Orlando Sentinel Media Kit

media kit
orlando sentinel brand
WE ARE THE ORLANDO SENTINEL MEDIA GROUP
For 140 years we’ve helped businesses large and small
connect with their target customers in the Orlando market.
Orlando Sentinel strives to deliver trustworthy, balanced and local information to
our growing community. Leading with a content-first approach, we’ve continued
to evolve to meet the changing demands of our partners and readers. As a result,
we are able to provide strategic multimedia campaigns designed to complement
pre-existing investments, and help businesses achieve their objectives. Working
together as partners, we can identify cost-effective solutions that engage qualified
audiences and increase your potential return on investment.
Orlando Sentinel Media Group’s growth and success across print, digital, mobile
and social platforms is proof that we understand how to help businesses excel in
the media industry.
how we can deliver
A PROVEN APPROACH
As the largest multimedia company in Central Florida, we know our business. Our experts
take a consultative approach to advertising and specialize in crafting customized solutions
designed for your needs.
MARKETPLACE KNOWLEDGE
We know the market because we live here. Every market has it’s quirks and nuances and
we’re here to help you through it. We understand Central Florida consumers and what it
takes to reach them.
MEDIA WITH IMPACT
We’re a multimedia company and continue to diversify our portfolio to allow you to reach
anyone, anywhere, at anytime.
BUSINESS SERVICES
Our full range of services takes your advertising to the ultimate level. We continue to invest
in the best resources to help guide and evaluate your campaigns to ensure success.
RESULTS
We have a proven track record of helping clients achieve their goals.
central florida
Orlando DMA
OS Primary Market
Orlando CBSA
RESIDENTS
TOURISTS
BUSINESSES
The Orlando DMA is
home to more than
The most visited U.S.
destination, Orlando
welcomed 66 million
visitors in 2015 – first to
surpass 60 million visitors.
Orlando is a professional
community with
4 million people,
making it the 19th
largest DMA in the U.S.
Source: Nielsen 2016; Visit Orlando, 2016; Hoovers, March 2016.
more than 288,000
small, medium and
large businesses.
an appealing market
A GROWING MARKET
Nearly 1.6 million households
Average household income is $66,400
19th largest DMA market in the nation
Building permits increased by 41% year-over-year, which is
seven times greater than the national average
Orlando is the 7th most popular city in the nation that people
are moving to
Central Florida’s population grew twice as fast as the national
average since 2010
A YOUNG, WORKING MARKET
Orlando Metro’s median age is 38
Just 14% of the Metro population is 65+
Unemployment rate is 4.7% – lower than Florida and the U.S.
Orlando has the nation's largest cluster of computer modeling,
simulation and training companies
According to Inc. magazine, Orlando is a hot spot for job
growth with companies having less than 100 employees
University of Central Florida is the 2nd largest university in the
nation for total enrollment
A DIVERSE AUDIENCE
Orange and Osceola counties are "majority-minority“ counties,
meaning no single racial or ethnic group constitutes a majority
29% of Orlando’s Metro population is Hispanic; 22% in the
Orlando DMA
By 2021, Hispanics will make up nearly one-third of the
Orlando Metro population
Forbes named Orlando as one of the best cities for minority
entrepreneurs and #7 in the nation for African-American
economic success
Source: Nielsen 2016; National Association of Homebuilders ; Forbes, October 2015; U.S.
Bureau of Labor Statistics, March 2016; Orlando Economic Development Commission,
orlandoedc.com 2016.
getting to know us
Millennials
Hispanics
Professionals
A mobile audience, leading
the market with more than
4 out of 5 adults accessing
Internet through their phone.
Nearly 1 in 3 Orlando Metro
adults are Hispanic. They are
projected to grow 19% by 2021 –
a rate twice as fast as the U.S.
63% of Orlando Metro
workers are in white collar
occupations – more than
the U.S. as a whole.
Baby Boomers
Tourists
Students
The largest age generation,
making up more than onethird of the Orlando DMA
adult population.
Orlando is the most visited
U.S. destination and is the
first area to surpass
60 million visitors.
With more disposable
income than most; word
of mouth, digital and inperson experiences are key.
Teens
Affluents
Families
These digital natives never
knew a world without
Internet, meaning they get
their information and
entertainment all online!
These consumers are active
early adopters who are on
the go, multitasking between
devices and reliant on
peer/online reviews.
The majority of parents
with kids in the HH are
ages 30-49 and they’re
15% more likely to have a
HHI of $100,000+.
Source: Nielsen 2016; Scarborough Research 2016, R1. Orlando DMA;
Visit Orlando.
media value
Technology has drastically changed our lives, shifting and evolving how we learn, interact and
communicate. While we continue to embrace different ways to access information, our need and
desire for news and content has remained unchanged.
NEWSPAPER
Half of Central Florida adults
read a newspaper in the past
week. This continues to be an
effective mass reach strategy.
ONLINE
Similar to the U.S., almost all
(96%) Central Florida households
have a computer, and 9 out of 10
access the Internet.
DIRECT MAIL
Over half of Central Florida
adults bought merchandise
or services in the past 12
months as a result of
receiving ads in the mail.
