We Deliver Results

We Deliver Results
Orlando Sentinel Media Group is your multimedia partner.
We deliver you a wide array of products and services to help you reach your goals.
Increase sales, build your image, reduce inventory, or gain a competitive edge
in the market. Whatever your goal, we are committed to providing you customized
solutions and producing results for your business. Reach the masses or a targeted
niche – we have the products and services that will reach any audience.
Get real results by leveraging your message across our full range of media options.
The Market
Grow Your Business in a
Market That Works for You
Reach a Sizeable and Growing Population
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•
3.7 million people
1.5 million households
19th largest DMA market in the nation
Orange, Lake and Osceola counties gained
residents within the past year.
• Demographers predict that when serious growth
does return, the Orlando area will lead the state.
Reach a Young, Vibrant, Working Market
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•
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Metro Orlando median age is 37
Median income is over $52,000
Just 14% of the metro population is 65+
A “medical city” is under construction, which could
create 30,000 jobs
• Orlando is home to a wide variety of industries
ranging from hospitality to computer simulation
Sources: Nielsen Claritas, 2010; Nielson Media Research, 2010; Metro Orlando Economic Development Commission;
The University of Florida’s Bureau of Economic and Business Research
Revised date: 06/21/11
The Market
Reach a Diverse Market
• Orlando is a “Melting Pot” city as defined by the
Census Bureau
• Orlando is a Top 20 Hispanic market
• Currently, about one-quarter of Orlando’s population
is Hispanic
• By 2015, Orlando will be home to nearly
653,000 Hispanics
A Great Place to Visit, A Greater Place to Call Home,
The Best Place to Advertise
• Orlando’s cost of living is significantly lower than other
major markets
• Over 70% of residents are homeowners
• Four out of ten households have children
• A state-of-the-art arena was completed and a performing
arts center is planned
• Two of the nation’s largest hospital systems are
headquartered here
• From upscale retailers to outlet stores, Orlando has an
abundance of retail shopping options
Sources: Nielson Claritas, 2010; The 2011 Scarborough Report, Release 1;
Metro Orlando Economic Development Commission; U.S. Census
Revised date: 06/21/11
In Print
Sunday Newspaper
Sunday is the top day for relaxing with the newspaper.
Readers plan their shopping, clip coupons, and catch up on
national stories and local happenings.
Main News
Reach the Masses. Inside the “A” section are the biggest
stories from Central Florida, the nation, and the world.
“People & Arts,” features a daily look at the entertainment
world. The opinion pages feature the perspectives of our
editorial board, syndicated columnists, and Orlando residents.
Sunday Local News
Target Your Local Audience. Sentinel columnists sound off
on local issues in this popular section. Find local news,
politics, personalities and interests that affect our community.
Sunday Local News also includes the well-read obituaries and
“The Weather Page.”
Sunday Sports
Connect With Men. Central Floridians are passionate about
sports. Whether it’s college football, the Orlando Magic,
NASCAR, spring training or golf, fans turn to the Sentinel’s
award-winning Sports section for an in-depth look at their
favorite sports.
Travel & Arts
Engage Travelers & Cultural Arts Lovers. Travel & Arts
combines two of readers’ favorite topics. Travel & Arts can
make your destination top-of-mind with Orlando’s active
travelers. Arts articles cover the latest offerings from TV,
movies, music, theater and books.
Zoned Editions
Target Your Ad to Your Neighborhood. The Sentinel
publishes zoned editions for Orange, Seminole, Osceola, and
Volusia counties. These community-oriented sections cover
local activities, events, fundraisers and volunteer opportunities.
Sunday Wheels
Target Prospective Car Buyers. Reach prospective vehicle
buyers in Sunday’s Wheels section. This advertising section
features new and used cars, trucks, vans, motorcycles
and RVs.
Please turn page over for more Sunday sections.
In Print
Sunday Newspaper
(continued from front)
The Funny Pages
Get Noticed by Comics Fans. This colorful section features
the best-loved and top-syndicated comic strips, plus puzzles, a
Hobbies section, and a Just for Kids page. The Funny Pages
spadea wrap is folded around the left side of the Sunday comics
section, making your ad the first thing comics fans see.
