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Meeting Client Needs with Integrated Cross Media Solutions


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Title: Meeting Client Needs with Integrated Cross Media Solutions

Meeting Client Needs with Integrated Cross Media
Boston is an attractive market and target
of every smart media plan
Boston is the 5th largest U.S. DMA.
1. New York 7,355,710 2. Los
Angeles 5,431,140 3. Chicago
3,417,330 4. Philadelphia
2,919,410 5. Boston 2,391,840
We are also
  • 1 market in per capita retail spending
  • Boston spends more on retail than any other top
    U.S market
  • 2 youngest city (behind Austin, TX)
  • Boston is the college capitol of the nation,
  • 1 in 3 Bostonians is between 20 and 34 years old
  • 3 state for per capita income
  • A millionaire lives in 1 in every 31 homes

Source Nielsen Local Market Universal Estimates,
2003/04 2004/05 2003 Survey of Buying Power
U.S. Internal Revenue Service 2005 Claritas
U.S. Census Bureau.
The New England Media Group features the regions
top media brands and most
attractive audiences
Newspaper The Boston Globe Worcester TG New York
Times Metro Boston
Direct Mail Printing Globe Specialty Products
Beyond the Printed Page Event Marketing Sponsorshi
Television New England Sports Network
  • New Englands most powerful media brands
  • New Englands more desirable audience
  • Integrated marketing solutions, customized
    programs and strategic partnerships

The New England Media Group
providing marketing
solutions that deliver results
  • We offer content and advertisements across a
    variety of media channels and formats
  • Our growing media mix serves advertisers and
    consumers alike with integrated marketing
  • All the while, our core product, The Boston Globe
    newspaper continues to deliver unparalleled reach
    of Bostons 4.7 million adults
  • With 1.3 million day readers and 2 million
  • The Boston Globe continues to be the markets
  • source for news and information
  • The Globes solid reputation, trust and
  • relationship with our readers is our foundation
  • for marketing success for you, our advertisers

Reach of Boston DMA Market 4,784,700 Adults
D/S Boston Globe Add D/S Worcester TG Add daily
Metro Add weekly Add weekly NESN
Source 2004/2005 Gallup Poll of Media Usage and
Consumer Behavior, Boston DMA.
But its not about what we own, its about
leveraging our audiences to drive results for our
  • Cross Media Solutions Process
  • Everything starts with a comprehensive needs
    analysis from account executive
  • Cross-Media Solutions Team designs customized
    program aimed at target demo
  • Print Online Cable TV Solo or Shared Mail
    Events Added Value
  • Emphasis on targeted programs that can be tied
    to advertiser results
  • Bundled pricing that shows the value and
    purchasing power of our proposal
  • NEMG can offer one point of contact and one
    bill to simplify program for clients and agencies

Target goes Back to College
Meeting Targets Need Capitalize on Back on
Campus Opportunity
Here they come, the 201,000 students who attend
colleges within 10 miles of Boston
by rental truck, by train, and by plane, from
Nutley and
Needles and Natche, from Nairobi and Nice and
  • Mark Leccese
  • Boston Globe Correspondent
  • April 24, 2003

In Boston, Back-to-College-Move-in-Weekend is a
phenomenon unlike that of any other college city.
Our overwhelming number of college students
suddenly fill the streets in harried attempts to
settle into their new apartments and dorms
And they need stuff cheap furniture, school
supplies, apparel, housewares, and much more as
they set up to prepare for the academic year
has what they need.
In fact, you have five store locations within ten
miles of Bostons five largest colleges and
universities. Read on to discover how The Boston
Globes integrated media solutions will drive
your Greater Boston back to college sales. In
addition to boosting retail sales in Boston,
Target sought to create buzz for its Red Room
series of concerts.
Your marketing goals match Calendars lifestyle
Calendar is the resource for the active lifestyle
needs of Bostons young adults and college
  • The Boston Globe offers Target premium
  • Highly visible full page
  • Stand-out four color design
  • Covering the back page
  • Featured in 1 read weekly section for 18-34
    year olds
  • Certain to get the attention of your vital
    segment of returning college students with a long
    list of shopping needs.

