SlideShare a Scribd company logo
Online News
Financial Independence
Have the Business Models Come of Age?
Presented by John Granatino
5th International Symposium on Online Journalism
University of Texas, April 16, 2004
Agenda
• A bit about Belo
• Original registration goals
• Advertiser case study
• The results
A Bit About Belo
Belo Interactive is the
Internet subsidiary of
Belo – the nation’s 9th
largest media company
with more than 150
years of building loyal
audiences.
Belo Interactive is the
Internet subsidiary of
Belo – the nation’s 9th
largest media company
with more than 150
years of building loyal
audiences.
A Bit About Belo
Local market dominance
• BI attracts on average 5.5 million visitors generating over 110
million page views a month. 1
• DallasNews.com and projo.com are the most visited local news
and information web sites for their markets. 2
• The following Belo Interactive Web sites are the most visited
local television-affiliated sites in their markets: 3
- azfamily.com, Phoenix - KGW.com, Portland
- KING5.com, Seattle - KHOU.com, Houston
- KVUE.com, Austin - KMOV.com, St. Louis
1. BI Web Logs, 2003 2. Nielsen//NetRatings Q2 2003 Custom Report 3. The Media Audit – Phoenix 4/03; Seattle 6/03;
Austin 5/02; Portland 6/03; Houston 8/03; St. Louis, 7/03
A Bit About Belo
Recognition from our peers
• 2004
 Murrow Awards: KGW.com, WFAA.com, KTVB.com, KMOV.com, WVEC.com,
WWL-TV.com
 AP Regional Awards: Dallas, Norfolk, Portland
• 2003
 Sigma Delta Chi: KGW.com
 Online News Association: DallasNews.com
 EPpy award: DallasNews.com
 Murrow Awards: KGW.com and KREM.com
 AP Regional Awards: DallasNews.com, KGW.com, Projo.com
• 2002
 Murrow Awards: KREM.com, WFAA.com, KVUE.com, NBC6.com, WWL-TV.com
 NAA Digital Edge Award: Projo.com
 AP Regional Awards: DallasNews.com, WFAA.com, KGW.com, KVUE.com
Registration Goals
1. Identify and value customer segments
2. Increase audience loyalty and value
3. Migrate audiences
4. Increase advertising impact
Registration Goals
October 2000: Planning
May 2001: Launch
August 2001: 1st
email sale
February 2003: Audience
management system
May 2003: Offer targeted online
advertising based on declared or
behavioral data profiles
September 2003: Launched
broad suite of Precision
Advertising Solutions
October 2000: Planning
May 2001: Launch
August 2001: 1st
email sale
February 2003: Audience
management system
May 2003: Offer targeted online
advertising based on declared or
behavioral data profiles
September 2003: Launched
broad suite of Precision
Advertising Solutions
Goal 1: Identify & Value Customers
Who are your heaviest users in recency, frequencyWho are your heaviest users in recency, frequency
and amount, and what do you know about them?and amount, and what do you know about them?
 Represent 5% of total usersRepresent 5% of total users
 Consume 51% of page viewsConsume 51% of page views
 Tend to be higher income and slightlyTend to be higher income and slightly
younger than print readersyounger than print readers
 Do not subscribe to the newspaper (94%)Do not subscribe to the newspaper (94%)
Goal 1: Identify & Value Customers
Interests/HobbiesInterests/Hobbies DemographicsDemographics
Male 53%
Female 47%
$0-$19,999 11%
$20,000-$34,999 12%
$35,000-$49,999 15%
$50,000-$74,999 21%
$75,000-$99,999 17%
$100,000+ 24%
13-17 Years Old 2%
18-24 Years Old 10%
25-34 Years Old 25%
35-44 Years Old 26%
45-54 Years Old 26%
55-64 Years Old 11%
BI’s customer profileBI’s customer profile
6.3 million registrations
1.9 Million targeted email subscribers
6.3 million registrations
1.9 Million targeted email subscribers
Automotive 14%
Books/Literature 23%
Computers/Technology 22%
Cooking 24%
Electronics 13%
Entertainment/Movies 35%
Finance/Stock Market 13%
Gaming Internet/Computer 12%
Golf 13%
Health & Fitness 24%
Home Improvement 22%
Music 30%
Outdoor Activities 22%
Shopping 18%
Sports 31%
Travel 28%
62%
77%
Goal 2: Grow Audience Value
New visitor/TrialNew visitor/Trial
Retention/GrowthRetention/Growth
Loyal customerLoyal customer
GrowGrow
loyalty/loyalty/
usageusage
• NewsNews
• CustomerCustomer
experienceexperience
• PromotionPromotion
Goal 2: Grow Audience Value
Full audience management
• Technology enables “behavioral” tracking on our websites
• Integrates registration data to enable demographic or interest
category targeting
• Ad server designed to predict, deliver, report on audience
segments
REGISTER
AUDIENCE
DEFINE
AUDIENCE
GROUPS
DELIVER
TARGETED
ADVERTISING
Ad Serving
System
MEASURE
BEHAVIOR
Audience
Management
System
Goal 2: Grow Audience Value
Online ads can be served based on:
Content Section
 News
 Sports
 Weather
 Business
 Entertainment
Traditional
site targeting
Traditional
site targeting
Demographics
 Gender
 Income
 Age
Lifestyle/Interest
 Entertainment
 Shopping
 Travel
Purchase Intent
 Real Estate
 Employment
 Automotive
 Financial
New
targeting
options
New
targeting
options
Goal 3: Migrate Audiences
Dallas Morning News
circulation
(785,000)
DallasNews.com
registered users
(1,825,000)
Reach opportunity
from online
Reach opportunity
for BI
Frequency from
duplicated audience
(As of Jan, 2004)(As of Jan, 2004)
Goal 4: Increase Advertising Impact
Unleash the Internet’s power to deliver “one to one” orUnleash the Internet’s power to deliver “one to one” or
addressable marketing.addressable marketing.
 Define specific audiences – beDefine specific audiences – be likelike traditional mediatraditional media
 Increase results – Relevance, efficiency, performanceIncrease results – Relevance, efficiency, performance
 Develop unique solutions – beDevelop unique solutions – be differentdifferent than traditionalthan traditional
mediamedia
Goal 4: Increase Advertising Impact
We are able to deliver targeted
messages directly to
advertisers’ most valuable
customers, no matter where
those customers travel
throughout our sites.
Goal 4: Increase Advertising Impact
Traditional placement: reach large groups with similar profiles
Goal 4: Increase Advertising Impact
Client’s message will
only reach most
valued customer
segment, no matter
where customer
travels on our site
Client’s message will
only reach most
valued customer
segment, no matter
where customer
travels on our site
Precision placement
hits the exact target every time
Goal 4: Increase Advertising
Impact
Targeted Segments:
Visitors to the automotive section of
DallasNews.com in the past 30 days
Measurable Results:
»Response rate of 7.7%
»Credit applications doubled
»Mitsubishi automobile
searches increased by 17% on
site
»Campaign generated 44% of
calls at a time when eight
promotions were running in
other media
Targeted Segments:
Visitors to the automotive section of
DallasNews.com in the past 30 days
Measurable Results:
»Response rate of 7.7%
»Credit applications doubled
»Mitsubishi automobile
searches increased by 17% on
site
»Campaign generated 44% of
calls at a time when eight
promotions were running in
other media
Targeted Campaign Yields
Dramatic Results for Auto Dealer
Results: A Competitive Advantage
Untargeted audiences:
Commodity impressions
Lower performance
Low consumer
relevance
Unknown audience
reach
Targeted audiences:
Powerful delivery
combinations
Efficiency
Superior performance
Audience relevance
Reach and frequency
Results: More Efficiency for Advertisers
• Email revenue more than doubled in 2003
 Since 2002, we have delivered more than 1,500 email campaigns
 We now have over 700 email clients
• Average CPM for a targeted campaign is more than double an
untargeted CPM
 We have delivered more than 150 targeted campaigns
 We now have over 50 targeted clients and 20 were new clients to
Belo Interactive
• I can pay for a larger news staff
 Belo spends its money disproportionately on journalists, so success
in targeting leads to success in content
Results: More Money for the Web Site
Targeted Revenue as % of Total
0%
4%
8%
12%
16%
20%
24%
2002 2003 2004 Expectation
DallasNews.com targeting revenue grew 143% from the first
quarter of 2003 to the last quarter
Online News
Financial Independence
Have the Business Models Come of Age?
Presented by John Granatino
5th International Symposium on Online Journalism
University of Texas, April 16, 2004

