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Newspapers ‘Alice in Wonderland’

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<ul><li>Newspapers, internet and earning money </li></ul><ul><li>Hubert Diemel </li></ul><ul><li>Market Analyst, Wegener MediaVentions </li></ul><ul><li>Joost de Valk </li></ul><ul><li>Search Strategist, Onetomarket </li></ul><ul><li>The Netherlands </li></ul>

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Today's presentation <ul><li>Who we are </li></ul><ul><li>Earning money with an online newspaper portfolio </li></ul><ul><li>How did Wegener choose a SEM partner </li></ul><ul><li>How to SEO a newspaper… </li></ul>

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http://images.google.com/images? hl=is & q=Wegener &btnG=Leita+a%C3%B0+myndum&gbv=2

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Who is ‘Wegener NieuwsMedia’ <ul><li>Since november 2007 part of Mecom Group plc. </li></ul><ul><li>Regional newspaper publisher, the biggest in The Netherlands (circulation 860.000) </li></ul><ul><li>Including 7 online newspaper websites </li></ul><ul><li>Unique Visitors 1,6 million and Page- views 45 million per month (STIR, november 2007) </li></ul><ul><li>Annual turnover € 668 million </li></ul>

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Who is ‘Onetomarket’ <ul><li>Online marketing firm, since 1999 </li></ul><ul><li>Offices in Arnhem (NL), Barcelona (ES), Madrid (ES) and Berlin (DE) </li></ul><ul><li>More than 50 online marketing specialists </li></ul><ul><li>Speaking 8 languages natively </li></ul><ul><li>Services include: SEO, SEM, Link Building, E-Mail marketing, Online advertising, Reputation Management and online marketing consultancy </li></ul>

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What is Wegener MediaVentions <ul><li>Wegener MediaVentions is a central division responsible for business development, project management and support of the 7 online newspaper activities </li></ul><ul><li>We’re helping our 7 newspapers with new ideas, marketing information and practical tips in marketing and sales areas </li></ul>

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Do we earn money ? http://www.flickr.com/photos/hegarty_david/528598100/

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Would you buy an electric toothbrush ? http://www.flickr.com/photos/7553795@N06/439219823 /

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Would you buy an electric toothbrush ? <ul><li>Supermarket test case, </li></ul><ul><ul><li>toothbrushes and wine coolers </li></ul></ul><ul><ul><li>during 2 weeks online ads on 1 newspaper website </li></ul></ul><ul><li>Toothbrush, 50% discount </li></ul><ul><li>Wine Cooler, x discount </li></ul><ul><li>NO advertising in print </li></ul><ul><li>NO prominent position in the Supermarket </li></ul>

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Supermarket results <ul><li>Investment Supermarket: € 0,= </li></ul><ul><li>Week 1: > 60 sold wine coolers </li></ul><ul><li>Week 2: > 600 toothbrushes sold </li></ul><ul><li>A very satisfied advertiser </li></ul><ul><li>Contract until the end of 2009, worth € 40.000,= </li></ul><ul><li>Success = online reach </li></ul>

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Cross-media Information campaign http:// www.flickr.com/photos/7521032@N04/1412172252 /

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Cross-media Information campaign <ul><li>Rebuilding the Deventer Hospital </li></ul><ul><li>Inform patients and interested parties </li></ul><ul><ul><li>April 2007 / March 2008 </li></ul></ul><ul><li>Monthly information page in our newspapers </li></ul><ul><li>Online special with up-to-date hospital and newspaper news </li></ul><ul><li>Availability of an CMS, for the hospital communications department </li></ul>

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Cross-media results Investment Wegener € 1.500 Banners and text links sold > € 12.000 2 x video reports sold € 2.000 Click ratio Banners 1% Success = online reach

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Would you follow the lead ? http://www.flickr.com/photos/zen/268856737/

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Would you follow the lead ? <ul><li>Co-ownership of the website BenZeker.nl </li></ul><ul><li>Comparison website with financial products </li></ul><ul><li>Products: mortgages, loans, savings, insurances </li></ul><ul><li>Model is ‘ Lead-generation and clicks ’ 50/50 </li></ul><ul><li>Continuous newspaper ad-campaign </li></ul><ul><li>Online ads on all 7 newspaper websites </li></ul><ul><li>Start November 2007 </li></ul>

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Lead-generation results (1 month) <ul><li>Investment Wegener: € 2.500 total </li></ul><ul><li>Unique Visitors 8.000 and 3.600 paid clicks </li></ul><ul><li>Car insurance, 40 quotes </li></ul><ul><li>Mortgages, 16 appointments with a broker </li></ul><ul><li>We need to fine-tune and give continuous media attention to grow . </li></ul><ul><li>Success = online reach </li></ul>

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So, do we earn money with our online newspaper portfolio ? <ul><li>YES we do </li></ul>http://www.flickr.com/photos/hegarty_david/528598100/

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Search engine marketing partner http:// www.flickr.com/photos/christianoneto/1640957850 /

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The search for a SEM partner <ul><li>More visitors, more pageviews, more advertisers </li></ul><ul><li>Better R.O.I. </li></ul><ul><li>Timetable: </li></ul><ul><li>2007, SEO and SEA, optimization  </li></ul><ul><li>2008, newspaper sites online, aggressive market approach </li></ul><ul><li>2009, strong relationship with visitors and advertisers </li></ul>

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The search for a SEM partner <ul><li>What is SEM, ask questions </li></ul><ul><li>Visit experienced SEM users/companies and listen </li></ul><ul><li>Invite 4 SEM companies for a pitch </li></ul><ul><li>Why ‘One To Market’ </li></ul><ul><ul><li>their Experience </li></ul></ul><ul><ul><li>their Motivation </li></ul></ul><ul><ul><li>their Price </li></ul></ul><ul><ul><li>Our gut feeling </li></ul></ul>

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What about ‘Alice’ http://www.flickr.com/photos/kirstiecat/2112154506/

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How to SEO a newspaper… <ul><li>Most newspapers that go online are authorities in </li></ul><ul><li>and of itself </li></ul><ul><li>You “just” have to fix some technical issues </li></ul>

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How to SEO a newspaper… <ul><li>After that it’s all about awareness and the </li></ul><ul><li>mindset </li></ul>

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First: the technical stuff <ul><li>Getting the </li></ul><ul><li>front page </li></ul><ul><li>indexed is easy </li></ul>http://flickr.com/photos/hoder/9365819/

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Are your archives dusty? <ul><li>But what about the </li></ul><ul><li>archives? </li></ul>http://flickr.com/photos/sigma/37083145/

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Links, links, links… <ul><li>It’s all about (internal) </li></ul><ul><li>link structure </li></ul>http://flickr.com/photos/joshsommers/958642299/

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Duplicate content <ul><li>While preventing duplicate content </li></ul>http://www.google.com/search?q=intitle:%22Bush+fights+for+relevancy+in+last+state+of+the+union%22&hl=en&pws=0&filter=0

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Show some results <ul><li>1,5 months after release of the “simple technical stuff”: </li></ul><ul><li>40% traffic increase from organic search </li></ul>

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Tagging

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Use your network!

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Be aware of the competition <ul><li>5.7 million readers! </li></ul>

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The hardest part:

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Make this guy http://flickr.com/photos/ljesmith/292424850/

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Understand this stuff

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To rank well The newspaper has to become part of the web And not just an observer