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ONLINE 
ADVERTISING 
that works! 
School Newspapers Online 
www.snosites.com
PRINT 
ADVERTISING 
HOW IT WAS IN YESTERYEAR
ONLINE ADVERTISING 
that works! 
YESTERYEAR 
•Large, monolithic audience 
•Advertiser bought space in paper 
•Only way to ...
ONLINE 
ADVERTISING 
HOW IT IS TODAY
ONLINE ADVERTISING 
that works! 
TODAY 
•Fragmented audience 
•Advertiser can access audience via many ways 
•Audience oft...
The key is bringing 
your specific audience 
to your specific advertisers. 
ONLINE ADVERTISING 
that works!
ONLINE ADVERTISING 
that works! 
People won’t just 
give you money. 
Leverage what you have 
to generate revenue.
ONLINE 
ADVERTISING 
VOCABULARY
VOCABULARY 
•Audience: People who visit the site 
•Traffic: Size of audience, measured by page views 
or sessions 
•Impres...
VOCABULARY 
•CPM: Cost per thousand impressions 
•CPC: Cost per click (only pays if a person clicks on 
the ad) 
•Exclusiv...
ONLINE ADVERTISING 
that works! 
Change your paradigm. 
Educate advertisers. 
Online isn’t print.
Adapt your skills 
for a digital platform. 
Use tools to your advantage. 
ONLINE ADVERTISING 
that works!
ONLINE 
ADVERTISING 
WHAT YOU NEED TO CONSIDER
ONLINE ADVERTISING 
that works! 
BUDGET 
•How much revenue do you need to generate? 
• Pay the site hosting fees 
• Traini...
ONLINE ADVERTISING 
that works! 
TRAFFIC 
•What does your audience look like? 
• Demographics 
• Age 
• Location 
•How big...
ONLINE ADVERTISING 
that works! 
COMMUNITY 
•Who is your competition? 
•What will advertisers pay? 
• Charge as much as yo...
ONLINE 
ADVERTISING 
WAYS TO GENERATE REVENUE
BANNER ADVERTISING 
•Called banners even though they may be in sidebar 
•Leaderboard 
•Footer 
•Embedded in text 
ONLINE A...
ONLINE ADVERTISING 
that works! 
NATIONAL BANNERS 
•Google AdSense 
•National campaigns (good luck) 
•SNO Ad Network
ONLINE ADVERTISING 
that works! 
LOCAL BANNERS 
•Online-only campaigns 
• Advertising only on the website 
•Print + digita...
ONLINE ADVERTISING 
that works! 
OTHER TYPES OF ADS 
•Pre-roll 
•Pop-up 
•Interstitial 
•Email 
•In app
ONLINE ADVERTISING 
that works! 
NON-AD REVENUE 
•Photo sales (SmugMug) 
•Parent/congrats ads 
(baby pics, sports teams, g...
ONLINE 
ADVERTISING 
WHO TO HIT UP
ONLINE ADVERTISING 
that works! 
BUSINESSES 
Target businesses with a local connection 
• Local businesses 
• Franchises w...
ONLINE ADVERTISING 
that works! 
ORGANIZATIONS 
Groups that want to spread their message 
• Nonprofits (advocacy orgs, cam...
ONLINE ADVERTISING 
that works! 
PARENTS 
Congratulations messages 
• Baby ads 
• Sports teams success 
• Graduation
ONLINE ADVERTISING 
that works! 
NON-PRODUCT SPONSORS 
Businesses that want to be affiliated or support 
but aren’t after ...
ONLINE 
ADVERTISING 
HOW TO SELL
ONLINE ADVERTISING 
that works! 
KNOW YOUR AUDIENCE 
•Research from analytics 
•Know your traffic — they’ll ask 
•Know wea...
ONLINE ADVERTISING 
that works! 
PROVIDE BENEFIT 
•Why should they advertise with your site? 
•What do you offer that othe...