Break Date Thursday, September 1
Source 2003/2004 Gallup Poll of Media Usage and
Consumer Behavior Recontact, Boston 5PMSA.
This new partnership helps our advertisers
connect with thousands of young readers and new
Metro Bostons audience is a great complement to
The Globe
The Boston Globe
  • New Englands largest daily newspaper, The Globe
    boasts a daily circulation of 451,471 and a
    Sunday circulation of 707,813
  • The Globes well-established and attractive
    audience is complemented by Metros young, urban

Metro Boston
  • Metro is Bostons youngest newspaper (est. 2001)
    with a daily distribution of 170,120
  • Metro distribution is targeted to Bostons
    landmark areas and public transportation centers
    a mainstay of student traffic
  • Metro readers are busy, on-the-go city dwellers
    their news is delivered in a quick 20-minute read

Together, we offer the ideal Boston print buy
that gives you
everything you need!
Source 2004 ABC Pub. Statement for The Boston
Globe, Sept Nielsen/Netratings, Oct. 2004
2003/2004 Gallup Poll of Media Usage Consumer
Behavior, Boston 5PMSA 2003 CAC Audit for Metro
Your 4 page wrap will be the first thing seen by
Metros young, urban readers
Theres simply no better way to connect with
young, upwardly mobile Bostonians.
  • Terrific reach among all adults
  • Add Metro to your daily Globe buy and gain
    nearly 200,000 adults overall.
  • With The Globe/Metro combination, youll reach
    over ONE THIRD of all adults
    in the Boston market on any given weekday.
  • Direct line to coveted 18-34s
  • Add Metro to your daily Globe buy and add nearly
    100,000 18-34 year olds.
  • No other medium in the market reaches this many
    young, modern professionals.

We are offering a Target wrap on every copy
of Metro Boston on the date of your choice
  • Full color
  • Wraps around back and front of paper
  • Stocked on racks and with hand distributor team
  • Delivers huge marketing boost during college
  • Maximum brand impact

Avg. issue daily Globe and Metro readers weekly
cumulative audience Source 2003/2004
Gallup Poll of Media Usage Consumer Behavior,
Boston 5PMSA.
Leverage a unique college marketing opportunity
for your catalogs
Target catalogs will be the move-in reference for
Bostons students
Quantity 200,000 62-page Target
catalogs Distributed with The Boston Globe
125,000 inserts distributed daily or Sunday to
key college reaching zip codes matching Target
zip code sales analysis Metro Boston 50,000
catalogs passed out along with The Metro to key
areas surrounding Boston College, Boston
University, UMass Boston, and Northeastern -
Metro street team will be outfitted in Target
gear to maximize brand exposure PCF (Globe
Delivery Service) 25,000 hand delivered to key
apartments/housing for college students
surrounding these universities
UMass, BU, Northeastern and BC All within a few
miles of a Target location
Number based on college demos in Boston for
early August, time frame per Targets request.
Boston Globe and Metro teams will hit the street
during Back-to-College Move-in
Our Street Teams will drive shopping traffic of
students and their families to nearby target
locations as they set-up for the school year
  • On site Street Team will be out to meet the
    students during Move-In Week
  • Globe Street Teams will distribute Target flyers
    or Back-to-College Catalogs
  • Guerrilla marketing and distribution at the major
    metro universities
  • - Boston University
  • - Boston College
  • - Northeastern University

Connect to our popular online platform
  • Boston is the 2nd most wired city in the U.S.
  • Approximately 150 million page views per month
  • 3.9 million unique users per month
  • 20 market penetration in the Boston DMA
  • 58 of users are between the ages of 25-54
  • 35 have a household income of 75,000 or more
    23 have a household income of 100,000 or more

