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Michael Gay: The year mobile took over: How local news adapted
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Michael Gay: The year mobile took over: How local news adapted


Michael Gay …

Michael Gay

VP of Interactive Media, Journal Broadcast Group

Michael Gay joined Journal Broadcast Group in 2012 and oversees the digital sales and product development strategies for the company’s more than 100 websites, mobile apps and social channels. Gay led the relaunch of Journal’s TV and radio websites to improve the mobile experience for their users, which resulted in significant traffic increases. With the recent launch of national sites and, mobile and social experiences were emphasized. Prior to Journal Broadcast Group, Gay served in roles at Hearst Television, CBS Television and Young Broadcasting.

Published in News & Politics
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  • 1. 2013: The Year Mobile Took Over Journal Broadcast Group! Michael Gay, VP Interactive Media
  • 2. Where we started • Native apps available, but no mobile websites! • No on-air marketing or support for downloading of apps! • No use of app notifications for breaking news alerts
  • 3. 2013: Mobile Shift 0 25 50 75 100 Jan Feb March April May June July August Sept Oct Nov Dec Mobile Desktop
  • 4. The problem: Monetizing mobile
  • 5. Comparing platform value Before redesign of mobile Desktop Mobile Site Mobile App Ads per page 5 1 1 Total CPM $35CPM $3CPM $3CPM PVs/Session 3 2 6 Value/Session $105CPM $6CPM $18CPM
  • 6. Comparing platform value After redesign of mobile Desktop Mobile Site Mobile App Ads per page 5 1 → 2 1 → 2 Total CPM $35CPM $3CPM → $12CPM $3CPM → $12CPM PVs/Session 3 2 → 5 6 → 8 Value/Session $105CPM $6CPM → $60CPM $18CPM → $96CPM
  • 7. Significance of user reviews • Users weren’t a fan of our efforts that added more and larger ads
 • We’re constantly working to find the balance between the need to monetize and the need to satisfy our users • Currently minimizing use of prominent ads that are below a certain CPM
  • 8. Premiere
  • 9. NewsChannel 5 mobile site premiere • This weekend we relaunched mobile site for
 • Phase 1 features: • Infinite scrolling of content • Image-dominant design • Quick-load story pages • Geo-based weather content • Live streaming video of shows • Shared URLs Before After
  • 10. Michael Gay VP Interactive Media