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CNPA Local Media Disrupted. Mel Taylor

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California Newspaper Press Assoc

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CNPA Local Media Disrupted. Mel Taylor

  1. 1. California Newspaper Publishers Association Press Summit May 5, 2012 San Jose Profit-First Digital MelTaylorMedia.com 267-625-5313
  2. 2. Mel Taylor Background
  3. 3. You Know How to Win
  4. 4. Print First Hybrid Digital First
  5. 5. March 2009
  6. 6. Wrong Question If Newspaper shut down…. What would take it’s place? 2009
  7. 7. Right Question Do Advertisers Care About News? 2009
  8. 8. FAIL Online Journalism looking for Revenue Models
  9. 9. SMART Proven Revenue Models that support Online Journalism
  10. 10. 2 Masters • Reader • Advertiser
  11. 11. Journalism Pageview CPM Social Followers Newspaper Needs Apps Mobile Paywalls
  12. 12. Search Promotion Small Business Needs Video Web Presence Social Database
  13. 13. News Not a Business Model
  14. 14. 3 step plan • Run Web like Business • Understand Competition •1. Reduce costs Leverage Digital – Operational Efficiency 2.– Increase Revenue Share IncreaseShare share print – Increase Audience 3. Tap new revenue
  15. 15. Core Business Newspapers Journalism Communications Advertising Enable Commerce
  16. 16. Protect Local Business Relationship
  17. 17. Run Web Like Print Think like Publisher / Owner 1. 2. 3. Profit Operations Editorial
  18. 18. Common Errors Salaried exec in charge Research for sales direction Over-reliance on vendors Poor inventory management Clunky and limited CMS
  19. 19. Digital Operations Manual Do you have one?
  20. 20. Digital Ops Manual How we do it Style guide Process System Rules
  21. 21. Who’s in Charge How many in charge of web? Salary or performance based?
  22. 22. Who Should Manage Web? ONE PERSON compensation & job security tied to web profit
  23. 23. Who Drives Digital Bus? Someone like this?
  24. 24. Who Runs Website? Mandatory Skill Set 1. 2. 3. 4. 5. Think like Publisher Entrepreneurial Biz-Dev & Direct Sales Digital DNA Traditional Marketing
  25. 25. Who Runs Website? • • • • • Webmaster Designer Editor Marketing Vendor
  26. 26. Tells you… what you can and can’t sell online
  27. 27. Ask Pressmen about print ads you can sell ?
  28. 28. Bad user experience Platform can’t do it We don’t offer it Always done this way Don’t have time Too expensive
  29. 29. Beware • We hit our web budget • Web rev up 500 % • Web traffic is strong • 50,000 Facebook Fans
  30. 30. Research
  31. 31. Get Online
  32. 32. Irvine, Bakersfield, Sacramento
  33. 33. FREE Local Plan 1st year • 3-page website • Domain name • Website hosting • Email support Year 2 (per month) • $4.99 site/hosting • $2.00 domain • Cancel any time
  34. 34. Reps Blind Know how clients are spending budgets?
  35. 35. Ask Client 1. Current marketing mix 2. Current digital mix 3. Digital you are considering 4. Who’s pitching you ?
  36. 36. Internal Poison
  37. 37. Remove Bozos Recent Online News Conference
  38. 38. Remove Bozos Recent Online News Conference http://meltaylormedia.com/2011/11/if-steve-jobs-ran-your-newspaper/
  39. 39. Meet Dick Hi. I’m Dick.
  40. 40. Meet Dick • Print Sales Superstar • Hits budget w/o Web Hi. I’m Dick. • His clients buy web • From competitors
  41. 41. Don’t Train Sales Staff • until system is ready • until managers are ready • train the trainer
  42. 42. Overhaul Comp • Revenue per rep & manager • New business per rep (per month) • Grow % of current clients • High commission: new clients • Low commission: transactional • Bonus & PENALTY
  43. 43. Compensation • Revenue & New Business • Per rep & manager • Per month • Commission • 25% or more for new biz • 10% or below for transactional
  44. 44. Integrated Sales Force Structure • All reps as super sellers • 1 web champion • 1 point of contact for client • Offer many solutions • Reach & power of all platforms
  45. 45. Local Sales • Protect & grow your LOCAL staff • Keep client relationships to YOURSELF • YOUR managers as trainers • YOUR managers do 4-legged calls • Using imported sellers, makes rep look WEAK
  46. 46. Lower Costs Person in Charge: Financially motivated? Get lowest cost & best features?
  47. 47. Huffington Post • Traffic • Low-cost • Advertisers • Profitable $315m
  48. 48. Aggregation
  49. 49. How They Decide • Reads paper • Support Journalism • Pageviews or CPM • News coverage • Social, Mobile, Video
  50. 50. Ad Mix see local business looking GREAT?
  51. 51. WEAK Banner Design Creative
  52. 52. Design Branding focus No call to action Why full URL ? Why zip code? Will you get credit ?
  53. 53. How to make it better
  54. 54. Banner Design good or bad ?
  55. 55. Banner Design 1. 2. 3. 4. KISS Clear graphics Clear messaging Understood in 2 secs ?
  56. 56. Banner Design 1. No web address 2. What is goal ? > brand > message awareness > direct response 3. Call to action
  57. 57. Sales Kit Easy to understand? For local business & reps Advertiser focused?
