Print publications are finding phenomenal success with online promotions. Why? To find out, flip through the slide deck from the Making Print Your Competitive Advantage for Online Promotions webinar. For the presentation, Julie Foley, Second Street's Director of Affiliate Success, was joined by Vince Johnson, the Publisher at the Forsyth County News and former Chief Multimedia Officer at The Signal, Joe Mullen, the Director of Digital New Business Development at the Milwaukee Journal Sentinel, and Christine Randall, the Advertising Manager at The Daily Advocate.

1. @secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
Making
PRINT
Your Competitive
Advantage for
ONLINE
PROMOTIONS

2. @secondstreetlab
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
Joe Mullen
Director of Digital New
Business Development
JS Digital Solutions/Journal
Communications
jdmullen@jrn.com
Vince Johnson
Publisher
The Forsyth County News
vince@signalscv.com
@vincejohnson
Christie Randall
Business Development Leader
The Daily Advocate
crandall@civitasmedia.com
Presenters

3. @secondstreetlab
Follow
@secondstreetlab
on Twitter!
Want to win an exclusive prize? Be
the one who tweets the most with
our hashtag #promotionslab
Note: We are recording this webinar and
you will receive an email with links to the
recording and slide deck.
Questions + Twitter

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What We Offer

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Agenda
• The Opportunity
• Case Studies
• Next Steps
• Questions

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$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Borrell Associates
in Billions
The Opportunity

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A Lean-Forward Medium

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D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
MY EXPERIENCE
WITH ONLINE PROMOTIONS
AT A 7,500 CIRCULATION DAILY

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Results
ü 13 Weeks
ü 400 Players
ü Social Activity
ü $12,000 Revenue

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Results
ü 7 Sponsors
ü 890 New Registered Users
ü 10,990 Votes
ü 25,000 Pageviews
ü Social Activity
ü $3,500 in Revenue

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Results
ü 10 Sponsors
ü 491 Submissions
ü 2,424 Registered Users
ü 134,000 Pageviews
ü 2,000+ Email Opt-Ins
ü Community Involvement
ü $10,000 in Revenue

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D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
Online Promotions a Huge Success

18. @secondstreetlab
LESSONS
LEARNED:

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ONLINE IS
EFFICIENT

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REVENUE
IS DIGITAL

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PRINT IS
POWERFUL

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D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
CASE STUDIES

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$100,000
in Revenue

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$102,000
in Revenue

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$70,000
in Revenue

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Joe Mullen
Director of Digital New Business Development
JS Digital Solutions/Journal Communications
jdmullen@jrn.com

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Golf Card

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Print Ads

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Online Ads

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$68,000
in Revenue

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Christie Randall
Business Development Leader
The Daily Advocate
crandall@civitasmedia.com

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From this…

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To this!
Fair Photo
Cover
Contest

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Contest Winner

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Record Growth!
682%
growth in
users since
2010!

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Facebook Contest

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Additional Print

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$100,000
in Revenue

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Vince Johnson
Publisher
The Forsyth County News
vince@signalscv.com
@vincejohnson

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Metro Ballot

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The Impact of Print

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Integrated Promotion

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$75,000
in Revenue

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Prep
Sports
–
just
an
image
of
the
ballot

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D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
WHAT NOW?

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Align 1

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Discover 2

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IMAGES OF SIGNAL PREP BALLOT

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Package 3

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Print Ads
Email
Social ElementsAdvertiser Opt-In
What to Include
Online, Mobile & Tablet Ads
Thank You Coupons & Offers
Deals Store or Card

61. @secondstreetlab
secondstreetlab.com/
printplaybook

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Engage 4

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Grab Your Share 5

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$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Borrell Associates
in Billions
Online Promotions Spending

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$30,000
in Revenue

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10
Weddings Booked

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YOU CAN DO IT

69. @secondstreetlab
ONLINE IS
EFFICIENT

70. @secondstreetlab
REVENUE
IS DIGITAL

71. @secondstreetlab
PRINT IS
POWERFUL

72. @secondstreetlab
YOU CAN DO IT

73. @secondstreetlab
secondstreetlab.com/printplaybook
@secondstreetlab

74. @secondstreetlab
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
Joe Mullen
Director of Digital New
Business Development
JS Digital Solutions/Journal
Communications
jdmullen@jrn.com
Vince Johnson
Publisher
The Forsyth County News
vince@signalscv.com
@vincejohnson
Christie Randall
Business Development Leader
The Daily Advocate
crandall@civitasmedia.com
Questions?