Matt Coen shared how newspapers can grow their revenue and database strategy by focusing on becoming a modern day audience engagement company.

2. OVER 3,000 MEDIA COMPANIES

3. Ad Spending is Flat
In 2014, businesses
spent only 2.8% more on
advertising than they
had a decade earlier.
Source: Borrell Associates, Inc. 2015

4. Promotions Are Increasing
In 2014, they
spent 96.4% more on
promotions than they
had a decade earlier.
Source: Borrell Associates, Inc. 2015

5. WHY ONLINE PROMOTIONS?
Source: Borrell Associates, Inc. 2015

8. secondstreetlab.com

9. secondstreetlab.com/sipconnect

10. Engagement Types
Promotions Forms MessagesInteractive Content

11. Engagement Types
Promotions

12. PROMOTIONS
Sweepstakes
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems

13. PROMOTIONS
Photo Contests
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems

14. PROMOTIONS
Photo Contests
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems

15. PROMOTIONS
Photo Contests
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems

16. PROMOTIONS
Sports Pick’ems
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems

17. PROMOTIONS
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems
Deals

18. Engagement Types
Promotions Interactive Content

19. INTERACTIVE
CONTENT
Personality Quiz
Quizzes, Ballots, & Community
Photo Galleries

20. INTERACTIVE
CONTENT
Personality Quiz
Quizzes, Ballots, & Community
Photo Galleries

21. INTERACTIVE
CONTENT
Trivia Quiz
Quizzes, Ballots, & Community
Photo Galleries

22. INTERACTIVE
CONTENT
Editorial Quiz
Quizzes, Ballots, & Community
Photo Galleries

23. INTERACTIVE
CONTENT
Editorial Quiz
Quizzes, Ballots, & Community
Photo Galleries

24. INTERACTIVE
CONTENT
Native Quiz
Quizzes, Ballots, & Community
Photo Galleries

25. INTERACTIVE
CONTENT
Native Quiz
Quizzes, Ballots, & Community
Photo Galleries

26. INTERACTIVE
CONTENT
Native Quiz
Quizzes, Ballots, & Community
Photo Galleries

27. INTERACTIVE
CONTENT
Native Quiz
Quizzes, Ballots, & Community
Photo Galleries

28. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

29. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

30. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

31. Engagement Types
Promotions FormsInteractive Content

32. FORMS
Surveys
Surveys, Subscriptions, &
Registrations

33. Engagement Types
Promotions Forms MessagesInteractive Content

34. STATE JOURNAL-REGISTER
PRO FOOTBALL
CONTEST
RESULTS:
$125,000
CASE STUDY

35. THE SIGNAL
BEST OF SANTA
CLARITA VALLEY
RESULTS:
56% INCREASE
IN VOTES
CASE STUDY

36. WXMI-TV
GROCERY
GIVEAWAY
RESULTS:
6,752
EMAIL OPT-INS
CASE STUDY

37. YOUR DATABASE IS NOT JUST
A BUNCH OF EMAILS

38. …THEY ARE PEOPLE.

39. Interests
?
Advertisers
?
Purchase
History ?
Name
✓
Email
✓
Gender
?
Age
?
Address
?
Postal Code
?
Income Level
?
CONSUMER PROFILES

40. Name
✓
Email
✓
Gender
✓
Age
✓
Address
?
Postal Code
✓
Income Level
✓
CONSUMER PROFILES
Interests Home (Remodeling)
Advertisers
?
Purchase
History ?

41. Interests Beauty, Education, Healthcare, Home (Buying,
Remodeling), Kids, Restaurants (Italian &
Mexican), Wine
Advertisers • Aveda Salon & Spa
• Bridge Tap House & Wine Bar
• Cardinal Glennon Children’s Medical Center
• Concordia Elementary School
• Keller Williams Realty
• Mission Taco
• Pastaria
• The Magic House
Purchase
History ?
Name
✓
Email
✓
Gender
✓
Age
✓
Address
?
Postal Code
✓
Income Level
✓
CUSTOMER PROFILES