More Related Content

What's hot

LifeMinders.com Final roadshow Sept1999
LifeMinders.com Final roadshow Sept1999LifeMinders.com Final roadshow Sept1999
LifeMinders.com Final roadshow Sept1999
harryl1ca
 
PPC vs Social Media PPC
PPC vs Social Media PPCPPC vs Social Media PPC
PPC vs Social Media PPC
9Media Online
 
TC Media_Quick Digital Overview Presentation _EN
TC Media_Quick Digital Overview Presentation _ENTC Media_Quick Digital Overview Presentation _EN
TC Media_Quick Digital Overview Presentation _EN
Evan Bolsby
 
How to increase sales by building consumer trust in online advertising?
How to increase sales by building consumer trust in online advertising? How to increase sales by building consumer trust in online advertising?
How to increase sales by building consumer trust in online advertising?
Gerry L. H.
 
Ns hut advirtisement proposal
Ns hut advirtisement proposalNs hut advirtisement proposal
Ns hut advirtisement proposal
Tanjil Rahman
 
Value digital newspaper
Value digital newspaperValue digital newspaper
Value digital newspaper
Ralph Paglia
 
Online marketing summit 061610 monica seebohm
Online marketing summit 061610 monica seebohmOnline marketing summit 061610 monica seebohm
Online marketing summit 061610 monica seebohm
Online Marketing Summit
 
Engineering Our Evolution: Pioneer News Group
Engineering Our Evolution: Pioneer News GroupEngineering Our Evolution: Pioneer News Group
Engineering Our Evolution: Pioneer News Group
LEAP Media Solutions, a division of BlueVenn
 
Online market segmentation
Online market segmentationOnline market segmentation
Online market segmentation
Juho Pesonen
 
R 2021 planning
R 2021 planningR 2021 planning
R 2021 planning
BettySue4
 
Adp da presentation balise 2008 2008 08-21 v2
Adp da presentation balise 2008 2008 08-21 v2Adp da presentation balise 2008 2008 08-21 v2
Adp da presentation balise 2008 2008 08-21 v2
Social Media Marketing
 
Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digi...
Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digi...Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digi...
Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digi...
Digiday
 
Opportunities for Land-Based Casinos in a Digital World
Opportunities for Land-Based Casinos in a Digital WorldOpportunities for Land-Based Casinos in a Digital World
Opportunities for Land-Based Casinos in a Digital World
Nicky Senyard
 
The New Marketing Paradigm: Moving from Push to Pull
The New Marketing Paradigm: Moving from Push to PullThe New Marketing Paradigm: Moving from Push to Pull
The New Marketing Paradigm: Moving from Push to Pull
Biznet Digital
 
Microsoft bing ads product overview
Microsoft bing ads  product overview Microsoft bing ads  product overview
Microsoft bing ads product overview
Samia Kesseiri
 
BCM "Interactive: The Most Able Medium'' Presentation - November 2008
BCM "Interactive: The Most Able Medium'' Presentation - November 2008BCM "Interactive: The Most Able Medium'' Presentation - November 2008
BCM "Interactive: The Most Able Medium'' Presentation - November 2008
BCM Group
 
Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014
Cedric Chambaz
 
PCAM: The New Marketing Paradigm - Moving From Push to Pull
PCAM: The New Marketing Paradigm - Moving From Push to PullPCAM: The New Marketing Paradigm - Moving From Push to Pull
PCAM: The New Marketing Paradigm - Moving From Push to Pull
Biznet Digital
 
Online Display Advertising
Online Display AdvertisingOnline Display Advertising
Online Display Advertising
Dung Tri
 
Display ads Google
Display ads GoogleDisplay ads Google
Display ads Google
Aniruddha Dhotre
 

What's hot (20)

LifeMinders.com Final roadshow Sept1999
LifeMinders.com Final roadshow Sept1999LifeMinders.com Final roadshow Sept1999
LifeMinders.com Final roadshow Sept1999
 
PPC vs Social Media PPC
PPC vs Social Media PPCPPC vs Social Media PPC
PPC vs Social Media PPC
 
TC Media_Quick Digital Overview Presentation _EN
TC Media_Quick Digital Overview Presentation _ENTC Media_Quick Digital Overview Presentation _EN
TC Media_Quick Digital Overview Presentation _EN
 
How to increase sales by building consumer trust in online advertising?
How to increase sales by building consumer trust in online advertising? How to increase sales by building consumer trust in online advertising?
How to increase sales by building consumer trust in online advertising?
 
Ns hut advirtisement proposal
Ns hut advirtisement proposalNs hut advirtisement proposal
Ns hut advirtisement proposal
 
Value digital newspaper
Value digital newspaperValue digital newspaper
Value digital newspaper
 
Online marketing summit 061610 monica seebohm
Online marketing summit 061610 monica seebohmOnline marketing summit 061610 monica seebohm
Online marketing summit 061610 monica seebohm
 
Engineering Our Evolution: Pioneer News Group
Engineering Our Evolution: Pioneer News GroupEngineering Our Evolution: Pioneer News Group
Engineering Our Evolution: Pioneer News Group
 
Online market segmentation
Online market segmentationOnline market segmentation
Online market segmentation
 
R 2021 planning
R 2021 planningR 2021 planning
R 2021 planning
 
Adp da presentation balise 2008 2008 08-21 v2
Adp da presentation balise 2008 2008 08-21 v2Adp da presentation balise 2008 2008 08-21 v2
Adp da presentation balise 2008 2008 08-21 v2
 
Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digi...
Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digi...Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digi...
Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digi...
 
Opportunities for Land-Based Casinos in a Digital World
Opportunities for Land-Based Casinos in a Digital WorldOpportunities for Land-Based Casinos in a Digital World
Opportunities for Land-Based Casinos in a Digital World
 
The New Marketing Paradigm: Moving from Push to Pull
The New Marketing Paradigm: Moving from Push to PullThe New Marketing Paradigm: Moving from Push to Pull
The New Marketing Paradigm: Moving from Push to Pull
 
Microsoft bing ads product overview
Microsoft bing ads  product overview Microsoft bing ads  product overview
Microsoft bing ads product overview
 
BCM "Interactive: The Most Able Medium'' Presentation - November 2008
BCM "Interactive: The Most Able Medium'' Presentation - November 2008BCM "Interactive: The Most Able Medium'' Presentation - November 2008
BCM "Interactive: The Most Able Medium'' Presentation - November 2008
 
Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014
 
PCAM: The New Marketing Paradigm - Moving From Push to Pull
PCAM: The New Marketing Paradigm - Moving From Push to PullPCAM: The New Marketing Paradigm - Moving From Push to Pull
PCAM: The New Marketing Paradigm - Moving From Push to Pull
 
Online Display Advertising
Online Display AdvertisingOnline Display Advertising
Online Display Advertising
 
Display ads Google
Display ads GoogleDisplay ads Google
Display ads Google
 

Viewers also liked

Kelly G. Niknejad
Kelly G. NiknejadKelly G. Niknejad
Kelly G. Niknejad
Knight Center
 
Robinson. 2009.
Robinson. 2009.Robinson. 2009.
Robinson. 2009.
Knight Center
 
Symson
SymsonSymson
Marymont
MarymontMarymont
Marymont
Knight Center
 
Perrin
PerrinPerrin
Ray
RayRay
Bodoky
BodokyBodoky
Saad
SaadSaad
Lott2011
Lott2011Lott2011
Lott2011
Knight Center
 
Lynch fontaine
Lynch fontaineLynch fontaine
Lynch fontaine
Knight Center
 
Lynch
LynchLynch
Rutigliano
RutiglianoRutigliano
Rutigliano
Knight Center
 
Austin amy. Tascon.
Austin amy. Tascon.Austin amy. Tascon.
Austin amy. Tascon.
Knight Center
 
Tania
TaniaTania
Mario
MarioMario
Lu Wu
Lu WuLu Wu
Poplin
PoplinPoplin
Witt el al
Witt el alWitt el al
Witt el al
Knight Center
 
Hinsley
HinsleyHinsley
Hinsley
Knight Center
 
Atara
AtaraAtara

Viewers also liked (20)

Kelly G. Niknejad
Kelly G. NiknejadKelly G. Niknejad
Kelly G. Niknejad
 
Robinson. 2009.
Robinson. 2009.Robinson. 2009.
Robinson. 2009.
 
Symson
SymsonSymson
Symson
 
Marymont
MarymontMarymont
Marymont
 
Perrin
PerrinPerrin
Perrin
 
Ray
RayRay
Ray
 
Bodoky
BodokyBodoky
Bodoky
 
Saad
SaadSaad
Saad
 
Lott2011
Lott2011Lott2011
Lott2011
 
Lynch fontaine
Lynch fontaineLynch fontaine
Lynch fontaine
 
Lynch
LynchLynch
Lynch
 
Rutigliano
RutiglianoRutigliano
Rutigliano
 
Austin amy. Tascon.
Austin amy. Tascon.Austin amy. Tascon.
Austin amy. Tascon.
 
