Bottom-Line Marketing Blog

Bottom-Line Marketing Blog RSS

Bottom-line Marketing

Revenue-generating special editions can’t be replicated in digital space

18 January 2015 · by Phil Schroder

Print is dying. Digital is the future. Mobile is where you need to focus.

Isn’t that what we hear every week in the media news world? And to some extent, that may be true.

In a story from Digiday on the New York Times’ Innovation report leaked last year, we found that digital subscriptions have grown 700% in only three years, and that added revenue has helped to offset print losses to produce an increase in total circulation revenue.

However, as fun as digital may seem, print still fills the coffers at most ...

 ... [more]

Every publisher needs a Red Bull

14 January 2015 · by Geoff Tan

If you Google the story behind the Red Bull brand and the extreme success it has attained across all fronts, you will find that it reeks of non-conformal marketing applied with deft and deliberate strokes of ingenuity.

Contravening all the marketing theories and models you can ever hope to learn from leading institutions the world over, the story of how an Austrian toothpaste salesperson Dietrich Mateschitz took an inconspicuous Thai energy drink called Krating Daeng and transformed it into the phenomenon we call Red Bull today exceeds the epitome of a miracle!

The Cinderella story behind the evolution of this brand is, to me, sheer ...

 ... [more]

9 tips to building a Facebook-less content strategy for 2015

04 January 2015 · by Lon Haenel

Facebook has done it again.

The social media giant will soon pinch business with changes to its news feed. It will remove unpaid promotional posts that mimic advertising.


Business operators have become accustomed to writing status updates to push sales, two-for-ones, specials, gift cards, and discount offers. Facebook has allowed such content to flow through the news feed up to this point, but rather sparingly. Earlier in 2014, it made wholesale changes to the algorithm, resulting in suppression of some content to as little as 2% reach.

Ouch again!

Reports have noted that new changes affecting Facebook will occur as early as mid-January 2015. Buying quality reach has usually come at a price. Those who have sold or bought traditional media know this. Facebook is running a business and declared advertising as its major revenue stream. They have your audience and now they want you to pay to reach it.

So what’s a digital agency to do? After all, creating and fulfilling social content is a big part of the business. Understanding how to ...

 ... [more]

2015: A year of innovation, investigation, initiation, integration

28 December 2014 · by Geoff Tan

In the world of publishing, media, and advertising — in which I have lived, breathed, and thrived for more than three decades — the dynamic, constantly changing, inconsistent, and unpredictable nature of its eclectic DNA never fails to excite and intrigue me.

Marketing as a discipline is neither an art nor a science. And it continues to challenge practitioners the world over to adapt, change, try, learn, innovate, experiment, and, in the scheme of things, strive to bag enough winners on the run.

For most, you are only as good as your last product launch, advertising campaign, on-ground activation, pricing scheme, publicity stunt, in-store promotion, channel strategy.

The uni-dimensional era of yesterday has, within a very short period of time, exponentially evolved into ...

 ... [more]

3 key competencies for news media company success

22 December 2014 · by Scott Stines

Ten years ago, the “must have” competencies for successfully operating a newspaper were quite different than they are today. While some of those competencies remain, a prioritised list would look quite different for today’s news media company.

Who would argue that owning a printing press or possessing printing expertise would not be near the top of a short list of key competencies for newspapers back in 2004? Yet today there are a number of news media companies that no longer print their own newspapers – or print anything for that matter.

In a world where change seems to be one of the few things that can be counted upon, there remain several key competencies that are critical to ...

 ... [more]

Can your readers reach you instantaneously?

18 December 2014 · by Phil Schroder

“I’ve been a customer for 30 years. But when I get a bill that seems high, and I can’t get a response in a fairly reasonable time, like five to six minutes, I consider switching to newsstand only or a different newspaper.” – a News Tribune subscriber

I don’t get e-mail like the one containing the quote above very often, but it does happen. I don’t like it, and I don’t blame customers for being frustrated.

Consumers in today’s world expect and deserve instant responses, and even more so when it comes to resolving frustration over a customer service issue.

In a blog post from just about a year ago, I wrote about customer service and some things we had done at The News Tribune to try to improve it. These things have worked, but I have seen a definite shift in the way ...

 ... [more]

The 5th “P” in marketing: people

07 December 2014 · by Bob Provost

I am teaching an introduction to marketing honours class at Rutgers Business School.

On the first day of class I addressed my students as follows:

“You will be tested on the course material in this class not because it represents immutable truths that will last you a lifetime; rather you will be tested to demonstrate your ability to learn and to apply what you learn. The most significant aspect of a college degree is not that you graduate knowing everything you need to know, but that you are ready for the continual learning curve that will be your career.

Employment is just another form of graduate school, albeit a preferable one. In college, you pay tuition for the privilege of learning. When you are employed, someone will pay you to learn, apply what you learn, and then continue to learn and grow.

