WorkingwithEditorial Kane

News and CirculationWorking Together: 

News and Circulation Working Together MDDC June 2006 David Ledford Mike Kane The News Journal

Philosophies: 

Philosophies NEWS: The newspaper has to have a sense of urgency community and seasonality everyday. You can’t depend on breaking news. We need to have enterprise and investigative reporting, a sense of discovery rather than reaffirmation. CIRCULATION • “If everybody is going to eat, somebody has got to sell”

The Old World Order Still Works: 

The Old World Order Still Works Communication is critically important between us 4:00 daily budget meeting Posting papers in the News Conf room Conscious of our targets Joe Jane Courtney and Dylan Richard

The Old World Order Still Works: 

The Old World Order Still Works Conscious of our need to be local, local, local!

While the new world order begins: 

While the new world order begins No secret that our world is changing We are not just print any more Aggregate audience is a new metric

Aggregate audience- Its foundation is the daily newspaper : 

Aggregate audience- Its foundation is the daily newspaper And how has that changed “Did you know” series – satisfied an education reader satisfaction gap

Aggregate audience- Its foundation is the daily newspaper: 

Aggregate audience- Its foundation is the daily newspaper Rodel pages– sponsored NIE pages but wide reader interest

New Products – Print lives with targeted distribution: 

New Products – Print lives with targeted distribution Our News departments are deep, rich resources that have a wealth of knowledge about our local communities Circulation distribution can hit the target Combined that’s powerful for advertisers, attracts on readers and compliments our established products!

What is the goal?: 

What is the goal? Grow total readership through audience aggregation Increase cumulative reach of products by adding new readers Increase frequency of use of products with existing readers Grow total revenue through advertiser aggregation Increase market penetration by adding new advertisers Increase budget penetration with existing advertisers

How do we do this?: 

How do we do this? Increase advertiser and reader use of existing products Identify readership and advertising gaps in the market and create new products

New Products – Print lives with targeted distribution: 

New Products – Print lives with targeted distribution Young Spark Rich Signature Community MidState Targeted Delaware Woman Delaware Parent Career Builder Autos Plus Your Next Home

New Products – Print lives with targeted distribution: 

New Products – Print lives with targeted distribution Unique Pets Celebraciones

More to come!: 

More to come! Keep the daily paper strong “It’s like food, a perishable commodity. You have to bake a good bagel everyday. If you don’t, people are going to go a new bagel stand. It goes to the whole notion of discovery and not reaffirmation. Our brand has to be fresh and alive.” David Ledford

Advertising Band Width: 

Advertising Band Width

How Circulation and News work together: 

How Circulation and News work together Develop a strategic vision for product development. Gain a better understanding of advertiser aggregation. Identify existing readership gaps and the products to fill them. Identify existing products with the greatest potential for readership and revenue growth, and develop plans to grow them. Work to create an organization that supports the rapid growth of new products.