MOBILE
Since 2012, the number of
Central Floridians with
smartphones in the household
has more than doubled – tablet
owners more than quadrupled.
Each platform provides an opportunity to
interact and engage with consumers.
Are you reaching your
best audience?
Source: Scarborough Research 2016, R1; Orlando DMA.
EVENTS
Connect with communities
and build engagement –
More than 2 million Central
Florida adults attended a
local event in the past year.
mass reach
orlando sentinel
ORLANDO SENTINEL
Newspaper, Online, Mobile
The #1
local newspaper and news site
in the Orlando Metro with nearly 1 million
weekly readers*
AUDIENCE PROFILE
Orlando Sentinel Print & Digital Readers*
Median Age
Adults Ages 25-54
Median HHI
Homeowners
51
48%
$48,800
65%
% Composition
Index
College Grad or Higher
30%
126
HHI $75,000+
32%
122
Married
48%
98
HH with Children
32%
113
Own Smartphone
79%
103
Own Tablet
57%
102
*Read Orlando Sentinel in print or online in the past 7 days.
Source: Scarborough Research 2016, R1. Note: Total readership based
on Orlando + Tampa markets. Demographics based on Orlando DMA.
mass reach audience
PRINT
Orlando Sentinel is great for
reaching adults ages 40+
DIGITAL
OrlandoSentinel.com is great
for reaching adults ages 25-54
ORLANDO SENTINEL
ORLANDOSENTINEL.COM
Average Issue Audience
Daily Readership: 339,600
Sunday Readership: 638,300
Average Monthly Audience
Unique Visitors: 4.9 Million
Page Views: 22.4 Million
MOBILE APPS
Our mobile apps are great for
reaching young adults 18-34
IPAD APP
Our tablet app is great for
reaching young adults 18-34
ORLANDO SENTINEL IPHONE APP
IPAD APP
Average Monthly Audience
Unique Visitors: 21,800
Page Views: 2.2 Million
Average Monthly Audience
Unique Visitors: 10,100
Page Views: 1 Million
ORLANDO SENTINEL ANDROID APP
Average Monthly Audience
Unique Visitors: 6,900
Page Views: 546,400
Source: Scarborough Research 2016, R1, Read Orlando Sentinel in print in the past 7 days,
Total Orlando adults (Orlando + Tampa markets); SiteCatalyst May 2015 – April 2016.
mass reach network
TRIBUNE PUBLISHING
Online, Mobile
EXTENDED REACH
Maximize your advertising with a
cost-effective solution that reaches a
broad audience across our network
of high volume national sites.
This is a cost effective branding
solution for businesses that want
their message to reach a variety of
consumers across the web.
NETWORK OPTIONS
Premium News
Mobile & Tablet
YouTube & Video Network
Streaming Audio
Site Retargeting
Facebook
targeting
strategies
target county zones
COUNTY ZONED SECTIONS
Newspaper, Online, Mobile
Orlando Sentinel produces localized content for Lake, Orange, Osceola, Seminole and Volusia counties.
Each community-oriented section features area activities, events and more, along with relevant news.
Print Distribution by Zone
Lake Sentinel
M
T
W
X
TH
F
S
X
X
X
SU Readership
X
77,600 Lake area readers*
Orange Extra
X
X
373,900 Orange County readers*
Osceola Extra
X
X
116,900 Osceola/Polk County readers**
Seminole Extra
X
X
148,200 Seminole County readers*
Volusia Extra
X
X
54,100 Volusia County readers*
Average Monthly Traffic by County Channel
Page Views
Unique Visitors
267,900
152,700
Orange County
36,600
21,400
Osceola County
19,200
10,200
Seminole County
21,700
13,200
Volusia County
3,400
1,800
Lake County
Source: Scarborough Research 2016, R1. *Past 7 day readership of the Orlando Sentinel;
**Total Orlando adults (Orlando + Tampa Markets); SiteCatalyst May 2015 – April 2016.
target with preprints
PREPRINTS
Newspaper
SUBSCRIBERS
Reach nearly
9 out of 10*
households
every week with our subscriber
and non-subscriber products
NON- SUBSCRIBERS
Total Market Coverage (TMC)
Sunday Select
Sentinel Express/What’s The Deal Orlando
Thursdays
566,626 household distribution
2 publications home delivered and mailed
Go Shopping Orlando
Sundays
139,278 household distribution
Neighbors of subscribers and opt-in households
Select Market Coverage (SMC)
El Sentinel
What’s The Deal Orlando
Thursdays
286,251 select household distribution
Distributed in key advertiser zip codes
*Circulation figures may fluctuate.
Source: Orlando Sentinel Adit Distribution, Effective May 1, 2016.
Hispanic-Language Publication
Saturdays
148,494 total distribution
Home delivered and stocked on racks
target with high impact
HIGH IMPACT TARGETING
Newspaper
HIGH IMPACT INSERTS
We make it easy – Orlando Sentinel will design,
print and distribute your high-quality, full color,
glossy inserts.
Reach a mass audience or target specific
insert zones around your location.
