Gannett Wisconsin Newspapers

Using PRIZM and ConsumerPoint to increase targeted circulation

The Company

The Gannett Company, noted publisher of USA Today, is one of the most diverse news and information organizations in the country, with 51,000 employees worldwide. Gannett publishes 800 newspapers in the U.S. and 17 in the U.K., and owns and operates 22 American television stations.

Gannett's Wisconsin Newspaper division includes Green Bay Press-Gazette, Oshkosh Northwestern and The Sheboygan Press.

The Challenge

Gannett Wisconsin Newspapers wanted to increase its circulation base by eight percent in each of six areas it serves. Prior campaigns had produced dismal results of less than one percent close rates.

The Case

To maximize effectiveness, Gannett knew it had to tailor subscriber acquisition programs to the unique characteristics of each community served. To do so, Gannett utilized Claritas' PRIZM segmentation system and ConsumerPoint.

The process began by geographic coding and PRIZM-coding Gannett's subscriber database. These summary reports were then used within the ConsumerPoint software for further analyses.

Linking the PRIZM subscribers profile with a profile of all territory households,Gannett identified “best subscriber” targets, which were then characterized by behavioral and lifestyle information – including sports and leisure activities, automobile ownership, furniture and home improvement activities. This information provided nuanced insights into the households.

Gannett again used ConsumerPoint to run reports and maps at a block group level to show where the concentration of its best "subscribers" lived. By comparing the best "subscriber" areas to actual penetration levels, which were low, Gannett easily identified "invest" areas.

Knowing the likes and dislikes of households in the targeted areas, Gannett developed three direct marketing pieces to reach best "subscribers:"

Homemakers who frequently eat at home rather than at restaurants
Career-oriented individuals who work extensively on computers and in computer-related fields
Households whose members spend considerable funds on home decorating, improvement and remodeling

The Results

Within its "best subscriber" households, Gannett received 158 orders, translating to an 8.6 percent close rate, which was 0.6 percent higher than its goal.

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