Employease 2000 Media Proposal
Tuesday, April 4, 2000
© 2000, TFA/Leo Burnett Technology Group
Table of Contents
•
•
Overview
Parameters
•
– Digital 1/0 Rankers
– Digital 1/0 Summary
– Vehicle Selection
– Budget
– Timing
– Geographic Coverage
•
•
•
Target Audience Review
Objectives
Strategies
– Tactics
•
•
•
Digital 1/0 Media Selection Process
Media Evaluation Criteria
Schedule Development Process
© 2000, TFA/Leo Burnett Technology Group
Recommended Schedule
• Rationale
– Schedule/Flowchart
•
•
•
•
Budget Summary
Value Added Merchandising
Online Program
Appendix
–
–
–
–
–
Closing Dates
Circulation Comparison
Editorial Comparison
Publication Duplication
Syndicated Summary
Overview
• Purpose of this plan is to launch Employease corporate brand identity and
brand positioning to a national target audience
• Both business and HR audiences will be targeted
• The plan will seek to build a high level of awareness in an efficient and
effective manner
© 2000, TFA/Leo Burnett Technology Group
Parameters
• Timing: May 2000 through February 2001
• Budget: $2,500,000
• Geographic Coverage
– Domestic U.S.
• Ad Unit: Spread, 4C, Page 4C, Online units
© 2000, TFA/Leo Burnett Technology Group
Target Audience Review
• Job Titles/Functions
– Top management and CxO level of companies:
• Searching for methods of streamlining the efficiencies of their business operations
• Seeking to achieve a higher level of strategic benefit from their HR departments
– HR management in need of more effective means of managing their departments and
their company’s personnel
• Those who recognize the value of and the benefits of higher level HR functions
© 2000, TFA/Leo Burnett Technology Group
Objectives
• Develop a media program that targets those having influence over their
company’s business processes and human resource strategies
• Launch with a heavy-up flight at campaign launch. Sustain with
maintenance level
• Choose media based on their ability to reach the specific target audiences
• Seek budget-extending, value-add programs capitalizing on trade show and
seminar events
© 2000, TFA/Leo Burnett Technology Group
Strategies
• Deliver flighted brand awareness program to CxO and top management
– Maximize exposure with weekly business journals
• Support brand building efforts to HR audiences with longer shelf life media
– Monthly trade media that reach the individual target audience titles
• Select media that is editorially suited to those companies that have adopted
the value of strategic HR
• Launch with Spreads. Follow with full pages
© 2000, TFA/Leo Burnett Technology Group
Strategies
• Support brand online with an Internet program
– Banners,email newsletters, direct email, content sponsorships and partnerships
– Build brand and deliver information in addition to increasing web site traffic
• Develop high frequency levels in-flight across key target segments to achieve
objectives
– With budget in mind, develop a schedule consisting of compressed flights to maximize
awareness
• Launch heavily
• Follow with maintenance
© 2000, TFA/Leo Burnett Technology Group
Strategies
• Ensure relevant context for message positioning:
– Business Methods
– Human Resource Issues
Business Success
Human Resource Success
• Use business focused media for relevant alignment with Employease business benefits
• Use HR focused media for relevant alignment with Employease Human Resource specific
benefits
© 2000, TFA/Leo Burnett Technology Group
Strategies
• Establish exacting criteria for media evaluation
– Ensuring cost-efficient and effective reach of all target audience segments
• Institute specific process for measuring, rating, and selecting media using
these criteria
• Establish Metrics  Evaluate  Score  Select
© 2000, TFA/Leo Burnett Technology Group
The Digital 1/0 Selection Process
• Numerical evaluative process placing strategic selection criteria behind the
numbers
• Establishes and controls the selection process parameters
• Provides logical rationale for media selection
• Captures qualitative evaluators and translates to quantitative
© 2000, TFA/Leo Burnett Technology Group
The Digital1/0 Selection Process
• Measurement criteria translated into logical (the 1/0) values
– Setting minimum thresholds for each measurement
•
Example - for business publications, target audience threshold settings are:
– 30% + of circulation must be Cxo’s
– 95% of circulation must be qualified within one year
• Media ranked by cumulative ratings across multiple criteria
– Detailed ratings and threshold values shown in Appendix
CPM Target
Circ
Time
Ad/Edit Ad Page Company Company Editorial Syndicated
Audience Qualification Spent
Ratio
Growth Revenue Size
Affinity
Measurements
Reading
<$50 >60%
>95%
© 2000, TFA/Leo Burnett Technology Group
>40 Min
<50%
>0%
>$30M
>300
>70%
>Top Ten
Media Evaluation Criteria
• Target audience coverage
– Percent of circulation that matches target audience definition (job title)
– Percent of circulation reaching companies in the “mid-market” as defined by revenue
and employee size
– “Plan to buy/involved in purchase of” rankings from syndicated research
• Involved in acquisition of Accounting/Payroll Software
• Plan to Acquire Accounting/Payroll Software
© 2000, TFA/Leo Burnett Technology Group
Media Evaluation Criteria
• Editorial quality
– Measured by ratio of ads to editorial content and growth in ad pages
– Topic Affinity. Does the medium cover the relevant issues?
• Circulation Vitality/Readership
– Measured by percent re-qualified within one year
– Measured by percent direct written request/paid
– Measured by time spent with publication
• Cost-efficiency
– Measured by cost per thousand on total circulation
© 2000, TFA/Leo Burnett Technology Group
Schedule Development Process
• Front load schedule for effective and fast brand building
• Using recommended media, maximize impact by determining effective inflight frequency
– Establish criteria corresponding to issue frequency:
• Weeklies: Minimum 2 out of 4 insertions
• Bi-Weeklies: Minimum 1 out of 2 insertions
© 2000, TFA/Leo Burnett Technology Group
Digital 1/0 Criteria: The Numbers
•
•
•
•
•
•
Top Management Ranker
Chairman/CEO Ranker
Treasurer/CFO Ranker
Involved in acquisition of Accounting/Payroll Software
Plan to Acquire Accounting/Payroll Software
Digital 1/0 Summaries: Business and HR
© 2000, TFA/Leo Burnett Technology Group
Digital 1/0 Criteria: Top Management
Ranker
Unwgt
Totals
Wall Street Journal
Business Week
New York Times
Inc.
