The document discusses various innovations in business journalism. It provides examples of several new media companies that are experimenting with different revenue streams, reporting styles, and delivery formats for business news. These include Quartz, Business Insider, Re/Code, The Information, Seeking Alpha, 24/7 Wall St., NerdWallet, Reorg Research, The Distance, BizWomen.com, WSJ logistics coverage, Reuters TV, and others. The key lessons highlighted are focusing on technology to enhance delivery, developing niche strategies, charging for premium content, and exploring new revenue opportunities like sponsored content.
How do you plan for synergy and effectiveness using the multitude of channels? This initial introduction to the subject is part of DigitasLBi's Strategy Academy.
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
Research and findings in Volume 1 revealed several key shifts in marketer/agency relationships and major discrepancies on topics such as: areas that brands and agencies believe are most valuable to clients, reasons clients walk away from agency relationships and the biggest talent shortfalls within client organizations. In this edition, we continue to explore some of those same findings, offering very different perspectives and lines of reasoning in an effort to challenge our own assumptions and improve our analysis of important industry issues.
For the full 2016 SoDA Report, Vol. 1, please visit www.sodareport.com.
*Please note that certain anchor links will only work if the publication is downloaded locally.
BRAND STRATEGY OVERVIEW: KICKER a Digital Media Start UpAnn Odell
Kicker is a digital explainer news platform for people who care about what's happening in the world & need to get up to speed quickly. The snapshot approach to what really matters today includes multi-media context & the back story for why it matters.
My role was Marketing Strategist, joining in it's second year of operation to guide cohesion through research, insights, content creation, design & implementation to help drive greater brand awareness, grow partnership networks & financial sustainability.
My approach included:
- missing research: user/non-user data, competitor, industry, influencers
- communications audit
- data interpretation
- competitive analysis
- persona development
- holistic strategy identifying user-acquisition priorities
- key message development
- voice-tone & design integration of all digital channels
- guiding branded content development
- facebook ad campaigns
- pitch development for sponsorship funding & advisory board
- program development for student campus reps network
Kicker's audience is 66% Millennial.
Second wave creators are leading the online video industry and generating more buzz than ever!
You’ll learn about what the biggest creators and influencers are up to, the importance of super fans, best practices, and what Facebook and YouTube can bring to the table.
It was definitely an exciting year at VidCon so don't miss out!
How do you plan for synergy and effectiveness using the multitude of channels? This initial introduction to the subject is part of DigitasLBi's Strategy Academy.
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
Research and findings in Volume 1 revealed several key shifts in marketer/agency relationships and major discrepancies on topics such as: areas that brands and agencies believe are most valuable to clients, reasons clients walk away from agency relationships and the biggest talent shortfalls within client organizations. In this edition, we continue to explore some of those same findings, offering very different perspectives and lines of reasoning in an effort to challenge our own assumptions and improve our analysis of important industry issues.
For the full 2016 SoDA Report, Vol. 1, please visit www.sodareport.com.
*Please note that certain anchor links will only work if the publication is downloaded locally.
BRAND STRATEGY OVERVIEW: KICKER a Digital Media Start UpAnn Odell
Kicker is a digital explainer news platform for people who care about what's happening in the world & need to get up to speed quickly. The snapshot approach to what really matters today includes multi-media context & the back story for why it matters.
My role was Marketing Strategist, joining in it's second year of operation to guide cohesion through research, insights, content creation, design & implementation to help drive greater brand awareness, grow partnership networks & financial sustainability.
My approach included:
- missing research: user/non-user data, competitor, industry, influencers
- communications audit
- data interpretation
- competitive analysis
- persona development
- holistic strategy identifying user-acquisition priorities
- key message development
- voice-tone & design integration of all digital channels
- guiding branded content development
- facebook ad campaigns
- pitch development for sponsorship funding & advisory board
- program development for student campus reps network
Kicker's audience is 66% Millennial.
Second wave creators are leading the online video industry and generating more buzz than ever!
You’ll learn about what the biggest creators and influencers are up to, the importance of super fans, best practices, and what Facebook and YouTube can bring to the table.
