FINAL MINUTES
Newspaper Target Marketing Coalition
Dallas, TX Conference
February 17-19, 2010
Member Newspaper Representatives Attending
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Duff Heyl
Amy Glennon
Ted Langford
Molly Padilla
Leslie Kennedy
Jim Alvey
Susan Duchin
Harry Jackson
Kurt Vantosky
Jim Mann
John Wulfert
Jason Dove
Russ Esposito
Dan Phelan
Jane Comfort
Rod McLain
Chuck Hourvitz
Paul Pelland
Camille Stinton
Katherine English
Chris Frey
Joseph Jahns
Jeff Young
Silvia Schencker
Shelly Neilson
Jonathan Kramer
Isabella Mest
Sindy Speelman
Gary Shaffer
Keith Gilpin
Douglas Grossman
Pat Rogell
Howard Griffin
Stephen Bernard
Michael Clarke
Davis Taylor
Sara Lovell
Kevin Hancock
Ron Ulrich
Arizona Republic
Atlanta Journal-Constitution
Atlanta Journal-Constitution
Atlanta Journal-Constitution
Austin American-Statesman
Baltimore Sun
Baltimore Sun
Baltimore Sun
Birmingham News
Chicago Tribune
Chicago Tribune
Dallas Morning News
Dallas Morning News
Dallas Morning News
Florida Times-Union (Jacksonville)
Ft. Worth Star-Telegram
Globe Direct (Boston Globe)
Globe Direct (Boston Globe)
Hartford Courant
Houston Chronicle
Houston Chronicle
Los Angeles Times
Los Angeles Times
Miami Herald
Minneapolis Star-Tribune
New Jersey Star-Ledger
New Jersey Star-Ledger
New York Daily News
Oklahoma City Oklahoman
Orange County Register
Palm Beach Post
Palm Beach Post
Philadelphia Inquirer
Sacramento Bee
San Jose Mercury News
Seattle Times
Virginian-Pilot (Pilot Direct)
Washington Post
Washington Post
Non-Member Newspapers Attending
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Lisa Szal
Jim Baldini
Chris Grow
Doug David
Bruce Barna
Dean DeLuca
Rita Jurczyk
Bucks County Courier-Times
Milwaukee Journal Sentinel
Milwaukee Journal Sentinel
Orlando Sentinel
Pittsburgh Tribune-Review
Pittsburgh Tribune-Review
San Diego Union-Tribune
A. Wednesday, February 17 - Afternoon sessions open to registered
newspaper reps only.
i.
10-11am Board of Director’s Meeting
ii.
General Session Dallas Hyatt Regency Landmark-D conference room
iii.
Noon-1pm Lunch: sponsored by American Circulation Innovations (ACI)
iv.
12:45pm Early Bird Drawing #1 Winners:
1. Isabella Mest - Ben Bradley autographed “A Good Life”
2. Rod McLain - shirt
3. Rita Jurczyk - $50 GC Cheesecake Factory
4. Kevin Hancock - $100 GC Target
v.
1-1:30pm NTMC Welcome: President’s remarks, Anti-trust statement, Attendee
introductions
Largest attendance of any prior conference with 46 newspaper reps from 30
newspapers. Anti-trust statements handed out; copy follows at end of minutes
New provisional member newspapers introduced:
 Florida Times-Union (Jacksonville): Jane Comfort
 New York Daily News: Sindy Speelman
 Palm Beach Post: Pat Rogell and Doug Grossman
Non-member newspapers introduced
 Milwaukee Journal-Sentinel: Jim Baldini and Chris Grow
 Orlando Sentinel: Doug David
 Pittsburgh Tribune-Review: Bruce Barna and Dean DeLuca
 San Diego Union-Tribune: Rita Jurczyk
vi.
1:15-1:45pm NAA Preprint Summit Update: Preprint Optimization, National Ad
jacket, Sunday Select and Digital inserts; Mort Goldstrom, NAA VP Advertising
Talked about the kinds of questions we’re all getting: “Is the newspaper industry still
going to be here?” Video showed the Newspaper Industry in 2010 and how things
have changed in the last 12 months. Put readership in perspective, 114 million
adults read on Sunday vs. 105 million adults watched the Super Bowl.
Newspapers need to be platform agnostic – deliver news in whatever form the news
reader desires. Newspaper websites are 22 out of the top 25 sites – shows how
important “local” is. 61% of fresh stories came from newspapers.