Forbes
Fortune
Wired
Entrepreneur
Computerworld
CFO
Investor's Bus Daily
SmartMoney
PC Week
Barron's
Economist
InfoWorld
Harvard Business Rev
Smart Computing
Source: Intelliquest CIMS v6.0
© 2000, TFA/Leo Burnett Technology Group
1074
435
226
184
160
182
178
87
96
95
145
64
87
81
82
51
69
61
33
(000)
5732
893
394
363
347
345
307
233
230
210
171
163
163
148
119
118
107
100
99
%Cov
100
15.58
6.87
6.33
6.05
6.02
5.36
4.06
4.01
3.66
2.98
2.84
2.84
2.58
2.08
2.06
1.87
1.74
1.73
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
%Comp
20.1
25.95
21.96
21.63
36
26.08
22.81
23.44
29.87
15.63
42.86
34.75
20.69
11.7
22.62
24.43
10.3
28.17
20.25
Index
100
129
109
108
179
130
113
117
149
78
213
173
103
58
113
122
51
140
101
Digital 1/0 Criteria: Chairman/CEO
Unwgt
Totals
USA Today
Wall Street Journal
People
PC World
PC Magazine
Business Week
Kiplinger's Prs Fin
Time Digital f
New York Times
PC Computing
Home Office Computg
Forbes
Money Top Demo h
Time Top Zips f
Popular Science
Smithsonian
Computer Shopper
Inc.
Source: Intelliquest
© 2000, TFA/Leo Burnett Technology Group
201
101
89
88
55
52
49
37
78
44
34
25
38
48
78
28
26
32
31
(000)
927
210
199
177
109
99
94
88
81
78
73
70
67
66
66
66
65
64
58
%Cov
100
22.65
21.47
19.09
11.76
10.68
10.14
9.49
8.74
8.41
7.87
7.55
7.23
7.12
7.12
7.12
7.01
6.9
6.26
%Cov
1
22
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
%Comp
3.25
4.52
5.78
2.81
3.5
2.88
5.24
7.54
3.94
4.65
3.55
7.48
5.06
5.23
3.16
3.22
3.96
3.23
6.02
%Comp
27
13
68
51
67
20
3
37
24
48
4
23
21
62
60
36
59
10
Index
100
139
178
87
108
88
161
232
121
143
109
230
156
161
97
99
122
99
185
Digital 1/0 Criteria: Controller/
Treasurer/CFO
Unwgt
Totals
Wall Street Journal
USA Today
CFO
PC Magazine
Time Business-Tim Es f
Business Week
Time Top Mgmt-Tim Es f
NWK Business+-Tim Es f
Inc.
PC Computing
Fortune
Source: Intelliquest
© 2000, TFA/Leo Burnett Technology Group
283
157
139
117
82
106
81
106
112
55
52
65
(000)
792
178
130
125
102
91
90
90
69
62
58
57
%Cov
100
22.47
16.41
15.78
12.88
11.49
11.36
11.36
8.71
7.83
7.32
7.2
Rank
%Cov
1
2
3
4
5
6
7
8
9
10
11
%Comp
2.78
5.17
2.8
31.33
2.96
2.71
5.02
4.33
2.62
6.43
2.82
4.23
Rank
%Comp
8
34
1
26
36
9
12
38
3
33
13
Index
100
186
101
1128
107
98
181
156
94
232
102
152
Digital 1/0 Criteria: Involved in acquisition
of Accounting/Payroll
Unwgt
CFO
CIO Magazine
Network Computing
Network World
Industry Standard j
Wired
Network Magazine
Home Office Computg
PC Week
Computerworld
American Way
InformationWeek
InfoWorld
Macworld
PC Magazine
PC Computing
Wall Street Journal
Internet World
Inc.
Source: Intelliquest
© 2000, TFA/Leo Burnett Technology Group
68
145
217
104
213
108
68
71
219
188
47
200
191
41
321
196
235
62
89
(000)
63
56
108
57
48
117
48
107
142
147
51
90
105
97
308
183
301
48
82
%Cov
3.39
3.01
5.81
3.07
2.58
6.29
2.58
5.76
7.64
7.91
2.74
4.84
5.65
5.22
16.57
9.84
16.19
2.58
4.41
Rank
%Cov
52
59
30
57
63
25
65
31
18
16
60
39
32
36
3
11
5
64
43
%Comp
15.79
14.78
13.33
12.81
12.8
11.77
11.48
11.43
11.23
10.94
10.9
10.3
10.11
9.15
8.95
8.9
8.75
8.56
8.51
Rank
%Comp
1
3
4
5
6
7
9
10
11
14
15
17
18
21
22
23
24
28
29
Index
242
227
205
197
196
181
176
175
172
168
167
158
155
140
137
136
134
131
130
Digital 1/0 Criteria: Plan to acquire
Accounting/Payroll Software
Unwgt
CFO
Performance Compting
CIO Magazine
Network Computing
Network World
Industry Standard j
Wired
Communication News
Network Magazine
Home Office Computg
PC Week
Data Communications
Independent Business
Performance Compting
Computerworld
American Way
US Airways Attache
InformationWeek
InfoWorld
Inter@ctive Week
Smart Computing
Source: Intelliquest
© 2000, TFA/Leo Burnett Technology Group
68
28
145
217
104
213
108
25
68
71
219
61
8
18
188
47
37
200
191
68
36
(000)
63
26
56
108
57
48
117
26
48
107
142
34
18
19
147
51
28
90
105
42
45
%Cov
3.39
1.4
3.01
5.81
3.07
2.58
6.29
1.4
2.58
5.76
7.64
1.83
0.97
8.68
7.91
2.74
1.51
4.84
5.65
2.26
2.42
Rank
%Cov
52
83
59
30
57
63
25
82
65
31
18
72
92
25
16
60
78
39
32
70
68
%Comp
15.79
15.03
14.78
13.33
12.81
12.8
11.77
11.61
11.48
11.43
11.23
11.18
10.98
10.98
10.94
10.9
10.81
10.3
10.11
10.05
9.2
Rank
%Comp
1
2
3
4
5
6
7
8
9
10
11
12
13
1
14
15
16
17
18
19
20
Index
242
231
227
205
197
196
181
178
176
175
172
172
168
1430
168
167
166
158
155
154
141
Digital 1/0 Summary: Business
Target
Audienc
Publication
Business Publications
Business 2.0
Business Week
Fast Company
Forbes
Harvard Business Review
Fortune
Red Herring
Upside
Wall Street Journal
The Industry Standard
eCompany Now
Total
Circ
215,000
922,862
326,695
798,899
236,084
790,240
175,000
166,869
1,895,859
125,000
200,000
Net Rate CPM
$18,338
$49,853
$28,543
$30,899
$20,117
$43,271
$20,770
$20,240
$61,849
$15,980
$11,424
CPM
Score
$85
$54
$87
$39
$85
$55
$119
$121
$33
$128
$57
CXO
1
1
1
1
1
1
0
0
1
0
1
Circulation Vitality
43%
25%
23%
66%
65%
31%
19%
34%
48%
27%
0%
© 2000, TFA/Leo Burnett Technology Group
Treasurer Score
1
0
0
1
1
1
0
1
1
1
0
% Ads
Score
65%
100%
89%
80%
77%
0%
62%
100%
88%
74%
0%
0%
Score
50%
55%
50%
55%
65%
60%
55%
55%
49%
65%
0%
1%
9%
2%
2%
0%
0%
0%
0%
0%
3%
0%
0
0
0
0
0
0
0
0
0
0
0
Ad Page Growth
Score
1
0
0
0
0
0
1
0
0
0
0
Company Size
0-999
emp.
