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The Business of News
The Business of News
The Business of News
The Business of News
The Business of News
The Business of News
The Business of News
The Business of News
The Business of News
The Business of News
The Business of News
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The Business of News

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My SAScon 2011 presentation for the Search & PR panel on the business of online news and how you can find opportunities for SEO.

My SAScon 2011 presentation for the Search & PR panel on the business of online news and how you can find opportunities for SEO.

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  • 1. The Business of News<br />Barry Adams<br />Pierce Communications<br />@badams<br />
  • 2. Newspapers<br />
  • 3. News as a business<br /> Journalists make up a small % of a news organisation<br /> Other big departments:<br /> Marketing &amp; Advertising<br />Print &amp; Distribution<br /> Classifieds<br />What is a newspaper’s business model?<br />
  • 4. A newspaper’s business model is…<br />Informing the public? X<br />Selling papers? X<br />Selling advertising? √<br />Selling classifieds? √<br />
  • 5. Measurement of success<br />Circulation<br />Not because the sale of papers makes a lot of money (it doesn’t)<br />But because circulation = audience<br />And a bigger audience means:<br />more advertising money<br />a stronger classifieds market position<br />
  • 6. In the online world, circulation is replaced by unique visitors<br /> But this is not an equal measurement because…<br /> The classifieds market has been taken over by specialisedsites<br /> And advertising alone doesn’t cover the costs<br />
  • 7. Newspapers in the 21st century<br /> Newspapers don’t have a replacement business model (yet)<br />Paywalls don’t work<br />Paid apps are barely off the ground<br />Circulation is dropping steadily<br />Advertising revenue is plummeting<br />
  • 8. What will happen<br />In 10-15 years half of all print newspapers will have disappeared<br />News will be the purview of a select few organisationswho have successfully monetised it<br />Basic news will be free, but ‘advanced’ news will have a price tag<br />
  • 9. In the meantime…<br /> Papers will cling to old business models and desperately hang on to their fading glory<br /> Costs will be cut, newsfloors will become emptier, papers will publish more fluff<br /> Online, Unique visitors and Pageviews will be the currency of choice<br />
  • 10. How can you profit?<br /> Give a newspaper what it wants:<br />Content you pay them for to get published<br />Traffic to their websites<br />Partnerships for content that is too dear for them to produce themselves<br />Monetisation opportunities<br />Buy content<br />Buy links<br />Buy/sponsor news sections<br />
  • 11. Ideas<br />Build an app for a newspaper<br />Sell your SEO services cheap in return for links<br />Become their online marketing partner<br />…?<br />

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