New Revenue for News Organizations

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  • It all starts with the “Login with Facebook” button. It gives visitors the chance to log into your website with their Facebook user name and password, and is followed by a “Request for Permission” screen (above), which gives website operators a chance to capture extended information about the visitor, such as the “like” buttons they’ve clicked, their birth date, the city they live in and more. Unlike Facebook’s Social Plug-Ins, which are very simple and easy to install, the Graph API is a bit more difficult to get up and running, but it also offers much greater access to read and write information from Facebook.com to a third-party, destination website. Websites that take time to do that, have access to richer information about their visitors than ever before. Facebook users profiles and actions create more accurate, detailed demographics than any other media channel. Integrating the Graph API allows online marketers to build stronger relationships with website visitors through greater insights about the preferences
  • Amazon is using Facebook’s Graph API to take even more guesswork out of gift giving. Amazon introduced recommendations before Facebook even existed, but they were recommendations from anyone who had purchased something we bought. They weren’t personalized. They weren’t social. By integrating the Graph API, Amazon lets visitors know what recording artists and authors their friends like, what they’ve bought themselves in the past and when their birthdays are.
  • New Revenue for News Organizations

    1. 1. New Revenue Models Paul Gillin American Press Institute May 23, 2011
    2. 2. “ 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
    3. 3. Today’s Revenue Model (Not to scale)
    4. 4. Revenue of the Future (Not to scale)
    5. 5. 50 Revenue Streams Banners Scrolling banner Micro-sites Topical sections [email_address] @pgillin
    6. 6. Newsletters Syndication Text links Downloads [email_address] @pgillin
    7. 7. White papers Topical sections [email_address] @pgillin
    8. 8. 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
    9. 9. How Local Merchants Advertise Can You Do More? [email_address] @pgillin
    10. 10. What Are You Doing to Help This Guy?
    11. 11. Beyond Classifieds What can we do to facilitate the sale beyond running the ad? [email_address] @pgillin
    12. 12. “ 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
    13. 13. Demonstrate Expertise [email_address] @pgillin
    14. 14. 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
    15. 15. Event Promotion [email_address] @pgillin
    16. 16. Event Promotion Some b-to-b publishers are events companies disguised as magazines [email_address] @pgillin
    17. 18. Leverage Demographics and Psychographics Know More About the Customer
    18. 19. Demographics for Social Recommendations
    19. 20. Help Businesses Publish [email_address] @pgillin
    20. 21. Transaction Fees [email_address] @pgillin
    21. 22. Membership Has Its Rewards <ul><li>Chat with local sports figures </li></ul><ul><li>Discounts at local businesses </li></ul><ul><li>Affinity programs </li></ul><ul><li>Education/training credits </li></ul><ul><li>Buyers clubs </li></ul><ul><li>Backstage passes </li></ul><ul><li>Advance screenings </li></ul><ul><li>Golf lessons </li></ul>[email_address] @pgillin
    22. 23. What Craigslist Can’t Do <ul><li>Contextualize </li></ul><ul><li>Compare </li></ul><ul><li>Tier Services </li></ul><ul><li>Advise </li></ul><ul><li>Give Back </li></ul><ul><li>Market </li></ul><ul><li>Review </li></ul><ul><li>Design </li></ul><ul><li>Rate </li></ul><ul><li>Package </li></ul><ul><li>Create Storefronts </li></ul>Craigslist is freakin’ text ads. You can’t beat Craigslist at its own game. You must change the rules! [email_address] @pgillin
    23. 24. 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
    24. 25. 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
    25. 26. Seek Inspiration From Models That Work Customer ratings Personal profiles Comparative ratings Contextual advertising Local connections [email_address] @pgillin
    26. 27. 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

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