It was definitely an exciting year at VidCon so don't miss out!
What makes people LOVE a product or brand?
What sustains that love?
These are the questions Accenture Interactive and Fjord set out to answer when embarking on The Love Index study.
The Love Index 2016 is the first annual report that measures brands – and in particular, the services and experiences they offer – on a 10-point scale across five F.R.E.S.H. dimensions plotted on a pentagon
As we plunge further into 2016, we’ve identified ten of the most important Digital Marketing Trends that matter to New Zealand organisations this year.
You can view our presentation of the top ten trends by following the link at the bottom of the page but here are some of the highlights:
KEY TREND: ONLINE VIDEO
More and more consumers, both locally and globally, are watching and sharing online videos. Already, Kiwis are spending twice as much time watching videos online as they do watching live TV – and that trend is only going to increase.
KEY TREND: MARKETING AUTOMATION
77% of Kiwi marketers are planning to increase expenditure on marketing technology in the next 12 months. No wonder – Marketing Automation allows companies to market more effectively across multiple channels online, delivering personalised, highly-targeted messages to consumers in near-real-time.
KEY TREND: FIRST-PARTY DATA
First-party data – information that you and your organisation have collected about your customers – is the foundation for understanding your customers, because the data is based on their actual interactions with your brand.
Surviving the Future: Disruptive Innovation in the Age of INBOUNDSam Mallikarjunan
May you live in interesting times: We live in one of the most interesting periods in the history of commerce. Large, established incumbents are being disrupted by fast moving attackers using new technologies and methodologies. In this talk, I discussed how inbound marketing can not only be used by attackers to disrupt established competitors, but how inbound marketing serves as an "extendable core" that can insulate larger, established business FROM disruption by attackers.
An amazing year comes to an end, complete with videos going viral, algorithms throwing us curve balls and news-feeds getting chaotic. If content marketing is your game, 2016 would be the year it gets crazy competitive, and a lot more exciting! This is my list of trends and focus areas for 2016, something I'll be pasting on my wall.
Credit: Icons Made by www.Freepik.com
Channel Planning for Integrated Marketing Successlindsayferris
Brands and marketers are paying a lot of lip service to the WHAT of "Integrated Marketing", but there's a shortage of information on the HOW. This presentation discusses CHANNEL PLANNING - what it is, how to start and how to use it as a framework for innovation.
#OgilvyCannes 2014 Social Impact Report at #CannesLionsOgilvy
MediaWeek:
"Ogilvy also had the most prominent unofficial hashtag at the event, #ogilvycannes, which accounted for 82 per cent of mentions of unofficial hashtags with 27,132 mentions."
"Ogilvy demonstrated the value of a well-oiled social machine, with its own strategy playing a significant role in driving the agency to the top of the brand charts."
Salesforce quote: “Ogilvy was the dominant brand at Cannes Lions 2014, clocking 22,652 mentions online [during the week]. It jumped in early with a well-executed social strategy that even propelled Abraham Lincoln into one of the leading celebrity spots over the opening weekend – quoting his famous stance that ‘the best way to predict your future is to create it.’”
Links:
MediaWeek: http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
Salesforce: http://www.slideshare.net/ExactTarget/saturday-36254344?ref=http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
BuzzRadar: http://www.buzzradar.com/the-power-of-storytelling-cannes-lions-2014/
The Future of Marketing is here once again with new insights into the future of PR, Demand Generation, Growth Hacking, and Media. It's 101 slides designed to jump-start your new year with fresh ideas, and the answers to why marketing must change in 2018.
Find out what’s happening on social media and what it means for your business. The quarterly trend report from The Social Lights summarizes the major social media network updates and provides recommendations for how businesses can take advantage of the new opportunities.
Social Networks included in the Q1 Social Media Trends Report:
- Facebook
- Twitter
- Instagram
- Snapchat
Want to stay informed about changes in social media? Check out The Social Lights’ blog: thesocial-lights.com/subscribe
It's been several weeks since SXSW 2015. James Whatley, Digtital Director for Ogilvy & Mather Advertising London, has written up the four key trends that he saw coming out of this year's event.