Stop learning in today’s business world and your skills and knowledge will be obsolete in three years.”

In classic textbook theory, the four Ps of ...

 ... [more]

Anatomy of a successful subscriber acquisition e-mail campaign

25 November 2014 · by Scott Stines

While the success of any direct response campaign – regardless of channel – depends on reaching the right audience with a meaningful offer and a compelling call to action, there are several important things to keep in mind when implementing a subscriber acquisition e-mail campaign.

The right audience: The best prospects for a subscriber acquisition e-mail campaign are those who have subscribed in the past, followed by non-subscribing classified advertisers.

Every circulation sales manager worth their salt wants to expand audience reach by signing up those who have never subscribed before. But, when it comes to e-mail marketing, the sweet spot is reaching those who are familiar with the brand.

We’ve spent untold hours building lists of ...

 ... [more]

Attention legacy media: It’s not about us anymore

12 November 2014 · by Bob Provost

Bear with me. Let me start today’s blog post with an anecdote.

In 1987, I attended a lecture by Pier Abetti, a renowned scientist and technologist who applied his expertise to the study of business management and entrepreneurship.

He shared an insight that has resonated with me ever since. He related for his audience that day the story of the rise and fall of major industries and individual companies.

In particular, he focused on the American Locomotive Company. This company, based in Schenectady, New York, United States, was an enormously profitable manufacturer of locomotives.

A turning point in its corporate fortunes occurred when ...

 ... [more]

Backing off to see what it takes to reach overly connected consumers

10 November 2014 · by Geoff Tan

I kicked off my blog post last month with a lengthy conversation on consumer centricity. This time around, I’ve decided to wander down a less-treaded upon path.

You don’t need to be a rocket scientist to know that media proliferation has escalated beyond all projections.

A piece published some time back by The Newspaper Association of America was quoted as saying, “Not too long ago, the average American was exposed to over 3,000 advertising messages in the average day. Today, you get that many before breakfast!”

From the moment you wake up to Katy Perry’s “Firework” as the pre-set alarm piece on your “i” or Android device, until the time you drift off counting sheep to the pounding rap of Eminem’s “I Need a Doctor,” you would have crashed and collided with an avalanche of media platforms delivering what would seem to an un-ebbing spew of commercial messages, slogans, selling propositions, voice shout-outs, more – in other words, a raucous barrage of hard-selling, in-your-face product and branded communiqué.

The ad decibels infiltrating today’s urban municipalities across the globe have gotten so intense that people ...

 ... [more]

About this blog

The “Bottom-Line Marketing” blog aims to bring together the principles behind marketing with the real-world experiences of newspapers transitioning to newsmedia companies. Our bloggers are some of the leading marketers at the world’s leading newsmedia companies today, most with experiences with packaged goods and brands such as McDonald's and Disney. They will aim to show how marketing – often under-utilised in the news industry – improves the bottom line (even a baby's bottom).

Meet the bloggers

Lon Haenel
Vice President
Digital Media & Circulation
The Gazette
Janesville, Wisconsin, USA
send message

Bob Provost
Distinguished Executive-In Residence
Rutgers Business School
Newark, USA
send message

Phil Schroder
Vice President of Audience Development
News Tribune
Tacoma, Washington, USA
send message

Scott Stines
Cedar Rapids, USA
send message

Geoff Tan
Senior Vice President & Head of Strategic Marketing
Singapore Press Holdings Limited
News Centre, Singapore
send message


RSS feed

Blog archives

January 2015 ( 3 )
December 2014 ( 4 )
November 2014 ( 3 )
October 2014 ( 6 )
September 2014 ( 2 )
August 2014 ( 3 )
July 2014 ( 3 )
June 2014 ( 2 )
May 2014 ( 3 )
April 2014 ( 2 )
March 2014 ( 4 )
February 2014 ( 3 )
January 2014 ( 2 )
December 2013 ( 3 )
November 2013 ( 3 )
October 2013 ( 3 )
September 2013 ( 3 )
August 2013 ( 5 )
July 2013 ( 4 )
June 2013 ( 3 )

Join INMA Today
Upcoming Events
INMA Mobile Summit for Engagement and Profit
Austin, United States
09-10 March 2015
Big Data for Media Conference
London, United Kingdom
26-27 March 2015
INMA Augmenting Print with Digital Workshop
New Delhi, India
08 April 2015
INMA Ideas Day on Advertising
Paris, France
24 April 2015
INMA World Congress
New York, United States
10-12 May 2015
INMA Ideas Day on Marketing
Brussels, Belgium
22 May 2015

More Events

Member Profiles

  • Ajay Chabra

  • Odd Doknæs

  • Michelle Maxwell

  • Fergus Sampson
    South Africa

  • Laura Inman

  • Frank Horvath

©2015 INMA | Home | About | Contact | RSS | Privacy