2. Overview
This presentation will focus on providing a synopsis of common current advertising strategies
within nonprofit media organizations; and to provide several recommendations for increasing
ad revenue at Grist Magazine.
3. Overview of advertising in the nonprofit media world
Ad Networks
Vertical Networks
Blind Networks
Targeted Networks
Commonly used networks
1. Mantis Ad Network
2. New American
Media
3. Publica Media
Common Strategies
Syndication and
Partnerships
Sponsored Advertising
Partnerships with Ad
Networks
Self-Targeted Ads
8. Syndication and Unique Partnerships:
● Syndication: The re-distribution of published content to other websites in
exchange for monetary value
● Increases in exposure and awareness: The Voice of San Diego: Case study
○ Syndicate partnership with their local NBC affiliate
■ Increased exposure and unique views
■ $43,000 Profit level
○ The Bay Citizen : Case Study
■ Had a syndicate partnership with the New York Times
■ Gained access to a list of 65,000 email subscribers
10. Offer membership-incentive packages:
● Currently utilized by several major competitors ( Texas Tribune, ProPublica)
● Offer affordable, additional services and “premiums” than the standard subscription
offers
● Examples: Texas Tribune offers annual cocktail party invitations
● V.I.P to exclusive events
● Differentiate service packages offered:
○ Doesn’t decrease the significance of Grist’s mission
○ Offers another revenue stream
11. Invest into an affordable SEO Plan:
● Top benefits of Search Engine Optimization:
○ Increase Traffic: top positions on search engine results page- receive majority of
impressions and clicks.
■ Creates informative and keyword relevant title tags which show up even
more in result pages.
○ Cost-effective
■ One of the most cost-effective marketing strategies
■ Inbound>Outbound
■ Higher quality traffic
○ Increased site usability
■ SEO rearranges the site architecture and links- making the page easier to
use
■ Bounce Rate- most common symptom is usability of landing page
