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Leveraging Digital Best Practices to Grow Revenue
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Leveraging Digital Best Practices to Grow Revenue

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This practical guide shows online publishers how to generate more revenue through subscriber growth, improved ad revenue, and the creation of new revenue streams.

This practical guide shows online publishers how to generate more revenue through subscriber growth, improved ad revenue, and the creation of new revenue streams.

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Leveraging Digital Best Practices to Grow Revenue Presentation Transcript

  • 1. Leveraging Digital Best Practices  to Grow Revenue
  • 2. Agenda1. Growing Digital Subscriptions2.. Improving Ad Revenue Improving Ad Revenue3. Creating New Revenue Streams4.4 Growing Your Email Database Growing Your Email Database5. Leveraging Search to Attract New Readers
  • 3. Growing Digital SubscriptionsCommon Approaches:1. Provide Incentives to Encourage Signups2. Offer Flexible Paid Subscription Options3. Send Reminders to Users with Expired Accounts 4. Give Free Limited Period Upgrades 5. Build Customer Trust by Providing Efficient Support6. Soft Sell Your Product by Providing Relevant Information 
  • 4. Growing Digital Subscriptions Increase Pageviews15K visitors/moIncrease of 1.7 pageviews per visit.
  • 5. Growing Digital SubscriptionsIncrease Pageviews Increase of 1.2 pageviews per visit.
  • 6. Growing Digital SubscriptionsYes, a Professional Appearance Is Important! Visitors form impressions of a Web site in as little as 50  Visitors form impressions of a Web site in as little as 50 milliseconds (1/20th of a second). Through the “halo effect” first impressions influence  Through the “halo effect” first impressions influence subsequent judgments of perceived credibility, usability,  quality and ultimately influence purchasing decisions.
  • 7. Growing Digital SubscriptionsYes, a Professional Appearance Is Important!
  • 8. Growing Digital SubscriptionsYes, a Professional Appearance Is Important! Visitors form impressions of a Web site in as little as 50  Visitors form impressions of a Web site in as little as 50 milliseconds (1/20th of a second). Through the “halo effect” first impressions influence  Through the “halo effect” first impressions influence subsequent judgments of perceived credibility, usability,  quality and ultimately influence purchasing decisions.
  • 9. Growing Digital SubscriptionsYes, a Professional Appearance Is Important!
  • 10. Growing Digital SubscriptionsYes, a Professional Appearance Is Important!
  • 11. Growing Digital SubscriptionsEstablish Confidence
  • 12. Growing Digital SubscriptionsEstablish Confidence
  • 13. Growing Digital SubscriptionsGet Local! 70% of content is focused on local events events.
  • 14. Growing Digital SubscriptionsGet Local!
  • 15. Growing Digital SubscriptionsGo Local! …“hyper-local” media targeting audiences and advertisers…
  • 16. Growing Digital SubscriptionsGo Local!
  • 17. Growing Digital SubscriptionsGo Local!
  • 18. Growing Digital SubscriptionsGo Local! 12 percent penetration — the highest of any newspaper in the United States. y p p “All of us know that the main reason anybody All reads a local newspaper is for local names and pictures. Thats the one thing we can do better than anybody else. And thats the thing our readers cant get anywhere else." t t h l "
  • 19. Growing Digital SubscriptionsStrong Calls to Action
  • 20. Growing Digital SubscriptionsStrong Calls to Action
  • 21. Growing Digital SubscriptionsStrong Calls to Action
  • 22. Growing Digital SubscriptionsCommunicate the Value
  • 23. Improving Ad RevenueFocus on Value, Not Volume!
  • 24. Improving Ad RevenueFocus on Value, Not Volume! •Visitor Click‐Through Rates •Value of Display Ads to Advertisers •Price Advertisers Are Willing to Pay •Price Advertisers Are Willing to Pay •Publisher’s Revenue
  • 25. Improving Ad RevenueFocus on Value, Not Volume
  • 26. Improving Ad RevenueFocus on Value, Not Volume 14 Display Ads!
  • 27. Improving Ad RevenueFocus on Value, Not Volume! …offer advertising solutions that give advertisers the opportunity to create  offer advertising solutions that give advertisers the opportunity to create REAL consumer value; the kind of value that complements and even enhances  the value of high quality editorial content; the kind of value that niche brand  publishers specialize in creating. What would advertisers be willing to pay a premium for?  The holy grail of every advertiser — to become media, i.e. to create high  yg y g quality content that attracts and retains an audience of current and  prospective customers… where the ads are as valuable as the “editorial”  content. Scott Karp, Co‐founder & CEO of Publish2, Inc.
  • 28. Creating New Revenue StreamsFocus on Value, Not Volume
  • 29. Creating New Revenue StreamsFocus on Value, Not Volume
  • 30. Creating New Revenue StreamsFocus on Value, Not Volume
  • 31. Creating New Revenue StreamsFocus on Value, Not Volume
  • 32. Creating New Revenue StreamsFocus on Value, Not Volume
  • 33. Creating New Revenue StreamsFocus on Value, Not Volume
  • 34. Creating New Revenue StreamsLeverage Your Knowledge
  • 35. Creating New Revenue StreamsLeverage Your Knowledge
  • 36. Creating New Revenue StreamsLeverage Your Knowledge
  • 37. Creating New Revenue Streams
  • 38. Creating New Revenue Streams
  • 39. Creating New Revenue Streams
  • 40. Creating New Revenue Streams
  • 41. Creating New Revenue Streams
  • 42. Creating New Revenue StreamsAffiliate Marketing $1,500 - $7,500/mo
  • 43. Creating New Revenue StreamsSponsored Emails $250 – $1,500/email
  • 44. Creating New Revenue StreamsDedicated Emails $5,000 - $10,000 Sent Weekly
  • 45. Creating New Revenue StreamsDedicated Emails
  • 46. Growing Your Email Database
  • 47. Growing Your Email Database
  • 48. Growing Your Email Database
  • 49. Leveraging Search
  • 50. Leveraging Search
  • 51. Leveraging Search
  • 52. Leveraging Search
  • 53. Leveraging Search
  • 54. James Windrow James Windrow Director of Interactive Marketing McMurry Email: james.windrow@mcmurry.com Twitter: @jameswindrow Phone: 480.463.4848 SMS: txt  james to 50500 SMS: txt “james” to 50500Thank you! y