Advertisement – Print,
Digital & Social media
Anjali Ashtekar
Silicon India

Digital media - 7 million viewers. =
7,000,000 page views all over the world

2 monthly advertisement inside the
magazine, one full page in length –
8.5*280 size costing $0

Here are the calculations: $5 CPM = $5 is
cost per 1000 impressions for ad size of Ad
size is 336x280

These will be for the months of issues
coming out in the month of April and May.

multiple appearances at blogs in
technology/entrepreneurship/business to
capture attention can add value

The viewers for April issue can book their
calenders well in advance, and get early
bird discount.

The number of unique visitors in US are
137,784 on monthly basis with 431,694
page views leading to 3 pages/visit


The number of unique visitors in California
are 24,453 with 66,907 page views leading
to 2.7 pages/visit on an average showing
moderately good engagement
The viewers in the month of May can get a
reminder of Tiecon and can register for
Tiecon in the last few days. So May issue
will attract people who tend to push event
registration last minute.

Newsletter included for the month

Total cost for California for a month with
putting a text ad in the siliconindia daily
newsletter $500
All in exchange of booth and logo on website, access to distribute
magazine at booth with total of $500 for appearances on digital
media for a month, 2 full page inside print ads and newsletter
inclusion
India West

Digital Media

165,000 monthly unique visitors overall
= 165,000/4.5=36,666 avg weekly
unique visitors.

Print Media

Weekly edition

25000 print edition weekly on Fridays,
10,000 e-editions per week

85% of readership is in California- DMA
is moderately targetted leading to
31,166 avg unique visitors in California


Unit Sizes: 336 *280, 468*60, 728*90,
160*600. Placements: 3-4, Unit Sz: 336
x 280; 160 x 600; 468 x 60 on main
news, Sections: News – Business &
Technology, Calendar/Events. Rate for
all placements: $400/month.
Circulation: Retail stores, grocery,
Indian businesses, restaurants,
libraries, religious institutions, and the
people who subscribe. Idea is people
read inside page in wait line

Proposal: Full page color ad: $600 for
inside page. People are likely to go in
for inside page

