Caduceus proposal

Running head: CADUCEUS PROPOSAL 1

Viewership, Readership, and Circulation Rates

Matthew Serafin – (Xi-Xi, Marquette University, 14’)

Zachary Brabham – (Lambda, University of Tennessee, 11’)

Derek Arguello – (Grand Valley State University, Sigma-Kappa, 13’)

CADUCEUS PROPOSAL 2

Objective

To increase the overall viewership, readership and circulation rates for the Caduceus on all

media vehicles. As a result of increasing said analytics and by evaluating the findings of this

case, the following recommendations must then be made:

• Propose a new rate structure for advertising on all platforms.

• Develop a strategy to capture new advertisers and maintain existing relations.

• Determine the technical requirements and strategy for implementing web-based

advertisements.

CADUCEUS PROPOSAL 3

Critical Factors

Budget

Kappa Sigma operates on a strict budget that is allocated in many different predetermined

areas. It is unlikely that a larger percentage of funds will be provided for use of the Caduceus.

Media Vehicle

Online publishing allows for the most affordable and efficient way to produce the

magazine and send it to the largest audience. However, according to our data, only a small

percentage of subscribers open the web-based version for viewing. Online advertising is less

persuasive than other forms of media due to how briefly users see the advertisement and how

easy web advertisements are to ignore. Physical copies of the magazine are more engaging with

the audience. Readers spend more time looking through the physical publication compared to the

digital, ultimately increasing advertisement resonance amongst readers of the physical version.

Digital copies are more affordable and able to be delivered to a larger audience while physical

issues are more engaging and more likely to be read.

Readership Data

Currently, there is little data known about the publication’s audience. Demographic traits

can be determined via Salesforce and there is some information via ExactTarget from data

obtained in digital publications. However, these figures are rather unreliable because

readership (the percentage of the audience who actually reads the print version that has been

delivered to them) is unknown. Without demographic information of those who read the

Caduceus, we are not able to understand the behavioristic and psychographic natures of the

audience. Hence, we do not know what the audience likes and does not like. Ultimately, we do

CADUCEUS PROPOSAL 4

not know what needs improvement or what is doing well. The following table represents the

readership data from the eCaduceus for the Fall 2014 publication.

Total Sent Delivery Rate Open Rate Click-Through Rate

Alumni 50943 93.031% (47,393) 29.604% (14,030) 4.000%

Undergrad 16494 96.969% (15,994) 41.047% (6,565) 2.700%

Brand Image

The Caduceus has operated in its current format for many years. It represents Kappa

Sigma and there is a tradition to how it is created. Magazine changes cannot be made in a drastic

or impulsive manner, as to avoid upsetting any members of the audience. This careful balance

between improvement and tradition must be considered. Suggestions and future

recommendations will have to be considerate of all those involved, including the readership and

those involved with production. This publication represents the fraternity as a whole and must

maintain its current appeal while improving upon what is not favorable.

Audience

There is no direct readership information known. While most reading are Kappa Sigma

brothers, both undergraduate and alumni, it is likely that readers are different in many

ways. Many family members of brothers, university officials, and interested potential new

members are likely to be reading as well. Content must be relatable to a wide rage of ages while

still feeling specific towards certain age groups in a way that maintains interest.

CADUCEUS PROPOSAL 5

Beta’s Survey Results

This information is based on research of similar fraternal publications. The following

analytics were a result of Beta Theta Pi’s readership survey completed by 292 participants in

2009 and is conducted every four years. Beta’s mission statement present in each readership

survey suggests strong support for discovering reader analytics, “Without the assistance of

readership surveys, editorial decisions would be largely based on responses from only the most

vocal members of the fraternity… What do the casual readers want to see? Will a change in

current practices foster a healthier relationship between readers and organization? What level of

enjoyment do people receive from this product? What is our return on investment?”

Readership Profile

• Response rates came from: 71% alumnus member, 12% undergraduate member, and 9%

member foundation donor.

• 28% of respondents have completed their undergraduate degree since the year 2000

Observations

• 60% of readers browse until they find an article that captures their attention while 14%

read from cover to cover

• The most read sections are Campus Life, Mystic Shrine, News & Notes, Cover Story,

Sports Round Up and a Principled life.

