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1. Unlocking Digital Value
At The Ottawa Herald

2. Mashing the Monolithic Model
➲ News, information,
advertising sources
used to be limited.
➲ Now they are
everywhere.

3. How Can We Help Our Clients?
➲ Give them access to their customers

4. The Four C's of Digital Marketing
➲ Content
➲ Community
➲ Convenience
➲ Commerce

5. CONTENT
➲ News – local and Webwide
➲ Classifieds
➲ Biz Finder
➲ Databases
➲ Advertising
➲ Videos
➲ Fun and games
➲ Shopping cart
➲ Photos
➲ Advice, Opinion, Community sharing

6. COMMUNITY
➲ Literal Communties
 Pomona
 Rantoul
 Wellsville
 Princeton
 Ottawa
 Garnett
 Williamsburg
 Lane
➲ Virtual Communities
 Schools
 Agriculture
 Parenting
 Video Games
 Obituaries
 Home Improvement

7. CONVENIENCE
➲ Time
 Speed
 24/7 presence
➲ Place
 Web
 Mobile
 E-mail
➲ Form
 Banner ads
 Interactive, Video and live broadcast ads: Your product is
dynamic. Your message should be, too
 Connections: Web sites, ads, shopping

8. COMMERCE
➲ Fulfilling the newspaper's traditional role
 Connecting buyers and sellers
 Facilitating local commerce
➲ Give the community buy-sell opportunities
➲ Leverage our marketing dominance
➲ Share in client results

9. Where's the Value?
➲ TV has reach
➲ Radio has frequency
➲ Magazines have targeting
➲ Newspapers have trusted brand
➲ Our Web site has ALL FOUR!
 We can unlock the value
 We have a stronger foundation than most papers

10. The Herald's Harris Hegemony
NEWSPAPER WEB VALUE CIRCULATION POPULATION
Ottawa: $1,904,117 4,200 26,500
Hutchinson: $1,383,908 31,000 63,400
Salina: $1,297,476 28,000 54,600
Burlington: $838,185 19,000 40,600
Hays: $784,220 12,700 27,800
Garden City: $423,317 8,600 41,000

11. It Gets Even Better
➲ No. 1 news source in Franklin County
➲ 600,000 page views a month
➲ 27,000 unique users
 4,200 subscribers/buyers in print
 11,000 total readers in print
➲ Top 3 percent of all Web sites … worldwide

12. So, What Do We Have?
➲ Content, Community, Convenience, Commerce
➲ Reach, Frequency, Targeting, Trusted Brand
➲ 600,000 Page Views; 27,000 users
➲ $2-million of value to unlock
➲ Great digital products

13. GREAT DIGITAL PRODUCTS
➲ Advertising
 Run of Site
 Targeted
 Sponsorship
 Interactive
➲ Classified Advertising
➲ Kansas Autos
➲ Video
 Short form ads
 Long form infomercials
 Live broadcasts
➲ Biz Directory
➲ Shopping Cart

14. RUN OF SITE

15. TARGETED

16. SPONSORSHIP

17. INTERACTIVE ADVERTISING
www.ottawaherald.com/widegraphic/081209washburnflash

18. CLASSIFIEDS
➲ Print
ads
online
www.ottawakan.com/ottawa_herald/classifieds/index.shtml

19. CLASSIFIEDS
➲ Ads
online
http://otta.adqic.com/index.adq?nwf=finder&nst=details&tr=initialize&ad_id=1246426

20. KANSAS AUTOS
➲ Auto
Finder
http://www.ottawaherald.com/Autos/

21. KANSAS AUTOS
➲ Kansas
Autos.
net
http://www.kansasautos.net/autos/listings2.asp?region=Ottawa

22. VIDEO
Short form video ads

23. VIDEO
Long-form infomercials

24. VIDEO
Live broadcasts … remotes

25. HERALD BUSINESS FINDER

26. THE BUSINESS FINDER

27. MAKE A SPLASH

28. BOUTIQUE SHOP

29. STORE FRONT
Branding, Shopping

30. SHOP BY CATEGORY
Books and Media

31. PRODUCT DETAILS PAGE

32. PRODUCT DISPLAY FEATURES

33. MORE PHOTOS
Alternate Views

34. PRODUCT DISPLAY FEATURES

35. SHOP ANOTHER STORE

36. MORE DETAILS

37. REVIEW YOUR ORDER

38. PICKUP AND SHIPPING OPTIONS

39. ONE CREDIT CARD ORDER
Multiple Products