Old Times, New Times

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A case-study looking at how The Times newspaper and The Times Online (South Africa) have performed in the 2 years since launching.

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Old Times, New Times

  1. 1. Old Times, New Times: A behind the scenes look at The Times newspaper and The Times Online
  2. 2. The Times Newspaper Launched 5 June, 2007 in A3 tabloid size Goes out free to Sunday Times subs on-sale to public for R3.50 (Mon-Fri) South Africaʼs first “interactive newspaper” Newsroom open-plan, collaborative Strong cross-promotion & sourcing of content from print & digital products
  3. 3. Newspaper Distribution Circulation: 139 137 (ABC) Readership: 376 000 (AMPS) Gauteng 93 292 Gauteng Kwazulu Natal Western Cape Eastern Cape KwaZulu Natal 16 087 Eastern Cape 6 376 Western Cape 14 907 0 25,000 50,000 75,000 100,000 ABC geographic data based on July-September 2008
  4. 4. Newspaper Demographics Income Bracket: LSM 7 - 10 Ave. household income - R15,901 Ave. personal income - R9,917 Age: 80% of readers are between 16 and 49 years Gender: 60% male 40% female Race: 52% Black 30% White 13% Indian 5% Coloured Location: 59% live in Gauteng Employment: 69% Employed 12% Student 11% Unemployed 7% Retired 6% Housewife
  5. 5. The Times Online Launched same time as newspaper on 5 June, 2007 Home of The Times & the Sunday Times newspapers Niche content areas & portals Over 58 000 registered users Combination of strong brands & an active user-community have made it a top SA destination
  6. 6. Times Multimedia
  7. 7. Times Blogs
  8. 8. The Times Twitter
  9. 9. Mobile Channel Cutting-edge new mobile site featuring: news, videos, market indicators, weather, jobs & more. Features: • Convergence to Mobile channel • Rich user experience • Not limited to content Revenue Streams: • Contextual text & image ads • Section sponsorship • Premium content
  10. 10. Product Innovation Work on innovative, digital products & services Small, project-based team: • Conceptualise • Analyse potential business models • Build and implement solutions Strategy is aligned to local & global digital trends
  11. 11. Nudjit.com Features: • UGC & in-house editorial • Content rating • Community Forums • Price comparisons Revenue Streams: • Google Adsense • Banner advertising • Category sponsorship • Price comparisons • Virtual Press Office
  12. 12. Online Traffic Growth Site traffic since launch in Unique Browsers (UB) 2007 - 2008 2007 2008 Source: Nielsen//Netratings (audited)
  13. 13. Online Revenue Online Revenue Growth (The Times Online) 2006 - 2008 2006 2007 2008
  14. 14. Online Revenue Streams Digital Revenue Streams by Total Contribution 1. Banner Display 65% 2. Google Adsense 15% 3. Sponsorship (Top Brands, blogs, links etc.) 10% 4. Richmedia/Multimedia (video ads, peelers) 5% 5. Mobile Display 3% 6. Other 2%
  15. 15. Online Strategies Whatʼs worked for us: Partnerships • Outsource • White-Label • Build Communities • Harness Social Media • Cross-Promote • Innovate •
  16. 16. The Times 2.0 Features: • Enterprise Content Management System (CMS) • New design & logo • Online newsroom restructure • Context to content via a sophisticated topic engine • Complete Information Architecture (IA) overhaul • Better blog & multimedia integration • Extensive aggregation & outbound linking
  17. 17. The Times 2.0 Objectives: • Double monthly unique visitors • Double advertising revenue • Increase time spent on site
  18. 18. Thank-You Follow me on Twitter: youngBLOOD

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