Increase awareness of your business at a
cost as little as four cents per piece.
Distributed in: Orlando Sentinel, El Sentinel,
Sentinel Express, What’s the Deal Orlando?
and Go Shopping Orlando.
NEWS BAGS
News bags make an impression! Place
your advertising message on the first
thing subscribers see when they pick
up their morning Orlando Sentinel.
Interested in sampling?
A pouch can be built into the news
bags for product sampling.
target orlando sentinel
ORLANDOSENTINEL.COM TARGETING
Online, Mobile
Run-of-Site Targeting
Behavioral Targeting
Target audiences based on their behaviors. Choose
from demographic, psychographic and affinity groups.
Demographic Targeting
Utilize population generalizations to reinforce your
message towards a specific audience.
Geographic Targeting
Localize your message to a DMA, zip code or radius.
Day-Parting
Make your time sensitive message count! Ads can be
served at specific times of the day, with the ability to
change up messaging, depending on your needs.
Example: Ad targeting
theme park enthusiasts
on the Travel Channel.
Example: Ad targeting adults age 55+
across OrlandoSentinel.com
Example: Ad targeting
auto shoppers who are
viewing new inventory.
Interstitial Targeting
Run-of-Channel Targeting
Elevate the impact of your interstitial ad:
Target within specific content channels:
Channel Targeting
Feature your ad(s) on a specific channel
within OrlandoSentinel.com.
Geographic Targeting
Localize your message to a DMA, zip code
or radius.
Run-of-Site (ROS) Targeting
Above The Scroll Placement
Guaranteed placement on the upper half of
our website pages.
Run-of-Channel (ROC) Targeting
retarget our online readers
ORLANDOSENTINEL.COM RETARGETING
Online
Now you can retarget your ads to OrlandoSentinel.com visitors after they leave our website.
Retargeting re-engages users who have previously seen your ads on OrlandoSentinel.com and pulls
them back into the conversion funnel.
Our reader
views your ad
on a tagged
channel
Our reader
is tracked
Reader leaves
our website
Reader views
your ad on
other websites
RETARGETED CHANNELS
Homepage | Business | Sports | Automotive | Real Estate | Life & Family | GrowthSpotter
Reaches users who have visited a relevant
channel on OrlandoSentinel.com.
Targets your ads to our website visitors as they
are browsing the Internet on other sites.
Keeps your business in front of this interested
and involved consumer.
Generates greater online sales by keeping your
brand front and center.
target through email
ORLANDO SENTINEL EMAIL MARKETING
Online, Mobile
ADMAIL
Connect with our audience of engaged readers who have asked
to receive emails from the Orlando Sentinel and our partners.
192,000+ adults opted-in to our email database
Geographic Targeting: zip code, county, DMA and state
Demographic Targeting: age, gender and income
Make sure that your messaging
aligns with your email goals:
Brand Awareness
Conversions
Customer Reviews
Customer Service
Event Invites
Social Media Growth
Lead Generation
Upsell & Cross Sell
EMAIL NEWSLETTERS
Our newsletters reach a wide audience,
covering a variety of topics, from Breaking
News, to Health, Sports and Travel, and offer
highly-visible display ads adjacent to the
robust content.
Delivered to our registered users, who have
opted-in to receive newsletters
Filled with timely and relevant content,
produced by the Orlando Sentinel
target them directly
D I R E C T M A I L & 3 RD P A R T Y E M A I L M A R K E T I N G
Print, Online, Mobile
DIRECT MAIL
Successful direct mail campaigns
demand the perfect combination of
a well-planned strategy, a strong
marketing offer, and flawless execution.
Tribune Direct has the experience and
resources needed to help you craft and
implement a direct mail program that
meets your marketing objectives. Over
the years we’ve developed many
innovative solutions that are proven
“winners” with consumers time and
again across multiple industries.
3RD PARTY EMAIL MARKETING
Our targeting capabilities allow you to focus your message
towards specific audiences to yield the best results.
Targeting Opportunities
Geographic
DMA, zip code or a radius around a location
Demographic
Focus on a specific age group, gender or HHI
Interest
Reach users with specific interests or intent
Business & Specialty
Food & Drink, Travel, Health, Home & Garden, etc.
target across the web
ONLINE TARGETING CAPABILITIES
Online, Mobile
Mass Reach Meets
Micro Targeting
TARGETING OPPORTUNITIES
Behavioral Targeting
Reach users with a specific interest or intent
Demographic Targeting
Focus on a specific age group, gender or HHI
Geo-Targeting
DMA, Zip Code, Radius Around a Location
Topic Targeting
Food & Drink, Travel, Health, Home & Garden, etc.
Category Targeting
Customizable mini-networks designed to reach your
target through relevant content
Contextual Keyword Targeting
Align your message with the content that customers
are already browsing
Job Title Targeting
Speak to a specific audience based on their current
profession or job title
Remarketing
Target OrlandoSentinel.com visitors or visitor “look-alikes”
Site Retargeting
Reconnect with customers who have already visited your website
niche focus
affluent focus
ORLANDO SIGNATURE
Magazine, Online, Mobile
Your Life. Your Magazine.