TV Weekly/TV Weekly Lite
Engage TV Viewers. TV Weekly and TV Weekly Lite provide
viewers with weekly TV listings. They are designed to be used
all week long, so your ad has a longer shelf-life. TV Weekly is
available as a separate subscription to Sentinel subscribers and
features extensive TV listings, puzzles, horoscopes and more.
TV Weekly Lite is a scaled-down version and is free to Sunday
single copy buyers.
CareerBuilder
Build Your Workforce. Reach job-seekers with the week’s
largest newspaper job listings. Advertise job openings with line
ads, display ads or premium ad positions.
Homes
Target the Right Consumers. The all new Homes section now
has highly-specialized placements that let you reach a local
audience that’s actively looking for a home or a way to improve
their current home. From Builder-of-the-Week to Inspiration
Gallery, the Homes section can work for your business.
Go Shopping Orlando
Invite Deal Seekers to Your Business. This shopping and
deals section highlights the area’s hottest deals on the products,
restaurants, and services consumers use every day. This
colorful 8-page section wraps the advertising inserts, placing
your message front and center with Orlando shoppers.
Revised date: 06/21/11
In Print
Daily Newspaper
The Orlando Sentinel is Central Florida’s Pulitzer Prize-winning
daily newspaper. Every day the Orlando Sentinel delivers a
comprehensive package of news, entertainment and advertising
information.
Main News
Reach the Masses. Inside the “A” section are the biggest
stories from Central Florida, the nation, and the world. From
what’s happening across the globe, to what’s happening across
town – we keep our community informed. The opinion pages
feature the perspectives of our Pulitzer Prize-winning editorial
board, nationally syndicated columnists, as well as local
residents. Make sure your business is seen in this best-read
section.
Sports Daily
Connect With Men. Central Floridians are passionate about
sports. Whether it’s college football, the Orlando Magic,
NASCAR, spring training or golf, fans turn to the Sentinel’s
award-winning Sports section for an in-depth look at their
favorite sports.
Classified
Reach Shoppers of Cars, Jobs and Homes. Classifieds are a
simple, fast, and effective way to sell merchandise, make
announcements, or hire workers. Classifieds are grouped by
category, including Employment/CareerBuilder Jobs,
Transportation, Real Estate, Merchandise, Announcements and
more. Classified runs as a stand-alone section Wednesday
through Saturday.
Lake Sentinel
Speak to Lake County Residents. Reach out to Lake County
consumers, and build your sales. Lake has its own identity and
its very own local section every single day. The Lake Sentinel
publishes in Lake County, plus portions of Sumter and Marion
counties.
Revised date: 07/131/11
In Print
Weekly Newspaper
Our targeted sections are designed to reach a variety of
demographic groups by focusing on popular interests. From
business, to health, to food, to cars, we can reach your
desired audience.
MONDAY
Central Florida Business
Stay Top of Mind With Professionals. Reach an upscale,
influential audience, with our new Central Florida Business
section. Your message will be placed alongside relevant content
on tourism, real estate, technology, and more. Popular Sentinel
columnists Beth Kassab and Greg Dawson address business and
consumer issues.
TUESDAY
HealthKey Weekly
Target Fitness Buffs. In HealthKey Weekly, readers will find
helpful tips on physical and mental health, exercise, and nutrition
topics . Plus, readers will find updates on health and medicine,
as well as local resources and support systems.
WEDNESDAY
Cooking & Eating
Reach Cooking Enthusiasts. Wednesday’s Cooking & Eating
section offers all things culinary, including menu planners and
restaurant recipes. Sentinel Food Editor Heather McPherson
contributes, with information on eating healthy, eating local, the
latest food trends and money-saving grocery tips.
THURSDAY
Family Life
Connect With Women. Thursday’s Family Life offers articles
about the many aspects of family life, from parenting to pets. If
your product or service caters to moms, you can be sure you’ll
reach them with this weekly section.
