Protecting your media brand online

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How publishers can use a digital archive to protect their media brands online and grow their site traffic: practical tips from John Hazell of Netcopy/ Jack Brand

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Protecting your media brand online

  1. 1. SPECIALIST MEDIA SHOWProtect your brand from online competitors- exploit your archive<br />
  2. 2. a little about Jack Brand<br />Jack Brand Delivers content for brands<br />incorporated Feb 2002<br />clients include<br />Dennis<br />Future<br />Haymarket<br />Mirror<br />NETCOPY is our proprietary digital archive publishing platform<br />
  3. 3. leveraging a brand’s heritage <br />
  4. 4. why deliver a digital archive?<br />preservation<br />brand protection on-line<br />incremental revenue opportunities<br />drive subscriptions and membership<br />brand development<br />significant site enrichment<br />grow traffic, user loyalty & interaction<br />
  5. 5. This allows interrogation of Netcopy and pulling over relevant data, formatting it within another environment as needed<br />‘Web Services’<br />outputs<br />NETCOPY SYSTEM<br />OCR processing<br />Structuring Content<br />Automated tagging of reviews/articles<br />Cross referencing with Database <br />Creates the Archive Database<br />Scanned images of all the back issues<br />‘Knowledge Services’<br />This allows us to create new services based on the Archive Database, for example press cutting services for advertising clients<br />inputs<br />New issues as PDFs/Quark/InDesign files<br />(Netcopy automatically collects these from printer)<br />‘Digital Publishing’<br />Digital versions of all the magazines in the archive and the latest editions. This keeps the Archive constantly up to date. <br />‘Search’<br />Search Engine Optimisation:<br />We can create indexing using the automated tags, driving global traffic to the site through search <br />netcopy process<br />
  6. 6. benefits <br />efficiencies <br />brand protection<br />new revenue streams <br />incremental traffic<br />
  7. 7. the long tail<br />editorial<br />historical<br />popularity<br />quantity<br />historical <br />third <br />party<br />third <br />party<br />editorial<br />
  8. 8. natural search<br />exponentially increased points of access to the brand<br />increased number of inward links – improved reputation<br />entire archive available to view<br />every article has its own URL<br />drives regular ‘number 1’ position for the brand in it’s space<br />the gramophone archive has grown the user base by over 50% <br />
  9. 9. revenue streams <br />increased subscriptions to the printed magazine <br />display advertising and sponsorship <br />google adwords <br />licensing <br />digital subscriptions and one off access<br />affiliate deals<br />
  10. 10. how it works for Time Out<br />
  11. 11. Daily Mirror Word Cup Archive<br />
  12. 12. the gramophone<br />
  13. 13. development stages<br />stand alone archive site<br />negligible resource investment from publisher – we do it all!<br />access via main site navigation, direct to Archive home page, or to article level via search<br />delivered within 12 weeks for sign-off <br />future development <br />web services, total integration. . . <br />
  14. 14. the finances<br />option 1<br />Publisher pays for the digital archive development<br />There is a monthly fee for hosting, maintenance and addition of new content to the archive<br />All revenues retained by publisher<br />option 2<br />Netcopy pays for the digital archive development<br />There is a monthly fee for hosting, maintenance and addition of new content to the archive<br />revenues are shared by publisher and Netcopy<br />
  15. 15. summary<br />preservation<br />brand protection on-line<br />significant site enrichment increasing user interaction & loyalty - driving subscriptions, membership and understanding of users interests<br />grow traffic, incremental revenue opportunities<br />brand development<br />potential to benefit form your archive with no up-front capital cost<br />
  16. 16. SPECIALIST MEDIA SHOWProtect your brand from online competitors- exploit your archive<br />

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