Orlando Signature is an upscale, monthly magazine
delivering an influential and socially engaged
audience for your business. With distribution
primarily in the Orlando Sentinel, this stunning,
glossy publication is highly targeted to Orlando’s
most desirable and upscale households who have
the greatest spending power.
Orlando Signature contains a rich blend of editorial,
full-color photography and enticing advertising,
with regular features such as:
Community
Style
Wellness
Indulge
Home
Escape
Market Distribution
Circulated in the Sunday Orlando Sentinel in Orange and Seminole counties
Total Distribution: 45,000 | Estimated Readership: 175,500 | Average Readers Per Issue: 3.9*
CENTRAL
SOUTHWEST
Downtown & Winter Park
32714, 32751, 32789, 32792, 32803,
32804, 32806, 32809, 32812, 32814
2016
July
August
September
October
November
December
NORTHWEST
Dr. Phillips & Windermere Lake Mary & Heathrow
32819, 32835, 32836, 34734,
34761, 34786, 34787
Editorial Themes
Technology
Best of / Spa Focus
Local Celebrity Issue
The Arts & Luxury Issue
Gift Guide / Holidays at Home
The Glitz & Glamour Issue
32703, 32712, 32746, 32750,
32757, 32771, 32779
2017
January
February
March
April
May
June
*Editorial themes are subject to change.
Source: Orlando Sentinel Adit Distribution; GFK MRI, 2014, Note: National readers per issue
average, for Lifestyle & Entertainment magazines, is 3.9.
NORTHEAST
Winter Springs & Waterford Lakes
32708, 32732, 32765, 32766, 32792, 32817,
32825, 32826, 32828, 32833
Editorial Themes
Sports Issue
Power Couples / Wedding Guide
Food Issue
Travel Issue
Women's Issue / Mother's Day
Men's Issue / Father's Day
business-to-business focus
GROWTHSPOTTER
Online, Mobile
Network with Business Leaders
This responsive website and email newsletter is delivered
Monday – Friday to paid subscribers and is written to be
consumed within 10 minutes.
Designed to reach the business community and local leaders
with relevant news that matters most to them.
Keeps readers up-to-date on their competition, industry
knowledge, changes in the market and people on the move.
Offers an exclusive turnkey sponsorship that gives targeted
exposure to Orlando’s movers and shakers.
Source: Editor & Publisher Eppy Awards 2015, *Under 1 million unique monthly visitors.
2015 EPPY
AWARDS
WINNER
Best Business/Finance Website*
content focus
CONTENT MARKETING
Online, Mobile
We empower our partners to be on the forefront
of content marketing. At Tribune Content
Solutions, we create compelling storytelling that
is valuable to you and your audience, helping you
build a stronger voice and online presence.
USE OUR ICONIC BRAND.
PROPEL YOUR MESSAGE.
#1 media platform in the markets we serve
A reputation built on credibility & readers’ trust
We create content that makes a difference
1
Sponsored Content
Also known as Native Advertising
Sponsored content relates to a product or service
promoted, but does not expressly mention it. This
paid content is so cohesive with the content
found on the site that readers feel that it belongs.
2
Promotional Content
Also known as Advertorial
Promotional content integrates the client’s
brand into the paid content. It is still engaging
and beneficial, but it’s more closely aligned with
the client’s product or service.
ARTICLES | INFOGRAPHICS | MICROSITES | VIDEOS
Driving Traffic
A robust promotional campaign runs within Orlando Sentinel’s
digital portfolio to ensure your story is read by our engaged
audience. Sponsored Content Barkers natively push traffic to
your content, making you the spotlight.
digital services focus
DIGITAL MARKETING SERVICES
Online, Mobile
Tribune Content Solutions offers something others cannot: top experts in all phases of digital
marketing services, together under one roof. Our team was hand-picked from the best talent across
Tribune Publishing to deliver maximum value to businesses across the nation. Whether you are a
small or large business, you have the resources of Tribune Publishing partnership behind you, helping
you grow.
Website
Development
Search Engine
Optimization
Content
Marketing
Social
Media
3
Expand Your Customer Base
RETAIN
& GROW
CUSTOMERS
2
Compete in the Marketplace
BE SEEN
1
Build the Foundation
HAVE A SOLID PRESENCE
Paid Search
(Pay-Per-Click)
event focus
SIGNATURE EVENTS
Newspaper, Online, Mobile, Event Sponsorships
We help consumers see, touch, feel and experience your products and services in person, while
providing extensive multimedia exposure to drive traffic and build awareness of your business.
Let us customize an event that meets your needs and makes your business look like a superstar.
Month
2016 Events
Month
2016 Events
January
March
April
Central Floridian of the Year
57 Annual Spelling Bee
One Book One Community
September
September
October
Latin Jazz and Art Festival
El Sentinel 15 Años
Pink Bash
June
August
September
Varsity
Top 100
Best Bets
November
Quarterly
Quarterly
A Better You Expo
Florida Forward
Orlando Signature
th
hispanic focus
EL SENTINEL
Newspaper, Online, Mobile
Connect with local Hispanics – nearly one third of Orlando’s population. El Sentinel, the only AAM
audited Hispanic print product able to reach this audience in Central Florida, is home delivered to
Hispanic households and available at news racks.
