Mike Blinder, President BlinderGroup.com Positioning You Local Sales Effort to Maximize Online Revenue

(727)

and search

(727)

© 2007 Borrell Associates, Inc.

(727)

NAA Newspapers Online Operations: Performance Report 2006

(727) NAA Newspapers Online Operations: Performance Report 2006

(727) NAA Newspapers Online Operations: Performance Report 2006

(727) NAA Newspapers Online Operations: Performance Report 2006

(727) NAA Newspapers Online Operations: Performance Report 2006

(727) NAA Newspapers Online Operations: Performance Report 2006

(727)

NewspaperOnline

(727) Completely Separate Competitive Online Sales Department: 1.Much harder to get into the larger accounts 2.Broadens the “culture gap” of traditional reps 3.“Rob Peter to Pay Paul” = no increase in market share Negatives: 1.New (smaller) advertiser categories get attention Positives:

(727) NewspaperOnline

(727) Ad Director Retail SM Team Mgr Creative Serv Classified SM Inside Sales Outside Team Mgr 6-10 AE’s 1 SA Online Sales Manager Online Sales Specialist Team Mgr 6-10 AE’s 1 SA

(727) One week on / One Week off

(727) Blended Online/ Traditional Model: 1.Ignore new account categories 2.Must inve$t in training Negatives: 1.Easier access to the larger accounts 2.Attacks competitive media = more market share Positives:

(727) $ All managers have a clearly defined goal for all products (including online) All sales reps have a clearly defined goal for all products (including online) Something “bad” happens if all goals are missed! Online sales team is compensated on total online sales (not individual sales) Something “good” happens if all goals are obtained!

(727) > Train to “demystify!” “Dee geek” the medium Focus them on the “eye balls” not the technology Fold it into the “solutions” they offer

(727)

NAA Newspapers Online Operations: Performance Report 2006

(727)

71% log on daily at work 65% White Collar* 20% More Audience Than Radio* (between 8am -6pm)

(727)

Circulation Manager

(727)

many do not read then newspaper Spring 2002Spring % “Extended Reach”

(727) Source: National Journal Study “Influentials” Read Newspaper Websites:

(727)  Influentials are private citizens who tell their friends where to vacation, which books to read, and for whom they should vote.  Influentials are more likely to vote, contribute, volunteer write letters to the editor, and get involved in local political affairs.  Influentials are active! 75% of major newspaper visitors are “very or somewhat likely” to research a product online. Source: National Journal Study “Influentials” Read Newspaper Websites:

(727) “Influentials” Read Newspaper Websites: Source “Touchpoints IV”:

(727) Source: RoperASW Newspaper Web site readership study “Influentials” Read Newspaper Websites:

(727) Elk River, MN weekly

Tacoma (WA) News Tribune (McClatchy) Circ: 144,000 Palm Beach (FL) Post (Cox) Circ: 155,000 Projected to generate $1,000,000 new Online revenue

(727)

Advertising Pie

(727) Advertising Pie

(727) Competition

(727)

Competition

(727) Financial 2.Hospitality/ Entertainment 3.Health Care 4.Home Improvement 5.Automotive 6.Telecommunications 7.Auto Aftermarket 8.Retail 9.Others Direct Mail:

Competition

(727) Automotive 2.Hospitality/ Entertainment 3.Financial Services 4.Cellular/ Communications 5.Department Stores/ Retail 6.Personal Care 7.Travel/ Tourism 8.Restaurants RADIO:

Competition

(727) Automotive 2.Hospitality/ Entertainment 3.Financial Services 4.Home Improvement 5.Department Stores/ Retail 6.Food Stores 7.Legal 8.Home Electronics 9.Appliance Dealers TV:

Competition

(727)

NAA Newspapers Online Operations: Performance Report 2006

(727) NAA Newspapers Online Operations: Performance Report 2006

(727) Banners Search Video

(727) Download all the slides: Stay tuned: Contact me: Mike Blinder (917) mobile