Score
250%
22%
64%
7%
13%
8%
44%
3%
9%
78%
0%
1
1
1
1
1
0
1
1
0
1
0
Time Spent w/ Pub
Score
1
1
1
1
0
0
1
1
1
0
1
62%
51%
49%
50%
53%
44%
86%
76%
23%
65%
0%
TOTAL
SCORE
Score
1
1
1
0
1
1
1
0
1
1
0
115
90
108
108
120
110
60
90
49
39
-
1
1
1
1
1
1
0
1
0
0
0
7
5
5
5
5
4
4
4
4
3
2
Digital 1/0 Summary: Vertical
Target
Audienc
Publication
Vertical Publications
Workforce Magazine
CFO
HR Executive
Business Finance
Employee Benefit News
Business Insurance
HR Magazine
HR News
Strategic Finance
Human Capital Strategies &
News
Total
Circ
CPM
Score
CXO
Score
VP Finance Score
Treasurer Score
VP of HR Score
30,434
400,042
50,014
50,595
60,561
50,400
123,053
121,247
69,958
$4,023
$43,851
$10,119
$8,364
$9,652
$10,608
$7,395
$8,245
$7,748
$132
$110
$202
$165
$159
$210
$60
$68
$111
0
1
0
0
0
0
1
1
1
7%
24%
6%
35%
16%
17%
3%
3%
19%
0
0
0
1
0
0
0
0
0
0%
20%
0%
6%
15%
8%
0%
0%
0%
0
1
0
0
1
0
0
0
0
0%
3%
0%
3%
0%
10%
0%
0%
4%
0
0
0
0
0
0
0
0
0
0%
0%
40%
0%
39%
28%
9%
9%
0%
0
0
1
0
1
1
0
0
0
40,000
$6,195
$155
0
13%
0
8%
0
0%
0
19%
0
Benefits
Manager
Dir. Of HR Score
Net Rate CPM
Score
Company Size
0-999
emp.
Score
HR Manager Score
Circulation Vitality
% Ads
Score
Ad Page Growth
Score
TOTAL
SCORE
Score
27%
0%
34%
0%
0%
0%
19%
19%
0%
1
0
1
0
0
0
0
0
0
0%
0%
0%
0%
19%
27%
0%
0%
0%
0
0
0
0
0
1
0
0
0
42%
0%
14%
0%
0%
0%
29%
29%
0%
1
0
0
0
0
0
1
1
0
55%
22%
27%
0%
49%
22%
44%
43%
19%
1
0
0
0
0
0
0
0
0
86%
100%
90%
98%
77%
80%
75%
76%
93%
1
1
1
1
0
0
0
0
1
50%
55%
50%
45%
65%
40%
60%
60%
45%
1
1
1
1
0
1
0
0
1
1%
25%
10%
28%
10%
-2%
7%
17%
-1%
1
1
1
1
1
0
1
1
0
6
5
5
4
3
3
3
3
3
0%
0
0%
0
0%
0
5%
0
100%
1
55%
1
0%
0
2
© 2000, TFA/Leo Burnett Technology Group
Recommended Media
•
•
•
•
•
•
•
Business 2.0
Fast Company
Wall Street Journal
CFO
HR Executive
HR Magazine
Workforce
© 2000, TFA/Leo Burnett Technology Group
Print Recommendation: Recommended
June 2000 - February 2001 Employease Recommended Budget Summary
Publication
Earned
Rate
Negotiated Negotiated Savings off
Net Cost
Net Cost
Earned
P4C
Sp4C
Rate
# of
Spread
# of
4C
Page 4C
Total Cost
Total
Circulation Impressions
Total
CPM
Total Ratio
to Budget
Business 2.0
rate increase Aug 00
$16,158 $
$21,069 $
14,689 $
19,830 $
27,889
37,648
9%
6%
2
$
10 $
55,778
198,300
210,000
300,000
420,000
3,000,000
$
$
133
66
2%
8%
Fast Company
$27,302
$27,302 $
54,604
0%
2
1,960,170
$
84
7%
$39,038 $
39,038 $
39,038
0%
163,812
109,208
819,798
326,695
Wall Street Journal
4col x 148 lines
Wall Street Journal
Full page B&W
CFO
6 $
$
21 $
1,895,859
39,813,039
$
21
33%
$101,809 $
101,890 $
203,780
0%
3 $
305,670
1,895,859
5,687,577
$
54
12%
$46,774 $
$
43,851 $
21,926
87,702
6%
2
800,084
$
110
4%
$10,931 $
9,486 $
17,077
13%
3
50,014
300,084
$
190
2%
HR Magazine
$8,216 $
$7,565 $
7,590
7,100 $
13,600
8%
6%
3
123,053
738,318
$
58
2%
Workforce
$4,942 $
4,023 $
8,046
19%
3
87,702
87,702
175,404
56,916
51,230
7,590
42,600
40,800
24,138
24,138
2,250,786
250,000
400,042
HR Executive
2 $
4 $
$
6 $
$
1 $
6 $
$
6 $
$
65 $
$
30,434
182,604
$
132
1%
52,901,876
$
43
90%
$
250,000
Total Domestic Buy:
Online
15
Total Online Buy:
10%
10%
Total Insertions:
Total Media Cost:
Total Print Budget:
(Over)/Under
WSJ rates based on 10,000 line rate
© 2000, TFA/Leo Burnett Technology Group
80
$ 2,500,786
$ 2,500,000
$
(786)
52,901,876
$
47
100%
Print Recommendation: Option A
June 2000 - February 2001 Employease Budget Summary A
Publication
Earned
Rate
Negotiated Savings off # of Page
Net Cost Earned Rate
4C
Total Cost
Total
Circulation Impressions
Total
CPM
Total Ratio
to Budget
Business 2.0
rate increase Aug 00
$16,158 $
$21,069 $
14,689
19,830
9%
6%
2 $
9 $
29,378
178,470
210,000
300,000
420,000
2,700,000
$
$
70
66
1%
7%
Business Week
$68,638 $
$68,638 $
49,853
37,389
27%
46%
747,788
74,778
923,786
923,786
13,856,790
1,847,572
$
$
54
40
29%
3%
Fast Company
$28,543 $
28,543
0%
15 $
2 $
1
6 $
171,258
326,695
1,960,170
$
87
7%
Wall Street Journal
4col x 148 lines
Wall Street Journal
1/2 pg H
CFO
$39,038 $
39,038
0%
14 $
546,532
1,895,859
26,542,026
$
21
21%
$61,849 $
61,849
0%
2 $
123,698
1,895,859
3,791,718
$
33
5%
$46,774 $
43,851
6%
6 $
263,106
400,042
2,400,252
$
110
10%
HR Executive
$10,931 $
$8,216 $
$7,565 $
9,486
7,590
7,100
13%
8%
6%
9 $
1 $
9 $
85,374
7,590
63,900
50,014
450,126
$
190
3%
123,053
1,107,477
$
58
$4,942 $
4,023
19%
9 $
36,207
30,434
273,906
$
132
1%
85 $
$
2,328,079
250,000
55,350,037
$
42
90%
$
250,000
HR Magazine
Workforce
Total Domestic Buy:
Online
Total Online Buy:
#DIV/0!