EL SENTINEL
Published on Saturdays
148,498 Distribution
92% Home Delivered
ELSENTINEL.COM
Average Monthly Traffic
Unique Visitors: 37,500
Page Views: 117,700
Audience Profile
El Sentinel Newspaper Readers*
Median Age
Adults Ages 25-54
Median HHI
Homeowners
42
74%
$38,600
53%
% Composition
Index
College Grad or Higher
28%
118
HHI $50,000+
24%
55
Married
63%
128
HH with Children
48%
150
Own Smartphone
83%
115
Own Tablet
65%
121
Source: Orlando Sentinel Adit Distribution; Nielsen 2016; SiteCatalyst May 2015 – April
2016; Scarborough Research 2015 & 2016, R1, Orlando DMA. *Average issue readers.
home and health focus
HOME AND HEALTH PUBLICATIONS
Newspaper, Online, Events
HOME IMPROVEMENT GUIDE
Newspaper
We can help your business reach home
improvers who are actively looking for home
services. The Home Improvement Guide is a
glossy, full-color publication that is distributed
monthly in the Sunday Orlando Sentinel in
Orange and Seminole counties. Make sure
your business is seen in this valuable resource
for homeowners.
A BETTER YOU
Newspaper, Online, Events
A Better You is a monthly tab section of the
Orlando Sentinel targeting Central Florida
adults interested in living a healthier life.
This exciting section publishes once a
month on Sundays and offers the unique
opportunity to educate consumers with
both ads and advertorial content.
solutions by
category
travel category
ORLANDO SENTINEL SECTIONS
Newspaper
Travel & Arts
Sunday’s Travel & Arts Section is the go-to resource that
Central Floridians consult for vacation planning. Invite our
readers to put your destination or resort on their “must see”
list by advertising in this weekly Travel themed section.
Destination Spotlight
Get people talking about your destination. As the sponsor,
your destination will be featured within original content
produced by the Orlando Sentinel editorial staff. This robust
multimedia package includes print and online advertising,
advertorial, promotional messaging and a sweepstakes
promotion.
ORLANDOSENTINEL.COM
Online, Mobile
Travel Channel
The Travel channel is a popular spot, covering everything
from area attractions, to Florida destinations, beaches,
springs and other recreational activities. We also provide our
site visitors with the best deals in the area and out, so not
only can they travel to a terrific resort, but travel smart too!
EXPLORE FLORIDA
Magazine, Online, Mobile
Explore Florida is a stunning print and digital magazine that
inspires Central Florida adults to explore the best beaches,
noteworthy resorts, attractions and golf courses within
Florida. The magazine is distributed inside the May 14, 2017
issue of the Orlando Sentinel, with a digital e-edition and an
online channel that provides even more exposure for your
resort or destination.
Destination Spotlight Monthly Package
• Print
• Online
• Facebook
• Twitter
• Sweepstakes
Promotion
health category
ORLANDO SENTINEL SECTIONS
Newspaper
Health & Fitness – Content in Local & State Section
Health is a hot topic for many Central Floridians. Tuesday’s
Health & Fitness content can help your business reach locals
who want to feel good and look fantastic. This is a great
opportunity to let them know how your product or service
can impact their well-being.
A Better You
A guide to holistic living that allows our readers to explore
non-traditional methods of health and healing. Published
once a month on Sundays, this is a unique opportunity to
educate consumers with both ads and advertorial content.
ORLANDOSENTINEL.COM
Online, Mobile
Health Channel
Central Floridians turn to OrlandoSentinel.com when looking
for health information. From hospital expansions, to work
out tips, to the latest medical technology trends – we are
dedicated to keeping Orlando informed and helping you
achieve the exposure that you deserve.
The Health Report
This weekly newsletter is emailed to an audience of
interested consumers who have opted-in to this email list.
Be a part of this engaging content that features the medical,
nutrition, behavior and fitness trends that shape our lives.
A BETTER YOUR EXPO
Newspaper, Online, Events
From health screenings, health and wellness demonstrations,
in-home care options, financial advising and more – it all
comes together in one place, on one day. Orlando Sentinel’s
A Better You Expo serves as a valuable resource to families and
individuals. Receive high exposure through multimedia and
event participation.
entertainment category
ORLANDO SENTINEL SECTIONS
Newspaper
Calendar
Calendar connects with local adults, every Friday, and lets
them know all there is to see and do. Focusing on movies,
music, clubs, arts and attractions, restaurant reviews and
tons of event listings – Calendar is where locals look for all
types of fun!
Features
Engage with qualified consumers by aligning your advertising
within one of our many featured content sections. Whether
you’re targeting a specific topic or audience, we can help you
connect with our readers.
ORLANDOSENTINEL.COM
Online, Mobile
Entertainment Channel
Entertainment is one of the most popular channels on
OrlandoSentinel.com. Entertain locals and tourists alike by
placing your next event on the top local media website in the
Orlando Metro.
