MEDIA KIT 2020 - Oregonian Marketing
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MEDIA KIT 2020 © 2019 Oregonian Media Group. All rights reserved. Full Version 1.
Your Local
Business Partner
We want to empower our local businesses, to help them grow and
succeed and build thriving communities. Because we’re a part of the
community, too.
To do that, we use the most innovative technology we can find. The
same technology we use to reach millions of readers. Backed by talented
people, proven processes and powerful networks.
And it takes true partners to get results. So our teams become your
advocates. We believe great relationships start with collaboration, run on
integrity, and depend on accountability.
Here’s how we can help.
THE OREGONIAN MARKETING SOLUTIONS TEAM
MEDIA KIT 2019
YOUR LOCAL BUSINESS PARTNER 2
MEDIA KIT 2019
MISSION + VALUES 4
OUR REACH 7
OUR SOLUTIONS 15
OUR MARKETING TECHNOLOGY 26
OUR MARKETING PROCESS 29
PRINT ADVERTISING OPTIONS 35
MEDIA KIT 2019
INDEX 3
MISSION + VALUES
MISSION + VALUES
MISSION
We make a difference in the communities we
serve by empowering our audiences with
high-quality news and information.
We partner with our clients to help them grow.
We will succeed as a constantly evolving company
by embracing innovative ideas, talented people
and a progressive culture.
MEDIA KIT 2019
MISSION + VALUES | MISSION 5
MISSION + VALUES
VALUES
Collaboration
Customer Focus
Integrity
Fearlessness
Accountability
MEDIA KIT 2019
MISSION + VALUES | VISION 6
OUR REACH
OUR
AUDIENCE IS
8.7 M
UNPARALLELED
OREGONLIVE
1
UNIQUE VISITORS
1.1 M
FOLLOWERS ON
2
SOCIAL MEDIA
782 K
READERS OF
THE OREGONIAN &
E-EDITION 3
Source: 1. Google Analytics. Aug. 2019; 2. Social media followers as of Sep. 17, 2019 (total may include duplicates); 3. Scarborough 2019 R1; base: Portland DMA;
print + e-edition cume (daily, Sunday).
MEDIA KIT 2019
OUR AUDIENCE IS UNPARALLELED 8
OUR REACH
+ COMBINED
Reach more people in the Portland DMA with The Oregonian and
OregonLive.
Utilizing both print and digital ensures you’re maximizing your full
reach potential.
1#
SOURCE INFOR
THE
NEWS
PACIFIC NORTHWEST
Source: September 2019 ComScore and Q2 2019 The Alliance for Audited Media; combined print and digital readership.
MEDIA KIT 2019
OUR REACH | COMBINED 9OUR REACH
+
We reach 78% of
the people in the
Portland DMA.
1
10 Over the last five years, the Portland DMA has grown from 2.5M people
to 2.69M people. That’s a 8% growth in five years with 2% growth in the
market, year-over-year.2
In the same time frame, OregonLive has increased readership 30% within
the last five years. OregonLive has seen a 9% growth in local readers of
the Portland DMA, year-over-year.2
Source: 1. Scarborough 2019 R1 print reach and Google Analytics; unique visitors = non-
duplicated, DMA = 28 counties; 2. Scarborough 2019 R1; Base: Portland DMA (28 counties);
Target: A18+.
MEDIA KIT 2019
OUR REACH | COMBINED 10SECTIONS
HOME OPINION
OUR REACH
NEWS CLASSIFIEDS
BUSINESS REAL ESTATE
ENTERTAINMENT AUTOS
OregonLive.com is the news and information site that
Portlanders and Oregonians at-large come to learn about EAT, DRINK, COOK JOBS
and engage with their community.
SPORTS
BY THE NUMBERS, NEXT
OregonLive.com is the most-read local news site, covering
the conversation in the Portland Metro Area and beyond,
and curating national news relevant to Oregonians.
Our audience has never been bigger. On OregonLive.
com, more than 8.7 million unique visitors visit the site in a
BEATS
month1 We produce award-winning, locally focused news,
sports, politics, and entertainment coverage.