Tania
TaniaTania
Tania
 
Mario
MarioMario
Mario
 
Lu Wu
Lu WuLu Wu
Lu Wu
 
Poplin
PoplinPoplin
Poplin
 
Witt el al
Witt el alWitt el al
Witt el al
 
Hinsley
HinsleyHinsley
Hinsley
 
Atara
AtaraAtara
Atara
 

Similar to Financialindependence

Zinngrabe
ZinngrabeZinngrabe
Zinngrabe
Knight Center
 
Amex Training 10 08 V3
Amex Training 10 08 V3Amex Training 10 08 V3
Amex Training 10 08 V3
aquigley76
 
Amex Training 10 08 V3
Amex Training 10 08 V3Amex Training 10 08 V3
Amex Training 10 08 V3
guestd38fb8
 
Leveraging Directional Media to Fuel Local Commerce (Street Fight Summit West...
Leveraging Directional Media to Fuel Local Commerce (Street Fight Summit West...Leveraging Directional Media to Fuel Local Commerce (Street Fight Summit West...
Leveraging Directional Media to Fuel Local Commerce (Street Fight Summit West...
Street Fight
 
Iab Local Presentation Cleveland
Iab Local Presentation ClevelandIab Local Presentation Cleveland
Iab Local Presentation Cleveland
Dave Rigotti
 
Social Media Conversion, SFU Bus450, Fall 2015.pptx
Social Media Conversion, SFU Bus450, Fall 2015.pptxSocial Media Conversion, SFU Bus450, Fall 2015.pptx
Social Media Conversion, SFU Bus450, Fall 2015.pptx
Jeff Salzsauler
 
The FREE Facebook Super Tool for Pinpointing Your Ideal Buyer
The FREE Facebook Super Tool for Pinpointing Your Ideal BuyerThe FREE Facebook Super Tool for Pinpointing Your Ideal Buyer
The FREE Facebook Super Tool for Pinpointing Your Ideal Buyer
5Four Digital
 
WWLP
WWLPWWLP
ROUNDTABLE 2016: DIETZ
ROUNDTABLE 2016: DIETZROUNDTABLE 2016: DIETZ
Times Media Company : Marketing Overview for International Autos
Times Media Company : Marketing Overview for International AutosTimes Media Company : Marketing Overview for International Autos
Times Media Company : Marketing Overview for International Autos
Ami Reese
 
Colombia Traffic Network - Times of India Group
Colombia Traffic Network - Times of India GroupColombia Traffic Network - Times of India Group
Colombia Traffic Network - Times of India Group
Zaev Dutt
 
Lion capabilities new 010313 coda sig
Lion capabilities new 010313 coda sigLion capabilities new 010313 coda sig
Lion capabilities new 010313 coda sig
Chris Coda
 
Local journalism for local readers
Local journalism for local readersLocal journalism for local readers
Local journalism for local readers
Damon Kiesow
 
Caliber Workshop Low Cost Marketing
Caliber Workshop Low Cost MarketingCaliber Workshop Low Cost Marketing
Caliber Workshop Low Cost Marketing
DanaMurray
 
Big Data: How to Leverage Online Tools to Market to Your Consumer (1)
Big Data:  How to Leverage Online Tools to Market to Your Consumer (1)Big Data:  How to Leverage Online Tools to Market to Your Consumer (1)
Big Data: How to Leverage Online Tools to Market to Your Consumer (1)
5Four Digital
 
Behavioral Targeting Across Online Advertising Channels - Monica Seebohm
Behavioral Targeting Across Online Advertising Channels - Monica SeebohmBehavioral Targeting Across Online Advertising Channels - Monica Seebohm
Behavioral Targeting Across Online Advertising Channels - Monica Seebohm
Online Marketing Summit
 
Yahoo
YahooYahoo
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
Zach Kamphuis
 
Greater Zion Marketing Series: Get These Million Visitors to Your Biz
Greater Zion Marketing Series: Get These Million Visitors to Your BizGreater Zion Marketing Series: Get These Million Visitors to Your Biz
Greater Zion Marketing Series: Get These Million Visitors to Your Biz
greaterzion
 
New Media Kit - May 2015
New Media Kit - May 2015New Media Kit - May 2015
New Media Kit - May 2015
Joe Siano
 

Similar to Financialindependence (20)

Zinngrabe
ZinngrabeZinngrabe
Zinngrabe
 
Amex Training 10 08 V3
Amex Training 10 08 V3Amex Training 10 08 V3
Amex Training 10 08 V3
 
Amex Training 10 08 V3
Amex Training 10 08 V3Amex Training 10 08 V3
Amex Training 10 08 V3
 
Leveraging Directional Media to Fuel Local Commerce (Street Fight Summit West...
Leveraging Directional Media to Fuel Local Commerce (Street Fight Summit West...Leveraging Directional Media to Fuel Local Commerce (Street Fight Summit West...
Leveraging Directional Media to Fuel Local Commerce (Street Fight Summit West...
 