Welcome to the next edition of our Snapshot Report prepared in close cooperation with the LHBS Inspiration-Hub.
In this report, we would like to share best practices and inspirational cases regarding influencer marketing looked upon from three perspectives:
- Visual Storytelling - where we will explore cases of how brands are effectively using or collaborating with influencers across different social media channels and web initiatives to create appealing visual content and stories
- Video Content - where we focus on presenting inspirational cases for short and longer video content or even web series
- Events - here you will be able to find some examples of events created by brands and bloggers or by brands for bloggers
Take a look at our Snapshot, and a few implications for brands that we included at the very end. In case you need more inspiration, get in touch with us!
What makes people LOVE a product or brand?
What sustains that love?
These are the questions Accenture Interactive and Fjord set out to answer when embarking on The Love Index study.
The Love Index 2016 is the first annual report that measures brands – and in particular, the services and experiences they offer – on a 10-point scale across five F.R.E.S.H. dimensions plotted on a pentagon
As we plunge further into 2016, we’ve identified ten of the most important Digital Marketing Trends that matter to New Zealand organisations this year.
You can view our presentation of the top ten trends by following the link at the bottom of the page but here are some of the highlights:
KEY TREND: ONLINE VIDEO
More and more consumers, both locally and globally, are watching and sharing online videos. Already, Kiwis are spending twice as much time watching videos online as they do watching live TV – and that trend is only going to increase.
KEY TREND: MARKETING AUTOMATION
77% of Kiwi marketers are planning to increase expenditure on marketing technology in the next 12 months. No wonder – Marketing Automation allows companies to market more effectively across multiple channels online, delivering personalised, highly-targeted messages to consumers in near-real-time.
KEY TREND: FIRST-PARTY DATA
First-party data – information that you and your organisation have collected about your customers – is the foundation for understanding your customers, because the data is based on their actual interactions with your brand.
Surviving the Future: Disruptive Innovation in the Age of INBOUNDSam Mallikarjunan
May you live in interesting times: We live in one of the most interesting periods in the history of commerce. Large, established incumbents are being disrupted by fast moving attackers using new technologies and methodologies. In this talk, I discussed how inbound marketing can not only be used by attackers to disrupt established competitors, but how inbound marketing serves as an "extendable core" that can insulate larger, established business FROM disruption by attackers.
An amazing year comes to an end, complete with videos going viral, algorithms throwing us curve balls and news-feeds getting chaotic. If content marketing is your game, 2016 would be the year it gets crazy competitive, and a lot more exciting! This is my list of trends and focus areas for 2016, something I'll be pasting on my wall.
Credit: Icons Made by www.Freepik.com
Channel Planning for Integrated Marketing Successlindsayferris
Brands and marketers are paying a lot of lip service to the WHAT of "Integrated Marketing", but there's a shortage of information on the HOW. This presentation discusses CHANNEL PLANNING - what it is, how to start and how to use it as a framework for innovation.
#OgilvyCannes 2014 Social Impact Report at #CannesLionsOgilvy
MediaWeek:
"Ogilvy also had the most prominent unofficial hashtag at the event, #ogilvycannes, which accounted for 82 per cent of mentions of unofficial hashtags with 27,132 mentions."
"Ogilvy demonstrated the value of a well-oiled social machine, with its own strategy playing a significant role in driving the agency to the top of the brand charts."
Salesforce quote: “Ogilvy was the dominant brand at Cannes Lions 2014, clocking 22,652 mentions online [during the week]. It jumped in early with a well-executed social strategy that even propelled Abraham Lincoln into one of the leading celebrity spots over the opening weekend – quoting his famous stance that ‘the best way to predict your future is to create it.’”
Links:
MediaWeek: http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
Salesforce: http://www.slideshare.net/ExactTarget/saturday-36254344?ref=http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
BuzzRadar: http://www.buzzradar.com/the-power-of-storytelling-cannes-lions-2014/
The Future of Marketing is here once again with new insights into the future of PR, Demand Generation, Growth Hacking, and Media. It's 101 slides designed to jump-start your new year with fresh ideas, and the answers to why marketing must change in 2018.
