ROUNDTABLE 2016: HUNSHIKATTI

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

[email protected]

@nikhilbh

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