• The least read sections are Destinations, Volunteer, Books by Betas, From the Editor, and

Lasting moment. (Books by Betas will be phased out of the publication)

• 74% of respondents claimed that they would like to see more chapter profiles. (The

publication set a goal to feature 2 chapters per issue)

CADUCEUS PROPOSAL 6

• Alumni profiles and historical articles scored 65% and 53% respectively. (The

publication set a goal to feature 1-2 of the aforementioned articles in each issue)

CADUCEUS PROPOSAL 7

Primary Research Analytics

The following list of qualitative data concerns the readership of various Greek life

publications, found through communication with the individual fraternities and research on their

respective websites.

Sigma Nu: The Delta

• Printed copies only available upon request (free) - magazine sent online via email to

members

• Issues per year varies between 3-4

• 3 web and print issues per year

• Issues are free but must opt into subscription

• Occasional targeted mailing to chapters

• Editorial in house, design and layout third party, content both staff and free-lance

• USPS rules for non-profit publication are grey area. Restrictions on ad space - 10% of

publication can be used for ad space.

• One ad in front cover

• Standard rate of $25 per thousand readers for full page with higher price per select spots

• Web rates considerably lower than print because readers spend a lot less time

• Only advertise officially licensed vendors or PSA’s

Beta Theta Pi: The Beta Theta Pi Magazine

• Three prints per year

• Free online access; print?

• Three magazines and one foundation annual report printed and sent to all physically

• Newsletter each month sent email

CADUCEUS PROPOSAL 8

• Subscription is a required fee built into initiation but must opt in to receive - still sent

electronically

• all in-house full-time staffing

• $900 for full page

• No web advertising

• Advertisers must be licensed vendors as approved by affinity consultants

• Provided readership data

• Upgraded binding from saddle-stich to perfect bind - emphasizes class and makes it less

likely for publication to get pitched

• Uses Watkins Printing Columbus, OH

• Lifetime subscription paid for in dues at initiation - $30

Pi Kappa Phi: The Star and Lamp Magazine

• Whole website just for S & L

• Print issue is opt-in-able, free

• 3 print issues released with apx 65,000 released

• all in house

• staff only

• only in-house ads

• Only corporate ad is Nationwide who is sponsor

Lambda Chi Alpha: The Cross and Crescent

• One paid for ad by Geico

• Mostly staff produced except for freelance submissions

• In house except design and layout is third party

CADUCEUS PROPOSAL 9

• 11 issues per year all distributed online

• No print - all digital

• Found that most read section was Chapter News

Sigma Phi Epsilon (SigEp): The Journal

• Biannually

• Via mail to just under 200,000 “members and friends”, also shared online on ISSUU

• 100% free for all

• Journal is managed in house buy SigEp’s marketing and communications team. Editors

are in house. Local designer does the design and done so for years.

• Alum, UG, and professionals are volunteer stringers for stories

• Four pages for ads: one for Nationwide Insurance, one for Official SigEp store, and other

two for SigEp programs and events

• Readership is 75% alumni

• Rate structure handled by a partner development manager

Sigma Chi: The Magazine of Sigma Chi

• Only print, four times a year to over 59,000.

• All UGs, recent grads get one year free

• Life Loyal Sig program: $399 one-time, $199 for 10-year sub, or $35/year.

• Editors are paid, in-house; design is out-sourced

• Media kit full of readership data and statistics

o Specifics on what is allowed and not allowed, easy to read chart

o Visually appealing and attractive overall

• An in-house staff member seeks advertisers

CADUCEUS PROPOSAL 10

Pi Kappa Alpha: The Shield and Diamond

• Print 4 times a year (80-100 pages per issue)

• Print roughly 20,000 copies per issue

o 20 for each chapter

o Staff (paid and volunteer)

o Donors (at least $25 every 5 years)

• Email a link of web version to everyone

• Content is created by both the chapters and the staff

• Outsource some feature stories

• Edit in-house

• Use NPC publishing out of Pennsylvania

• Don’t feature a lot of ads (Herf Jones) (Pike Store→ but don’t charge for ad space

because they receive revenue from sales)

• Don’t approach advertisers (Refer to media kit for rate structure)

Alpha Tau Omega: The Palm

• Print 2 times a year (Spring & Fall)

• Send 5 copies to each chapter, one to Life Loyal Taus→ $250 one time donation, one to

other active donors, and all those who have graduated within the past 3 years.