Iab Local Presentation Cleveland
Iab Local Presentation ClevelandIab Local Presentation Cleveland
Iab Local Presentation Cleveland
 
Social Media Conversion, SFU Bus450, Fall 2015.pptx
Social Media Conversion, SFU Bus450, Fall 2015.pptxSocial Media Conversion, SFU Bus450, Fall 2015.pptx
Social Media Conversion, SFU Bus450, Fall 2015.pptx
 
The FREE Facebook Super Tool for Pinpointing Your Ideal Buyer
The FREE Facebook Super Tool for Pinpointing Your Ideal BuyerThe FREE Facebook Super Tool for Pinpointing Your Ideal Buyer
The FREE Facebook Super Tool for Pinpointing Your Ideal Buyer
 
WWLP
WWLPWWLP
WWLP
 
ROUNDTABLE 2016: DIETZ
ROUNDTABLE 2016: DIETZROUNDTABLE 2016: DIETZ
ROUNDTABLE 2016: DIETZ
 
Times Media Company : Marketing Overview for International Autos
Times Media Company : Marketing Overview for International AutosTimes Media Company : Marketing Overview for International Autos
Times Media Company : Marketing Overview for International Autos
 
Colombia Traffic Network - Times of India Group
Colombia Traffic Network - Times of India GroupColombia Traffic Network - Times of India Group
Colombia Traffic Network - Times of India Group
 
Lion capabilities new 010313 coda sig
Lion capabilities new 010313 coda sigLion capabilities new 010313 coda sig
Lion capabilities new 010313 coda sig
 
Local journalism for local readers
Local journalism for local readersLocal journalism for local readers
Local journalism for local readers
 
Caliber Workshop Low Cost Marketing
Caliber Workshop Low Cost MarketingCaliber Workshop Low Cost Marketing
Caliber Workshop Low Cost Marketing
 
Big Data: How to Leverage Online Tools to Market to Your Consumer (1)
Big Data:  How to Leverage Online Tools to Market to Your Consumer (1)Big Data:  How to Leverage Online Tools to Market to Your Consumer (1)
Big Data: How to Leverage Online Tools to Market to Your Consumer (1)
 
Behavioral Targeting Across Online Advertising Channels - Monica Seebohm
Behavioral Targeting Across Online Advertising Channels - Monica SeebohmBehavioral Targeting Across Online Advertising Channels - Monica Seebohm
Behavioral Targeting Across Online Advertising Channels - Monica Seebohm
 
Yahoo
YahooYahoo
Yahoo
 
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
 
Greater Zion Marketing Series: Get These Million Visitors to Your Biz
Greater Zion Marketing Series: Get These Million Visitors to Your BizGreater Zion Marketing Series: Get These Million Visitors to Your Biz
Greater Zion Marketing Series: Get These Million Visitors to Your Biz
 
New Media Kit - May 2015
New Media Kit - May 2015New Media Kit - May 2015
New Media Kit - May 2015
 

More from Knight Center

Martin
MartinMartin
Britt
BrittBritt
Joseph yoo
Joseph yooJoseph yoo
Joseph yoo
Knight Center
 
Singer
SingerSinger
Ramirez
RamirezRamirez
Ramirez
Knight Center
 
Griggs
GriggsGriggs
Ting tingchia
Ting tingchiaTing tingchia
Ting tingchia
Knight Center
 
Garcia ruiz
Garcia ruizGarcia ruiz
Garcia ruiz
Knight Center
 
Brundrett. 2015
Brundrett. 2015Brundrett. 2015
Brundrett. 2015
Knight Center
 
J moroney
J moroneyJ moroney
J moroney
Knight Center
 
Collins
CollinsCollins
Collins
Knight Center
 
Owen
OwenOwen
Royal blasingame
Royal blasingameRoyal blasingame
Royal blasingame
Knight Center
 
Diakopoulos
DiakopoulosDiakopoulos
Diakopoulos
Knight Center
 
Scacco
ScaccoScacco
Havlak
HavlakHavlak
Lee
LeeLee
Hernandez
HernandezHernandez
Hernandez
Knight Center
 
Robins
RobinsRobins
Robert
RobertRobert

More from Knight Center (20)

Martin
MartinMartin
Martin
 
Britt
BrittBritt
Britt
 
Joseph yoo
Joseph yooJoseph yoo
Joseph yoo
 
Singer
SingerSinger
Singer
 
Ramirez
RamirezRamirez
Ramirez
 
Griggs
GriggsGriggs
Griggs
 
Ting tingchia
Ting tingchiaTing tingchia
Ting tingchia
 
Garcia ruiz
Garcia ruizGarcia ruiz
Garcia ruiz
 
Brundrett. 2015
Brundrett. 2015Brundrett. 2015
Brundrett. 2015
 
J moroney
J moroneyJ moroney
J moroney
 
Collins
CollinsCollins
Collins
 
Owen
OwenOwen
Owen
 
Royal blasingame
Royal blasingameRoyal blasingame
Royal blasingame
 
Diakopoulos
DiakopoulosDiakopoulos
Diakopoulos
 
Scacco
ScaccoScacco
Scacco
 
Havlak
HavlakHavlak
Havlak
 
Lee
LeeLee
Lee
 
Hernandez
HernandezHernandez
Hernandez
 
Robins
RobinsRobins
Robins
 
Robert
RobertRobert
Robert
 

Recently uploaded

Youngest c m in India- Pema Khandu Biography
Youngest c m in India- Pema Khandu BiographyYoungest c m in India- Pema Khandu Biography
Youngest c m in India- Pema Khandu Biography
VoterMood
 
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
ckn2izdm
 
Essential Tools for Modern PR Business .pptx
Essential Tools for Modern PR Business .pptxEssential Tools for Modern PR Business .pptx
Essential Tools for Modern PR Business .pptx
Pragencyuk
 
A draft Ukraine-Russia treaty from April 2022
A draft Ukraine-Russia treaty from April 2022A draft Ukraine-Russia treaty from April 2022
A draft Ukraine-Russia treaty from April 2022
dynamo777
 
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
LUMINATIVE MEDIA/PROJECT COUNSEL MEDIA GROUP
 
13062024_First India Newspaper Jaipur.pdf
13062024_First India Newspaper Jaipur.pdf13062024_First India Newspaper Jaipur.pdf
13062024_First India Newspaper Jaipur.pdf
FIRST INDIA
 
