Fort Worth, Texas                     March 10, 2011Turning a Profitwith your news site  MelTaylorMedia.com   Twitter: @Me...
Mel Taylor Media      How we help Newspaper           refresh           blow up     overhaul & rebuildoutdated web busines...
Mel Taylor Background
Agendao   Life blood of local journalismo   Why are we stuck ?o   Patch business modelo   Other models……successfulo   Cher...
Are YouVulnerable?
AggregatorAggregatee
DUMB ?   News from    PATCHAggregation: Good      But...  Use Carefully
USE EVERY TOOL To Grow    • audience share     • revenue share
Newspaper TOOLS• Legacy• Feet on street• Local content creation• Client relationships         USP                         ...
Newspaper TOOLS• Video• Social & Mobile• Integrated / cross platform• Large newsrooms• Aggregation, Blog networks
Digital First             Aggregation                            TwitterContent         RSS                           Blog...
Steps for     Success• Understand Competition• Know USP• Leverage Digital for Share
FAILOnline Journalism/Content        looking for    Revenue Models         SMART Proven Revenue Models        that support...
Limited,            Hard News            Watch Dog          Community Direct Advertiser SupportSoft Content & Services    ...
Life Blood of Newspaper     Local Advertiser Dollars
Local Biz BombardedTRADITIONAL             NON-TRADITIONAL• Other Papers                   • Google                       ...
MobileTwitter     whatFacebookVideo           shouldApps       we doCoupons      ?Blogs
RUN ONLINE LIKE PRINTSAME RULES
Run Web like NewspaperThink like Publisher / Owner  1.      profit               in this order  2.      operations  3.    ...
• New revenue development• Operational efficiencies• Bottom line & profit margin
Reduce Costs• Open source• Outsource• Partner• Aggregate• Automate
Costs
1. Compensation          RUN2. Management3. Simplify inventory                         WEB4. Apply pressure        LIKE5. ...
Skepticism          Online deals = small           Print sales = big• Online is small %, but fastest growing• Advertisers ...
Cannibalize Print ?
solving fear of  cannibalization    if we don’t   offer digital…someone else will
SIMPLE First Steps   • Who’s in charge?   • Ask client about ad spend   • Compensation adjustment   • Pitch current print ...
Who Runs Site Financially motivated or…. • make it impressive • drive page-views • win awards • sell more print           ...
Editorial vs. Sales Internal Conflict
Overhaul Comp• Revenue per rep & manager• New business per rep (per month)• Grow % of current clients using web• High comm...
Reps Operating BlindFully awareof how clientsare spending budgets?
Ask Client about Ad Spend       Their answers      will surprise you
BiggerNotAlwaysBetter
PrintNews Hole
promo          LOGO                 sectionsOnlineAd hole
Un-limited Supply         + Commodity Unit         + Limited DemandLOSE PRICING POWER
How To WinWhat can Newspaper do…   that others can’t ?           USP      Unique Selling Proposition
USP• Superior local reach• Feet on street• Trust & Brand familiarity• Client relationships• Local content creation & curat...
How Newspaper Wins Combine Newspaper USP         with    New Digital Tools
Critical QuestionDo advertisers care more about news…    or selling their merchandise ?                  2009
NEW LOCALCompetitors
What in Common?
Local Ad Dollars
View slide deck here:http://www.businessinsider.com/the-aol-way
Patch: Priority Plan• Local news source• Trusted community partner• Newspaper replacement• Create excellent journalism
AOL’ shyper-local playfor local ad dollarsvia journalism
Over 800 Sites…so far                    555 in Q4 2010• 18 states• Over 100 in California• 73 in Massachusetts• 40 in Geo...
Communities                                  Avg size: 50-70kPATCH Philly Regional Publisher:Former Publisher @ Journal Re...
Why is Patch doing this?• AOL’s dial-up dead• Need new revenue• Local media downsizing• 50% of local budgets on sideline• ...
Will Patch Succeed ?• Who knows – Doesn’t matter• Patch is more proof… – Local dollars up for grabs
Deadly Mistake  only focus on….   • traffic   • community   • banner ads   • journalism skils
tactic ofdiverting attention awayfrom item of significance
Sweet.Newspaper is falling right into our trap
Deadly Mistake  As we bad mouth  • 50 mil investment  • Mc cookie cutter sites  • Working conditions  • Corporate approach
Patch Grows• Efficiencies of scale• Walmart effect• Infra-structure• Additional revenue ops
Patch Grows• Aquisitions• AOL content & ad net• Monetizable reach• Monetizable data
Patch Marketing Staff…    Freshest Breath in Town
Recruitment
POACH
POACH• Newspaper• TV• Cable• Yellow Pages• NAA• Bloggers
Patch University
Patch Office Space
Editor of Canon-McMillan Patch,       with Mayor Rhome      Pittsburgh Business Times
Mayor Flips SwitchHopkins, Minnesota Patch Site            #500
FREE Holiday Parking   Courtesy of Ardmore PATCH
Editorial                               Pay & Positionso   Local Editor; $40k    o   MacBook Pro, camera, smart phone, pol...
