New Market Opportunities for Publishing

8/13/2019 New Market Opportunities for Publishing

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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Magazine PublishingPersonalized AdvertisingProgram

Driving Consumer Relevance and Advertiser Value in Consumer Magazine Publishing

Michelle Weir

Market Development

Hewlett Packard

6/11/2012


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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2

Desperately Seeking Me

Fastest growing magazine segments reflect increasing demand for rel

tailored to individual interests

Publishers in position to deliver on content and promotion personaliza

Rank Category 2000 2010

1 Ethnic 419 978

2 Travel 669 829

3 Regional Interest 794 939

4 Medicine 959 1100 5 Real Estate 190 324

6 College Alumni 442 569

7 Bridal 40 150

8 Nursing 130 187

9 Golf 98 140

10 Senior Citizens 105 146

Fastest Growing Magazine

Categories (ASME, 2010)


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The Fact IsMagazines Remain Relevant

More than 188 million American adultscurrently read print magazines.

Readership high among both men andwomen. (84% of women and 80% ofmen say they read at least one magazinetitle.

Average US consumer reads 6.1 differentprint magazine titles.

Median age of adult readers: 45.9

Median household income: $59.8K Source: mine Online, Magazine Readershi


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As Does Magazine Advertising!


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The Opportunity In the Online Paradox.

We browse online with a purpose and

consciously (try to) ignore ads.

The evidence is in

online ad click rates

We read magazines

for leisureand ads

are part of the

experience.Source: CMO Council, The Impact of Relevance in Publis


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And In Cross-Media Consumers!

87% of those interested in readingmagazines on a digital device still

want a printed copy.

Source: CMO Council, 2010

75% of consumers feel content complements pr

feel it replaces p

Source: Harrrison GroupMEMS Technologies, 2

87% want digital

+ print

75% feel digi

complements p

25% feel

digital replaces

print


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Making Print More Compelling

63%

37%

Would you go online for more informationif the advertising in your printed

subscription magazine was customized?

Yes No

69

25%

6%

If a magazine publisher requesregarding your preferences andthem send you more customizeinformation, would you supply

Yes Maybe

Source: CMO Council, The Impact of Relevance in Publishing and Advertising, 2010.


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The Keys to Personalization

58% of respondents agree that ads are particularly enjoyable when relat

60% agree that ads allow for more detailed information.


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Hearst and HP Collaboration

Popular Mechanics- October 2011


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Approach

A comprehensive program to permit customized ad insertion into magazine titles ba

subscriber demographicsA new way to create consumer engagement

An integrated approach to cross-media integrated consumer messaging

Print

Online

Mobile

What is involvedUses high-speed inkjet technology to produce highly-personalized ad content

Matched mailing assembly or inline binding equipment used to ensure each subscrib

the magazine with the correct advertising


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Why Is It Important?

Helps Hearst deliver more

value to advertisers through: Targeting

Personalization

Measurement

Response actions

Increases the monetaryvalue of advertising

Improves magazines

competitive profile


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The Enabler

Convergence

Technologies Converging

Image/Code Read MobiHigh-speed inkjet web printing


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The Enabler

Convergence

Whats Happening:1. Personalized content at high volume drives reader engagem

2. Image links (QR codes or image/text strings) drive to web/mo

3. Printed page becomes a portal to broader web content


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HP Customized Ads


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Polybagged Onsert for Popular Mechanics


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What Was Customized?

Image for each city (Regional)

Name on mailboxGreeting above first paragraph

Location of nearest store

(Best Buy, Staples)

Personal URL

Personalized QR code


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Connecting To Personalized Landing Page


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HP / Popular Mechanics

Results and Analysis


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Personalized, Regional and Directed

Program Overview

300,000 Personalized Onserts packaged with 12 regional editions

Mechanics mailed into major metropolitan regions New York, Boston, Philadelphia, Washington (DC), Atlanta, Dallas, Detr

Minneapolis, Seattle, San Francisco, Los Angeles

Include Personal URL and QR code interaction elements

Only Geo selection for demographic targeting; no additional selects use

16 page insert with QR codes on selected content

Print Onsert: 4/4 on 80# Appleton Matte

Insert: 4/4 on 70# Appleton Matte

Popular Mechanics November Issue (Newsstand 1stWeek October)


