Gary Farrugia's presentation on revenue diversification at The Day Publishing Company at The 2014 ROUNDTABLE in Vail, CO.

1. Data-Driven Dollars
THE ROUNDTABLE: VAIL,
COLORADO
AUGUST 22, 2014

2. • Bring innovation to our communities
by adapting technology to improve
communications.
• The Database evolves into the central
nervous system of the business.
Positioning
2

3. Technology
improves content
delivery to multiple
platforms.
Better content
enhances value to
readers and wins
new customers.
Database and
Marketing content
creators connect
buyers to sellers.
 Information Company Culture
 Newsroom supplies journalism information
 Marketing supplies commercial information
 Database drives consumer revenue growth
 Database connects buyers and sellers
 Reverse Audience Declines
 Database targets towns for start pressure
 Waterford, Lymes, Groton, Stonington
 Daily enhanced coverage in target towns
 Expand registered user database
 Advertising Content Marketing
 Marketing Writers produce content for hire
 Advertorial content appears on all platforms
 Database distribution of digital I-mags
3
Strategic
Goals

4. What we now know of our “members”

5. The Targeted Town
Subscriber Initiative
Membership Drive
5

6. 6
Targeting New Members
1. Analyze active, former and prospective groups according to age, income,
education, length of residence and occupation.
2. Score each demographic characteristic based on the subscriber index.
3. For each household assign an “opportunity score” based on demographic
scores and historical retention data.
4. Organize high scoring segments into life stage groups; targeted for
acquisition marketing.
5. Assign specific membership offers to those Opportunity groups.
6. Those metrics project member growth both by index group and by market.
7. Customize offers to specific model clusters to maximize response and
retention utilizing email, direct mail and telemarketing.
8. With news, identify coverage resources in emerging markets

7. 7
Marketing Campaigns Stressing Increased Local Coverage
Print – Web – Email – Tab On – Direct Mail - Telemarketing
Nearly 350,000 Touches Monthly
Targeted Growth Campaigns

8. View this email in your browser
You listen but you’re somewhere else. Was that a real person in the checkout line or a
zombie? Am I supposed to grab dinner on the way home? I just need a few minutes. To
think.
Look forward to it with The Day.
Here's a special offer just for
you: Subscribe to The Day and enjoy All
Access membership, which includes
Sunday home delivery + full digital
access for as low as $1.00 per week for
the 1st 12 weeks!
8
Targeted
Growth
Model
New Lifestyle Email
Campaigns and
New Engagement
Platforms
Email – Direct Mail
View this email in your browser
Are the merits of Greek yogurt a good conversation starter? Probably not. Unless product
labels are all you’ve been reading lately. There’s a lot going on in your community. Let’s
talk about it at the table.
Look forward to it with The Day.
Here's a special offer just for
you: Subscribe to The Day and enjoy All
Access membership, which includes
Sunday home delivery + full digital
access for as low as $1.00 per week for
the 1st 12 weeks!

9. 9
Expand Staff for The Day & day.com
 Waterford, Stonington, Groton, the Lymes, Mystic focus
 Add three reporters to focus on targeted town coverage
 Editorial Board Freelance for purchase of targeted town
commentary
 Goal of 2-3 incremental local news stories per day per town
 No incremental spending. All funding achieved through cost
diversions.
 Task editors with monitoring added focus on targeted towns
Add Local News Coverage

10. Measuring News
Coverage
10
Story volume increased an average of 55% year over year

11. Proof of
Concept
11
Targeted Growth Model Communities
As of July 31, consumer
Membership revenues
were up 1% over 2013
year-to-date. This is
being achieved without a
rate increase.
Overall Membership
volume is flat year over
year.

12. Membership
2011-2014
Three-year trend shows
strong growth in digital
membership, steady
growth in less frequent
print subscriptions.
Database marketing
gains are offsetting
losses from declining 7-
day print subscriptions.
12

13. 13
 Data mining opens a new marketplace for advertisers
 Creates new audience for email marketing, I-magazines
 Creates a target-rich prospecting list for new Membership
 Registered users have increased 18% since January, 2013
Registered User Audience

14. MARKETING
CONTENT TEAM
Advertising Content
14

15. 15
Initiatives
 Convert HomeSource and Wheels into “Day Marketing” publications
 Launch I-Mag versions for theday.com and through email marketing
 Storytelling solutions for Advertisers to market products and services
 Create Sponsored Content avails in all print and digital platforms
Objectives
 Create a culture of innovation narrative within Marketing &
Advertising
 Create a content-generation infrastructure for Marketing and
Advertising
 Establish the company in the “commercial journalism” business
 Create content for database marketing via email distribution
Overview

16. Sponsored Contet
Print Platform Marketing Publications
16
 Sponsored platform
 Digital publication for each
 Deployed on web and through behavioral emails

17. 17
Annual Publication:
$15,000 incremental revenue
Monthly Digital-Only Publication:
$96,000 incremental revenue
Sponsored Content
Marketing Publications

18. Sponsored Content
Engages Readers
18

19. Sponsored Content
Enhanced engagement opportunities can link to customized landing pages, video, and websites
20

20. Sponsored
Platforms
One additional FTE
hired as a writer for
marketing is
producing the local
advertiser sponsored
content.
Advertising Creative
Services edits and
designs the sections.
The Newsroom
wrote guidelines and
standards for
sponsored content.
 Existing Weekly Publications
 HomeSource: Up 14% over 2013
 Wheels: Up 8% in June over 2013
 New Marketing Magazines
 CT Family: $117,000 with three issues
 Wine & Dine: $15,000 one annual
issue
 Homes of Distinction: $50,000
annual
 Digital-only magazine published monthly
 Email marketed to target audience
 Nativo: Online provider, $30,000 in
2014
20

21. Sponsored Content
and Marketing
Publications
More than $300,000
in new revenues
associated with
commercial
marketing and
sponsored content
21
YTD Annualized Prior NetNewAnnualized
Homesource 279,000$ 558,000$ 510,000$ 48,000$
Wheels 208,000$ 425,000$ 421,000$ 4,000$
CTFamily 77,000$ 117,000$ -$ 117,000$
Wine &Dine 15,000$ 15,000$ -$ 15,000$
Homes of Distinction 16,000$ 96,000$ -$ 96,000$
Online 3,400$ 30,000$ -$ 30,000$
Print 5,000$ 10,000$ -$ 10,000$
Total 603,400$ 1,251,000$ 931,000$ 320,000$