Ben Shaw from Shaw Media presented on tablet opportunities. He discussed how tablet traffic is growing and complementary to desktop traffic. Shaw Media uses the web-based Roxen platform to design responsive sites that adapt to different devices. Their biggest challenge was getting video to work across platforms. They are monetizing tablets through sponsorships and digital packages that include impressions, directory listings, and display ads. Questions were taken at the end.

1. 10 – 12 October 2011, Vienna, Reed Messe Wien
Media Port
Session: Tablet Publishing Trends
Title: Tablet Opportunities
Speaker: Ben Shaw, Chief Digital Officer, Shaw Media, USA

2. Shaw Media
Tablet Opportunities

3. Who is Shaw Media?

4. Who is Shaw Media?
Our Brand’s Promise is to Provide:
Relevant Information
Marketing Solutions
Community Advocacy

6. Shaw Media Mobile
Overview

7. Overview:
• Why? …and How!
• Tablet Sites
• Near Future
• Open For Questions

8. So Why?

9. Audience is exploding
1. Mobile visits are up over 300% YOY and growing at 14% monthly.
2. Mobile visits currently represent 5.5% of Shaw Media Total Audience.
3. In the past month we have had over 24,000 iPad visits to our websites.

10. Tablet Traffic is Complimentary.
Nwherald.com Website Peak = Work Week
Nwherald.com Mobile Peak = Saturday
Nwherald.com Tablet Peak = Sunday

11. Tablet Traffic is Complimentary.
Nwherald.com peaks at 8 a.m.
Nwherald.com/tablet peaks again 6-7 p.m.

12. Mobile Traffic is Local.
Nwherald.com/mobile map 8/11

13. Mobile and Tablet are on main street’s
mind.
“Main Street is embracing mobile
marketing at a stunning rate. The adoption
of the latest “new media” has outpaced
the rate that local businesses warmed up
to cable advertising in the 1980s or even
Internet advertising a decade ago.” –
Borrell Associates 8/2011

14. How?
Why we choose web based.

15. Roxen is very flexible.

16. Use skills we have in-house
 We can design better and more quickly than we can code.
 We can use Roxen to “smell” what type of visitor we are getting
and then redirect them to the appropriate design.
 You can still design utility into your site.
Portrait to landscape switching
Swiping pictures
Icon overlays
 Design once for many operating systems instead of maintaining
many code bases.
 We’re already paying for the hosting

17. Biggest Challenge?

18. Biggest Challenge?
 Our top challenge for launching Mobile and Tablet sites was getting video right.
 We were an all Flash shop and most of the web is still using flash.
 We decided to export to mp4 and use flowplayer.org for our player.
 It can do playlists, pre-roll, be re-skinned, is open source and can
link to an mp4 for play on an iDevice OR stream to flash all from the same file.
 We are not duplicating work and video quality is unchanged.

19. Tablet Tour: Home

20. Tablet Tour: Section

21. Tablet Tour: Section

22. Tablet Tour: Navigation

23. Tablet Tour: Multimedia

24. How we’re monetizing
Tablets
 Sponsorships
 Digital Packaging

25. Sponsorships
 Native Apps Audience
 Mobile Site Audience
 Text Alerts and Coupons Audience
 Sponsors are included in print and online
promotional materials

26. 12 month Digital Packages
 Digital Starter
25,000 Impressions on sites
Premium Business Directory Listing
 Digital Plus
Mobile Display Ads
Tablet Display Ads
35,000 Impressions on sites
Premium Business Directory Listing
 Everything Package
32 inches of print
Mobile Display Ads
Tablet Display Ads
45,000 Impressions on sites
Premium Business Directory Listing

27. IMPORTANT
TERMS:
Sauk Valley Media
Publisher of...
Impression
Appearance of an advertisement
on an accessed website page
When someone accesses a website page with two
ads, that’s two impressions. Impressions measure
the number of views your ads receive, and we sell dailyGAZETTE & TELEGRAPH
ad space based on that number. Our computer
servers track impressions, which are sold on a cost Published by
per thousand (CPM) basis.
dailyGAZETTE & TELEGRAPH Newspapers
Sauk Valley
Total Audience Published by Success
W
SV eekend
Full reach of a media company
Sauk Valley Newspapers
Sauk Valley Media is the only true multi-media
company in this region, providing advertisers with
is only a
access to our customers in both traditional and
new media. We build that audience by being the click AWAY!
only source of comprehensive reporting of local
news and sports, which is delivered in print and in
several digital forms. We reach more than 40,000
The Review Sauk Valley Media wants to make promoting
your business – both electronically and in print
people a day through our print products alone, – as easy and effective as possible. Today, there
living
and tens of thousands more through new media.
the are many ways to communicate with potential
customers. Our job is to simplify that process
TOMA and help you develop a comprehensive digital
magazines marketing strategy that will serve all of your
Top of Mind Awareness company’s needs.
Top-of-mind-awareness refers to the percentage
of people who name a specific brand, business
or product first when asked to list companies or
Call us: The marketing packages inside this brochure
will make it easy for you to build your brand,
products within a sector. We can help your busi- 815-625-3600 sell products and drive local traffic to your
ness build TOMA through our many channels of
communication through frequency advertising 815-284-2224 website.
campaigns.
S a u k V a l l e y M e d i a

28. Digital Digital Everything
Starter Package Plus Package Package
25,000 local impressions every month 35,000 local impressions every month on 45,000 local impressions every
on Sauk Valley Media’s websites Sauk Valley Media’s websites delivered through month on Sauk Valley Media’s websites
delivered through ad spots that will ad spots that will run throughout SVM sites. delivered through ad spots that will run
throughout SVM sites.
run throughout SVM sites.
Premium listing on saukvalley.com’s
Premium listing on saukvalley.com’s
Premium listing on saukvalley.com’s searchable business directory.
searchable business directory.
searchable business directory.
Rotation spot on mobile (smart phone)
Rotation spot on mobile (smart phone)
Price: $200 per month platform.
platform.
(12 month contract required)
Banner ad on iPad platform.
Banner ad on iPad platform.
Price: $275 per month 32 inches of print newspaper
(12 month contract required)
advertising space in your choice of
the Daily Gazette or Telegraph,
or 16 inches of space in each.
Price: $500 per month
(12 month contract required)
*Bonus offer: Additional impressions on Sauk Valley Media’s websites are available
at a 50 percent discount after the purchase of any packages.
S a u k V a l l e y M e d i a

29. eReaders
Kindle vs Nook vs iPad
image: cnet.com

30. eReaders
 We chose iPad based on popularity and functionality and time.
1. You can read eBooks on an iPad, but the iPad does a lot that
most eReaders don’t.
2. Digital Content can be so much more than text.
3. I am actually reading more fiction for owning an iPad!
 We use InDesign CS3, which outputs horrendous EPUB format.
 While audience matures with these products, we want to write and publish
once digitally to maintain reasonable expectations on a tight staff.
 We are excited about repackaging popular features into eBooks

31. Near-Term
We are excited about:
1. Mini-Mobile Sites for Local SMBs
2. Mobile Commerce
3. $0.99 eBooks

32. Questions?
Thanks!
Ben Shaw
bdshaw@shawmedia.com