10%
16%
Total Insertions:
Total Media Cost:
Total Print Budget:
(Over)/Under
WSJ rates based on 10,000 line rate
© 2000, TFA/Leo Burnett Technology Group
85
$ 2,578,079
$ 2,500,000
$
(78,079)
55,350,037
$
47
100%
Print Recommendation:
Recommended Budget Summary
Employease
Recommended Schedule
Media Flowchart
May
June
1 8 15 22 29 5 12 19 26
July
August
September
October
November
December
January
February
Total
3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 2 9 16 23 30 4 11 18 25 Insertions
Total
Cost
Publication
Business Publications
Business 2.0
Sp
12
$254,078
8
$273,020
Wall Street Journal
4 col x 148 lines
21
$819,798
Wall Street Journal
Full page black and white
3
$305,670
8
$350,808
10
$115,736
Sp
Fast Company
Sp
Sp
CFO
Sp
Sp
HR Executive
Sp
Sp
Sp
HR Magazine
Sp
Sp
Sp
9
$83,400
Workforce
Sp
Sp
Sp
9
$48,276
80
$2,250,786
Resource Guide
Total Insertions:
Daily publication
© 2000, TFA/Leo Burnett Technology Group
Monthly Publication
Weekly Publication
Bi-Weekly publication
Sp Spread Creative
Print Recommendation: Option A
Budget Summary
Employease
Schedule A
Media Flowchart
May
June
1 8 15 22 29 5 12 19 26
July
August
September
October
November
December
January
February
Total
3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 2 9 16 23 30 4 11 18 25 Insertions
Total
Cost
Publication
Business Publications
Business 2.0
11
$207,848
Business Week
18
$822,566
Fast Company
7
$199,801
Wall Street Journal
4 col x 148 lines
14
$546,532
Wall Street Journal
Full page Black and White
1
$101,890
CFO
6
$263,106
10
$92,964
HR Magazine
9
$63,900
Workforce
9
$36,207
85
$2,334,814
HR Executive
Resource Guide
Total Insertions:
Daily publication
© 2000, TFA/Leo Burnett Technology Group
Monthly Publication
Weekly Publication
Bi-Weekly publication
Print Value Added Merchandising
• Business 2.0
– Rate Structure
• 18x frequency rate, 9% discount off earned rate
• $14,689 net per page 4C, $37,648 net per spread 4C
– Merchandising Package
• Website Hotlink for duration of program
• Two Advertising Studies
• Sponsorship of conferences/ seminars
© 2000, TFA/Leo Burnett Technology Group
Print Value Added Merchandising
• Fast Company
– Rate Structure
• 10x frequency rate
• $27,302 net per page 4C, $54,604 net per spread 4C
– Merchandising Package
•
•
•
•
One Starch advertising study, opportunity to add one question to study
Hotlink on website for every month advertised
7,000 Direct Mail names
Premium positioning charge waived
© 2000, TFA/Leo Burnett Technology Group
Print Value Added Merchandising
• Wall Street Journal
– Rate Structure
• 10,000 line rate contract
• Mix of half page black & white and fractional pages
• $101,890 net full page black & white, $39,038 net for fractionals
– Merchandising Package
• Cocktail party to be hosted by WSJ in conjunction with a tradeshow (TBD)
• Inserts into various Airport copies of WSJ
• Three Starch (advertising studies) Reports
© 2000, TFA/Leo Burnett Technology Group
Print Value Added Merchandising
• CFO
– Rate Structure
• 24x frequency rate, 6% discount off 6x earned rate
• $43,851 net per page 4C, $87,702 net per spread 4C, for each page over 6x (pages 7 & 8)
there will be a 50% discount off the page rate
– Merchandising Package
• Web banners for 6 months
• Complimentary exhibitor package at eCFO confernce (Atlanta, September 2000)
© 2000, TFA/Leo Burnett Technology Group
Print Value Added Merchandising
• HR Executive
– Rate Structure
• 12x frequency rate, 13% discount off 6x earned rate
• $9,486 net per page 4C, $17,077 net per spread 4C
• $7,590 net for one page listing in Resource Guide
– Merchandising Package
•
•
•
•
Benefit Sales Locator Database Reports
Complimentary literature release
Web site guide listing
Maximum discount on the Resource Guide
© 2000, TFA/Leo Burnett Technology Group
Print Value Added Merchandising
• HR Magazine
– Rate Structure
• 18x frequency rate, 6% discount off 12x earned rate
• $7,100 net per page 4C, $13,600 net per spread 4C
– Merchandising Package
• Direct mail lists
• Ad Reprints
• Merchandising Letter from the publisher
© 2000, TFA/Leo Burnett Technology Group
Print Value Added Merchandising
• Workforce
– Rate Structure
• 24x frequency rate, 19% discount off 6x earned rate
• $4,023 net per page 4C, $8,046 net per spread 4C
– Merchandising Package
•
•
•
•
Product information listing
Three Workforce Tools online listing to run for a 12 month period
Tools HR and Product service directory listing
List rental of either the subscriber list or opt-in registered user list
© 2000, TFA/Leo Burnett Technology Group
Online Program
© 2000, TFA/Leo Burnett Technology Group
Online Program Objectives
• Support offline efforts to build brand
• Sites are considered based on @Plan syndicated rankers and site profiles
• Sites will be chosen based upon ability to effectively and efficiently deliver the
target audience
• Target 10-20,000,000 impressions over flight
– 50% banner type creative
– 30% email sponsorship, direct email
– 20% site content sponsorship/partnership
• Allocated budget of $250-500,000
• Flight length of 4-6 months
© 2000, TFA/Leo Burnett Technology Group
Online Program Strategies
• Optimize buy as it progresses
– Closely monitor site performance and change accordingly
• Effective tracking
– Third party ad serving is recommended
– Pixel dot cookie tracking
© 2000, TFA/Leo Burnett Technology Group
All Sites
% Comp.