Find out what’s happening on social media and what it means for your business. The quarterly trend report from The Social Lights summarizes the major social media network updates and provides recommendations for how businesses can take advantage of the new opportunities.
Social Networks included in the Q1 Social Media Trends Report:
- Facebook
- Twitter
- Instagram
- Snapchat
Want to stay informed about changes in social media? Check out The Social Lights’ blog: thesocial-lights.com/subscribe
It's been several weeks since SXSW 2015. James Whatley, Digtital Director for Ogilvy & Mather Advertising London, has written up the four key trends that he saw coming out of this year's event.
Welcome to the next edition of our Snapshot Report prepared in close cooperation with the LHBS Inspiration-Hub.
In this report, we would like to share best practices and inspirational cases regarding influencer marketing looked upon from three perspectives:
- Visual Storytelling - where we will explore cases of how brands are effectively using or collaborating with influencers across different social media channels and web initiatives to create appealing visual content and stories
- Video Content - where we focus on presenting inspirational cases for short and longer video content or even web series
- Events - here you will be able to find some examples of events created by brands and bloggers or by brands for bloggers
Take a look at our Snapshot, and a few implications for brands that we included at the very end. In case you need more inspiration, get in touch with us!
This SlideShare discusses 4 advertising firms that operate in Japan. There is also information about advertising facts, trends, and laws that affect marketers in Japan.
The Publisher’s Guide to eCommerce: Case StudiesDamian Radcliffe
The COVID-19 pandemic has dramatically affected most industries, including the publishing and media sectors. Arguably, the advertising downturn associated with the pandemic makes it clearer than ever that companies need to diversify their revenue streams.
Facing an "extinction event," as the current crisis has been called, may encourage publishers
to look again at eCommerce and its potential.
In doing this, it makes strategic sense for publishers to identify propositions which build on their existing relationship with audiences; and which play to their strengths. Audience data and insights, coupled with trust and name recognition, are valuable commodities which can be harnessed to support eCommerce activities.
Historically, as BuzzFeed CEO Jonah Peretti noted at the start of 2020, media companies have not done a good job of this. “….A longstanding problem in the media industry where content creators provide the inspiration to buy a new product, go on a vacation, or watch a new show–but don’t capture much of the economic value created," he argued. "This is sometimes referred to as the “attribution problem,” where Google and other middlemen end up capturing value they didn’t create. We see a real opportunity for us to reclaim some of that profit.”
Peretti, as this new report shows, is not alone in this optimism. If publishers can further understand, and anticipate, the user journey - including the role of content as a driver for purchase decisions - then this remains a firm foundation on which eCommerce products and properties can be built.
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CR.docxwellesleyterresa
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR.docxHOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR
Source: http://www.socialmedia-forum.com/smwf-2015-in-pictures/
Why Ford of Europe’s Vice President of Communications and Public Affairs Mark Truby, a former newspaper business editor, worries about whether his company’s content is worthy of reading aloud over the breakfast table and how the launch of a new car in Germany with just 300 media present became the number one trending subject on Twitter and was watched in full by more than 360,000 people around the world. Ahead of #SMWF this June we wanted to find out more from the man himself:
1)Mark your focus is very much about creating content and storytelling but how do you manage that? What do you need to consider?
“Over the past four years we have moved from a Ford of Europe communications team focused primarily on media relations and servicing the automotive press to a team focused first and foremost on constant storytelling to a broad spectrum of media and audiences. This was a major strategic shift and required new skills and resources.
We created a content team with writers, photographers, videographers, graphic artists – people with strong backgrounds in print, broadcast and digital journalism. We augmented our Ford team with new talent on the agency side to help us tell more compelling stories and reach new audiences – such as tech, design and lifestyle press, as well as bloggers and digital influencers.”
2)What are the key elements to consider when creating any content or story for Ford and what can other businesses learn from your approach?
