Black Press Online Advertising Presentation


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Black Press Online Advertising Presentation.

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Black Press Online Advertising Presentation

  1. 1. Presented by Scott Elliott Delivering local content direct to local audiences online.
  2. 2. <ul><li>The Sites - - Web Papers - </li></ul><ul><li>- - Flyerland </li></ul>Agenda <ul><li>About Me </li></ul><ul><li>The Stuff </li></ul><ul><li>We’re a hit </li></ul><ul><li>The Demo </li></ul>Fast Facts The Numbers The Value
  3. 3. <ul><li>Facilitating digital strategies for National and Regional companies and their agencies. </li></ul>About Me <ul><li>National Online Account Manager </li></ul><ul><li>Dedicated to online advertising. </li></ul><ul><li>Direct contact with the design, development, and ad trafficking teams. </li></ul><ul><li>Direct contact with 75 BC Publications and their web editors. </li></ul><ul><li>Access to a further 80 publications in Alberta and Washington. </li></ul>Add me! LinkedIn: elliottscott Twitter: scott_adsonline Enjoys holding hands, Long walks on the beach, etc., etc.
  4. 4. The Value of Black Press Providing award-winning journalism to over 80 B.C. communities in print and 24/7 online. Largest locally embedded news contingent in Western Canada. We use best-of-breed tools. Web ads are served with DoubleClick, and our audience is tracked using Omniture. All content is produced and updated by our deeply connected local newsroom using a web-first strategy. Our websites are professionally managed by a core team of experienced New Media experts. All online advertising accounts are professionally managed by a dedicated online marketing specialist. Multiple niche sites – free and paid classifieds, real estate, getaways, flyers, coupons, videos, directories, employments, and renovation. National Partnership with Metroland and their online portal
  5. 5. <ul><li>2.4 Average Visits per Visitor </li></ul>Fast Facts <ul><li>1,000,000+ Unique Visitors/Month (RON) </li></ul><ul><li>3.3 Average Minutes per Visit </li></ul><ul><li>7 Total Pages Viewed on Average </li></ul>4,500,000+ Page Views/Month (RON) Average user between 25 to 54 years old Average income $40K - $59,999
  6. 6. We cover B.C. LOWER MAINLAND Abbotsford News Agassiz Observer Aldergrove Star Bowen Island Undercurrent Burnaby News Leader Chilliwack Progress Cloverdale Reporter Hope Standard Indulge Magazine Langley Times Maple Ridge News MetroValley Classifieds Mission City Record New Local Home New Westminster News Leader North Shore Outlook Peace Arch News Richmond Review South Delta Leader Surrey North Delta Leader The Tri-City News WestEnder BC INTERIOR NORTH & SOUTH 100 Mile House Free Press Arrow Lakes News Ashcroft Cache Creek Journal Barriere Star Journal Burns Lake Lakes District News Caledonia Courier Castlegar News Clearwater Times Golden Star Grapes to Wine Houston Today Invermere Valley Echo Kamloops This Week Kelowna Capital News Keremeos Review Kitimat Northern Sentinel Kootenay News Advertiser Kootenay Woman Lake Country Calendar Lakeshore News Merritt Herald Nelson Star Okanagan Falls Review Penticton Western News Prince George Free Press Quesnel Cariboo Observer Revelstoke Times Review Salmon Arm Observer Sicamous Eagle Valley News Similkameen Spotlight Smithers Interior News Summerland Review Terrace Standard The Northern View Trail-Rossland News Vanderhoof Omineca Express Vernon Morning Star Williams Lake Tribune Wine Trails VANCOUVER ISLAND Alberni Valley News Campbell River Mirror Comox Valley Record Cowichan News Leader Pictorial Goldstream News Gazette Gulf Islands Driftwood Ladysmith Chronicle Lake Cowichan Gazette Monday Magazine Nanaimo News Bulletin North Island Gazette North Island MidWeek Oak Bay News Parksville Qualicum Beach News Peninsula News Review Saanich News Sooke News Mirror Victoria News Where Magazine SPECIALTY WEB SITES More coming soon…
  7. 7. <ul><li> </li></ul><ul><li>Only BC News </li></ul><ul><li>Video content </li></ul><ul><li>Community calendar </li></ul><ul><li>User generated content </li></ul><ul><li>Question of the week </li></ul><ul><li>Twitter feed </li></ul><ul><li>Comics, Puzzles, </li></ul><ul><li>and more! </li></ul>The Sites