SALES                           Pay & Positionso   Ad Manager; $60k base    o   5k signing bonus                  401K mat...
Patch  SalesInventory
Current Ad Offerso   Flat fee for SOV (share of voice)o   Free Classifieds    o   Small fee $20 auto & jobso   Directory u...
Huffington Post       The great roll up begins       similar to isps, cable, radio, newspaper• Profitable• Pageviews & uni...
provides boost to aggregation /automation portion of business
Warren Websterabout Outside.in acquisition:“We really believe in the model we have right now,pairing local journalism w/ t...
other  LOCALcompetitors
Outsourcing
Yellow Pages
Cable
Google Places
• Over 45 US markets• Feet on street   • Search Engine Marketing   • Display / Banner   • Video   • Multiple digital solut...
NewspapersDIGITAL SERVICE   Divisions
TRIBUNEDIGITALSERVICES
Online Radio
Pandorao   60 million users    o   About half of all Internet listening    o   Avg 13 hrs of listeningo   $50 mil revenue....
PandoraTargeting of local adson NATIONAL SITES o   Geo-targeting o   By format o   Audio, Video, Display o   Mobile
LOCAL adon national site               112
Digital Outdoor• Geo target• Day part• Production
Hyper-local sites  & Web Sales  for Local TV
o   No upfront costso   Call center pitch local businesso   Use TV’s call letterso   Rev share approx 60% to DataSphere
Don’t help them    Don’t run their ads    Post tease & link back to site    Post tease & link back to site
75%                        of Deal Market                          Average User                          Single           ...
HARVESTINGyour audience
& Newspaper> Partner          NO> Run Groupon Ads
Deals
Take your foot off the brake
think about it…      newspapers are careful   about who gets a front page ad       in their print product   ( hand-selecte...
not smart
DUMBNational Ad Networks( at local level ) REMOVE from home-page & section fronts Consider day-parting
danger of ad networks                   Ad unit                 designed to                  look like                  ed...
DUMB National Ad Networks
National Ad Networks  3rd Party Ads, Remnant, Google Ad Sense      1.Found moneyGood: 2.No upfront costs     1.3rd party r...
National Ad Networks       REMOVE       home-page & section fronts       • Day-part       • Secondary sections       • Bel...
How GREAT sites  lose money> No Super-Premium Ads> The only local ad is pushedoutside of content area> Low CPM ad networks...
danger of ad networks                   Ad unit                 designed to                  look like                  ed...
TV Promo Great TV Station               in prime position  losing web dollars    on HOME PAGE                             ...
simplify
NEWS LOGO                                         REDUCE                             NEWS LOGO                            ...
Huh?    • cpm        • pageviews        • uniques Huh?        • click-thru rate        • odd pricing        • pixels      ...
overcoming COMMON objections
Overcoming     Common Objections             Groupon     Newspaper   Not                                Already           ...
Website   Seller OLD SCHOOLweb sales DEAD
NEVER   Call your site….THE INTERNET          Some prefer to read our paper:Better:   • at work on computer          • on ...
NEVER SAYWanna buy a banner ?          25% of our readers loveBetter:   our Online Newspaper…          You need to be ther...
Notinterestedin Web
Newspaper is Enough• Great start !• Readers are online too• Need your ad there
things to say  to client
totally understand many of my clients  felt same way
your customers   still use  newspaper
but…
your customers are spending  more time    online
Let me help you  reach them     online
At Work Day-Part  Internet Prime Time     Mon-Fri 9a-5p
Total Readership          Newspaper: xxx,000          Online:       xx,000          Total Reach: xxx,000          Website:...
SIMPLEMedia Kit • Online • Print • Email (PDF)
Reach Philly….in Print & Online                                      PW.com - AT WORK DAYPART________% of Philly (ages 18-...
Reach Philly….in Print & Online                 PW.com - AT WORK DAYPART•Testimonials•Quick case study•Logos of current on...
How Local Biz Decides     to buy your site• Reads your newspaper• Pageviews, CPM, Price• Design• Awards• Twitter & Faceboo...
Ad Mix do they seelocal business& competitors?
http://www.tmccreatives.com/
Premium Ads • Skins & site take-overs • Pre-rolls • Large format display
smart practice  easiest ad unit to sell   Sliding  Billboard
Home Page Premium   Unit
Already Using•   Banners•   SEO•   Facebook•   Website
PRINT                       & ONLINE  targeted email* tweets* facebook                            online promotion* messag...
Don’t SeeMy Ads
Target    Impressions• Day-part         (9a-3p)• Pick a day        (wed)• Pick a section    (sports)
Newspaper Stinks• I understand your feelings• Show online solutions• Use Print to support Web• Up-sell to print• Show bene...
Using Google / SEO• Great start• Reaches ACTIVE buyers• You need PASSIVES too  – Those NOT buying now
To advertiseyour business Would you only use   Yellow Pages?
TooExpensive
Smart Practiceweekly instead of monthly rates soundsexpensive     $ 400. per month  soundsreasonable     $ 95. per week
‘Your cpm is too high’                  Interactive                 Media Queen   Avoid This Nonsense….instead….sell flat ...
