HyperLocal

HyperLocal
RevenueStrategy101
gy
forWeeklyNewspapers

MelTaylorMedia.com
Mel@MelTaylorMedia.com 2676255313
March26,2010
b
bewarethepreachers
th h
ofdoom&gloom

internetiskillingnewspapers

shutdownyourpress

noonereadsthepaper

citizenjournalismwillrule

itsallabouttwitter
local news is bigger than ever
localnewsisbiggerthanever

print +online
+ online
The New Workshop from Mel Taylor Media

Online Business 101

for Editorial, Newsrooms & Web Producers

When newsroom editors & writers understand

basic online sales & business models,
they create more advertiser-friendly & profitable websites
 Mel Taylor Media
MelTaylorMedia
Online Business Models & Revenue Strategy

webtraining&salesstrategy
web training & sales strategy
sales&editorial
helpbroadcast&printcompeteagainstpureplays
helppureplaystakesharefrombroadcast&print
pp p y p
onlinevideofornewsrooms&sales
web101seminarsforlocalbusiness
web 101 seminars for local business
 objectives 2010
objectives2010
growwebbusiness
g
maintainprintbusiness
withlimited:
with limited:
budget
manpower
time
 objectives 2010
objectives2010

increasecashflow/profitmargin
/p g
lowercostofnewsgathering
increaseeditorialcoverage
protectyourlocaladbase
protect your local ad base
growyourlocaladbase
 MelTaylorMedia
recentsuccessstory

Results:90dayMELTAYLORMEDIA
websalesinitiative:midsizemediaproperty
1Q2009

2008 2009 Increase

February $71,813 $134,847 88%

March $97,304 $160,756 66%

April $110,000 $164,475 49%

MelTaylorMedia
recentclientlist
grade yourself
gradeyourself

editorialknowswebbiz101
webmasterknowswebbiz101
webmaster knows web biz 101
repsknowswebsitebasics
repsovercomecommonobjections
knowhowlocalbizusesweb
helplocalbizunderstandweb
mostinventoryissoldlocaldirect
ti t i ld l l di t
 we think
we think publisher
publisher
inPRINT

1. profitcomesfirst
2. operations
3
3. editorial
di i l
likeanystrongbusiness.
profitmustcomefirst.
 butwedont
think publisher
ONLINE
ONLINE

whydoweignore
1.editorialcomesfirst
1 editorial comes first the successful
thesuccessful
businessprincipleof
THINKPUBLISHER
2.operations
p online?

whydoesprofitcome
3.profit AFTER
operations & editorial
operations&editorial
withonline?
 new thinking
newspaper&web

growoverallrevenue:
leveragingallassetstogrowshare
leveraging all assets to grow share
digitalplayingmajorrole
webisrunlikeabusiness
 slaughterthese
sacredcows
editorial/techdrivessitebusinessstrategy
buildcontent,dumpofftosales
, p
yourofflinebrandwinsonline
relianceonremnantadnetworks
destinationsiteonlystrategy
y gy
 dontbelievethe

h
hyperlocalHYPE
l l HYPE
thefactssofar
editorially&technicallydriven
editorially & technically driven
primarilyfocusedoneyeballs
littleornorevenue/profit
, p
ineffective,ornobusinessplan
limitedornosalesleadership
stilltoomuchoverhead
till t h h d
 Advertisers Content
National,Regional,Local LocalMediaEcoSystem Laidoffjournalists&photographers
TraditionalMedia
Movingdollarsonline
BusinessModelsthatSupportLocalJournalism Indiesites&proambloggers
Proactiveplanthatexploitseconomicpressures N i f & bi d i d f d
News,info&pubicdomaindatafeeds
Enableslocalcommerce,thatsubsidizeslocalnews Community&citizenparticipation
Agy com LocalAdNetwork
Provenrevenuemanagementsystems(RMS)
Movequickerfrominvestorsupport,toselfsupport
Leverageefficienciesofoutsourcingandopensource Revenueshare
Fees Traditional&Digital LocalAdNetwork Agencycommission
MarketingServices Multipleonline&offlinerevenuestreams
Scalablevianetworks,franchising&coops
S l bl i t k f hi i &
Sales,Marketing,Training,Tech Coop
Revshare Selfserve,Outboundtelesales &BusinessSupport Efficiencies

