This document provides strategies for local publishers to convert print readers to web readers and drive online engagement. It discusses how people find websites through search engines, social media, and referrals. Content that generates engagement includes timely updates, exclusive content, and curated local information. The document then outlines several approaches for publishers, such as using contextual calls-to-action in print, an "in this issue" online section, and sponsored local events and guides. The goal is to create a system that maximizes traffic, engagement, and sharing across print and digital platforms.

1. Audience Development for Local
Publishers
BROUGHT TO YOU BY SHWEIKI MEDIA
How to convert print readers to web readers and drive
engagement online

2. Magazines drive web search
more than any other medium
… but where are readers going?
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http://www.magazine.org/insights-resources/presentations/20-tweetable-truths-about-magazine-media

3. HOW PEOPLE FIND YOU & WHY PEOPLE
ENGAGE ONLINE
How People Find You
• Regular Visitor (Direct)
• Search Engines (SEO)
• Social Media
• Friend Referral
• Email Newsletters
• Offline Call-to-Action
Why People Engage
• Timely Updates & Information
• Exclusive Content & Insights
• Curated Content
• Find things to do
• Money Savings & Freebies
• Community Pride
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http://digitalservices.npr.org/post/9-types-local-stories-cause-engagement

4. Confidential
ENGAGING FROM PRINT-TO-WEB
Business
Basics
Contextual
CTAs
In-This-
Issue
Approach
Engaging
Online
Content
Share to
Print
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A systematic approach to drive web traffic from
print and create share-worthy experiences

5. BUSINESS BASICS
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6. CONTEXTUAL CALLS TO ACTION
• An engaged reader is
looking to extend their
experience
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7. CTAs IN CONTEXT
Check out more photos
of your friends at…
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8. KISS (Keep It Simple Stu…)
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http://www.aroundconcordnh.com/
2013/03/30/6722/art-in-the-field-
gallery-extraVS.

9. FB PAGE REACH CHANGES
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1500 Shares
300 Views

10. IN-THIS-ISSUE APPROACH
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1
Post all your individual articles
as normal
2
Create an article of articles (ITI)
3
Add clear CTAs on Homepage
4
Create an archive of ITIs
ONE PLACE FOR ALL
RELATED CONTENT

11. LONG-TERM SALES STARTS WITH
AUDIENCE DEVELOPMENT EFFORTS
You use your publication to sell ads in your
publication, it should also be used to sell ads online!
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Business Basics Page
Contextual Call-to-Actions

12. Only at the Local Level
… are readers and “advertisers” one and the same
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13. LOCAL CONTENT ECOSYSTEM
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The thoughtful application of user generated content is a necessity!
Local
Content
Articles
Events
Business
Information
Main Street Approach:
- Maximize SEO
- Maximize Engagement
- Maximize Sharing

14. FEATURED EVENT
(Ex: Community Street Festival)
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1. What is the value to the reader?
2. Which businesses would want to
reach this audience?
3. What are you offering?
1. Coverage of a popular local event
(event preview article, social
promotion and event recap article)
2. Any vendor that wants to get more
exposure for their booth and collect
opt-in emails
3. We’re working with the street fest
organization to help exhibitors get
more out of their experience before,
during and after the festival. Would
you like to learn more?

15. LOCAL GUIDES
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1. What is the value to the reader?
2. Which businesses would want to
reach this audience?
3. What are you offering?
1. A great local resource about XYZ
2. Almost anything: Dining Guide, Camps
Guide, Take Out Guide, Real Estate Guide,
Shopping Guide, Pet Guide, Sports Guide,
Entertainment Guide, Arts & Crafts Guide,
Travel Guide, Hotel Guide, Healthily Living
Guide, etc.
3. We’ve created this guide on our site about
XYZ and are promoting it regularly. We
though you might be interested in being
associated with it as the lead sponsor since
its so relevant to your business. We’re only
looking for one sponsor and since you’re
one of our better advertisers I wanted to
offer it to you first. Are you interested?

16. 5-STAR REVIEWS CONTEST
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1. What is the value to the reader?
2. Which businesses would want to
reach this audience?
3. What are you offering?
1. A great local resource about local
businesses, a cash prize and a feel
good opportunity in supporting local
2. Every businesses can benefit from
having local reviews, having a local
online presence and gaining added
exposure to the publishers audience.
3. Did you know that we’re running a 5-
Star Reviews contest? I can help you
get setup with a free directory listing
and explain how it works. Would that
be ok?

17. MOTHER’S DAY SWEEPSTAKES
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1. What is the value to the reader?
2. Which businesses would want to
reach this audience?
3. What are you offering?
1. Mother’s Day is approaching and I want
to help people celebrate Mom’s in our
community.
2. Jewelers, florists, restaurants, spas, salons,
clothing stores, chocolate shops, hot air
balloon rides, wineries, B&Bs,
photographers, etc.
3. We’re running a month long campaign
to celebrate Mom’s, we only have 4
sponsorship opportunities available and
thought you would be a good fit. Are
you interested in learning more?

18. SPONSORED COLUMNISTS
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1. What is the value to the reader?
2. Which businesses would want to
reach this audience?
3. What are you offering?
1. A great local resource about XYZ
2. SPCA, PTA, religious organizations,
recreation centers, historical
societies/community groups, political
organizations, travel agents, funeral
homes, etc.
3. We’re interested in creating a column
on our site for XYZ and thought it
would be a good opportunity for us
to collaborate. Can I take a few
minutes and explain how we might
be able to work together on this?

19. SERIOUSLY VIRAL (SIMPLE) CONTENT
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A SUCCESSFUL CYCLE
Business Basics
Contextual
Call-to-Actions
In-This-Issue
Approach
Engaging
Online Content
Share to Print
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Listings-to-Leads

21. PARTING THOUGHTS
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• Print
• Website
• Email
• Facebook
By focusing on editorial themes (or
campaigns) it doesn’t matter how you put
together a package. Its about creating
natural alignment and maximizing traffic,
engagement and reach.
REMEMBER 1 THING
IT’S ALL ABOUT AUDIENCE

22. Confidential
Modernizing the Way Communities Interact and Do Business
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