NEJM & JW Online February 6, 2009

Our challenges may be new

The instruments with which we meet them may be new

But those values upon which our success depends

These things are old

These things are true

NEJM Then …

User Databases Text Supplements Slide Shows Audio Video Metadata NEJM Now …

Audience Segments Program Portfolio Business Requirements Physicians Authors Reviewers Residents Specialty Practice Setting Country Librarians Researchers Demographics Media Nurse/PA NEJM Articles Videos CME Blogs Community My NEJM Podcasts YouTube Specialty Targeting News E-Alerts Order forms Search Mobile Market Research Circulation Institutions Advertising Brand Teaching Students Analytics Beta Community Facebook iPhone Kindle JW

Manage a Portfolio Not a Product

This Means Both Content AND Customers

What Advertisers Want

–Targeting –Measurable performance –Integration in their marketing mix –Creative opportunities ROS advertising (banners, towers, etc.) Sponsorships Multimedia –A Program of Solutions (not just impressions) What Advertisers Want

–Customer Data –Analytics –Targeting –Passive and Active Authentication –A Portfolio of Content and Services Onsite Alerts What That Means for Publishers

NEJM.org Audience PCPs = FMs + IMs + GP 46% PCPs = FMs + IMs + GP 46%

NEJM.org Audience Years in Practice

NEJM.org Activity 700,000 uniques/month, US 8 million pageviews/month, US Average user session: 5 min, 37 sec Average pageviews/visitor: 6 48% of visitors return within 30 days Ongoing SEO efforts Audience: Print subs activated online Online-only subs Academic, Hospital/ Institution and Corporate site license users Registered users & others

NEJM.org Advertising # 1 medical journal website (Nielsen/Manhattan) Roadblocks and some rich media accepted

NEJM.org : Targeting by Content Type The TOPIC COLLECTIONS link from the homepage to targeted content

NEJM Weekly eTOC Sponsorship Physicians stay connected to what is new and important in medical research and clinical practice A weekly opt-in newsletter covering new content published that week Broadcast on Wednesdays at 5:00 PM EST to over 315,000 US MDs and HCPs Exclusive weekly sponsorship Display or text ad #4 most frequently read e-newsletter for professional purposes (Manhattan Research ePharma Physician® v8.0)

NEJM Weekly eTOC Sponsorship Physicians stay connected to what is new and important in medical research and clinical practice A weekly opt-in newsletter covering new content published that week Broadcast on Wednesdays at 5:00 PM EST to over 315,000 US MDs and HCPs Exclusive weekly sponsorship Display or text ad Open Rate: 20% MDs-only Open Rate: 27% Content CTR: 43% MDs-only Content CTR: 46% #4 most frequently read e-newsletter for professional purposes (Manhattan Research ePharma Physician® v8.0)

NEJM Audio Summary Podcast Sponsorship For the savvy, connected physician 10-second “pre-roll” on audio summary of weekly edition Pre-roll is embedded in: –All plays using NEJM player (avg. 21,000/month) –All MP3 downloads (avg. 56,000/month) –All podcast downloads (avg. 53,000/month) –Total monthly downloads, plays = 130,000 avg. Bonus banner ad impressions to player page Sponsorship package NEJM.org Interactive Sponsorships #3 most useful podcast for professional purposes -- and the only journal cited (Manhattan Research ePharma Physician® v8.0)

NEJM Image Challenge Sponsorship Popular gaming feature; physicians use it to test diagnostic and visual skills 3rd most popular section on site (after homepage and search) High engagement: 2.2 million user responses per year Exclusive leaderboard position on Image Challenge Section, 50,000 impressions Package includes 50,000 ROS impressions Image Challenge package NEJM.org Interactive Sponsorships

Videos in Clinical Medicine Sponsorship Popular learning tool Exclusive leaderboard on video summary and download options pages (avg. 20,000 impressions/month) Package includes 50,000 ROS impressions Sponsorship package NEJM.org Interactive Sponsorships

JWatch.org Advertising Target ads to 33 specialty and disease-oriented sections 250,000 uniques/ month US 1 million pageviews/month US

Target by specialty-based content—12 Specialty Groups Groups include weekly eTOCs and monthly topic alert s Exclusive monthly sponsorship (first-come, first-serve) with leaderboard ad All recipients are opted-in, offering an engaged audience Journal Watch Targeted Groups

12 Journal Watch GroupsMonthly Sends Cardiology132,000 General Medicine360,000 Infectious Diseases86,000 Pediatric & Adolescent Medicine81,000 Psychiatry73,000 Neurology68,000 Gastroenterology63,000 Emergency Medicine58,000 Women’s Health109,000 Oncology/Hematology43,000 Dermatology36,000 HIV/AIDS29,000 Journal Watch Advertising Groups

The last 24 hours of medical news in the first 3 minutes of their day, sent by 7am EST Monday - Friday Features 3-5 clinically-focused briefs by 9-member physician editorial board covering: medical journals government agencies scientific conferences major news outlets Average open rate of 30% Weekly buy includes: 50% SOV per 275,000 sends 55,000 US opted-in HCPs Physician’s First Watch

What About Social Media?

Zuckerberg ’ s Law

Next year people will share twice as much information as they share this year, and [the] next year, they will be sharing twice as much as they did the year before.

Thank You!

Thank You