YAHOO KGW
1 30 7
PINTEREST KATU
EBAY KOIN*
KPTV
# # #
INDEXES
OREGON NEWS WEBSITE2 LOCAL NEWS / INFO.
WEBSITE IN THE U.S. 2
TOP WEBSITE USED IN
THE PORTLAND DMA3 HIGHER
THAN FACEBOOK,
XFINITY/COMCAST, AND
AMAZON FOR
ADULTS 25-54. 3
*Data does not include streaming sites such as YouTube and Netflix
Source: 1. Google Analytics. Aug. 2019; 2. ComScore. News/Info. - Local News [Undup.];
Aug. 2019; 3. Scarborough 2019 R1; Base: Portland DMA; Target: A18+.
MEDIA KIT 2019
OUR REACH | OREGONLIVE.COM 118.7 2:42 M NUM
HE
BY T RS
BE
UNIQUE MONTHLY AVG. TIME PER SESSION1
VISITORS1
39 1.9 2:55 M
MONTHLY PAGEVIEWS1 PAGES PER SESSION1 AVG. TIME ON PAGE 1
6.3 M
VIDEO VIEWS2
Source: 1. Google Analytics. August 2019; 2. Theorem Analytics. August 2019; 3. Scarborough 2019 R1; Portland DMA (28 counties); Target: A18+ and used Internet
in the last 30 days.
MEDIA KIT 2019
OUR REACH | OREGONLIVE.COM 12OUR REACH BY THE NUMBERS
SUNDAY CIRCULATION: 160,059
SUNDAY READERSHIP: 407,871
Since 1850, we’ve been telling the stories that shape the
Great Northwest. The Oregonian newspaper is where local AVG. WEEKDAY CIRCULATION: 101,711
readers turn to learn about their communities, their region AVG. WEEKDAY READERSHIP: 315,756
and their world.
We’ve had 169 years to develop The Oregonian’s trust and
market expertise. This translates to high engagement and
credibility for our clients.
# 1 8 14
NEWSPAPER PULITZER PRIZES FIRST-PLACE AWARDS
IN OREGON FOR JOURNALISTIC IN 2019 FROM THE
EXCELLENCE OREGON NEWSPAPER
PUBLISHERS ASSOCIATION
Source: Q2 2019 The Alliance for Audited Media.
MEDIA KIT 2019
OUR REACH | THE OREGONIAN 13OUR REACH
SOCIAL MEDIA
351 123 134 556 K K K K
TWITTER FOLLOWERS INSTAGRAM FOLLOWERS YOUTUBE SUBSCRIBERS FACEBOOK FOLLOWERS
Source: Social Media Accounts as of Sep. 2019 (totals may include duplicates).
MEDIA KIT 2019
OUR REACH | SOCIAL MEDIA 14OUR SOLUTIONS
SOCIAL MEDIA
MARKETING EMAIL MARKETING
Connect with customers and Drop a hot offer for immediate
boost your reputation ROI or nurture leads
over the long-term
PRINT ADVERTISING TARGETED DISPLAY
Make a big, immediate impact
ADVERTISING
that drives heightened response Ensure visibility and
engagement with your brand
CONTENT MARKETING VIDEO ADVERTISING
Fresh, useful information about your Engage your customers
business drives deeper interest in and ignite their emotions
what you’re selling & passions
SEO SEM
Elevate your brand's organic Capture qualified leads as
search rankings through they're actively searching for
authority, relevance and trust your products & services
MEDIA KIT 2019
OUR SOLUTIONS 16OUR SOLUTIONS
TARGETED DISPLAY ADVERTISING
DISPLAY ADS HIGH IMPACT DISPLAY INTERACTIVE CONTENT MOBILE
Grab readers’ attention
We offer various IAB with compelling, engaging Custom units offer the High-impact and fixed
standard units across placements such as ability to feature and units available to target
OregonLive.com and Roadblocks and Takeovers. repurpose creative assets, and reach an increasingly
through our Extended such as Facebook posts, mobile-first audience.
Reach network. Your video content, email sign-
campaign will be optimized up, store locator, and more,
in real time for performance driving data growth and
to your KPIs. engagement with your
future customers.
