Welcome to the C&P, a collaborative initiative between our CRO and Publisher leadership. 

Welcome to the C&P, a collaborative initiative between our CRO and Publisher leadership. Our motivation for launching this newsletter stems from the valuable interactions we've been able to share with our clients. These dialogues have allowed us to delve deeper into our collective vision for the growth of San Antonio. We're dedicated to nurturing its cultural identity while fostering economic development and advancing our clients' businesses. This newsletter serves as an extended platform for us to spend more meaningful time together each month.

CRO Perspective: Our aim is to inform you from our business's  standpoint, offering insights on how to harness our resources to catalyze growth for your business. We'll provide practical strategies and  perspectives that you can leverage to enhance your business's trajectory.

Publisher Perspective: This dialogue represents our audience and editorial accomplishments. We'll share the successes we've achieved together and how the commitments from our advertisers play an  instrumental role in driving community engagement and progress. With both voices united, we look forward to fostering a space where knowledge, ideas, and shared aspirations converge to shape the future of San Antonio. Thank you for joining us on this enriching journey.

CRO Perspective: Maximizing Revenue Strategies for Q4

Global View: As we are out in the market talking with business leaders and leader of organizations, I am often keen to understand their top marketing challenge. One challenge that keeps surfacing, is how to target specific audiences with enough scale to see a measurable result.  Traditional media channels such as newspaper, broadcast TV, radio, and billboard struggle in this capacity due to lack of attribution while digital channels may lack the 1st party audience scale, a challenge that will become greater as privacy laws continue to evolve.  While every marketing challenge warrants a strategy session to craft a specific solution, we recently were able to solve this very challenge utilizing Hearst 1st party data with OTT and display.

Campaign Strategy: We executed an omni-channel campaign in English and Spanish for rural and metropolitan areas in Texas. The goal was to promote a healthcare provider's rehabilitation program, emphasizing accessibility without insurance.

Key Achievements: The campaign achieved remarkable results, including high CTRs, increased local call center activity, and prominent OTT ad visibility. It drove 400 QR scans to the program's website.

Tailored Targeting: We targeted individuals with household incomes under $50,000, decision makers, and created six distinct creatives to connect with different audience archetypes.

Conclusion: This could be the case study of our collaboration. We want to work with you to power a well-executed omni-channel campaign. We have the potential to build your brand a digital marketing campaign that can create positive social impact and build upon community. We are comprised of multiple trusted brands that include digital, traditional media, events, community reach, Hearst extended network, and quality journalism that has shaped the San Antonio community for over 150 years. We can deliver an unmatched market reach for our clients within our trusted brands and extension products that reach any life stage or target, and we help shape client strategy based upon market and audience research. 

Publisher Perspective: Navigating the Evolving Publishing Landscape while Upholding Values

As our business transitions with the 21st century, a discussion arises on the potential threat to the integrity of journalism through financial dependencies. While revenue remains a vital aspect, our approach to developing new content is building with consideration of the reception within San Antonio's community, then on its driving force of small businesses that underpin our local economy. We continue to deliver journalism that holds intrinsic value for the community.

Our endeavors this year have included initiatives such as the SA Lights, spotlighting notable community members who cultivate positive change. These difference makers, although often less recognized than their more famous counterparts, underscore our commitment to highlighting change agents who operate with a purpose beyond notoriety. Similarly, our alignment with next month's San Antonio Startup Week and our program, HearstLab, further underscores our commitment to fostering innovation and enterprise. HearstLab is dedicated to fueling funding opportunities for female-led entrepreneurial ventures—an underserved demographic in the funding landscape. This initiative emanates from New York but has extended its services to our local entrepreneurs, enriching our ecosystem.

In October, we will also hold our Top Workplaces event. Established from a comprehensive survey supplemented by third-party partnerships, the recognized entities are appraised with journalistic integrity and impartiality. The celebratory event, hosted at Topgolf, aims to commend companies that champion employee well-being, community building, diversity, and inclusion. The event and the top businesses will be showcased through our special section written by our incredible Business journalists. Within the ever-evolving job market, our role remains consistent as a source for employment seekers, especially those who may seek to re-enter the job market amidst the current landscape of "regret from the great resignation." Our adaptation to this shift includes the production of a virtual career fair, acknowledging changing dynamics in job searching and employer interactions.

Coverage that is Building Community

An enhanced commitment to high school sports coverage also remains pivotal, coinciding with the San Antonio Express-News Alamo City High School Sports Awards event held annually in June.The creation of the San Antonio Life content hub last year exemplifies our dedication to newcomers, offering them essential insights as they integrate into our city's fabric. Responding to growing audience preferences, we will continue expanding the San Antonio Life brand to provide immersive content that facilitates insider experiences.

We have built an entire team dedicated to Texas weather. Delivering more than just daily weather updates, we now feature a data-driven experience rooted in credibility. Notably, we've welcomed Anthony Franz, an esteemed meteorologist who values the authenticity of newspaper journalism in delivering accurate information. Our Hearst magazines have garnered fervent reception in neighboring markets, extending to the Hill Country and Austin. Leveraging our Hearst 1st party data, we seek to augment content delivery for these audiences, ensuring meaningful engagement. Our mission for San Antonio is to provide a 360-degree perspective on how our brand bolsters the community. Recognizing the vital need for comprehensive coverage of matters dear to our readers, we've aligned our business and advertising strategies to amplify this commitment. 

IN NEXT MONTH'S C&P WE'LL INTRODUCE OUR PODCAST