“We try to keep it simple and ask ourselves a few questions. Is the story interesting enough that a news editor would just have to have it for their newspaper, TV broadcast or website? Would the average person find it interesting enough to read or view, and share online? Would a husband read it aloud across the breakfast table to his wife, for example?
You have to be really honest with yourself on these questions or you will waste time and effort on the low-value stories. If a story passes those first hurdles, then we ask whether the story – once read or watched – could truly improve our corporate reputation or raise someone’s opinion of our vehicles and technologies. We have all read a story or seen a feature on TV that forever changed our perception of a person, company or organization. We quote it to friends or share it on Twitter.
This is the power of great storytelling whether you are creating it yourself or working with journalists. So, simple rules but a difficult task. It takes a lot of creativity and hard work to create content that is entertaining, interesting and meaningful.”
3)How can you reach new audiences most effectively through social media and how is this different to the traditional days of PR?
“Certainly online video, infographics and other forms of digital storytelling are amaz ...
The Role Of Brand Journalism In PR
Are you wondering what brand journalism is, and what makes it worth the investment? Done well and done consistently, brand journalism will:
Generate goodwill, trust and positive brand value as customers come to you are your platforms again and again for information and insight
Educate and build brand awareness by taking a lead role in your sector and establishing your company as a thought leader.
When shared and optimized it will build a community for your brand and a community that will become your advocates and your company’s champions
To find out more about brand journalism and how it can benefit your business, read our eBook. It will help you understand:
the concept of brand journalism
its place in, and implications for, the wider industry
what good practice looks like
its role in PR
what you need to do it well
Biz2Credit, the leading online platform for small business funding, hosted its annual best small business cities 2015 webinar that examined the small business finance climate nationwide.
Crowdfunding: Financing Your Small BusinessPatch of Land
Crowdfunding: Financing Your Small Business was a presentation given by Manolis Sfinarolakis, the Founder of Reality Crowd TV Media Corporation, at the University of Hartford.
In this interactive workshop, learn practical strategies for using Crowdfunding to finance your small business. We’ll review examples of companies that have successfully implemented campaigns as well as brainstorm ways for participants to use Crowdfunding as a financing resource. This workshop will benefit small businesses selling products and/or services, as well as non-profits.
Instructor: Manolis Sfinarolakis, Reality Crowd TV Media Corporation
Carat presentation from Stuart Bell, Operations Director at Carat, Edinburgh. Presented at #PPAScotland's quarterly member meeting, in conjunction with the IPA.
Magazines, newspapers, TV stations, radio stations and online publishers – let’s call
them media companies – have been producing news content to attract an audience for
years.
Some might say that media companies were the original content marketers.
And no matter if that content was published on paper or broadcast over a signal;
people are attracted to that content to learn about the day’s breaking news and to stay
in the know.
A Wake-Up Call for Agencies: Status Quo Won't Cut It
Mastering the New Editorial Landscape
1. MASTERING THE NEW
EDITORIAL LANDSCAPE
Or, it’s scary out there, but not impossible
Chris Roush, croush@email.unc.edu
June 26, 2015, Charlotte, NC
Alliance of Area Business Publications
2. INNOVATION IN BIZ JOURNALISM
Yes, the media industry is struggling to change itself these days.
But I see innovation and unique ideas.
I also see money being made.
3. INNOVATION IN BIZ JOURNALISM
We’ll discuss the following:
1. New delivery formats;
2. New revenue streams; and
3. New ways of reporting business news.
All of this from a journalist’s perspective, not a publisher or ad
director’s perspective.
4. QUARTZ
Launched by Atlantic Media in 2012.
Reporters don’t have beats, but areas of interest.
Stories are very short – or very long.
Has launched sites in India and Africa.
Had 10 million unique visitors in December 2014.
5. QUARTZ
Funded by advertising/sponsors.
Ad revenue was $10M to $12M in 2014.
Developers and reporters work side by side.
Developers report to editorial, not business.
Not among top 15 biz/financial news sites,
but gaining.
