Roundtable 2004 smylie
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Transcript of Roundtable 2004 smylie
![Page 1: Roundtable 2004 smylie](https://reader034.fdocuments.us/reader034/viewer/2022051817/5492043dac79595e288b4695/html5/thumbnails/1.jpg)
Newspaper Industry
Partners for the Future
ASTECH InterMedia Strategic
Marketing Roundtable
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Media Environment Continues to Shift
• Media Companies Not Prepared
• Circulation Continues to Decline
• Print Audience in Decline
• Advertising Share in Decline
• AdStar Focused On Regaining Share
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Media Companies Not Prepared
• Lost 13% of daily circulation base since industry peaked in 1984
– Fell from 63.3 million weekday circulation in 1984 to 55.2 million in 2003
• Lost 14% of daily newspapers since 1984
– Fell from 1,688 daily newspapers in 1984 to 1,456 dailies in 2003
• Average weekday audience fell from 65% in 1984 to 55% in 2002
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Media Companies not Prepared
• Circulation executives do not have tools
and skill-sets to succeed in this complex
market
• Advertising executives do not have the
tools and research necessary to identify
and develop new revenue
• While newspapers are both print and
electronic publishers, systems to
integrate the two channels are lacking
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Advertising Share Trending Down
Newspaper Advertising Share
15%
17%
19%
21%
23%
25%
27%
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003
1990 to 2003
Newspaper share fell from 25% in 1990
to 18% last year
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Advertising is Shifting Channels
• This year advertising will fall further to
17% share with expectations of continued
slide in core franchise
• The Web is an important player for
classified advertising
• Retail continues major internal
restructuring with less dollars for
traditional newspaper advertising
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Operating Margins Trending Up
Newspaper Operating Margins
10%
12%
14%
16%
18%
20%
22%
24%
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003
1990 to 2003
Newspaper margins rose from nearly
16% in 1990 to 22% last year
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At Adstar, We Help Newspapers Adapt
• Provide resources and services that enable newspapers to quickly adapt to changing demands that the Web brings
• Facilitate classified advertising placement on both the Web and in newspapers.
• Manage related financial transactions
• Know who uses and believes that the newspapers print or Web envirionment is a good marketing resource since we have our own user registration
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At AdStar, We Seek Solutions
• Focus on helping clients regain share in this world of shifting media paradigms
• Understand the Web is becoming a core transactional and information medium for both local and national markets
• Are an investor and industry partner focused on identifying solutions that can be implemented to protect the local brand while helping newspapers adapt to the changing competitive environment
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At Adstar, We Invest
• We make product investments and
acquire companies offering franchise-
enhancing technologies
• Some technologies that we have
explored or are considering:
– E-Commerce technologies
– Print to online extension for local
advertising
– SMS technologies
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At AdStar, We Support Revenue Channels
Newspaper
Revenue
Channels Description
1. Ad Sales Print, online and combination ads
2. Subscriptions Home & office subscriptions for
print & online publications
3. Content Resell and licensing of editorial and
ad content
4. Miscellaneous Historical photos, merchandise, etc.
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Changing Media Envirionment
• Media Evolution
– Moving towards convergence between all forms of print and electronic news and information
– Newspaper companies must be prepared to meet the challenges of this evolution
• The underlying business model will continue to be based on advertising revenue
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Changing Media Envirionment
• Power of Local Brand
– Among media channels, newspaper garners
the greatest trust
– This trust is a strength and has value
• Cross-Channel Brand Integration
– Newspapers extend local brand onto local
Web sites
– Cross-ownership will extend this a cross-
media brand of newspaper, radio, television,
and the Web
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Changing Media Envirionment
• Web offers flexibility
– Development of different editions
– Designed in terms of day-parts
– Designed in terms of user demographics and content affinity
• Web natural replacement for the evening newspaper
– When linked to daily newspaper, offers greater range of possibilities.
• Advertisers will be able to buy targeted day-parts in terms of time, geography, demography, and affinity preference
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Cross Channel Marketing
• Web brings opportunity to know
– Who is involved with us
– What their experience is
– How they are using our Web channel
– When they are involved with us
• Whom the reader or user is has importance to
– Advertisers seeking effective media investments
– Marketing managers to drive promotion strategies
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Infromation Rich Databases Extend Brand
• Enables cross-selling opportunities for local advertisers
– Tie broad reach of newspaper with targeted capability of web
– Understanding content interest enables both online and direct marketing efforts
• Helps understand relationship between subscribers and users, improving both retention and acquisition circulation programs
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Measurement is Critical
• Registration is key to delivering both advertising
revenue and providing tailored content that fits
user demographics and affinity preferences
• Registration enables tying user to local
marketing databases containing
– Enriched household level information
– Survey based information
– Subscriber status and contact information
• Supports measurement and ROI development
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Measurement is Critical
• Advertisers are demanding ROI evidence
to help them optimize their own media
investments
• Newspaper marketing professionals need
to measure effectiveness of own
promotional efforts for attracting Web
users and print subscribers
• If it cannot be measured, then it did not
happen
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The Future is Ours
• We are here as fellow stakeholders in the
future of the newspaper industry
• Companies like AdStar take measured
risks in the future and are key to helping
newspaper companies adapt to the
changing media landscape
• Your help to understand the kinds fo
technologies that we need to be investing
in that will help you expand the value of
your newspapers’ brand is important
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The Future is Ours
• AdStar has access to capital markets when we
find the right investment.
• We continue to assess enabling opportunities
that strengthen and extend the newspaper
franchise in the midst of the torrent of change
that media convergence and cross-channel
marketing creates
• We need to understand how you would evaluate
these products so that as we identify
technologies they can meet the decision test
that you have for product or service adoption
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