Online Index
Inc. Online
29.7
259
Edgar Online
23
201
Barron's Online
22.4
195
WallStreetCity
21.8
190
TheStreet.com
21.5
187
Bloomberg.com
20.7
180
GeoCities Business & Finance
20.6
179
HotBot Business
20.1
175
Lycos Personal Finance
19.9
173
Hoover's Online
19.8
172
Wall Street Journal Interactive Edition
19.8
172
Netscape Netcenter Business
19.6
170
MSN Money Central
19.3
168
AltaVista Business & Finance
19.3
168
Internet.com
19.2
167
Financial Times
18.9
165
Match.com
18.8
164
Mercury Center
18.8
164
Forbes.com
18.3
159
WebCrawler Money & Investing
18.2
158
Drudge Report
18.1
157
BusinessWeek Online
18
157
Quicken.com
18
156
New Republic
17.9
156
Motley Fool
17.9
156
CNET Search.com Classifieds
17.8
155
Yahoo! Los Angeles
17.8
155
AOL.com Personal Finance
17.8
155
Lycos Business
17.8
155
American Express Travel & Entertainment
17.8
155
StockMaster
17.7
154
Yahoo! Business & Economy
17.6
154
ZDTV
17.6
153
MSN.com Stock Quotes
17.5
152
CBS MarketWatch
17.3
151
MSN.com MSN Insider
17.3
151
ZDNet/Inter@ctive Week
17.2
150
© 2000, TFA/Leo Burnett Technology Group
Target Online Site
Rankings: Senior
Management
All Sites
Newyorktoday
PBS Kids
Essence Online
MSBET
Career Mosaic
College Jeopardy Online *
MSN.com WomenCentral
Excite Education
Go Women
SNAP Science & Technology
BLACK VOICES.COM
Yahoo! GeoCities Family
Ebony
Yahoo! Education
Nick at Nite and TV Land
Disney Store.com
WebCrawler Education
ZDNet Careers
Yahoo! Yahooligans For Kids
Go Careers
Lycos Reference
ZDNet/Equip
Headhunter.net
WebCrawler Arts & Books
Film.com
Careercity.com
CourtTV Online
JobTrak
SNAP Education
Entertainment Tonight Online
Backpacker.com
WebCrawler Careers
CareerPath.com
© 2000, TFA/Leo Burnett Technology Group
% Comp. Online Index
7.6
272
7.2
258
6.4
230
6
214
5.7
205
5.4
193
5.4
191
5.2
186
5.1
183
5.1
182
5
179
5
179
5
177
4.9
175
4.8
173
4.8
171
4.7
169
4.7
167
4.7
167
4.6
164
4.6
163
4.6
163
4.6
163
4.5
162
4.5
159
4.4
159
4.4
157
4.4
156
4.3
154
4.3
153
4.3
153
4.3
152
4.3
152
Target Online Site
Rankings:
Personnel/HR/
Training (Dept.)
Un-Measured Sites
•SHRM
•Workindex.com
•Workforce.com
Recommended Online Program
• Recommended Sites (Potential)
•CFO
•Individual.com
•24/7 email
•BusinessInsurance.com
•Postmaster Direct
•BenefitsLink.com
•SHRM
•Workindex.com
•Workforce.com
Full plan to follow upon budget approval
© 2000, TFA/Leo Burnett Technology Group
Increased Budget Scenario: $4.5M
• Increase print budget allocation
– Launch campaign with spreads (all options)
– Increase reach to a broader business and HR audience
• Add additional business books (Business Week, Forbes, Fortune)
• Add Time demographic and geographic editions (some tests)
• Add national radio
– National networks
• ESPN Radio, Dow Jones Money Report, Wall Street Journal Report, CBS News Network,
CBS Marketwatch
© 2000, TFA/Leo Burnett Technology Group
Increased Budget Scenario: $4.5M
• Identify key industry trade shows
• Create promotional programs to build awareness of Employease’s presence
at the show
– Both pre and at-show programs:
•
•
•
•
•
•
•
Mobile billboards
Show site billboards
Airport dioramas
Handouts
Windshield litter
Aerial
Trade show programs
© 2000, TFA/Leo Burnett Technology Group
•
•
•
•
•
•
Pre-trade show issues
NPR radio in trade show market
Local newspaper/business publication placements
Hotel distributions/in-room programs
Physical banners
Sandwich boards
Next Steps
• Reach consensus on recommended schedule
– Discuss client preferences
•
•
•
•
Provide editorial calendars for recommended issues
Provide Schedule Approval Forms
Provide Merchandising Schedule
Deliver quarterly Positioning Report
© 2000, TFA/Leo Burnett Technology Group
TFA/LBTG and Employease:
A Winning Relationship
© 2000, TFA/Leo Burnett Technology Group
Your Approval:
_________________________ _______________
Virginia Bart
© 2000, TFA/Leo Burnett Technology Group
Date
Appendix
© 2000, TFA/Leo Burnett Technology Group
Immediate Closing Dates
Upcoming Close Dates
Publication
Ad Size
Ad Copy New/Pickup
Ad Position
Issue Date
Space
Close
Materials
Close
Net Rate
Sub Total
Business 2.0
Spread 4C
Spread 4C
Page 4C
TBD - New mats
TBD - Pickup
TBD - New mats
TBD
TBD
TBD
Jun-27-00
Jul-25-00
Aug-22-00
Apr-25-00
May-23-00
Jun-20-00
May-2-00
May-30-00
Jun-27-00
$14,689.00
$14,689.00
$19,830.00
$49,208.00
Spread 4C
Spread 4C
Page 4C
TBD - New mats
TBD - Pickup
TBD - New mats
TBD
TBD
TBD
Jul-00
Aug-00
Sep-00
May-1-00
May-29-00
Jun-26-00
May-5-00
Jun-2-00
Jun-26-00
$27,302.00
$27,302.00
$27,302.00
$81,906.00
Page B&W
Page B&W
4col x 148
TBD - New mats
TBD - Pickup
TBD - Pickup
TBD
TBD
TBD
May-15-00
May-29-00
Jun-12-00
May-1-00
May-15-00
May-29-00
May-1-00
May-15-00
May-29-00
$101,809.00
$101,809.00
$39,038.00
$242,656.00
Spread 4C
Spread 4C
Page 4C
TBD - New mats