Work-only local market reach in the Boston DMA
1. 43 1. 43 3. 19 4. 18 5. 16 6. 14
(Source Nielsen/Netratings Nov 2004, Media
Audit July/Aug 2004) data based on reach data according to the source above.
Sources Traffic- Omniture, SiteCatalyst, 2005
Unique Users- Nielsen/NetRatings, 2005 Monthly
Average, Reach- Nielsen/NetRatings January 2005
Audience - _at_plan Spring 2005 The Media Audit,
December 2004/January 2005.
Target benefits from high impact position on the homepage
  • Homepage Marquee Ad gets ore than 6,000,000
    impressions per month
  • Target schedule gets 20 Share of Voice for Back
    to College campaign 8/15 9/15
  • The premium position on the home page
    and web site. Target owns the ultimate anchor
    position on the top right-hand corner of the

15 program includes 1M leaderboard ads
and a Sponsored Link on Your Life section
  • 1 Million run on site leaderboard banners with
    top of page placement 728x90 ad size
  • Target Sponsored Link and Logo in Your Life
    Section (Includes Fashion, Shopping, House and
    Home categories). Section averages 5.5 million
    page views per month. Includes brand logo and 50
    characters of text and link.

We also lent event marketing support to Targets
Back-to-College Concert
The Boston Globe will augment Targets marketing
plan by creating some adjacent buzz-campaigns to
help promote the Target Back-to-College Doves
Concert, including
  • Poster campaign of 1,000 posters in downtown
    music halls and on campuses, one month prior to
  • Guerilla marketing at outdoor concerts and music
    venues throughout the summer with Boston Globe
    and Metro Boston street teams (minimum of 3 teams
    deployed throughout the summer)

It all adds up to an integrated package to help
Target become the Big Retailer on Campus this Fall
Our integrated marketing portfolio will work to
provide a turn-key event and complete logistical
coverage for Target, including
  • Full page, four color, back page advertising in
  • Full color, 4 page wrap surrounding entire Metro
  • Online marketing on
  • Distribution of 200,000 Target Back-to-College
  • 1,000 posters
  • 3 Guerilla marketing street teams

College studentsrely on us! Over half of all
Greater Boston students read a Boston Globeor
daily Metro in the past week.
Total Back-to-College package value Total
Target investment
Source 2003/2004 Gallup Poll of Media Usage and
Consumer Behavior, Boston 5PMSA.
Sovereign Bank Steps Up
Meeting Sovereign Banks Needs Establishing a
brand presence in Boston
2005 promises to be a year of opportunity, as
area consumers react to increases in interest
rates and bank mergers. Strengthening your
partnership with The Boston Globe and its
affiliated media outlets will enable you to reach
out to the nearly half a million business owners
in the Boston market. Our unbeatable coverage of
all your important target offers Sovereign Bank
the opportunity to make every media dollar count.
The Globe conducted proprietary focus group
research that uncovered the need for Sovereign
Bank to develop a stronger brand presence in the
Boston market
New England Media Group Solution Prominent
franchise positions in Globe, Metro and
  • Integrated Multi-Platform Buy for 2nd half of
  • Monday page 3 in The Boston Globe
  • Monday page 3 in Metro Boston
  • Homepage marquee position on
  • Additional Globe ROP to support other specific
    bank initiatives
  • Benefits of Program for Sovereign Bank
  • Bundled spending contract extends value and
    purchasing power of the campaign
  • Prominent positioning conveys more aggressive
    stance in market
  • One point of contact at The Globe to sell and
    execute the program

New England Media Group Solution Prominent
franchise positions in Globe, Metro and
Boston Globe Print Ads Page 3 Main News
New England Media Group Solution Prominent
franchise positions in Globe, Metro and
Metro Boston Print Ads Page 3 Main News
New England Media Group Solution Prominent
franchise positions in Globe, Metro and Homepage Marquee
Questions / Comments?
New England Media Group Contacts Mike
Flanagan Lauren Chacon Cross Media Sales
Director Vice President, National and Retail
m 617-929-2137 617-929-2123
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