Perry Cooperman -- Simone Santoro -- Casey McConkey.
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Transcript of Perry Cooperman -- Simone Santoro -- Casey McConkey.
Perry Cooperman -- Simone Santoro -- Casey McConkey
How do you stay up to date?
Digital is Better
Recall: Publishing Industry Issues
• Recent technologies have created new trends
– More digital oriented society
– Increase in availability of free content (Marketline, 2012)
– Increase in the price of paper (Datamonitor, 2011)
– Supermarkets, supercenters, and Borders (Lukovitz, 2012).
:Major Problem
– Target market is too broad– Message is not clear– Uninformed customers– No call for action
• Who is the target market?
• What is the message?
What is this advertising?
What is the message?
WHY??
Perry Cooperman
New Marketing Strategy
Customer Lifetime Value
“The economic value of a customer during the life of the customer’s association with a business.”
-Business.yourdictionary.com
(Cengage Learning, 2013)
“Acquiring a customer
costs 7-10X more
than retaining one.”-Dr. Erin Steffes
&
Segmentation and BudgetSimone Santoro
• “This age group is classified as generation Y and is described to be generally sophisticated with technology and its rapid expansion and growth over the years” – (The Social Librarian)
Generation X
(Matchstick Strategy, 2012)
Baby Boomers
Why this strategy?
New advertisements
New path to success
Budget Analysis
Measuring Success
In Conclusio
n
Work Cited
•Datamonitor: Time Warner Inc. (2011). Time Warner, Inc. SWOT Analysis, 1-12. Retrieved from, http://web.ebscohost.com.proxy-tu.researchport.umd.edu/ehost/pdfviewer/pdfviewer?sid=5c8c01cf-5263-4b3f-96cb-f4d4713416c9%40sessionmgr114&vid=2&hid=112•Lukovitz, K. (2012). THE NEWSSTAND: WHERE THE LEVERAGE LIES. Audience Development, 27(3), 22-26. •Market Line: Time Warner Inc. SWOT Analysis. (2012). Time Warner, Inc. SWOT Analysis, 1-9. Retrieved from, http://web.ebscohost.com.proxy-tu.researchport.umd.edu/ehost/pdfviewer/pdfviewer?sid=ff3be2b9-b679-43ee-9ada-ee571910a1c0%40sessionmgr112&vid=2&hid=112• Matchstick Strategies (2012) Meeting Millennials: 5 Characteristics that
Define your Newest Customers, retrieved from, http://www.matchstickstrategies.com/meeting-millennials-5-characteristics-that-define-your-new-customers/
• Value Options (2013) Generations. Retrieved from, http://www.valueoptions.com/spotlight_YIW/gen_x.htm