MEDIA KIT 2019
OUR SOLUTIONS | TARGETED DISPLAY ADVERTISING 17OUR SOLUTIONS
SOCIAL MEDIA MARKETING
theoregonian
w/ brand
brand
message
PAID SOCIAL CO-BRANDED POSTS
Augment your organic Strategically align with our
reach on Facebook and trusted brand to boost your
Instagram with paid own brand recognition. Co-
media. Similar to targeted branded posts allows us to
digital display ads, paid share exposure, credibility
social ads run adjacent and brand affinity, while OY
ENJ
I MUM
to organic content, can reaching our 450k+ M A X O RY
E NT
be targeted to specific followers with editorial INV ACH
!
& RE
audiences, geographies and content that’s aligned with
demographics and click your brand.
through to a desired landing
page.
MEDIA KIT 2019
OUR SOLUTIONS | SOCIAL MEDIA MARKETING 18OUR SOLUTIONS
VIDEO MARKETING
Digital video is one of the most exciting (and All of our video solutions click through to a landing page, so
effective) ways to deliver a brand message. interested viewers can take additional and immediate action. Unlike
Connect visually and emotionally to improve brand TV, digital video advertising takes advantage of the same powerful
awareness, consideration and credibility, fueling targeting capabilities and targeted digital display advertising,
other marketing efforts. including geographies, interests, demographics, day/time, and
more.
INSTORY VIDEO NATIVE VIDEO EXTENDED REACH YOUTUBE TRUEVIEW
PRE-ROLL
Videos appear directly Video is embedded and Pre-roll video that run on
within the text of article displays seamlessly within Video runs on a network of YouTube in mobile, desktop,
pages on OregonLive.com, OregonLive.com, designed high-profile news, sports app, and YouTube video
designed with visibility and to resemble our content, and entertainment brand- displayed on other sites
user experience in mind, thereby increasing the safe sites. This ad shows in a and apps and within the
playing only when they can likelihood of engagement video player directly ahead Google Display Network,
be seen by the viewer. with your content. of premium video content. on game systems and even
Augment with headlines on connected TVs. Include
and body copy to further companion banner ads
engagement. and target video based
on Google and YouTube
searches.
MEDIA KIT 2019
OUR SOLUTIONS | VIDEO MARKETING 19OUR SOLUTIONS TOTAL SUBSCRIBERS: 92,789
EMAIL MARKETING DAILY
SPORTS ROUNDUP: 2,460
OBITUARIES: 2,460
WEEKDAYS
MORNING BRIEFING: 78,878
WEDNESDAYS
FOODIES: 6,172
THURSDAYS
BEST BETS: 3,503
FRIDAYS
HOMES & GARDENS: 3,776
AS NEWS BREAKS
BREAKING NEWS: 77,093
OCCASIONALLY
REAL DEALS: 55,492
TARGETED EMAIL NEWSLETTER
SPECIAL PROJECTS: 3,172
CAMPAIGNS SPONSORSHIP WATCHDOG: 2,889
Our tailored strategies Own one of The
combine the power of email Oregonian’s editorially-
marketing with the targeted driven email newsletters
reach of digital display with 100% SOV. Impression-
advertising, creating a based sponsorships
unified and highly effective available. Newsletters are
personalized campaign for deployed daily, weekly
your target consumers. and bi-monthly and enable
you to reach our most
loyal audiences with brand
presence in every send.
Source: The Oregonian Email & Newsletter Marketing Department. October 2019.
MEDIA KIT 2019
OUR SOLUTIONS | EMAIL MARKETING 20OUR SOLUTIONS
SEARCH MARKETING
Search Engine Optimization (SEO)
Google and Bing command more than 90% of all domestic
search volume. They’re the primary tools consumers use
to research, identify, shop, and purchase the products and
services they need.
Consumers trust organic search more than paid (pay-per-
click), so appearing within organic rankings when your
offering is relevant to their search is critical for businesses.
Our Approach
21
Our Google- and Microsoft-certified team can audit
your website and develop a needs analysis, uncovering
opportunities to improve your SEO locally, regionally, or
nationally.
