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The Business of News


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My SAScon 2011 presentation for the Search & PR panel on the business of online news and how you can find opportunities for SEO.

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The Business of News

  1. 1. The Business of News<br />Barry Adams<br />Pierce Communications<br />@badams<br />
  2. 2. Newspapers<br />
  3. 3. News as a business<br /> Journalists make up a small % of a news organisation<br /> Other big departments:<br /> Marketing & Advertising<br />Print & Distribution<br /> Classifieds<br />What is a newspaper’s business model?<br />
  4. 4. A newspaper’s business model is…<br />Informing the public? X<br />Selling papers? X<br />Selling advertising? √<br />Selling classifieds? √<br />
  5. 5. Measurement of success<br />Circulation<br />Not because the sale of papers makes a lot of money (it doesn’t)<br />But because circulation = audience<br />And a bigger audience means:<br />more advertising money<br />a stronger classifieds market position<br />
  6. 6. In the online world, circulation is replaced by unique visitors<br /> But this is not an equal measurement because…<br /> The classifieds market has been taken over by specialisedsites<br /> And advertising alone doesn’t cover the costs<br />
  7. 7. Newspapers in the 21st century<br /> Newspapers don’t have a replacement business model (yet)<br />Paywalls don’t work<br />Paid apps are barely off the ground<br />Circulation is dropping steadily<br />Advertising revenue is plummeting<br />
  8. 8. What will happen<br />In 10-15 years half of all print newspapers will have disappeared<br />News will be the purview of a select few organisationswho have successfully monetised it<br />Basic news will be free, but ‘advanced’ news will have a price tag<br />
  9. 9. In the meantime…<br /> Papers will cling to old business models and desperately hang on to their fading glory<br /> Costs will be cut, newsfloors will become emptier, papers will publish more fluff<br /> Online, Unique visitors and Pageviews will be the currency of choice<br />
  10. 10. How can you profit?<br /> Give a newspaper what it wants:<br />Content you pay them for to get published<br />Traffic to their websites<br />Partnerships for content that is too dear for them to produce themselves<br />Monetisation opportunities<br />Buy content<br />Buy links<br />Buy/sponsor news sections<br />
  11. 11. Ideas<br />Build an app for a newspaper<br />Sell your SEO services cheap in return for links<br />Become their online marketing partner<br />…?<br />