Beruflich Dokumente
Kultur Dokumente
Taylor Curley
refresh
blow up
overhaul & rebuild
outdated web business models
Mel Taylor Background
Run Web like Newspaper
Think like Publisher / Owner
2. operations
3. editorial
Editorial vs. Sales
Internal Conflict
FAIL
Online Journalism/Content
looking for
Revenue Models
SMART
• Make it impressive
• Drive page-views
• Win cool awards
• Sell more print
?
Ad Mix
do they see
local business
looking great ?
Print
News Hole
promo
LOGO
sections
Online
Ad hole
DUMB
National Ad Networks
( at local level )
REMOVE
from home-page & section fronts
Consider day-parting
danger of ad networks
Ad unit
designed to
look like
editorial
How GREAT sites
lose money
Online Video
show me the money
online video
that pays
•Jeanne Straus
Publisher/Owner:
9 Newspapers -border of PA NJ NY
•Mike Scobey
COO: Print -Calkins Media
Publisher: Doylestown Intelligencer
•Aimee Eckley
Director of Interactive
PA Newspapers / Times Shamrock
RUN ONLINE
LIKE PRINT
SAME RULES
SIMPLE First Steps
• Who’s in charge?
• Ask client about ad spend
• Compensation adjustment
• Pitch current print clients
• Simplify ads & packages
Steps for
Success
• Understand Competition
• Know Your USP
• Leverage Digital
– Cost Reduction / Operational Efficiency
– Increase Revenue Share
– Increase Audience Share
1. Compensation RUN
2. Management
3. Simplify inventory
WEB
4. Apply pressure LIKE
5. Raise Rate PRINT
USE EVERY TOOL To Grow
• audience share
• revenue share
Cannibalize Print ?
solving fear of
cannibalization
if we don’t
offer digital…
someone else will
Overhaul
Compensation
• Revenue & New Business
• Per rep & manager
• Per month
• Commission
• 25% or more for new biz
• 10% or below for transactional
Overhaul
Compensation
> Grow % of clients using web
> Bonus & PENALTY
• Don’t hit web ? Lose PRINT bonus
• Don’t hit web….all the time?
> Lose acct or job
Compensation
• 18 states
• Over 100 in California
• 73 in Massachusetts
• 40 in Georgia
• 30 in Philadelphia
• 3m uniques; Dec 2010
Launched in February 2009
Communities Avg size: 50-70k
PATCH Philly Regional Publisher:
Former Publisher @ Journal Register
Lehigh County
Bucks County
Main Line
Philadelphia
Region
Chester County
Today: 30
Summer 2011: 60
South Jersey
Delaware County
Will Patch Succeed ?
• Who knows
– Doesn’t matter
Groupon Newspaper
Not Already
Facebook Doesn’t
Interested have Site
Google Work
Tried it.
Don’t See
Cable No Budget Did not
My Ad
Work
At Work Day-Part
Internet Prime Time
Mon-Fri 9a-5p
Morning Evening
Mid-day
Total Readership
Newspaper: xxx,000
Online: xx,000
Total Reach: xxx,000
Website: xx,000 Unique / readers
Mobile: x,000 Apps, alerts
Total
Online Social: x,000 Facebook, Twitter
Email: xx,000 Opt-ins
YouTube: xx,000 Subscribers
Home Page
LARGE
Premium
Unit
Hyper Local
Blogger Network
Farm System
for Newsroom
Newspaper TOOLS
• Legacy
• Feet on street
• Local content creation
• Client relationships USP
Unique
Selling
• Brand familiarity Proposition
• Video
• Social & Mobile
• Integrated / cross platform
• Large newsrooms
• Aggregation, Blog networks
Newspaper USP
unique selling proposition
MelTaylorMedia.com
Twitter: @MelTaylorMedia 267-625-5313
Mel@MelTaylorMedia.com