News Rewired Presentation


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A presentation given by's deputy editor James Fryer at the news:rewired event held at City University London event on Thursday 14 January 2010. See and for more information.

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  1. 1. Making money | |01242 210330 Five dos and don’ts Lessons learnt from James Fryer, Co-founder,
  2. 2. <ul><li>Launched in July 2007, cited as a Time Out for Gloucestershire. </li></ul><ul><li>Co-founded by two journalists from the county, with existing print and online experience. </li></ul><ul><li>Monetised in similar way to print model, i.e. advertising opportunities offered alongside high-quality editorial. </li></ul><ul><li>Today 67k monthly readers plus 13k newsletter subscribers. </li></ul><ul><li>Leading arts/ents media in county and one of UK’s only commercially successful examples of professional independent online media. </li></ul>Introduction to | |01242 210330
  3. 3. Do #1. Be great <ul><li>Set out to fulfil a niche and be the best at what you do. </li></ul><ul><li>’s high-quality editorial content is Gloucestershire specific, arts and entertainment-related, and exclusively written by experienced journalists . </li></ul><ul><li>Consistent style and updated daily since day one, firmly establishing the online magazine with readers and advertisers as the No. 1 resource of its kind. </li></ul> | |01242 210330
  4. 4. Do #2. Search engine optimise <ul><li>5,395 individual pages published online. </li></ul><ul><li>75% of’s readers come through search engines. </li></ul><ul><li>90% of search engine traffic through Google. </li></ul><ul><li>Marry publishing and SEO through a bespoke CMS, if you can afford it. </li></ul><ul><li> CMS developed and adapted over four years, drawing upon diverse influences – huge investment of time and money. </li></ul> | |01242 210330
  5. 5. Do #3. Know your market and products <ul><li>Be very specific about your target market of advertisers. </li></ul><ul><li>Research what your competitors (off and online) are offering. </li></ul><ul><li>Create a clear suite of products. </li></ul><ul><li>’s three main products range from £40 to £1,200 per-month, in addition to bespoke sponsorship packages. </li></ul><ul><li>Clearly distinguish between editorial and advertising – know what can be bought, and what can’t. </li></ul> | |01242 210330
  6. 6. Do #4. Establish a clear sales strategy <ul><li>A great website with an established audience may organically generate some advertising sales, but not enough. </li></ul><ul><li>Need to divide your role to encompass media sales, or commission sales professionals. </li></ul><ul><li>Make the process as easy as possible for potential clients, drawing comparisons with traditional media. </li></ul><ul><li>Provide a level of reporting which print and radio media can’t compete with. </li></ul><ul><li>Promote, but don’t get bogged down with, </li></ul><ul><li>web-specific advertising features. </li></ul> | |01242 210330
  7. 7. Do #5. Forge partnerships <ul><li>Carefully plan and forge print and radio partnerships, if applicable. </li></ul><ul><li>Syndicate content in a controlled fashion – increasing audience and brand awareness. </li></ul><ul><li>But, cash is almost always better than a contra-deal. </li></ul> | |01242 210330
  8. 8. Don’t #1. Compromise your model <ul><li>Develop and adapt, but don’t compromise what you set out to achieve, and what you believe in. </li></ul><ul><li>Pressure to expand into news, property, classifieds, motors and special offers since launching. </li></ul><ul><li>Commitment to maintaining targeted offering is a long-term strategy which has served us well. </li></ul><ul><li>Maintain editorial integrity . </li></ul> | |01242 210330
  9. 9. Don’t #2. Be afraid to stand-up for yourself <ul><li>Online, it really is as easy as copy and paste. </li></ul><ul><li>Improving all the time, but online media still doesn’t enjoy the same respect as print. </li></ul><ul><li>More than 25 individual magazines, newspapers, radio stations and websites, more than 200 individual infringements. </li></ul><ul><li>From amateur blogs to the UK’s largest publishing groups. </li></ul><ul><li>Make the choice. Lose time and money tackling, but you may be able to seek retrospective license fees. </li></ul> | |01242 210330
  10. 10. <ul><li>Is social media activity building an audience which can be monetised, or directly making you money? </li></ul><ul><li>Some success with Twitter , MySpace and Facebook – some link juice, story leads, local brand awareness and sales leads. </li></ul><ul><li>Good success with very active Flickr group. </li></ul><ul><li>Great success with YouTube –’s 3,500,000 video views excellent for link building and monetised through AdSense, as well as extensive licensing. </li></ul><ul><li>Time on phone trumps time on Twitter. </li></ul>Don’t #3. Spend all your time on Twitter | |01242 210330
  11. 11. Don’t #4. Rely on UGC <ul><li>User generated content may be here to stay, but... </li></ul><ul><li>Agree with predictions that the new decade will see a resurgence of the importance of high quality editorial, written by journalists. </li></ul><ul><li>Advertisers trust because it is written and updated by professionals. </li></ul><ul><li>Traditional values of journalism still hold true online. </li></ul> | |01242 210330
  12. 12. Don’t #5. Stop moving forward <ul><li>Respond and develop quicker than large publishing houses. </li></ul><ul><li>Content is still king, but innovations including the Gloucestershire Interactive Map , bespoke CMS development and new embeddable widgets all keep at the top. </li></ul><ul><li>2010 will see... </li></ul><ul><li>Redesign. </li></ul><ul><li>Launch of a series of iPhone Apps. </li></ul><ul><li>Reach 100,000 unique readers per month. </li></ul><ul><li>Unveiling of a journalist-exclusive franchise model, empowering independent publishers across the UK... </li></ul> | |01242 210330