PLUG IN ORLANDO
Mobile
Plug in to a larger audience for your event. Plug In Orlando is a
free local events app that is designed to draw more people to
your next big show, game, concert or festival.
AXIS MAGAZINE
Newspaper, Online, Mobile
A monthly entertainment magazine designed to reach 18-34
year olds, a hard-to-reach and influential audience. Be a part of
edgy, appealing content that connects your message to the
readers lifestyle. Up to 25,000 copies are distributed free at
more than 300 high-profile locations.
financial category
ORLANDO SENTINEL SECTIONS
Newspaper
Central Florida Business
Connect with the market’s movers and shakers each Monday,
and drive them to your financial institution, product or service
through Central Florida Business. Reach business
professionals at the start of the work week by advertising in
this section.
ORLANDOSENTINEL.COM
Online, Mobile
Business Channel
Appeal to upscale consumers on their go-to channel for
business news. OrlandoSentinel.com is the Orlando Metro’s
top media website, offering engaging content on local real
estate, technology, tourism and job growth – the content that
affects our region’s economy, financial health and wealth.
GROWTHSPOTTER
Online, Mobile
This responsive website and email newsletter is designed to
reach the business community and local leaders with relevant
news that matters most to them. GrowthSpotter is delivered
Monday through Friday to paid subscribers and gives a brief
snapshot every day of what’s happening locally in the business
world. This is a great opportunity to reach professionals who
can take advantage of your consumer and business services.
ORLANDO SENTINEL EVENTS
Newspaper, Online, Mobile, Events
Top 100 Companies for Working Families
For more than 20 years we have recognized Central Florida’s
top companies for their commitment to family and work/life
balance. Mingle with Central Florida’s finest companies,
getting your business front and center with business leaders,
HR professionals and CEOs at our Top 100 annual event.
education category
ORLANDO SENTINEL SECTIONS
Newspaper
Family Life – Content in Local & State Section
Wednesday’s content features many aspects of family life, from
parenting to pets and activities to nutrition. Connect with local
moms, dads and guardians and let them know about your
products or services.
ORLANDOSENTINEL.COM
Online, Mobile
Education Channel
Education is in the news, from expanding college campuses, to
public school rezoning, to new testing standards – the
Education channel on OrlandoSentinel.com covers it all. Reach
parents looking for schools, tutoring options for their kids, or
even higher learning opportunities for themselves with this
unique digital opportunity.
ORLANDO SENTINEL EVENTS
Newspaper, Online, Mobile, Events
Spelling Bee
The Orlando Sentinel’s Spelling Bee is one of the best
competitions around town and a great way to reach young
families with students in grades 4 to 8.
One Book One Community
Invest in local education and be a part of bringing quality books
to select 3rd grade classes to encourage reading skills that are
vital in student development with this annual program.
EMAIL CAMPAIGNS
Online, Mobile
Targeted email campaigns are a highly effective way to reach
your customer fast. In just a click, your advertising message gets
in front of the customers you’re seeking. We offer flexibility and
have a variety of ways to target your desired audience.
real estate category
ORLANDO SENTINEL SECTIONS
Newspaper
Homes
Sunday’s Homes section is designed to reach and engage
Central Florida house hunters and home improvers, with
highly-specialized ad placements. This section also offers the
unique opportunity of presenting your marketing message
as advertorial content. Generate leads by telling your story
and talking to house hunters and investors directly.
Central Florida Real Estate Preview
This convenient, tab-sized section is perfect for prospective
buyers to take with them as they look for your communities
and properties. Put your advertising message in the hands of
qualified, ready-to-buy consumers with this weekly real
estate section.
ORLANDOSENTINEL.COM
Online, Mobile
Real Estate Channel
OrlandoSentinel.com is Orlando Metro’s top media website
and offers you solutions to speak to the masses or customize
your message to touch niche audiences. Place your
advertising message directly in front of qualified, ready-tobuy consumers on the Real Estate channel.
OPEN HOUSE WEEKEND
Print, Online, Mobile, Event
Held each Spring and Fall, Open House Weekend is the
region’s consolidated weekend for agents and real estate
teams to hold open houses and let the Orlando Sentinel do all
of the promotion.
This is a bi-annual event that encourages real estate
professionals to host open houses during the dedicated
weekend, while the Orlando Sentinel drives traffic to the
listings through a multimedia approach – in print, online,
through social media, as well as email marketing.
automotive category
ORLANDO SENTINEL SECTIONS
Newspaper
Auto Section & Content
Each Friday, Saturday and Sunday, we provide potential car
buyers with reviews, vehicle information and car buying tips.
Show your vehicles to hundreds of thousands of potential
buyers with these auto sections and drive business to your
dealerships today.
ORLANDOSENTINEL.COM
Online, Mobile
Cars Channel
Potential car buyers can get reviews, compare makes and
models, learn about car care, new safety features and more –
all on Orlando Metro’s top local news site. Park your
advertising right here, in front of ready-to-buy consumers.
