Internet ads viewed as being more creative, but print ads can't be zapped and readers still value print ads. If took all the ads out of magazine, readers would miss them, but if took them away from Internet, few would miss them.
Things we are to get out of session:
* Make Internet part of thinking for every client, but won't feel have to sell every client. Support print with Web.
* Don't worry about overbooking. Selling at a profit over costs to drive traffic.
* Call on clients at very highest levels where Internet and print report--where media allocations made.
Print plus Web is hybrid media--like hybrid auto, get more power by using combined energy sources.
Buying Print and Web from same company reaches most active customer. Not bad duplication--it's frequency. Need frequency to make advertising work!
Audiences of print and Internet not the same--but they are pretty close. How much overlap depends on how much promotion publications do to drive people to online content. Those most in need of information will go online.
Adding second media makes first media more effective.
From book "What Sticks": Seeing an ad multiple times in same media can be less efficient than if people see well-orchestrated campaign in different media--surround-sound effect.
Consistent message across media is more powerful pattern in customers' minds than repetition of message in same media.
If you are advertising online, should be doing it where you do your print to get most bang for buck!
Question: What is effect of "crappy" ads? Is it still effective?
Answer: Urge customers to test different things online and see what works best. Then do print version of it.
Make money on your own site. Use social media to drive traffic to your site! It is "word of mouth" of online.
Internet has roughly same fixed cost of editorial & design, but radically different in incremental costs of promotion to find readers and deliver to them.
Your Internet marketing opportunity includes everyone who knows your brand + will find you through a search.
Editorial advantages: Use editorial twice--print & online; reach customers who missed issue; create content online through community functionality and publish online (discussion boards, polls, supplier rating). Reward people with best posts by printing in magazine.
Provide advertisers: Increased reach, increased frequency, lower cpms, alternative creative units, different advertising functionality.
REVEUE: All about impressions--page views or eletters.
Importance of eletters vs. Web publishing: Web site lets you wait for readers to come (like single-copy sales). eletters let you publish to your audience (like subscription). Reminds people to come back!
Pageviews are raw numbers related to economic potential of site--total revenue per page view + total page views per month = total revenue opportunity per month.
Taking a 15 minute break--back soon!
We're back!
Clutter does not work! Advertisers compare click rates as an indicator of effectiveness. Only one click going to one advertiser on that page. Percents go down for everyone else. Page view is unit of attention. The more advertising images on one page, the more diluted the click rates.
Most active customers, most valuable to advertisers, use print and online. Read magazine for "big picture." Use Internet to:
1. send info to colleagues & friends
2. search for solutions
3. refer to archives
4. search for products
5. quick updates and info--frequency of news and opinion a BIG DEAL
6. make purchases
Consumers of brand content are higher-quality consumers for advertisers.
Magazine + Online is:
brand building plus transaction executing
product introducing and dealer finding
Inspiring interest plus reach increasing
Image building plus reach increasing
Trust building and resource providing--having a product appear in print creates trust but Web can provide link to important resources.
Reputation establishing plus cpm lowering
Opinion leader influencing plus frequency building.
Ad directors must come up with unique and workable combination for every advertiser. Advertisers know media must be combined to be most effective.
Advertisers use online: Transactional reasons!
Configure proposed solution to hit the client need or "hot button":
1. clients want leads--joint registration, webinar, whitepaper
2. clients need awareness--offer sponsorship of section or tool.
3. client wants word of mouth, sponsor forward to a friend tool and discussion boards
Always sell w/a package of standard banners--preferably on category exclusive--right of first refusal to renew. You can charge more for exclusive!
Package online and print together--talk language of ad agency. Offer in flow chart form w/calendar to show added opportunities around special times/events.
Great content will raise you to the top--use other people's content and add your own point of view! (Yahoo principle--they will be loyal to you if you help them find good stuff on the Internet).
Need some kind of social media strategy--internal (message board) and external (facebook, twitter)
All of this DEPENDS ON SELLING!
Use email strategy to increase returning visitors and expand advertising inventory.
Long pages not as bad as having to click to other pages--studies show you lose 50 percent of viewers with every click.
enewsletters are big opportunity--drive people back to site.
Chinese menu--lots of choices, and opportunities advertisers will support.
What are your key advertising categories of opportunity--create eletters to stimulate!
Use standard bad units. Surround rectangular ads with content. CMP can be HIGHER than Web site. Track click rates for clients. Leaderboard banner at the top, under the logo.
Often viewed in "preview" window, so make sure to maximize that space and ad opportunity.
Don't have to do on regular schedule. Busier time, more advertising, more newsletters.
Offer only a few sponsored emails--advertorials. They get people to unsubscribe.
Make sure to feature on your Web site--no reason to throw away.
Webinar: revenue opportunity, easy to do.
Digital magazines--not solution but one aspect--reach audience you don't usually reach. Advertiser might have email list you could send to advertisers customer list, compliments of advertiser.
Clients want to be part of content, rather than separate from content.
Infrastructure needed:
Need dedicated person to sell WEb--and they eat onlyif they sell. Report to ad director.
Use 3rd party solution like GoDengo which provides functionality in one integrated platform. Dynamic ad server opens real-time results to advertisers. Reduces banner fatigue. Develop inventory forecasting and deal tracking spreadsheet. Serve ads to eletters, too.
Webinar platform
All done!
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