Transcript Mark Roggen-Mastering Print Distribution with New Technologies

40th Annual Conference
Scottsdale, AZ - May 3-6, 2014
Association of Alternate Postal Systems
Mastering Print Distribution
with New Technologies in a
Targeted Multi Product World
The Story of Coastal Media Group
- A Hypothetical Case Study -
Mark N. Roggen
(See contact information on Last slide)
40th Annual Conference
Presentation Agenda
- The Changing Home Delivery Landscape
- Coastal Media Group – Print Distribution Profile
- Current Distribution Challenges and New Technology Solutions
 New Revenue Generation
 Distribution Cost Reduction
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Managing Subscriber and Address Data
Route Management
Carrier Performance
Complaint Management and Delivery Verification
Delivery Contractor Paperwork
- Addressing Common Distribution Issues with New Technology
 Late Truck
 Carrier No-Show
 Lost Revenue Opportunity
- Conclusion
 Summary of Print Distribution Solutions with New Technology
 Open Discussion
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The Changing Home Delivery Landscape
Multiple Targeted Products with Variable Delivery Frequencies have driven
the need for Sophisticated Route Management Tools.
1. Diminishing market densities for printed newspapers have resulted in increased
distribution of alternate home delivery advertising vehicles in the form of targeted
niche publications, zoned shoppers, and a wide variety of TMC and market
saturation products.
2. To fill out shrinking delivery routes, many metro newspapers have initiated
partnership programs, providing home delivery services within their markets for
neighboring publishers and national papers.
3. This increased mix of home delivery products with variable delivery frequencies has
significantly increased the complexity of maintaining accurate on-time delivery and
economic route structures.
4. As a means of managing this complex delivery environment, software and service
vendors are providing sophisticated route management solutions, which optimize
delivery network structure and aggregate complex delivery data into a single set of
routebooks and reports.
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Technology and the Internet
There is a wide range of Distribution Technology Vendors offering
sophisticated Desktop and Cloud Based Systems :
–
Desktop Systems
are applications which run on stand alone in-house computers
operated by company personnel, where operator skill levels,
software updates, and database management are the
responsibility of the user company.
–
Cloud Based Software and Service Packages (SaaS)
provide an alternate software delivery mode in which the software
and associated data services are centrally hosted on the Internet
by software vendors and application service providers. These
companies offer expert operators to run the programs, automatic
updates, and data management and scrubbing services.
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The New Technology Menu
Areas Being Addressed by New Distribution Technology Include:
•
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Management of Subscriber and Address Data
Delivery Route Management
Measurement of Carrier Performance
Complaint Management and Delivery Verification
e-Contracting for Delivery Service Providers
In this presentation we will use the story of Costal Media Group, a
fictitious publishing company, to review specific print distribution
challenges, and see how they can be successfully addressed
with available new technology.
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Coastal Media Group: Print Distribution Profile
• 7 Day Newspaper: The Daily Tide
– 65,000 Monday – Sat
– 90,000 Sunday
• Weekly Magazine: The Coastliner
– 40,000 Wednesday
• TMC Product: The Beachcomber
– * Currently Being Launched
(Potentially 80,000 on Thursday)
• Alternate Publications:
– * Currently Talking With
Two National Pubs 28,000 (7-Day Avg.)
One Regional Pub 5,500 (Mon – Sat)
-------------------------------------------------------------
• Current Delivery Force is 100% Contract Carriers
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Current Revenue Generation Challenges
“We need to generate
more revenue within our
distribution footprint.”
“How can we say yes
to more alternate
delivery opportunities?”
“We need to
improve our service
and add custom
delivery options.”
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Current Distribution Challenges
•
Our legacy systems were not
built to handle multi-pubs &
alternate products
•
Any custom distribution requires
a massive manual effort
•
TMC opportunities in our market
aren’t being realized to their
fullest potential
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Generating Added Print Revenue
with New Technology

Facilitate new revenue growth by
enabling efficient multi-pub/
variable frequency distribution

Aggregate data from multiple
products into a single routebook
and a customized set of service
reports

Improve delivery service by
integrating carrier mail and
complaints management into
carrier routebooks
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Multiple Pubs
with
Variable Delivery
Frequencies
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Generating Added Print Revenue
with New Technology

Enable implementation of custom
distribution options including:
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Sub-ZIP and Micro Zoning
Alternate/Variable Frequency Delivery
TMC Deliveries
Next Day Starts
Bonus Days
New Order Premiums
Loyalty Programs
Sampling
Vacation Holds
Custom
Distribution
Options
* Items listed in red generate new revenue streams
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Distribution Cost Reduction Challenges
“Our current delivery
routes are out-of-date
and inefficient.”
“We need to consolidate
carrier routes and
cut distribution costs.”
“With reduced budgets
and limited staff, route
restructuring may be
out of our reach.”
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Distribution Cost Reduction with New Technology

Utilizing Routing Software with On-Screen Mapping, one-time and routine route
restructuring and optimization are straight forward and cost effective.

