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Mike Blinder, President +1 727 847 2464 BlinderGroup.com Positioning You Local Sales Effort to Maximize Online Revenue.

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Presentation on theme: "Mike Blinder, President +1 727 847 2464 BlinderGroup.com Positioning You Local Sales Effort to Maximize Online Revenue."— Presentation transcript:

1 Mike Blinder, President +1 727 847 2464 mike@blindergroup.com BlinderGroup.com Positioning You Local Sales Effort to Maximize Online Revenue

2 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com

3 profit@BlinderGroup.com

4 profit@BlinderGroup.com

5 profit@BlinderGroup.com and search

6 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com

7 profit@BlinderGroup.com © 2007 Borrell Associates, Inc.

8 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com

9 profit@BlinderGroup.com NAA Newspapers Online Operations: Performance Report 2006

10 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com NAA Newspapers Online Operations: Performance Report 2006

11 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com NAA Newspapers Online Operations: Performance Report 2006

12 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com NAA Newspapers Online Operations: Performance Report 2006

13 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com NAA Newspapers Online Operations: Performance Report 2006

14 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com NAA Newspapers Online Operations: Performance Report 2006

15 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com

16 profit@BlinderGroup.com NewspaperOnline

17 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com 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:

18 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com NewspaperOnline

19 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com 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

20 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com One week on / One Week off

21 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com 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:

22 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com $ 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!

23 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com -> Train to “demystify!” “Dee geek” the medium Focus them on the “eye balls” not the technology Fold it into the “solutions” they offer

24 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com

25 profit@BlinderGroup.com NAA Newspapers Online Operations: Performance Report 2006

26 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com

27 profit@BlinderGroup.com

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31 profit@BlinderGroup.com

32 71% log on daily at work 65% White Collar* 20% More Audience Than Radio* (between 8am -6pm)

33 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com

34 profit@BlinderGroup.com Circulation Manager

35 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com

36 profit@BlinderGroup.com many do not read then newspaper Spring 2002Spring 2006 20 - 60% “Extended Reach”

37 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com Source: National Journal Study “Influentials” Read Newspaper Websites:

38 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com  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:

39 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com “Influentials” Read Newspaper Websites: Source “Touchpoints IV”:

40 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com Source: RoperASW Newspaper Web site readership study “Influentials” Read Newspaper Websites:

41 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com Elk River, MN weekly

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44 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

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61 profit@BlinderGroup.com Advertising Pie

62 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com Advertising Pie

63 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com Competition

64 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com

65 profit@BlinderGroup.com

66 Competition

67 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com 1.Financial 2.Hospitality/ Entertainment 3.Health Care 4.Home Improvement 5.Automotive 6.Telecommunications 7.Auto Aftermarket 8.Retail 9.Others Direct Mail:

68 Competition

69 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com 1.Automotive 2.Hospitality/ Entertainment 3.Financial Services 4.Cellular/ Communications 5.Department Stores/ Retail 6.Personal Care 7.Travel/ Tourism 8.Restaurants RADIO:

70 Competition

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72 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com 1.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:

73 Competition

74 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com

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93 profit@BlinderGroup.com

94 profit@BlinderGroup.com NAA Newspapers Online Operations: Performance Report 2006

95 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com NAA Newspapers Online Operations: Performance Report 2006

96 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com Banners Search Video

97 (727) 847-2464 www.BlinderGroup.com profit@BlinderGroup.com Download all the slides: www.BlinderGroup.com/getinfo Stay tuned: www.MikeBlinder.com Contact me: Mike Blinder mike@BlinderGroup.com (917) 865-4827 mobile

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