It’s NotWorking
Manage   ClientExpectations
How will clienttrack success?
• Increase salesHow       • Store trafficWill      • Brand awareness          • Message awarenessClient    • Click thru ra...
Manage ExpectationsBrand Awareness                                   3 Campaign     - Boston Pizza Logo                   ...
Top Reasons     forCANCELLATION
BADBanner Design  Creatives
Click here for…        Well designed…  • Gift Cards           • Branding  • Menus                • Message Awareness  • NY...
Design Banner as if….• Speed by at 70mph• 2 seconds of attention
Banner Design•   KISS•   No Web Address•   Clear graphics / messaging•   Understood in 2 seconds
Banner Design• What is Goal ?    Branding    Message awareness    Direct response• Call to Action ?
ClientVanity
Banner Design• What is Goal ?    Branding    Message awareness    Direct response• Call to Action ?
Banner Design good or bad ?
if we don’t  offer digital…someone else will
SELL Current Print ClientsPrint Sales SuperstarWins Sales ContestsHits Budget w/o WebHis clients wouldbuy Web if….• offere...
Use Classified Call Center         to set appointments• Cold calling is weak• Keep sellers on street• Use classified dept•...
Web 101 forLocal Business  Seminars
Starter Web Sales Plan• Designate premium HOME PAGE unit   • Sell 24 hour exclusive   • Limit inventory…7 only…Pick a day•...
Overhaul      Compensation•   Revenue & New Business    • Per rep & manager    • Per month•   Commission    • 25% or more ...
Overhaul       Compensation> Grow % of clients using web> Bonus & PENALTY• Don’t hit web ? Lose PRINT bonus• Don’t hit web...
CompensationDO NOT bonus based on:   • Page views   • Unique users
instead…bonus & compensate   on revenue & profit
Multiple Uses     Breaking     • Rte 9 is closed      News        • Lady Gaga tix on sale Friday                  • Red So...
local business using twitter & facebook
food truck sends tweetsinform customers where they’ll be,         and at what time
Hyper Local
Blogger Network  Farm System   for Newsroom
The Revenue Engine, Platform & System    for Hyper-Local News, Independent Websites & Content Creators                    ...
Advertising & Content Network            Blogs / Independent Journalists / Online Content Creators                        ...
Advertisers                                                                                                               ...
Soft Content & Services Subsidize Hard Content                                     (Just like in Newspapers)          Limi...
536,893 Unique Readers per month
News 10Sacramento
Integrated & Separate         Sales Reps• All reps as super sellers• Slowly grow web-only force• 1 point of contact for cl...
Tools For TrafficSEO, Title TagsKeyword richSyndication, RSS   Tapping These ?Share / SocialFlickr, YouTube
Online Videoshow me the money
online video  that pays     Remember all that video stuff     you bought for the newsroom?     Take back half of it, and g...
4 Types of Video• Story extender• Story teller• Gotta see it, to believe it• Client promo / demo
Online Video      Best Practices for Revenue• Pre-Roll  • Frequency cap  • :10, :15, or :30 based on length  • No video? U...
onlinephoto-mercials
online photo-mercials
Newspaper USP      unique selling propositionWhat can Newspaper offer…that PATCH & OTHERS can’t ?
Re-think EVERYTHING• Vendor Deals• Aggregation & RSS      Reduce Costs• Local Indie-Journos         via• CMS Platforms    ...
The New Workshop from Mel Taylor Media            Online Business 101     for Editorial, Programming & Web ProducersWhen c...
mel taylor mediatestimonialsOur ‘Web 101 for Small Business’ seminar was a huge success• $140,000 in new revenue and signe...
mel taylor mediatestimonials We generated over $140k of new (quarterly) online business. The seminar results far exceeded ...
mel taylor media    testimonialso   Your knowledge and experience in what works, and what doesnt, to generate online reven...
Mel Taylor Media                 success story           Results: 90 day web-sales initiative                      2008   ...
Fort Worth, Texas                     March 10, 2011Turning a Profitwith your news site  MelTaylorMedia.com   Twitter: @Me...
Turning a profit with your news site
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Turning a profit with your news site
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Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
Turning a profit with your news site
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Turning a profit with your news site

  1. 1. Fort Worth, Texas March 10, 2011Turning a Profitwith your news site MelTaylorMedia.com Twitter: @MelTaylorMedia Mel@MelTaylorMedia.com 267-625-5313
  2. 2. Mel Taylor Media How we help Newspaper refresh blow up overhaul & rebuildoutdated web business models
  3. 3. Mel Taylor Background
  4. 4. Agendao Life blood of local journalismo Why are we stuck ?o Patch business modelo Other models……successfulo Cherry pick solutions that work
  5. 5. Are YouVulnerable?