42. CONSUMER PROFILES
Interests Beauty, Education, Healthcare, Home (Buying,
Remodeling), Kids, Restaurants (Italian &
Mexican), Wine
Advertisers • Aveda Salon & Spa
• Bridge Tap House & Wine Bar
• Cardinal Glennon Children’s Medical Center
• Concordia Elementary School
• Dick’s Sporting Goods
• Keller Williams Realty
• McMahon Ford
• Mission Taco
• Pastaria
• Planet Fitness
• The Magic House
Purchase
History ?
Name
✓
Email
✓
Gender
✓
Age
✓
Address
?
Postal Code
✓
Income Level
✓

43. Interests Beauty, Education, Healthcare, Home (Buying,
Remodeling), Kids, Restaurants (Italian &
Mexican), Wine
Advertisers • Aveda Salon & Spa
• Bridge Tap House & Wine Bar
• Cardinal Glennon Children’s Medical Center
• Concordia Elementary School
• Dick’s Sporting Goods
• Keller Williams Realty
• McMahon Ford
• Mission Taco
• Pastaria
• Planet Fitness
• The Magic House
Purchase
History
Beauty, Local Events, Italian Restaurants
Name
✓
Email
✓
Gender
✓
Age
✓
Address
✓
Postal Code
✓
Income Level
✓
CONSUMER PROFILES

44. KNOW YOUR DATABASE

45. READY TO
BUY A CAR
KNOW YOUR DATABASE

46. READY TO
BUY A CAR
LOOKING TO
PURCHASE
JEWELRY
KNOW YOUR DATABASE

47. READY TO
BUY A CAR
LOOKING TO
PURCHASE
JEWELRY
READY TO
REMODEL A
HOME
KNOW YOUR DATABASE

48. READY TO
BUY A CAR
LOOKING TO
PURCHASE
JEWELRY
READY TO
REMODEL A
HOME
INTERESTED
IN MEXICAN
RESTAURANTS
KNOW YOUR DATABASE

49. USER PROFILE DATA
DRIVES AD REVENUE

50. SALES SHEETS

52. EMAIL DRIVES
ENGAGEMENT

53. 0
50
100
150
200
250
300
350
400
Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7
Submissions by Day
70% of
Submissions
THE POWER OF EMAIL

57. DATA DRIVES DIRECT
MARKETING

58. The Shift To Targeted Advertising
$ in Billions

62. DATA DRIVES
CIRCULATION

63. MEMBER ACQUISITION

64. MEMBER RETENTION

65. DATA DRIVES
TARGETED DISPLAY

66. TARGETED DISPLAY

67. USE PROMOTIONS TO
BUILD DATA FOR
YOUR ADVERTISERS

68. CASE STUDY:
AUDIOLOGY AND
HEARING CENTER

70.  Identify Locals Interested in Hearing Aids
 Grow Opt-In List
 Get people to come to lunch-and-learn
ADVERTISER GOALS

71. SURVEY QUESTIONS

72. 359
entries

73. 164people planning to purchase a
hearing aid in the next 12 months

74. 217
new email opt-ins

75. 95
interested in events

76. 55
wanted a phone call

77. CASE STUDY:
HIGDON FURNITURE

83. 1,800+
users took the quiz

84. 74%
email opt-in rate for
sponsor

85. COMBINING THE
CONCEPTS

86. CASE STUDY:
MEXICAN VILLA

88. 1,700
entries

89. 70%
email opt-ins

98. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration
2. Establishes Goals & Creates a Plan
3. Owns Relationships with Consumers Through Email
4. Builds & Leverages Consumer Profiles
5. Delivers Measurable Results to Clients
6. Targets & Personalizes Content & Advertising
7. Creates a Corporate Strategy

99. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration
2.
3.
4.
5.
6.
7.

100. For many media
companies right now,
there’s a struggle in
creating cross-team
collaboration and a
lack of a designated
champion for
promotions and
interactive content.
Julie Foley
Second Street
Director of Affiliate
Success

101. VISUALIZE WINNING
News
Operations
Marketing
Audience Dev.
Sales

102. Before, we were
treating
promotions just
like every other
thing we did. We
didn’t have a
strategy.
Peter Newton
Chief Revenue Officer
GateHouse Media

103. You won’t get there unless
you leverage the talent you
have in every single
department in your
organization.
Rebecca Capparelli
Executive Director of Promotions
GateHouse Media

104. To date, we’ve
earned over
$120,000 from
promotions and our
success is a direct
result of our digital
promotions team.
James Blasco
Account Executive
Daytona Beach News Journal

105. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2. Establishes Goals & Creates a Plan
3.
4.
5.
6.
7.

