I often find myself becoming an extension of the management team of the companies we serve. A task I gladly accept with my finance background and strong desire to analyze data.
Recently I was working with a management team to analyze some integrated packages they launched in 2017. During our analysis, I saw some numbers that raised a few flags that I thought would be important to further discuss and understand. In short when analyzing one of the magazines we saw that roughly 60% of the ad pages were sold through integrated packages however they only made up 35% of the revenue. How was this going to affect the profits of that issue? Why such a large spread in what the market is willing to pay for an ad page versus what we have discounted our pages in packages?
I think what this is telling us is that yes indeed integrated packages are getting people in the door but in many cases I see the large discounts being offered not always necessary. The market is telling us what a single page is worth and we should consider this when allocating revenue in our integrated packages. Offer discounts but not to the point that your profits are being sacrificed.
Are you able to get this type of analytics reporting out of your current software? If not, give us a call and we can show you how with LaunchPad it is possible.
As you may have noticed recently Conde Nast has been in the news more than I can remember. Recently it was about their commitment to grow print revenue in 2017 not only with their existing titles but with the launch of new titles. This week they announced a fairly large organizational shake-up that is dropping the traditional "Publisher" title and replacing it with a more encompassing title for todays media landscape. If this is something you are interested in doing let us not only give you some ideas on structures we see working well but let us help you in re-organizing LaunchPad to mimic the new structure. READ ON (AdWeek)
This past weekend we had the honor of sponsoring another successful CRMA event. In attendance for LaunchPad was Mark Migilore, Senior Vice President, and below are some of his highlights and recaps from the weekend.
1. Building Brand Value
Bruce Turkel illustrated his seven rules with memorable, entertaining anecdotes and exceptionally clear and simple real world examples. Emphasis on creating a brand that makes your business more valuable regardless of who your customer is, why your brand identity is more important to your continued success than the function of the product or service your sell.
2. Reinvigorating the Spirit of Your Organization
Keynote Guest Speaker: Bob Danzig, former CEO of Hearst Newspapers, grew up in foster care, joined the Navy and was awarded a Journalism Fellowship to Stanford University, ultimately rising to the rank of CEO of Hearst at the age of 44. Bob served on the board of Hearst for 21 years, served as the Dean of the Hearst Leadership Program for 15 years, has authored 11 books and has delivered inspirational keynotes to over 1 million people, designated as a “Hall of Fame Speaker” by the National Speakers Association. Bob donates 100% of his speaking proceeds to foster care.
Bob Danzig discussed how to reinvigorate the spirit of your organization and “invite excellence” through the leadership and celebration of success
3. Maximizing Revenue & Minimizing Drama
This session dug into the evolution of employee toxicity that can cause a rise in drama and a decline in revenue.
4. Forecasting & Planning
This group discussion focused on the critical task of properly forecasting sales, budgeting expenses, planning new initiatives, creating branding opportunities, launching new events and expanding or contracting staff accordingly.
Thank you Mark for the recap and if you have further questions about the content of a session please reach out to Mark to further discuss. Mark can be reached at 214-969-7300 ext 150.
We will see all CRMA members in Houston May 20-22.
Over the past several years we have seen an increase in the digital offerings from our customers. Everyone is trying to figure out the right formula to keep their advertisers engaged and increase their dollar spend. For many years it was a lack of reporting back to the customer that was stymying re-purchases. Then once a publisher was able to get back reports to the agency or advertiser there was a disagreement between the numbers reflected by publisher versus what the agency/advertiser was showing. Today it seems that some of the offerings provided by publishers are somewhat complicated and require more creative work by the agency/advertiser. This article published today by the Wall Street Journal does a good job of breaking down Programmatic Native Ads and why technology may be the limiting factor in the quick adoption.
Link to Wall Street Journal Article
City Regional Magazine publishers and staff completed a very successful 2 day conference in Denver, CO (May 22-23 2016).
Industry leaders held various seminars addressing the needs of all departments. Especially interesting was the emphasis on enhanced editorial content and tailoring eNewsletters to individual audience member's interests.
Needless to say, 2017 will see a greater outreach of local events and audience driven initiatives.
Sonoma Magazine, D Magazine and Washingtonian won the coveted general excellence awards in their circulation categories in the 31st Annual National City and Regional Magazine Awards competition. For a complete list of award recipients, click the button below: