1. Print Online Integration – Key Themes Customer-Driven Change
Follow the lead of the advertisers:
Mirror the advertisers’ own structure
Create intuitive bundles to do what they need
Make it easy to buy
Price to compete realistically with online
Think through fulfilment & customer service
Provide the freedom needed for online:
Accept sales channel conflict
Realise that online does sell against print
Allow online to manage its business aggressively

2. Print Online Integration – Key Themes Product Design Approach
Play to the strengths of each medium:
Leverage the reach & browsing style of print
Use print to generate interest in online
Create best-of-breed online listings
Leverage online to strengthen print:
Adapt to a world where online is the lead product
Publish the best online content in print

3. Print Online Integration – Key Themes Organisational Changes
Drive change from the top:
Communicate clearly that this is not optional
Do away with institutional denial
Play to your strengths with test markets
Celebrate early wins
Align the organisation behind integration:
Co-ordinate or integrate the teams
Provide training & regular support
Create incentives
Consider bundling & combined contracts

4. CareerBuilder Background
Market-leading US-based online recruitment site
Owned by Gannett, Tribune and McClatchy
Independent governance structure
Print section re-branded with shared editorial
Links from newspaper.com sites
Significant marketing investment to compete with Monster and HotJobs
Upsells from print contact centres
A strong print / online success story

5. CareerBuilder Sales Approach
Print Contact Centres:
Lead with print / online bundles
Make fulfilment easy
Outside Print Sales Teams:
Simplify combined rate cards
Move to combined revenue contracts
CareerBuilder SME Sales Team:
Outbound SME sales team in newspaper markets
Simplified product set
Developed overall outbound calling skill set

6. CareerBuilder Keys to Success
Fully independent organisation
Clarity of purpose – be number one online
Senior level shareholder support
Freedom to sell as required
Significant online marketing budget
Reformatted print sections

7. Truelocal Background Leading online directory site in Australia
Part of the News Digital Media network
National website with comprehensive listings
Focus on key categories such as restaurants, trades, health & beauty, medical
Recently redesigned to emphasise ratings & reviews
One brand in print & online
Distribution online, via mobile & on iPhone

8. Truelocal Combined Content Approach
Local Business Owner Features:
Community newspaper feature
Editorial selection of one local owner
Featured Local Listings:
Reverse publication of ratings & reviews
Managed by local editors
Selected based on user reviews & general interest
Linked to daily features sections

9. Truelocal Sales Strategy
Leveraging Print Contact Centres:
Print / online bundles in all contact centres
Dedicated training resources & frequent refreshers
Sales incentives
Weekly reporting of results
Combined Employer Branding:
Print & online in combined sales collateral
Combined advertiser presentations
Keys to Success:
Senior support & visibility
Constant training support
Softening market
Competition from the online sales team