MAGNA CARTA (minimum 40 characters required)
MAGNA CARTA (minimum 40 characters required)MAGNA CARTA (minimum 40 characters required)
MAGNA CARTA (minimum 40 characters required)
Filippo64
 
Snigdha-Sreenath-Minor-v-Travancore-Devaswom-Board-WPCNO-39847-OF-2023-2024-L...
Snigdha-Sreenath-Minor-v-Travancore-Devaswom-Board-WPCNO-39847-OF-2023-2024-L...Snigdha-Sreenath-Minor-v-Travancore-Devaswom-Board-WPCNO-39847-OF-2023-2024-L...
Snigdha-Sreenath-Minor-v-Travancore-Devaswom-Board-WPCNO-39847-OF-2023-2024-L...
bhavenpr
 

Recently uploaded (8)

Youngest c m in India- Pema Khandu Biography
Youngest c m in India- Pema Khandu BiographyYoungest c m in India- Pema Khandu Biography
Youngest c m in India- Pema Khandu Biography
 
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
 
Essential Tools for Modern PR Business .pptx
Essential Tools for Modern PR Business .pptxEssential Tools for Modern PR Business .pptx
Essential Tools for Modern PR Business .pptx
 
A draft Ukraine-Russia treaty from April 2022
A draft Ukraine-Russia treaty from April 2022A draft Ukraine-Russia treaty from April 2022
A draft Ukraine-Russia treaty from April 2022
 
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
 
13062024_First India Newspaper Jaipur.pdf
13062024_First India Newspaper Jaipur.pdf13062024_First India Newspaper Jaipur.pdf
13062024_First India Newspaper Jaipur.pdf
 
MAGNA CARTA (minimum 40 characters required)
MAGNA CARTA (minimum 40 characters required)MAGNA CARTA (minimum 40 characters required)
MAGNA CARTA (minimum 40 characters required)
 
Snigdha-Sreenath-Minor-v-Travancore-Devaswom-Board-WPCNO-39847-OF-2023-2024-L...
Snigdha-Sreenath-Minor-v-Travancore-Devaswom-Board-WPCNO-39847-OF-2023-2024-L...Snigdha-Sreenath-Minor-v-Travancore-Devaswom-Board-WPCNO-39847-OF-2023-2024-L...
Snigdha-Sreenath-Minor-v-Travancore-Devaswom-Board-WPCNO-39847-OF-2023-2024-L...
 

