The Gannett Model

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The Gannett Model

• Rick Baker
• Director Newspaper Products - IT

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Gannett Landscape

• 100 US Dailies
• USA TODAY
• 22 Television Stations
• 100 Web Sites (US)
• USATODAY.com
• Newsquest (17 dailies, non-dailies .com)

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Gannett Newspapers IT Landscape

• 100 dailies
• A variety of hardware and software
  Classified/Editorial
• Somewhat standard on business operational systems
• 89 Genesys Circulation
• 74 Genesys Advertising

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Gannett IT

• Build, Buy and Deploy
• Core Projects
• Genesys Circulation
• Genesys Advertising
• Analytical Projects (use core data)
• R-Logic
• Direct Express
• ConneXt
• Brio (Ad Hoc)
• DB
• AdWizard

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Gannett Newspaper DivisionMessage to IT

• Genesys installs take too long
• IT Interpretation
• We love your Genesys application so much that the
  newspapers that dont have it cant wait to get
  it.
• Develop and Deployment of new function takes too
  long
• IT Interpretation
• Your software is so cool that its like Christmas
  every time you put something new out.

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Whats Advertising Saying

• Advertising
• CRM
• Sales Force Automation
• Prospecting
• Actionable sales initiatives
• Discount flexibility
• More products
• More customers
• What works measure results

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Whats Circulation Saying

• Circulation
• Telemarketing restrictions
• Alternatives to drive circulation
• Retention analysis
• Intelligent prospecting
• Service improvements
• What works measure results

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Finance Objectives
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IT Dilemma

• How can I provide IT solutions to meet all these
  initiatives for all these newspapers and
  television stations and still make it home for
  dinner?
• Enterprise Data Management Strategy
• EDMS

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Focus on Analytical Solutions

• Circulation, Advertising, Market Development and
  IT Coalition
• Solve this!
• Long roll-outs, inconsistent implementations
• Haves, have-nots
• Point solutions require work-arounds, extra work

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EDMS Framework

• Operational data collected locally (same as
  today)
• Multiple market data stored centrally (MOC.
  Refreshed daily, accessed outside of operating
  environment)
• Data accessible for one salesperson one site
  multiple sites groups division
• Test locally, deploy globally fast. (The ad
  cube, employment CRM, etc., are installed once.
  All newspapers on most current version 90 days
  from start to implementation)

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EDMS Implementation

• Network
• Data
• Analysis tools
• Prospects and Sales

EDMS Infrastructure
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The network makes all things possible
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EDMS Implementation

• Network
• Data
• Analysis tools
• Prospects and Sales

EDMS Infrastructure
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EDMS High Level Infrastructure
Maryland Operations Center (MOC)
Brio
NEWSPAPERS
NEWSPAPERS
Cube
Web Server 1
MOC DATABASE AS/400
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ICON High Level Infrastructure
Maryland Operations Center (MOC)
Web Server 1
NEWSPAPERS
Internet
Firewall
MOC DATABASE AS/400
Web Server 2
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How can you get the data?

• Web access to standard reports
• Web access to cubes
• Excel access to cubes
• Reports distributed automatically via email
• Authorization to specific data sets based on
  personal log-ins to system

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EDMS Implementation

• Network
• Data
• Analysis tools
• Prospects and Sales

EDMS Infrastructure
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The EDMS View
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Operational impact

• Short term
• Faster integration of new properties
• Less time collecting data, more time doing
  something about the numbers
• Long term potential
• Centralize data management (people, households,
  advertisers, single copy retailers, cross-market
  advertisers)
• CDS certification, integrate 3rd party data
• Better, cheaper
• Real-time analysis more accurate forecasting
• Potential to develop stronger regional and
  national sales for both advertising and single
  copy

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Strategic impact

• Short term
• Begin to bring in web audience information
• Add email addresses
• Long term potential
• Collect data across GCI divisions
• Be able to communicate the strength of GCIs many
  audiences versus other, aggregating, media

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Quick Demo
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