NEJM & JW Online February 6, 2009. Our challenges may be new.
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Transcript of NEJM & JW Online February 6, 2009. Our challenges may be new.
NEJM & JW Online February 6, 2009
Our challenges may be new
The instruments with which we meet them may be new
But those values upon which our success depends
These things are old
These things are true
NEJM Then…
User
Databases
Text
Supplements
Slide Shows
Audio
Video Metadata
NEJM Now…
Audience Segments
Program Portfolio
Business Requirements
Physicians
AuthorsReviewers
Residents
Specialty
Practice Setting
Country
Librarians
Researchers
Demographics
Media
Nurse/PA
NEJM
Articles
Videos
CME
Blogs
Community
My NEJM
Podcasts
YouTube
Specialty Targeting
News
E-Alerts
Order forms
Search
Mobile
Market Research
Circulation
Institutions
Advertising
Brand
Teaching
Students
Analytics
Beta Community
iPhone
Kindle
JW
Manage a Portfolio Not a Product
This Means Both Content AND Customers
What Advertisers Want
– Targeting– Measurable performance– Integration in their marketing mix– Creative opportunities
• ROS advertising (banners, towers, etc.)• Sponsorships• Multimedia
– A Program of Solutions (not just impressions)
What Advertisers Want
– Customer Data– Analytics– Targeting– Passive and Active Authentication– A Portfolio of Content and Services
• Onsite• Alerts
What That Means for Publishers
NEJM.org AudiencePCPs = FMs + IMs + GP
46%
PCPs = FMs + IMs + GP46%
0.0%5.0%
10.0%15.0%
20.0%25.0%30.0%
35.0%40.0%
45.0%50.0%
1 or 2 3-5 6-10 11-15 More than15
NEJM.org AudienceYears in Practice
NEJM.org Activity• 700,000 uniques/month, US• 8 million pageviews/month, US• Average user session: 5 min, 37 sec• Average pageviews/visitor: 6• 48% of visitors return within 30 days• Ongoing SEO efforts• Audience:
• Print subs activated online• Online-only subs• Academic, Hospital/
Institution and Corporate site license users
• Registered users & others
NEJM.org Advertising
• # 1 medical journal website (Nielsen/Manhattan)
• Roadblocks and some rich media accepted
NEJM.org : Targeting by Content TypeThe TOPIC COLLECTIONSlink from the homepage
to targeted content
NEJM Weekly eTOC Sponsorship
• Physicians stay connected to what is new and important in medical research and clinical practice
• A weekly opt-in newsletter covering new content published that week
• Broadcast on Wednesdays at 5:00 PM EST to over 315,000 US MDs and HCPs
• Exclusive weekly sponsorship • Display or text ad
#4 most frequently read e-newsletter for
professional purposes (Manhattan Research ePharma
Physician® v8.0)
#4 most frequently read e-newsletter for
professional purposes (Manhattan Research ePharma
Physician® v8.0)
NEJM Weekly eTOC Sponsorship
• Physicians stay connected to what is new and important in medical research and clinical practice
• A weekly opt-in newsletter covering new content published that week
• Broadcast on Wednesdays at 5:00 PM EST to over 315,000 US MDs and HCPs
• Exclusive weekly sponsorship • Display or text ad
• Open Rate: 20%• MDs-only Open Rate: 27%
• Content CTR: 43%• MDs-only Content CTR: 46%
#4 most frequently read e-newsletter for
professional purposes (Manhattan Research ePharma
Physician® v8.0)
#4 most frequently read e-newsletter for
professional purposes (Manhattan Research ePharma
Physician® v8.0)
NEJM Audio Summary Podcast Sponsorship• For the savvy, connected physician• 10-second “pre-roll” on audio summary of weekly edition• Pre-roll is embedded in:
– All plays using NEJM player (avg. 21,000/month)– All MP3 downloads (avg. 56,000/month)– All podcast downloads (avg. 53,000/month)– Total monthly downloads, plays = 130,000 avg.
• Bonus banner ad impressions to player page• Sponsorship package
NEJM.org Interactive Sponsorships#3 most useful podcast
for professional purposes -- and the only
journal cited (Manhattan Research ePharma Physician® v8.0)
#3 most useful podcast for professional
purposes -- and the only journal cited (Manhattan
Research ePharma Physician® v8.0)
NEJM Image Challenge Sponsorship• Popular gaming feature; physicians use
it to test diagnostic and visual skills• 3rd most popular section on site (after
homepage and search)• High engagement: 2.2 million user
responses per year• Exclusive leaderboard position on
Image Challenge Section, 50,000 impressions
• Package includes 50,000 ROS impressions
• Image Challenge package
NEJM.org Interactive Sponsorships
Videos in Clinical Medicine Sponsorship• Popular learning tool • Exclusive leaderboard on video summary
and download options pages (avg. 20,000 impressions/month)
• Package includes 50,000 ROS impressions• Sponsorship package
NEJM.org Interactive Sponsorships
JWatch.org Advertising
• Target ads to 33 specialty and disease-oriented sections
• 250,000 uniques/ month US• 1 million pageviews/month US
• Target by specialty-based content—12 Specialty Groups• Groups include weekly eTOCs and monthly topic alert emails• Exclusive monthly sponsorship (first-come, first-serve) with
leaderboard ad• All recipients are opted-in, offering an engaged audience
Journal Watch Targeted Email Groups
12 Journal Watch Groups Monthly SendsCardiology 132,000
General Medicine 360,000
Infectious Diseases 86,000
Pediatric & Adolescent Medicine 81,000
Psychiatry 73,000
Neurology 68,000
Gastroenterology 63,000
Emergency Medicine 58,000
Women’s Health 109,000
Oncology/Hematology 43,000
Dermatology 36,000
HIV/AIDS 29,000
Journal Watch Email Advertising Groups
• The last 24 hours of medical news in the first 3 minutes of their day, sent by 7am EST Monday - Friday
• Features 3-5 clinically-focused briefs by 9-member physician editorial board covering:• medical journals• government agencies• scientific conferences• major news outlets
• Average open rate of 30%
• Weekly buy includes:• 50% SOV per• 275,000 sends • 55,000 US opted-in HCPs
Physician’s First Watch
What About Social Media?
Zuckerberg’s Law
Next year people will share twice as much information as they share this
year, and [the] next year, they will be sharing twice as much as they did the
year before.
Thank You!
Thank You