ONLINE ADVERTISING 
that works! 
OFFER INCENTIVE 
•Combine with print or other sponsorship 
•Discount for multiple months ...
ONLINE ADVERTISING 
that works! 
KEEP PUBLISHING 
•Publish something new to your site every day 
•Promote traffic to your ...
ONLINE ADVERTISING 
that works! 
BE CREATIVE 
•Find ways to generate revenue 
from non-traditional methods 
•It’s not alwa...
ONLINE 
ADVERTISING 
KEYS TO REMEMBER
ONLINE ADVERTISING 
that works! 
GO LOCAL. 1Coke and Verizon don’t need 
your site to reach their audience. 
Your best adv...
ONLINE ADVERTISING 
that works! 
KNOW YOUR STATS. 2Advertisers know you have site 
analytics, and they’ll ask you for 
the...
ONLINE ADVERTISING 
that works! 
SELL SOMETHING. 3Show how the advertiser will 
benefit, and make sure there’s a 
point to...
START SMALL & BUILD. 4Start with a handful of loyal local 
advertisers and build on that base 
as you increase site traffi...
ONLINE ADVERTISING 
that works! 
ADS + SPONSORS 
Generate revenue through 
traditional advertising and 
non-traditional me...
QUESTIONS? 
Logan Aimone, MJE // School Newspapers Online 
logan@snosites.com slideshare.net/snosites
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Online Advertising That Works

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You shouldn’t have to sell candy bars to support your news website. Yes, you can make money through sponsorships, advertising and other sales opportunities — if you know what it takes.

Published in: Education
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Online Advertising That Works

  1. 1. ONLINE ADVERTISING that works! School Newspapers Online www.snosites.com
  2. 2. PRINT ADVERTISING HOW IT WAS IN YESTERYEAR
  3. 3. ONLINE ADVERTISING that works! YESTERYEAR •Large, monolithic audience •Advertiser bought space in paper •Only way to reach audience •Message published = message read (assumed)
  4. 4. ONLINE ADVERTISING HOW IT IS TODAY
  5. 5. ONLINE ADVERTISING that works! TODAY •Fragmented audience •Advertiser can access audience via many ways •Audience often ignores ad messages •Tracking methods available
  6. 6. The key is bringing your specific audience to your specific advertisers. ONLINE ADVERTISING that works!
  7. 7. ONLINE ADVERTISING that works! People won’t just give you money. Leverage what you have to generate revenue.
  8. 8. ONLINE ADVERTISING VOCABULARY
  9. 9. VOCABULARY •Audience: People who visit the site •Traffic: Size of audience, measured by page views or sessions •Impression: Each time an ad is shown (impressed) to a reader to the site. ONLINE ADVERTISING that works!
  10. 10. VOCABULARY •CPM: Cost per thousand impressions •CPC: Cost per click (only pays if a person clicks on the ad) •Exclusive: Fixed ad position for period of time (week, month) ONLINE ADVERTISING that works!
  11. 11. ONLINE ADVERTISING that works! Change your paradigm. Educate advertisers. Online isn’t print.
  12. 12. Adapt your skills for a digital platform. Use tools to your advantage. ONLINE ADVERTISING that works!
  13. 13. ONLINE ADVERTISING WHAT YOU NEED TO CONSIDER
  14. 14. ONLINE ADVERTISING that works! BUDGET •How much revenue do you need to generate? • Pay the site hosting fees • Training • Equipment •How much is coming from other sources?
  15. 15. ONLINE ADVERTISING that works! TRAFFIC •What does your audience look like? • Demographics • Age • Location •How big is the audience? •How much can you charge? • More traffic = higher rates
  16. 16. ONLINE ADVERTISING that works! COMMUNITY •Who is your competition? •What will advertisers pay? • Charge as much as you can. • Don’t devalue your product. •Set (and adjust) price accordingly.