Alternative1: Full Page, B&W - $400

Alternative2: Half Page, color - $300;
Half Page, B&W - $240

Ad placement: In the technology
section and business section, there are
likely to be maximum clickthroughs
Proposal: $400 full page inside ad B/W such 3 runs: $1200, and $400 for
a full month of April = $1600 and in exchange of booth. Last year we
spent $800 for 2 full page print ads
Discover Silicon Valley
 Distribution: Visitor market – Campbell, cupertino, Half Moon
Bay, Los Altos, Los Gatos, Menlo Park, Milpitas, Morgan Hill,
Mountain View, Palo Alto, Redwood Shores, San Jose, Santa
Clara, Saratoga, Sunnyvale
 Corporate Market: Adobe, EBay, Google, HP, Hitachi, Intel, Sony,
Symantec, McAfee, IBM
 Readership : 30k, but these readers can give maximum
conversions since the DMA (designated market area) is fairly
concentrated on people we want to target.
 People who live a very active lifestyle and are interested in
doing new things like attending events that involves
innovativeness, entrepreneurship, and several other things read
this magazine, so we target this market segment. Ad spending:
$1500/30,000readers = 5 cents per reader.
 Proposal: $1500 for front page and inside page of editorial or
advertisement for May; and $575 for inside full page for April
issue: all color. Designing the front cover with our art and
approval at no cost. All in exchange with a booth.
Mercury News – Silicon Beat Proposed
 For ad size of 300*250 = 2 or
3 inches by 2 or 3 inches ad
size for a 1 week = $2,450
under silicon beat for
gadgets.
 For Digital media there are
40,million unique visitors per
month i.e.10 million unique
visitors per week, equivalent
to 10 million impressions per
week for $2450 so 0.02 cents
per impression.
 Rate is $60 pci. Front page 2 inches bottom part of
entire page has rate of $1500
for Sunday. We can take
Sunday to gain maximum
traction
 For Sunday 700,000 is
readership, and circulation is
300,000 for San Jose Mercury
News.
 $1500/700,000 readers = 0.2
cents per reader.
Total Cost : $2450 on digital media for a week + $1500 = $3950
Alternative: $2500 for digital media - total budget for email campaign 50,000+
emails, local sponsorship position, targeted internet and mobile display banners,
and a sponsored Facebook Post before Friday Feb 28th. This package does not give
convincing ROI.
.
Mercury News - Finalized
 225,000 Ad Taxi Audience Extension Network &
Mercurynews.com for 3 weeks- 1st week of April, 3rd week of
April and 4th week of April : 300x250 & 728x90 & 160x600 :
Interests: Technology; Geo: SF DMA, suggested impressions are
225,000
 SV.com : 3 weeks- same as above : Ad sizes 300x250 & 728x90 :
Positioning and targeting is Run of Site , suggested impressions
are 25,000
 SV.com : 1 day : 300x600 in Tech Page Fixed Position Sponsorship
 Custom Email Blast : 1 Email Drop : 600px Wide : interest
Targets: IT Professionals, Entrepreneurs, DEMO targets: College
degree, ages 20+, GEO targets: Sf DMA : 50,000 – open rate is
high
 Total impressions: 300,000  CPM is $10 for total cost of $2995
but CTR is high for high open rate of emails
 Total cost: $2995
Silicon Valley News
 Total 2013 households subscribed are 186,983 households with median
household income of 97000, out of which percentage of population that
is age 25+ and college grads are 56%. So the conversion rate is likely
from around 90,000 households, that is impressive.
 DMA (Designated Market Area) is moderately targetted
 For a half page B/W advertisement, you get from second chart 28.5
points, which will be calculated by $11pci from column B of 1st chart
resulting in around 300. For such two half page advertisements in the
months of April and May it would be around $600. For colored add $100.
So the total of $800 for two half page news once for the month of April
to people who mark calenders well in advance and go for early bird
discounts and for month of May for people who decide about Tiecon last
minute. Here you spend $400/90,000households = 0.4 cents per
household twice.
 Total Cost: $800 for April and May half pg color ads on inside pages. This
print media is considered high priority last year.
Silicon Valley Business Journal
 ¼ (one quarter) square page full
page color ads for event promo
purposes. Sizes:4.875*6.75”.
Insertion Dates: 18thApril 14, 2nd
May 14.
 Acknowledgement as a media
sponsor – logo on all (print and
digital) promotional materials of
TiE noting Biz journal as a TiESV
media sponsor
 30days event listings on
Siliconvalleybusinessjournal.com
in events section
 Booth at TiEcon and media
