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Innovation Now:The Boston Globes two-brand
strategy
October 6, 2011
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Our particular opportunity
The digital shift is well under way
Print circulation price hikes (2009) gaveus breathing room, but new revenueneeded
Boston.com is a substantial contributor
with its strong advertising business thatwould be at risk should we lock the sitedown behind a pay wall
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Boston.com traffic
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Total U.S.Unique Visitors (MM)
% Active Reach
1 HUFFINGTONPOST.COM 36.7 17.0%
2 NYTIMES.COM 33.0 15.3%
3 USATODAY Sites 26.1 12.1%
4 LATIMES.COM* 18.6 8.6%
5 WASHINGTONPOST.COM 17.8 8.2%
6 WSJ.COM* 16.6 7.7%
7 BOSTON.COM 7.0 3.2%
8 NYPOST.COM 6.7 3.1%9 SFGATE.COM 6.7 3.1%
10 CHICAGOTRIBUNE.COM* 5.9 2.7%
Data Souce: comScore Unified Key Measures
August 2011 - National Competitive Market
Media Source
*Indicates that the entity has assigned traffic to certain pages in the domain to other entities
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Research that helped informdigital strategy
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Consumer Perception / Brand Differentiation
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Globe News Consumption & Willingnessto Pay
Print-engaged favor aformat and editorial approachthat resembles a newspaper,even though they are eagerusers of new technology,more willing to pay for Globecontent
Online/mobile-engaged
prefer a wider newssurveillance activity thatdraws them to searchengines, email links, and
other digitally-directed modesof discovery, could be66
Source: Forrester Research
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Could we create a separate online brand for TheBoston Globe?
Could it provide a new, consumer revenue streamwithout sacrificing Boston.coms advertising oraudience?
Business Model
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Business Model: Two brands, Twoopportunities?
Free
Mass audience
Advertising supported
Targeted to online/mobileengaged
Paid premium product
Appeals to former andcurrent Globesubscribers/readers
Elegant ad integration
Meets expectations of print
engaged
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.com
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Content Guidelines / Distinct Experiences
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Multiple platforms: Accent on mobile
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http://vimeo.com/29507010
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http://vimeo.com/29507010http://vimeo.com/295070108/4/2019 Doucette Nenpa Fall Conference
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Reader benefits See all stories that appeared in the Globe in a
familiar navigational presentation Enhanced by multi media Complete with updates throughout the day
Immersive reading experience Easy to read articles in their entirety Related stories and other stories in section easy to
find
Ability to save articles to read at a later timeoffline or online
No need to download apps for different devices
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Advertiser benefits
Affluent, well-educated audience
Fewer ads on page heighten visibility andawareness
Sponsorship of sections and features providespositive brand association unique visibility
Ability to target demographically increasescampaigns effectiveness Can reach target audience across both Boston.com
and BostonGlobe.com
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Marketing Campaign
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Progression of development
LaunchBostonGlobe.
com
Free Trial
SellBostonGlobe.
com
Subscriptions
Boston.com
New
Content
Boston.com
Globe
ContentGuidelines
Boston.com
Re-
imagined
NewBostonGlobe
Branded
Product Dev.
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Digital product portfolio to grow overallaudience
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Product portfolio to grow overallaudience
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Web
Mobile
/Apps
R h d t i f f t
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Research underway to inform futuredigital strategy
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Scarborough Audience research for The Boston Globe andBoston.com
Web analytics: Omniture, comScore, Nielsen
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Overall goals
Grow overall audience across product portfolio Match product development with the needs of
targeted audiences
Provide the ability for advertisers to reach mass or
targeted audiences
Increase overall revenues from a combination ofconsumers and advertisers
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