KubasPrimedia (Kubas Consultants) retail research, analysis, planning, strategy

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Services for Newspapers


KubasPrimedia offers a range of solutions to help newspapers build their advertising franchise and revitalize ad sales. These programs can be conducted on a stand-alone basis or in combination as part of a more comprehensive strategy. We also offer targeted solutions and customized consulting services to address specific issues.

 

Newspaper Quick Hits Program

Target areas of immediate ad revenue opportunity, re-energize ad sales, introduce new pricing concepts, and lay the groundwork for future growth. An ideal first step for any newspaper.

  • Rate Card Review
  • Evaluation of Marketing Materials
  • Review of Published Newspapers and Ad Content
  • Revenue and Circulation Trends Analysis
  • Advertising Manager and Sales Rep Survey
  • 1-1½ Day On-Site Workshop and Briefing Session
  • New Approaches to Advertising Pricing Presentation
  • Display, Classified & Preprint Workshops
  • Problem Solving Workshops
  • Executive Summary and Recommendations

     

    Rate Card Revitalization

    Improve rate card selling effectiveness by identifying and solving problem areas, eliminating unproductive policies, simplifying and streamlining.

  • Detailed Rate Card Analysis
  • ROP, Classified and Preprint Pricing
  • Discount Pr0grams
  • Frequency Programs
  • Added Value & Premium Pricing
  • Day-of-Week Pricing
  • Color Pricing
  • Sales Terms and Policies
  • Rate Card Layout & Content
  • Executive Report and Recommendations

     

    Rate Structure Redesign

    Generate increased advertising revenues and improve yields by implementing new, effective advertising pricing practices, based on proven portfolio selling approaches and continuous spending incentive principals.

  • Account and Effective Yield Analysis
  • Dollar Volume Conversion
  • Universal Spending Based Discount Program
  • Modular Advertising and Visual Impact Pricing
  • Multi-Insertion Programs
  • Day-of-Week, Color, Multi-Media Packaging, and other programs
  • Sensitivity Testing
  • Ad Cost Calculator
  • Systems Integration
  • Implementation, Internal and External
  • On-Site Sales Training

     

    Revenue Recovery Program

    Increase revenues and yields from existing business by critically assessing discounts, eliminating outdated or unproductive programs, and/or scaling back others.

  • Discount Determination and Usage
  • Detailed Analysis of Discounts and Flat Rates
  • Assess by account, product, department, sales manager, etc.
  • Program Assessment and Option Development
  • Executive Summary and Recommendations

     

    Strategic Account Analysis

    Identify top accounts and trends, develop strategies against underperforming accounts, and identify revenue development opportunities.

  • Revenue, Volume, Yield and CPM Analysis
  • Advertising Cost & Profitability Analysis
  • Advertiser Segmentation
  • Frequency Analysis
  • Ad Size Analysis
  • Executive Summary and Recommendations

     

    Circulation & Penetration

    Improve the impact of circulation promotion programs by targeting your efforts to key constituencies and the most desirable audiences.

  • Circulation Trends and Revenue Analysis
  • Single Copy and Home Delivery Pricing Analysis
  • ZIP Code Penetration Analysis
  • Kubas Market Potential Index (KMPI) Analysis
  • Preprint Distribution Strategy
  • Evaluation of Promotional Programs
  • Executive Summary and Recommendations

     

    Extended Publication Strategy

    Critically assess and optimize extended publication operations, such as zone editions, TMCs, special supplements, tab sections, and weeklies.

  • Revenue, Volume, Yield and CPM Analysis
  • Kubas Market Potential Index (KMPI) Analysis
  • Cost Analysis
  • Contribution Analysis
  • Executive Summary and Recommendations

     

    Preprint Distribution & Pricing Analysis

    Improve preprint revenue by strengthening distribution marketing and pricing programs.

  • Preprint Trend Analysis
  • Pricing Analysis
  • Account Revenue, Volume and CPM Analysis
  • Assess We-Print and Coupon Book Programs
  • ZIP Code Distribution Analysis
  • Kubas Market Potential Index (KMPI) Analysis
  • ZipPoint Report
  • Executive Summary and Recommendations

     

    Digital Programs & Pricing

    Strengthen web and mobile digital revenues through improved programs, pricing policies, and advertiser targeting.

  • Revenue Potential Analysis
  • Segmented revenue analysis and comparison
  • Pricing, programs and effective yield
  • Account Analysis
  • E-Marketing program evaluation
  • Advertiser Satisfaction Survey
  • Action Plan
  • Executive Summary and Recommendations

     

    Profitable Format Change

    How do you shrink the page but keep the revenue? Combine KubasPrimedia's successful rate restructuring programs with our strategic publishing and marketing expertise.

  • Analyze Revenue Implications (ROP, Classified, and Tabs)
  • Design New Rate Structures and Pricing Programs
  • Incorporate Modular and Visual Impact Pricing
  • Conduct Research with Advertisers and Readers
  • Sales Department Preparation
  • Provide Expert Consultation
  • Executive Summary and Recommendations

     

    Strategic Marketing Group Development

    For publishing groups, improve revenues and productivity by establishing corporate or regional marketing programs and sales operations aimed at common multi-market advertisers.

  • Focused Rate Card Analysis
  • Detailed Performance and Yield Analysis
  • Rate Structure and Pricing Program Development
  • Multi-Market/Multi-Product KubasPrimedia Ad Cost Calculator
  • On-Site Sales Training
  • Executive Summary and Recommendations

     

    Group Performance Metrics & Dashboards

    For publishing groups, improve management information and decision quality by developing critical metrics based on key performance indicators and graphical analysis.

  • Individual Newspaper & Group Category Analysis
  • Classification Analysis by NAICS
  • Top Accounts Analysis
  • Comparative Track Performance Analysis by Property
  • Time Track Performance Analysis by Property
  • Develop Graphical Reporting
  • Installation and Implementation


     

    In practice, we often combine services from different areas to best fit our client's situation and objectives. Contact Us to learn more about how KubasPrimedia can develop successful rate structures, pricing policies, and management practices for your newspaper.


     

    More KubasPrimedia for Newspapers

    Introduction: KubasPrimedia for Newspapers
     

    Newspaper Services
     

    Newspaper Clients
     

    Reports
     

    Articles
     

    Ad Cost Calculator
     

     


     

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