Get to Know Metro Through the People Who Work Here
Many of the region’s most talented publishers, marketing directors, writers and editors work for Metro. Here is just one of the many members of the Metro family:
Susan Peiffer, Associate Publisher/Philadelphia & Digital Sales Director/Metro.us
Susan has been back at Metro for over a year, starting out as the Digital Sales Director for all three cities and recently becoming the Associate Publisher for Philadelphia.
A self-proclaimed “creative type” and early adopter, Susan has a passion for new media and a penchant for all things digital but she recognizes the importance of free daily newspapers, especially in major cities like Philadelphia, New York and Boston.
After starting her career in advertising at Philadelphia Magazine in 1988, Susan has held various leadership positions in East Coast media markets, including Philly.com, City Paper, The Philadelphia Inquirer, The Washington Examiner, a New York agency and most recently Valassis.
Susan was also one of Metro’s earliest employees, spearheading national sales for the company from 2001-2005 and helping to launch the New York edition. In her spare time, Susan enjoys painting inner-city murals and other artistic endeavors.
It’s a crowded media world. How is Metro different from all the local and national newspapers and websites out there?
Metro’s distribution model makes it a natural fit for busy people. Rather than being delivered to the home, searched online or purchased at a newsstand; the Metro model puts the paper in the path of the reader during the course of their day – at a time when they need it the most. And we don’t make them pay for it!
Metro provides just the right amount of news, sports, entertainment and lifestyle content to get people through their morning commute, a coffee break or lunch hour. The key differentiator from other newspapers is that our readers are busy, active, mobile and expanding their horizons. They are younger, aspirational and passionate about their city; raising families, buying cars, attending cultural events and earning degrees. If they weren’t “out there” every day they wouldn’t see the paper. As a result we deliver tremendous value for advertisers, who need to reach a guaranteed “consumer” with money to spend.
In Philadelphia, no other paper has a readership that can compete with Metro; and that says something about our business model: it’s working. Even in a media landscape that tends to minimize print, Metro hasn’t lost readers. After 16 years in Philadelphia, the loyalty to Metro is incredible.
What can Metro do to promote my business?
Now more than ever, metromedia’s portfolio of advertising choices is growing. We’ve actually added more unique ways to help our clients stand out.
Since becoming a multimedia company, we’ve transformed our many client relationships into marketing partnerships. Our newspapers offer front page positioning, editorial sponsorships, cover wraps, inserts, and several other premium ad units. And our recently redesigned website, Metro.us, gives advertisers a range of options including home-page takeovers, site skins, billboards and native advertising.
In 2014 we launched a digital audience extension program (MetroX) and we now have our own DSP, or “trading desk.” This is huge, because it gives Metro the same buying power as all the top digital agencies. We can optimize our clients’ campaigns for the best performance across all digital channels, social media outlets, demographics, content areas and devices. This is exciting because it translates into limitless options for advertisers.
How is Metro meeting the needs of readers?
Our readers represent a diverse group of people, so meeting their needs requires a delicate balance and a steady hand. Every day our editors are tasked with putting out a newspaper product with something for everyone, from the political junkie to the sports fanatic; the working mom to the newly minted college graduate. Metro is always an engaging read and helps our readers start the day, but their relationship with Metro doesn’t end there. Throughout the work day our editors and reporters are busy pushing out the latest and most relevant stories on our web site, via email and on Twitter and Facebook. This multimedia approach appeals to busy professionals who have become accustomed to getting their news on the run.
Why is print still important?
I believe in print more than ever, primarily because I see it in action every day. Our loyal advertisers see the value of Metro and can attribute much of their success to their Metro advertising. Our loyal readers are sold on it, too, and we hear from them right away when their favorite box is empty. Make no mistake, digital is huge and its impact has threatened many media sources, but there is still a very healthy audience for print; especially free metropolitan newspapers.
If print is still important, why do I need to advertise online?
One thing that has changed dramatically over the past 20 years is the availability and accessibility of multiple media sources. Now it’s possible to watch TV on the computer, watch the local news on your iPhone and receive the New York Times in your email. People aren’t as loyal to a single media channel or format, so advertisers need to be everywhere. A print and online strategy makes it easier to expand your reach and increase response.
Where do you see Metro going in the future?
I am confident that Metro will continue to flourish as both a newspaper and a web site for many years to come. As device usage expands and Wi-Fi becomes ubiquitous, the format of our product could change slightly, or we could introduce new ways of reaching consumers, but I don’t expect our audience to change much. Metro will always be the go-to place for busy people to stay informed during the “gaps” in their day, whether it be with the newspaper or online.
Contact Susan.
