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
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
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>
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>
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>
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>
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>
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>
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>