  6. 6. AggregatorAggregatee
  7. 7. DUMB ? News from PATCHAggregation: Good But... Use Carefully
  8. 8. USE EVERY TOOL To Grow • audience share • revenue share
  9. 9. Newspaper TOOLS• Legacy• Feet on street• Local content creation• Client relationships USP Unique Selling• Brand familiarity Proposition• Print / Traditional distribution
  10. 10. Newspaper TOOLS• Video• Social & Mobile• Integrated / cross platform• Large newsrooms• Aggregation, Blog networks
  11. 11. Digital First Aggregation TwitterContent RSS Blog Posts Curation Seed Print Website Syndicate
  12. 12. Steps for Success• Understand Competition• Know USP• Leverage Digital for Share
  13. 13. FAILOnline Journalism/Content looking for Revenue Models SMART Proven Revenue Models that supportOnline Journalism/Content
  14. 14. Limited, Hard News Watch Dog Community Direct Advertiser SupportSoft Content & Services Journalism Support SystemSubsidize Hard Content (Just like in Newspapers) Ad & Content Networks Syndication Offline Revenue, Events Digital Marketing ServicesRevenue Friendly PLATFORM Soft Content & Services Sponsored Features Advertorial Ecommerce Web 101 Workshops Video, Social, Mobile Directory, Classifieds Sustainable Journalism - Platforms & Systems3/14/2011 MelTaylorMedia.com
  15. 15. Life Blood of Newspaper Local Advertiser Dollars
  16. 16. Local Biz BombardedTRADITIONAL NON-TRADITIONAL• Other Papers • Google • Groupon• Community News • Facebook• Specialty News • Digital agency • Pandora & digital radio• Magazines • Geo-Target national sites• TV • Self-publishing • Hyper-local sites/blogs• Radio • You-Tube• Cable • Yelp & review sites • Free directories• Outdoor • Craigslist, Angie’s list • Service Magic• Yellow Pages • Monster, Cars, Realtor.com
  17. 17. MobileTwitter whatFacebookVideo shouldApps we doCoupons ?Blogs
  18. 18. RUN ONLINE LIKE PRINTSAME RULES
  19. 19. Run Web like NewspaperThink like Publisher / Owner 1. profit in this order 2. operations 3. editorial
  20. 20. • New revenue development• Operational efficiencies• Bottom line & profit margin
  21. 21. Reduce Costs• Open source• Outsource• Partner• Aggregate• Automate
  22. 22. Costs
  23. 23. 1. Compensation RUN2. Management3. Simplify inventory WEB4. Apply pressure LIKE5. Raise Rate PRINT
  24. 24. Skepticism Online deals = small Print sales = big• Online is small %, but fastest growing• Advertisers moving larger % to web• Outsiders talking to clients. They’re buying
  25. 25. Cannibalize Print ?
  26. 26. solving fear of cannibalization if we don’t offer digital…someone else will
  27. 27. SIMPLE First Steps • Who’s in charge? • Ask client about ad spend • Compensation adjustment • Pitch current print clients • Simplify ads & packages
  28. 28. Who Runs Site Financially motivated or…. • make it impressive • drive page-views • win awards • sell more print ?
  29. 29. Editorial vs. Sales Internal Conflict
  30. 30. Overhaul Comp• Revenue per rep & manager• New business per rep (per month)• Grow % of current clients using web• High commission rate: new clients• Lower commission rate: transactional• Bonus & PENALTY
  31. 31. Reps Operating BlindFully awareof how clientsare spending budgets?
  32. 32. Ask Client about Ad Spend Their answers will surprise you
  33. 33. BiggerNotAlwaysBetter
  34. 34. PrintNews Hole
  35. 35. promo LOGO sectionsOnlineAd hole
  36. 36. Un-limited Supply + Commodity Unit + Limited DemandLOSE PRICING POWER
  37. 37. How To WinWhat can Newspaper do… that others can’t ? USP Unique Selling Proposition
  38. 38. USP• Superior local reach• Feet on street• Trust & Brand familiarity• Client relationships• Local content creation & curation
  39. 39. How Newspaper Wins Combine Newspaper USP with New Digital Tools
  40. 40. Critical QuestionDo advertisers care more about news… or selling their merchandise ? 2009
  41. 41. NEW LOCALCompetitors
  42. 42. What in Common?