Please turn page over for more weekly sections.
Revised date: 06/21/11
In Print
Weekly Newspaper
(Continued from front)
THURSDAY
Zoned Editions
Zero-In On Your Neighborhood. The Sentinel publishes zoned
editions for Orange, Seminole, Osceola, and Volusia counties.
These community-oriented sections publish every Thursday and
cover local activities, events, fundraisers and volunteer
opportunities, along with relevant articles.
FRIDAY
Calendar
Attract Entertainment-Seekers. Calendar can help you attract a
crowd! Entertainment-seekers turn to Calendar for movie listings,
music reviews, concert information, arts and attractions, restaurant
reviews and loads of listings. Columnists include Kelly Fitzpatrick,
Commander Coconut, Jim Abbott and Roger Moore.
Classifieds/Auto Preview
Reach Car Buyers. The front page of Auto Preview offers
interesting articles about car ownership. Inside Auto Preview are
the latest automotive listings and advertisers, along with other
Classified listings, games, comics and Dear Abby. This section
publishes on Friday, right before the busiest car shopping days.
Central Florida Real Estate Preview
Connect With House Hunters. This convenient, tab-sized
section is perfect for prospective buyers to take with them as they
look for your communities and properties.
SATURDAY
Style & Home
Reach Women & Home Improvers. Style & Home combines
fashion and home improvement. Readers learn the latest fashion
trends from clothing, to makeup, to hair. If you’re in the home
improvement business, your message will find a perfect audience
in the Style & Home section. Homeowners look to this popular
section for articles and advice on improving their home or
landscape.
Wheels
Target Prospective Car Buyers. Reach prospective vehicle
buyers in Saturday’s Wheels section. This advertising section
features new and used cars, trucks, vans, motorcycles and RVs.
Revised date: 06/21/11
In Print
Niche Publications
In addition to the daily newspaper, the Orlando Sentinel offers
various print options designed to meet the needs of our readers and
our advertisers. Explore these niche markets to expand your reach.
El Sentinel
Reach the Growing Hispanic Market. The growing Hispanic
population can be a lucrative market for your business, and we can
help you reach this market with El Sentinel. El Sentinel covers
local, national and international news that is important to Central
Florida’s fast-growing Hispanic community. El Sentinel has a
distribution of 100,000 per week. El Sentinel is home delivered to
Hispanic households and available at newsstands.
Everything Orlando/Cars.com Street Edition
Target Young Adult Shoppers. Get some additional exposure for
your classified ad. Everything Orlando contains the latest real
estate, employment, and merchandise ads. It’s everything Orlando.
Flip it over, and you’ll find Cars.com Street Edition, aimed at
Orlando’s active vehicle buyers. Thirty thousand copies are
distributed weekly at more than 1,100 high traffic retail locations
throughout Central Florida.
Orlando Visitors Guide
Focus on Tourists. Tourists have money to spend. Deliver your
message to Central Florida’s massive tourist market. This glossy,
full color advertising broadsheet wraps copies of the Orlando
Sentinel and is delivered to the doorstep of 5,000 hotel rooms per
day, three days each week in the Orlando attractions area.
Orlando CityBook
Get More Customers Through the Door. Orlando CityBook is a
full color, glossy annual publication providing information on listings
of local services, restaurants & nightclubs, area schools including
FCAT scores, and more. Whether you want to reach new residents
or reconnect with existing neighbors, Orlando CityBook lets you be
part of the book they'll keep all year!
Revised date: 07/13/11
In Print
Targeted Opportunities
You can reach a mass audience or zero-in on a specific audience
with our family of targeted products.
Inserts
Reach the Masses or a Targeted Geography. An insert is all
about you! Show your products, brag about your specials, and gain
a competitive edge in the market. The Orlando Sentinel offers a host
of delivery options to distribute sales fliers, catalogs, postcards or
other printed material to newspaper subscribers and non-subscribers
in Central Florida. You can reach virtually every household in more
than 185+ insert zones.