partnership
 10 subscriptions to TiE Silicon
Valley board or VIP membersnames provided by 18th April 14
 1 week of daily email updateupper text, insertion date: 14th
April 2014
 Total Value: $10,858
 Total Cost: $2000
 2 emails noting a subscription
offer
 Event access for 2 people to all
networking events, RSVP
requested
 Requisite: Ad files are
due Friday prior to
run date – around 1st
of April
Los Gatos Weekly- times
 Targets 80,000 readers with 40,000 in circulation but the substance
covered by the newpapaer is mostly on education, business, sports and
city government coverage. So I would keep advertising here as a low
priority. If needs to be covered, it could be under business section, a
very small ad - describing Tiecon one liner, venue since people want to
see and understand proximity to location, and tracks as text. Speaker
names could be optional. Hence following proposal can be taken into
account.
1/6 Option black and white total: $1459
Print: 12 1/6 page ads
Magazine: 1 1/4 page Image ad
Digital: 2 of the following
31,250 Smartphone app impressions
35,000 Yahoo! geo
125,000 Facebook targeted impressions
black and white total: $1,459
page ads*
page Image ad
of the following
31,250 Smartphone app impressions
Yahoo! geo-targeted impressions
Facebook targeted impressions
Total impressions = 31,250 +
35,000 + 125,000 = 159,750
Total cost = $1459
Cost per impression = 0.91 cents ~
1 cent per impression
Santa Clara Weekly – No Cost
 40,000 of santa clarians on weekly basis, 92% of Santa Clarians.
My calculation for age group 18 to 65: 80,000/1191024 = 0.06% of
total target
 For such a small percentage of target, advertisement of $1600 is
way too expensive
 Proposal: Newspaper claims to cover 92% of santa clarians, but I
could not get factual data supporting the same. Did not find a
specific place where we can display an advertisement that can
be useful. I would suggest to go for an article about Tie Silicon
valley and that can include Tiecon. Readership standpoint the
user base might be good, but conversion might not be high, since
it totally depends on kind of people media attracts.
 It can be used to create awareness. People reading this
newspaper, would like to read more about what's happening new
in Tie as a part of news so editorial is more appropriate in this
case as opposed to placing an advertisement.
SF Gate/SF Chronicle
 Schedule:
2 weeks
 Ad unit:
Square and Leaderboard – see sample ad units attached
 Placements:
Fixed SQUARE or LEADERBOARD – main Business page
 Cross platform Squares – desktop & mobile – run of network
 Impressions:
170,000 impressions all linkable to Tie URL
 Total Cost:
$2,000 for digital media
 Analysis: $2000/170,000 RELEVANT impressions = 1.2 cents is cost per impression.
And DMA is exact same area that we would like to target. DMA is perfect, so ad
dollars spent would be worth it.
 Maximum relevant readers. Conversion rate can be maximized by placing a single
5cm by 5cm advertisement on top right corner of the front page. It can give a
single liner about Tiecon. Tracks can be covered with photographs/icons, the
names of speakers, and venue, and date, it can optionally have specific website
address.
 Print Advertisement: Ad size: 9.75” wide x 2.79” deep (full strip at the bottom of
the section front page) Mon, Tue, Wed or Sat = $1500 per ad OR Thu, Fri, Sun =
$2900 per ad. Frequency discounts apply to 4 ads or more.
The Santa Clara, University of
Santa Clara
 No online advertisement is available at this point
 As the name suggests, it moderately targets the market
 Some basic information on rate: Rate is around $1500 for full
page ad to business card size for $90. 10% added for color.
 Proposal: 1/4 Page, since students are still likely to read it. At
that age they are likely to register it and discuss among
friends to create a buzz
 Size 3 cols. x 8 in.
 Putting numbers together: 5.96 in. x 8 in. Which is $500 for
B/W and $550 for color ad one time appearance, I would
reccomend to negotiate positively for saturdays or Sundays
• Total Cost: $ 550 for single appearance.
India Currents
 Standard rates: Full page b/w is 1080 and full page
color is 1380, half page b/w is 590, half page color is
730, 1/3rd page is 450.
 Discounted rates: full page color 910, b/w 714, half
page color 476, half page black and white 392. 1/3rd
page 294 which is only b/w
 Proposal: Discounted non-profilt rates: Full page color
$574, full page B&W $448 with the artwork size of 7.5”
width *9.75” height. A pdf with minimum of 300 dpi
should work best
