Richard Hall

Who exactly is your Audience?

Would you pay … For this …? Rules and Regulations Governing Plumbers and Gas Fitters 248 CMR 1.00 - 11.00 Or this …?

Why should I pay for content? “I read it, but it’s not really valuable to me.”

So how do you pay the bills?

What’s your content worth? News costs money to gather – can you still afford to give it away? What will happen to you if your readers decide your content has no value to them?

Google says: “The whole secret here is the ads are worth more if they’re more targeted, more personal, more precise.” Eric Schmidt, CEO, Google

Writing on the wall?

Is content relevant? Greg Hadfield, former Telegraph Media Group’s head of digital development, says: “Most crucially, they (newspapers) need to rethink how they relate to their communities of readers, subscribers, and users, when they know next to nothing about members of their digital audience.

“They need to identify their most loyal users and then work harder to meet their individual needs.” “I don't have as much time as many to wait for the future. I want to help make it happen now.” Source: http://www.guardian.co.uk/media/organgrinder/2010/jan/19/why-left- telegraph-greg-hadfield

How good is your content?

Handheld for 40 years The UK’s No1 circulation daily newspaper.

Who decides what is relevant? Only your readers can decide what is of value to them.

A personalised newspaper

The value of individuated news Advertisers eager to reach local customers. Ads charged at 5 cents per ad, per subscriber (higher than online ads). Readers read what they want to read, and have the time to read.

People will pay your bills ONLY if you deliver relevance. But first you have to find out about the individuals who make up your various audiences.

Audiencentricity Relevance = Value. You are uniquely able to deliver relevance.

You already know … An individual’s: Subscriber history Reader Offer history Advertising history Accounts history

You may also know … Their mobile and home phone number Activity on your Website Some of their social media activity, etc … “How much does Google know?”

Information is valuable Google collects what information it can – and will use information to take even more revenue from you. You can collect very much more audience data than Google, or anyone else.

It pays to deliver value “Rich audience data enables you to deliver value and dominate your community.”

When you’ve got it, use it. To be rich, use rich audience data.

Tailor your content “In order to reach and retain profitable customers you have to understand what drives their purchasing decisions - and tailor messages and products to resonate with them.” … Nielsen PRIZM

Time on-site is your best measure. 35 30 25 20 15 Aug-09 10 Aug-08 5 0 Source: Editor & Publisher

You have to connect the dots. Web Mobile Print Social Publisher Advertiser

What Google CANNOT do Know if you are a Subscriber Know if you respond to Reader Offers Know your bank account details Know your home address etc.

What Google CAN do Deliver a very large audience Deliver interest-based advertising based on information about the Web pages people visit, or searches executed. Take large amounts of YOUR revenue!

For Profitable Relationships You have to: Acquire: lots of data, information, lists Grow: customer spend Manage: with offers, new products, etc Re-educate: if their spend declines Respect privacy – you already do all this

Do you also create Value-based opt-in inducements Membership/loyalty programs Referrals Affiliate networks & communities Microsites, etc.

Small newspaper - Big business 15,000 copies circulation 1,000,000+ individuals in CRM database $2+ millions added revenue Burgett Mooney, President News Publishing Company Rome, GA, USA Direct marketing business now bigger than his newspaper business

You don’t have to be big February 01, 20105800 7th Avenue • Kenosha, WI 53140 • (262) 657-1000 Daily paper – 22,000 circulation Generated more than $200,000 in new revenue the first year using the targeted marketing

Hunt for new Audience

Map and measure the response

“Hearst launches e-reader” Content delivery will be to an increasing range of digital devices. These devices are owned by individuals. iPad Apple iPad You therefore need to know who these individuals are, exactly.

Look behind the mask Persona literally means ‘mask’ although usually refers to the ‘social masks’ all humans supposedly wear http://en.wikipedia.org/wiki/File:Guatemala-Mask.jpg

Audience Touch Points Web visits Newspaper articles Subscriber Smart Phone database feeds Social Media Newsletters Other Opt-ins

Audience Touch Points Web visits Newspaper coupons Blogs SMS, RSS Social Media Movie Club registration

Only when you know … Who they are, as individuals, can you provide the relevance for which they are prepared to pay. With delivery to the platform they most use, when they use it.

Once you know your audience You can target any content, ads, direct marketing, etc: - to any individual, - to any device, - to anywhere. And you can make money.

Would this keep you engaged? ! 

Good looking and personal But what if you had a Website that kept individuals really engaged? What if your audience could personalise your content– just for themselves? What if you could provide this?

Personalised targeting pays … It provides real value for your audiences and your advertisers. People are willing to pay - for value.

Not cheap, but worth it! You like it It’s relevant You can afford it So you are prepared to pay for it.

Thank you richard.hall@dtint.com www.dtint.com DTI is proud to be an INMA business partner

Richard Hall

by INMA (International Newsmedia Marketing Association) on Feb 08, 2010

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Richard Hall — Presentation Transcript