Sentinel Express
Get Noticed by Non-Subscribers. Reach non-subscribers, and
saturate the market with your message. This advertising wrap is
distributed to non-subscribers mid-week. When used in conjunction
with the Orlando Sentinel, Sentinel Express promises total market
coverage.
Ad Notes
Make Your Message Stand Out. Ad Notes give your business the
high-visibility and high-impact exposure that it deserves. Your
message will jump off the page with front page positioning on select
sections of the Orlando Sentinel. These self-stick ad notes are full
color, targeted and cost efficient.
Newsbags and Newsbag Samples
Impress Subscribers. Newsbags 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 newsbags for product sampling.
What’s the Deal Orlando?
Reach Non-Subscribers in the Most Valuable Zip Codes. What’s
the Deal Orlando? is filled with entertaining lifestyle content and
exciting advertising opportunities. It is delivered to 100,000 select
households in key zip codes, so you can extend your reach to your
most valuable audience.
Go Shopping Orlando/Sunday Select Program
Get More Consumers to Welcome Your Inserts. Go Shopping
Orlando wraps a weekly package of inserts that is delivered in select
areas to non-subscribers through our Sunday Select program.
Recipients have opted-in to receive coupon and insert advertising.
Increase your penetration in highly desired zips!
Revised date: 07/6/11
In Print
Unique Advertising Opportunities
These premium positions and creative options are designed to make your
ad stand out, attract attention and get results from consumers.
Unique Shapes
Unique Shapes
Revised date: 06/21/11
Scented Ads
Spadeas
Front Page
Fluorescent Ink
Tri-Folds
Online
Digital Solutions
Advertisers and agency executives plan to increase their advertising
budgets over the next 12 months, especially when it comes to mobile
and online. According to a recent study of top ad executives, mobile
media has the highest ad confidence level of all media, followed
by digital/online media.
Deliver your mobile and online messages through the trusted, local
website Central Floridians turn to for news, weather, sports,
entertainment, financial information, travel options, and more!
OrlandoSentinel.com attracts a young, educated, affluent audience
and nearly half a million Central Florida adults in all.
• Average Monthly Page Views: 42.9 million
• Average Monthly Unique Visitors: 4.25 million
• Average time spent on site per unique visitor: over 23 minutes
More eyes on your advertisements means more potential customers
for you. We provide the solutions you need and the audiences
you want.
OrlandoSentinel.com is:
• Targeted
• Engaging
• Measurable
• Relevant
• Designed to bring you leads
Sources: The 2011 Scarborough Report, Release 1; Omniture, 2010 Monthly Average;
International Newsmedia Marketing Association
Revised date: 6/21/11
Online
The Kind of Audience
You Want to Reach
Let our audience work for you. Our users have a median household
income well above the market average ($70,000 vs. $52,000). Seven
out of 10 have attended college, four out of 10 have children and
almost three-quarters own a home.
Demographic Profile of OrlandoSentinel.com Users
Metro Orlando Adults
Gender
Men
Women
Age
18-24
25-34
35-44
45-54
55-69
70 or older
Median
Median Age
Household Income
$30-$49,999
$50,000 or More
$75,000 or More
$100,000 or More
Median
Median Household Income
Educated Last Completed
Attended Some College or More
College Graduate or More
Occupation
White-Collar
Blue-Collar
Marital Status
Married
Children
Have Children in Household
Residence
Owner
Visited
OrlandoSentinel.com
Past 30 Days
376,700
Source: The 2011 Scarborough Report, Release 1
Revised date: 6/21/11
% of Adults
201,000
175,700
53%
47%
48,400
86,300
93,600
78,600
59,800
10,000
13%
23%
25%
21%
16%
2%
41.7
57,500
261,600
170,000
88,900
15%
69%
45%
24%
$70,000
258,700
151,700
69%
40%
194,600
71,700
52%
19%
210,800
56%
164,600
44%
275,600
73%
Online
Advertising Opportunities
That Get You Results
E-Mail Marketing
E-Mail Newsletters
Create a conversation. Connect with Orlando adults
with opt-in E-mail Newsletters, filled with timely and
relevant editorial content . Your message is delivered
with invited editorial, like Breaking News, College
Sports and County School Updates.
