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  • 1. ‘ Net Gain’ Building greater Web presence, revenue for your Catholic publication By Mark Lombard, managing editor of www.AmericanCatholic.org and director of Web business development at St. Anthony Messenger Press, and Mike Hayes, managing editor of Busted Halo ( www.BustedHalo.com ).
  • 2. Overview – Watch words
    • Passion.
    • Planning.
    • Feedback.
    • Collaboration.
  • 3. Passion
    • Passion becomes the engine to drive the healthy organization forward in realizing its vision to have real, sustainable and continued long-term impact to our audience caught in a vortex of many ideas and too many voices in the media market today.
  • 4. What excites us about new media.
    • Increase our news and/or feature hole as well as expand and “time-shift” our weekly, biweekly or monthly presence to include a potentially daily presence as well.
  • 5. What excites us about new media.
    • Increase our news and/or feature hole.
    • Give readers an easy way to communicate electronically from everything from letters to the editor to subscription changes.
  • 6. What excites us about new media.
    • Increase our news and/or feature hole.
    • Give readers an easy way to communicate with you electronically from everything from letters to the editor to subscription changes.
    • Build revenue, including advertising and circulation.
  • 7. What excites us about new media.
    • Increase our news and/or feature hole.
    • Give readers an easy way to communicate with you electronically from everything from letters to the editor to subscription changes.
    • Build revenue, including advertising and circulation.
    • Extend our reach to and engage with our current and prospective audiences, including engaging younger readers, drawing on such technologies as blogs, videos and podcasts.
  • 8. What excites us about new media.
    • Increase our news and/or feature hole.
    • Give readers an easy way to communicate with you electronically from everything from letters to the editor to subscription changes.
    • Build revenue, including advertising and circulation.
    • Extend our reach in new more accessible ways, including engaging younger readers.
    • Enhance our print product by complementing what is there and pointing the audience back to it.
  • 9. Who uses the Web?
    • A study of online news media Web sites found that users:
      • Tend to be younger, better educated and more active Internet users.
      • They shop online (over 90 percent of online users do so, with almost all becoming purchasers online). In fact, the Web has outpaced the Yellow Pages in business leads for the consumer.
      • Tend to see news-related Web sites as second in effectiveness to printed publications, but ahead of TV, radio news.
  • 10. Are newspapers and magazines in a death spiral caused by the Web?
    • The facts don’t seem to suggest so:
      • More than 80% of Internet users read the printed news publication or online news site or both in the course of a week.
      • Some 2/3 of all online news site users say both print and online products are convenient and useful depending on the time of day and situation in the world.
      • Print publications and online news sites reach more 18-34 year olds than the average half hour of prime time TV, a.m. TV news and morning radio.
  • 11. New audience ethos – The World (without borders) is my oyster
    • Defined by their desire for:
      • Openness.
      • Participation.
      • Interactivity.
      • Individual empowerment (and questioning of authority).
      • Choice.
      • Convenience.
      • Control.
  • 12. What does your audience want and why are they turning to the Web and other new media.
    • It’s at their fingertips.
      • But are we a click away or many clicks to the info they need? And do they know how to find us and is easy to do so?
  • 13. What does your audience want and why are they turning to the Web and other new media.
    • It’s at their fingertips.
      • But are we a click away or many clicks to the info they need? And do they know how to find us and is easy to do so?
    • It has immediacy.
      • But does our site? Are we updating regularly and frequently with compelling, timely content?
  • 14. What does your audience want and why are they turning to the Web and other new media.
    • It’s at their fingertips.
      • But are we a click away or many clicks to the info they need? And do they know how to find us and is easy to do so?
    • It has immediacy.
      • But does our site? Are we updating regularly and frequently with compelling, timely content?
    • It answers questions they have.
      • But are we being responsive to answer their questions or offering information to questions we would hope they have?
  • 15. What does your audience want and why are they turning to the Web and other new media.
