This document discusses potential revenue streams for media companies from various digital platforms. It presents two models - one focused on supporting revenues through contributors and partnerships, while the other emphasizes active citizen engagement and local contributions to generate revenues. The document raises questions about a company's existing digital revenues, goals for recovering analog losses digitally, and capabilities around local video, contextual advertising, email marketing and promotions.

1. The Future of Media Groups:
Some Notes on Revenues
(part 4 of 4)

2. Which Platform is Best for Revenues?
Some media companies have been trying to include users as
content generators and hence they benefit from a better
brand image and diversified revenues.
The following two slides present two different visions of
approaching long term income generation.
From my experience, media managers will use them as the
basis for a much longer discussion

3. Which Platform is Best for Revenues: This One?
Current and potential
Support of Revenues
competitors
Other contributors
Other contributors
Other
Other
contributors
contributors
Own
News
Wired
Wire
services
services

4. …Or This One?
Advertising network
Partnerships
Classifieds
Training
Etc… Bloggers,
Other contributors
E.Comm
Local
Active Citizens Contributors
physical
Database
activities Other contributors
External sites
Citizens Other contributors E.Comm
Own virtual
Events:
News
Sport, other
Et cetera Data bases
Wire services Niche
verticals
Fairs
Links Crowdsourcing
Members
Market hips
analysis
Coupons Local
deals
Rest, life…
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5. Other Questions About your Company
On Revenues
 What is the % of revenues coming from digital?
 What is the % of analog revenues lost you intend to recover with digital
during next 3 years?
 What is the % of digital revenues not
coming from static formats?
 Do you have self service advertising?
 Do you have specialized sales force?
(al least for some projects)
 Formats in which you serve ads?
I.A.B., Internet Ad Revenues by Format 2009 v (2007)

6. Be Ready for this Scenario
OTRO
EJEMPLO

7. Fish Where Consumers are
Marketers Interest in Two-way Media for 2010
Booze & Company, Marketing & Media Ecosystem, 2010

8. “An Emerging Agenda for Digital Leadership”
Booze & Company, Marketing & Media Ecosystem, 2010
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9. When the Going Gets Tough…
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10. Revenues from the Local Market: Video, highest ad awareness
Increased usage Greater Effectiveness for Advertisers
Highest impact, yet not bothersome
How do you capture local video?
How many pieces do you get per week?
Interactive features for users?
What % of your traffic comes from it?

11. Revenues From the Local the Local Market:
Revenues From Market
Search  Search technology: indispensable to manage the ever increasing
amount of database driven content. Improves answer relevancy
 Advertising: to benefit from contextual ads by linking content with advertising
Also:
 Merchandising: by connecting buyers’ needs and desires with products, with fewest
possible clicks. Tools that allow up-selling and cross-selling in contextual and
personalized way
 Content: to create specials, to update previous content, for classification clustering…etc.
For a Media group: it facilitates content creation and increases advertising inventory
(web pages) at no cost.
 Personalizing: finding the known as well as the unknown (related content and products)
 Search also:
-Improves answer relevancy in classifieds
-Gives unity and sense to a series of disparate data sources
-Allows for more relevant business and consumer connections
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12. Revenues From the Local Market
Contextual Advertising
 The importance of search transcends Google.
 Contextual advertising places ads very exactly on websites, &
mobiles. That’s why it’s called “precision marketing”
 Served at the time and place chosen by agency: premium charged
 When well done, ads can be as useful as content for the user
 It can be used with traditional ads (e.g. banners), text, video
 Advertising moving to performance formulas: traffic becoming
more important (higher click through volumes)
Can you do it now?

13. Revenues From the Local Market
E-Mail Marketing
Based in discriminated customer lists to email content, alerts,
offers…often with targeted ads
 Business clients need it to generate repeat business (existing customers and
new ones)
 Be reassured: businesses benefit from being linked to a reliable local
brand, opt-in pool of consumers (i.e. giving consent), higher expertise and
lower costs
If possible, wrapped in your own brand, but with material created/managed
by local experts. Also, video email mktg.
The Local Media Player relies on advertisers, consumers and
commercial expertise to satisfy a real local need
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14. Revenues From the Local Market
Promotions
 Businesses need short-term increases of sales
 Advertisers moving budgets to lead generation
 Coupons, discounts (in price, free shipping or extra merchandise) & rebates
(mainly for services, since no sale today = lost sale), samplings, sweepstakes,
games…etc, address the consumer directly. They can complement other mktg
actions.
 Medium local businesses do not have the infrastructure/expertise. Often
excluded from P.O.S. actions because of size.
 A new gym, a restaurant under new management, a business selling out stock,
communicating a new location…are examples of local life
 A local media player is in a position to satisfy those needs with creativity

15. Contextual and Opportunistic E-commerce
Not to be discarded!
Some papers acknowledge good profit from it

16. fs@fernandosamaniego.com +1 787 309 2927