Newspapers need to streamline operations:
 Self serve products
 Reformatting content
 More efficient internal systems (billing, ordering)
 Scalable function (Sunday Select)
Audience problem not a use problem:
 101 million read newspaper on an average day
 70 million watched the World Series
 59 million watch a Reality Show
 More people read a newspaper than own a pet
 Newspapers must do a better job of telling our story
vii.
1:45-2:15pm State of the Newspaper Industry: Collective effort by MNI, Gannett,
Tribune etc.; future of the industry, co-selling industry initiatives and evolution
to new platforms; Steve Bernard, McClatchy VP Advertising
Need for speed – reassure newspapers’ bright future!
Goal with Major Retailers:
 Less points of contact
 Extend access across industry
 Strategic relationships
 Scalable ideas
 Look at all markets as customer does
Four major media companies made presentations to top advertisers as a group:
 Senior level discussion
 No sales pitch
 2-way dialog
Key Themes:
 Embrace change
 Develop new products
 Multi media – multi channel platforms
 “Extended reach products”
Advertiser Decision Support Tools:
 Preprint Optimization
 Portfolio Reporting
 Preprint Projections
 RAM Panel
 Online Metrics
Collaborative need on Advertising side:
 Digital Insert Platform
 Creative
 Distribution – sub zip
 Email markets – common database
viii.
2:30-3:00pm Alternate Delivery: Different newspapers, different models, and
advertiser acceptance; Keith Gilpin, Orange County Register
Keith reviewed the results of the survey he sent out prior to the conference.
Key newspaper strategies:
 Miami – Feels AD needs to be porch or door, get complaints in yard and
driveway.
 Orlando – labeled bags with “see grocery discounts inside” and logos of
advertisers – complaints subsided.
 Milwaukee – Surprised by the savings. Needed to match delivery standards of
paper. Driveway still gets complaints. Did a small test of putting box on mailbox
stand and inserting into the box – no complaints.
 Baltimore went to every advertiser and spoke face to face about postage.
Understood need for value in package, developed GPS technology, returned with
circulation folks to verify delivery.
 Fort Worth uses community papers combined with AD to get inserts into homes.
ix.
3-3:30pm Cross Media Sales: The strategy and value of integrating various ad
channels in developing successful ad delivery programs for accounts; John
Wulfert, Chicago Tribune Direct:
John walked us through the main segments needed for the effective development of
cross media sales success: Key Partners, Key Activities, Key Resources, Value
Propositions, Customer Relationships, Channels, Customer Segments, Cost
Structure and Revenue Streams and the value of each in relationship to the end
results. John presented his most recent success, a $25,000 Green Your Home
Sweepstakes with WGN Radio and Tribune Direct: Radio components were :60 live
read, :30 promotional spots, WGNRadio.com and 25,000 postcards with PURL.
Web page was iwishiwin.com with a register on-line.
x.
3:30-4:30pm New Ideas Segment: Present your best new Newspaper Insert, TMC
or Direct Marketing revenue-growth or expense-saving idea to the group; $250
first prize; $100 second prize; $50 third prize, moderated by Gary Shaffer, The
Oklahoman, and John Wulfert, Chicago Tribune Direct
 Virginia Pilot: Monthly Newsletter to reps and managers about direct mail, such
as terms used and successes
 Chicago Tribune: Pod Cast Library
 Dallas: Offer 8 different size door hangers (delivered by AD company)
 San Diego: Saturday Micro Zone Spadea wrap targeting smaller advertisers
 Philadelphia: Engagement research showing products that are successful in
engaging the audience
 Seattle: Neighborhood Blogs partnering with Neighborhood Values – subscriber
distribution + TMC partnering with the neighborhood blog
 Minneapolis: Gatefolds on comics
 Ft. Worth: Mid-week wrap to hold subscriber inserts instead of a pre-run section
 Bay Area Newspapers: 4-page tab format wrap – pay per lead
 NY Star Ledger: Mobile phone, online and print combo with key word sale,
business listing online and print ad
 Calkins Media: Collaboration with Department Store to utilize an idle press and
converted preprint to weprint
 AJC: Lifestyle program targeting small to mid-size home improvement category
businesses with a p and d program targeting 20M HH
 Globe Direct: Continuation of Motor Vehicle registration program by selling ad
single sheets into envelope.
 Houston: New Business sales team, 1-hunter and 1-manager going after 90
inactive accounts
xi.
4:30-4:45pm Postal discussion: Rates, Saturday Delivery, and Flats Sequencing
System – Postponed due to schedule constraints; to be addressed in next
newsletter
xii.
4:45-5pm Dinner sponsor remarks: Jerry Ballenger, American Newspaper
Solutions
xiii.