Fees,sponsorships RMS&CMSPlatforms Licensingfeeand/orrevenueshare

Events&TrainingWorkshops
leadaggregation

Stringer&SyndicationServices PerDiem&fees

Creative Hyper-Local Marketing

MarketingAgencies Outsource/Fees Outsource/Fees Promotions
News Community,
News, Community Services & Support
forIncubator
Video,IndieProducers
Video IndieProducers Event,Contesting
Event Contesting
Designers&Developers Local, Media Markets Social

Fees Traditional&DigitalMarketingServices
DestinationSite Commission,fees&revshare
Aggregation,Curation,Editorial Display,search,leadcapture
R
Revshare,Agy
h A com L l Ad N t
LocalAdNetwork
k
CoopResources Mobile,RSS,Email,Social Adsupported
Licensingfee,Revshare CMS&RMSPlatforms ForIndependentBloggers&Sites
Sponsorsupported
Salessupport,network&services Events&promotions
Fees Stringer&SyndicationServices and/orfees
Contentnetwork&syndication
Tech&backofficesupport
Prevettedplatforms&apps
Traditional&PublicMedia RepresentationandInvestments
LocalCommunity&Readership
Growingneedtoreducecosts,
WhatifNewspapershutsdown?
increaselocalcoverage&revenue Centralhubforpublicaffairs&localinformation

PropertyofMelTaylorMedia.June14,2010 www.MelTaylorMedia.com
 hyperlocal
yp
bestpractices

LeadbyRevenueorientedPublisherorEditor
1. Profitabilityfirst,thenoperations,followedbyeditorial/content
2. Runsiteasastartupbusiness
3. ThinklikeanentrepreneurNOTjustamanagerorjournalist
4. Borrowtacticsfromonlinerevenueleaders
 hyperlocal
yp
bestpractices

RunningExtraLean&efficientw/Content&Platforms
1 Aggressivelystripout&reducehardcosts/expenses
1. Aggressively strip out & reduce hard costs/expenses
2. 24/7newscycleviaTwitter&otherrealtimetools
3 Aggregation&curation
3. Aggregation & curation
4. Opensourceplatforms,software&applications
5 Outsourcecontent:feeds,blogs,indiejournalism
5. O t t t f d bl i di j li
6. Dataaseditorial/content
7. Localnews&dataascommoditylossleaders
 hyperlocal
bestpractices

Advertiser&SponsorFriendly
1. Enablinglocalcommerce
2. Advertisingascontent
3. Impactfuladunits
4. Removalofgarbageadnetworks
5. Feetonthestreet salesefforts
6 LocalbizeducationviaWebworkshops
6. L l bi d ti i W b kh
7. Selfserve&outboundtelesales
8 AbilitytoshowquantifiableROI
8. Ability to show quantifiable ROI
9. Local&regionaladvertisingnetworks.
hyper local
hyperlocal
bestpractices

NontraditionalRevenueStreams
1. Revshare
2. Transactionfees&ecommerce
3. Freemiums&upsells
4. Offlineinitiatives&liveevents
5. Marketingservicesforsmallbusiness
 hyperlocal
yp
bestpractices

Training,Management&CompensationOverhaul
g, g p
Comprehensive&regulartrainingofstaff
Private,customweb
Private, custom web trainingforhighlevelexecs
training for high level execs
Mandatorybudgetswithbonus&penalty
Managersleadbyexample,notfrombehinddesk
Managers lead by example not from behind desk
 hyper local
hyperlocal
bestpractices

Seed,Syndicate,Socialize&Mobilize
1 Morethanjustadestinationsitestrategy
1. M th j t d ti ti it t t
2. Leverage&monetizecontentanywhere&everywhere
3. Encourageformation,andleveragingofaffinitygroups
 hyper local
hyperlocal
bestpractices

DatabaseMining&VideoAdoption

1. Financialandeditorialappreciationofwelldefineddatabases
2.. Sales
Salesbasedusesofvideo;onlineinfomercials&advertorial
based uses of video; online infomercials & ad vertorial
 yourpaper.com
whatisit?

