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ISOJ 2007

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Revenue & Audience: The
Long-Tail Opportunity
Julie H. Weber
general manager, MySanAntonio.com
The Long Tail Theory
Source: www.longtail.com, Chris Anderson, Wired, 2004, The Long Tail , 2006
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
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
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
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.
Ad

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Julie

  • 1. Revenue & Audience: The Long-Tail Opportunity Julie H. Weber general manager, MySanAntonio.com
  • 2. The Long Tail Theory Source: www.longtail.com, Chris Anderson, Wired, 2004, The Long Tail , 2006
  • 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. 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. 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. 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. 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. 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. Pets • Sponsorship • Business Directory • Slideshow • Poll • Blog • News • Links • Video
  • 10. Outdoors • Sponsorship • Blogs • Content • Weather • Photos • Links
  • 11. Outdoors • Blogs – several • Slideshow • Business Directory • Maps • Calendar • Merchandise sales • Weather • Recommendations • Sponsorship
  • 12. Parenting • Albany Times Union • Blogs • Content • Community Panel • Links
  • 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. • Audience • Autonomy • Competitors • Stickiness • Revenue Opportunities Does your “tail” have what it takes?
  • 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

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