6-7pm Reception: Nick & Sam’s, sponsored by Preferred Marketing Solutions
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7-10pm Dinner: Nick & Sam’s, sponsored by American Newspaper Solutions
B. Thursday, February 18 - All sessions open to all registered conference
participants
i.
General Session Dallas Hyatt Regency Landmark-D conference room
ii.
8-9am Continental Breakfast, sponsored by Tactician Media
iii.
8:45am Early Bird Drawing #2 - Winners:
1. John Wulfert - $50 Best Buy
2. Jim Hart - $50 Gap
3. Amy Glennon - Shirt
4. Sindy Speelman - Towels/Balls
5. Ron Ulrich - Pad and Sanitizer
6. Kennedy Higdon - Polo shirt
7. Duff Heyl - Umbrella and Bobble head
8. Harry Jackson - Ben Bradley autographed “A Good Life”
9. Susan Duchin - $100 Home Depot
iv.
9-9:15am Dan Phelan, Dallas Morning News, welcome NTMC
v.
9:15-10am Terry McAskill, Media Pros USA, Comp USA Agency Presentation
Bought the Circuit City database, 44 million. Expanding into certain markets that
they have not talked with before – Ft. Worth. Markup as thin as 8% - 16% max
Best Buy somewhere north of 20-25%. Has newspaper in blood – very pro
newspaper. Viewpoint that for Comp USA the best vehicle is newspaper and
circulars. Newspapers have the best delivery system and the most efficient. They
have tried various combinations of ROP and circulars as well as other medium.
When stopped newspaper, sales dropped. Like TMC. Like Sunday Select.
vi.
10:15-11am Bill Ardiff, Tires Plus
Drive customers to stores. Increase brand awareness. Customer – middle of the
bell curve:
 25-54
 Middle income
 Mid level education
 2.5 kids + dog
2009 recession good for Tires Plus, Up 8-10% over previous year
Media Mix
 Mass Mail – Val-Pak, Red Plum
 TV
 Radio
 Database CRM
 Yellow Pages
 Sports Marketing
 Newspaper
 Internet
15%
6%
9%
8%
1%
5%
15%
30%
January 2010 319,000 unique visitors
Traffic Source: Paid Google Search 35%; SEO Google 20+%
3,000 appointments set on line in January 2010, less than 5% not show
Tested text messaging to receive discount, 1-3% low response
vii.
11-11:45am Gary Huddleston, Kroger:
 2470 supermarkets
 31 states
 200 different names
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773 convenience stores
393 jewelry stores
850 super market fuel centers
209 stores Texas/LA
2 manufacturing plants
What does Kroger need from newspapers:
 Lower price
 Reward best customers for loyalty – promotional rewards
i. 11:45am Lunch Sponsor Remarks: Ken Higdon, CIPS Marketing Group
ii. 1-1:45pm Emerging trends in the newspaper industry, Mark Hawley,
Tactician Media
Electronic order integration, SMC programs, newspaper networks, alternative
delivery and more:
 SMC should be a focus, Weekend programs (Sunday Select)
 Opt-in/Opt-out
 Targeting Zips, sub zips, carrier routes and households
Sunday Select programs growing from 10,000 to 300,000 HHs (Houston) – growing
to provide critical mass for advertisers. Increase advertiser acceptance – affordable
alternative to saturation:
 Customer driven
 Day specific
 Highly targeted
 Reach best shoppers and products
 “Verified” distribution
iii. 1:45-2:30pm Geomentum Presentation: Providing clients with hyper-local
marketing services, addressing marketplace demand; Dave Walker, CEO
Hyper-local – one to some. Plan based on:
 Data at lowest level (variety data)
 Generates insights (outcomes for business)
 Align insights with ROI by customers
 By location
 By Media
iv. 2:30-3:30pm Sponsor Exchange
Business card drawing for $100 gift card held at end of session.
v. 3:30-3:45pm New Idea Awards:
 Third place $50: Katherine English, Houston - Hunter team targeting publication
printing
 Second place $100: Jason Dove, Dallas - QSR Door hangers
 First place $250: John Wulfert, Chicago - Podcast training segments
vi. 4:15-4:45pm The Chaos Scenario, Moderated by Davis Taylor, Seattle
Times
An open discussion of our contemporary culture, its relationship with media
technology and how to find meaning among the fractals of chaos spinning all around
us.