Ad Mail
Personalize your message. Ad Mail uses specific
criteria such as age, gender and location to match your
target audience. Generate buzz, excitement and brand
awareness. Because users opt-in, interest in your
message & click through rates are high.
Search & Social Media Marketing
Search Engine Optimization (SEO)
Get a better ranking. We can help your business get
a better ranking on search engines through an analysis
of specific key words. These organic rankings are not
viewed as ads, and can result in more customer
conversions.
Search Engine Marketing (SEM)
Increase your traffic. An easy, automated way to
appear in the search results on search engines such as
Yahoo, Google and Bing, with guaranteed, trackable
results.
Web Development & Social Media
Stay on the cutting edge. Focus online content and
improve site structure and social media presence to
drive quality traffic to your brand through Facebook,
Twitter and other social media outlets.
Revised date: 06/21/11
SEM
SEO
S
E
M
Online
Advertising Opportunities
That Get You Results
Mobile Marketing
iPhone, Android and iPad Apps
Reach upscale adults on-the-go. Our iPhone and
Android apps are here, and they are serving up 24/7
access to blogs, weather, headlines and video. Extend
your reach through custom mobile ad banner
placement and targeted section sponsorships. The
iPad app is coming soon!
Mobile Media
Acquire and retain new customers. Link your ad to a
specially designed microsite to drive sales and create a
database for future contact.
Mobile Texting
Drive customers while they are on the move. Now
you can text potential customers who opt-in to receive
special offers directly on their phones. Reward your
customers and encourage repeat business.
Target Marketing
Behavioral Targeting
Reach relevant audiences. Behavioral targeting
delivers advertising messages based on what the
consumer reads or searches for online.
Geographic Targeting
Customize your message for key communities.
Geographic targeting delivers advertising messages
based on the geographic location of the website visitor.
Contextual Targeting
Focus on your target customers. Contextual
targeting delivers advertising messages based on key
phrases or topics within the content.
Revised date: 06/21/11
Online
Advertising Opportunities
That Get You Results
Lead Generation
Sweepstakes/Promotions
Build a database. Let us design a custom contest to
engage visitors by drawing them in through participation
in a creative contest.
Advergaming
Create a sense of enjoyment & engagement. Our
casual online video games generate excitement and
build a valuable database. See immediate response
with e-mail and printable offers.
Deals Programs
Build loyalty & gain new customers. Everyone loves
a deal. OrlandoSentinel.com users can buy discounted
gift certificates for specific categories of business
(restaurants, spas, attractions, golf). Promoted in print
and online.
Freeform
High-Visibility Branding
Rich Media
Grab attention. These interactive and engaging
opportunities grab the attention of readers with unique
creative showcasing your message. Play a video,
expand/float over content, dominate the page, have
your spokesperson walkout and speak. The
possibilities are many, and the impact is high.
Advertising Channels
Advertising Channels
Create your own channel. Imagine having your own
channel on Central Florida’s top web site that focuses
on your event or attraction. You supply all the content,
and we will design your channel.
Ad Copy
Promote your tagline or company phrase. This
unique opportunity requires registrants to enter text
from your ad (often a slogan) in order to complete
registration.
Revised date: 06/21/11
Video
Online
Advertising Opportunities
That Get You Results
Traditional Display Ads
Run of Site
Reach a mass audience. This type of campaign
delivers advertising impressions across all of
OrlandoSentinel.com – perfect for businesses with a
widespread target audience.
Run of Channel
Target your message. Deliver your ad impressions
throughout a specific OrlandoSentinel.com channel.
Use the power of editorial content to reach visitors
interested in your products.
Standard Ad Units
Trusted and true means more business for you. Put
your name in front of your ideal customers in content
they trust and rely on every day. Ad units include halfbanners, leaderboards, cubes, skyscrapers and more.
