Detroit Apme Presentation
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- Pages: 22
THE DETROIT PLAN
2
3
5 8 , 8 3 2
m 7
! s li e 4
New Business Model Monday
Tuesday
freep.com
freep.com
Wednesday Thursday
Friday
Saturday
Sunday
freep.com
freep.com
freep.com
Home Delivery
Single Copy/ Newsstand
e-Edition
Web
freep.com
freep.com
detnews.comdetnews.com detnews.com detnews.comdetnews.comdetnews.comdetnews.com
5
Announcement
December 16, 2008
6
7
DETROIT PLAN GOALS •KEEP THE NEWSROOMS STRONG •RETAIN TWO INDEPENDENT NEWSPAPERS •
MAKE DIGITAL DELIVERY OF NEWS THE PRIORITY
8
Partnering with WWJ TV
9
10
11
DETROIT PLAN GOALS •KEEP THE NEWSROOMS STRONG •RETAIN TWO INDEPENDENT NEWSPAPERS •
MAKE DIGITAL DELIVERY OF NEWS THE PRIORITY
• RETAIN OUR PRINT REVENUE 12
ADVERTISING UNDER FORMER PUBLISHING PLAN PUBLICATION DAY
% of Total
Sunday
51%
Monday
4%
Tuesday
5%
Wednesday
8%
Thursday
14%
Friday
12%
Saturday
5%
Sun/Thu/Fri
78%
77% 13
CONTENT IMPROVEMENTS
Express Editions – M/T/W/Sa
14
CONTENT IMPROVEMENTS
Thursday / Friday 15
CONTENT IMPROVEMENTS
Sunday 16
Combined Web traffic: unique visitors (detnews.com + freep.com)
17
e-Edition Page Views by Day of Week 660,035
688,144
688,494 540,768
214,059 153,429 Monday
Tuesday
Wednesday
Thursday
Friday
125,015 Saturday
Sunday
17 week average 18
CIRCULATION BREAKDOWN • SUBSCRIBERS: Vast majority stuck with us • SUNDAY FREE PRESS: 560,188 • COMBINED DAILY (5-Day) AVERAGE: 437,579 • COMBINED THURS-FRI AVERAGE: 494,631 19
Advertising migration to Thursday, Friday, Sunday Pre-launch • 77% of ad dollars on Thu., Fri. & Sun.
Assumption • 80% of ad dollars on Thu., Fri. & Sun.
Post-launch • 93% of ad dollars on Thu., Fri. & Sun. • Not down in ad dollars more than any other metro 20
LESSONS FROM DETROIT •Ask the important questions •Explore how the market might react •Communicate! •Don’t shed tears for print 21
THE DETROIT PLAN
22
2
3
5 8 , 8 3 2
m 7
! s li e 4
New Business Model Monday
Tuesday
freep.com
freep.com
Wednesday Thursday
Friday
Saturday
Sunday
freep.com
freep.com
freep.com
Home Delivery
Single Copy/ Newsstand
e-Edition
Web
freep.com
freep.com
detnews.comdetnews.com detnews.com detnews.comdetnews.comdetnews.comdetnews.com
5
Announcement
December 16, 2008
6
7
DETROIT PLAN GOALS •KEEP THE NEWSROOMS STRONG •RETAIN TWO INDEPENDENT NEWSPAPERS •
MAKE DIGITAL DELIVERY OF NEWS THE PRIORITY
8
Partnering with WWJ TV
9
10
11
DETROIT PLAN GOALS •KEEP THE NEWSROOMS STRONG •RETAIN TWO INDEPENDENT NEWSPAPERS •
MAKE DIGITAL DELIVERY OF NEWS THE PRIORITY
• RETAIN OUR PRINT REVENUE 12
ADVERTISING UNDER FORMER PUBLISHING PLAN PUBLICATION DAY
% of Total
Sunday
51%
Monday
4%
Tuesday
5%
Wednesday
8%
Thursday
14%
Friday
12%
Saturday
5%
Sun/Thu/Fri
78%
77% 13
CONTENT IMPROVEMENTS
Express Editions – M/T/W/Sa
14
CONTENT IMPROVEMENTS
Thursday / Friday 15
CONTENT IMPROVEMENTS
Sunday 16
Combined Web traffic: unique visitors (detnews.com + freep.com)
17
e-Edition Page Views by Day of Week 660,035
688,144
688,494 540,768
214,059 153,429 Monday
Tuesday
Wednesday
Thursday
Friday
125,015 Saturday
Sunday
17 week average 18
CIRCULATION BREAKDOWN • SUBSCRIBERS: Vast majority stuck with us • SUNDAY FREE PRESS: 560,188 • COMBINED DAILY (5-Day) AVERAGE: 437,579 • COMBINED THURS-FRI AVERAGE: 494,631 19
Advertising migration to Thursday, Friday, Sunday Pre-launch • 77% of ad dollars on Thu., Fri. & Sun.
Assumption • 80% of ad dollars on Thu., Fri. & Sun.
Post-launch • 93% of ad dollars on Thu., Fri. & Sun. • Not down in ad dollars more than any other metro 20
LESSONS FROM DETROIT •Ask the important questions •Explore how the market might react •Communicate! •Don’t shed tears for print 21
THE DETROIT PLAN
22
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