 Everyone present received a copy of the popular book.
vii. 4:45pm Dinner Sponsor Remarks: Scott Levy, doodad
viii. 6-7pm Reception: Catered by Wolfgang Puck, atop Reunion Tower,
sponsored by ADS Direct Media
ix. 7:30-10pm Dinner: at Sambuca, sponsored by doodad
C. Friday, February 19 - Early Morning session open to registered
newspaper reps and advertising panel speakers only
i.
General Session Dallas Hyatt Regency Landmark-D conference room
ii.
8-9am Continental Breakfast sponsored by Tactician Media
iii.
8:45am Early Bird Drawing #3; various additional winners
iv.
9-10am Concurrent Advertiser Round Tables
Round Table #1: CompUSA - Terry McAskill, Media Pros USA
Round Table #2: Tires Plus - Bill Ardiff
Round Table #3: Kroger - Gary Huddleston
Round Table #4: Michael’s, Aaron Brothers, Bravo Health - Matt Runge, ACG
v.
10:15-10:45am Board Elections
Two rounds of voting by secret ballot. First round for President and Vice-president;
second round for two At-large posts. One vote each round per attending member
newspaper. Results announced in Final Business at end of conference.
vi.
10:45-11am Preprint Optimization Update: presented by Joseph Jahns, Los
Angeles Times
Progress report on the PPO initiative that applies database analytics to provide the
most effective mix of geography & product to reach the advertisers’ best customers
& prospects.
vii.
11-11:30am Opt-in, Opt-out: A panel discussion of various forms, models of
“Sunday Select” – Jason Dove, Kevin Hancock, Duff Heyl, moderated by Philip
Brown
Phoenix - Gannett “Yes”
 Started with 25-54 Females HHI $50K+
 40,000 in 3 zones /13,000 each
 2010 +25,000 HH = 65,000
 Use own np carriers
 Same rates as Sunday, counts toward DVA
 Goal 60% penetration
 Now 40-60%
 Start up costs $7,000
 Challenge getting local advertisers
Washington Post – Use Gannett content – change name “Savings Now”
 Currently 61,000 all opt-in
 No redundancy with TMC – merge purge
 Price same as mail
 Problem with regional/local
 Looking at expanding
o March 72,000
o April 92,000
 Add where advertisers will buy
 Product asked for
 No overweight fees
 Cost of acquisition $9.00/HH
Dallas – Opt –out, growing toward opt-in
 Targeting 4-county DMA
 Ave age 47
 65% female
 $92,000 HHI
 77% Briefings Subscribers/former HD subscribers
 100% HD free
 ABC audited
 12-15 pieces per week
 No difference in rate structure
 Alt delivery pulled back in-house, not want two carrier forces on street
 Opt-out info is on poly bag
viii.
11:30 – 11:45am Final Business
Vote on Provisional Members – three provisional members approved for full
membership by unanimous consent:
 Florida Times-Union
 New York Daily News
 Palm Beach Post
Vote on New Members – four qualifying non-members approved for membership by
unanimous consent, pending membership payments:
 Milwaukee Journal Sentinel
 Orlando Sentinel
 Pittsburgh Tribune-Review
 San Diego Union-Tribune
Board Election Results:
 President: Jane Comfort, Florida Times-Union
 Vice-president: Keith Gilpin, Orange County Register
 At-large: Susan Duchin, Baltimore Sun
 At-large: Katherine English, Houston Chronicle
Vacated Board Secretary position to be filled by Board of Directors.
Next meeting 2011, date and city TBD.
Conference adjourned.
Anti-Trust Statement
While our meetings tend to be casual and creative, there is one area where we need to display
self-control and caution, and that is with antitrust concerns.
Federal law prohibits combinations, conspiracies, and agreements that restrain trade or
competition in commerce. Trade associations are by their very nature a “combination”, since
they consist of a group of competitors joined together for a common business purpose.
Accordingly, associations must refrain from actions having anti-competitive potential. It is
important to remember that there are many topics that you, as an individual, can discuss
within your company that would not be appropriate to discuss here, together as a group.
Examples of forbidden topics include:
 Specific current or future prices or rates charged by a particular company.
However, it is permissible to discuss the average prices previously charged by a
group of four or more companies. The price averages should be based on data that is
more than three months old.
 Endorsements of particular companies or products to the exclusion of others.
Discussions of this group should not encourage the boycotting or refusal to deal with
certain companies or products or services. However, it is permissible to discuss your
experiences with particular vendors or with other companies.
 Allocation of markets, territories or customers.
 Any action or understanding that limits competition or causes disadvantage to third
parties.
Everyone in these meetings needs to help insure that we observe and comply with these anti-trust
guidelines.
Thank you in advance for your help and cooperation!