Financialindependence

  • 1. Online News Financial Independence Have the Business Models Come of Age? Presented by John Granatino 5th International Symposium on Online Journalism University of Texas, April 16, 2004
  • 2. Agenda • A bit about Belo • Original registration goals • Advertiser case study • The results
  • 3. A Bit About Belo Belo Interactive is the Internet subsidiary of Belo – the nation’s 9th largest media company with more than 150 years of building loyal audiences. Belo Interactive is the Internet subsidiary of Belo – the nation’s 9th largest media company with more than 150 years of building loyal audiences.
  • 4. A Bit About Belo Local market dominance • BI attracts on average 5.5 million visitors generating over 110 million page views a month. 1 • DallasNews.com and projo.com are the most visited local news and information web sites for their markets. 2 • The following Belo Interactive Web sites are the most visited local television-affiliated sites in their markets: 3 - azfamily.com, Phoenix - KGW.com, Portland - KING5.com, Seattle - KHOU.com, Houston - KVUE.com, Austin - KMOV.com, St. Louis 1. BI Web Logs, 2003 2. Nielsen//NetRatings Q2 2003 Custom Report 3. The Media Audit – Phoenix 4/03; Seattle 6/03; Austin 5/02; Portland 6/03; Houston 8/03; St. Louis, 7/03
  • 5. A Bit About Belo Recognition from our peers • 2004  Murrow Awards: KGW.com, WFAA.com, KTVB.com, KMOV.com, WVEC.com, WWL-TV.com  AP Regional Awards: Dallas, Norfolk, Portland • 2003  Sigma Delta Chi: KGW.com  Online News Association: DallasNews.com  EPpy award: DallasNews.com  Murrow Awards: KGW.com and KREM.com  AP Regional Awards: DallasNews.com, KGW.com, Projo.com • 2002  Murrow Awards: KREM.com, WFAA.com, KVUE.com, NBC6.com, WWL-TV.com  NAA Digital Edge Award: Projo.com  AP Regional Awards: DallasNews.com, WFAA.com, KGW.com, KVUE.com
  • 6. Registration Goals 1. Identify and value customer segments 2. Increase audience loyalty and value 3. Migrate audiences 4. Increase advertising impact
  • 7. Registration Goals October 2000: Planning May 2001: Launch August 2001: 1st email sale February 2003: Audience management system May 2003: Offer targeted online advertising based on declared or behavioral data profiles September 2003: Launched broad suite of Precision Advertising Solutions October 2000: Planning May 2001: Launch August 2001: 1st email sale February 2003: Audience management system May 2003: Offer targeted online advertising based on declared or behavioral data profiles September 2003: Launched broad suite of Precision Advertising Solutions
  • 8. Goal 1: Identify & Value Customers Who are your heaviest users in recency, frequencyWho are your heaviest users in recency, frequency and amount, and what do you know about them?and amount, and what do you know about them?  Represent 5% of total usersRepresent 5% of total users  Consume 51% of page viewsConsume 51% of page views  Tend to be higher income and slightlyTend to be higher income and slightly younger than print readersyounger than print readers  Do not subscribe to the newspaper (94%)Do not subscribe to the newspaper (94%)
  • 9. Goal 1: Identify & Value Customers Interests/HobbiesInterests/Hobbies DemographicsDemographics Male 53% Female 47% $0-$19,999 11% $20,000-$34,999 12% $35,000-$49,999 15% $50,000-$74,999 21% $75,000-$99,999 17% $100,000+ 24% 13-17 Years Old 2% 18-24 Years Old 10% 25-34 Years Old 25% 35-44 Years Old 26% 45-54 Years Old 26% 55-64 Years Old 11% BI’s customer profileBI’s customer profile 6.3 million registrations 1.9 Million targeted email subscribers 6.3 million registrations 1.9 Million targeted email subscribers Automotive 14% Books/Literature 23% Computers/Technology 22% Cooking 24% Electronics 13% Entertainment/Movies 35% Finance/Stock Market 13% Gaming Internet/Computer 12% Golf 13% Health & Fitness 24% Home Improvement 22% Music 30% Outdoor Activities 22% Shopping 18% Sports 31% Travel 28% 62% 77%
  • 10. Goal 2: Grow Audience Value New visitor/TrialNew visitor/Trial Retention/GrowthRetention/Growth Loyal customerLoyal customer GrowGrow loyalty/loyalty/ usageusage • NewsNews • CustomerCustomer experienceexperience • PromotionPromotion
  • 11. Goal 2: Grow Audience Value Full audience management • Technology enables “behavioral” tracking on our websites • Integrates registration data to enable demographic or interest category targeting • Ad server designed to predict, deliver, report on audience segments REGISTER AUDIENCE DEFINE AUDIENCE GROUPS DELIVER TARGETED ADVERTISING Ad Serving System MEASURE BEHAVIOR Audience Management System
  • 12. Goal 2: Grow Audience Value Online ads can be served based on: Content Section  News  Sports  Weather  Business  Entertainment Traditional site targeting Traditional site targeting Demographics  Gender  Income  Age Lifestyle/Interest  Entertainment  Shopping  Travel Purchase Intent  Real Estate  Employment  Automotive  Financial New targeting options New targeting options
  • 13. Goal 3: Migrate Audiences Dallas Morning News circulation (785,000) DallasNews.com registered users (1,825,000) Reach opportunity from online Reach opportunity for BI Frequency from duplicated audience (As of Jan, 2004)(As of Jan, 2004)
  • 14. Goal 4: Increase Advertising Impact Unleash the Internet’s power to deliver “one to one” orUnleash the Internet’s power to deliver “one to one” or addressable marketing.addressable marketing.  Define specific audiences – beDefine specific audiences – be likelike traditional mediatraditional media  Increase results – Relevance, efficiency, performanceIncrease results – Relevance, efficiency, performance  Develop unique solutions – beDevelop unique solutions – be differentdifferent than traditionalthan traditional mediamedia
  • 15. Goal 4: Increase Advertising Impact We are able to deliver targeted messages directly to advertisers’ most valuable customers, no matter where those customers travel throughout our sites.
  • 16. Goal 4: Increase Advertising Impact Traditional placement: reach large groups with similar profiles
  • 17. Goal 4: Increase Advertising Impact Client’s message will only reach most valued customer segment, no matter where customer travels on our site Client’s message will only reach most valued customer segment, no matter where customer travels on our site Precision placement hits the exact target every time
  • 18. Goal 4: Increase Advertising Impact Targeted Segments: Visitors to the automotive section of DallasNews.com in the past 30 days Measurable Results: »Response rate of 7.7% »Credit applications doubled »Mitsubishi automobile searches increased by 17% on site »Campaign generated 44% of calls at a time when eight promotions were running in other media Targeted Segments: Visitors to the automotive section of DallasNews.com in the past 30 days Measurable Results: »Response rate of 7.7% »Credit applications doubled »Mitsubishi automobile searches increased by 17% on site »Campaign generated 44% of calls at a time when eight promotions were running in other media Targeted Campaign Yields Dramatic Results for Auto Dealer
  • 19. Results: A Competitive Advantage Untargeted audiences: Commodity impressions Lower performance Low consumer relevance Unknown audience reach Targeted audiences: Powerful delivery combinations Efficiency Superior performance Audience relevance Reach and frequency
  • 20. Results: More Efficiency for Advertisers • Email revenue more than doubled in 2003  Since 2002, we have delivered more than 1,500 email campaigns  We now have over 700 email clients • Average CPM for a targeted campaign is more than double an untargeted CPM  We have delivered more than 150 targeted campaigns  We now have over 50 targeted clients and 20 were new clients to Belo Interactive • I can pay for a larger news staff  Belo spends its money disproportionately on journalists, so success in targeting leads to success in content
  • 21. Results: More Money for the Web Site Targeted Revenue as % of Total 0% 4% 8% 12% 16% 20% 24% 2002 2003 2004 Expectation DallasNews.com targeting revenue grew 143% from the first quarter of 2003 to the last quarter
  • 22. Online News Financial Independence Have the Business Models Come of Age? Presented by John Granatino 5th International Symposium on Online Journalism University of Texas, April 16, 2004