    • It’s at their fingertips.
      • But are we a click away or many clicks to the info they need? And do they know how to find us and is easy to do so?
    • It has immediacy.
      • But does our site? Are we updating regularly and frequently with compelling, timely content?
    • It answers questions they have.
      • But are we being responsive to answer their questions or offering information to questions we would hope they have?
    • It’s interactive.
      • But do we offer ways for our audience to engage with the content and do we offer a feedback loop?
  • 16. What does your audience want and why are they turning to the Web and other new media.
    • It’s at their fingertips.
      • But are we a click away or many clicks to the info they need? And do they know how to find us and is easy to do so?
    • It has immediacy.
      • But does our site?
    • It answers questions they have.
      • But are we being responsive to answer their questions or offering information to questions we would hope they have?
    • It’s interactive.
      • But do we offer ways for our audience to engage with the content and do we offer a feedback loop?
    • It’s searchable.
      • But is our content data based so readers can pull various information together in ways we’ve never thought of?
  • 17. What does your audience want and why are they turning to the Web and other new media.
    • It’s at their fingertips.
      • But are we a click away or many clicks to the info they need? And do they know how to find us and is easy to do so?
    • It has immediacy.
      • But does our site?
    • It answers questions they have.
      • But are we being responsive to answer their questions or offering information to questions we would hope they have?
    • It’s interactive.
      • But do we offer ways for our audience to engage with the content and do we offer a feedback loop?
    • It’s searchable.
      • But have we made sure our content is all data based?
    • It’s habit forming.
      • But do we offer enough content and keep it fresh to encourage our audience to return over and over and tell “family, friends and neighbors”?
  • 18. A field of dreams?
    • Many organizations follow the precept of Field of Dreams and THE line from that movie: “If you build it, they will come.”
    • We as managers might think that “if we build it,” we will realize:
    • New audience.
    • Greater circulation for the print publication.
    • Greater advertising revenue on the Web.
  • 19. Keep dreamin’
    • Not necessarily so. “If you build it … they will come” ONLY:
    • When they can find it easily.
    • When they need it.
    • When they want it.
    • When there are reasons for them to return to it.
    • When there are reasons for them to tell others about it.
    • When you have correctly identified how you can make their lives easier, deeper, broader.
  • 20. The results of the dream fulfilled
    • Increased Web traffic.
    • A more engaged, more loyal audience that ultimately can say, “our faith, our love of God is enhanced by coming to this site.”
    • An audience that is looking to your organization for print or new media products.
    • Increased advertising, as advertisers begin to see your increasing numbers and have a sense that there message is not buried or in a place that your audience would have no reason to go to.
  • 21. How do we make changes
    • Innovation must be powered by a thorough understanding of what our audience wants and needs in their lives, what they like or dislike about how we make, package, market and support our message.
    • Leaders understand that building innovation is rarely accomplished by breakthroughs or lightning strikes. Rather it is the result of hard work AUGMENTED by creative human-centered discovery processes and cycles of prototyping, testing and refinement .
  • 22. How to begin
    • Seek what your audience needs from you at the outset. Have your staff begin the process of interacting with your audience at all levels as well as to organizations to which yours is associated.
    • Look to work being done on the Web that might be idea starters. But the key is not the newest gizmo, but those approaches that best reach your audience.
    • Take a human-centered approach, rather than a business or technology oriented approach. If they come, the business opportunities follow; the tech issues should be at the service of the human needs.
    • Develop a plan, a map of where to go, before laying down the pavement of that new road.
  • 23. Some issues to consider
    • What now gets the highest traffic on your site. Are you tracking your traffic, and are you closely examining those reports?
    • What takes advantage of your advantages. If you’re in a diocese, for instance, are you using the multi-media resources from other offices and joining those with work your staff is doing?
    • Are we connecting with local schools, parishes and other offices to tap what their audiences need and getting the word out through them about how you can meet some of those needs.