Dealer Specials
Put your new and used car dealer specials on our automated
page template. Your SEO performance is enhanced through
the content and power of OrlandoSentinel.com. Plus,
promotional campaigns drive site visitors to this section and
to your special offers.
Extended Reach Network
We can help extend your reach beyond OrlandoSentinel.com,
with a cost-effective solution that puts your dealership on our
network of high volume national sites.
EMAIL CAMPAIGNS
Online, Mobile
Targeted email campaigns are a highly effective way to reach
your customer quickly. In just a click, your advertising message
gets in front of the customers that you want. We have a variety
of ways to target – plus we track your results!
automotive category
CARS.COM
Print, Online, Mobile
Cars.com is where shoppers are deciding what and where to
buy. Put your brand in the spotlight and access a unique, in –
market audience while driving business to your dealership and
service department with Cars.com.
EL SENTINEL
Print, Online, Mobile
Smart marketers know that Hispanics are a valuable and
lucrative target audience. Speak to this ever-growing
demographic group in Central Florida’s largest Spanish
language publication. El Sentinel can help you reach Hispanic
car buyers and bring them through your doors.
ORLANDO SIGNATURE
Print, Online, Mobile
Target upscale consumers in Orlando Signature – a monthly
magazine dedicated to the finer things in Central Florida. This
stunning, glossy publication is highly targeted to Orlando’s
most desirable and upscale households with the greatest
spending power. Feature your luxury cars to this valuable
audience in Orlando Signature.
ORLANDO SENTINEL EVENTS
Print, Online, Mobile, Events
Allow Central Floridians to see, touch and feel your cars
and trucks. Orlando Sentinel Events offers multiple
opportunities throughout the year to engage car buyers at
high-profile events. Display your vehicles and talk to potential
buyers in person. Let us customize an event package just for
your dealership.
employment category
ORLANDO SENTINEL SECTIONS
Newspaper
CareerBuilder
CareerBuilder Employment & Recruiting is a part of the
Classified section every Thursday and Sunday. This section
gives you the opportunity to reach qualified candidates and
fill your open positions. With the week’s largest newspaper
job listings, CareerBuilder can help you grow your business
by being positioned in front of potential employees who fit
your needs.
CAREERBUILDER.COM
Online, Mobile
CareerBuilder.com
CareerBuilder.com is Orlando Sentinel’s national online
partner. CareerBuilder.com puts over 1 million jobs in front of
poised job seekers wherever they are, at home or at work, in
print and on the Internet. More than 10.3 million unique
visitors come to the site every month to check out the
opportunities in every industry, field and job type.
ORLANDO SENTINEL EVENTS
Print, Online, Mobile, Events
Top 100 Companies For Working Families
This multimedia program recognizes Central Florida
companies that strive to address work/life balance. We
acknowledge both large and small employers, ensuring a wide
range of organizations are represented. Winners are revealed
at a special luncheon event, in the Top 100 special section in
the Orlando Sentinel, and on OrlandoSentinel.com.
Career Fair
Find great employees all in one place. It’s fast. It’s easy. It’s
affordable. The Orlando Sentinel, in partnership with Catalyst
Career Group, hosts Career Fairs twice a year. Our turnkey
event includes print and digital promotion, plus a booth at the
event and helps build exposure for your open positions.
high impact
high impact positions
ORLANDO SENTINEL AD POSITIONS
Newspaper
STRIP AD
INNOVATIVE AD SPREAD
L SHAPE
CUSTOM AD
SHAPE EXAMPLES
high impact add-ons
ORLANDO SENTINEL ADD-ONS
Newspaper
FLY-SHEET
EXTENDER AD
Stand Out.
Grab
Attention.
See Results!
SPADEA
AD NOTES
high impact rich media
HOME PAGE/SECTION FRONT TAKEOVER
Online
Reskin
1
˃ Captivate our
readers with a
full-screen reskin
Barker
˃ This responsive ad
dynamically adjust
its size for easy
viewing across
multiple devices
Push Down
2
˃ Clickable space
surrounds the
page and links to
your website or
landing page
˃ This eye-catching
ad pushes down
the site content,
expanding your
message, then
rolls up into a
leave-behind
“pencil” ad
4
3
Cube or
Half Page
˃ Cube: 300x250
˃ Half Page: 300x600
high impact video wall
HOME PAGE/SECTION FRONT VIDEO TAKEOVER
Online
Dominate With This Highly Engaging Video Expansion Roadblock
Similar to a homepage takeover, your ad message captures our readers attention by combining video
into the background reskin. Additionally, you will receive 100% share-of-voice of the ad units featured
within the page content.
How It Works
Video message pushes down the page
content and features your 10 second video
When the video ends, it collapses
and leaves behind your static ad message
In addition to the video wall, your message will
be featured throughout the ad units featured
within the page content
Receive 100% SOV of ad units on the page
high impact video
HOME PAGE/SECTION FRONT TAKEOVER
Online, Mobile
Video Interstitial
This video opportunity is a :15 second video ad
unit served as an overlay to any web page across
OrlandoSentinel.com. It can be targeted behaviorally,
geographically or contextually.
Video Pre-Roll
Your :15 or :30 second commercial appears before our
video news content. A 300x250 leave behind clicks
through to your website.