• Also send out a readable PDF to everyone

• Edited and written in-house

• Staff recruits stories from chapters using a website that allows chapters to upload content

on a weekly/monthly basis to ensure they always have updated news

• Bruce Tria of Tria Designs in Texas does the layout


• Watkins Printing out of Ohio to print

• No outside ads

Phi Gamma Delta: The Phi Gamma Delta

• Print 2 times a year (Fall & Spring)

o Spring issue sent to roughly 30,000 (Major Volunteers, Donors, Undergrads)

o Fall issue sent to roughly 103,000 (everyone with a good address)

• Pages per issue:

o Spring (56)

o Fall (72)

• Also have a web version

• Everything is done in-house by the Director of Communications and Executive Director

• Do not recruit ads

• Have very few ads/sometimes none

• If they do it’s Geico or someone that sells FIJI items and they receive royalties

• Cost to advertise is just the cost of a page

• In the early 2003 they decided to send to a select group and saw a decrease in Alumni

engagement (i.e. gifts). By 2008 they had switched back to their previous structure.


Secondary Research

Cover Page

In order to make a good first impression, the cover page of most magazines is

professionally designed by a third party. Ultimately, a strong cover page will increase interest

and make it more likely for a person to pick up the magazine and open it. Furthermore, a well-

designed cover will increase circulation rate among households. If the magazine is left out for

others to see, such as family members, they may find the publication interesting and open their

son’s Caduceus as a result of said interest.

Reader-to-Reader Promotion

All You, a lifestyle and food publication, generated higher readership numbers by creating

a program with bloggers who had a strong following that will mention the publication in their

writing. This same tactic could be implemented with the Caduceus with the SEC members and

high standing volunteers/members promoting the Caduceus through shout-outs from their

personal social media pages. These members are seen as prominent, trustworthy officials in

Kappa Sigma. Members will be more likely to click on a link if it is being posted about on the

WGM’s Twitter and Facebook pages compared to the link being sent in an email.

Interactive Content & Engagement

Physical issues should create more engagement among viewers through means of contest,

questionnaire, ask the editor, etc… This will give the viewer an added reason to pick up the

magazine and view its content. By winning a contest for a free shirt, a reader gains an added

bonus to open the magazine and generate a response which also increases known reader

analytics. Online and application materials should be fully interactive. Viewers should not only


be able to swipe through the pages as if it were a real magazine, but also able to be offered audio,

video, 3D charts and objects, zooming, panning, replacement contend, and scrolling regions.


Capture New & Maintain Current Advertisers

Invest in Obtaining Strong Readership Data

Readership data serves as supporting figures that help sway advertisers into purchasing

ad space. It provides figures that give advertisers a ROI by quantifying how many impressions

their ad will make and approximately how many people will see their advertisement. Without

said data, we are taking an uneducated guess as to how many people see the Caduceus. Although

we send 47,000 copies of the publication online via email, 45,000 of the members don’t even

read the email. Hence, only 2,000 members opened the link to our digital version of the

Caduceus.

Update Media Kit

First impressions are a must; currently, we are not creating great impressions with

advertisers by providing them with an out-of-date media kit. Granted, we have not explored new

advertisers recently (to our understanding). Moving forward, the undergraduate members and

total chapter size are out of date and understated to what our current figures are: both of these

data are part of what advertisers will want to know. The visual appeal of our media kit is another

area in which we are lacking in comparison with other fraternal publications. Other organizations

such as Sigma Chi offer quick facts and figures sheets that make it easy for advertisers to look at

how much a specific spot and size cost as well as what can and cannot be advertised. In addition

to this, Sigma Chi also provides online advertisement on their website for those who purchase

media in their physical issue. Lastly, with stronger readership data (as suggested previously), we

would be providing more finite figures to provide support to our figures.


Provide Premium Placement Advertisements on Cover

In a recent AdAge article on cover pages, it is demonstrated that some publications are

choosing to sell advertising space on the cover of their magazine. In doing so, the advertisers are

receiving premium placement that gains high impression rates but also allows the publication to

charge a higher rate. Furthermore, advertising competitors are likely to see promotion on the

front cover and feel the need to also purchase advertisement in the publication to

compete. While this sounds radical, it is a new technique that some magazines are trying out to

increase advertising revenue.