6. WHAT CAN WE LEARN?
Putting developers in the news room works.
Focus on technology first – how is the news
delivered.
Quartz recently upgraded browser, navigation
bar and story page.
Readers do love in-depth content.
Readers love content they can’t get anywhere
else.
7. BUSINESS INSIDER
Launched in 2009 by former Wall Street analyst Henry Blodget.
Sub sites include Silicon Alley Insider and Clusterstock.
Business news with an attitude.
Entertainment and sports news.
8. BUSINESS INSIDER
The No. 2 business/financial website as of April 2015.
Up 70% in past year.
Expanded to Europe and Australia.
Ping pong table in the newsroom.
Doing more long form.
Recent videos include staffers tasting Taco Bell breakfast.
9. WHAT CAN WE LEARN?
Will post a loss this year.
Closed a $25 million round of funding
in January.
Consumer tech site coming later this
year.
Sixty percent of visits/uniques from
mobile.
10. RE/CODE
Launched by WSJ’s Walt
Mossberg and Kara Swisher in
early 2014.
Tech news for the tech junkie.
An estimated 1.5 million page
views/month.
11. RE/CODE
Launched conference business that was bread and butter of All
Things D.
Struggled to build audience.
Sold to Vox Media in May 2015.
12. WHAT CAN WE LEARN?
You can’t grow readership on brand name business journalists.
Business journalists are not good business builders.
Partnering with The Verge will allow Swisher and Mossberg to do
what they do best.
13. THE INFORMATION
Launched by WSJ reporter Jessica
Lessin in 2013.
Subscription costs $400.
Has a staff of nine.
Breaks huge stories: Google’s
Dropcam acquisition, Amazon’s deal to
buy Twitch and an inside look at Disney’s
move to buy Maker Studios.
14. THE INFORMATION
Doesn’t try to cover all tech news.
Revenue based solely on subscribers.
Strategy: “Focusing on writing for readers we think are
underserved: professionals in technology and in industries being
upended by it.”
15. WHAT CAN WE LEARN?
Niche strategies can
work.
High-end readers can
fund an operation.
Staff must not grow
faster than the business.
16. SEEKING ALPHA
All content comes from
contributors.
They’re paid based on page views.
Primary focus is public companies
not covered well by biz news media.
Also covers widely held stocks.
17. SEEKING ALPHA
Credibility is an issue as some post under pseudonyms.
Launched premium service in April.
Top writer hit $200K annualized in first month.
Has 4 million registered users.
Dropped content from Yahoo Finance in 2014.
Raised $7 million in funding in 2009.
18. WHAT CAN WE LEARN?
Certain content
can get a ton of
views.
You don’t need a
full-time editorial
staff.
Have to deal with
litigation.
19. 24/7 WALL ST.
Launched in 2006 by former
Financial World editor.
Content is also republished on MSN
Money, Yahoo Finance, Aol’s
DailyFinance, MarketWatch, Comcast
and The Huffington Post.
20. 24/7 WALL ST.
Readers are high-end investors.
Posts 30 articles a day.
Profit margin of more than 50%,
from numbers shared by co-founder.
For first half of 2014: Revenue rose
61 percent to $1.455 million, and profits
rose 102 percent to $950,000.
21. WHAT CAN WE LEARN?
Advertising, which accounts for about 85 percent of revenue, can
fund a strong editorial model.
No videos, no apps, no multimedia.
Draws as much traffic as Barrons.com.
22. NERDWALLET
Launched in 2010 and based in New
York.
Raised $64 million in funding earlier
this year.
Personal finance site used by 30
million people in 2014.
23. NERDWALLET
Makes money from fees earned by
matching consumers with financial
products.
It is profitable.
The company helps consumers
understand how to pick the best personal
finance products.
24. WHAT CAN WE LEARN?
Match editorial content
with data that readers
want.
Personal finance is a
growth industry.
Find a funky name that
will attract the curious.
25. REORG RESEARCH
Founded in 2012 and covers
distressed debt.
Charges tens of thousands of
dollars for content.
