Professional Documents
Culture Documents
The New
Overhaul
Web Business Models For Newspaper
Test Yourself
Higher score, better chance to beat Patch
Compensation Bonus, Penalty, MBOs All Staff Training Management & Owners Job Description Refresh Reporting Structure Plan to Reach Non-Advertisers Web 101 for Local Business Sell Non-Print Products Simple Packages No CPMs Online Media Kit, Direct Contact to Rep No Ad Networks
1. Managers lack specialized training 2. Wrong person in charge 3. Management & comp conflicts 4. Web budgets too low 5. Poor inventory management 6. Confusing Media Kits & pricing 7. Over-reliance on research for strategy
Website Seller
1. 2. 3.
in this order
Agenda
Changing Digital Landscape
New playing field
New Competitors
Some you know. Some you dont
FAIL
Online Journalism/Content
looking for
Revenue Models
SMART
Online Journalism/Content
Digital
Landscape
New Landscape
Barriers to Entry Reduced Explosion of Content Ad Inventory Glut Competition Everywhere
Bigger
Not Always Better
Philly.com
hyper local
Web
Why Newspaper & Local Media Still Struggle
Cannibalize Print ?
fear of cannibalization
if we dont offer digital
College Professors
John Paton ponders lunch while Jay Rosen pontificates Jeff Jarvis ready to steal back microphone
Caution:
Some conferences are full of blow-hards. where youll learn nothing.
Our traffic is up Were trusted news brand We have 55,000 Facebook fans Our VP Interactive is tech pro
New
Competitors
Yellow Pages
Cable
Google Places
Over 45 US markets
Feet on street Search Engine Marketing Display / Banner Video Multiple digital solutions
Huffington Post
Local Aggregation
Competitors
75%
of Deal Market Average User
Single Female 18-34 Income: 70k+
Frenemy?
Centro
Started out as ADVOCATE
for Newspaper Web sites
NOW.
They rep ANY & ALL sites
Centro
Raised $22.5 million
expand sales force target mid-tier advertisers / agencies automated media-buying software
Centro
Lets agency run custom campaigns 10,000 national & local sites Adopted by over 50 agencies
Centro
LIFT platform
sorta like: Yahoo Consortium
Centro?
Middle man proceed w/ caution Commoditize Hidden spread- what cpm did they get ? Cant sell premium ops Less reliant on Newspaper
DEAL
with Devil
TRIBUNE
DIGITAL SERVICES
Fix This
Now
Overhaul Comp
Revenue per rep & manager
New business per rep (per month) Grow % of current clients High commission: new clients Low commission: transactional Bonus & PENALTY
DUMB
National Ad Networks
( at local level )
REMOVE
from home-page & section fronts Consider day-parting
danger of ad networks
National Ad Networks
3rd Party Ads, Remnant, Google Ad Sense 1.Found money Good: 2.No upfront costs 1.3rd party reps inventory Bad: 2.Inventory glut lowers pricing power 3.Local business gets on sitecheap 4.Commoditize your inventory
National Ad Networks
REMOVE
home-page & section fronts
Do This
And Win
Client Questions
Current marketing allocation Current digital allocation Digital you are considering Whos pitching you ?
Ad Mix
do they see local business looking great ?
EXCELLENT AD POSITION
in reader view Simple Design
> Branding > Message Awareness > Call to action
See any
Super Premium
ad positions ?
Smart Practice
weekly instead of monthly rates
& Cablevision
$146,000 new quarterly business 26 new contracts
Times-Shamrock Communications
$238,000 new annual business
When newsroom editors & writers understand basic online sales & business models, they create more advertiser-friendly & profitable websites
1. 2. 3.
in this order
1. Managers lack specialized training 2. Wrong person in charge 3. Management & comp conflicts 4. Web budgets too low 5. Poor inventory management 6. Confusing Media Kits & pricing 7. Over-Reliance on research for strategy
The New