How to own the local market for online news and advertising

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Presented to the ACP/CMA 2013 conference on Friday, Oct. 25, in New Orleans.

Description: You've made the jump and launched a news website. What's next? Learn from a college-media innovator how to be the go-to source for news about your university and, equally as important, how to make money doing it.

Published in: News & Politics, Business
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How to own the local market for online news and advertising

  1. 1. Emerald Media Own College News Online ACP 10.25.13
  2. 2. #NOLA13online
  3. 3. The overview The news The business What you can do
  4. 4. The news
  5. 5. News // What’s worked
  6. 6. News // What’s worked
  7. 7. News // What’s worked
  8. 8. The business
  9. 9. Business // Giving it time “The unfortunate fact is that online journalism can’t survive without without a wealthy benefactor or cat GIFs.” — Matthew Ingram PaidContent @matthewi
  10. 10. Business // Consider Digital advertising sales growing 15% / year The New York Times digital ad revenue -4% in Q1 McClatchy up 1.5% in Q1 Google + 4 others own 2/3 of digital ad market
  11. 11. Business // Digital ad sales Source: Reflections of a Newsosaur
  12. 12. What you can do
  13. 13. Do it // The plan Consult the best Understand the present Make a goal for the future Make a tactical plan to get there Make it happen
  14. 14. Do it // Consult the best College University of North Carolina University of Georgia Ohio State University University of Pennsylvania
  15. 15. Do it // Consult the best Professional Quartz Mashable BuzzFeed Huffington Post PolicyMic
  16. 16. Do it // Goals What does your dream news website look like?
  17. 17. Do it // Present What do your readers want? What do your metrics tell you?
  18. 18. Do it // Tactics Find your niche Humor / Quackd What’s hot? Real time Deep content User-generated content Partnerships Banners v. sponsors Social media Native advertising Video & photo
  19. 19. Do it // Giving it time “Most overnight successes are 20 years in the making.” — Sam Walton
  20. 20. thegarage.dailyemerald.com rfrank@dailyemerald.com @rfrank_emerald #NOLA13online

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