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Who they are What theyre doing How to beat them

The New

MelTaylorMedia.com Mel@MelTaylorMedia.com Oct. 7, 2011

Mel Taylor Background

Mel Taylor Media


What We Do

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

TOP Web Revenue Mistakes


of NEWSPAPER

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

OLD SCHOOL web sales DEAD

Website Seller

RUN ONLINE LIKE PRINT SAME RULES

Run Web like Newspaper


Think like Publisher / Owner

1. 2. 3.

profit operations editorial

in this order

Agenda
Changing Digital Landscape
New playing field

New Competitors
Some you know. Some you dont

Fix This Now


Dumb stuff thats killing you

Do This & Win


Gauranteed

FAIL

Online Journalism/Content
looking for

Revenue Models
SMART

Proven Revenue Models


that support

Online Journalism/Content

Digital
Landscape

New Landscape
Barriers to Entry Reduced Explosion of Content Ad Inventory Glut Competition Everywhere

Bigger
Not Always Better

Great site with poor web sales management

Huffington Post COSTS


1 billion page views 37m visitors August 2011

Philly.com

hyper local

Philly.com crushed by this indie effort.

Web
Why Newspaper & Local Media Still Struggle

Cannibalize Print ?

fear of cannibalization
if we dont offer digital

someone else will

College Professors
John Paton ponders lunch while Jay Rosen pontificates Jeff Jarvis ready to steal back microphone

Why are we looking to them for answer?

Caution:
Some conferences are full of blow-hards. where youll learn nothing.

Um, yeah, Mel.were doing great

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

AOL s hyper-local play for local ad dollars via journalism

Will Patch Succeed ?


Who knows
Doesnt matter

Patch is more proof


Local dollars up for grabs

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

Hyper-local Websites & Call-Center Web Sales for Local TV

Newspapers DIGITAL SERVICE Divisions

TRIBUNE
DIGITAL SERVICES

Fix This
Now

Who Runs Website ?

Who Runs Website? Compensation & Employment


Based on DIGITAL PROFIT

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

Remove Internal Sabotage

DUMB
National Ad Networks
( at local level )

REMOVE
from home-page & section fronts Consider day-parting

danger of ad networks

Ad unit designed to look like editorial

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

Day-part Secondary sections Below fold Non-prime positions

How GREAT sites lose money

confusing for client & sales rep !

cpm pageviews uniques click-thrus weird vocabulary monthly pricing

Do This
And Win

Reps Operating Blind


Fully aware of how clients are spending budgets?

Client Questions
Current marketing allocation Current digital allocation Digital you are considering Whos pitching you ?

how local biz decides to buy web


loves your newspaper design & tech editorial twitter & facebook audio & video

Ad Mix
do they see local business looking great ?

SUPER PREMIUM Inventory


X-tra large ads Home Page & Section Fronts Above Fold THURSDAY & FRIDAY 9a-3p

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

sounds expensive sounds reasonable

$ 400. per month $ 95. per week

Web 101 for Local Business Seminars

mel taylor media


web 101 for local business
success stories

& Cablevision
$146,000 new quarterly business 26 new contracts

$ 144,000 new quarterly business 41 new contracts

Times-Shamrock Communications
$238,000 new annual business

mel taylor media


testimonials
Our Web 101 for Small Business seminar was a huge success
$140,000 in new revenue and signed 26 NEW advertisers Increased average revenue per account by 18%.
Mel is charismatic, well spoken and easily captures attention of the crowd. He takes the time to build a story that can make the most difficult concepts seem easy. Before the client seminar (where Mel trained our sales staff) he addressed the most common objections. Mel helped give the sales staff more confidence, and made them fully prepared to sell. At the client seminar, Mel engaged the audience, spoke in terms that made them comfortable, and made professional reference to promote our Newspaper website, without losing credibility as a professional, outside consultant.

Dan Sarko ; VP of Interactive; Tribune

mel taylor media


testimonials

We generated over $140k of new (quarterly) online business.


The seminar results far exceeded our expectations. Mels presentation was also a very effective learning tool for our print sales staff, reinforcing our in-house web training. One key to our success was Mels presentation style. He was able to build the advertisers web comfort by using non-tech, easy to understand methods & terminology. John DOrlando, VP Advertising; Orlando Sentinel

The New Workshop from Mel Taylor Media

Online Business 101


for Editorial, Newsrooms & Web Producers

When newsroom editors & writers understand basic online sales & business models, they create more advertiser-friendly & profitable websites

RUN ONLINE LIKE PRINT SAME RULES

Run Web like Newspaper


Think like Publisher / Owner

1. 2. 3.

profit operations editorial

in this order

TOP Web Revenue Mistakes


of NEWSPAPER

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

Who they are What theyre doing How to beat them

The New

MelTaylorMedia.com Mel@MelTaylorMedia.com Oct. 7, 2011

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