2016 Turning the Page
2016 Turning the Page
January 13th, 2016
Turning the page to a new year causes many of us to reflect on areas we'd like to improve and set goals for ourselves. For companies on a January-December budget cycle like ours, moving to the next calendar year also brings a fresh set of objectives.
Now that we're off and running in 2016, I wanted to share Morris Publishing Group's strategic goals for the coming year. Each of these goals is intended to continue taking our company along the path to long-term sustainability.
1. Achieve Subscriber Revenue Budget: Subscriber revenue is critically important to us, making up a third of our total revenue. We will achieve our budgets by a) subscription pricing strategies b) test new and innovative pay-models and c) creating fantastic print and digital products that inform, entertain and engage our readers.
We are also working to launch a Data Management Platform (DMP) that will collect our many sources of consumer data and enable us to provide better and more targeted content that our consumers want and deserve.
2. Achieve Digital Revenue Budget: Digital advertising and marketing spending continues to grow by double digits in every one of our markets. Our goal is to keep up with this growth. How will we do it? By making the calls, filling the sales pipeline and closing sales. By the end of this year, our goal is to build triple the number in our sales pipeline.
As part of our effort, we will continue to evaluate and evolve our digital product offerings so our sales teams have a competitive advantage in the marketplace.
Equally important, we are greatly expanding our digital-only sales forces in every market. By the end of this year, nearly a third of our sales executives will focus completely on digital media.
3. Strategically Expand Our Niche Product Portfolio: As the mass/general-interest media decline, niche media continue to thrive and grow. This year, we will identify the unique niche opportunities in each of our markets. We will choose the best of these opportunities and launch magazines, digital products and events to serve them, connecting these audiences with the businesses that want to reach them.
As I've said in the past, the change in the media landscape will continue, and if anything, accelerate in the future. By recognizing these changes, we can take proactive steps to mitigate the challenges and maximize the opportunities.
Every single employee can contribute to achieving our goals. If you have ideas, please share them locally or reach out to me directly. As we reinvent our business, your input is valued and your commitment is critical to our success.
Here’s to 2016!