TBD - Pickup
TBD - Pickup
TBD
TBD
TBD
Jun-00
Jul-00
Aug-00
Apr-17-00
May-15-00
Jun-15-00
May-3-00
Jun-1-00
Jun-30-00
$87,702.00
$87,702.00
$43,851.00
$219,255.00
Spread 4C
Spread 4C
Spread 4C
TBD - New mats
TBD - Pickup
TBD - Pickup
TBD
TBD
TBD
Jun-00
Jun-00
Jul-00
May-3-00
May-17-00
Jun-1-00
May-3-00
May-17-00
Jun-1-00
$17,077.00
$17,077.00
$17,077.00
$51,231.00
Spread 4C
Spread 4C
Spread 4C
TBD - New mats
TBD - Pickup
TBD - Pickup
TBD
TBD
TBD
Jun-00
Jul-00
Aug-00
Apr-24-00
May-24-00
Jun-23-00
May-1-00
May-31-00
Jun-30-00
$13,600.00
$13,600.00
$13,600.00
$40,800.00
Spread 4C
Spread 4C
Spread 4C
TBD - New mats
TBD - Pickup
TBD - Pickup
TBD
TBD
TBD
Jun-00
Jul-00
Aug-00
Apr-25-00
May-25-00
Jun-26-00
May-1-00
Jun-1-00
Jun-30-00
$8,046.00
$8,046.00
$8,046.00
$24,138.00
Fast Company
Wall Street Journal
CFO
HR Executive
HR Magazine
Workforce
© 2000, TFA/Leo Burnett Technology Group
Circulation Comparison
Publication
Business Publications
6/99
Audit
Primary Readers
Internet savvy professional
215,000 management
922,862 middle & upper level management
200,000 Internet professionals
Internet savvy professional
Fast Company
326,695 management
Forbes
798,899 executive management
Fortune
790,240 upper level management
business influencers/ decision
Harvard Business Review 236,084 makers
business & technology savvy
Red Herring
175,000 management
The Industry Standard
125,000 Internet professionals
Upside
166,869 business savvy investors
Wall Street Journal
1,895,859 executive management
Business 2.0
Business Week
eCompany Now
© 2000, TFA/Leo Burnett Technology Group
CEO
%
CFO
%
COO
%
CIO
%
2%
4,300
7,383
2%
1%
92,450 43%
228,131 25%
0
0%
2,150
83,980
1%
9%
2%
7%
76,120 23%
528,072 66%
244,974 31%
7,187
17,576
2%
2%
127,138 20% 88,805 14% 126,499 20% 75,388 12%
154,399 65%
25,375
28,000
37,379
257,837
32,375
34,125
56,735
902,429
3,875
3%
66,650 31% 21,500 10%
155,964 17% 46,328 5% 18,457
64,032 20% 7,187 2%
4,900
222,893 28% 118,237 15% 130,221 16% 56,722
237,072 30% 7,902 1%
15% 1,750 1% 3,500 2% 1,750
22% 3,875 3% see CEO
2,250
22% 11,347 7% see CEO
8,010
14% 187,690 10% 225,607 12% 231,295
1%
2%
5%
12%
CXO
%
19%
27%
34%
48%
Treasurer
% VP IS/IT
%
21,500 10%
49,835 5%
0
0
0
121,335 6%
IS
Managers
%
40,850
19%
4,900
2%
0
0
0
36,021
2%
Circulation Comparison
Publication
IT Publications
CIO
Computerworld
Enterprise Systems
Journal
Information Week
InfoWorld
Internet Week
PC Week
6/99
Audit
Primary Readers
%
CFO
125,000 executive management
221,006 IT executives/professionals
6,500 5%
13,260 6%
4,000
4,420
80,025
400,000
370,566
215,000
400,095
52,800
86,712
29,885
34,408
IT executives/ professionals
IT executives/professionals
networking professionals
IT executives/professionals
© 2000, TFA/Leo Burnett Technology Group
CEO
13% 6,800
23% 23,346
14%
9% 2,401
%
COO
%
3% 4,125 3%
2% see CEO
2% see CEO
6% see CEO
1% see CEO
CIO
%
21,625 17%
7,956 4%
10,400
110,058
10,750
10,002
3%
30%
5%
3%
CXO
%
VP IS/IT
%
IS
Managers
%
36,250
25,637
29%
12%
39,500
41,991
32%
19%
39,375
68,733
32%
31%
0
70,000
220,116
40,635
46,811
0%
18%
59%
19%
12%
0
14,800
64,478
51,600
20,805
4%
17%
24%
5%
144,400
36%
88,365
67,216
41%
17%
Circulation Comparison
Publication
Vertical Publications
Business Credit
Business Finance
Business Insurance
CFO
Context
Employee Benefit News
HR Executive
HR Magazine
HR News
Human Capital Strategies
& News
Strategic Finance
Workforce Magazine
6/99
Audit
Primary Readers
CXO
%
28,577
50,595
50,400
400,042
30,104
60,561
50,014
123,053
121,247
credit managers, and those
associated with lending
financial decisions makers
management involved in benefits
senior financial executives
top management
Benefits managers, directors
HR managers, executives
HR managers, executives
HR managers, executives
8,002
17,708
8,417
96,010
15,654
9,629
3,001
3,692
3,637
28%
35%
17%
24%
52%
16%
6%
3%
3%
40,000
69,958
30,434
corporate and HR managers
finance managers
HR personnel and management
5,200
13,502
2,130
13%
19%
7%
Human Capital Strategies & News is not currently audited
© 2000, TFA/Leo Burnett Technology Group
VP
Finance
%
3,036 6%
4,032 8%
80,008 20%
9,205
3,200
Treasurer
%
3,143
1,518
4,838
12,001
11%
3%
10%
3%
15%
8%
2,868
VP of HR
%
Dir. Of HR
%
Benefits
Manager
%
see HR manager
13,457
HR
Manager
%
1,372
5%
13,860
28%
27% see Benefit manager
23,437
20,156
10,583
10,912
39% see VP HR
11,567
19% see VP HR
40%
17,005
34% see HR manager
7,052
9%
23,749
19%
35,193
9%
23,401
19%
34,555
7,600
19%
14%
29%
29%
4%
8,217
27%
12,782
42%
Editorial Comparison
Publication
Business Publications
Business 2.0
Business Week
eCompany Now
Fast Company
Publisher
Imagine
Media
12x
Time Inc.
52x
Time Inc.
6x
US News &
World
Report
12x
Forbes
Fortune
Forbes
Time Inc.
Harvard
Business
Harvard Business Review School Pub.
Red Herring
Red Herring
Comm.