We’ll develop a custom strategy that elevates your organic
search rankings, and helps guide your target customers to
your site and storefront.
++ Reviewing website copy
++ Ensuring consistency across online business listings
++ Building a content marketing plan
MEDIA KIT 2019
OUR SOLUTIONS | SEM 21OUR SOLUTIONS
SEARCH MARKETING
Search Engine Marketing (SEM)
Combined with SEO, an effective SEM strategy maximizes
your brand visibility, helping to keep your business top-of-
mind over your competitors.
We’ll help you craft a comprehensive marketing plan
that closely ties your SEM to other digital solutions that
complement and enhance your results.
Google AdWords Premier Partner
22 Our custom SEM campaigns are designed, developed,
implemented and optimized by our team of Google-
Certified marketers.
Premier Partner status is given to a select few digital
agencies that demonstrate proficiency in implementing and
managing effective campaigns at scale.
MEDIA KIT 2019
OUR SOLUTIONS | SEM 22OUR SOLUTIONS THE HALO EFFECT
CONTENT MARKETING Studies show featuring your article on a trusted news
site like OregonLive results in more quality engagement
and a measurable lift for your brand.
Cultivate your audience and control your own news cycle.
Through appealing content, businesses can address
customer’ needs, educate, entertain, and inspire them to
engage.
NATIVE SPONSOR ARTICLES
Sponsor articles are articles we write specifically for you. BLOG POSTS
They appear on OregonLive and throughout our extended
network sites. Blog posts (sold in groups of 3) are articles that live on your
site. Posts typically focus on a service or product you offer,
Each article resembles editorial content, and is promoted industry information or interesting tips. We produce the
on OregonLive with targeted digital display ads that have content so it reads as if it came directly from you.
the same look and feel as editorial headlines.
WHITEPAPERS
Sponsor articles may include:
Whitepapers provide more in-depth or technical
++ text and images information about your product or service. We include
++ video content carefully researched keywords so your white papers appear
++ social sharing options in organic searches on popular search engines like Google.
MEDIA KIT 2019
OUR SOLUTIONS | CONTENT MARKETING 23OUR SOLUTIONS
PRINT ADVERTISING
While digital channels continue growing, studies show print
advertising is still the format consumers trust most when
making a purchase decision.
Newspapers still have a faithful following, and The
Oregonian’s award-winning journalism reaches more
readers than any other local news source.
E-Edition – Your print advertising always receives additional
exposure within our digital e-edition, reaching an ever-
growing segment of our audience that prefers to read The
Oregonian online.
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 24DAILY SECTIONS SEASONAL SECTIONS THEMES
METRO & NORTHWEST WINTER EDUCATION GUIDE YEAR IN PREVIEW
NATION & WORLD HOME IMPROVEMENT GUIDE SUMMER CAMPING
LIVING, LIFE & CULTURE OREGON STATER AWARDS DUMPLING WEEK
SPORTS HEART HEALTH VALENTINE’S DAY DINING
COMICS MEN’S HEALTH GRAMMY PREVIEW
WATERFRONT BLUES WINTER COAST GUIDE
MULTI-DAY AND WEEKLY SECTIONS FESTIVAL CHEAP EATS
WINCO FOODS PORTLAND OPEN SPRING CONCERT GUIDE
A&E – SUNDAY AND FRIDAY BEST RESTAURANTS OF SPRING BREAK GUIDE
PORTLAND
FOOD – WEDNESDAY BEST BRUNCHES
FALL EDUCATION GUIDE
HOMES & GARDENS – SATURDAY SUMMER CONCERT GUIDE
KIDS’ HEALTH SECTION
BUSINESS – SUNDAY AND WEDNESDAY ROSE FESTIVAL GUIDE
TOP WORKPLACES
MONEY & MARKETS – WEEKDAYS PRIDE FESTIVAL PREVIEW
MEDICARE GUIDE I
REAL ESTATE – FRIDAY SUMMER BEERS
MEDICARE GUIDE II
DRIVETIME – FRIDAY FOURTH OF JULY PREVIEW
MEDICARE GUIDE III
CAREERS – SUNDAY OREGON BREWERS FESTIVAL
PREVIEW
CLASSIFIEDS – SUNDAY AND WEDNESDAY
PORTLAND HIKES
PARADE – SUNDAY
SPORTS
THE WASHINGTON POST NATIONAL WEEKLY (E-EDITION) – SUNDAY
HOMES & GARDENS
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 25OUR MARKETING TECHNOLOGY
OUR REACH
MEET THE PARENTS
We are part of Advance Local, the #1 largest local news
publisher, reaching every 1 in 5 people in the U.S.