  58. 58. the Kit
  59. 59. Total Reach In-Print: Website: Mobile YouTube Twitter Facebook Email xxx,000 xx,000 xx,000 xx,000 xx,000 xx,000 xx,000 Total Reach: xxx,000
  60. 60. MySanJose.com Reaching xx,xxx San Jose adults each month On-Air, Online & Marketing Services for San Jose Area Business How We Help: • Brand & Message Awareness Be seen, Get your message out • Online Presence & Reputation Looking good online • Database Marketing Customer email & Mailing Lists • Online Couponing Daily Deals, Promotions, Sampling Who We Help: • Yoga, Fitness & Health • Beauty & Hair • Boutiques & Retail • Restaurants & Food • Entertainment & Culture • Family & Kids • Contractors •Doctors, Dentists, Lawyers Success Stories……can MySanJose.com do this for you ? Client Logo Client Logo
  61. 61. Another Local Business SUCCESS STORY How can MySanJose.com help you ? BUSINESS NAME (Logo & picture of business) • VERY brief description of business…. Location of Business (BUSINESS NAME) CHALLENGE: (what they needed help with) Restaurant launching new catering hall and menu. Needed help getting word out, having target customers see upgrades to building, new menu , download new menu & coupon to sample food item. PLAN ( media company name ) PROPOSED • Large format banner on website home page, every Friday • Custom promotion & contest to build email list, encourage sampling, Downloadable coupon • Social media plan using Facebook & Twitter • Produce video profile & ‘behind the scenes’ tour of business RESULTS ( insert business name here ) • Built database of 500 using contest giveaway • Raised brand & message awareness via: • 750,000 banner impressions • 400,000 logo sponsorships impressions • 76,000 viewed video tour CLIENT TESTIMONIAL WOW! Linda and her team did a fantastic job helping us get the word out about____. We now have a email list of 600 and 250 new Facebook fans. The video looked great on the site, and is also perfect for our own website and Youtube channel. John Smith, Owner, Ocean Village Restaurant
  62. 62. Helping San Jose Business In-Print & ONLINE
  63. 63. 3 Simple Packages
  64. 64. At Work Day-part Internet Prime Time Mon-Fri 9a-5p Morning 6a-10a Mid-day 10-3p Evening 8-11p
  65. 65. Beware Exercise Caution Intermediaries, Middle men
  66. 66. Toll Taker 30% to Steve… Proceed with Caution
  67. 67. Build business on land you don’t own Share cropping
  68. 68. Rate Card & Pricing Supply & Demand (not CPM)
  69. 69. Smart Practice weekly instead of monthly rates sounds expensive $ 400. per month sounds reasonable $ 95. per week
  70. 70. Super Dumb Protect ‘rate card integrity’ @ $10 cpm and then….. Sell unsold inventory to ad networks @ $1 cpm
  71. 71. Pricing Mon Tues Wed Thurs Fri $100 $150 $175 Sat Sun
  72. 72. Sweet Spot Pricing • Designate a premium unit • Sell 24 hour exclusive • Limit inventory…7 only…Pick a day • Pricing • Flat Fee….Raise rate as you sell out • Short commitment (3-6)
  73. 73. Inventory Management
  74. 74. CPM’s
  75. 75. Inventory Glut How we build the paper
  76. 76. Dumb Ad Networks on Home Page & Section Fronts
  77. 77. Remnant Ad Network on Home Page Cause for Dismissal
  78. 78. Competitor Remnant Ad Competitor Remnant Ad Remnant Ad
  79. 79. Competitor Remnant Ad on AUTO Page
  80. 80. Ad Units & Placement
  81. 81. See any Super Premium ad positions ?
  82. 82. Expandable Pencil Pencil Ad
  83. 83. Sliding Billboard or Expandable Pencil or Curtain Ad
  84. 84. Expanded ‘Sliding billboard’
  85. 85. Large Format
  86. 86. Your Site?
  87. 87. Newspaper BLASTS Tweets Facebook Email Alerts Integrated Campaign Capture & BUILD DATABASE Facebook Twitter Mobile Online Promotion Download Coupon Join Contest Watch Video
  88. 88. Client Education
  89. 89. TRIBUNE Digital Services
  90. 90. Web Marketing 101 For Local Business
  91. 91. Web Marketing 101 For Local Business
  92. 92. Remove Geek Speak • cpm • pageviews • uniques wtf • click-thru rate • leaderboards • pixels • impressions
  93. 93. Community Newspaper (no website) City Suburban News Vs. AroundMainline.com Indie WordPress site
  94. 94. Indie-WordPress site WINS Beats: • Philly.com • City Suburban News • Mainline Today
  95. 95. Community Newspaper w/ NO Website Brigantine Times Vs. BrigantineNOW.com WordPress site
  96. 96. www.BrigantineNOW.com
  97. 97. Competition Surprising NEW Players Going After Local Dollars
  98. 98. Hyper Local -Ad Network -63 sites -PBS -NPR -Ad Agency
  99. 99. Multiple Uses Breaking News Ad-supported Promotions Market to Advertisers • Rte 9 is closed • Lady Gaga tix on sale Friday • Red Sox beat Yankees 99-0 • Deal of Day • Coupon download • Win Trip • Stand by rate now avail • Home page unit now avail • Spring special 50% off
  100. 100. How GREAT sites lose money > No Super-Premium Ads > The only local ad is pushed outside of content area > Low CPM ad networks sucking up home page of this otherwise strong news-site.
  101. 101. Media Kit 2 Yrs old Leaderboard should be called TOP BANNER Complexity & Inside-Talk Kills Sales 2012

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