  43. 43. Local Ad Dollars
  44. 44. View slide deck here:http://www.businessinsider.com/the-aol-way
  45. 45. Patch: Priority Plan• Local news source• Trusted community partner• Newspaper replacement• Create excellent journalism
  46. 46. AOL’ shyper-local playfor local ad dollarsvia journalism
  47. 47. Over 800 Sites…so far 555 in Q4 2010• 18 states• Over 100 in California• 73 in Massachusetts• 40 in Georgia• 30 in Philadelphia• 3m uniques; Dec 2010 Launched in February 2009
  48. 48. Communities Avg size: 50-70kPATCH Philly Regional Publisher:Former Publisher @ Journal Register Lehigh County Bucks County Main Line Philadelphia Region Chester County Today: 30 Summer 2011: 60 South Jersey Delaware County
  49. 49. Why is Patch doing this?• AOL’s dial-up dead• Need new revenue• Local media downsizing• 50% of local budgets on sideline• Local media protecting legacy biz
  50. 50. Will Patch Succeed ?• Who knows – Doesn’t matter• Patch is more proof… – Local dollars up for grabs
  51. 51. Deadly Mistake only focus on…. • traffic • community • banner ads • journalism skils
  52. 52. tactic ofdiverting attention awayfrom item of significance
  53. 53. Sweet.Newspaper is falling right into our trap
  54. 54. Deadly Mistake As we bad mouth • 50 mil investment • Mc cookie cutter sites • Working conditions • Corporate approach
  55. 55. Patch Grows• Efficiencies of scale• Walmart effect• Infra-structure• Additional revenue ops
  56. 56. Patch Grows• Aquisitions• AOL content & ad net• Monetizable reach• Monetizable data
  57. 57. Patch Marketing Staff… Freshest Breath in Town
  58. 58. Recruitment
  59. 59. POACH
  60. 60. POACH• Newspaper• TV• Cable• Yellow Pages• NAA• Bloggers
  61. 61. Patch University
  62. 62. Patch Office Space
  63. 63. Editor of Canon-McMillan Patch, with Mayor Rhome Pittsburgh Business Times
  64. 64. Mayor Flips SwitchHopkins, Minnesota Patch Site #500
  65. 65. FREE Holiday Parking Courtesy of Ardmore PATCH
  66. 66. Editorial Pay & Positionso Local Editor; $40k o MacBook Pro, camera, smart phone, police scanner o $500 freelancer budget per month 401K matcho Regional Publisher; $80k Performance bonus Medical & Dentalo Regional Editor; $80k o Oversee group of 12 Patch sites
  67. 67. SALES Pay & Positionso Ad Manager; $60k base o 5k signing bonus 401K match Performance bonus o 90k at plan Medical & Dental o Cell, laptop, wireless card o Budget
  68. 68. Patch SalesInventory
  69. 69. Current Ad Offerso Flat fee for SOV (share of voice)o Free Classifieds o Small fee $20 auto & jobso Directory up-sells o Fee to post couponso Newsletter Adso Video Profiles $800
  70. 70. Huffington Post The great roll up begins similar to isps, cable, radio, newspaper• Profitable• Pageviews & uniques• Management success• Leverage rules of web 2.0• Technology implementation• Social, viral , commenting
  71. 71. provides boost to aggregation /automation portion of business
  72. 72. Warren Websterabout Outside.in acquisition:“We really believe in the model we have right now,pairing local journalism w/ tech and efficiency of scale.Outside.in : outstanding technology to scale even faster.[They have] tools for journalism to make us more robust; afantastic group of engineers, product people, and businesspeople.
  73. 73. other LOCALcompetitors
  74. 74. Outsourcing
  75. 75. Yellow Pages
  76. 76. Cable
  77. 77. Google Places
  78. 78. • Over 45 US markets• Feet on street • Search Engine Marketing • Display / Banner • Video • Multiple digital solutions
  79. 79. NewspapersDIGITAL SERVICE Divisions
  80. 80. TRIBUNEDIGITALSERVICES
  81. 81. Online Radio
  82. 82. Pandorao 60 million users o About half of all Internet listening o Avg 13 hrs of listeningo $50 mil revenue.o 45 of top 50 national advertiserso Growing sales force o San Fran, NYC, LA, Chicago, Detroit, Dallas, Atlanta
  83. 83. PandoraTargeting of local adson NATIONAL SITES o Geo-targeting o By format o Audio, Video, Display o Mobile
  84. 84. LOCAL adon national site 112
  85. 85. Digital Outdoor• Geo target• Day part• Production
  86. 86. Hyper-local sites & Web Sales for Local TV
  87. 87. o No upfront costso Call center pitch local businesso Use TV’s call letterso Rev share approx 60% to DataSphere
  88. 88. Don’t help them Don’t run their ads Post tease & link back to site Post tease & link back to site
  89. 89. 75% of Deal Market Average User Single Female 18-34 Income: 70k+Users2008: 400 k Employees Dec 2009: 1242009: 1.5 mil Dec 2010: 3,1002010: 40 mil
  90. 90. HARVESTINGyour audience
  91. 91. & Newspaper> Partner NO> Run Groupon Ads
  92. 92. Deals
  93. 93. Take your foot off the brake
  94. 94. think about it… newspapers are careful about who gets a front page ad in their print product ( hand-selected business pays premium )but… they don’t follow the same smart rules about ad placements in their online product
  95. 95. not smart
  96. 96. DUMBNational Ad Networks( at local level ) REMOVE from home-page & section fronts Consider day-parting
  97. 97. danger of ad networks Ad unit designed to look like editorial
  98. 98. DUMB National Ad Networks
  99. 99. National Ad Networks 3rd Party Ads, Remnant, Google Ad Sense 1.Found moneyGood: 2.No upfront costs 1.3rd party reps inventoryBad: 2.Inventory glut lowers pricing power 3.Local business gets on site…cheap 4.Commoditize your inventory
  100. 100. National Ad Networks REMOVE home-page & section fronts • Day-part • Secondary sections • Below fold • Non-prime positions
  101. 101. How GREAT sites lose money> No Super-Premium Ads> The only local ad is pushedoutside of content area> Low CPM ad networkssucking up home pageof this otherwise strongnews-site.