The Industry Standard
IDG
Upside
Upside
Wall Street Journal
Freq
Dow Jones
© 2000, TFA/Leo Burnett Technology Group
24x
24x
Size
Magazine
Magazine
Magazine
Magazine
Magazine
Magazine
Primary Edit Focus
business in the new
economy
latest news and information
new economy
new economy and workplace
solutions
business information on
management, strategy,
finance, technology & global
economics
business information
6x
Magazine
Business information
12x
12x
12x
Magazine
Magazine
Magazine
business and investing focus
Internet industry
business and investing focus
Daily
Financial, Business &
Newspaper Technology News
% Ad Average
Action
Page
Time
Average Taken
Circ
Ad % '99 Ad Change Spent
Ad
due to
Vitality* 1999 Pages '98 to '99 Reading Response ad seen
100%
89%
50%
55%
1,280
5,121
250%
22%
115
90
74% web
83% 60% web
80%
50%
1,723
64%
108
57% to
95% web
77%
62%
55%
60%
5,063
3,899
7%
8%
100%
88%
74%
59% recall
108 ad
110
82%
65%
470
13%
120
55%
65%
55%
1,451
3,130
1,083
44%
78%
3%
60
39
90
49%
7,570
9%
49
12.5%
bought
product
38% call
800
number
Editorial Comparison
Publication
IT Publications
Publisher
Freq
Size
CIO
IDG
23x
Magazine
Computerworld
Enterprise Systems
Journal
IDG
51x
Tabloid
Information Week
CMP
52x
Magazine
InfoWorld
Internet Week
IDG
CMP
51x
50x
Tabloid
Tabloid
PC Week
Ziff-Davis
52x
Tabloid
© 2000, TFA/Leo Burnett Technology Group
Primary Edit Focus
business solutions as it
pertains to the CIO
IT as it relates to business
technology
IT as it relates to business
technology
IT with a product/services
edit slant
networking infrastructure
IT with a product/services
edit slant
Action
% Ad Average
Average Taken
Time
Page
due to
Ad
Ad % '99 Ad Change Spent
Circ
Vitality* 1999 Pages '98 to '99 Reading Response ad seen
100%
50%
2,789
30%
65
99.6%
50%
2,920
1%
56
100%
60%
5,668
7%
100%
100%
60%
60%
3,836
1,839
-2%
3%
75
100%
60%
4,448
-17%
84
42%
more info
from
vendor
Editorial Comparison
Publication
Vertical Publications
Business Credit
Publisher
CFO
Context
Size
Nat'l Assoc.
Credit Mngt. 10x
Magazine
12x
Magazine
Business Finance
Business Insurance
Freq
Crain
Comm. Inc. 52x
CFO Pub
Corp.
14x
Diamond
Tech
Partners
6x
Securities
Employee Benefit News
Data
LRP
Magazine
HR Executive
Group
HR Magazine
SHRM
HR News
SHRM
Human Capital Strategies Hughes
& News
Comm.
Inst. Mngt.
Strategic Finance
Acct.
Workforce Magazine
ACC Comm.
© 2000, TFA/Leo Burnett Technology Group
15x
Tabloid
Magazine
Primary Edit Focus
business and trade credit
information
finance as it relates to the
business community
news and information on
insurance/ benefits
news and analysis of the
financial community
Magazine
employee benefit options/
Magazine news
17x
13x
12x
Tabloid
Magazine
Tabloid
8x
Tabloid
12x
12x
Magazine
Magazine
% Ad Average
Action
Page
Time
Average Taken
Circ
Ad % '99 Ad Change Spent
Ad
due to
Vitality* 1999 Pages '98 to '99 Reading Response ad seen
100%
35%
98%
45%
80%
100%
55%
98%
40%
77%
90%
75%
76%
business benefits
finance as it relates to the
business community
compensation and benefits
40%
65%
189
888
1,292
509
146
818
50% 1,285
60% 1,235
60%
362
100%
55%
64
93%
86%
45%
50%
246
694
11%
28%
40
-2%
25% 86% 3/4
25%
10%
10%
7%
17%
-1%
1%
18%
bought
product
34
83% take
action
59
69
Pub Duplication
Employease
Vertical Publications
Business Credit
Business Finance
Business Insurance
CFO
Employee Benefit News
HR Executive
HR Magazine
HR News
Human Capital Strategies &
News
Strategic Finance
Workforce Magazine
© 2000, TFA/Leo Burnett Technology Group
Employee Benefit
News
HR Executive
HR Magazine
Strategic Finance
Workforce
Magazine
-
CFO
-
Business
Insurance
-
Business
Finance
-
Business Credit
32%
14%
-
PC Week
-
Internet Week
-
InfoWorld
-
Information Week
-
Enterprise
Systems Journal
-
Computerworld
4% 24%
-
CIO
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
18%
X
47%
39%
43%
48%
X
-
1%
-
-
X
-
-
-
-
-
-
-
-
-
-
-
-
X
-
27%
X
X
-
-
-
-
-
-
-
-
-
15% 15%
-
-
15%
13%
X
-
9% 18% 16%
-
-
10%
-
11%
-
32%
-
-
-
-
-
-
-
-
46%
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
26%
X
28%
22%
24%
Wall Street
Journal
18%
X
25%
21%
Upside
-
49% 50% 57%
-
The Industry
Standard
43%
25%
32%
31%
34%
Fortune
12%
24%
16%
X
-
Forbes
X
Fast Company
X
-
Red Herring
IT Publications
CIO
Computerworld
Enterprise Systems Journal
Information Week
InfoWorld
Internet Week
PC Week
eCompany Now
Business Publications
Business 2.0
Business Week
eCompany Now
Fast Company
Forbes
Fortune
Harvard Business Review
Red Herring
The Industry Standard
Upside
Wall Street Journal
Business Week
Publication
Business 2.0
Publication Duplication
-
38% 21% X
28% X
20% 20%
-
5% 25% 25%
- 12% 26%
-
-
-
13% 27%
9% 26%
7%
41% 27% 22% 27%
53% 37% - 39%
X
-
32%
35%
27%
X
-
-
-
-
X
-
20%
X
-
-
-
-
-
-
X 32%
34% X
- 25%
20% 24%
34%
60%
X
X
11%
-
-
X
47%
19%
-
6%
30% 41% X 69% 22%
X
95% 22% 56%
X
-
12%
18%
16%
X
Company Employee Size
Employease
Company Size: Measured by Number of Employees
Publication
Business Publications
Business 2.0
Business Week
eCompany Now
Fast Company
Forbes
Fortune
Harvard Business Review
Red Herring
The Industry Standard
Upside
Wall Street Journal
IT Publications
CIO
Computerworld
Enterprise Systems Journal
Information Week
InfoWorld
Internet Week
PC Week
Vertical Publications
Business Credit
Business Finance
Business Insurance
CFO
Context
Employee Benefit News
HR Executive
HR Magazine
HR News
Human Capital Strategies &
News
Strategic Finance
Workforce Magazine
© 2000, TFA/Leo Burnett Technology Group
6/99 Audit
215,000
922,862
200,000
326,695
798,899
790,240
236,084
175,000
125,000
166,869
1,895,859
125,000
221,006
80,025
400,000
370,566
215,000
400,095
28,577
50,595
50,400
400,042
30,104
60,561
