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Digital Cage MatchEditorial vs. Sales
America East Newspaper Conference March 15, 2011
Hershey, Pa.
RobCurley
MelTaylor
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TEAM CURLEY
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How we help Newspaper
refreshblow up
overhaul & rebuild
outdated web business models
Mel Taylor Media
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Mel Taylor Background
http://www.journalism.cuny.edu/http://newsinnovation.com/http://www.fmqb.com/article.asp?id=580882http://www.newsday.com/http://www.sun-sentinel.com/8/7/2019 Mel Taylor vs. Rob Curley: Digital Cage Match
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1. profit
2. operations
3. editorial
in this order
Run Web like NewspaperThink like Publisher / Owner
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Editorial vs. Sales
Internal Conflict
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Online Journalism/Contentlooking for
Revenue Models
Proven Revenue Modelsthat support
Online Journalism/Content
FAIL
SMART
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Brian Greenspun
Deep Pockets
Unlimited Patience? Las Vegas Portfolio
Culture & Staffing
Rob Curley
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Inventory Management
Profit / Loss & Cash flow
Sales Team Effectiveness
Revenue Projections
Rob Curley
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Costs
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Editorial independence
Sales calls Multi-media sales kits
Video
Rob Curley
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Editorial & Revenue Washington Post
Naples News
Rob Curley
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To Reach
Profitability
How long ?
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BiggerNotAlways
Better
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Who Runs Site
Make it impressive
Drive page-views
Win cool awards
Sell more print
Financially motivated or.
?
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Ad Mixdo they see
local businesslooking great ?
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News Hole
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Online
Ad hole
LOGOsections
promo
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DUMBNational Ad Networks( at local level )
REMOVEfrom home-page & section fronts
Consider day-parting
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danger ofad networks
Ad unitdesigned to
look like
editorial
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How GREAT sites
lose money
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Online Video
show me the money
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Remember all that video stuffyou bought for the newsroom?
Take back half of it, and give it
to the sales department.
online video
that pays
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Reduce Costsvia
> Open Source
> Crowd Source
> Revenue Share
Vendor Deals
Aggregation & RSS
Local Indie-Journos
CMS Platforms
Local Ad Networks
Sales-Based Video
Management
Re-think
EVERYTHING
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When content creators understand online business models
they create more advertiser-friendly & profitable websites
Online Business 101for Editorial, Programming & Web Producers
New Workshop from Mel Taylor Media
http://www.journalism.cuny.edu/http://newsinnovation.com/8/7/2019 Mel Taylor vs. Rob Curley: Digital Cage Match
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BEST PRACTICES
Advertising Sales
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Jeanne StrausPublisher/Owner:
9 Newspapers -border of PA NJ NY
Mike ScobeyCOO: Print -Calkins Media
Publisher: Doylestown Intelligencer
Aimee EckleyDirector of Interactive
PA Newspapers / Times Shamrock
MelTaylorMedia.com
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RUN ONLINE
LIKE PRINT
SAME RULES
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SIMPLE First Steps
Whos in charge?
Ask client about ad spend
Compensation adjustment
Pitch current print clients
Simplify ads & packages
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Steps for
Success
Understand Competition
Know Your USP
Leverage Digital Cost Reduction / Operational Efficiency
Increase Revenue Share
Increase Audience Share
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RUN
WEBLIKE
1. Compensation2. Management
3. Simplify inventory
4. Apply pressure
5. Raise Rate
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USE EVERY TOOL To Grow
audience share
revenue share
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Cannibalize Print ?
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solving fear of
cannibalization
if we dont
offer digital
someone else will
O h l
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Overhaul
Compensation Revenue & New Business
Per rep & manager Per month
Commission 25% or more for new biz 10% or below for transactional
O h l
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Overhaul
Compensation> Grow % of clients using web
> Bonus & PENALTY
Dont hit web ? Lose PRINT bonus
Dont hit web.all the time?
> Lose acct or job
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Compensation
DO NOT bonus based on:
Page views
Unique users
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instead
bonus & compensate
on revenue & profit
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What in Common?
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Local Ad
Dollars
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AOL s
hyper-local play
for local ad dollarsvia journalism
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Over 800 Sitesso far555 in Q4 2010
18 states
Over 100 in California
73 in Massachusetts
40 in Georgia
30 in Philadelphia
3m uniques; Dec 2010
Launched in February 2009
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PhiladelphiaRegion
Today: 30
Summer 2011: 60
Bucks County
Delaware County
Lehigh County
Chester County
Main Line
Communities Avg size: 50-70k
South Jersey
PATCH Philly Regional Publisher:Former Publisher @ Journal Register
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Will Patch Succeed ?
Who knows
Doesnt matter
Patch is more proof Local dollars up for grabs
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diverting attention away
from item of significance
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Deadly Mistakeonly focus on.
traffic community
banner ads journalism skills
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Sweet.Newspaper is falling
right into our trap
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Patch Grows Efficiencies of scale
Walmart effect
Infra-structure
Additional revenue ops
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Huffington Post& The Great Roll-Up
similar to isp, cable, radio, newspaper
Low-cost & profitable
Pageviews & uniques
Management success
Leverage web 2.0 & 3.0
Social, viral, commenting
O i
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Overcoming
Common Objections
NotInterested
Groupon
Newspaper
Doesnt
Work
Alreadyhave Site
Cable No BudgetDont See
My Ad
Tried it.Did notWork
k
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Internet Prime Time
Mon-Fri 9a-5p
At Work Day-Part
Morning
Mid-day
Evening
T l R d hi
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Website: xx,000 Unique / readers
Mobile: x,000 Apps, alerts
Social: x,000 Facebook, Twitter
Email: xx,000 Opt-ins
YouTube: xx,000 Subscribers
Total Readership
Newspaper: xxx,000
Online: xx,000
Total Reach: xxx,000
Total
Online
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Home Page
LARGEPremium
Unit
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Hyper Local
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Blogger Network
Farm Systemfor Newsroom
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USPUnique
SellingProposition
Newspaper TOOLS
Legacy
Feet on street Local content creation
Client relationships
Brand familiarity
Print / Traditional distribution
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Newspaper TOOLS
Video
Social & Mobile
Integrated / cross platform
Large newsrooms Aggregation, Blog networks
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Newspaper USPunique selling proposition
What can Newspaper offer
that PATCH & OTHERS cant ?
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MelTaylorMedia.comTwitter: @MelTaylorMedia 267-625-5313
America EastHershey, PaMarch 15, 2011