Editor's Notes

  1. Bait: The online news industry has had quite a run, starting from being a $0 billion business a decade ago to a $X billion business in 2004. Sure, there was that bubble a few years back, but even without it, online news operations are growing, the content is becoming more sophisticated and audience numbers are through the roof. What could go wrong? Pitfall: The value trendline of the audiences we develop is declining. If we continue to deliver unknown, untargeted audiences to advertisers we will find ourselves relegated to a commodity impression buy where only volume counts. For companies like Belo, a commodity buy based on volume is not a fight we can win vs. yahoo, aol and other national portals. Solution: Belo Interactive’s registration initiative is one component of a plan to capitalize on the power of one to one marketing made possibly by the internet. At the same time, it creates opportunities for us to glean greater value for the audiences we build with our web sites. This morning, I’ll share with you Belo Interactive’s targeting options developed from registration. By the end of the presentation, I hope you will have a sense of how we are using the data we collect to serve our visitors and our advertisers and that you will gain ideas for your own registration strategies.
  2. About Belo Growing markets Clusters in NW, SW, TX Enduring local brands Operate as high quality local information provider Broadcast station news casts grow lead in’s – despite network affiliation Results BI is number 1 or 2 in all broadcast markets Newspapers like TDMN are some of the best in the nation with superior circulation GROWTH Quality = Belo culture. We extend this to online results… (next slide)
  3. Although we take greatest pride from the continued loyalty of our customers to our sites, there is no question but that there is a special honor in being recognized by your peers for meritorious performance. Belo is a journalistically-driven media company, which I don’t mind telling you is refreshing in this day and age. In the last month, two of our local TV stations have won Peabody awards, the highest pinnacle in the broadcast news world, and the Dallas Morning News won a Pulitzer prize for photography and the Providence Journal was finalist in another Pulitzer category. At Belo Interactive, we have won 13 Edward R. Murrow awards in the last three years, as well as the prestigious Sigma Delta Chi award from the Society of Professional Journalists, won by our Web site in Portland, Oregon. Why do I go on about this in a presentation about changing online business models? For one simple reason: If we did not enjoy the financial successes we have, I would not be able to hire the number of experienced journalists that work at our sites.
  4. When we started registering customers in 2001, we had some very specific goals in mind Establish baseline by identifying customer segments. Increase participation and Efficiency with audience acquisition – we focused acquisition efforts on high value audience segments We wanted to migrate our audiences, from newspaper, television station to us… from us to them Finally, and most significantly for our business model, we wanted to change the way advertising is bought and sold online, more efficient, more effective
  5. Registration story October 2000, began planning to take advantage of Internet “one to one” marketing capabilities Belo Interactive is recognized nationally as a leader in delivering effective targeting capabilities online and through email. In fact, Belo Interactive is one of the first interactive media companies to… Register Web site visitors Deliver targeted emails to its registered users Offer targeted online advertising Registrants provide demographic and lifestyle information - Geography- Income - Age- Lifestyle/Interests - Gender- Media Usage Over 6 million registered users Nearly 1.8 million subscribers to permission email service
  6. Establishing a value of a customer or segment is similar to what we do with newspaper circulation… There are some geographies where home delivery is simply not a reasonable value for the paper – either because of cost or advertisers demand… Similarly, some online customers are simply not valuable enough for us – as a network of local news and information Web sites -- to pursue. We can’t know that, however, until we know something about our customers and their habits. What we found out was shocking on some level. Our most valuable customers – in terms of the recency and frequency of their visits – comprise a group of about 5% of visitors, and the consumer more than 50% of page views.
  7. Audiences come to us for a wide variety of needs, from local news, sports, entertainment, (etc). Unlike niche sites, Gives us strong local audience with wide range of targeting capabilities. In our local markets, we are significantly deeper than national sites, truly reach audiences Dayparts are emerging online and the daytime, at work audience is our specialty… reach audience when no other media can HH income 50k plus – reflective of the internet population, high quality disposable income Prime buying demo of 25-54… 77% of our registered user
  8. Now that we have identified our audience segments, next we wanted to grow the value of those segments. This meant walking them down the experience chain from being a newly acquired visitor to a satisfied and loyal customer. We have several methods for doing that. The first of course is the quality and immediacy of our news report (the more that people see that we have the latest information, the more likely they are to come back again and again). Other methods include easy of customer experience and, especially, promotion of our Web sites by our affiliated television stations and newspapers.
  9. This is the one “technology” slide Take registration data PLUS measure site behavior Feed into audience management system… Significant investment in ad serving to ensure appropriate delivery of messages Importance of managing/delivering audience profile – Registration/ behavior not mutually exclusive, but powerful in combination. This allows us to supply targeted solutions based behavioral data from user patterns on our web site, declared data regarding demographics or interest and combinations of both declared and behavioral…
  10. Starting with our online/website distribution…. Target advertisments to these declared and behavioral segments – right now… Continue to adjust our targeting segments based on advertiser demand…
  11. Having identified the audience and having taken steps to advance our customers from trial to loyalty, we can now be much more sophisticated about migrating the audience. This Venn chart is intended to represent the overall audience that is interested in news and information about Dallas. The yellow segment is newspaper readership and the blue segment is online viewership. The green area in the middle represents duplicated audience that is consuming both media. For the Web site, the newspaper readership represents an opportunity to grow reach. For the newspaper, the online site represents an opportunity for *it* to grow reach. And the green segment represents an opportunity to provide frequency to advertisers who are seeking that.
  12. Having measured our audience, having improved its value and having enhanced our reach and frequency through partnership with our affiliated newspapers and television stations, we were ready to increase the impact of our advertisers’ sales messages. In some ways, we wanted to be similar to traditional media… especially be defining specific audiences. But we also wanted to increase the results our advertisers could expect, through the efficiency and performance that an addressable digital medium could offer. Where the real gain for us would come, however, was in developing unique solutions for our advertisers, solutions that print or broadcast could never offer, owing to the restrictions of their media.
  13. Precision Placement is an established mode of buy online… Comcast places ad in sports and is branded to any individuals who visit sports page In this case, sports will skew male, but has wide variety of individuals… 30% female Not an effective at targeting specific demos of audience, Use placement for the powerful context of the information and advertiser affiliation with brands…
  14. Inverting the Traditional Placement model…. Identify a target audience and deliver ads where ever they go on site… Not specific to content, specific to audience Demographically, behaviorally or combinations of both (Use example target Females, interested in travel)… expand slightly
  15. Highlight targeting results… Point, reaching individuals at the right time in the purchasing cycle delivers results Note: 7.7% response of unique individuals reached (call, click) Universe (55,000)
  16. Prior to registration: We used to be…. Since registration: We are becoming… If I were competing with myself, I feel better about my competitive advantages today than the ones we had a few years ago.
  17. Is registration/targeting another hot idea destined to fall short on its promise of opportunity Or Will it deliver significant financial impact