Advance Local is part of the Advance Publications family of
businesses. Advance’s portfolio of exceptional companies
includes Condé Nast, Advance Local, American City
Business Journals, Leaders Group, Stage Entertainment,
Turnitin, 1010data, and POP. Advance is also among the
largest shareholders in Discovery, Charter Communications,
and Reddit.
MEDIA KIT 2019
OUR REACH | MEET THE PARENTS 27OUR MARKETING TECHNOLOGY
LEADING MARKETING TECHNOLOGIES
As powerful as our own media channels are, our affiliations
with the world’s leading market technology companies
equip us to expertly provide numerous effective marketing
solutions for our advertisers.
Google AdWords & Analytics – As a Acxiom – Audience identity Crosspixel – Data management Matchcraft – A search, display and
Premier Google Partner, we provide technology seamlessly connecting platform enabling more effective social campaign bid management
expertise in targeting and buying us with individual customers across programming campaigns. platform that produces outstanding
strategies; campaign execution and multiple channels: digital, display, results for local advertisers of all
optimization; and performance. programmatic, social, email, print sizes.
and more.
Datalogix – Data collection platform Lotame – Provides a holistic view Moat – Analytics suite integrated
tracking consumers’ online and of each of our 8 million+ monthly across our websites to measure
offline spending activities, so we visitors’ content interests, helping audience attention on all content,
can match advertisers with highly- you reach those target audiences so advertisers can more effectively
specific target audiences. with precision, whether broad or reach and impact target audiences.
narrow.
MEDIA KIT 2019
OUR MARKETING TECHNOLOGY | LEADING MARKETING TECHNOLOGIES 28OUR MARKETING PROCESS
OUR MARKETING PROCESS
OUR FOUR-STEP APPROACH
Consumers are more empowered than ever when it comes
to choosing products and services.
Our four-step approach combines extensive market
research, leading technology platforms, and expert local
resources to position your business as the best choice.
And get results.
MEDIA KIT 2019
OUR MARKETING PROCESS | OUR FOUR-STEP APPROACH 30OUR MARKETING PROCESS
DISCOVER
1 We research your industry, trends,
company background and competition.
2 We evaluate your search rankings, search
engine demand in your category, and
assess your social media presence.
3 We develop an accurate picture of your
target customers using our proprietary
first-party audience data.
4 We learn about your successes,
challenges, opportunities and key
performance indicators, to provide
guidance on the results you can expect.
Technologies
++ Google AdWords & Analytics
++ Lotame
MEDIA KIT 2019
OUR MARKETING PROCESS | DISCOVER 31OUR MARKETING PROCESS
ALIGN
1 With an understanding of your goals, and
competitors’ strengths and vulnerabilities,
we align the campaign scope, budget and
timing.
2 We review relevant case studies to
inform strategic planning, and develop a
proposal for achieving your goals.
3 Together we commit to developing
your strategic plan and deploying your
campaign.
MEDIA KIT 2019
OUR MARKETING PROCESS | ALIGN 32OUR MARKETING PROCESS
DEPLOY
1 We launch your campaign.
2 We align our solutions with the customer
journey to grow awareness, consideration,
conversions and other key performance
indicators.
3 Our Account Management team works
closely with you to observe and report on
results.
Technologies
++ Google AdWords & Analytics
++ Acxiom
++ Crosspixel
++ Datalogix
++ Lotame
++ Matchcraft
MEDIA KIT 2019
OUR MARKETING PROCESS | DEPLOY 33OUR MARKETING PROCESS
OPTIMIZE
Test > Measure > Refine > Scale
1 We evaluate traffic sources, identify
top-performing channels, and A/B test
creative.
