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  1. 1. Revenue & Audience: The Long-Tail Opportunity Julie H. Weber general manager, MySanAntonio.com
  2. 2. The Long Tail Theory Source: www.longtail.com, Chris Anderson, Wired, 2004, The Long Tail , 2006
  3. 3. What is the “Long Tail”? • Chris Anderson’s book on an economic and cultural theory • Abundant smaller opportunities • The niche market • Our new audience • A highly targeted revenue stream
  4. 4. Niche Traffic Home Page Classifieds- Real-Estate & Employment Home Page Index News Classifieds Sports Obituaries Neighbors Weather Traffic Spurs High school sports Business Politics Entertainment SA Life Health Travel & City Guide Pets KENS AdsonDemand Express-News Additional sections 3rd party content Home Page, News and Classifieds = 60% or total page views News Homepage Classifieds: Real Estate & Jobs
  5. 5. Current Trends • Sites are primarily news • Inventory is selling out • Audiences are at a critical mass • Archives and user generated content not well monetized • Small competitors nibbling away at niche Opportunity is knocking
  6. 6. The Daily Visitor base includes bothThe Daily Visitor base includes both “Incidentals” (7%) and Core.“Incidentals” (7%) and Core. 7% 7% 8% 8% 9% 17% 11% 31% 7 Days 6 Days 5 Days 4 Days 3 Days 2 Days 1 DayNone ““Core” audience visitors compriseCore” audience visitors comprise most of the “daily audience.”most of the “daily audience.” 20062006 DataData Source: 2006 Belden Client Surveys Sample N = 33,518 ““Incidentals” make a small part ofIncidentals” make a small part of the daily audience, but large part ofthe daily audience, but large part of monthly.monthly.
  7. 7. Core & IncidentalCore & Incidental Core Audience 37% I ncidental Visitors 63% 20062006 DataData Incidentals, while 7% of the 2006 DailyIncidentals, while 7% of the 2006 Daily Visitors, comprised nearly two-thirds ofVisitors, comprised nearly two-thirds of the total monthly audience.the total monthly audience.
  8. 8. Niche Audience • Interest based, not news dependent • Specialty market Ex. Hunting & Fishing, Pets, Parenting • Gives users control through input Interactive elements Choice of direction • Builds a new community
  9. 9. Pets • Sponsorship • Business Directory • Slideshow • Poll • Blog • News • Links • Video
  10. 10. Outdoors • Sponsorship • Blogs • Content • Weather • Photos • Links
  11. 11. Outdoors • Blogs – several • Slideshow • Business Directory • Maps • Calendar • Merchandise sales • Weather • Recommendations • Sponsorship
  12. 12. Parenting • Albany Times Union • Blogs • Content • Community Panel • Links
  13. 13. Revenue • Higher impact CPMs - $20 - $50+ • Sponsorships – advertiser “owns” part • Contextual ads • Searchable databases – Yellow Pages • Services • Sponsored Content • Self-serve • Classified extension • Part of larger buys
  14. 14. • Audience • Autonomy • Competitors • Stickiness • Revenue Opportunities Does your “tail” have what it takes?
  15. 15. Contact Info Julie H. Weber General Manager MySanAntonio.com San Antonio Express-News & KENS 5 jweber@mysanantonio.com 210-250-2911 Answer the knock at the door Opportunity doesn’t knock twice

Editor's Notes

  • Core:
    4.1 days/week
    16 days/month
    Jay Small called them “grazers”
  • Focus on the “Core” because:
    Local
    Loyal
    Frequent
    Best Chance of Influencing
    Serve Advertisers Best
  • ×