RJI digital dimes

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  • Have fun: Letting the advertisers play in the contest and publishing their scores also helped make this broader model work by giving merchants added community celebrity status.  Making multiple sponsorships exclusive by category adds security and prestige to the buy. Sports stores and sports bars also like football contests. If you have a weekly contest, you may allow sports bars to buy the weekly "The party's at..." sponsorship. Several media have attracted, for the  prize sponsors, a home electronics store who gives away a flat screen television - a great tie-in with sports fans.Be Social: Share results and info on Facebook, Twitter
  • RJI digital dimes

    1. 1. Turning Digital Dimes into Dollars Stephanie Padgett Assistant Professor, Missouri School of Journalism January 2013University of Missouri Missouri School of Journalism
    2. 2. Measuring Readers vs.University of Missouri Missouri School of Journalism
    3. 3. Measuring Digital Readers• Get a tracking system – Google Analytics, Omniture• Create daily, weekly, monthly reports – Where are your digital readers?• Capitalize your traffic – Sell what readers visitUniversity of Missouri Missouri School of Journalism
    4. 4. Measuring Digital Readers April Page Visits: March Page Visits: Source: Google Analytics, Tidewater News 2012University of Missouri Missouri School of Journalism
    5. 5. Printed Obits • Written by? • Section? • Most read? • Premium ads?University of Missouri Missouri School of Journalism
    6. 6. Digital Dime Opportunities• Leverage the data• Create revenue streams• Meet the market needs – Readers and advertisersUniversity of Missouri Missouri School of Journalism
    7. 7. Digital Dime OpportunitiesUniversity of Missouri Missouri School of Journalism
    8. 8. Digital Dime Opportunities• Premium announcement• Premium online ad packages – Leaderboard (728x 90) – Medium rectangle (300x250) – Fixed monthly cost or premium CPM – Funeral home, florist, insurance agents, financial planners• AdSense ads – IAB “rising star” units University of Missouri Missouri School of Journalism
    9. 9. University of Missouri Missouri School of Journalism
    10. 10. Digital Dime Opportunities: Texting Inspiration provided by Houston HeraldUniversity of Missouri Missouri School of Journalism
    11. 11. Inspiration provided by Houston HeraldUniversity of Missouri Missouri School of Journalism
    12. 12. Inspiration provided by Houston HeraldUniversity of Missouri Missouri School of Journalism
    13. 13. Digital Dime Opportunities: TextingUniversity of Missouri Missouri School of Journalism
    14. 14. Digital Dime Opportunities: TextingUniversity of Missouri Missouri School of Journalism
    15. 15. Digital Dime Opportunities: Texting Market Need: • Timely info • Opt-in • Push delivery • Community service Revenue Source: • Platform sponsorship • Text “rental” • BTYB sponsorsUniversity of Missouri Missouri School of Journalism
    16. 16. Digital Dime Opportunities: EmailUniversity of Missouri Missouri School of Journalism
    17. 17. Digital Dime Opportunities: EmailUniversity of Missouri Missouri School of Journalism
    18. 18. University of Missouri Missouri School of Journalism
    19. 19. Digital Dime Opportunities: EmailUniversity of Missouri Missouri School of Journalism
    20. 20. Digital Dime Opportunities: Email Market Need: • Customized news • Opt-in • Push delivery • Segmented audiences Revenue Source: • Platform sponsorship • Email ads • Advertiser Email blastsUniversity of Missouri Missouri School of Journalism
    21. 21. Digital Dime Ideas: Contests Readers Participants Email/Text Contests Revenue Bigger Email/Text ListsUniversity of Missouri Missouri School of Journalism
    22. 22. University of Missouri Missouri School of Journalism
    23. 23. Digital Dime Opportunities: ContestsUniversity of Missouri Missouri School of Journalism
    24. 24. Digital Dime Opportunities: ContestsUniversity of Missouri Missouri School of Journalism
    25. 25. Digital Dime Opportunities: ContestsUniversity of Missouri Missouri School of Journalism
    26. 26. Digital Dime Opportunities: ContestsUniversity of Missouri Missouri School of Journalism
    27. 27. Digital Dime Opportunities: Contests…put your name front and center for fans returning week after week to make their picks.”University of Missouri Missouri School of Journalism
    28. 28. Digital Dime Opportunities: ContestsUniversity of Missouri Missouri School of Journalism
    29. 29. Digital Dime Opportunities: Contests• Cutest Baby• Cutest Pet• Backyard Makeover• Beauty Makeover• Room Makeover• Green Home• Travel• Recipes• Photos• March MadnessUniversity of Missouri Missouri School of Journalism
    30. 30. Digital Dime Opportunities: Contests Market Need: • Opt-in • Fun • Leverages key events • Generates buzz Revenue Source: • Title sponsors • Weekly/Secondary sponsors • Increases text/email listsUniversity of Missouri Missouri School of Journalism
    31. 31. Digital Dime Strategy Readers Participants Email/Text Contests RevenueUniversity of Missouri Missouri School of Journalism
    32. 32. Newspaper PastUniversity of Missouri Missouri School of Journalism
    33. 33. Newspaper Today Community Information ProviderUniversity of Missouri Missouri School of Journalism
    34. 34. Be the Leader! • Tribute.com—targeting funeral homes & TV • Radio listener clubs—contests & email lists • Groupon/Living social—segmented databases • Meguiar—hyper-local text messaging Own Your Market!University of Missouri Missouri School of Journalism
    35. 35. More Digital Dime IdeasUniversity of Missouri Missouri School of Journalism
    36. 36. More Digital Dime IdeasUniversity of Missouri Missouri School of Journalism
    37. 37. Local Media Insider Offer• Weekly case study • Promo Code: – Proven success stories –ThreeFree – Contact info – Practical & actionable • Access to 3 case studies items • 20% off subscription• Product and vendor – Good for 30 days reviews• Searchable databaseUniversity of Missouri Missouri School of Journalism
    38. 38. THANK YOU!University of Missouri Missouri School of Journalism

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