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THE POWER OF PRINT: MORE WAYS TO CAPITALIZE ON YOUR BRAND

THE POWER OF PRINT: MORE WAYS TO CAPITALIZE ON YOUR BRAND. American Business Media Publisher’s Summit. Presented by John Milne Senior Vice-President Business & Professional Publishing Rogers Publishing Limited May 2007. AGENDA. Introduction Who is Rogers? Rogers Publishing Limited

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THE POWER OF PRINT: MORE WAYS TO CAPITALIZE ON YOUR BRAND

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  1. THE POWER OF PRINT:MORE WAYS TO CAPITALIZEON YOUR BRAND American Business Media Publisher’s Summit Presented by John Milne Senior Vice-President Business & Professional Publishing Rogers Publishing Limited May 2007

  2. AGENDA • Introduction • Who is Rogers? • Rogers Publishing Limited • What’s Important to RPL • Square One: Editorial Investment • PRINT: Is it really that Bad? • PRINT: A Litany of Value • Are all Readers Created Equal? • Our Brave New World • Online • Directories • Conferences • Newsletters • Custom Publishing • Lessons Learned • Words to Live By

  3. Who is Rogers • Rogers Communications Inc. • Canada’s largest Wireless Carrier, Cable Operator & Publisher • Publishing resides in Rogers Media Inc. (RMI) • RMI: • 51 Radio Stations • 4 Over-the-air TV Channels • 3 Cable Channels • The Shopping Channel • Sportsnet • Toronto Blue Jays • Rogers Publishing Limited

  4. Rogers Publishing Limited (RPL) • Canada’s largest publisher • More than 70 Consumer & B2B titles • Wide variety of online, Custom Publishing, Contract Publishing & Event activities • Build audiences by creating & assembling the information they need to enhance & improve their personal & professional lives • Use these audiences – & our understanding of them – to create value & opportunities for our advertisers • We accomplish these goals by using themost appropriate media: • Print • Web • Newsletters • Conferences • Custom/Contract Publishing

  5. What’s Important to RPL • Speed to market • Proximity to readers & advertisers • Working together • “Serve each other” • “We’re in an ongoing partnership” • Our customers drive our timelines • Leveraging our scale

  6. Square One: Editorial Investment • Personnel • Resources • Personal Interaction with Readers • Editorial Advisory Boards • Online Panels • Multiple Reader “Touch Points” • Reader Rapport • “Listening & Delivering”

  7. PRINT: Is it really that bad? • Has it fallen out of favour? • Is it out of style? • Is it passé? • Is it cumbersome? • Is it too expensive? • Is it boring? Could it be that there’s nothing wrong with print?

  8. PRINT: A Litany of Value • It’s where we started • Legacy equity • High production values • Embodies the original “push” strategy • It’s ubiquitous • Portable • Accessible • Your customer’s tangible point of reference • Easily measured – without question • Easy entry & exit to established customers • A material source of proven revenue

  9. Are all Readers Created Equal? • Audience composition & behaviour dictate medium use/preference • Print & Online aren’t mutually exclusive • Different needs demand different Media • “They have their own ideas” No, but they are all equally important

  10. Our Brave New World Online Directories Custom Publishing Conferences Newsletters

  11. Online • Brand extension • Source for print content • Cross-promotional opportunities • “Interest initiator” • Complements Print activities & mandates

  12. Directories • Brand extension • Authoritative • Easy-to-use • Easy to share • “Your online offering had better be a whole lot better”

  13. Conferences • Brand extensions • Pre-conference promotion • High-end record of proceedings • “Tangible ads” part of sponsorship package • “The event lives on”

  14. Newsletters • Brand extensions • “Conveyed Authority” • Predominance of online sources increases perceived value of hard copy • Content/relationship “recyclers” • High margins

  15. Custom Publishing • Brand extensions • We’ll make what you’ll buy” • Low fixed costs • High margins • Every issue is another delivery mechanism

  16. Our Brave New World’s Centre Online Directories PRINT Custom Publishing Conferences Newsletters

  17. Marketing Magazine • The “Advertising Age of Canada” • Ninety-nine year “newsroom” legacy • Embraced the web with “gleeful abandon” • Loss of focus; print product lost its raison d’etre Was it a newspaper or a magazine? • Increased value of daily e-bulletin • Reduced Marketing’s frequency from 42 to 24 • Changed format from tabloid to “Euro-sized” mag • Increased stock • Adopted new editorial mandate: Why did it Happen? What will happen next? The Result • Re-engaged readers, advertisers, staff • Optimal position for 100th anniversary year

  18. Directories • Transition from Print to Online fraught with risk • Marriage of media creates new revenue opportunities: • Customized Reports based on User Search or Requests • Increased segmentation & reporting • Industrial • Integration of Print content & branding with search requests • Media Planning & Buying • Integration of Print content & branding with search requests • Variable Print frequencies • Institutional Investment Community • Thirty years of Print Brand Equity • Editorial insights around market segment searches

  19. The Advisor Franchise • Identified category & entered it in 1998 with Print/Online Strategy • Initial success continues today: • Two magazines • Two websites • A.M. & P.M. News Bulletinsin English & French • Conferences • Custom Publishing • Newspaper launch in 2006took success to next level • Fastest route to profitability in RPL history

  20. The advisor.ca Lessons • Keep it simple • Know your customers • Encourage Registered Users • Build a product that meshes with your audience’s behaviours • Don’t change your offering for the sake of change • Focus, Vision, Passion & Conviction vital to success • Build a team that respects your advertisers & all of your media offerings • Pride of ownership must be shared by all

  21. Challenges • Audiences & Advertisers not moving to Web at same pace • Agencies & Clients not thinking about Web simultaneously • Successful online publishing requires dedicated, specialized personnel • Agencies building distinct departments for New Media:existing relationships may not be sufficient • Moving long-time clients to new platforms can be difficult • Keep in perspective the relative value to the business of each of its elements

  22. Words to Live By I think a lot of people in theNorth American...business are way too gloomy.Print is still healthydespite the challenges and pressures. Jeff ColeDirector, Center for the Digital Future University of Southern California Canadian Media Directors CouncilAnnual Conference Toronto, April 2007

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