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Emailvision - The Roundtable on Strategic Marketing - August 2011 - Tom CulliganTRANSCRIPT
The journey from a single medium outlet to a multi-media core.
Thomas Culligan Chief Revenue and Marketing Officer The Washington Times August, 28, 2011
Con·quer
To conquer one's fear
To conquer organization’s list of supposed to’s
Con·quer
To gain, win, or obtain by effort and personal appeal
To conquer the hearts of the audience
Cannot be Fredonia Know who we want to conquer
Attack on multiple fronts
Not much is new
WGN Radio 1923
WGN TV 1947
Not much is new
WGN Radio 1923
WGN TV 1948
World’s Greatest Newspaper
Objective
The Washington Times’ content widely available through Internet, mobile devices, email, social, symposiums, print, radio and television
Global Objective
Move from focus on local newspaper to a global digital based multi-media company
Global Objective
Move from focus on local newspaper to a global digital based multi-media company 6 - 120 - 50
United States Objective Database of 40 million customers Provide media where viewers, Listeners and readers can engage on their timetable with preferred tools.
Market Focus Conservative, traditional audience motivated by shared values of freedom, faith, family and service.
Cornerstones of the market
Conservative market = 94 Million
Moderate market= 90 Million
50-80 million consistent listeners to
conservative talk radio shows
Google Search Conservative Newspapers 1. Washington Times 2. Wall Street Journal 3. New York Post 4. Manchester Union-Leader 5. Daily Oklahoman
Google Search Conservative Newspapers 1. Washington Times 2. Wall Street Journal 3. New York Post 4. Manchester Union-Leader 5. Daily Oklahoman
Cross Channel Content Distribution and Marketing
National
Weekly
Affinity
and
Symposiums
Social Tools
TWT Online
Pull
Push
Targeted
TWT Targeted
TWT
Local
Radio and Television
The Washington Times Daily Print Edition
The Washington Times E-Edition
The Washington Times National Weekly Edition
Pull Strategy
Draw users to site as consistent source of news and preferred opinion
Create links from Drudge and affinity sites and blogs
Pull Strategy #10 Newspaper Web audience in the United States 85% Outside Washington
Washingtontimes.com
Highest regions: Orange County San Diego Dallas Ft Worth Orlando Chicago Suburbs
Washingtontimes.com
Push Strategy-Parallel Website
Starting point 5 Million opted-in Conservative Americans
Targeted Vocus addresses
Affinity group addresses
Address collection aligned resources
Times247.com LAYOUT Links to Drudge-Like
links for visitors that
prefer the “Skinny” version
Editorial Top Picks
Exclusive Times
Opinion
Social Media
& iPost
Curated Aggregation
Exclusive Times
News
Curated and
Exclusive Video
Top Story –
Curated or
Exclusive
Audience Outreach
Email Alert Times247 Daily
5,000,000 emails to fiscally & socially conservative activists, voters & donors
Top news and commentary Daily email will publish three banner ads.
