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Presentation given by Nicolette Daleske, Sallie Strang, and Elizabeth Engel for the Association Media & Publishing 2011 annual conference.
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Why Can’t We Be Friends?Resolve the Editorial-Advertising Dilemma
Preliminaries
• About us• About you• Back channel rep: #amp11• What are your most important questions?
Children’s Hospitals Today Then & Now
• 1993– quarterly– 32 pages, ½ 4-color, ½ 2-color– in-house ads– limited budget
Children’s Hospitals Today—Then
Children’s Hospitals Today—Then
Children’s Hospitals TodayThen & Now
• 2011– quarterly — 3 print & 1 online only– 48 – 64 pages, 4-color– 10 – 12 pages of ads/issue, plus 8-page resource
directory x 2– 3 – 5 in-house ads– limited budget, with freedom to experiment
Children’s Hospitals Today—Now
Children’s Hospitals Today—Now
Magazine Distribution
• Member benefit—distributed to 5,500 children’s hospitals administrators
• Members of Congress• Free subscription offers to media and allied
associations
Magazine as Member Benefit
• Flagship publication– involves members and association staff – excellent ratings in annual member survey
• Ours, not mine
Magazine as Member Benefit
• Education, networking– connects members to programs & projects– provides contacts for more info
Magazine as Member Benefit
• Promotes member hospitals– photos from hospitals– public officials visits– child’s story, hospital highlight, hospital rounds
Sponsorship + Ads
• More selling opportunities – can speak about ad and sponsorship opportunities in the same conversation to find best fit
• Customization opportunities – high level sponsorship packages can be modified and ads are often a way to offer alternative benefits
Sponsorship + Ads
Sponsorship + Ads
• Ads are bundled into sponsorship packages- Conferences offer a reach of 500 - 600 attendees- Ads offer a larger reach of 6,000 + subscribers- Ensures a stable amount of ads in each magazine
issue
Bundled Ad Structure
Partner Ads
Special Ad Options
Building Sponsorship Support
• Conferences• Programs & projects• Working with existing relationships– McManis, Health Ink, Karlsberger
Building Sponsorship Support
• Role of magazine in sponsorship– discount ads – article submissions– resource directory distribution
Children’s Hospitals Today—Now
Children’s Hospitals Today—Now
Realignment Sponsorship + Magazine
• Separation of advertising and editorial• Regular vendor article submissions• Freedom to experiment– special issue on facility design– inserts– technology support for green design online– cover wrap
Children’s Hospitals Today—Online
Technology Makes It Easy to Be Green
UBIT – What is it?
• Criteria:– Trade or business– Unrelated to tax-exempt purpose– Regularly carried on
• Sponsorship dollars are NOT subject to UBIT• Advertising dollars ARE subject to UBIT
Avoiding UBIT
No net revenue = no UBIT
GREAT!
Wait…how do I do that?
Net Costs > Net Revenue
Sources of revenue: advertising, subscriptions, percentage of membership dues
Sources of expense: direct advertising costs, “readership” costs
So how does this work?
UBIT Resources
• IRS Publication 598, chapter 3– http://www.irs.gov/publications/p598/ch03.html
• Infobloom – http://www.infoloom.com/taxmap/pubs/p598-
007.htm
UBIT Resources
• Steptoe & Johnson white paper– http://www.steptoe.com/assets/attachments/
3445.pdf
• Association Law Handbook, chapter 76, pp. 384-392
UBIT Resources
• Sponsorships, Advertising, Endorsements and Cause Marketing: Understanding Critical UBIT Issues for Nonprofits – webinar/luncheon at Venable LLC June 16, 2011
Q&A
• Questions for us• Question for you:– What should we try next?
Takeaways
• Separate functions, same department (“Matrixed” team)
• Including ads with a larger corporate package full ad pages, which is appealing – ads breed ads
• Sell big (1/2 page, full page, inserts)• Price low but not too low
Takeaways
• Be flexible & open to suggestions from your corporate supporters
• Be open (internally) about what you’re doing trust freedom to experiment
• Have an ad manager and give her flexibility – “let’s make a deal”
Takeaways
• Role of in-house ads – really helps to have an ad manager who’s also a designer (but you can’t have Nicolette)
• Sponsorship dollars are tax exempt – advertising dollars are not
• If total publication costs > total publication income, no UBIT
Stay in Touch!
Nicolette DaleskeAssistant Director, Sponsorshipp: 703.797.6087e: [email protected]
Elizabeth Weaver Engel, MA, CAEDirector, Marketing & Sponsorshipp: 703.797.6041e: [email protected]: @ewengelli: http://www.linkedin.com/in/ewengel Thanks for Playing:
http://thx4playing.blogspot.com/
National Association of Children’s Hospitals & Related Institutions703.684.1355www.childrenshospitals.net
Sallie StrangDirector, Communicationsp: 703.797.6013e: [email protected]