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The 10th Knight International Symposium
on Online Journalism
April 17, 2009
Diverse Business Models in Online
Journalism – Are We Trying Hard
Enough?
Katie King, Creative and Development Editor
MSN UK
MSN: Leading UK portal
 29 M uniques Feb 09
(Comscore)
 News, Cars, Money,
Entertainment,
Technology are in top
three in category
 25 plus channels
 25% year-on-year page
view growth
 Emphasis on original
content, social media
and video
 35 editorial staff
 40 plus editorial
partners
Information, community, conversation
MSN UK Ad-Funded Creative Solutions
Engaging and informing users on behalf of our clients
Value for clients and MSN UK audience
 Content, technology, promotion,
SEO
 Top quality editorial
 Sophisticated performance
metrics
 Cross platform (mobile, Hotmail,
Messenger, Spaces, Xbox)
 Ability to target audience
 Client specific solutions
 Connect to audience through web
2.0 functionality
Embraced by UK news industry
Questions to contemplate
What will be the future role of advertising agencies?
Will the “chaos scenario” of decreasing ad spend play out?
Thank you!
Katie.King@microsoft.com
Thank you!
Katie.King@microsoft.com

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King

  • 1. The 10th Knight International Symposium on Online Journalism April 17, 2009 Diverse Business Models in Online Journalism – Are We Trying Hard Enough? Katie King, Creative and Development Editor MSN UK
  • 2. MSN: Leading UK portal  29 M uniques Feb 09 (Comscore)  News, Cars, Money, Entertainment, Technology are in top three in category  25 plus channels  25% year-on-year page view growth  Emphasis on original content, social media and video  35 editorial staff  40 plus editorial partners
  • 4.
  • 5. MSN UK Ad-Funded Creative Solutions Engaging and informing users on behalf of our clients
  • 6. Value for clients and MSN UK audience  Content, technology, promotion, SEO  Top quality editorial  Sophisticated performance metrics  Cross platform (mobile, Hotmail, Messenger, Spaces, Xbox)  Ability to target audience  Client specific solutions  Connect to audience through web 2.0 functionality
  • 7. Embraced by UK news industry
  • 8. Questions to contemplate What will be the future role of advertising agencies? Will the “chaos scenario” of decreasing ad spend play out?

Editor's Notes

  1. <number>
  2. Hotmail and Messenger most popular email and IM. News – ITN, PA, Reuters, Newsweek; Life&Style – Marie Claire, Simply Media; Travel – Rough Guides, Geobeats, Globetrekker.TV Last two years emphasis on original high quality content, audience engagement, social media and video story-telling. Twitter and live blogging, training staff on video reporting and editing. We use cross-platform for story-telling, such as Messenger to share/watch videos. Paying off enormously. January and February were record-breaking months for us in news, entertainment and money. New revenue streams around editorial staff blogging. <number>
  3. Two dozen blogs, some of them getting millions of page views. Twitter feeds for stories and for blogs driving thousands of new users. Half a dozen Facebook pages and Facebook apps for our news games. Special features like our original drama video series Kirill feature community interaction on blogs, Messenger and Twitter. MSN UK people are part of the conversation, connecting to communities, distributing content and links. <number>
  4. Digital technology is transforming the media business including advertising. In a connected, mobile, interactive web 2.0 world, standard display ads alone are not enough. Users expect to connect to brands through great content, great experiences, interactivity. Microsoft has a unified global media strategy that focuses on the best combination of the company’s media, tools and services offerings. MSN UK creative solutions are part of that mix. <number>
  5. What are creative solutions? Non-standard advertising and branding campaigns that incorporate the best practices of the way we use the internet today to benefit clients and our users. The best advertising is great content and great experiences for the end user. Remember the adage “I know I’m wasting half of my ad spend, I just don’t know which half.” Especially during this recession, advertisers want to know the results of their campaigns. Creative solutions offer that with detailed performance reporting and the ability to tweak campaigns over time. http://specials.uk.msn.com/ford-fiesta <number>
  6. Also a value for MSN Generate advertising revenue Drive traffic to and around MSN Showcase MS products & services Spotlight our expertise in creativity, content and technology Contribute new tools and features to editorial (AutoTrader) Hone our social media expertise <number>
  7. Advertising Age media critic Bob Garfield: the "chaos scenario.” Total advertising spending - long stable and merely shifted among media - will now decrease. Blogger Doc Searls contends that on the internet, "supply and demand will find each other . . . Advertising will still be part of that picture, but it won't fund the whole thing." <number>
  8. UK Consumer Office of Information - five educational campaigns Warner Brothers – Harry Potter twice, Dark Knight, Beowulf Nestle Heaven – 8 month campaign, 12 month campaign Sony Ericsson – Microsoft – Xbox and accessories <number>