Email Triggers Email Rentals Influencers
Times247.com Custom Channels
Transformed for targeted audiences:
Times247.com/Colorado
Times247.com/Thailand
Times247.com/SecondAmendment
Times247.com/Super Tuesday
Radio “America’s Morning News” 141 markets
“Andy Parks…Live from The Washington Times” Washington, DC
John McCaslin Dana Mills
Television
Washington Bureau Source for news Provide stations with original Wash content Video from newsroom-to-stations Webcasting
Dramatic Increase in Audience and Influence Through
The E-Channel
Current Targeted Email Addresses 5,000,000 Opt-in Conservatives 650,000 Opt-in Republicans 200,000 Times Registrants 200,000 Former Subs 100,000 Affinity 50,000 Washington Leaders Unlimited Vocus Lists
Affinity Group Partnerships
American Conservative Union 100,000 members National Rifle Association 6,000,000 members Hillsdale College/Imprimis 2,000,000 subscribers Heritage Foundation 1,200,000 members Tea Party Patriots 800,000 members US Chamber of Commerce 3,000,000 members Family Research Council 1,200,000 members
Vocus Sub groups and metrics
The Washington Times’ access to 1.5 million journalists discernable by beat, region, tone, frequency Direct contact/email information and bio’s on journalists to personalize pitching Database fully malleable with Washington Times data Metrics give instant reporting for impact measurement gives “Less tactical, more strategic” approach Fully social media integrated
AMERICA’S MORNING NEWS (partial listing) January – August, 2011
Governors:
Tim Pawlenty of Minnesota
Rick Scott of Florida
Senators:
John Cornyn, TX
Pat Toomey, PA
Jim Inhofe, OK
Johnny Isakson, GA
David Vitter, LA
Rick Santorum, PA
Claire McCaskill, MO
Scott Brown, MA
Norm Coleman, MN
George Allen, VA
Jim DeMint, SC
Mike Lee, UT
House Of Representatives:
Louie Gohmert, TX
Todd Rokita, IN
Allen West, FL
Steve King, IA
Tom Price, GA
Mike Pence, IN
Thaddeus McCotter, MI
House of Represetnatives, Cont:
Francisco Canseco, TX
Trey Gowdy, SC
Michael Burgess, TX
Charlie Rangle, NY
Tim Scott, SC
Others
Donald Trump, Business
Dr. Henry Kissinger, Secretary of State
Lt. Col. Oliver North, Fox News
Guy Kawasaki, Business
Hon. Michael Mukasey, Attorney General
Pat Buchanan, Columnist
George Will, Columnist
Fred Barnes, Weekly Standard
Ann Coulter
Donald Rumsfeld, Secretary of Defense
Herman Cain
Reince Priebus, RNC Chairman
Ken Cuccinelli, VA Attorney General
Juan Williams, Fox News
Brad Meltzer, author
Ben Cohen, founder of Ben & Jerry’s Ice Cream
Michael Reagan, son of President Ronald Reagan
Gene Simmons
Congressman Tim Scott Interviewed on America’s Morning News
Major issue – Rep Tim Scott (R-SC) Boeing plant/NLRB Local Stations informed interview will take place On America’s Morning News at 7:15.
Blog on washingtontimes.com at 7:20 Full audio on washingtontimes.com at 7:30 Refers to back to pod cast for full interview Email audio/video to media in South Carolina and Washington State Full story/video on washtimes.com/Times 24/7 Story runs in TWT daily Story runs in National Weekly If hot topic, advise Drudge and related sites
Actions tied to interviews
Newsmaker Interviews
Presidential candidate
Herman Cain
Steve Largent, CEO
of CTIA Former AOL
Chief Steve Case
API President
Jack Gerard
Senator Lindsey
Graham Ted Leonsis Darrell Isssa
Secretary of State Rice
Herman Cain Interview with Video
Steve Largent Story with video
Smart Email Marketing and Promotion 650,000 Registered Republicans/Metro Wash
Friends and Family Campaign Weekly Attrition Communication
Special Situation Email Marketing Japanese Disaster Assistance
E-Channel Direct Payoff
Advertising on all email
Premium pay for expert information Address list rental
E-Channel Indirect Payoff
Immediacy Expands geographic boundaries
Creates valuable market segmentation Increase audience across channels
Adds to multi-media advertising capabilities Improves influence
Moves company towards 40 million customers
So, where is your app?
Video and audio on smart phones.
Smart Phones – iPhone – Android – Blackberry – Palm
Ipads & other tablets
Viewable in multiple devices/browsers
TWT app
Own Plan to buy Portable device 35% 31% i-phone 12% 8% Blackberry 12% 6% iPad 8% 12% e-reader 9% 13%
Slow to market for portable digital devices The Washington Times readers……
Improving on theme from “Cheers”
The Washington Times, where everyone knows your name
AND EMAIL ADDRESS
To Con·quer
Combine all the tools… a love note, flowers, dinner, trip to the shore,
night at the opera and like dogs too.