Post on 14-Jun-2015
The Newspaper
Re-imagined
The Newspaper
Re-imagined
AGENDA
• What is 3V ®?
• How it all began
– Research
– Production
– Editorial
– Advertising
– Marketing
• Early Results To Date
(Half A Year)
3V®
(Three Around Printing System)
What is 3V ®?
• Multiple section product with
a 14” – 15.7” cutoff
• Compact, convenient for the
reader
3V®
Three Around Format
How is it achieved?
It utilizes existing cylinder geometry
• Broadsheet is two pages around a
44.12-inch circumference cylinder
• New format is three pages on the
same cylinder, hence the name
OLDFORMAT
NEWFORMAT
3V®
Three Around Format
Advantages
• Reduced installation costs by maintaining
existing geometry and, thus, eliminating need to
change or modify side frames, drives, ink trains,
dampening systems, etc. etc.
• Theoretical newsprint savings of 33%
– More to come on this later
• Maintain distinctive sections
– Don’t lose section identities or multiple back
page sales opportunities
3V®
Three Around Format
Advantages
• Pressroom productivity gains of 50%
– Improving deadlines
– Reducing the number of presses needed
Current A1
Last broadsheet
edition of The
Columbus Dispatch
was printed Sunday,
January 27, 2013
A1 3v size
First-in-the-world
3V® edition of The
Columbus Dispatch
was printed Monday,
January 28, 2013
How It All Began…
Testing The Concept With Readers
Listening to the news consumer
– Two phase research
• Four focus groups (March 2011)
• 300 prototypes tested with current Dispatch readers (June 2011)
Testing designs and verifying news consumer attitudes
– Response again overwhelmingly positive
• Provide the Editorial team feedback from our readers and allow them to create
the best product in the new format
• Provide marketing with key copy points
Ad Impact/Recall Study
– Mid-March research; sample size = 600
• 14 ad units tested
• Compare impact/recall of same ad unit—broadsheet vs. new format
Very Pleased
37%
Pleased
46%
Displeased
14%
Very Displeased
2%
Base: Total Readers/Subscribers, 213 initial returns; #1. When you first examined the prototype, what was your first reaction?
More than
80% positive
response
Initial Reaction to Prototype is Very Positive
#20. How would you rate the prototype in comparison to the existing versions of the CD? Would you say that the…Base: Total Readers/Subscribers, 213 initial returns
An Overwhelming Majority Rated The Prototype Better Than Broadsheet
Prototype Better 70%
Existing Dispatch
Better
17%
Makes Little Difference
13%
Base: Total Readers/Subscribers, 213 initial returns; #21 Obviously, some readers will like the new prototype and other will prefer the
existing format. Suppose more readers prefer the format that you do NOT prefer, how likely are you to continue reading CD?
Most Readers Prefer The Prototype And Assure Us They Would Stay With The Columbus Dispatch
Even If A NEW FORMAT Is Adopted.
Very Likely Continue
74%
Probably Continue
23%
Probably Discontinue
3%
Very Likely Discontinue
0%
Premium
Frequency Ads
Impact Ads
Dominant Ads
Overall Recall
35%
21%
37%
57%
40%
41%
22%
38%
60%
43%
New Format Broadsheet
(Full Page & 3/4 page)
(1/2 page & 1/3 page)
(1/10 page)
(Skybox & front page banner)
Source: Mulder Solutions LLC; March 2012. 394 total respondents; 13 same share of voice ad units tested
Advertisements In The New Format Had Similar Or Better Recall
* Statistically Significant
“If you don’t like
change, you’ll like
irrelevancy even less.”
General Eric Shinseki
A WHOLE NEW EXPERIENCE For Readers
Key Subscriber/Reader Benefits
• More convenient, manageable,
portable format
EASIER TO READ
• Pull-out, more relevant stand-alone
sections catering to individual reader
taste
• Reader research supporting content
decisions
Providing coverage around topics that
are important to consumers
• Same uncompromised editorial
quality and breadth of coverage
A WHOLE NEW EXPERIENCE For Advertisers
Advertiser Benefits
Increased circulation and increased readership
Enhanced reader experience and a more
engaged audience
More contemporary & convenient format –
in sync with the tablet generation
More Sections
More section fronts & backs
More targeted advertising opportunities
Modular ad units create a better looking paper
leading to a more engaged audience
Allows for easy translation across all print
products
No changes to preprint advertising opportunities
No change to rate structure
The Production Story
Two Distinct Production Projects
Larger Internal Project
(11 months)
• Convert ad sizes
• Literally re-design the paper
• Adjust press and circ schedules
• Market research and marketing promotion
Production Equipment
Installations & Conversions
• Needing your car to commute but rebuilding it at the same time
• Three Step Process: • Step 1: Get all new pre-press equipment and one around plate completed
• Step 2: Install and test folders
• Step 3: Integrated testing of editorial, pre-press, press, and the mailroom
• Actual start to finish was 16 months (done in 15, but waited for the New Year) • Original ROI Just under two years
Production Changes
Complete re-make from end to end
• Fuji/Krause: Plate making
• Nela: Benders, plate stacking system, cylinder filler bars and lock-ups
• Foldex: NJ2C Folder
• Quipp: 600 Stackers
• Schur: Palletizer modifications
ALL VENDORS WERE INSTRUMENTAL TO OUR SUCCESS!!!!
