Transcript
University of Missouri Missouri School of Journalism
Turning Digital Dimes into Dollars
Michigan Press AssociationReynolds Journalism InstituteMissouri School of Journalism
January 26, 2013
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Measuring Readers
University of Missouri Missouri School of Journalism
vs.
University of Missouri Missouri School of Journalism
Measuring Digital Readers
• Get a tracking system– Google Analytics, Omniture
• Create daily, weekly, monthly reports– Where are your digital readers?
• Capitalize your traffic– Sell what readers visit
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Measuring Digital Readers
University of Missouri Missouri School of Journalism
April Page Visits: March Page Visits:
Source: Google Analytics, Tidewater News 2012
University of Missouri Missouri School of JournalismUniversity of Missouri Missouri School of Journalism
Print obits
• Written by?• Section?• Most read?• Premium ads?
University of Missouri Missouri School of Journalism
Digital Dime Opportunities
• Leverage the data• Create revenue streams• Meet the market needs– Readers and advertisers
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Opportunities
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Opportunities
• Premium announcement• Premium online ad packages– Leaderboard (728x 90)– Medium rectangle (300x250)– Fixed monthly cost or premium
CPM– Funeral home, florist, insurance
agents, financial planners• AdSense ads– IAB “rising star” units
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Opportunity: Texting
Inspiration provided by Houston Herald
University of Missouri Missouri School of Journalism
Inspiration provided by
Houston Herald
University of Missouri Missouri School of Journalism
Inspiration provided by
Houston Herald
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Texting
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Texting
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Texting
Market Need:• Timely info• Opt-in• Push delivery• Community service
Revenue Source:• Platform sponsorship• Text “rental”• BTYB sponsors
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Email
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Email
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Email
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Email
Market Need:• Customized news• Opt-in• Push delivery• Segmented audiences
Revenue Source:• Platform sponsorship• Email ads• Advertiser Email blasts
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Ideas: ContestsReaders
Email/Text
Revenue
Bigger Email/Text
Lists
Contests
Participants
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Contests
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Contests
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Contests
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Contests
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Contests
…put your name front and center for fans returning week after week to make their picks.”
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Contests
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Contests
• Cutest Baby• Cutest Pet• Backyard Makeover• Beauty Makeover• Room Makeover• Green Home• Travel• Recipes• Photos• March Madness
University of Missouri Missouri School of Journalism
Digital Dime Opportunities: Contests
Market Need:• Opt-in• Fun• Leverages key events• Generates buzz
Revenue Source:• Title sponsors• Weekly/Secondary sponsors• Increases text/email lists
University of Missouri Missouri School of Journalism
University of Missouri Missouri School of Journalism
Digital Dime Strategy
Readers
Email/Text
RevenueContests
Participants
University of Missouri Missouri School of Journalism
Newspaper Past
University of Missouri Missouri School of Journalism
Newspaper Today
Community Information Provider
University of Missouri Missouri School of Journalism
Be the Leader!
• Tribute.com—targeting funeral homes & TV• Radio listener clubs—contests & email lists• Groupon/Living social—segmented databases• Meguiar—hyper-local text messaging
Own Your Market!
University of Missouri Missouri School of Journalism
More Digital Dime Ideas
University of Missouri Missouri School of Journalism
More Digital Dime Ideas
University of Missouri Missouri School of Journalism
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University of Missouri Missouri School of Journalism
THANK YOU!
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