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© 2012 Skyword Inc, Confidential. All rights reserved.
New Digital Strategies To Increase
Audience Reach & Loyalty
April 24, 2013

2. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Today’s Presenters
Mark Jurkowitz
Associate Director, PEW Research Center
Julia Wallace
Market Vice President, Cox Media Group Ohio
Your Moderator
Michele Azan
Director Media Industry, Skyword
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3. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Agenda
3
 Key trends in the media industry
 Disruptive forces shifting consumer
behavior
 Challenges to increasing audience
acquisition
 Redefining business models &
partnerships
 Innovating new revenue streams
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4. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Who is Skyword
Accelerate your digital transformation
with
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Mark Jurkowitz
Associate Director
The Survival of the
Newspaper Industry:
Facts and insights from
Pew Research Center
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6. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Key Trends Within Evolving Media Landscape
Cause for Alarm
 In 2012, dailies lost 16
print ad dollars for every
digital ad dollar gained
 Digital ad revenue grew by
only about 3% in 2012
 New Orleans & the three-
day-a-week phenomenon
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7. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
The Disruptive Forces In Media
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Cause for Hope
 About 450 dailies now going the
digital pay route
 New revenue streams, including the
digital agency
 Warren Buffet: The oracle of Omaha’s
big bet on the industry

8. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Challenges Facing Print Media
 Impact of the Digital Disruption
 23% of adults read a print daily yesterday
 Number of people getting news on social networking
sites jumped up from 9% to 19% in 2 years
 55% of NY Times readers use mostly online version
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9. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Newspapers Diving into Digital
 Santa Rosa Press Democrat:
– Projecting 60% growth of digital agency
 The Columbia Daily Herald:
– Going from 1% to 15% digital revenue
 Deseret News:
– Growing digital revenue at 44% a year
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How To Launch The Digital Transformation
 Win the internal culture wars
 Develop philosophy of risk taking
 Maintain editorial quality
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Julia Wallace
Market Vice President
New Business Models
New Partnerships
New Revenue Streams
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The Power of Legacy Brands
 Reaching 93% of the market every week
 Four daily newspapers
 The #1 CBS affiliate in the country
 The #1 radio station and only radio news stations
 Top local news websites
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13. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Innovating For New Revenue Sources
 Digital is now our 4th platform
 Focused on the customer
 Changing the culture and expectations
 Partnering with and learning from others
 Out-sourcing and consolidating non-sales and
content functions
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14. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
How Media Companies Monetize Into Digital
 For advertisers, we sell audiences
 For advertisers, we sell solutions
 For other companies, we sell our services
 For readers, we are beginning to sell digital subscriptions
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15. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Key Takeaways
15
Streamline
operations √
Create new
culture
Create New
Revenue
Streams
Increase
Loyalty
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16. © 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
For More Information
 Contact our guest speakers
– Mjurkowitz@journalism.org
– Julia.Wallace@coxinc.com
 Request a Skyword demonstration
– Email us at learnmore@skyword.com
 Keep up to date on news from Skyword!
– Blog at http://www.skyword.com/blog/
– Facebook at http://www.facebook.com/skyword
– Twitter @skyword
– LinkedIn Groups – Look for Skyword
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