Efficient new carrier and bulk delivery routes which reduce distribution costs and
improve zoning accuracy can be created and implemented.
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Distribution Cost Reduction with New Technology

Increase Situational Awareness with On-Screen Mapping:
- Viewing a Single Route - Viewing Multiple Routes ROGGEN MANAGEMENT CONSULTANTS, INC.
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Challenges Managing Subscriber and Address Data
“How can we do a
better job resolving
new start and address
related complaints?”
“Maintaining current
subscriber and address
data is tedious and
time-consuming.”
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Challenges Managing Subscriber and Address Data
•
Subscriber and address data from
multiple pubs and distribution lists is
hard to reconcile and manage
•
Dealing with invalid and non-routable
addresses is a time consuming pain
•
Integrating subscriber and address lists
for new pubs and targeted ad delivery
onto existing routes takes lots of time
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Managing Address Data with New Technology

The definition of Geocode is to determine the
latitude and longitude coordinates for a street
address or other location

Most Routing Software Systems include the
capability to geocode addresses for subscribers
and targeted advertising drops

Coordinates for non-traditional drop locations
can be determined interactively using on-screen
mapping

The ability to geocode new addresses allows for
quick integration of new subscribers and
advertising drops onto existing routes
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Current Route Management Challenges
“I wish my circulation
management system
allowed more route
flexibility.”
“We need to make
our delivery routes
more efficient.”
“Our manual
route changes
don’t always yield
good results.”
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Current Route Management Challenges
•
Analyzing route data, capacity
and costs is challenging
•
Updating and optimizing routes
manually is labor intensive and
not always effective
•
Implementing new routes disrupts
service and carrier performance
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Route Management Solutions with New Technology

Enhance existing circulation
systems with added logistic
and data management
functions

Test new ‘what-if’ scenarios
offline when evaluating
different routing scenarios

Perform and implement
quick optimized route
adjustments
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Route Management Solutions with New Technology

Provide aggregated data and
delivery information for multiple
pubs and advertising products in
a single routebook with turn-byturn directions

Remotely update and integrate
delivery and complaint data for
carriers on hand held devices

Enable easy addition of new
products, routes and targeted
drops in your delivery network
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Current Carrier Performance Challenges
“I wish we had better
tools for managing
carrier performance.”
“How can we get a
better handle on
home delivery route
capacity?”
“I wish I had a better
and faster way to
contact my carriers.”
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Current Carrier Performance Challenges
• Multiple delivery lists and
routebooks are cumbersome
• Multiple service reports and
complaint codes are confusing
• Actual route capacity is often
difficult to determine
• Direct communication with
carriers is limited
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Carrier Performance Solutions with New Technology

Aggregated pubs can be listed
by subscriber in one simplified
routebook with turn-by-turn
directions

Carrier routebooks are available to
be printed or viewed via internet
web portal in the distribution
centers and handheld mobile
devices in the field

Carriers can set the delivery
sequence for their routes
independently within the system
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Carrier Performance Solutions with New Technology