Loyalty and Starting Discounts for Advertisers

This strategy will also provide benefits for advertisers that incentivize new and continued

purchase of media space in the Caduceus. It also could provide new advertisers a reason to

purchase longer contracts to get their best ROI by getting more impressions for the lowest

amount, depending on the discounts offered. This strategy serves both the current advertiser as

well as the new advertiser. Currently, PIKE offers a 10% discount to advertisers that pre-pay

contracts for consecutive issues and Sigma Chi also offers start-up and consecutive issue

discounts.

Increase Print Quality and Digital Interactivity

Beta Theta Pi rebranded their entire publication by increasing the quality of each print

issue. Beta outsourced the cover to be designed professionally to make the publication more

visually appealing at first glance, which entices a reader to pick up the publication. They also

require every issue to be at least 67 pages in order for the publication to be bound with a flat

spine, while using glossed paper with heavier stock to improve the quality and feel of the

publication. These features translate over to advertising for multiple reasons: (1) If the Caduceus


is more appealing, more people will read it. More readers increase the number of impressions

and reach of the publications that translates into higher cost to advertise [while still making it

more appealing for advertisers to purchase media]. (2) Higher quality portrays the organization

in a more professional manner. By increasing the quality of print for the Caduceus, we show the

professionalism of our organization. Digital interactivity is similar in nature and aims to improve

the digital experience for the publication. By including audio, video, 3D charts and objects,

zooming, panning, replacement contend, and scrolling regions, we are optimizing the ability of

our digital publishing mediums to create an entire reader experience to become engaged with.

Thus, we are able to further increase the amount of viewers of the Caduceus.

Chapter News Section

Multiple analytic results suggest that chapter news and chapter profiles are the most

read/most-desired content wanted amongst readers. By implementing a program like ATO,

where chapters submit content on a weekly/monthly basis through a web-based publishing

platform such as Wordpress (which we already have), we will be able to recruit content for the

chapter news section, feature stories, and even social media posts more effectively. Submitting

stories is incredibly easy, as each chapter could have a login and simply fill out a custom created

form. On our end, all we would have to do is review the submitted forms and decide what to do

with the content. If the story does require a follow up, the form can require an email and phone

number for submissions and providing us with a point of contact. Implementing such a program

will dramatically aid in streamlining how we create content. By establishing a quick and simple

means to generate content, we will further increase our viewership, making advertising in the

Caduceus more appealing.


Implementing Digital Advertising

Web-based advertising is oftentimes less efficient than print advertising. This is because

most people that use the Internet or digital versions of media are accustomed to being targeted

for advertising and has learned to ignore such advertisements. Hence, digital and web-based

advertising has less resonance with viewers that dramatically decrease product/brand recall. As a

result, we suggest that we do not charge for advertising space on digital and Internet versions of

our Kappa Sigma media platforms. Instead, we should use this digital space to incentivize

purchase of physical media space in the Caduceus. To illustrate, if an advertiser purchases a

quarter page advertisement, they are also given a banner on our website and 1 shout out per issue

on our social media pages free of charge. If the advertiser chooses to purchase a full-page

advertisement, the amount of website advertising space is increased along with the number of

social media shout outs, still of no charge.


Rate Structure Proposal

Fraternity Audience Advertise Cost Full Page

Beta Theta Pi 45,000 $900

PIKE 20,000 $800

Sigma Chi 59,000 $1,428

Alumni/College Publication

Blue and Gold Magazine (Notre Dame) 50,000 $995

Tennessee Alumnus 67,861 $1,600

Texas Aggie 65,005 $3,055

West Point Magazine 48,353 $4,200

Data Mean

Fraternity-Only Mean 41,333 $1,042

College-Only Mean 57,804 $2,462

Total Mean 50,745 $2,652

Suggested Rate Structure

1 Full Page $2,500

1/2 Page $1,500 Charging for 60% of page

1/4 Page $1,000 Charging for 40% of page

1/8 Page $500 Charging for 20% of page

Data & Analytics

Caduceus proposal