio National Do Not Call list Web-firewalls
  and blockers

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The Value of Newspaper Media Opt-In Advertising

• The advertising in Newspapers in print and online
  is a destination, not a distraction.

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Newspapers are the most preferred media.
Advertising is content. Newspaper blows away all
other media as the preferred way a getting
advertising info.
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Newspapers are the most preferred media.
Readers like the newspaper ads.
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Reaching ConsumersWhen and Where They Want
Newspapers have broadened their reach by
growing their audiences news consumption from a
print-only readership to an online edition,
knowing that internet savvy users are sometimes
only consuming news online.
Charles Buchwalter, VP Client Analytics,
Nielsen/NetRatings
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Newspaper Website Visitors

• In November 2005, newspaper website visits
  reached an all time high of 55 million users.
• 30 increase over the same time last year.
• 30 of all active internet users visited
  newspaper websites in November 2005.

Nielsen/Net Ratings 2005
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(No Transcript)
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Tremendous Online Local Revenue Growth in 6 years
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The Future

• Converging our print, online and other media is
  the best defense against the competition.

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The Future

• Circulation is declining across the country
• Online Readership is increasing
• The Augusta Chronicles circulation
• Decrease 1 in print in 2005 paid circulation
• Increased Online Readership over 90,000 unique
  monthly Visitors to our sites

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The Augusta Chronicle

• A look at our local Market

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The Augusta Chronicle

• Daily Circulation 74,200
• Sunday Circulation 95,100
• Daily Readership 168,440
• Sunday Readership 225,780
• Online 90,000 Unique Monthly Visitors
• Over 270,000 Registered online Users
• Over 7M monthly Pageviews
• (80 of online readers do not subscribe to the
  newspaper)

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The Augusta Chronicle Products

• Community Weekly Newspapers (6)
• Eight Network Websites (other websites)
• Website Hosting and Site Building Business
• Entertainment Product (Applause)
• Shopper/TMC Product (The StopNShop)
• Coupon Product (Deals Direct)
• City Magazine (Augusta Magazine)
• Specialty Products

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The Reach
73
65
61
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Base Augusta MSA (368,320) Source Scarborough
Research, Augusta Market Custom Study, 2004
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Average-Issue Daily MSA Penetration Selected
Newspapers
The daily Augusta Chronicle ranks 33 of 212
newspapers in metro penetration.
72.8
61.3
Source Scarborough Research, R1 2004.
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Print Media Reach in the Augusta MSA
Base Augusta MSA (368,320) Source Scarborough
Research, Augusta Market Custom Study, 2004
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AugustaChronicle.com

• The Newspapers Websites

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The Augusta Chronicle Websites

• www.augustachronicle.com
• www.augusta.com
• www.newstimesonline.com
• www.augustaAutos.com
• www.augustaRealestate.com
• www.csraapartmentfinder.com
• www.augustabrides.com
• www.augustamagazine.com
• www.augustajobs.com
• And more

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Competition

• Daily Newspaper Aiken Standard
• Weekly Newspaper Metro Spirit
• Magazines
• Radio
• Cable TV
• Broadcast TV
• Phone Directories
• Out Door Signs
• Direct Mail

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Management Strategy

• The Four Disciplines of Execution

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Management Strategy
The Four Disciplines of Execution Morris
Communications Wildly Important Goals
(Wigs) People, Papers, Profits, Invest in our
People Invest in our Papers Increase company
profits
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The Four Disciplines of Execution

• Wildly Important Goal
• Advertising WIG
• -Exceed 2006 Revenue Budget
• -Grow Advertisers Revenue
• -Value our Employees

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Selling StrategyNeeds Focus Selling

• We must shift from being hunters to farmers and
  focus on cultivating relationships/Partnerships
  with our advertisers.
• (needs based selling builds trust and
  relationships)

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Selling Strategy

• Integrity Selling
• AIDINC.

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Selling StrategyAIDINC

• Approach To gain rapport
• Interview To Identify Needs
• DemonstrateTo show how you can fill needs with
  products
• ValidateTo prove your claims
• NegotiateTo work out problems
• CloseTo ask for a decision

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Multimedia Selling

• People dont like to be sold but they love to
  buy.
• Little Red Book of Selling,
• Jeffrey Gitomer

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Multimedia Selling

• The most successful campaigns leverage the
  strength and Synergy of Print, Online, Email, TV,
  and Out door sign.