50,014
123,053
121,247
40,000
69,958
30,434
0-24
25-49
50-99
100-499
500-999
177,190 19%
99,975 47%
123,664 13% see previous
32,250 15%
171,652 19%
85,594 26%
230,083 29%
150,146 19%
30,056
43,939
39,512
50,750
38,625
73,500
13,500
44,431 14% 19,928 6%
73,499
9% 36,749 5%
118,536 15% 47,414 6%
15%
6%
26,250 15% 10,500 6%
19,250 15% 6,250 5%
33,374 20% see previous
199,065 11% 75,834 4%
29%
31%
0
17,680
6,573
0
8%
11,050
9%
6%
5%
see previous
47,934
6%
39,512
5%
38%
42% see previous
11% 10,375
8%
93,447 56%
233,191 12%
5%
23% see previous
11,050
5%
102,000
105,241
26%
28%
117,228
29%
see previous
4% 19,350
4% 415,288
5,000+
9%
45%
55,900 26%
see previous
64,750
11,750
40,049
187,690
41%
14%
16%
11%
37%
9%
24%
10%
see previous
253,251 32%
268,682 34%
30%
see previous
25,250 20%
see previous
439,839 23%
132,965
112,645
126,438
31,250
48,621
25%
22%
15,000 12% 26,250
22,101 10% 37,571
21%
17%
52,500
77,352
42%
35%
61,200
52,991
83,420
53,213
15%
14%
39%
13%
28,400
25,569
16,340
26,806
15%
16%
21%
15%
131,200
123,028
69,875
138,833
33%
33%
33%
35%
22,004
77% see previous
16%
22%
17%
32%
17%
28%
28%
9,274
28,003
2,408
13,323
7,702
13,905
13,822
18%
7%
8%
22%
15%
11%
11%
17,489
44,005
6,623
12,112
14,254
24,734
24,007
35%
11%
22%
20%
29%
20%
20%
5%
19%
36%
1,440
6,016
3,043
4% 4,840
9% 12,732
10% 4,261
12%
18%
14%
3,175
6%
10,295
5,101
19,688
19,157
17%
10%
16%
16%
7,963
88,009
5,118
19,380
8,552
33,840
33,343
19%
1,800
13,502
10,956
5,782
7,525
35,069
1,000-4,999
7%
7%
8%
7%
59,600
57,438
45,365
59,214
see previous
see previous
12,953
26%
see previous
5,450
9%
8,352
17%
30,640 25%
30,433 25%
4,880
5,876
6,087
12%
8%
20%
Company Revenue Size
Employease
Company Size: Measured by Annual Revenue
Publication
6/99 Audit
Business Publications
Business 2.0
Business Week
eCompany Now
Fast Company
Forbes
Fortune
Harvard Business Review
Red Herring
The Industry Standard
Upside
Wall Street Journal
215,000
922,862
200,000
326,695
798,899
790,240
236,084
175,000
125,000
166,869
1,895,859
IT Publications
CIO
Computerworld
Enterprise Systems Journal
Information Week
InfoWorld
Internet Week
Network Computing
PC Week
125,000
221,006
80,025
400,000
370,566
215,000
400,095
1,895,859
Vertical Publications
Business Credit
Business Finance
Business Insurance
CFO
Context
Employee Benefit News
HR Executive
HR Magazine
HR News
Human Capital Strategies &
News
Strategic Finance
Workforce Magazine
© 2000, TFA/Leo Burnett Technology Group
28,577
50,595
50,400
400,042
30,104
60,561
50,014
123,053
121,247
40,000
69,958
30,434
less then 1M
58,050
64,032
151,791
94,829
22,664
27%
51,625
1M - 9.9M
19%
54%
20%
19%
12%
10%
40,850
498,345
50,964
139,807
110,634
26,677
41%
13,500
11%
10M - 49M
27%
18%
9%
51,250
41%
5%
492,923
26%
83% see previous
see previous
see previous see previous
16%
8,601
17%
7,589
15% 11,637 23%
6,071 12%
8,601
17%
7,225
24%
1%
11,250
208,544
4,858
17%
23,719
8,095
6,924
9%
19,350 9%
6,450
3%
87,672 10% see previous
32,996 10% 16,335
5%
88,678 11% 63,113
8%
94,829 12% 63,219
8%
see previous see previous
see previous
7,000
4%
9,000 7%
4,875
4%
1Billion +
47,250
22,625
-
17%
13%
20%
12%
57%
14%
see previous
61,832 7%
see previous
see previous
see previous
137,873 58%
19,250 11%
6,375 5%
500M - 999M
18%
13%
1,250
13%
17%
100M - 499M
38,700
115,358
79,387
248,458
268,682
16%
18%
14%
11%
27,950
156,887
56,192
107,052
158,048
28,802
99,750
17,250
50M - 999M
20,000 16%
11%
23%
11,250
94,793
10,837 36%
5,118
17%
24%
31%
34%
Primary Readers
Total
Score
Rationale
Business 2.0
Internet savvy professional
215,000 management
6
targeted to internet business
community, meets all target criteria
Business Week
Forbes
middle & upper level
922,862 management
798,899 executive management
4
4
leading business weekly, target CXO
level management, if budget allows
not cost efficient
4
not cost efficient
4
does not meet target criteria
4
does not meet target criteria
Publication
Business
Publications
Harvard Business
Review
Total
Circ
Red Herring
business influencers/ decision
236,084 makers
business & technology savvy
175,000 management
Upside
166,869 business savvy investors
Wall Street Journal 1,895,859 executive management
Internet savvy professional
Fast Company
326,695 management
4
3
cost effcient, meets target criteria,
gives "player" mentality
meets most target criteria,
editorially perfect fit
Fortune
790,240 upper level management
3
not cost efficient
125,000 Internet professionals
200,000 Internet professionals
3
2
does not meet target criteria
new publication, does not meet criteria
30,434
HR personnel and management
credit managers, and those
28,577 associated with lending
50,595 financial decisions makers
400,042 senior financial executives
30,104 top management
50,014 HR managers, executives
7
meets all target criteria
6
5
5
5
5
does not meet target criteria
does not meet target criteria
talks to CFO, meets most criteria
not cost efficient
meets target criteria
60,561
50,400
4
3
The Industry
Standard
eCompany Now
Vertical
Publications
Workforce
Magazine
Business Credit
Business Finance
CFO
Context
HR Executive
Employee Benefit
News
Business Insurance
Benefits managers, directors
management involved in benefits
HR Magazine
123,053 HR managers, executives
3
HR News
Human Capital
Strategies & News
Strategic Finance
121,247 HR managers, executives
3
not cost efficient
does not meet target criteria
meets most target criteria,
editorially perfect fit, SHRM
publication
95% duplication with HR Magazine, do
not need it
40,000
69,958
3
3
does not meet target criteria
does not meet target criteria
corporate and HR managers
finance managers
© 2000, TFA/Leo Burnett Technology Group
Recommended/N
ot
Recommended