Profile: EW Scripps Co (SSP)
22 May 2013
The E. W. Scripps Company (Scripps), incorporated on December 1, 1987, is a media enterprise with interests in television stations, newspapers, and digital local media sites. The Company's segments include television, newspapers, print advertising, digital advertising and syndication and other. The Company’s portfolio of locally focused media properties includes: 19 TV stations (ten ABC affiliates, three NBC affiliates, one independent and five Azteca affiliates); daily and community newspapers in 13 markets and the Washington, D.C.-based Scripps Media Center, home of the Scripps Howard News Service; and United Media, a syndicator of select news features and comics.On December 30, 2011, it acquired the television station group owned by McGraw-Hill Broadcasting Company, Inc.
The Company’s television station group reaches approximately 13% of the nation’s households, and includes ten ABC affiliates, three NBC affiliates, one independent station and five Azteca affiliates. The Company produces news and information content that informs and engages local and national communities. it distribute its content to four platforms; broadcast, online, smartphones and tablet. It is the Company's objective to develop content and applications designed to enhance the user experience on each of those platforms. Its digital sites offer comprehensive local news and information and user-generated content. It continues to enhance its online and digital services, using features, such as long-form text articles, in addition to streaming video and audio, to deliver its news and information content. Many of its journalists routinely produce videos for consumption through itsdigital platforms and use an array of social media sites such as Facebook, YouTube and Twitter to communicate with and build its audiences. It has embraced mobile technology by offering its products on e-readers as well as apps available on both the Apple and Android platforms.
The Company sells advertising to local, national and political customers. The sale of local, national and political commercial spots accounted for more than 89% of the television segment’s revenues in 2012.Its television stations compete for advertising revenues with other sources of local media, including competitors’ television stations in the same markets, radio stations, cable television systems, newspapers, digital platforms and direct mail. It also sells advertising across all of its digital platforms. Digital advertising provided approximately 3% of its television segment operating revenues in 2012. Digital advertising includes fixed duration campaigns whereby for a fee a banner, text or other advertisement appears for a specified period of time; impression-based campaigns where the fee is based upon the number of times the advertisement appears in digital pages viewed by a user; and click-through based campaigns where the fee is based upon the number of users who click on an advertisement and are directed to the advertisers’ Web site.
It produces content that informs and engages local communities. It distributes its content primarily to four platforms: print, online, smartphone and tablet. It is its objective to develop content and applications designed to enhance the user experience on each of those platforms.Its newspapers derive revenue by selling marketing and advertising services to businesses in its markets and its news and information content to subscribers. Its range of products and audience reach give them the ability to deliver the specific audiences desired by its advertisers. While many advertisers want the broad reach delivered by its daily newspaper, others want to target their message by demography, geography, buying habits or consumer behavior. It develops advertising campaigns that utilize products within its portfolio to reach the advertisers' targeted audience with the appropriate frequency.
It sells advertising based upon audience size, demographics, price and effectiveness. Advertising rates and revenues vary among its newspapers depending on circulation, type of advertising, local market conditions and competition. Each of its newspapers operates in competitive local media marketplaces, where advertisers and media consumers can choose from a wide range of alternatives, including other news publications, radio, broadcast and cable television, magazines, Internet sites, outdoor advertising, directories and direct-mail products.
Print advertising provided approximately 60% of newspaper segment operating revenues in 2012. Print advertising includes Run-of-Press (ROP) advertising, preprinted inserts, advertising in niche publications, and direct mail. Advertisements, located throughout the newspaper, include local, classified and national advertising. Local advertising refers to any advertising purchased by in-market advertisers that is not included in the paper’s classified section. Classified advertising includes all auto, real estate and help-wanted advertising and other ads listed together in sequence by the nature of the ads. National advertising includes advertising purchased by businesses outside its local market. National advertisers typically procure advertising from numerous newspapers using advertising agency buying services. Preprinted inserts are stand-alone, multi-page circulars inserted into and distributed with the daily newspaper, niche publications and shared mail products.
The Comnpany’s Digital advertising provided approximately 7% of its newspaper segment operating revenues in 2012. It also utilizes a variety of audience-extension programs to enhance the reach of itsWeb sites and garner a larger share of local ad dollars that are spent online.It is a member of newspaper consortium that partners with Yahoo! in an advertising and content sharing arrangement that increases its access to local Web-focused advertising dollars. Its digital group will support the expansion of its digital sales force in many of its markets. It delivers its news and content on four platforms: print, online, smartphones and tablets. Approximately 29% of its total revenue comes from readers who pay them to receive a printed newspaper. It prints product may be delivered directly to subscribers (home delivery) or purchased from a retail store or vending machine (single copy). Home delivery copies account for more than 80% of its total daily revenues.
Syndication and Other
Syndication and other primarily include syndication of news features and comics. Under the trade name United Media, it distributes news columns, comics and other features for the newspaper industry. Newspapers typically pay a weekly fee for their use of the features. It is focused on providing syndication services for the news features and comics of United Media. Universal provides editorial and production services, sales and marketing, sales support and customer service, and distribution and fulfillment for all the news features and comics of United Media.
EW Scripps Co
2800 Scripps Center, 312 Walnut
CINCINNATI OH 45202