1. news&infosite
2. newspapersite
3. community/citysite
 whysotough
togrowweb
traffic+revenue?
 llocall
business + audience
business+audience
have more choices
havemorechoices
newspapers under attack
newspapersunderattack
fromwebonly,pureplays
Q:Wherearethesebannersrunningnow?
Q Wh h b i ?
A:NOTonthemajornewssitesinAlbany.
thebannersarerunningonanindieblog
AlbanyMommysells:
banners
b
sponsorships
emailblasts
eventmarketing
event marketing
BEWARE
 localbusiness
advertisingonnationalsites

via
geotargeting
 LOCALad
onnationalsite

39
 localbusinessusing
twitter facebook & email databases
twitter,facebook&emaildatabases
 pizzashophasfollowersontwitter.
ownerwantstodriveimmediatebusiness:
hesendstweetfreetoppings&soda2nite7pmid
 bigger notalwaysbetter
not always better

stop growing
stopgrowing
lovalue,commoditypageviews

start growing
startgrowing
highadvertiservalue,content
 whyanonline
y
adinventoryglut?

print newspaper:
printnewspaper:
layoutadsfirst
then fill NEWS
thenfill NEWSHOLE
HOLEw/content
w/ content

onlinenewspaper:
li
create&uploadcontentfirst
trytofillalwaysvariableADHOLE
 do not
donot
bonus or compensate
bonusorcompensate
basedon
pageviews&uniqueusers
i & i

doyoubonusbasedonamountofcontentcreated
tofitintoyourpaper?

..ofcoursenot
 instead
instead

b
bonus&compensate
& t
on revenue & profit
onrevenue&profit
newsrooms&webproducers
newsrooms & web producers
shouldbuildwebcontent
basedonreader&revenuepotential
multiple uses
multipleuses
Rte9isclosed
BreakingNews FireonBroadstreet
Mayorresigns

Deal of Da
DealofDay
Adsupported
Coupondownload
Promotions
WinTrip

Standbyratenowavail
Marketto
Home Slider now avail
HomeSlidernowavail
Advertisers
Springspecial50%off
 24/7newsroom
24/7 newsroom

1 subscribetotweets
1. b ib t t t
followviasmartphone

2. newspaperhomepage
embedonhomepage
reporterscanquicklypostnews
EmbeddedTwitterfeeds
allowreporterstoeasilypost
breakingnews

Turnsyoursiteinto
24/7webfirst
24/7 webfirst
NewsDestination
 how local biz
howlocalbiz
decidestobuyweb

design
editorial
twitter
facebook
video
AD i
ADmix
dotheysee
do they see
localcompetitors?
p
usePRINTSPEAK
whensellingweb
notgeekspeak
confusingforclient
&thesalesrep tech
cpm
pageviews
uniques
leaderboards
clickthrus
click thrus
weirdvocabularyy
 overcoming
overcoming
objections

Not Paper Already

WebStinks
Interested Stinks haveSite

Triedit.
Alreadyon Too DontSee
Didnt
Google Expensive Ad
Work
 purchase funnel
purchasefunnel
awareness

newspaper & web

newspaper&web
productawareness
consideration
messageawareness
brandpreference preference

googlesearch purchase
InternetPrimeTime
MonFri9a5p
local newspaper
localnewspaper
king of promotions
kingofpromotions

print+web+promotions=revenue
70% of Super Bowl Advertisers
70%ofSuperBowlAdvertisers
usedintegratedpromotions
(2008cpg)
 print

targetedemail
onlinepromotion
integrated
integrated
newspaper
campaign
builddatabase downloadcoupon
joincontest
watchvideo
h id

d t
datacapture
t
iidon
donttsee
see
mybanners
y
 target
target
impressions
p

pickdaypart:9a3p
pickday:friday
picksection:sports
pick section: sports
 d mb practice
dumb

adnetworks
on home page
onhomepage
&sectionfronts
 thinkaboutit

newspapersarecareful
aboutwhogetsafrontpagead
intheirprintproduct
(handselectedbusinesspayspremium)

buttheydontfollowthesamesmart
y
rulesaboutadplacements
intheironlineproduct
notsmart
t t
poor results
poorresults
poor banner design
poorbannerdesign

Design
g yyour banner as if:
Speed by at 70 mph
2 seconds of attention
design goodorbad?
design good or bad?
format

