New Revenue For News Organizations.Ppt


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As print advertising revenue declines, news organizations must look to new channels to drive sales. Online display advertising can replace some of lost revenue, but other online media such as search engine marketing, sponsored Web casts and paid seminars must also be considered. There are also many off-line revenue sources. Successful publishers in the future will develop new revenue streams in such areas as localized advertising, information services, demographic editions and alternative delivery mechanisms such as audio, video and mobile devices.

This one-hour webinar provides you an overview of what publishers are doing right now to develop these new channels and how news organizations can adjust to their business models and their cultures to seek new opportunities.

It explores:
How to think creatively about new revenue sources
How to tap into local communities for business
Opportunities in search and paid placements
The potential for custom publishing
Webcasts, podcasts and video as revenue generators

Published in: News & Politics, Education
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  • New Revenue For News Organizations.Ppt

    1. 1. New Revenue For News Organizations Paul Gillin June 16, 2009
    2. 2. Welcome to the Webinar <ul><li>This is a Knight Digital Media Center Webinar powered by NewsU </li></ul><ul><ul><ul><li>Host: Howard Finberg </li></ul></ul></ul><ul><ul><ul><ul><li>Poynter’s director of interactive learning & NewsU </li></ul></ul></ul></ul>
    3. 3. Thank You <ul><li>Harnisch Family Foundation </li></ul><ul><ul><li>For funding our Webinar equipment </li></ul></ul><ul><li>Knight Foundation </li></ul><ul><ul><li>For its support of NewsU </li></ul></ul><ul><li>Knight Digital Media Center, USC </li></ul>
    4. 4. Knight Digital Media Center <ul><li>The latest in digital strategies </li></ul><ul><ul><li>News entrepreneur boot camps </li></ul></ul><ul><ul><li>Decision-making for frontline editors </li></ul></ul><ul><ul><li>Managing multiculturalism in a multi-platform world </li></ul></ul><ul><ul><li>Digital and technology boot camp </li></ul></ul><ul><li>  As well as the latest from the News Leadership 3.0 blog and the Online Journalism Review </li></ul>
    5. 5. Today’s Presenter <ul><li>Paul Gillin </li></ul><ul><ul><li>25-year career in print/online media </li></ul></ul><ul><ul><li>Author of two books about social media </li></ul></ul><ul><ul><li>Avid blogger with more than 12,000 weekly visitors to four topical blogs </li></ul></ul>
    6. 6. Today’s Agenda <ul><li>Revenue streams </li></ul><ul><li>Localize </li></ul><ul><li>Beyond classifieds </li></ul><ul><li>You against Craigslist </li></ul><ul><li>Payments </li></ul>
    7. 7. Today’s Revenue Model (Not to scale)
    8. 8. Revenue of the Future (Not to scale)
    9. 9. Fifty Revenue Streams Banners Scrolling banner Micro-sites Topical sections
    10. 10. Fifty Revenue Streams Newsletters Syndication Text links Downloads
    11. 11. Fifty Revenue Streams White papers Topical sections
    12. 12. Why Let Them Have All the Fun? <ul><li>Local advertising is a $25 billion annual market in the U.S. No one owns it. </li></ul>
    13. 13. How Local Merchants Advertise <ul><li>Can you do more? </li></ul>
    14. 14. What are you doing to help this store?
    15. 15. Beyond Classifieds <ul><li>What can we do to facilitate sales beyond running ads? </li></ul>
    16. 16. “ Reinventing newspaper classifieds means becoming more active in the selling process. Your job now is to help people sell cars, homes, bicycles; rent apartments; sell homes; find people jobs, and dates, and handymen. ” -Christopher Ryan and Steve Outing Your Name Here Your Name Here