PA Daily Post
 Subscription base : 60,000 + local readers everyday.
60,000 + local readers everyday. Total coverage area
includes: Palo Alto, Atherton, Belmont, Burlingame,
Hillsborough, Los Altos, Menlo Park, Mountain View,
Portola Valley, Redwood City, San Carlos, San Mateo,
Stanford and Woodside. The heaviest distribution will be
found in the Palo Alto and Menlo Park areas.
 Proposal- Print Media: Quarter Page Size = 3 columns x
7.5" = 22.5 total column inches $8.5 per column inch
$191.25 cost per day x 3 days= $873.75 total cost for a
quarter page for 3-days which is color. $191.25/60,000
readers = 0.3 cents per reader for single appearance
 Total Cost : $837.75 per day such three days
Los Altos Town Crier
 Circulation: Weekly circulation of 16500
 Subscription: Los Altos, Los Altos Hills, Selected areas
of mountain view, = These people are wealthy and are
more likely to buy the tickets for the event so higher
conversion.
 Proposal- Print Media: 3 x 4 = width 5.875 (5-7/8) x
height 4” = 12” x $16.20 = $194.40 = 12” x $14.00 x 4
Weeks = $672 ($168 ea) which leads to $672/16500
readers = 4 cents per reader for 4 weeks
 Total Cost: $672 for 4 weeks
Total Cost – $13,429
Media
Print
Digital
Silicon India
2 full pg ads- 8.5*11”
$500-month - final
India West
$1200-3 full pg inside $400-month of April
ad - finalized
- finalized
Discover Silicon Valley : $1500 + $575 = 2075
(?)
-----No need------------
Mercury News
--------------------------
$2995 finalized
Silicon Valley News
$800 for 2 half pg
ads(TBD)
-----------------------
Los Gatos weekly
1/6th pg newspaper,
1/4th pg magazine
Total $1459 yahoo,
facebook, mobile apps
?
SF Gate/Chronicle
-------$1500 optional-
$2,000,0.1M
impression(?)
Univ of Santa Clara
---separate arm------- ----Not available -------
India Currents
TBD
--------No Need----------
SV business journal
$2000 total finalized
---------No Need--------
Los Altos Town Crier
discarded
---------No Need--------
Times of India(TBD)
 Total Page views across USA : 80M
 Total unique visitors across USA : 5M
 Total mobile impressions across Android, iPhone, iPad,
and WAP : 25M
 For advertisement of 300*250 and 728*90 CPI is $5
 For advertisement of 300*600 and home page inventory
CPI is $6
 Even if you target for a week, it seems way too
expensive, exceeding cost of total budget.
Techcrunch
Techcrunch: Leaderboard on
desktop
TechCrunch)Web)Ad)Placements)
Leaderboard(728x90(
(
(
Portrait(
300x250(
(
728x90
Techcrunch: Leaderboard on tablet
ch)Web)Ad)Placements)
and cell phone
Leaderboard(728x90(
728x90(
(
(
Portrait(
300x250(
(
120x20(
Leaderboard Advertisement rates
 728x90 Leaderboard @ $14.50 CPM (above the fold, next
to TC logo)
 For $14.50 CPM, with the budget of $5000, it would lead
to 0.3 Million impressions
125*125 size advertisements at bottom
right
Comparison of various options
Ad
Start
date
End date
Forecast
impressi
ons
Last
years no
DMA
Run of
300*250
3/1/14
4/30/14
6,393,625 1,345,551 SF Bay
DMA
$19.55
Run of
728*90
3/1/14
4/30/14
6,394,663 2,314,659 SF Bay
DMA
$16.68
Run of
300*600
3/1/14
4/30/14
6,393,625 1,345,551 SF Bay
DMA
$32.20
Sold Rate
125*125 advertisement Price structure
 The 125x125 tile advertisement serves an estimated 20 million
impressions per month. According to TechCrunch they get 12+
million unique visitors per month and 35+ million page views per
month
 Pricing structure: $5k / week, $9k /two weeks, $15k / month.
 For the advertisement lasting for a week, it would attract
approximately 35+ million page views so 35M/4.5 = 7.77 Million
impressions.
 So CPM is $0.64 or 64 cents125*125
 Advertisement is mainly meant for events such as ours, and for product
placements.
 This can be scheduled somewhere in the middle of April to gain
maximum click throughs and sales conversions
Total Cost – $13,429
Media
Print
Digital
Silicon India
2 full pg ads- 8.5*11”
$500-month - final
India West
$1200-3 full pg inside $400-month of April
ad - finalized
- finalized
Discover Silicon Valley : $1500 + $575 = 2075
(?)
-----No need------------
Mercury News
--------------------------
$2995 finalized
Silicon Valley News
$800 for 2 half pg
ads(TBD)
-----------------------
Los Gatos weekly
1/6th pg newspaper,
1/4th pg magazine
Total $1459 yahoo,
facebook, mobile apps
(TBD)
SF Gate/Chronicle
-------$1500 optional-
$2,000,0.1M
impression(TBD)
Univ of Santa Clara
---separate arm------- ----Not available -------
India Currents
TBD
--------No Need----------
SV business journal
$2000 total finalized
---------No Need--------
Los Altos Town Crier
discarded
---------No Need--------