Current A1
The Editorial Story
The Redesigned Product
Destination Pages Page Two (Of Var ious Sect ions)
Key Lessons From Editorial
• The process demands that we not just turn what we do today into a future
mini-version. This is a new era in newspapering, and any attempt to
simply "mini-size” today’s broadsheet will surely fall flat.
• Education is an ongoing must. It isn’t easy to get a bunch of journalists to
think differently about their processes. It’s a new day! And that mantra
needs to be repeated often from start to finish.
• The chance to “reinvent the wheel” invigorated the Editorial staff, with 50-
plus people involved in organized discussions about content and
presentation.
The Advertising Story
Advertising Department Plans
Setting The Stage
• Solution & audience based selling
• Ad Units
• Pricing Strategies
• Mgmt. Team Engagement & Buy-in
3V Training
• Intensive training & certification curriculum
• Sales & Marketing collateral
• Advertising opinion leaders’ response
Go-To Market Strategy
• Reiterating redesign & format benefits
• Selling sponsorships, adjacencies & premium positions
• Reinforcing “Frame of reference” & Ad-impact in new format
• Customer Events & Additional Messaging
Implementation
• Account migration plans by manager/rep
• Structured client meetings (1-stage / multi-stage – based on client status)
• Extensive tracking & monitoring of individual migration plans
4 Implementation Steps
Special Sales Process
Appointment Setting
Introduce the Redesigned
Product
Get Customer to Be the Reader
Share Features & Benefits of the Redesign
Client Needs Analysis/Trial
Balloon
Solution Selling
Proposal Close
The Marketing Story
Unique Marketing Opportunity
A “once-in-a-lifetime,
first-in-the-world” opportunity!
• Time is more precious. Choice is more prevalent. Portability is paramount.
Convenience is king.
• The newspaper needed to grow and stay connected to our subscribers,
readers and advertisers.
• The newspaper needed to change after 141 years!
• A sectioned newspaper with the compact feel of a tablet.
• A front page with more entry points to the paper than a broadsheet.
• A newspaper people are excited about.
Promotional Campaign For The New Format
Campaign Reach among Columbus market
adults 85%
Our average frequency 11.05
Total Spend $260,473.50
A Newspaper Re-Imagined … Re-Invented
Contemporary, Compact, Convenient
• Designed to appeal to today’s “smartphone and tablet” sensibility
• Designed to bring the newspaper into the modern era
• A sectioned newspaper with the compact feel of a tablet
AFTER LAUNCH
AFTER LAUNCH
The Newspaper
Is Cool Again
Flurry Of Positive Reader Feedback
New Format Attracting &
Engaging New Subscribers!
• & 38% more voluntary
starts YoY
46% more younger
subscribers with the new
format
7% more total starts YoY
16% less total stops YoY
21,600 Reader
Rewards members
AFTER LAUNCH
VOLUNTARY STARTS = HIGH QUALITY SUBSCRIBER
• Voluntary Starts up 38% YOY
• Acquired a younger, more affluent audience than traditional subscriber
(compared to subscribers gained through other direct marketing efforts)
Younger. A third of those subscribers are under the age of 50
More affluent. 58% have a HHI higher than $75K per year
More likely to have children. Nearly half of these new subscribers have
children compared to less than a third of our more tenured subscribers
Impact On Subscription Sales Half Year After Launch
Year-over year comparison of starts (compared to same week last year)
TOTAL STARTS WERE UP 16% IN FIRST QUARTER SINCE LAUNCH:
TOTAL STARTS WERE UP 4% IN SECOND QUARTER SINCE LAUNCH
YEAR-OVER-YEAR, TOTAL STARTS ARE UP 7% A HALF YEAR AFTER LAUNCH
BEST WEEKS: • 13% in week one
• 25% in week three
• 30% in week four
• 30% in week five
• 29% in week eight
• 25% in week nine
• 25% in week ten
• 26% in week eleven
• 17% in week fourteen
• 22% in week nineteen
• 11% just two weeks ago
28,806 starts in 26 weeks since launch vs.
