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the Future
of the Newspaper
The new 10 step
Advertiser development
process
jim.chisholm@futureofthenewspaper.com
Shaping
the Future
of the Newspaper
Advertiser development process
Shaping
the Future
of the Newspaper
Advertiser development process
Shaping
the Future
of the Newspaper
Advertiser development process
1. Everyone in the newspaper is
involved in ADP
• Advertisers are readers
• They appear in stories
• They contribute stories
• They (usually) pay the majority of the wages
• While the editorial content must be above influence…….
• Editorial design has a critical impact on advertising readership
(and vice versa);
• Advertiser’s attitudes to the newspaper affect their loyalty and
perceived value;
• “Newspapers must have a coherent approach between
editorial and advertising” (Bain & Co);
• Advertising off-take must be a determinant of readership
development.
Shaping
the Future
of the Newspaper
Advertiser development process
2. Understand each advertiser’s
objectives, needs and attitudes
• Understand what each advertiser is trying to achieve:
• Targeting
• Nature of transactions
• Objectives from different marketing channels
• Measure their use of the newspaper relative to other media
channels they use:
• Response
• Responsiveness
• Value
• Share of marketing budget
• Identify and prioritise their core concerns and barriers
Shaping
the Future
of the Newspaper
Advertiser development process
2. Understand each advertiser’s
objectives, needs and attitudes
• Rolling methodology
• Ongoing tracking
• Total number of ledger accounts / 50
• Identify emerging problems
• Track advertiser confidence
• All transient advertisers on invoice
• Match sample with group of non-advertisers
• Service scoreSales
After sales
• NeedBusiness objectives
Business ambitions
Shaping
the Future
of the Newspaper
Advertiser development process
4. Classify the prospect base
• Non customer those who have never advertised.
Secure
Value
Value index
through
management
service
Low-cost Revenue
ad-hoc development
Shaping
Low
the Future
of the Newspaper Loyalty index
Advertiser development process
4. Classify the prospect base
Track points of growth and churn
within
• Identify the prospect
segments base.
of the advertiser base which are either
excessively vulnerable or showing exceptional growth:
• Value of spend
• Company profile
• Category
• Geography
• Attitude
• Sales person
Shaping
the Future
of the Newspaper
Advertiser development process
5. Build the sales organisation around
the advertisers
- Structure
• Too many advertising departments reflect the structure of the
newspaper, rather than the needs of the advertisers;
• Most of the effort goes into 10% - 15% of business at the
margin, rather than concentrating on levering those customers
with the greatest potential.
• Too much time is devoted to marginal needs and competitive
pressures;
• Identify what advertisers are driven by and sell to them
accordingly;
Shaping
the Future
of the Newspaper Source: Helsingen Sanomat
Advertiser development process
5. Build the sales organisation around
the advertisers
“b 2 c”
-Cost
Structure by market, not product
“b 2 b”
line
per contact
(Axel Springer)
“Face to
face”
“Ear to
ear”
“Bit to
bit”
Shaping
the Future
of the Newspaper
Advertiser development process
5. Build the sales organisation around
the advertisers
- Reward
• Recognise drivers of growth as much as current performers
• Contracts
• Improved measures of loyalty and commitment
• Growing share of advertiser spend
• Penalties for excessive churn
Shaping
the Future
of the Newspaper
Advertiser development process
6. Provide a single view of the
advertiser relationship
• Accounts and spending record
• Payment history
• Customer knowledge
• Attitudes
• Service score
• Loyalty and share
• Relative substitution
• Need
Shaping
the Future
of the Newspaper
Advertiser development process
9. Maximise prices and yields
Shaping
the Future
of the Newspaper
Advertiser development process
9. Maximise prices and yields
Aware Understood
Shaping
the Future
of the Newspaper Source: The Byrne Partnership
Advertiser development process
10. Build the business from the
knowledge
Markets
Current New
Current
?
Evolved new
New product
?
New
Experience
product/service
/market
Shaping
the Future
of the Newspaper
Advertiser development process
10. Build the business from the
knowledge
Markets
Current New
Current
Products
?
? =
New
Shaping
the Future
of the Newspaper
Advertiser development process
10. Build the business from the
knowledge
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Shaping
the Future
of the Newspaper
Advertiser development process
10. Build the business from the
business
Advertisement Operational Business
effectiveness effectiveness reorganisation:
• Creative value • Perceived value • Exploiting new
• Relevant positions • Loyalty factors technologies
• Channels to niche
• Pricing • Competitive
• New organisation
position
• Service scores
Growth through
Shaping old and new.
the Future
of the Newspaper
Added value advertising
Issues of implementation
Shaping
the Future
of the Newspaper
?
Advertiser development process
In summary
Jim Chisholm
Shaping
the Future
of the Newspaper