2010-10-05 AFTENPOSTEN_Crossmedia Yellow Pages

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Crossmedia yellow pages

Jochen Herrlich

General Manager Digital Hamburger Abendblatt & Berliner Morgenpost



2

Market of directory media in Germany …

Market overview

currently about 200 companies providinginformation & directory media

advertising sales 2009: approximately€ 1.224 billion per annum

monopolistic high-price market with littleinnovation and competition

Local search for publishers

customer potential for regionalnewspaper publishers: current andespecially new customers

competitive advantage regional publishers

brand credibility

print ad in editorial environment attention Concentration directory media

05.10.2010 Crossmedia yellow pages on abendblatt.de



4

Which medium did you use during the last 6 monthswhen you were looking for a business in your area?

Use case of directory media in Germany

Source: [vdav]-presentation Peter Buxton VDAV-Branchentreff 2008

43

32

79

26

0 10 20 30 40 5 0 60 70 80 90

Gedruckte Gelbe

Seiten

Online Gelbe

Seiten

Suchmaschine

Telefonauskunft

Deutschland

telephone

yellow pages online

search engine

yellow pages print




Multimedia yellow pages on abendblatt.de



6

Business model yellow pages online

regularly specials in print 12 months online




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Sales arguments yellow pages online

Known brand high attentioneditorialenvironment

year roundentry

regional onlineproduct

Googleoptimization



8

crossmedia product: online + print

guiding existing print customers to online

focus on local sales:

if we don’t do it ourselves, we lose customers to Google

sales via outbound call center and own sales (increasing)

yellow pages in editorial environment

yellow pages of known brand

Business model yellow pages online




9

Pricing yellow pages online

Product yellow pages

1 x print ad in thematically envorionment with various millimeters

year-round entry online

video ad

Pricing yellow pages

BasisPlus: 1 industry + 25 mm = 218,- €

Business: 1 industry + 1 microsite + 50 mm = 498,- €

Premium: 2 industries + 2 microsites + 75 mm = 898,- €

Premium Video: 2 industries + 2 microsites + basic info clip + 75 mm = 1.497,- €




10

0

200

400

600

800

1000

Apr

09

Mai

09

Jun

09

Jul

09

Aug

09

Sep

09

Okt

09

Nov

09

Dez

09

Jan

10

Feb

10

Mrz

10

Quelle: Screenshot, Mai 2008

Customers stock one year after launch

Customers

04 / 09 06 / 09 08 / 09 10 / 09 12 / 09 02 /10

1.000

800

400

600

200




11

Additional sales – new customers

sales 04 / 2009 – 03 / 2010 What you should also know …

942,000 €

14%

72%

8 %

6 %

8 %

6 %

BasisPlus

Business

Premium

PremiumVideo

54,100 additional advertisingmillimeters in print

high potential to attract newcustomers: new to old 2:3

589 ad videos produced




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disparate developmentrevenues in industries

cars & traffic

culture & travel

gastronomy

B2B

finance & law

crafts

trade

services

health care

average revenue share total revenue

health care industrygenerates 19.9% oftotal sales

car industry generatesonly 4.0%, but thehighest averagerevenue

Additional revenues – new customers

1.445,74 €

1.075,81 €

1.321.24 €

845,38 €

1.129,60 €

1.094,06 €

1.192,30 €

1.152,43 €

1.157,32 €

4,4 %

10,0 %

10,5 %

11,6 %

12,9 %

13,3 %

4,0 %

13,3 %

19,9 %




13

Online revenues abendblatt.de 2010

26%



accounts for 26% of totalonline revenues.




Organization



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Yellow pages network

Hamburger Abendblatt Nordclick

Berliner Morgenpost




16Quelle: Screenshot, Mai 2008

Workflow crossmedia yellow pages

Business

Development

Sales Unit

1. call

OrderManagement

Customer

2. contract

3. order

controllingreporting

ProductDevelopment

Service Provider

Licensing

controlling

• data set

• ad

• video

• billing

EditorialBerliner Morgenpost

EditorialHamburger Abendblatt

4. ad (print/online)

coordinationsubjects

Video Production





IT systems crossmedia yellow pages

Sales Unit

CrossmediaApplication

Software

OrderManagement

CRM system

SAP IS MAM SAP R/3

ProductDevelopment

OAA production




Current Development




Product for all devices




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Thank you very much!

Jochen HerrlichAxel Springer AGAxel-Springer-Platz 120350 Hamburg

Phone: + 49 40 347 - [email protected]


2010-10-05 AFTENPOSTEN_Crossmedia Yellow Pages

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