Rich Forsgren's presentation at the 2014 ROUNDTABLE preconference workshop on data-driven revenue diversification.

1. Data Driven Revenue Case Study Times Publishing Company Rich Forsgren CTO
The ROUNDTABLE

2. Building audience is our business
Through a diverse marketing plan, we grow niche and mass audiences every day to help you connect with your customers.

4. What audience do you want to reach?
Digital Advertising
Run of Site Impressions
Mobile
Extended Reach Network
Geographic Targeting
Demographic Targeting
Post It Note
Roadblock
Page Peel
Expanding Ad
Video Pre-Roll
Varsity
Home Site
Auto Site
Newsletters
Print Advertising
Erie 2014
Visitor Book
Events
Commitment to Erie
Varsity Cup
Specific Page Requests
Run Of Paper (best location available)
Her Times
Varsity
Lake Erie Lifestyle
Classified
Pre Prints
Insert Express
Targeted Market Coverage (TMC)
Direct Mail
House to Home
Showcase
Directory Advertising
Crawford Zone
Post It Notes
Digital Services
Responsive Website Design
Search Engine Optimization
Search Engine Marketing
Email Marketing
E-Commerce
Social Media Management
Reputation Management
Analytics
Event Marketing
Erie Times-News Kids’ Expo
Varsity Cup Awards banquet
Career Fair
Commitment to Erie Awards
Seventh Annual Rock Erie Music Awards

5. •Who are your targets?
•What are they like?
•Income, shopping behaviors, media behaviors
•How old and what generation they belong?
–Boomers think differently than Millennial
•Where can you find them?
–State, County, City, Zip Code, Household
•How do you reach them?
•What do they think?
–Customized Online Marketing Intelligence!
GOAL: Find prospects you don’t serve!

6. AGE COHORTS
COUNT
INDEX
18-24
5
50.7
25-34
8
15.0
35-44
32
39.3
45-54
65
61.3
55-64
112
104.7
65-74
113
162.9
75 and ABOVE
154
247.6
INCOME RANGE BAND 20s
COUNT
INDEX
UNDER 20,000
52
73.9
20,000 TO 39,999
109
99.1
40,000 TO 59,999
83
96.9
60,000 TO 79,999
98
114.9
80,000 TO 99,999
65
194.6
100,000 TO 124,999
34
113.8
125,000 TO 149,999
7
128.9
150,000 and ABOVE
38
272.4
GENDER
COUNT
INDEX
FEMALE
253
117.7
MALE
165
81.1
UNKNOWN
76
100.7
EDUCATION
COUNT
INDEX
COLLEGE
156
114.0
GRAD_SCHOOL
102
180.1
HIGH_SCHOOL
164
72.3
VOCATIONAL_TECH
4
70.0
LENGTH_RESIDENCE
COUNT
INDEX
UNKNOWN
24
45.9
1-2 YEARS
28
56.6
3-5 YEARS
74
91.5
6-10 YEARS
79
86.5
11+ YEARS
289
131.3
HOME_OWN_RENT_PROBABILITY
COUNT
INDEX
HIGHLY_LIKELY_HOMEOWNER
95
58.1
PROBABLE_HOMEOWNER
29
67.5
VERIFIED_HOMEOWNER
343
131.7
MARITAL STATUS
COUNT
INDEX
MARRIED
338
125.3
MARRIED_INFERRED
19
76.3
SINGLE
120
73.9
SINGLE_INFERRED
9
31.0
BN_HOME_EQUITY_50s
count()
INDEX
NO EQUITY
44
132.9
0 - 19,999
34
116.3
20,000 - 49,999
59
181.3
50,000 - 99,999
65
242.3
100,000 - 149,999
23
260.3
150,000 - 199,999
10
372.3
200,000 - 249,999
7
730.7
250,000 - 299,999
1
297.2
300,000 - 399,999
1
358.6
400,000 and ABOVE
0
0.0

7. Average Income: $60,000+
Age: 55+
HH Comp: No Kids in HH
Occupation: Professional/Technical/Retired
Marital Status: Married
Education: College/Grad School
Tenure: Homeowner
Net Worth: $500,000 - $1,000,000
“Who are your targets?”
Source: AcXiom PersonicX, 2014

8. PLATINUM OLDIES
INDEX: 469.3 MEAN AGE: 75.4
SHOPPING:
• Catalogs
•L.L. Bean
•Trader Joe’s
•Macy’s
•Pathmark
•Costco
•Bed Bath & Beyond
GOLDEN YEARS
MAGAZINES/NEWSPAPERS:
AARP The Magazine
Consumer Reports
Smithsonian
Reader’s Digest
Southern Living
Newspaper
UPPER MIDDLE
RADIO/TV:
Veterans, Fraternal, Civic, Religious and Charitable Clubs
Classical Music Performances
Attending Live Shows
Crossword Puzzles
Gardening
Collecting Coins
CITY & SURROUNDS
“What are they like?”
These well-heeled retirees and soon-to-be retirees living in the outer edges of the city
are enjoying the fruits of their lifetime labor. They are active pillars of their communities, dedicated grandparents, and interested in maintaining their health and fitness.

9. ESTABLISHED ELITE INDEX: 447.7 MEAN AGE: 57.4
SHOPPING:
•Trader Joe’s
•Nordstrom
•Ann Taylor
•Crate & Barrel
•Internet
•Barnes and Noble
•Independent Jewelry Stores
MATURE WEALTH
MAGAZINES/NEWSPAPERS:
The New York Times
Money
NNN Top 10
Time
Travel + Leisure
The Sunday Newspaper
WEALTHY
COMPUTERS/ONLINE:
Tracked Investments/Traded Stocks
NYTIMES
CNN
Wireless Connection
Googlemaps
Travel Planning
Apple Computer
CITY & SURROUNDS
Established Elite represents America’s elite couples and singles. With no school-age
children at home and the highest incomes in the country, these households have
enormous disposable incomes and pursue correlating luxuries and activities.
“What are they like?”

10. Presbyterian Homes’ Strong Zips

11. Key Opportunity Zips

12. Interest in Charitable Giving

13. Thank You