Using Big Data to Bring Cohesiveness to Your Advertising Program

Brendon Shank - Society of Hospital MedicineTodd Von Deak, MBA, CAE - TVD Associates

Association Media and Publishing - June 2013

Appreciate that Tradeoffs are Multi-Dimensional

Start to Identify Your Questions

Begin to Map your Data

Have a Simple Plan for Moving Forward

@bshank @tvondeak

Our Time May be Limited, But Our Goals are Not!

Todd Von Deak, MBA, CAE

The smart decisions are not always the obvious ones.

Brendon Shank

Put yourself in a position to ask solid questions.

Big Take-Aways: Any Others?

@bshank @tvondeak

@bshank @tvondeak

Annual MeetingApps

Chapter EventsFellowship

Leadership AcademyMembership

Mentored ImplementationOnline Communities

Publications - Print & ElectronicSpecialty Events

Webinars

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@bshank @tvondeak

House Ads Editorial Shirt-Tail

It Started with a Simple Question...

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Average Salary?

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According to Indeed.Com

$69,000

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House Publication7 Ads - 2K/Edition - $24k/Yr

1/3 of a Designer

Editorial Shirt-Tail5 Minutes / $21 / $ $252

1/273 of a Designer

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House AdsCost: $2,000+

Editorial Shirt-TailCost: $3.31

Advertising & Sales OfficePharmaceutical Media, Inc.30 East 33rd Street, 4th FloorNew York, NY 10016P: 212-685-5010 F: 212-685-6126

Joe Schuldner, Advertising Sales ManagerP: 212-904-0377 E: jschuldner@pminy.com

Julie Jimenez, Production ManagerP: 212.904.0360 E: jjimenez@pminy.com

Publisher & Editorial OfficeWiley111 River Street Hoboken, NJ 07030P: 781-388-8250 E: corporatesalesusa@wiley.comPublisher: Vickie Thaw vthaw@wiley.com

Brooke Maynard, Reprint Sales RepresentativeP: 781-388-8487 E: bmaynard@wiley.com

Chris Breslin, Business Development ManagerP: 443-512-0330 E: cbreslin@wiley.com

CirculationTotal Circulation: 22,738

Circulation Verification: BPA

Circulation Breakdown:

SHM Total Members: 8,835

SHM Roster: 6,381

Internal Medicine Residents: 5,944

Editorial InformationPhysician Editor: Danielle Scheurer, MD, FHMEditor: Jason Carris, jcarris@wiley.comEditorial-to-Advertising Ratio: Average 50% to 50%

Advertising InformationEarned Rates: Rates based on number of total units used within a calendar year (e.g., six full pages and six half pages earn the 12x rate).

Combination Frequency: Ads placed in The Hospitalist and the Journal of Hospital Medicine combine for earned frequency rate.

Discounts & Advertising Incentives: Run a paid ad in every issue, January through November, and receive a free placement in the December issue. The free ad must be for the same brand and must be of equal or smaller size than its paid counterpart.

Policy on Ad Placement: Interspersed

Agency Commission: 15% (subject to withdrawal on accounts not paid within 60 days of invoice date).

Requirements for Acceptance of Advertising: All advertising is subject to the approval of the editors and the publisher.

Display Advertising RatesFrequency King Island A 1/ 2 Island 1/4 Page

1x $4,455 $3,675 $2,950 $2,1456x $4,405 $3,500 $2,880 $2,08012x $4,185 $3,400 $2,810 $2,00024x $4,100 $3,370 $2,750 $1,94536x $4,035 $3,300 $2,725 $1,86548x $3,910 $3,195 $2,645 $1,80560x $3,890 $3,160 $2,605 $1,72072x $3,820 $3,090 $2,525 $1,66596x $3,755 $3,030 $2,450 $1,570120x $2,605 $3,000 $2,380 $1,445

Color Rates In addition to earned B&W Rate:

4-color process: $1,670

Cover & Preferred Positions In addition to earned B&W Rate

Second cover: 35%

Fourth cover: 50%

Positions available on a non-cancelable basis.

Inserts: Charged at the earned black-and-white page rate.

2013 Display Advertising Rate Card Effective January 2013

www.The-Hospitalist.org

The Hospitalist is a news publication for hospitalists throughout the United States, reporting on issues and trends in the practice of hospital medicine. Each issue gives readers practical advice from leading authorities in the field on selected topics in clinical management, ethical concerns, public policy, and medical-legal issues. The Hospitalist also includes an extensive classified section featuring a comprehensive listing of job opportunities geared toward physicians practicing hospital medicine.

Paid AdvertiserRevenue: $2,000+

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The Questions Only Just Begun...

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The Questions Only Just Begun...

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What Questions Do You Want to Ask?

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Map Your Data Pathways

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Text

Text

Include:

Paid and House

All Channels

Non-Traditional Sources

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Don’t Rush - Track In Silos

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Now Build

@bshank @tvondeak

@bshank @tvondeak

1) Identify Your Questions

2) Map Your Data

3) It’s OK to work in Silos

4) Tips for Building

@bshank @tvondeak

Todd Von Deak, MBA, CAE

The smart decisions are not always the obvious ones.

Brendon Shank

Put yourself in a position to ask solid questions.

Big Take-Aways: Any Others?

@bshank @tvondeak

Brendon Shank - Society of Hospital Medicine

bshank@hospitalmedicine.org@bshank

Questions?

Todd Von Deak - TVD Associates

todd@toddvondeak.com@tvondeak

@bshank @tvondeak