Sponsorships & Blogs
Sponsorships
Integrate content into an overall message. Create
a static advertising presence on a designated
product/event/service/area that enhances an overall
campaign.
Live Chat Sponsorships
Create buzz for your business. OrlandoSentinel.com
provides live chats on widely appealing topics such as
health or sports. Sponsor these interactive
conversations, and gain valuable exposure.
Blogs
Reach a loyal and active audience. With over 40
interactive opinion columns, you’re sure to find a blog
that has the targeted audience you are seeking. News,
sports, business, entertainment and lifestyle blogs
place your message alongside relevant content .
Revised date: 06/21/11
On Air
Hurricane Survival Guide 2012
Make your business part of a trusted resource.
Could your business be impacted by hurricanes? Many
residents turn to local businesses before and after a storm.
The Hurricane Survival Guide puts your business top-ofmind as residents prepare for hurricane season and
positions your business as a trusted resource after the
storm. Survival guides are a popular reference tool for the
entire 6-month hurricane season, meaning your message
will have a long shelf-life.
Partnering with WFTV Channel 9 and our El Sentinel
product, sponsoring clients receive print, TV and online
advertising, plus extra copies of the survival guide for client
distribution.
Revised date: 06/21/11
In the Mail
Tribune Direct Orlando
National reach. Local touch. We can help bring your
vision to life. Targeted. Timely. Trackable. Take your
message locally or nationally with the pros at Tribune
Direct Orlando.
Tribune Direct is a national, full service provider of
strategic, targeted, direct mail marketing solutions.
Tribune Direct has the industry knowledge, national
resources and production capabilities to help you
achieve your direct marketing goals.
PRODUCTS
Check Mailers
Email Marketing Campaigns
Gift Card Mailers
Postcard Mailers
Personalized Laser Letters
Fishbowl Campaigns
Custom Market Mail- unique shape mailers
Variable Data Printing
Currency Mailings
PURL’s- Personalized URL’s
Voice & Text Messaging
Code Trackers
Magnet Mailers
Invitation Mailers
CD Mailers
3-D Mailers
Post-it Note on Envelope
Lenticulars
SERVICES
Response Capture and Analysis
Creative Concept & Design
List & Data Cleanup
Database Marketing & Analytics
USPS Tracking
Secondary Research
Data Appends
Survey Marketing
Revised date: 06/21/11
Across Markets
Blanket Florida’s Top Markets
With Just One, Easy Buy
When it comes to buying Florida, three Florida markets offer the most prospects for your business:
Miami/Ft. Lauderdale, West Palm Beach and Orlando DMAs.
Our diverse, multi-media products and services reach a mass audience of 3.2 million adults, and
you can reach any target audience with our varied, niche products.
Let the largest multi-media group in Florida help you capture consumers like no one else can with
print, online, TV, mobile and targeted services.
Deliver your message to Florida with an exciting multi-platform approach. Let us build multi-media
solutions and deliver customers to you.
Source: The 2011 Scarborough Report, Release 1
Revised date: 06/21/11
Reaching Your Audience
Orlando Sentinel Readership
In print and online, we have the products to help you reach a mass audience or zero-in on a particular
target. Orlando Sentinel Media Group has products and programs that connect, engage and unite
you with the audience you want. Get real results for your business.
Orlando Sentinel/OrlandoSentinel.com
Total Adults
Daily Orlando Sentinel
515,100
Sunday Orlando Sentinel
892,100
Orlando Sentinel - Past Week
1,128,800
OrlandoSentinel.com - Visited Past 7 Days
318,600
OrlandoSentinel.com - Visited Past 30 Days
498,200
Integrated Newspaper Audience
1,265,600
(Print & Online Past 7 Days)
Orlando Sentinel/Sun Sentinel
All Products - Past 7 Days
Total Orlando adults (Orlando + Tampa Markets)
* Orlando, Miami/Ft. Lauderdale and West Palm Beach DMA adults
Source: The 2011 Scarborough Report, Release 1; Revised date: 06/21/11
3.2 million*