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Press ReleaseCollege Publisher and Ohio State University's "The Lantern" Prove Effectiveness of Subscription Model for Online Publishers and AdvertisersNewspaper reaches critical benchmark with online subscribers surpassing print circulation.BOSTON, MA, Oct. 2, 2002 -- College Publisher Inc., the leading provider of technology and marketing services in the college media market, announced today the latest results of its innovative subscription model implemented with Ohio State University's The Lantern, (www.thelantern.com) as well most other schools in its network comprising more than 200 college newspapers nationwide. One of College Publisher's largest student newspaper partners, Ohio State University's The Lantern, serving a student population of 50,000, implemented the subscription model in January 2002. Since then the online edition has experienced spectacular results. In fact, The Lantern will be the first college newspaper to have its daily online subscribers surpass its daily print circulation - a critical benchmark in online publishing. "Since we adopted this new approach for our online publication, we've experienced more than a 100% increase in average monthly page views. In fact, at the height of our publishing cycle combined monthly page views and emails served reached 1,000,000," said Ray Catalino, Business Manager, The Lantern. The subscription model operates much like the New York Times' online service, whereby site visitors must register to gain full access to the college newspaper's site. Once registered, site visitors may access articles, community forums, campus special event information, movie listings, scholarship search engine and much more. The newspaper also sends HTML emails with the latest headline news, weather, personalized horoscopes and a campus calendar to all online subscribers. The email edition has proven to be a critical publishing tool for driving reader engagement and additional site traffic for many newspapers. "This milestone is a noteworthy trend in the media habits of the coveted 18-24 year-old demographic. Advertisers have long been aware that college newspapers are the most relevant and widely read media source of college students. Now advertisers have access to a verified subscriber base that will enable them to further target their advertising message and engage college students and alumni," said John Fees, Chief Executive Officer, College Publisher. While research indicates that television and magazine readership continues to decline in this demographic, 90% of college students read their college newspaper. Fees continued, "this generation of readers are sophisticated consumers of news and advertising. Ohio State University's example demonstrates that this generation of newspaper readers will seek out their news in multiple formats including print, online and email." "Given the rapid subscriber growth across the College Publisher Network, many more colleges will soon cross this critical threshold providing advertisers greater capacity to target and reach the college market. The potential for interactive, broadband enabled promotions have never been greater and The Lantern is the first of many newspapers whose readers will benefit from this new media channel," said Fees. About College Publisher College Publisher, offers a powerful interactive media platform including complete media placement services, customized interactive promotions, online newspaper channel sponsorships, email marketing programs and integrated marketing campaigns to advertisers interested in reaching 15 million annual college students and over $100 Billion in consumer spending. College Publisher provides the publishing technology that enables the online and email editions of university newspapers through an advanced web-based publishing and editorial management engine. As the official interactive agency for this network of newspapers, College Publisher is the most efficient channel for clients to design and deploy integrated marketing programs targeting the 18-24 year old college student demographic. For more information, contact John Fees, tel 617 248 9880 ext.203 or email jfees@collegepublisher.com |
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