26,992 starts during those same 26 weeks in 2012
Impact On Subscription Sales Half Year After launch
Year-over year comparison of starts (compared to same week last year)
VOLUNTARY STARTS WERE UP 56% IN FIRST QUARTER SINCE LAUNCH:
VOLUNTARY STARTS WERE UP 24% IN SECOND QUARTER SINCE LAUNCH
YEAR-OVER-YEAR, VOLUNTARY STARTS ARE UP 38% A HALF YEAR AFTER LAUNCH
BEST WEEKS:
• 142% in week one
• 60% in week two
• 81% in week five
• 62% in week six
• 77% in week seven
• 90% in week eight
• 75% in week nine
• 72% in week ten
• 63% in week fourteen
• 55% in week nineteen
• 34% two weeks ago
6,254 voluntary starts in half year since launch vs.
4,529 voluntary starts during same half year in 2012
Impact On Subscription Sales Half Year After launch
More than 1,500 former subscribers came back
home in first six weeks.
We sent out 1,000 free week-long trial samples at start &
11% subscribed in that first week trial.
Scarborough Research shows:
Daily Readership Reach Up 29% In First Quarter
Sunday Readership Reach Up 10% In First Quarter
Impact On Customer Service Half Year After launch
CUSTOMER REACTION/RESPONSE:
• 1,967 compliments on the new format
• 1,534 complaints on the new format
• More than 60% of all comments came in first week
• 890 subscribers have cancelled
(a stop rate under .4%; more than
half of cancellations happened in
first three weeks)
We lose more subscribers when we endorse a Republican candidate for President. We expect to win them back!
Despite Production Issues And Late Deliveries
192,006
191,446
190,977
191,874
191,348
189,032
192,006
191,537
191,104
191,376 191,440
189,617
January February March April May June
Sunday HD
Actual
Estimated
1.3% per week increase in permanent stops
Inserts Response Rate down 30% YOY
Direct Mail down 18% from campaigns prior to and at launch
Kiosk fielding complaints instead of selling
Despite Production Issues And Late Deliveries
1.3% per week increase in permanent stops
Inserts Response Rate down 30% YOY
Direct Mail down 18% from campaigns prior to and at launch
Kiosk fielding complaints instead of selling
106,115
104,913 104,822
105,810 105,913
104,526
106,115
105,663
106,510
108,706
110,389
110,971
January February March April May June
Daily HD
Actual
Estimated
Verbatim Reader Feedback
Just wanted to tell you that after a week of reading the new format on
my iPad. I also love it. I was curious as to how it would translate to the
digital edition and I think it’s a definite winner. And thanks for having it
ready for me to read each morning just like my carrier did. Only now I
don’t have to walk out on a cold, snowy driveway to get my daily “fix”.
After almost a week of the “new” Dispatch, I’ll have to
say I am really impressed. For some reason, the new
format makes me feel compelled to read more stories.
Another plus - I can see my husband’s face over the
sports pages! Can't wait to see what the Sunday edition
will look like. The only drawback will be that wrapping
up the turkey carcass at Thanksgiving might become a
bit more challenging! After trying out the new format for a week, we’d like to report that we
love it. The physical size is much easier to handle. The format makes
more sense because the sections are a little more rational and we like
that there is a real business section. The “indexes” of top stories at the
top of each section have been very well done. And we like not seeing
references to stories we can find in the e-edition while reading the hard
copy that we pay for. Lastly, the puzzles, except for the challenger, are
bigger and thus a lot more usable and fun. GOOD JOB!
5 stars! Really liked the larger crosswords and the word search.
Helped these aging eyes a lot. Keep up the good work!
WOW! I really like the new format. The
paper is so easy to handle. I love the
color and the more clearly organized
sections. Thank you for making reading
The Dispatch even more interesting and
fun!
Love the new format! Aside from the fact
that I do not have to wrestle with the paper
anymore, I love the organization of the
sections.
Congratulations on shrinking the page!
The compact format’s all the rage,
And content kept its newsy punch –
Can be digested over lunch.
And I can store it in my purse,
Refer to it when I converse.
Competitors will take a look
And understand the sweat it took.
Our Dispatch is now copacetic
And makes a reader wax poetic.
250 Readers At Event With Positive Feedback
Feb 5 at Columbus Blue Jackets
• 96% were “pleased/very pleased” with the new
format
• 81% said that the new format was better than
previous broadsheet
• Ratings on all attributes of the paper tested very
positive
– 95% good/very good overall rating
Total of 120 responses
Better ROI For Advertisers With New Format
Macy’s ad recall: Broadsheet format: 51%
New format : 58%
IT’S ABOUT SUBSCRIBERS
• It’s about our number of SUBSCRIBERS
• It’s about Print + Digital
• It’s about Relevance
• It’s about a shift from marketing products to
MARKETING BRANDS
• Our relation with subscribers transcends
platform . . . . but PRINT is a significant portion
of that relationship AND 3V® is our path
to success with the print audience.
THANKS . . . . QUESTIONS?
For more information, contact:
Phil Pikelny, Chief Marketing Officer
THE DISPATCH PRINTING COMPANY
ppikelny@dispatch.com or 614/461-5222
Joe Gallo, EVP and CIO
jgallo@dispatch.com or 614/461-8787