The HeraldTribune Company Lessons of Convergence

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The Herald-Tribune CompanyLessons of Convergence
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The Herald-Tribune Company

• Launched in 1997
• H-T content-plus and SNN streaming video

• Founded in 1925
• Six editions

• Launched in July 1995
• Partnership with Comcast

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SNNs founding objectivesCirca 1995

• Extend the franchise
• Build a new revenue stream
• Develop core competencies in multimedia

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A unified organization
Publisher
Executive Editor
Advertising Director
Managing Editor
Sales Managers
Marketing Manager
General ManagerElectronic Media
Content PromotionEditor
Asst. MEs
SNN News Director
Web Producers
PrintReps
Online Reps
TV Reps
Print Specialists
Broadcast Specialists
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Multimedia 24/7A video tour
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Community acceptance was immediateResults of
Marketvisions research after 15 months

• SNN6 Channel 40
• View forSarasota County news 37 34News of my
  community 32 30
• Prefer forSarasota County news 30 31News of
  my community 25 29
• Rate excellent or goodCommunity
  coverage 63 57

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SNN attracts more viewers each year
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SNN the local TV news leaderMarket leaders are
products of convergence
Source Weekly viewership, Media Audit, 2001
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Broadening our audienceReaching a younger
audience while maintaining affluent appeal
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Driving Readership

• Effective content promotion
• Draws more readers to stories
• Makes it easier for readers to navigate the paper
• Affects the overall brand perception
• Helps readers with limited time prioritize
• Pushes readers or viewers from one medium to
  another
• Can be tailored to reach desired audiences

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Examples of cross promotion
Daily Radio Spots
Media GeneralPartnership
DailyContent Ads
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Daily content adsdraws more readers to stories
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The power of convergence cross-promotionHow
people use Herald-Tribune media
Source Belden 2000, Herald-Tribune and SNN6 past
7 days. HeraldTribune.com in past 30 days.
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Calculating promotional value

• Herald-Tribune Commercials - 3,733 x 25
  93,325
• References to Herald-Tribune content - 52,560 x
  5 262,800
• Herald-Tribune segments - Open House - 4,608
  segments x 10 46,080- State of the Arts -
  4,608 segments x 10 46,080 - SNN Sports -
  23,040 segments x 10 230,400
• Total Promotional value 678,685

• Herald-Tribune on-air presence
  Priceless

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Why convergence works

• Expanded audience through cross promotion
• Economies of scale
• Consolidated resources
• Shared expertise
• Capitalizing on relative strengths
• Customer focus
• The sum is greater than the total of the parts

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The Herald-Tribune Company
A Multi-Media Communications Company