The Readership Lifecycle

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The Readership Lifecycle

• NAA Readership Conference
• January 7 8, 2003

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• You may have the
• best dog food in the world, but if the dogs dont
  eat it

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Readership Drivers
Product
Customer Satisfaction
Readership
Service
Brand
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The Readership Lifecycle
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Panels Strategic Questions

• Should we continue to invest in NIE programs?
• Should pre-18 initiatives be part of the
  long-term strategy/approach?
• Can we make meaningful progress in terms of
  readership with flagship?
• Is the primary strategy one of brand building
  and/or readership growth?
• How do multi-media platforms work together?
• How will advertisers reach this segment as they
  age?
• What business model works short-term and
  long-term?
• How do you define and measure success?
• Is the long-term objective a portfolio of
  products or a migration to the flagship?