  102. 102. danger of ad networks Ad unit designed to look like editorial
  103. 103. TV Promo Great TV Station in prime position losing web dollars on HOME PAGE Sales/Marketing Promo Marketing Promo in prime position TV Promo in prime position 3 home-page units !Would TV run nothing but devoted to DEALSnon-paid promos & remnant adsin 11p newscast? Sales/MarketingNo. PromoThen why do it online..on this PREMIUM page? Sales/Marketing Low CPM Promo 3rd Party Ad net
  104. 104. simplify
  105. 105. NEWS LOGO REDUCE NEWS LOGO Clutter ! NEWS LOGO NEWS LOGO
  106. 106. Huh? • cpm • pageviews • uniques Huh? • click-thru rate • odd pricing • pixels • impressions
  107. 107. overcoming COMMON objections
  108. 108. Overcoming Common Objections Groupon Newspaper Not Already Facebook Doesn’tInterested have Site Google Work Tried it. Don’t See Cable No Budget Did not My Ad Work
  109. 109. Website Seller OLD SCHOOLweb sales DEAD
  110. 110. NEVER Call your site….THE INTERNET Some prefer to read our paper:Better: • at work on computer • on their iPhone
  111. 111. NEVER SAYWanna buy a banner ? 25% of our readers loveBetter: our Online Newspaper… You need to be there too
  112. 112. Notinterestedin Web
  113. 113. Newspaper is Enough• Great start !• Readers are online too• Need your ad there
  114. 114. things to say to client
  115. 115. totally understand many of my clients felt same way
  116. 116. your customers still use newspaper
  117. 117. but…
  118. 118. your customers are spending more time online
  119. 119. Let me help you reach them online
  120. 120. At Work Day-Part Internet Prime Time Mon-Fri 9a-5p
  121. 121. Total Readership Newspaper: xxx,000 Online: xx,000 Total Reach: xxx,000 Website: xx,000 Unique / readers Mobile: x,000 Apps, alertsTotalOnline Social: x,000 Facebook, Twitter Email: xx,000 Opt-ins YouTube: xx,000 Subscribers
  122. 122. SIMPLEMedia Kit • Online • Print • Email (PDF)
  123. 123. Reach Philly….in Print & Online PW.com - AT WORK DAYPART________% of Philly (ages 18-54) are online PW.com features:________% of (18-54) that use online for entertainment • High profile display ads________% of (18-54) that use online for local info • Custom Sponsorships • Audio & video adsPW.com delivers: • Contests & Promotions______ Page-views per month • Database & lead capture______ Unique readers on computer or mobile • Social Media & Mobile • Email ____ Email Subscribers ____ Facebook Fans ____ Twitter Subscribers DEMO ONLY
  124. 124. Reach Philly….in Print & Online PW.com - AT WORK DAYPART•Testimonials•Quick case study•Logos of current online advertisers•Local advertisers looking great on site DEMO ONLY
  125. 125. How Local Biz Decides to buy your site• Reads your newspaper• Pageviews, CPM, Price• Design• Awards• Twitter & Facebook & Video
  126. 126. Ad Mix do they seelocal business& competitors?
  127. 127. http://www.tmccreatives.com/
  128. 128. Premium Ads • Skins & site take-overs • Pre-rolls • Large format display
  129. 129. smart practice easiest ad unit to sell Sliding Billboard
  130. 130. Home Page Premium Unit
  131. 131. Already Using• Banners• SEO• Facebook• Website
  132. 132. PRINT & ONLINE targeted email* tweets* facebook online promotion* messages Integrated Campaign build database * download coupon * join contest * friend list * watch video * twitter * subscribers capture: * email * twitter * facebook fan
  133. 133. Don’t SeeMy Ads
  134. 134. Target Impressions• Day-part (9a-3p)• Pick a day (wed)• Pick a section (sports)
  135. 135. Newspaper Stinks• I understand your feelings• Show online solutions• Use Print to support Web• Up-sell to print• Show benefits of combo
  136. 136. Using Google / SEO• Great start• Reaches ACTIVE buyers• You need PASSIVES too – Those NOT buying now
  137. 137. To advertiseyour business Would you only use Yellow Pages?
  138. 138. TooExpensive
  139. 139. Smart Practiceweekly instead of monthly rates soundsexpensive $ 400. per month soundsreasonable $ 95. per week
  140. 140. ‘Your cpm is too high’ Interactive Media Queen Avoid This Nonsense….instead….sell flat fee to local/directs
  141. 141. It’s NotWorking
  142. 142. Manage ClientExpectations
  143. 143. How will clienttrack success?
