Transcript
Newspaper Sweeps
Starting Spring 2014, The Columbus Dispatch launched three month-long campaigns where
media efforts are allocated towards two engagement campaigns.
1. Editorial builds a month-long calendar of stories – which get promoted in-paper, via digital,
social, out of home, TV & radio
2. Coincide the increased readership with a major sweepstakes by partnering with an
advertiser to generate increased reader / consumer interest – resulting in heightened brand
awareness for the advertiser & marketable leads for both
Results:
1. Increased subscription sales (YoY)
2. Lift in article readership
3. Incremental ad spend
4. Advertiser sales / visits significantly out-pacing YoY comparable metrics (all partners are
committed to repeat in 2015)
“Sweeps” & Sweepstakes
Editorial Content Promotion
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Digital outdoor billboards run the afternoon before
and the morning the story runs in the paper.
10 to 12 times during the month, we give an extra push to a story with TV and radio
buys.
In-paper promo ads run day before story
Stories posted & promoted on FB
April 2016 Sweeps Had The Best Article Recall Yet
All sweeps had very similar demographics
April ‘16Sweeps
Nov ‘15Sweeps
Sept ‘15Sweeps
Male 50% 53% 51%
Female 50% 47% 49%
Average Age 61 61 60
CDAC Columbus Dispatch Sweeps Testing September 2015 & Nov 2015 & April 2016.
For both panels. Only articles that were read are part of graph
Sweeps Performance Indicators
CDAC Columbus Dispatch Sweeps Testing September 2015 & Nov 2015 & April 2016.
For both panels. Only articles that were read are part of graph
Sweeps Partners
DMG Produces All Promotional Assets – TV, Radio, Print & Digital
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Partner Ad RevenueAdvertiser Provided
Prizes
Leads
Generated
Spring 14’: CBJ - $15,000 in
tickets/experiences 3,000
Fall 14’: hhgregg $175,000 $20,000 in gift cards 4,475
Winter 14’: Columbus Zoo $15,000 $20,000 in tickets /
experiences 2,300
Spring 15’: Ashley Furniture $140,000 $20,000 in gift cards 2,260
Fall 15’: hhgregg $50,000 $5,000 in gift cards 4,300
Winter 15’: Columbus Zoo $20,000 $20,000 in tickets /
experiences 1,725
Spring'16: CBJ & Meyers
Jewelers$0
$5,000 in Cash & $5,000
Breitling Watch 8,100
Fall '16: Maytag/hhgregg $50,000 $8,000 in gift
cards/product TBD
Over $450,000 in Incremental Ad Revenue
IMPACT
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Key Takeaways
• Improved Subscription sales in sweeps months (averaging 8% vs. LY – same period) & improved engagement with our content
• Increased ROI (foot traffic & leads) for advertising partner
• Rejuvenated Editorial team… “A Month of Sundays” – 3x a year
– Competitive spirit
– Air time & promotion
– Re-inforce “core values”
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LEVERAGING COMMUNITY PARTNERSHIPS –AFTER OWNERSHIP CHANGE
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Continue To Recalibrate, Refresh And Expand Key Corporate Community
Relationships.
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Continue To Monetize, Grow And Innovate Relationships With Key
Promotional And DMG Rewards Partners
Partners represent $3 million+ in annual DMG advertising revenues
QUESTIONS?Nikhil Hunshikatti
VP, Marketing
Dispatch Media Group
nhunshikatti@dispatch.com
@nikhilbh
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