Transcript Slide 1

NEJM & JW Online
February 6, 2009
Our challenges may be new
The instruments with which we
meet them may be new
But those values upon which our
success depends
These things are old
These things are true
NEJM Then…
NEJM Now…
Databases
Text
Supplements
User
Slide
Shows
Audio
Video
Metadata
Audience
Segments
Business
Requirements
Program
Portfolio
E-Alerts
Authors
Videos
Reviewers
Practice
Setting
Blogs
Analytics
Specialty Targeting
Circulation
Specialty
Beta Community
Articles
News
Country
Physicians
Search
NEJM
JW
Demographics
Mobile
Advertising
CME
Residents
Brand
Researchers
Nurse/PA
Students
Order forms
My NEJM
Kindle
Community
Podcasts
Librarians
Institutions
Media
Facebook
Market
Research
iPhone
YouTube
Teaching
Manage a Portfolio
Not a Product
This Means Both Content
AND Customers
What Advertisers Want
What Advertisers Want
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Targeting
Measurable performance
Integration in their marketing mix
Creative opportunities
• ROS advertising (banners, towers, etc.)
• Sponsorships
• Multimedia
– A Program of Solutions (not just impressions)
What That Means for Publishers
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Customer Data
Analytics
Targeting
Passive and Active Authentication
A Portfolio of Content and Services
• Onsite
• Alerts
NEJM.org Audience
Gastroenterology,
Rheumatology, 1.5%
2.6%
Psychiatry, 2.6%
Hematology, 1.2%
General Practice,
1.0%
PCPs = FMs + IMs + GP
46%
Neurology, 3.1%
Pulmonary Disease,
3.8%
Internal Medicine,
37.7%
Oncology, 3.9%
Nephrology, 4.0%
Endocrinology, 4.1%
Infectious Disease,
4.4%
Hematology &
Oncology, 5.2%
Cardiovascular
Disease, 9.9%
Family Medicine, 7.2%
Pediatrics /
Subspecialty, 7.9%
NEJM.org Audience
Years in Practice
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
1 or 2
3-5
6-10
11-15
More than
15
NEJM.org Activity
• 700,000 uniques/month, US
• 8 million pageviews/month, US
• Average user session: 5 min, 37 sec
• Average pageviews/visitor: 6
• 48% of visitors return within 30
days
• Ongoing SEO efforts
• Audience:
• Print subs activated online
• Online-only subs
• Academic, Hospital/
Institution and Corporate site
license users
• Registered users & others
NEJM.org
Advertising
• # 1 medical journal website
(Nielsen/Manhattan)
• Roadblocks and some rich media
accepted
NEJM.org : Targeting by Content Type
The TOPIC COLLECTIONS
link from the homepage
to targeted content
NEJM Weekly eTOC Sponsorship
#4 most frequently read
e-newsletter for
professional purposes
(Manhattan Research ePharma
Physician® v8.0)
•
•
•
•
Physicians stay connected to what is
new and important in medical research
and clinical practice
A weekly opt-in newsletter covering
new content published that week
Broadcast on Wednesdays at 5:00 PM
EST to over 315,000 US MDs and HCPs
Exclusive weekly sponsorship
• Display or text ad
NEJM Weekly eTOC Sponsorship
#4 most frequently read
e-newsletter for
professional purposes
(Manhattan Research ePharma
Physician® v8.0)
•
•
•
•
•
•
Physicians stay connected to what is
new and important in medical research
and clinical practice
A weekly opt-in newsletter covering
new content published that week
Broadcast on Wednesdays at 5:00 PM
EST to over 315,000 US MDs and HCPs
Exclusive weekly sponsorship
• Display or text ad
Open Rate: 20%
• MDs-only Open Rate: 27%
Content CTR: 43%
• MDs-only Content CTR: 46%
NEJM.org Interactive Sponsorships
NEJM Audio Summary Podcast Sponsorship
•
•
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For the savvy, connected physician
10-second “pre-roll” on audio summary of weekly edition
Pre-roll is embedded in:
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All plays using NEJM player (avg. 21,000/month)
All MP3 downloads (avg. 56,000/month)
All podcast downloads (avg. 53,000/month)
Total monthly downloads, plays = 130,000 avg.
Bonus banner ad impressions to player page
Sponsorship package
#3 most useful podcast
for professional
purposes -- and the only
journal cited (Manhattan
Research ePharma Physician® v8.0)
NEJM.org Interactive Sponsorships
NEJM Image Challenge Sponsorship
•
•
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•
•
Popular gaming feature; physicians use
it to test diagnostic and visual skills
3rd most popular section on site (after
homepage and search)
High engagement: 2.2 million user
responses per year
Exclusive leaderboard position on
Image Challenge Section, 50,000
impressions
Package includes 50,000 ROS
impressions
Image Challenge package
NEJM.org Interactive Sponsorships
Videos in Clinical Medicine Sponsorship
•
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Popular learning tool
Exclusive leaderboard on video summary
and download options pages (avg. 20,000
impressions/month)
Package includes 50,000 ROS impressions
Sponsorship package
JWatch.org Advertising
• Target ads to 33 specialty and
disease-oriented sections
• 250,000 uniques/ month US
• 1 million pageviews/month US
Journal Watch Targeted Email Groups
• Target by specialty-based content—12 Specialty Groups
• Groups include weekly eTOCs and monthly topic alert emails
• Exclusive monthly sponsorship (first-come, first-serve) with
leaderboard ad
• All recipients are opted-in, offering an engaged audience
Journal Watch Email Advertising Groups
12 Journal Watch Groups
Monthly Sends
Cardiology
132,000
General Medicine
360,000
Infectious Diseases
86,000
Pediatric & Adolescent Medicine
81,000
Psychiatry
73,000
Neurology
68,000
Gastroenterology
63,000
Emergency Medicine
58,000
Women’s Health
109,000
Oncology/Hematology
43,000
Dermatology
36,000
HIV/AIDS
29,000
Physician’s First Watch
•
The last 24 hours of medical
news in the first 3 minutes of
their day, sent by 7am EST
Monday - Friday
•
Features 3-5 clinically-focused
briefs by 9-member physician
editorial board covering:
• medical journals
• government agencies
• scientific conferences
• major news outlets
•
Average open rate of 30%
•
Weekly buy includes:
• 50% SOV per
• 275,000 sends
• 55,000 US opted-in HCPs
What About Social Media?
Zuckerberg’s Law
Next year people will share twice as
much information as they share this
year, and [the] next year, they will be
sharing twice as much as they did the
year before.
Thank You!
Thank You