A Subscriber Loyalty Program

1

• A Subscriber Loyalty Program
• August 2006 ASTECH Roundtable
• Stephanie Kohn Senior Loyalty Manager
• Robert Saurer Director of Business Development

2
Program Description

• New rewards program for loyal subscribers with
  the goal of improving subscriber retention
• Largely web based program
• Members receive invitations to VIP events,
  special discounts and savings, exclusive Globe
  content and more
• Subscribers are enrolled for free through various
  marketing efforts
• Site url is www.bgextras.com

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Extras Events

• 13 events since January 2006
• Editorial connection
• Food Wine with Sheryl Stephen
• Theater with Ed, Scott or Catherine
• Globe Magazine launch parties
• Events average 30-50 subscribers
• Typically sell out first time ad runs!
• Events seen as a great growth area

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Extras Tickets

• Work with event organizers and national/local
  retailers to offer special discounts or even free
  tickets to Globe subscribers
• Ticket offer featured on bgextras.com as well as
  in-paper ads, online and on hotline when
  appropriate
• Globe does not do fulfillment - link to online
  ticket purchase site or phone number

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Extras Tickets

• Free
• Boston Kids Expo
• Globe Travel Show
• New England Spring Flower Show
• Painting Summer in New England at Peabody Essex
  Museum
• Elizabeth Neuffer Forum on Human Rights
  Journalism
• US Womens Open
• Pirates of the Caribbean Dead Mans Chest
• Discounted
• Big Apple Circus save up to 60 on Family 4-pack
• Huntington SpeakEasy Theater tickets- 10 off
• Boston Movie Tours- 10 off
• Champions Cup Boston- 5 off tickets
• Staples Home Office Expo- 50 discount on
  pre-registration purchase
• Hot Stove, Cool Music- 50 discount
• AMC Movie Tickets- 14 discount on Two for the
  Show

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Extras Ad Discounts

• Percentage/money off purchases, free trial offers
  or gift certificates, etc.
• LaZBoy, AmEx/Milne Travel, Zagats, Beauty Mark
• Opportunity to build bigger initiative
• Attitash Mountain Giveaway
• 40 off plus contest- 2 night stay for 4
• Topper, in-paper ads, online

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Current Status

• January 2006 launch
• gt35,000 members
• Additional content available includes
• Archive Access
• Globe NYT Stores
• Best of the Globe

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Subscriber Marketing

• In-paper
• ¼ page, color, ROP
• Feature advertiser logo plus teaser copy
• Drive to BGE site for more

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Subscriber Marketing
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Subscriber Marketing

• Online
• ROP on Boston.com
• Two types-
• BGE specific
• Advertiser/offer specific

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New Sales Tool for Ad Reps!

• Customizable PDF
• Insert clients logo
• Insert your info
• Jan can help!

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Additional Advertiser Opportunities

• Special offer for BGE members placement in BGE
  communications
• Event sponsorship
• Rotating offer in monthly topper to launch in
  late 2006

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Success Measures

• Program Usage
• Though limited in size Events have met with
  resounding success and great subscriber feedback
• Advertisers discounts are being utilized and
  advertisers are happy with the volume (frequent
  communication is key)
• Ticket discounts do very well and are expected to
  grow
• Retention Improvement
• Developing a methodology to test improvements in
  retention that attempt to minimize self selection
  (first report due out in 2007)
• E-panel survey kicks off Q4
• Previous version of BGE was tested and retention
  of loyalty program subscribers was 20 points
  better than non-loyalty subscribers (but cannot
  suggest this is the true impact of loyalty
  programs)

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Success Measures

• Budget and ROI
• BGE will cost us 110,000 in 2007 (mainly event
  support and subscriber communication note
  approximately 1 FTE is required to support the
  program)
• If the retention improvements can exceed
  approximately 1,000 copies of benefit the program
  will pay for itself (advertising benefits not
  part of the equation yet)