Ellen Siminoff Presentation to National College Media Convention
1. Change Happens. Embrace it. Love it.
Ellen F. Siminoff
President and CEO
Shmoop University, Inc.
November 2, 2008
Associated College Press / College Media Advisers NaFonal Conference
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2. ‘Man plans and God laughs.’
Very o?en, in life and business, you won’t end up doing what you think you’re going to do
Shmoop University, Inc. Confidential 2
26. Tell Us How We Did
NEW: History of Journalism in America
Joseph Pulitzer, owner and editor of the New York World, quot;Spanish Treachery.” Front page of William Randolph
and the benefactor behind the Pulitzer Prize. Hearst's New York Journal after the sinking of the USS
Maine.
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33. Pardon Me, I’m StarOng to Sound Like
this Guy
“The picture’s pre^y bleak, gentlemen … the world’s
climates are changing, the mammals are taking over,
and we all have a brain about the size of a walnut.”
Shmoop University, Inc. Confidential “The Far Side” by Gary Larson 33
34. But, there are Some Bright Spots
Heavy Heavy Heavy Radio Heavy TV
Newspaper Magazine & &
& & Heavy Internet Heavy Internet
Heavy Internet Heavy Internet
HHI: $100K+ 166 162 147 128
HHI $150K+ 188 169 148 130
OccupaOon:
173 167 166 135
Mgmt
3+ DomesOc
149 141 134 116
Trips
Uses
Financial
Planning / 147 127 120 107
Money
Mgmt Svcs
Source: Newspaper National Network LP, 2006 MRI Doublebase, Base= Top 3 Market Adults 18+
36. College Newspapers are Feeling the
Pain, Too
“Nobody is making money online and
print is hurFng.” – anonymous college
newspaper adviser (not from Princeton)
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38. You Are in a Great PosiOon,
Believe it or Not
You have one of the most highly sought‐
aaer and most difficult to reach audiences
for marketers
>70% of college students have read their
newspaper at least once in the past week
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42. And There are More OpportuniOes
• Email alerts and daily news with ads
• Blog / RSS with ads ‐ Feedburner
• SMS alerts with ads – 4INFO
• Widgets – they have to be fun or useful to consume on Facebook
/MySpace, not just a news feed – e.g. try a “today on campus”
calendar widget, sports trivia, sports video highlights
• TargeFng alumni/student ediFons of your website
• New brands for your online property
• SEO – it’s free and it’s the best online markeFng
• Partner with your student radio staFon – stream and podcast
• Partner with your visual arts – try mulFmedia online storytelling
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