RTDNA@NAB 2011 - Monetizing the Web

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RTDNA@NAB 2011 - Monetizing the Web

  1. 1. Monetizing the News: The Web Strategy #RTDNAWEB April 12, 2011 RTDNA@NAB 2011
  2. 2. Today’s Panel Chip Mahaney - Host Scott Woelfel Steve Schwaid Ryan Murphy - Producer @ChipMahaney @rmurphydigital EW Scripps Meredith Local Media RTDNA @swoelfel Armchair Media @schwaid
  3. 3. Who Are You Competing With? VS. VS. The Traditional Battle… The Way It Really Is… You VS. The Internet
  4. 4. “ Show Me The (Advertising) Money” Where the Revenue is Coming From: On Air Search Sponsorship Display via CPM Key CPM Questions “ Do you know what drives your base CPM?” “ Do you know CPM rate for local, video, remnant?”   “ Do you know the percentage of revenue you're driving from digital vs. on-air?”      “ Is your team selling packages across platforms? How?”     
  5. 5. Top U.S. Internet Display Advertising Site Categories – April 2010 Source: eConsultancy.com http://econsultancy.com/us/blog/6096-online-news-commands-highest-cpm $ 0.56 $ 54,684 27.7% 98,176 Social Networks $ 0.94 $ 32,370 9.7% 34,327 e-mail $ 1.08 $ 7,953 2.1% 7,391 Photos $ 2.10 $ 33,435 4.5% 15,884 Community $ 2.52 $ 893,681 100.0% 354,636 Total Internet $ 2.60 $ 181,266 19.6% 69,664 Portals $ 2.68 $ 21,234 2.2% 7,929 Online Gaming $ 4.75 $ 181,174 10.7% 38,104 Entertainment $ 6.29 $ 68,214 3.1% 10,850 Sports $ 6.29 $ 68,214 3.1% 10,850 General News $ 6.99 $ 59,441 2.4% 8,506 Newspapers CPM Estimated Spend (000) Share of Impressions Total Ad Imp. (MM) Publisher
  6. 6. What Parts of My Content Are Sellable? How the New York Times Does It With “Digital Subscriptions...” • “ Three digital subscription packages, including an all-access option, so you can choose a plan that is right for you based on the devices you own (computer, smartphone, tablet).” • “ Readers who come to Times articles through links from search engines, blogs and social media will be able to read those articles, even if they have reached their monthly reading limit. This allows new and casual readers to continue to discover content on the open Web. On all major search engines, users will have a daily limit on free links to Times articles.” Via Arthur Sulzberger Jr in a letter on March 17, 2011.
  7. 7. Paywalls: Your Thoughts? “ If the New York Times can, why can’t I?” The Keys to Paywall Success, Simply: Generate good content. Convince your audience that it’s worth paying for. Cost Consideration “ In the debate about business models for digital publishers, the cost of audience impressions is often underestimated. The expense to create a sellable inventory of impressions requires more than content production, it also includes the cost of audience development, which can greatly exceed the cost of content production.” - Publisher vs. Advertiser Priorities: Loyalty vs. Scale
  8. 8. What Parts of My Content Are Sellable? Subscription and Membership Opportunities… The BIG Question: “Can your NEWS SITE charge for more specific or deeper focused content like Consumer Reports, Weight Watchers or ESPN Insider?”
  9. 9. Subscriptions http://www.associatedcontent.com http://open.salon.com/cover.php
  10. 10. Hyperlocal Content http://www.boston.com/yourtown/
  11. 11. Hypertopical Content TornadoAlleyLive.com
  12. 12. Local News Partnerships http://seattletimes.nwsource.com/flatpages/local/neighborhoodnewspartners.html
  13. 13. Syndication “ Why would I give my content away to Google or Yahoo?”
  14. 14. Social Media Locate sources “ Change the “marketing” mindset! It’s not a social media campaign, it’s a social media “relationship.” Number 1 Rule – Listen! Don’t over share Follow the right people Track trends “ Remember! Engagement is tied to revenue!”
  15. 15. Monetizing Social Media “ Social media is more than driving people to your site..”
  16. 16. How It’s Done… Via Lost Remote http://www.lostremote.com/top-tv-social-media/
  17. 17. Monetizing Mobile Apps Mobile Web Mobile Video Hyperlocal and Hypertopical Content Location Based Coverage, User-Generated Content
  18. 18. Staffing & Workflow Some Important Questions: “ How is your newsroom structured?” “ Who gets content onto the web? When? How?” “ Do you have a social media policy? A community manager?” “ Is your entire team thinking “content” and “revenue?” “ What’s web skills should all employees have?” “ Are you creating an environment promoting social journalism?” “ How and when do sales and news interact?”
  19. 19. Questions? Chip Mahaney - Host Scott Woelfel Steve Schwaid Ryan Murphy - Producer @ChipMahaney @rmurphydigital EW Scripps Meredith Local Media RTDNA @swoelfel Armchair Media @schwaid

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