On most web based systems,
complaints can viewed as soon
as they are submitted

Routing changes can be made
on the fly to handle the
unexpected

Utilization of automated routing
software simplifies the route
optimization process
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Challenges with Complaint Management
and Delivery Verification
“I wish resolving
subscribers complaints
wasn’t so tedious.”
“How can we react
more quickly to
complaints?”
“What’s the best
method for verifying
delivery of our new
TMC product?”
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Complaint Management Challenges
•
Different rules and different
complaint codes from different
pubs and advertisers cause
confusion
•
Manually compiling complaint
data delays recovery response to
subscribers
•
New start, repeat and escalated
complaint follow-up takes too
much time.
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Complaint Management Solutions with New Technology
 Carriers can receive a single consolidated complaint reports
for multiple publications delivered on their routes
 Utilization of mobile devices allows complaint information to
be communicated to the carrier as soon as it is entered in
the system
 Utilizing geo-data, the closest recovery driver can be
identified for re-deliveries
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Complaint Management Solutions
with New Technology
 Complaints, new starts, and
address changes can be
clearly summarized on
carrier mobile devices
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Complaint Management Solutions with New Technology
 Subscriber address labels can be printed to
flag missed starts and escalated complaints:
– Communicate detailed delivery instructions
to carriers
– Identify VIP subscribers
– Simplify apartment and commercial
deliveries
– Improve delivery service and show
subscribers that you are addressing
their complaints
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Delivery Verification Solutions with New Technology
 Verify accurate and timely ad delivery
with GPS position reporting and
photo capture
– Assure that carriers and drivers adhere to
their assigned routes with real time GPS
position reports
– Confirm on-time delivery service with time
stamped photo capture at key locations
– Provide required delivery verification for
TMC, Sunday Select, magazines and
Advertising Flyers
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Delivery Contractor Paperwork Challenges
“I wish the contracting
paperwork was easier
on everyone.”
“I worry that our carrier
paperwork is complete
and compliant.”
“I wish contract
updates weren’t so
time consuming”
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Delivery Contractor Paperwork Challenges
•
Maintaining accurate and
complete paperwork is critical
•
Document organization at
multiple locations is unwieldy
and often not standardized
•
Storing and retrieving paper
documents is labor intensive
•
Keeping documents current drains
time and effort from the operation
•
Maintaining carrier privacy is
challenging in a paper-intensive
environment
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e-Contracting Solutions with New Technology
 Ensure that contractor documents are
in compliance with local, state, and
federal regulations
 Generate a complete contracting
package of “e-Paperwork”
 Create standardized e-Contract
templates which assure proper legal
phraseology
 Enable remote contract execution via
e-Signature
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e-Contracting Solutions with New Technology
 Create a single web-based repository
from which all contractor documents are
easily searchable
 Eliminate file cabinets and lost paperwork
 Allow for centralized contract template
updates
 Simplify onboarding of carriers
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Benefits of e-Contracting with New Technology
 Improves document
compliance and
accuracy
 Reduces legal risks
 Reduces workload for
both contractors and
managers
 Saves time and money
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How New Technology
Addresses Common
Distribution Issues
1. Late Truck
2. Carrier No-Show
3. Lost Revenue Opportunity
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Issue #1
Late Truck
Due to production problems the truck
carrying the Coastliner weekly arrives
very late at the distribution center.
Without New Technology:
“Not Again!!”
- Log into the circulation system
- Print an “alpha” delivery list
- Divide the list into four parts
- Dispatch four carriers to deliver
the Coastliner from the “alpha”
delivery lists.
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Issue #1
Late Truck
With New Technology:
- Coastal finds four carriers willing
to come back to deliver the
papers after the truck arrives.
- Using Route Management
Software, the Coastliner is
removed from the normal route
lists, and four Coastliner-ONLY
routebooks are created with
fully optimized turn-by-turn
directions for the late delivery.
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Issue #2
Carrier No-Show
Two Carriers do not to show up for their daily paper deliveries.
Without New Technology:
The Distribution Manager selects two employee utility drivers, assembles
the required publications, and reassigns the missing carriers’ routes.
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Issue #2
Carrier No-Show
With New Technology:
Utilizing Route Management Software, the subscriber lists from the two missing
carriers can be re-routed onto four adjacent routes with carriers.
Routebooks are automatically updated on the carriers’ mobile devices, and
compensation is updated to reflect the added route assignments.
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Issue #3
Lost Revenue Opportunity
A large advertiser asks Costal Media to distribute a
package with targeted sub-ZIP zoning.
Without New Technology:
- Coastal Media has to say:
“Sorry, we can only go to the ZIP code level.”
- In order to fulfill this request, Coastal would have
to manually distribute the package to carriers
with instruction to deliver to selected subscribers and
non-subscribers who are not currently on their route list.
Additionally, carrier compensation would have to
be manually adjusted.
- Ensuring the right carrier gets the right zoned product
would be difficult and cumbersome, and the resulting
costs would be too high for Coastal to efficiently
distribute the package.
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Issue #3
‘Found’ Revenue Opportunity
Re-Zoning Existing Delivery Routes
With New Technology:
1. Coastal Media commits to future micro zoning.
2. New sub-ZIP zoning boundaries are established by
Coastal Advertising Managers.
3. Utilizing Route Management Software, Coastal
Distribution Managers create new carrier delivery
routes to assure sub-ZIP zoning accuracy.
4. New carrier routebooks are created for the new
micro zoned routes with turn-by-turn directions.
5. Coastal Media begins realizing new revenue
opportunities by accepting micro zoned
advertising packages.
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Conclusion
- Summary of Print Distribution Technology Solutions -
- Open Discussion -
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Summary of Print Distribution Solutions with New Technology
Route
Management
Subscriber
and Address
Management
Delivery
Performance
Management
Generate
Performance
Reports
Integrate
Custom
Delivery
Orders
New
Technology
Solutions
Update Active
Subscriber and
Address Lists
Track
Carrier Costs
& Payments
Generate
Delivery
Routes
Resolve
Customer
Complaints
Improve Carrier Efficiency & Delivery
Verification with Mobile Devices
----------------
Simplify Management of Carrier
Paperwork with e-Contracting
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40th Annual Conference
- Open Discussion - The Changing Home Delivery Landscape
- Coastal Media Group – Print Distribution Profile
- Current Distribution Challenges and New Technology Solutions
 New Revenue Generation
 Distribution Cost Reduction
 Managing Subscriber and Address Data




Route Management
Carrier Performance
Complaint Management and Delivery Verification
Delivery Contractor Paperwork
- Addressing Common Distribution Issues with New Technology
 Late Truck
 Carrier No-Show
 Lost Revenue Opportunity
- Conclusion
 Summary of Print Distribution Solutions with New Technology
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40th Annual Conference
For more information or
a copy of this presentation
please contact:
Mark Roggen
at
- (800) 676-4436 [email protected]
Thank you
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