    17. 17. Take part in the sale Book with Contribute your review! $39.95 with coupon! Special Coupon Book For Our Readers! In partnership with
    18. 18. Take Part in the Sale
    19. 19. <ul><li>Sometimes B-to-B publishers are event companies disguised as magazines. </li></ul>Business-to-Business Publishers Your Name Here
    20. 20. Your Name Here
    21. 21. Transaction Fees Your Name Here
    22. 22. Membership Has Its Rewards <ul><li>Chat with local sports figures </li></ul><ul><li>Discounts at local businesses </li></ul><ul><li>Affinity programs </li></ul><ul><li>Education/training credits </li></ul><ul><li>Buyers clubs </li></ul><ul><li>Backstage passes </li></ul><ul><li>Advance screenings </li></ul><ul><li>Golf lessons </li></ul>
    23. 23. What Craigslist Can’t Do <ul><li>Contextualize </li></ul><ul><li>Compare </li></ul><ul><li>Tier services </li></ul><ul><li>Advise </li></ul><ul><li>Give back </li></ul><ul><li>Market </li></ul>Review Design Rate Package Create storefronts
    24. 24. What Craigslist Can’t Do <ul><li>Craigslist is freakin’ text ads </li></ul><ul><li>You can’t beat Craigslist at its own game </li></ul><ul><li>You must change the rules! </li></ul>
    25. 25. Can Paid Subscriptions Work? <ul><li>They’re working for these guys: </li></ul><ul><li>Provide a high level of perceived value. </li></ul><ul><li>You can’t sell subscriptions to a commodity. </li></ul><ul><li>And is the tradeoff really worth it? </li></ul>
    26. 26. How About Micropayments? <ul><li>A successful system must be: </li></ul>Ubiquitous Drop-dead simple Rechargeable
    27. 27. Seek Inspiration Customer ratings Personal profiles Comparative ratings Contextual advertising Local connections
    28. 28. How Starbucks Could Be a News Powerhouse Customer defines interests online Presents affinity card at point of sale Back-room printer turns out custom newspaper For customer to take to work. Payment by subscription fee or affinity program
    29. 29. In Conclusion <ul><li>Revenue streams </li></ul><ul><li>Localize </li></ul><ul><li>Beyond classifieds </li></ul><ul><li>You against Craigslist </li></ul><ul><li>Payments </li></ul>
    30. 30. More Training: Poynter Seminars <ul><li>Copy Editing in a Multimedia World </li></ul><ul><ul><li>Aug. 31-Sept. 4, 2009 </li></ul></ul><ul><ul><ul><li>Application deadline: July 22, 2009 </li></ul></ul></ul><ul><li>Leadership for TV News Anchors </li></ul><ul><ul><li>Sept. 13-18, 2009 </li></ul></ul><ul><ul><ul><li>Application deadline: Aug. 3, 2009 </li></ul></ul></ul>
    31. 31. More Training: Poynter Online <ul><li>NewsPay </li></ul><ul><ul><li>Poynter’s Bill Mitchell looks at how news will be transformed and sustained. </li></ul></ul><ul><li>The Biz Blog </li></ul><ul><ul><li>Poynter Media Business Analyst Rick Edmonds tracks the latest industry developments. </li></ul></ul>
    32. 32. More Training: NewsU Modules <ul><li>Targeting New Audiences: Finding Your Niche </li></ul><ul><ul><ul><ul><li>Starting a new print publication or Web site? Explore ways to get to know your audience and get your ideas off the ground. Plus, explore the lessons learned from some youth publications. </li></ul></ul></ul></ul><ul><li>Build and Engage Local Audiences Online </li></ul><ul><ul><ul><ul><li>Get to know your local online audience and see what the power of local content can mean for you. </li></ul></ul></ul></ul>Most courses are FREE or low-cost.
    33. 33. More Training <ul><li>NewsU Tech </li></ul><ul><ul><li>Comprehensive software training </li></ul></ul>
    34. 34. Thank you! Paul Gillin (508) 202-9807 [email_address] Available on Amazon or from
    35. 35. Thank You for Attending <ul><li>Remember to visit NewsU </li></ul><ul><li> </li></ul><ul><li>Training for Journalists. Anytime. Anywhere. </li></ul>