2 We make recommendations to optimize
your campaign, or course-correct, as
needed.
Technologies
++ Google AdWords & Analytics
++ MOAT
MEDIA KIT 2019
OUR MARKETING PROCESS | OPTIMIZE 34PRINT ADVERTISING OPTIONS
High-Impact – High-impact products such as pre-printed
inserts, front page notes and wraps can be one of the most
effective, reliable drivers to your storefront, whether it’s
brick-and-mortar or online.
SPADEAS
Printed on both sides, covering half of the front page and all
of the back, a spadea delivers high impact brand messaging
to drive conversions.
T
M OS
OUR IUM
M
PRE N!
O S ITI O
P
SPADEA SPADEA
BACK FRONT
SPADEA SPREAD
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 36High-Impact – High-impact products such as pre-printed
inserts, front page notes and wraps can be one of the most
effective, reliable drivers to your storefront, whether it’s
brick-and-mortar or online.
FRONT PAGE NOTE
The Oregonian Front Page Notes, removable self-stick
notes, give your advertising message premium exposure
and help drive traffic to your business with front page
presence in the newspaper. We are offering full-run ES
SAG
M E S E ALLY
distribution in addition to zoning, so you can strategically TR
THA I CK !
target your message where and when you need it most. ST
Learn about adding an OregonLive digital package to
maximize your reach!
Give your business high-visibility and high-impact exposure.
Maximum Exposure – Your ad is ‘above the fold’ and cannot
be missed.
High Response Rate – Readers interact with Front Page
notes and re-stick them as a reminder.
Target Your Audience – Front Page Notes can be placed
for the full reach of The Oregonian, or they can be zoned
and targeted to just the areas and audiences your business
needs.
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 37AWARENESS
Establish a consistent long-
term presence. Suitable for
maintaining top-of-mind
familiarity for products with
a recurring purchase cycle,
and effective for building
and maintaining awareness
consistently.
1/6 PG. HORIZ. 1/6 PG. VERT. 1/8 PG.
6 COL X 2.25” | 9.99” X 2.25” 3 COL X 4.5” | 4.92” X 4.5” 3 COL X 3.5” | 4.92” X 3.5”
1/9 1/12 VERT. 1/12 HORIZ.
2 COL X 4.5” | 3.23” X 4.5” 2 COL X 3.5” | 3.23” X 3.5” 3 COL X 2.25” | 4.92” X 2.25”
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 38AWARENESS
(CONTINUED)
1/18 1/36 VERT.
2 COL X 2.25” | 3.23” X 2.25” 1 COL X 2.25” | 1.54” X 2.25”
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 39CONSIDERATION
Cost-effective combination
of high-impact and
frequency toward
conversion. Effective
for announcing events,
branding, defining your
market position, and
generating sustained
response over time.
1/2 PG. HORIZ. 1/2 PG. VERT. 1/3 PG. VERT.
6 COL X 7” | 9.99” X 7” 3 COL X 14” | 4.92” X 14” 3 COL X 9.25” | 4.92” X 9.25”
1/3 PG. HORIZ. 1/4 PG. HORIZ. 1/4 PG. VERT.
4 COL X 7” | 6.61” X 7” 6 COL X 3.5” | 9.99” X 3.5” 3 COL X 7” | 4.92” X 7”
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 40CONVERSION
Achieve maximum visibility.
Effective for launching
new brands, announcing
events, reinforcing
marketplace leadership and
generating strong response
in a short time. Makes an
unmistakable impression.
FULL PG. SPREAD
13 COL X 14” | 20.48” X 14”
FULL PG. 2/3 PG. TALL COVER PG. STRIP
6 COL X 14” | 9.99” X 14” 5 COL X 11.5” | 8.3” X 11.5” 6 COL X 2”
MEDIA KIT 2019
OUR SOLUTIONS | PRINT ADVERTISING 41THANK YOU CONTACT US TO DISCUSS YOUR GOALS. AND TOGETHER, WE’LL MAKE A PLAN TO GET YOU THERE. 1500 SW First Avenue, Portland, OR 97201 503-221-8481 © 2019 Oregonian Media Group. All rights reserved.
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