  8. 8. <ul><li>Web Papers </li></ul><ul><li>“ Web First” policy </li></ul><ul><li>Local news </li></ul><ul><li>Video content </li></ul><ul><li>Community calendar </li></ul><ul><li>User generated content </li></ul><ul><li>Question of the week </li></ul><ul><li>Twitter feed </li></ul><ul><li>Comics, Puzzles, </li></ul><ul><li>and more! </li></ul>The Sites
  9. 9. <ul><li> </li></ul><ul><li>All classified ad’s go online </li></ul><ul><li>Advertised in all papers </li></ul><ul><li>High page view ratio </li></ul><ul><li>Viewers are looking to buy </li></ul><ul><li>Target by region, paper and/or category </li></ul>The Sites
  10. 10. <ul><li>UsedEverywhere </li></ul><ul><li>Largest Canadian owned Free Classified </li></ul><ul><li>Avg 9.5 minutes per visit </li></ul><ul><li>6 visits per unique user per month. </li></ul><ul><li>Advertise by location and/or theme. </li></ul>The Sites
  11. 11. <ul><li>Flyerland </li></ul><ul><li>Flyers, Brochures, etc. </li></ul><ul><li>Deals & Feature Deals </li></ul><ul><li>Coupons </li></ul><ul><li>Banner, Skyscrapper & Box </li></ul><ul><li>Prov/National clients are included in Ads/Promos/PR </li></ul>The Sites
  12. 12. Flyerland Testimonials <ul><li>“ [We are] running in the products section and since they have added a Catalogue/Flyer the page views and sales have almost tripled compared to the month of May and we are only half way through June!” </li></ul><ul><li>-Sony Canada </li></ul><ul><li> is a great way for us to have increased exposure for our flyers. Flyerland continues to do a superior job managing our flyers and insuring that the correct version is served up to our customers. We have seen substantial growth in traffic viewing of our flyers with and look forward to growing this partnership. </li></ul><ul><li>- Wal-mart Canada </li></ul>“ has provided us with a great service for the last two years. Not only is this a great advertising venue for retailers, but continually promotes the site in order to attract new Customers to our flyers. The site is professional looking and is very creditable due to the participation by so many well known companies – but most importantly, the site is extremely user-friendly for new and existing Customers!” -National Sport
  13. 13. We’re a hit <ul><li>We use Omniture to monitor our anaytics and Doubleclick to display and monitor our advertisements. </li></ul><ul><li>UsedEverywhere and Flyerland use different software and provide us with analytics on a monthly basis or by request. </li></ul><ul><li> </li></ul><ul><li> More then 4 Million views a month! Not including Flyerland or Used. </li></ul>Web Site Uniques Visits Views 122,425 134,251 311,266 93,927 133,340 1,130,424 1,788,700 52,438,780 73,057 473,902 Other Specialties 47,147 78,634 234,252 BC North & Central 140,177 199,035 693,740 BC South 133,511 174,924 535,676 Vancouver Island 168,058 215,086 730,845 Lower Mainland 248,718 317,387 1,007,254 April 2010
  14. 14. <ul><li>Even an unclicked (but viewed) ad can play an important role in promoting your company. A well-designed ad will catch a viewer’s eye and promote brand recognition and brand loyalty. </li></ul>The Value of CPM <ul><li>The Black Press network provides naturally targeted and highly desirable audiences/leads. </li></ul>CPM-based advertising would be more suited for your company or client if your desired keywords are very popular and expensive. Do you know where ad is being placed? Our content is brand safe. We don’t sensationalize our news. We only publish news that is locally relevant and oriented. You get what you pay for - invest in quality content, desirable audiences, and valuable leads. A Cost-Effective Alternative To CPC Source:
  15. 15. The Numbers <ul><li>50,000 Impressions at $15 = $750 </li></ul><ul><li>500,000 Impressions at $15 = $7500 - 15% Discount = $6375 </li></ul><ul><li>1,000,000 Impressions at $15 = $15,000 - 25% Discount = $12,750 </li></ul>Ad File Type Banner/ Skyscrapper Box Button (static) Animated GIF $15.00 $20.00* $12.00* Flash Ad $22.00 $27.00 Expandable Ad $28.00 $32.00 CPM - Min 50,000 Imp. *n/a on BC Classified
  16. 16. <ul><li>Award winning newsrooms. Web first strategy. </li></ul>Things to remember <ul><li>Located in more then 80 B.C. communities. </li></ul><ul><li>“ is a great way for us to have increased exposure for our flyers.” </li></ul>1,000,000+ Unique Visitors/Month (RON) The Black Press network provides naturally targeted and highly desirable audiences/leads. Brand safe, locally relevant and oriented content.