  144. 144. • Increase salesHow • Store trafficWill • Brand awareness • Message awarenessClient • Click thru rate • Download couponTrack • Subscribe emailSuccess • Facebook / Twitter
  145. 145. Manage ExpectationsBrand Awareness 3 Campaign - Boston Pizza Logo ObjectivesMessage Awareness - Boston Pizza; 3 locations. Now in BraintreeDirect Response - Accountable performance - Show (redeem) text message for free topping
  146. 146. Top Reasons forCANCELLATION
  147. 147. BADBanner Design Creatives
  148. 148. Click here for… Well designed… • Gift Cards • Branding • Menus • Message Awareness • NYE Reservations • Direct Response
  149. 149. Design Banner as if….• Speed by at 70mph• 2 seconds of attention
  150. 150. Banner Design• KISS• No Web Address• Clear graphics / messaging• Understood in 2 seconds
  151. 151. Banner Design• What is Goal ? Branding Message awareness Direct response• Call to Action ?
  152. 152. ClientVanity
  153. 153. Banner Design• What is Goal ? Branding Message awareness Direct response• Call to Action ?
  154. 154. Banner Design good or bad ?
  155. 155. if we don’t offer digital…someone else will
  156. 156. SELL Current Print ClientsPrint Sales SuperstarWins Sales ContestsHits Budget w/o WebHis clients wouldbuy Web if….• offered consistently• offered with passion• offered as a ‘great idea’ (not just banner ads)
  157. 157. Use Classified Call Center to set appointments• Cold calling is weak• Keep sellers on street• Use classified dept• Consider outsourcing to call center
  158. 158. Web 101 forLocal Business Seminars
  159. 159. Starter Web Sales Plan• Designate premium HOME PAGE unit • Sell 24 hour exclusive • Limit inventory…7 only…Pick a day• Pricing • Flat Fee • Raise rate as you sell out • 12 week commitment
  160. 160. Overhaul Compensation• Revenue & New Business • Per rep & manager • Per month• Commission • 25% or more for new biz • 10% or below for transactional
  161. 161. Overhaul Compensation> Grow % of clients using web> Bonus & PENALTY• Don’t hit web ? Lose PRINT bonus• Don’t hit web….all the time? > Lose acct or job
  162. 162. CompensationDO NOT bonus based on: • Page views • Unique users
  163. 163. instead…bonus & compensate on revenue & profit
  164. 164. Multiple Uses Breaking • Rte 9 is closed News • Lady Gaga tix on sale Friday • Red Sox beat Yankees 99-0 • Deal of Day Ad-supported • Coupon download Promotions • Win Trip • Stand by rate now avail Market to • Home page unit now avail Advertisers • Spring special 50% off
  165. 165. local business using twitter & facebook
  166. 166. food truck sends tweetsinform customers where they’ll be, and at what time
  167. 167. Hyper Local
  168. 168. Blogger Network Farm System for Newsroom
  169. 169. The Revenue Engine, Platform & System for Hyper-Local News, Independent Websites & Content Creators UPDATED 3/11/2010 • Hyper Local Networks • Competing with Patch • Sustainable Models Hyper-Local Incubator Revenue, Sales, Tools & Support Services3/11/2011 MelTaylorMedia.com Mel@MelTaylorMedia.com PH: 267-625-5313
  170. 170. Advertising & Content Network Blogs / Independent Journalists / Online Content Creators Hyper-Local Incubator *for demonstration purposes only3/14/2011 MelTaylorMedia.com
  171. 171. Advertisers Content • National, Regional, Local Local Media Eco-System • Laid off journalists & photographers • Moving dollars online Business Models that Support Local Journalism • Traditional media news • Indie-sites & pro-am bloggers • Enable local commerce to subsidize local news • Info & pubic domain data feeds Agy com Local Ad Network • Community & citizen participation • Proven revenue management systems (RMS) • Move from investor/foundation support, to self-support Fees Traditional & Digital • Leverage efficiencies of outsourcing & open-source Local Ad Network Revenue share Agency commission Marketing Services • Multiple online & offline revenue streams Sales, Marketing, Training, Tech Co-op & Business Support EfficienciesRev share Self-serve, Outbound tele-sales RMS & CMS Platforms Licensing fee and/or revenue share Fees, sponsorships Events & Training Workshops lead aggregation Stringer & Syndication & Licensing Per Diem & fees Creative Outsource / Fees Hyper-Local Incubator Outsource / Fees Marketing • Marketing Agencies • Promotions • Video, Indie-Producers News, Community, Services & Support • Event, Contesting • Designers & Developers for Local Media Markets • Social Traditional & Digital Marketing Services Fees Destination Site Commission, fees & rev-share Aggregation, Curation, Editorial Display, search, lead capture Local Ad Network Rev share, Agy com CMS & RMS Platforms Co-op Resources Mobile, RSS, Email, Social Ad supported Licensing fee, Rev share For Independent Bloggers & Sites Sponsor supported • Sales support, network & services Events & promotions Fees Stringers, Syndication & Licensing and/or fees • Content network & syndication • Tech & back-office support • Pre-vetted platforms & apps Traditional & Public Media • Representation and investments Local Readership Growing need to reduce costs, • What if Newspaper shuts down? increase local coverage & revenue • Central hub for public affairs & local info Property of Mel Taylor Media. OCT. 1, 2010 www.MelTaylorMedia.com
  172. 172. Soft Content & Services Subsidize Hard Content (Just like in Newspapers) Limited, Hard News Watch Dog Community Direct Advertiser Support Journalism Support System Ad & Content Networks Syndication Offline Revenue, Events Digital Marketing ServicesRevenue Friendly PLATFORM Soft Content & Services Sponsored Features Advertorial Ecommerce Web 101 Workshops Video, Social, Mobile Directory, Classifieds Sustainable Journalism - Platforms & Systems3/14/2011 MelTaylorMedia.com
  173. 173. 536,893 Unique Readers per month
  174. 174. News 10Sacramento
  175. 175. Integrated & Separate Sales Reps• All reps as super sellers• Slowly grow web-only force• 1 point of contact for client• Offer many solutions• Reach & power of all platforms
  176. 176. Tools For TrafficSEO, Title TagsKeyword richSyndication, RSS Tapping These ?Share / SocialFlickr, YouTube
  177. 177. Online Videoshow me the money
  178. 178. online video that pays Remember all that video stuff you bought for the newsroom? Take back half of it, and give it to the sales department.
