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Webinar: New Digital Media Strategies For Increasing Audience Loyalty
- 1. The Leading Content Production Platform
© 2012 Skyword Inc, Confidential. All rights reserved.
New Digital Strategies To Increase
Audience Reach & Loyalty
April 24, 2013
- 2. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Today’s Presenters
Mark Jurkowitz
Associate Director, PEW Research Center
Julia Wallace
Market Vice President, Cox Media Group Ohio
Your Moderator
Michele Azan
Director Media Industry, Skyword
2#SkyContent
- 3. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Agenda
3
Key trends in the media industry
Disruptive forces shifting consumer
behavior
Challenges to increasing audience
acquisition
Redefining business models &
partnerships
Innovating new revenue streams
#SkyContent
- 4. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Who is Skyword
Accelerate your digital transformation
with
#SkyContent
- 5. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform 5
Mark Jurkowitz
Associate Director
The Survival of the
Newspaper Industry:
Facts and insights from
Pew Research Center
#SkyContent
- 6. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Key Trends Within Evolving Media Landscape
Cause for Alarm
In 2012, dailies lost 16
print ad dollars for every
digital ad dollar gained
Digital ad revenue grew by
only about 3% in 2012
New Orleans & the three-
day-a-week phenomenon
6#SkyContent
- 7. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
The Disruptive Forces In Media
7#SkyContent
Cause for Hope
About 450 dailies now going the
digital pay route
New revenue streams, including the
digital agency
Warren Buffet: The oracle of Omaha’s
big bet on the industry
- 8. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Challenges Facing Print Media
Impact of the Digital Disruption
23% of adults read a print daily yesterday
Number of people getting news on social networking
sites jumped up from 9% to 19% in 2 years
55% of NY Times readers use mostly online version
8#SkyContent
- 9. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Newspapers Diving into Digital
Santa Rosa Press Democrat:
– Projecting 60% growth of digital agency
The Columbia Daily Herald:
– Going from 1% to 15% digital revenue
Deseret News:
– Growing digital revenue at 44% a year
9#SkyContent
- 10. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
How To Launch The Digital Transformation
Win the internal culture wars
Develop philosophy of risk taking
Maintain editorial quality
10#SkyContent
- 11. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform 11
Julia Wallace
Market Vice President
New Business Models
New Partnerships
New Revenue Streams
#SkyContent
- 12. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
The Power of Legacy Brands
Reaching 93% of the market every week
Four daily newspapers
The #1 CBS affiliate in the country
The #1 radio station and only radio news stations
Top local news websites
12#SkyContent
- 13. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Innovating For New Revenue Sources
Digital is now our 4th platform
Focused on the customer
Changing the culture and expectations
Partnering with and learning from others
Out-sourcing and consolidating non-sales and
content functions
13#SkyContent
- 14. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
How Media Companies Monetize Into Digital
For advertisers, we sell audiences
For advertisers, we sell solutions
For other companies, we sell our services
For readers, we are beginning to sell digital subscriptions
14#SkyContent
- 15. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Key Takeaways
15
Streamline
operations √
Create new
culture
Create New
Revenue
Streams
Increase
Loyalty
#SkyContent
- 16. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
For More Information
Contact our guest speakers
– Mjurkowitz@journalism.org
– Julia.Wallace@coxinc.com
Request a Skyword demonstration
– Email us at learnmore@skyword.com
Keep up to date on news from Skyword!
– Blog at http://www.skyword.com/blog/
– Facebook at http://www.facebook.com/skyword
– Twitter @skyword
– LinkedIn Groups – Look for Skyword
16#SkyContent
Editor's Notes
- Skyword makes it easy for companies to create the depth and breadth of original content at scale that’s optimized for search and the social web.