Digital News Transformation:The Story of a Print Magazine         Going Digital                WebMedley                  ...
Rather watch this        presentation?You can watch this video on YouTube.It’s 22 minutes long and describes thejourney on...
Agenda• What we know about most print  publications• What readers, advertisers, and publishers  want• Story of change• How...
WebMedley                        4bdotson@webmedley.com
News from Digital DevicesGrowing and Growing  •2nd only to local TV and set to  eclipse it  •17% growth last year         ...
Reader Expectations• Content available on any device• Ability to share content quickly and easily• Content is time stamped...
Advertiser Expectations•   Reports on views, clicks, and more•   IAB ad sizes & types•   Ads across properties•   Contract...
Publisher Needs• Easy and fast to update content• Same with ads• Help selling digital – from pitch to  close• No technical...
Unstated Needs from all Three• Hold my hand with this stuff, I don’t  want to be embarrassed• I want it all for a low pric...
Simplify and Choose•The Web can be a confusing place.   •Don’t know which tool to use?   •How do you know if your provider...
Our footprintClients are coast-to-coast…and then some!                    WebMedley                                       ...
WebMedley                        12bdotson@webmedley.com
They told us•    They want to have a mobile presence•    Need improvements in:1.   Site optimization2.   Search on the sit...
Hurdles?We Can Jump These•Culture and History•Investing in disruption and risking capital•Journalist relations•Confusing m...
What‟s the right model?                             Solo Contractor                           •Pro                        ...
Partnership                                  ViewTLR DIGITAL          WebMedley                                    16    b...
Ad Rates &Analytics                                •   Based upon your                                             current...
Example: Video Ads• Forecasted 47% increase in video ad  expenditure in 2012• 84% who didn‟t use video ads in 2011  will i...
Website                                 Conversion                    • Converting your site to a new                     ...
WebMedley                        20bdotson@webmedley.com
Flipboard +                        Able to                        syndicate                        across the web         ...
Email                                    marketing                        • Email is still a very strong way to           ...
Social media      WebMedley                                 23bdotson@webmedley.com
WebMedley                        24bdotson@webmedley.com
Next Steps for Them•   Foundation is set•   Mobile viewers•   Ad presentations and special offers•   Measure and tweak    ...
Mobile                            Options                        •   You may choose                            to have a “...
Digital  Flowchart     Hosting      WebMedley                        27bdotson@webmedley.com
Our Services & Pricing structure                                                                                  Digital ...
Want to know more?To learn more about thebenefits of migrating to amodern platform with apartner who understandspublishing...
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Transformation from Print to Digital

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This is a presentation about the transition from print with a website as an afterthought to a modern media company.

WebMedley helped the Lane Report by explaining what readers, advertisers, and publishers expect and then built a system to support it.

Learn about these expectations and how the two companies work together to achieve business goals.

Published in: Business, Technology
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  • There’s another cost – doing nothing
  • http://feedproxy.google.com/~r/Techcrunch/~3/tFrCex1ptFo/
  • This screenshot is of the old site
  • The new site
  • The new foundation allows for your media to be consumed on mobile devices.
  • Use an Ad Serving SystemRemove Flash as an optionForward to FriendMinor layout changesHow many mobile viewers?
  • Then
  • Now
  • Transcript of "Transformation from Print to Digital"

