New Revenue for News Organizations

New Revenue Models Paul Gillin American Press Institute May 23, 2011

“ The number one thing we do as an organization is provide marketing services. If building a Flickr account will help a client’s business, we’ll do that for them. “Most of our sales are coming from social media work, events and services.” -Ben Ilfeld, Founder Advertising now comprises less than 50% of revenue. How Sacramento Press Does It

Today’s Revenue Model (Not to scale)

Revenue of the Future (Not to scale)

50 Revenue Streams Banners Scrolling banner Micro-sites Topical sections [email_address] @pgillin

Newsletters Syndication Text links Downloads [email_address] @pgillin

White papers Topical sections [email_address] @pgillin

Why Let Them Have All the Fun? Local advertising is a $25 billion annual market in the US. No one owns it. [email_address] @pgillin

How Local Merchants Advertise Can You Do More? [email_address] @pgillin

What Are You Doing to Help This Guy?

Beyond Classifieds What can we do to facilitate the sale beyond running the ad? [email_address] @pgillin

“ Reinventing newspaper classifieds means becoming more active in the selling process. Your job now is to help people sell cars, homes, bicycles; rent apartments; sell homes; find people jobs, and dates, and handymen. ” -Christopher Ryan and Steve Outing [email_address] @pgillin

Demonstrate Expertise [email_address] @pgillin

Take Part In the Sale [email_address] @pgillin Book with Contribute your review! $39.95 with coupon! Special Coupon Book For Our Readers! In partnership with

Event Promotion [email_address] @pgillin

Event Promotion Some b-to-b publishers are events companies disguised as magazines [email_address] @pgillin

Leverage Demographics and Psychographics Know More About the Customer

Demographics for Social Recommendations

Help Businesses Publish [email_address] @pgillin

Transaction Fees [email_address] @pgillin

Membership Has Its Rewards
Chat with local sports figures
Discounts at local businesses
Affinity programs
Education/training credits
Buyers clubs
Backstage passes
Advance screenings
Golf lessons
[email_address] @pgillin

What Craigslist Can’t Do
Contextualize
Compare
Tier Services
Advise
Give Back
Market
Review
Design
Rate
Package
Create Storefronts
Craigslist is freakin’ text ads. You can’t beat Craigslist at its own game. You must change the rules! [email_address] @pgillin

Can Paid Subscriptions Work? They’re Working For These Guys The key is to provide a high level of perceived value. You can’t sell subscriptions to a commodity. And is the tradeoff really worth it? [email_address] @pgillin

How About Micropayments? Ubiquitous A successful system must be: Drop-dead simple Rechargeable Can you enable this for your small business customers? [email_address] @pgillin

Seek Inspiration From Models That Work Customer ratings Personal profiles Comparative ratings Contextual advertising Local connections [email_address] @pgillin

How Starbucks Could Be a News Powerhouse Customer defines interests online… Presents affinity card at point of sale Back-room printer turns out custom newspaper… For customer to take to work. Payment by subscription fee or affinity program [email_address] @pgillin

New Revenue for News Organizations

by Paul Gillin on Jun 03, 2011

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New Revenue for News Organizations — Presentation Transcript