106. We took a year off from
focusing on promotions
and instantly felt the pinch
as revenue dipped. We
saw the big opportunity. It
was time for us to take
advantage of that.
Peter Newton
Chief Revenue Officer
GateHouse Media

107. You don’t succeed
accidentally. Set a
goal that’s big
enough to matter.
Beth Mann
President & CEO
WKDZ-FM & WHVO-FM

108. Planning ahead is
key to your
success. Without
a plan, it’s easy
to stumble.
Kim Wildenmann
Digital Promotions & Contesting Manager
Scripps Company

109. Your team follows your
lead - If you don’t treat
promotions and
interactive content as a
priority, neither will
they.
Kent Oglesby
New Media Development Manager
KY3-TV

110. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2.
3. Owns Relationships with Consumers Through Email
4.
5.
6.
7.

111. Engagement is the new
currency and artful
engagement is the gold
standard. If you’re not
working to grow your
email database, you’re
missing the boat.
Gordon Borrell
CEO
Borrell Associates

112. The more people you
have in your promotions
database, the more
people you can email,
and the more revenue
you can make.
Tim D’Avis
Director of Digital Products
Lee Enterprises

113. Our light bulb moment
was realizing that we
need a direct line of
communication with our
consumers, and email
was the conduit for that.
Tim D’Avis
Director of Digital Products
Lee Enterprises

114. You’ve got to prioritize your
audience database growth.
I imagine most of your
teams offer bonuses based
on revenue. But, how many
of you have a bonus tied to
database growth?
Tim Murphy
VIP Digital Strategy & Enterprise Platforms
Entercom Communications

115. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2.
3.
4. Builds & Leverages Consumer Profiles
5.
6.
7.

116. Advertisers are looking for
specifics - women, aged 25-45,
who prefer organic food, and
have children. And your media
company is going to have to
rise to the occasion and figure
out how to provide those
results.
Tim Murphy
VIP Digital Strategy & Enterprise Platforms
Entercom Communications

117. We need to be
thinking about the
audience first. Once
you’ve developed
an audience and
earned their trust,
revenue will follow.
Doug Villhard
President & Co-Founder
Second Street

118. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2.
3.
4.
5. Delivers Measurable Results to Clients
6.
7.

119. Advertisers are planning
to change where they’re
spending money. And
the time is ripe for
presenting digital ideas
to your clients.
Gordon Borrell
CEO
Borrell Associates

120. You want to be your
advertiser’s marketing
consultant. That starts by
treating the CNA as an
avenue to learn about your
client, without the goal of
selling to them.
Sara Droke
Director of Emerging Media
WPSD-TV

121. The huge success of our
Scariest Bathroom
contest led us to
creating
lead-generating contests
for other home service
businesses (basements,
backyards, garages).
Matt Nystrom
VIP of Digital Media
Saga Communications

122. The advertiser was so
impressed with the
results, they’re tripling
their advertising
spend with us for next
year.
David Wittingler
Digital Sales Manager
Steamboat Pilot & Today

123. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2.
3.
4.
5.
6. Targets & Personalizes Content & Advertising
7.

124. The entire concept of
targeting has evolved. It
used to be enough to just
target by city and by station
format. That’s not enough
anymore. And your
advertisers deserve more.
Tim Murphy
VIP Digital Strategy & Enterprise Platforms
Entercom Communications

125. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2.
3.
4.
5.
6.
7. Creates a Corporate Strategy

126. Going all in and
committing to a true
Audience Engagement
strategy makes all the
difference.
Peter Newton
Chief Revenue Officer
GateHouse Media

127. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration
2. Establishes Goals & Creates a Plan
3. Owns Relationships with Consumers Through Email
4. Builds & Leverages Consumer Profiles
5. Delivers Measurable Results to Clients
6. Targets & Personalizes Content & Advertising
7. Creates a Corporate Strategy

128. secondstreetlab.com/sipconnect