Comments on: How to Sell Print and Online Together http://www.emediastrategist.com/blog/how-to-sell-print-and-online-together/ Personal blog of Eric Shanfelt, Online Business Strategist Wed, 06 Jul 2011 13:57:16 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: The Simon Group » The Advertiser’s Playbook: Online Advertising Overview http://www.emediastrategist.com/blog/how-to-sell-print-and-online-together/comment-page-1/#comment-93166 The Simon Group » The Advertiser’s Playbook: Online Advertising Overview Mon, 12 Apr 2010 16:05:59 +0000 http://www.emediastrategist.com/blog/?p=60#comment-93166 [...] source of information for some market segments.  And, research from various sources (Nielson, MRI, eMedia Strategist, and our own analysis of media kits and publication data over the years) repeatedly shows there’s [...] [...] source of information for some market segments.  And, research from various sources (Nielson, MRI, eMedia Strategist, and our own analysis of media kits and publication data over the years) repeatedly shows there’s [...]

]]> By: Sergii http://www.emediastrategist.com/blog/how-to-sell-print-and-online-together/comment-page-1/#comment-69211 Sergii Wed, 29 Oct 2008 10:08:34 +0000 http://www.emediastrategist.com/blog/?p=60#comment-69211 Eric, I just found this research and it I hope it will help me with my analysis. I am trying to find out potential publisher online audience based on print audience. However, it looks that one more number is missing in this article to do this. If we have average b2b overlap 17%, it means that 17% of online readers saw print version as well. Is it possible to determine what part of print audience also reads online version? Having this dependency will help to estimate ROI for publisher when building an online magazine if publisher just has print version. I appreciate any idea on this. Sergii Eric,

I just found this research and it I hope it will help me with my analysis. I am trying to find out potential publisher online audience based on print audience. However, it looks that one more number is missing in this article to do this.

If we have average b2b overlap 17%, it means that 17% of online readers saw print version as well. Is it possible to determine what part of print audience also reads online version?

Having this dependency will help to estimate ROI for publisher when building an online magazine if publisher just has print version.

I appreciate any idea on this.

Sergii

]]> By: Tom Morgan http://www.emediastrategist.com/blog/how-to-sell-print-and-online-together/comment-page-1/#comment-24710 Tom Morgan Tue, 09 Oct 2007 14:52:35 +0000 http://www.emediastrategist.com/blog/?p=60#comment-24710 Using print subscribers as our base, we have the ability to analyze our enewsletter audience against our print subscribers to define both the unique enewsletter circulation and the unique magazine circulation, as well as the common magazine/enewsletter circulation they share. Now we're working to do the same for our online audience vs. our print audience and enewsletter audience through analysis of our website registration data. The goal is to be able to promote the strength of both reader loyalty and the depth of total reach we provide through the market. Both win/win sides of the coin. Using print subscribers as our base, we have the ability to analyze our enewsletter audience against our print subscribers to define both the unique enewsletter circulation and the unique magazine circulation, as well as the common magazine/enewsletter circulation they share. Now we’re working to do the same for our online audience vs. our print audience and enewsletter audience through analysis of our website registration data. The goal is to be able to promote the strength of both reader loyalty and the depth of total reach we provide through the market. Both win/win sides of the coin.

]]> By: Heather http://www.emediastrategist.com/blog/how-to-sell-print-and-online-together/comment-page-1/#comment-19498 Heather Wed, 15 Aug 2007 13:08:22 +0000 http://www.emediastrategist.com/blog/?p=60#comment-19498 Hi Eric, The study was done for Managing Automation magazine which reaches 90,800 print circ in the CXO, LOB job functional area in manufacturing. I would be more than happy to share the study with you. The tudy also shows that print is the #1 or #2 most used information resource among this audience along with peer-to-peer interaction and vendor sites/information. Media websites came in about 5th. We polled the audience across 4 stages of the buying continuum to give the information gathering process more depth. The study absolutely supports the notion of an integrated marketing plan with a single media source. I say single b/c many marketers think integrated means buying ad words on Google, print pages with one magazine, online advertising with another, etc. As a marketer, it's important to understand that to have maximum impact on a desired target audience, you need to understand their specific information gathering habits as they relate to a specific media source and then map the program accordingly. I know lead gen is the word du jour today but you can't generate qualified, motivated leads if the buyer doesn't know who you are which further supports the notion that print/online combination is key to marketing program success. Hi Eric,
The study was done for Managing Automation magazine which reaches 90,800 print circ in the CXO, LOB job functional area in manufacturing. I would be more than happy to share the study with you. The tudy also shows that print is the #1 or #2 most used information resource among this audience along with peer-to-peer interaction and vendor sites/information. Media websites came in about 5th. We polled the audience across 4 stages of the buying continuum to give the information gathering process more depth.

The study absolutely supports the notion of an integrated marketing plan with a single media source. I say single b/c many marketers think integrated means buying ad words on Google, print pages with one magazine, online advertising with another, etc. As a marketer, it’s important to understand that to have maximum impact on a desired target audience, you need to understand their specific information gathering habits as they relate to a specific media source and then map the program accordingly. I know lead gen is the word du jour today but you can’t generate qualified, motivated leads if the buyer doesn’t know who you are which further supports the notion that print/online combination is key to marketing program success.

]]> By: Eric http://www.emediastrategist.com/blog/how-to-sell-print-and-online-together/comment-page-1/#comment-19412 Eric Tue, 14 Aug 2007 12:45:56 +0000 http://www.emediastrategist.com/blog/?p=60#comment-19412 Good points, Jeff. Print and online do complement each other whether or not there is a large overlap in the audience. The cross-media optimization study done a few years ago helped prove that. I do, however, believe that online is just as powerful at building brand as it is at response. There are some interesting studies that will make a great topic for another blog entry. But your points are well-taken and you are right ... the best sellers know how to position both print and online and demonstrate the value of both to their customers. Good points, Jeff. Print and online do complement each other whether or not there is a large overlap in the audience. The cross-media optimization study done a few years ago helped prove that. I do, however, believe that online is just as powerful at building brand as it is at response. There are some interesting studies that will make a great topic for another blog entry. But your points are well-taken and you are right … the best sellers know how to position both print and online and demonstrate the value of both to their customers.

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