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Multimedia Selling

• Multimedia Sales Team
• -Sales Team capable of Selling Multimedia
  products. (print, online and more)
• -Online Sales Consultants Model-
• Assist and train the sales executives
• -Prepare presentations
• -Four legged sales calls

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Retail Multimedia Sales
Mark Lane Advertising Director
John Jackson Retail Multimedia Director
Sandy Wood
Chris Corey
Sharye Whisenant
Calin Coroban
Warren Shaw
Tonya Kelley
East Team Manager
West Team Manager
Carolina Team Manager
New Media Bus Dev Team
Multi Media Sales Consultant
Multi Media Sales Consultant
Tricia Perea
Sherry Raymond
Janet Greene
Nikki Debraal
Joey Aranda
Tamara Davis
Graphic Artist
Account Executive
Account Executive
Online Sales Coordinator
Account Executive
Graphic Artist
Marty Brittain
Kit Rogers
Donald Miles
Patrick King
Jessica Medlin
Mary Claire Jones
Graphic Artist
Account Executive
Account Executive
Web Developer
Account Executive
Graphic Artist
Jennifer Taylor
Deanne Hall
David Worrell
Robin Bunch
Sharon Davis
Donna Dunn
Sales Assistant
Account Executive
Graphic Artist
Web Site Producer
Account Executive
Sales Assistant
Janet Chiu
Ethel Plunkett
Michelle Gonzalez
Angie Hood
Account Executive
Sales Assistant
Online Programmer
Account Executive
Ryan Hywett
Rod Barrie
Account Executive
Account Executive
Sean Bielinksi
Kathy Cleveland
Account Executive
Account Executive
Preston Feiler Yellow Advantage
Peter Appleby Yellow Advantage
4/24/06
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Classified Multimedia Sales
4/24/06
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Multimedia Selling

• Keys to successfully converging Print and Online
• Very strong executive support for their online
  operations
• Dedicated, online-consulting staffs
• Non-traditional sales personnel (i.e., not print
  or broadcast (Train current staff)
• Assumptive selling and packaging of Print and
  Online. (75/25 classified/retail revenue mix)

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Multimedia Selling

• Benefits of Multimedia Campaigns
• Campaign objectives meet faster
• Media Multiplier Effect lift
• Increased Tracking Capabilities
• Increased Market Penetration

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Multimedia Selling

• Increased Reach
• Increased Frequency
• High impact Ads
• Agency-like Service for the advertiser
• One-stop shopping

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Multimedia Selling

• Our 3 ways to sell converged Products
• Up sell-Good
• Assumed Up sell- Better
• Bundled/Packaged Campaign-Best
• Value Add-Never!

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SellingMultimedia Advertising

• Upwelling
• Up-selling may devalue online advertising
  component of the buy. When advertisers buy a
  package that includes online exposure, the way it
  is marketed and sold often leaves them with the
  impression that it is value-added, or free.
  Thus, advertisers ascribe little or no value to
  it. Your sales representative must clearly
  communicate the value of the online or other
  media.

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SellingMultimedia Advertising

• Assumed Up sell
• Again value of each component of the package may
  be devalued. With this technique the close
  percentage increased tremendously.

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SellingMultimedia Advertising

• Bundled/Packaged Campaign
• Creating packages that include the best mix of
  print, online, email, direct mail, and outdoor
  and presenting the combined benefits and a single
  price is the best approach to selling multimedia.
  This is the McDonalds Value Meal.

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Multimedia Selling

• Secrets Sauce to Selling your advertising
  products
• - Select a product champion to own it.
• - Sells in a CAN (KISS principle)
• - Scoreboard
• - Reward Success/Effort

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Compensation

• 100 Commission
• Bonus/Spiffs Individual and Teams
• Daily, Weekly, Monthly
• Higher Commission for Online
• Contest
• Auctions Bucks (15,000 merchandise)
• Additional Vacation Days
• Trips

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Compensation

• 96 of companies made some type of change to
  their sales compensation in 2005.
• Reasons to change
• Markets Change
• New types of Products
• Competition
• Change in talent/skill levels
• Technology
• More

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Compensation

• There is no model that works best in all
  situations. Some things I learned.
• Clarity- Hit the target win a prize
• Minimize changes to compensation
• Compensation must be tied to strategy
• Compensation will not replace leadership
• Compensate your winnersor someone else will.

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Compensation

• Sales Representative of the Month
• Parking Space
• Picture of the wall
• Certificate
• Eligible for Employee of the year

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Compensation

• Keep it simple
• Limited Measures
• Print Goal, Online Goal
• Eliminate measures that salespeople cannot
  influence.
• Remove measures not directly related to sales
• Compensate what is most important
• New business, renewals, contracts

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Selling Smarter

• New Multimedia Revenue
• Yellow Advantage 500k 2006
• PowerAds 240k 2006
• DealsDirect 200k 2006
• BidNuts (Auction) 300k 2006

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Selling Smarter

• Special Sections
• To Your Health 100k 2006
• Holiday Gift Guide 70k 2006
• Furniture Contest 40k 2006

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Selling Smarter

• Specialty Products
• FrontPage Notes 250k 2006
• Strip Ads 300k 2006
• Kraft Wraps 100k 2006
• Comics(Spiderman)60k 2006

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How do we increase sales

• Better Recruiting
• Sales Testing
• Behavior Testing
• Background Checks
• Drug Screening

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How do we increase Sales

• Better Technology
• CRM Tools, Outlook, Morris Express
• Intelligence Tools Ranger DATA Classified leads
• Prospecting Tools
• Training
• Competition Training
• Sales Training

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How do we increase Sales

• Better Training
• Competition Training
• Sales Training

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Conclusion

• Our futures are guaranteed if find what we do
  best and ignite the passion within our people.