In-Unit Video
Video is available within the ad unit space or as an
expandable ad unit. Your message automatically
expands, when readers roll their mouse over the ad,
giving you a larger creative landscape for your brand.
Available as Cube, Barker or 300x600.
high impact interaction
HOME PAGE/SECTION FRONT COLOR SYNC
Online, Mobile
Invite Our
Readers To
Interact With
Your Ad
Message
This fun and
engaging ad unit
features a changing
reskin ad message,
utilizing the half
page ad unit to
spark interactions.
When our readers
hover their mouse
over one of three
image options of
your ad unit, they
have full control to
swap between
different reskin
ad messages. Your
ad message can
click-through to your
website or video.
One Ad Unit. Three Ad Messages.
proven
strategies
strategic media buying
TRIBX REACH EXTENSION
Online, Mobile
TribX reach extension offers automated media buying through technology, buying
media across thousands of sites and reaching your customers across multiple devices.
Our trained experts set each campaign to reach your monthly budget, monitoring the
fluctuations in delivered impressions/eCPM’s to optimize performance towards your
specific goals.
Budget Based Ad Buying Strategy
Multi-Tactic Approach
Select a variety of
tactics to reach
your target audience
Flexible Budget Shifting
Proactive budget shifts
between tactics enables
strategic optimizations
Optimize Towards Goals
Set campaigns to
meet a CTR, CPC, eCPM,
or conversion goal
Tactics That Work For You
Advanced Audience
Mobile
Targeting based on 3rd party data
Reach users on mobile apps and sites
Category
Native Programmatic
Target via a mini network of national/local sites
Align ads with the look and feel of an environment
Contextual
Site Retargeting
Target based on site and article level content
Reach users who have already visited your site
Extended Reach (RON)
Tablet
Maximize reach across a wide variety of sites
Reach users on tablet apps and sites
Measure Conversions
Video Campaign
Monitor performance with tracking pixels
Reach users across video content
strategic goal setting
DIGITAL PERFORMANCE METRICS OVERVIEW
Online, Mobile
Traffic
Generation
Conversion:
Leads/Sales
Brand Recall
& Visibility
CLICK
COST PER THOUSAND (CPM)
Clicks help you understand how well an ad is
appealing to the people who see it. Relevant, highlytargeted ads are more likely to receive clicks.
Helps compare advertising options with different
reach by measuring the cost of reaching 1,000
potential customers.
CLICK-THROUGH CONVERSION (CTC)
Measures users who click on your ad and navigate to
a specific page on your site. These are interactions
from a more qualified customer who fulfilled an ideal
digital path.
[Total impressions divided by 1,000; then divide by total ad cost.]
IMPRESSIONS
The number of users exposed to your brand message.
Also viewed as reach, this is the number of times your
brand communicated with a potential customer.
CLICK-THROUGH RATE (CTR)
VIDEO COMPLETIONS
A ratio showing how often the people who see your
ad end up clicking on it. High CTR indicates an ad is
relevant, while low CTR’s indicate an opportunity to
improve ad/message.
Number of users that actively viewed your full video
content. Indicates an audience of potential
consumers who engaged and found your brand
communication relevant.
[Total clicks divided by total impressions; then multiplied by 100.]
COST PER ACQUISTION (CPA)
Focuses on maximizing conversions, instead of clicks.
Measures the cost of attaining a conversion.
[Total campaign cost divided by total conversions (leads or sales).]
VIEW-THROUGH CONVERSION (VTC)
Measures users that saw your ad, didn’t initially click,
and went back to your website within 30 days of
seeing your ad. Quantifies potential customers who
remembered your brand, found relevancy and
engaged at a later time.
COST PER CLICK (CPC)
A measure of how much is paid each time an ad gets
clicked on. Assigns a value to each interaction (click)
that is received.
[Total cost of advertising divided by total clicks received.]
Orlando Sentinel reporting shows crossplatform users interacting with your ad.
Use your website analytic tool(s) to see
how interactions from your ad translates
into traffic on your website.
strategic support services
SUPPORT THAT ELEVATES ADVERTISING SUCCESS
Newspaper, Magazine, Online, Mobile, Events
Creative Services
You only have one chance to make a first impression.
From custom logo design to attention grabbing
collateral, our creative staff can help your business
stand out from the crowd and bring you results.
Research & Analytics
The more information your business has, the better
you operate. Our research and analytics teams can
provide you with detailed geographic, demographic
and psychographic information to identify and target
your best prospects.
Sweepstakes
Create excitement with an
Orlando Sentinel
sweepstakes program – a
turnkey opportunity to
increase business, build
traffic and create awareness
for your company!
From start to finish, our
promotions team will create,
manage and coordinate all
aspects of a sweepstakes
promotion and tailor it to
your specific needs.
A WIN-WIN PARTNERSHIP!
Co-Op
Navigating co-op advertising can be painful. Our
specialists can make it easier, doing everything from
researching what co-op you might have available to
processing the paperwork. After all, you’ve earned
co-op dollars. What good is it if you don’t use them?