Posts about 20 stories a day.
Has opened offices in London and
Puerto Rico.
26. REORG RESEARCH
Covers stories few others pay
attention to.
Subscribers are hedge funds and
investment banks.
Pairs journalists with attorneys and
analysts.
Can download documents from
site.
27. WHAT CAN WE LEARN?
If the news content is valuable to
someone, people will pay a lot of
money.
Niche news works if it can be broad
geographically.
An expertise in reporting goes a
long way.
28. THE DISTANCE
Launched in November 2013.
Online magazine and podcast.
Funded by software company Basecamp but
editorially independent.
Writes about private companies that are at
least 25 years old.
29. THE DISTANCE
Doesn’t write about Basecamp
customers.
Editor is former Chicago Tribune
business journalist.
She is only full-time person.
Syndicated on Chicago Tribune,
Quartz and Gizmodo.
30. WHAT CAN WE LEARN?
Content can be sliced very
narrowly and still have appeal.
Don’t need big staffs.
Helps to find a Sugar Daddy.
31. BIZWOMEN.COM
Launched in 2014 by American
City Business Journals.
News for women business leaders.
Full-time editor and staff writers.
Some content comes from ACBJ
papers.
32. BIZWOMEN.COM
Light on fluff and heavy on takeaways.
Believe it or not, women want different business news than men.
Backed by big company, so doesn’t need to be profitable right
away.
33. WHAT CAN WE LEARN
Sponsored content pages by
companies: UPS Store, Fidelity and
PNC.
Mentoring Monday events in 40 cities
across the country.
Businesswoman of the Year in 40
cities.
34. WSJ LOGISTICS COVERAGE
Wall Street Journal page launched in May.
Sponsored by UPS.
Some sponsored content, some of which was written by WSJ
Custom Studios, its native ad unit.
35. WSJ LOGISTICS COVERAGE
CFO Journal launched in 2011.
CIO Journal, Risk & Compliance Journal in 2013
Marketing-focused CMO Today in 2014.
WSJ Logistics Report has editorial staff of five.
36. WHAT CAN WE LEARN?
Sponsored content can fund independent editorial content.
All industries like to be catered to with content.
37. REUTERS TV
Television news service designed
specifically for watching on phones.
Two viewing options: Live feeds of
global events, and a news show called
“Reuters Now” that can last anywhere
between 5 and 30 minutes.
“Reuters Now” is customized to
viewer’s location and interests.
38. REUTERS TV
Free for first 30 days.
After that, charge $1.99 per month
through the iTunes store.
Meets customers “where they are.”
39. WHAT CAN WE LEARN?
The phone is becoming the
dominant way that many people receive
their business news and information.
Video is growing exponentially.
More and more outlets are charging
for what was previously free content.
40. OTHER THINGS
The Financial Times has
launched cost-per-hour
advertising on its website.
If it catches on, how does
that affect how much you
change or update your online
editorial content?
41. OTHER THINGS
TheStreet announced that it is adding four new shows to its video
content.
Some weekly, some monthly.
Can you pull off similar video content?
Do you have the tech capability?
42. OTHER THINGS
TheStreet’s Real Money content going behind a metered paywall
similar to what is used by The New York Times and the Financial
Times.
Real Money will be available for $3 per week.
Real Money Pro, which includes a daily trading diary by Doug
Kass and aimed at the advanced trader, costs $16 per week.
43. OTHER THINGS
GrowthSpotter started by Orlando
Sentinel in May.
Subscriber-only digital publication
(one month is $20, and one year is
$156) that offers “insider” intelligence
for Central Florida’s business
community.
44. OTHER THINGS
One of my biggest student success
stories: Founder of RichmondBizSense.com.
Has now expanded to Denver with
BusinessDen.com.
RichmondBizSense.com is now
profitable.
Examine your geographic markets and
what is lacking.
45. MY FINAL THOUGHTS
Editorial content is valuable. Charge for it.
Find ways to segment your content to specific audiences that will
pay extra.
Focus on technology from an editorial perspective.
Sponsored content is not an evil thing.