  17. 17. ONLINE ADVERTISING WAYS TO GENERATE REVENUE
  18. 18. BANNER ADVERTISING •Called banners even though they may be in sidebar •Leaderboard •Footer •Embedded in text ONLINE ADVERTISING that works!
  19. 19. ONLINE ADVERTISING that works! NATIONAL BANNERS •Google AdSense •National campaigns (good luck) •SNO Ad Network
  20. 20. ONLINE ADVERTISING that works! LOCAL BANNERS •Online-only campaigns • Advertising only on the website •Print + digital campaigns • Advertising on both print and the website • Other print platforms (yearbook, lit mag)
  21. 21. ONLINE ADVERTISING that works! OTHER TYPES OF ADS •Pre-roll •Pop-up •Interstitial •Email •In app
  22. 22. ONLINE ADVERTISING that works! NON-AD REVENUE •Photo sales (SmugMug) •Parent/congrats ads (baby pics, sports teams, graduation) •Traditional fundraisers (candy, carwash) •Patrons/sponsors (T-shirts, signs, listing) •Promoted social media posts (tweets, posts)
  23. 23. ONLINE ADVERTISING WHO TO HIT UP
  24. 24. ONLINE ADVERTISING that works! BUSINESSES Target businesses with a local connection • Local businesses • Franchises with local owners • Large teen customer base (florists, tux shops)
  25. 25. ONLINE ADVERTISING that works! ORGANIZATIONS Groups that want to spread their message • Nonprofits (advocacy orgs, campaigns) • Government (city parks/rec, employment) • Colleges (trade schools, other training) • Churches • Youth groups (study abroad)
  26. 26. ONLINE ADVERTISING that works! PARENTS Congratulations messages • Baby ads • Sports teams success • Graduation
  27. 27. ONLINE ADVERTISING that works! NON-PRODUCT SPONSORS Businesses that want to be affiliated or support but aren’t after an immediate sale. • Insurance agencies • Funeral homes • Law firms
  28. 28. ONLINE ADVERTISING HOW TO SELL
  29. 29. ONLINE ADVERTISING that works! KNOW YOUR AUDIENCE •Research from analytics •Know your traffic — they’ll ask •Know weak areas and prepare rebuttal •Anticipate questions and provide reasonable answers
  30. 30. ONLINE ADVERTISING that works! PROVIDE BENEFIT •Why should they advertise with your site? •What do you offer that others don’t? •Think win-win.
  31. 31. ONLINE ADVERTISING that works! OFFER INCENTIVE •Combine with print or other sponsorship •Discount for multiple months •Introductory rates
  32. 32. ONLINE ADVERTISING that works! KEEP PUBLISHING •Publish something new to your site every day •Promote traffic to your site •Use social media to remind and resurface
  33. 33. ONLINE ADVERTISING that works! BE CREATIVE •Find ways to generate revenue from non-traditional methods •It’s not always about running an ad
  34. 34. ONLINE ADVERTISING KEYS TO REMEMBER
  35. 35. ONLINE ADVERTISING that works! GO LOCAL. 1Coke and Verizon don’t need your site to reach their audience. Your best advertisers are local businesses.
  36. 36. ONLINE ADVERTISING that works! KNOW YOUR STATS. 2Advertisers know you have site analytics, and they’ll ask you for them. If your traffic is low, why would they advertise with you?
  37. 37. ONLINE ADVERTISING that works! SELL SOMETHING. 3Show how the advertiser will benefit, and make sure there’s a point to the ad. Don’t just publish a business card.
  38. 38. START SMALL & BUILD. 4Start with a handful of loyal local advertisers and build on that base as you increase site traffic. Use that success to attract others. ONLINE ADVERTISING that works!
  39. 39. ONLINE ADVERTISING that works! ADS + SPONSORS Generate revenue through traditional advertising and non-traditional means. Every $25 helps. 5
  40. 40. QUESTIONS? Logan Aimone, MJE // School Newspapers Online logan@snosites.com slideshare.net/snosites

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