  179. 179. 4 Types of Video• Story extender• Story teller• Gotta see it, to believe it• Client promo / demo
  180. 180. Online Video Best Practices for Revenue• Pre-Roll • Frequency cap • :10, :15, or :30 based on length • No video? Use static billboard• Lower Third
  181. 181. onlinephoto-mercials
  182. 182. online photo-mercials
  183. 183. Newspaper USP unique selling propositionWhat can Newspaper offer…that PATCH & OTHERS can’t ?
  184. 184. Re-think EVERYTHING• Vendor Deals• Aggregation & RSS Reduce Costs• Local Indie-Journos via• CMS Platforms > Open Source• Local Ad Networks > Crowd Source• Sales-Based Video > Revenue Share• Management
  185. 185. The New Workshop from Mel Taylor Media Online Business 101 for Editorial, Programming & Web ProducersWhen content creators understand online business models… they create more advertiser-friendly & profitable websites
  186. 186. mel taylor mediatestimonialsOur ‘Web 101 for Small Business’ seminar was a huge success• $140,000 in new revenue and signed 26 NEW advertisers• Increased average revenue per account by 18%.Mel is charismatic, well spoken and easily captures attention of the crowd. He takes the time to build a storythat can make the most difficult concepts seem easy.Before the client seminar (where Mel trained our sales staff) he addressed the most common objections. Melhelped give the sales staff more confidence, and made them fully prepared to sell.At the client seminar, Mel engaged the audience, spoke in terms that made them comfortable, and madeprofessional reference to promote our Newspaper website, without losing credibility as a professional, outsideconsultant.Dan Sarko ; VP of Interactive; Tribune
  187. 187. mel taylor mediatestimonials We generated over $140k of new (quarterly) online business. The seminar results far exceeded our expectations. Mel’s presentation was also a very effective learning tool for our print sales staff, reinforcing our in-house web training. One key to our success was Mel’s presentation style. He was able to build the advertisers’ web comfort by using non-tech, easy to understand methods & terminology. John D’Orlando, VP Advertising; Orlando Sentinel
  188. 188. mel taylor media testimonialso Your knowledge and experience in what works, and what doesnt, to generate online revenues is sorely needed in the Broadcast industry. Your recommendations are simple, practical, and can be executed immediately. Feedback from attendees was as high as weve ever gotten. John Potter VP Training; Radio Advertising Bureauo As an event planner, I have the opportunity to place many different types of speakers on various industry programs. Rarely do I encounter a speaker of the caliber of Mel Taylor. Not only is he extremely knowledgeable in and well-prepared for his subject matter, he is also a very entertaining speaker and a pleasure to work with. He is an asset to any program. Marsha Stoltman; America East Newspaper Conferenceo Mel, Thank you so much for helping Clear Channel Philadelphia take 100% share of the “Cirque Du Soleil” Theatre buy. $60 thousand dollars for us! Your “integrated marketing approach” blew the client away. We even took $10,000. of their print budget ! The client said they were VERY impressed with your presentation and program, ….and they don’t impress easily ! Tara Kelly, Clear Channel Radioo Mel Taylor has sold new media for newspapers, radio and television, and knows what it takes to get past low CPM’s and remnant ads. We hired Mel Taylor Media at WTEN in Albany and saw immediate benefits. In addition to innovative internet training and development for our sales team, Mel worked closely with the news director and web developer. Our site now looks better and is more appealing to our advertisers as well as our viewers. The best part: revenue is up. Mike Sechrist, WTEN TV, Albany, NY
  189. 189. Mel Taylor Media success story Results: 90 day web-sales initiative 2008 2009 IncreaseFebruary $71,813 $134,847 88% March $97,304 $160,756 66% April $110,000 $164,475 49%
  190. 190. Fort Worth, Texas March 10, 2011Turning a Profitwith your news site MelTaylorMedia.com Twitter: @MelTaylorMedia Mel@MelTaylorMedia.com 267-625-5313
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