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HP Onsert and Insert


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Highlights

30 Day Results

15,288 visits from 12,008 unique visitors in 28 days

10,334 unique contest entries, an 86% visitor-to-entry rate 60.7% of visits within 10 days of program start; 87% within 17 da

39% mobile participation rate

All visitors monitored individually permitting comprehensive

evaluation based on underlying reader demographics

1,427 QR clicks from associated insert content links to web conte

Visitor ConversionEntered Contest

Visited w/o Entry


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Rethink Direct Mail/Loyalty Marketing

Imagine the Possibilities

Permit advertiser to reach subscriber base with pinpoint accuracy

Less expensive than standalone direct mail

Build on inherent value of targeted magazine audience

Common cohort now sub-segments able to enhance relevance

Cross-referenced database content increases targeting potential

Merge advertiser data with Hearst data to augment targeting value


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Hearst and Neiman Marcus

February 2012


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Direct Marketing Comes Alive


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The Challenge

Promote new store opening.

Promote Cosmetic/Fragrance campaign. Use cross-media marketing techniques to drive recipients to website t

exclusive video, take advantage of campaign and shop.

Use the info learned to measure recipients response to these promotio

tactics.

Engage recipients using 1:1 marketing approach.

Th C


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The Concept.

Using recipients mailing addresstore location information w/in 5radius of store throughout the U

Mailing list to be comprised of NMarcus card holders and Harpesubscribed readers. Using data

target more affluent readers. Use QR code to drive recipients

video from Harpers Bazaar editotrends.

Th C i


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The Creative

Track clicks by individual, measactivity, identify platform and ge

information. Monitor navigation patterns and

commerce metrics.

Insure that the data collected oprivacy guidelines, yet offers vamarketing data back to retailer

Design as catalog/magazine suinsertion to allow for easy use bretailer & publisher mailings.


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T ti i d i


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Tactics in design

Personali

Closest Re Use of QR Readable

Tablet dev

Tactics in design


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Tactics in design

Personali

Closest Re Use of QR GURL web

Tactics in design


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Tactics in design

Personali

Closest Re Use of QR GURL web Harpers Bfashion tr

Tactics in design


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Tactics in design

Personali

Closest Re Use of QR GURL web Harpers Bfashion tr Spotlight

Tactics in design


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Tactics in design

The idea is simple ::

+ One-to-one Marke

+ Relevant Content/

+ Cross Media execu

= Customer Engagem


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Copyright 2012 Hewlett-Packard Development Company, L.P.

The information contained herein is subject to change without notice.

The LoraxHewlett-Packard, Graphic Solutions Business, Americas

HP INSPIRE


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Design


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Design

Components


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Components

Lesson Plans f

Writing Contesstudents

Scholarships' f

Keepsake for P

4

Writing Contest


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Writing Contest

Writing Contest tied to HP INSPIRE that uses creative

imagery from film to create a book

Parents/Teachers asked to work with kids to write a story on

sustainability and the environment

Student writing contest with prizes including:

$10,000 scholarship

Lorax prizes plus HP computer and Envy printer

Tactics in design


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Tactics in design

Offer Lesson P

teachers Offer Writing C

students

Entry process

Tactics in design


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Tactics in design

Offer Lesson P


students

Entry process

Creation tool

Tactics in design


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Tactics in design

Offer Lesson P


students

Entry process

Creation tool

Tactics in design


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g

Offer Lesson P


students

Entry process

Creation tool

Tactics in design


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g

Offer Lesson P

teachers

Offer Writing C

students

Entry process

Creation tool


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Highlights


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115K Teacher kits were delivered to targeted schoolsfeaturing our curriculum and promoting the contest

94 of teachers surveyed integrated the program intotheir lesson plans

94 of teachers used or planned to use the onlinewriting tool with their class

87 of teachers surveyed said they found the In-School print program to be useful

93 of teachers said they want to use more programslike this in the future!

g gEvery Inkling Makes a Difference program reached over 12

Million kids and their families!!

New Market Opportunities for Publishing

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