    1. 1. Digital News Transformation:The Story of a Print Magazine Going Digital WebMedley 1 bdotson@webmedley.com
    2. 2. Rather watch this presentation?You can watch this video on YouTube.It’s 22 minutes long and describes thejourney one magazine took to convert –culturally and technically.http://www.youtube.com/watch?v=Z0Vebhi78VQ WebMedley 2 bdotson@webmedley.com
    3. 3. Agenda• What we know about most print publications• What readers, advertisers, and publishers want• Story of change• How you can meet the needs while making more money• Resources required WebMedley 3 bdotson@webmedley.com
    4. 4. WebMedley 4bdotson@webmedley.com
    5. 5. News from Digital DevicesGrowing and Growing •2nd only to local TV and set to eclipse it •17% growth last year WebMedley 5 bdotson@webmedley.com
    6. 6. Reader Expectations• Content available on any device• Ability to share content quickly and easily• Content is time stamped but not time-bound• Ability to comment• Easy to find what I want WebMedley 6 bdotson@webmedley.com
    7. 7. Advertiser Expectations• Reports on views, clicks, and more• IAB ad sizes & types• Ads across properties• Contracts and spot buys• Social interaction WebMedley 7 bdotson@webmedley.com
    8. 8. Publisher Needs• Easy and fast to update content• Same with ads• Help selling digital – from pitch to close• No technical lock in to the partner provider WebMedley 8 bdotson@webmedley.com
    9. 9. Unstated Needs from all Three• Hold my hand with this stuff, I don’t want to be embarrassed• I want it all for a low price• You better be trustworthy WebMedley 9 bdotson@webmedley.com
    10. 10. Simplify and Choose•The Web can be a confusing place. •Don’t know which tool to use? •How do you know if your provider is honest? •The lack of results using in-house teams and/or solo contractors. •The digital marketing learning curve is too steep to climb alone.Who are these guys? WebMedley helps clients build a digital plan, determine how progress is measured, and grow revenue & traffic. Referrals are our #1 source of new business. WebMedley 10 bdotson@webmedley.com
    11. 11. Our footprintClients are coast-to-coast…and then some! WebMedley 11 bdotson@webmedley.com
    12. 12. WebMedley 12bdotson@webmedley.com
    13. 13. They told us• They want to have a mobile presence• Need improvements in:1. Site optimization2. Search on the site3. Ads appearing in mobile4. Develop related sites/assets• Consulting:1. Review the products2. Monthly meetings3. Quarterly Training sessions4. Revenue generating ideas-methods5. Digital marketing materials6. Presentations to key clients WebMedley 13 bdotson@webmedley.com
    14. 14. Hurdles?We Can Jump These•Culture and History•Investing in disruption and risking capital•Journalist relations•Confusing metrics and constant changes in digital•Paywall trend?•Aggregation? Everyone „s Change WebMedley 14 bdotson@webmedley.com
    15. 15. What‟s the right model? Solo Contractor •Pro • Low Cost • Either beginner or expert •Cons • Reliability • Limited skill set • Risk • Lack of results Digital Partner: In House:•Middle Cost • High cost- 3 min. Staff –•Must adhere to the deal Graphics, Webmaster,•Required to stay up to and Sales manager-speed on the trends. Do $145K Salaries•Has dedicated accountplanner Nothing? • • Politics/ HR Stagnation of skills•Possible revenue share WebMedley 15 bdotson@webmedley.com
    16. 16. Partnership ViewTLR DIGITAL WebMedley 16 bdotson@webmedley.com
    17. 17. Ad Rates &Analytics • Based upon your current traffic trends, we …... • We suggest you remain at a “niche pub” flat rate for now. There’s a great screenshot Of site traffic, but we can’t • Review a new rate structure in 6 months Show it in a public after…... presentation!!! • Experiment with CPA payments WebMedley 17 bdotson@webmedley.com
    18. 18. Example: Video Ads• Forecasted 47% increase in video ad expenditure in 2012• 84% who didn‟t use video ads in 2011 will in 2012• And more…
    19. 19. Website Conversion • Converting your site to a new CMS will improve your foundation, traffic potential and allows for a better mobile experience and publishing platform moving forward. • It could also give you more capability for video, blogs, & to increase social engagement. This will lead to more articles being indexed in search and shared through social media. WebMedley 19bdotson@webmedley.com
    20. 20. WebMedley 20bdotson@webmedley.com
    21. 21. Flipboard + Able to syndicate across the web and devices WebMedley 21bdotson@webmedley.com
    22. 22. Email marketing • Email is still a very strong way to promote a brand and have people engage with it on a consistent basis. • We can help increase your database through quarterly promotions that make sense for your publication and subscribers. • Design and implement templates, campaign strategies that will create more efficiency & analytics for you and the advertisers. WebMedley 22bdotson@webmedley.com
    23. 23. Social media WebMedley 23bdotson@webmedley.com
    24. 24. WebMedley 24bdotson@webmedley.com
    25. 25. Next Steps for Them• Foundation is set• Mobile viewers• Ad presentations and special offers• Measure and tweak WebMedley 25 bdotson@webmedley.com
    26. 26. Mobile Options • You may choose to have a “plug in” view of your content on a mobile device. • Or you may choose to have a design that is more like the home page of your sites. WebMedley 26bdotson@webmedley.com
    27. 27. Digital Flowchart Hosting WebMedley 27bdotson@webmedley.com
    28. 28. Our Services & Pricing structure Digital Partnership- Long term contract. True consulting ongoing Non Contract work- service task lists; basis, monthly Smaller budget contract work. Editing sites, basic graphic design maintenance, meetings, Training, p Larger Tasks: Converting sites, turn work, hosting. Hourly fees. No agency resenting ideas on top of all key training, hourly or retainer interaction with production team. necessary design work for all digital contracts for social media, online mkt, & designs. Minimal agency platforms. Full access to agency interaction with production team. team on your account.$0 $500/ mo. < $2,500/ mo. > $2,500+/ mo. Retainer Averages WebMedley 28 bdotson@webmedley.com
    29. 29. Want to know more?To learn more about thebenefits of migrating to amodern platform with apartner who understandspublishing:Call Bill Dotson 859 361 4464Orbdotson@webmedley.com WebMedley 29 bdotson@webmedley.com

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