AD it
ADunits
smart practice

easiestadunittosell
i d i ll
slidingbillboard
lidi billb d
 not smart practice
notsmart
quoting monthly
quotingmonthly
insteadofweeklyrates

sounds IIcan
canttafford
afford
expensive $400permonth

sounds Icanhandle
reasonable
$100 per week
$100perweek
 localadvertiser
local advertiser
education

web advertising 101 seminars

webadvertising101seminars
forlocalbusiness
 why?
y web 101 seminar
benefits to local newspaper

an educated local business buys

y more web
> the consultative approach

immediate & LONG-TERM web revenue

better than a cold call
superior, qualified lead generation
newspaper sales-rep
sales rep training included
 mel taylor
y media
testimonials

Our Web 101 for Small Business seminar was a huge success.
$140,000 in new revenue and signed 26 NEW advertisers
Increased average revenue per account by 18%.

Mel is charismatic, well spoken and easily captures attention of the crowd. He takes the time to build a
story that can make the most difficult concepts seem easy
easy.

Before the client seminar (where Mel trained our sales staff) he addressed the most common
objections. Mel helped give the sales staff more confidence, and made them fully prepared to sell.

At the client seminar, Mel engaged the audience, spoke in terms that made them comfortable, and
made professional reference to promote our Newspaper website, without losing credibility as a
professional, outside consultant.

Dan Sarko ; VP of Interactive; Tribune Newspapers Pa. March 2008, October 2008
 mel taylor
y media
testimonials

We g
generated over $
$140k of new (q
(quarterly)
y) online business.
The seminar results far exceeded our expectations.
Mels presentation was also a very effective learning tool for our print sales staff,
reinforcing
i f i our iin-house
h web
b training.
t i i
One key to our success was Mels presentation style. He was able to build the
advertisers web comfort by using non-tech, easy to understand methods &
gy
terminology.

John DOrlando, VP Advertising; Orlando Sentinel

The New Workshop from Mel Taylor Media

Online Business 101

for Editorial, Newsrooms & Web Producers

When newsroom editors & writers understand

basic online sales & business models,
they create more advertiser-friendly & profitable websites
 Mel Taylor Media
popular WEB SALES programs
custom programs available upon request

Web Revenue Boot Camp for Local Media (1 day in market, suggested agenda)
8a-9:30 Competitive Online Environment
9:30-11a Web Sales 101; vocabulary, ad units, overcoming common objections
11a-12:15 Pricing, packages, cross-platform
Working lunch: Web for Sales Management: Media kits,
kits one-sheets
one sheets, budgets,
budgets rate cards
cards, inventory
inventory,
job descriptions, compensation packages, category targets, & management by objectives
2p-3p: Web Sales 101 for Editorial, programming, and newsroom staffs. Content that sells.
3p-4p: Web-masters and Web Producers; sales-friendly sites

Web Marketing 101 Seminar for Local Business

In-market visit 4 wks prior to seminar, includes Web Revenue Boot Camp Total Price
Half day of additional rep training, day before seminar
Up
U to
t 3 local
l l business
b i seminars
i in
i ad
day. (O
(Optional
ti l iin-field,
fi ld 4 llegged
d sales
l calls)
ll ) $9 500
$9,500.
Close business on the spot plus travel
Video clips from recent event here: www.MelTaylorMedia.com

Web Revenue Effectiveness Audit

We do a deep dive into your current digital sales efforts & your local markets competitive environment.
Key deliverables include a comprehensive set of recommendations & specific instructions on implementation.
 meltaylormedia
web
webadvertising101
advertising 101forlocalbusiness
for local business
successstories

&Cablevision
$
$146,000newquarterlybusiness
, q y
26newcontracts

$144,000newquarterlybusiness
41newcontracts
41 new contracts

Times Shamrock Communications

TimesShamrockCommunications
$238,000newannualbusiness
 runwebsite
likeaNewspaperbusiness
thinklikeaPublisher

1. profit
2. operations
3. editorial
inthatorder!
mandatory re think
mandatoryrethink

designtecheditorial
g
mustthinkrevenue too
 simple solution

1. lookforoutsideguidance
2. selecttacticsfromwebrevenueleaders
3 mixwithyouruniquestrengths
3. mix with your unique strengths
 HyperLocal
HyperLocal
RevenueStrategy101
gy
WeeklyNewspapers

MelTaylorMedia.com
Mel@MelTaylorMedia.com 2676255313
March26,2010