USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
Turning a profit with your news site
1. Fort Worth, Texas
March 10, 2011
Turning a Profit
with your news site
MelTaylorMedia.com
Twitter: @MelTaylorMedia
Mel@MelTaylorMedia.com
267-625-5313
2. Mel Taylor Media
How we help Newspaper
refresh
blow up
overhaul & rebuild
outdated web business models
9. Newspaper TOOLS
• Legacy
• Feet on street
• Local content creation
• Client relationships USP
Unique
Selling
• Brand familiarity Proposition
• Print / Traditional distribution
10. Newspaper TOOLS
• Video
• Social & Mobile
• Integrated / cross platform
• Large newsrooms
• Aggregation, Blog networks
11. Digital First
Aggregation
Twitter
Content RSS
Blog Posts
Curation
Seed
Print Website
Syndicate
12. Steps for
Success
• Understand Competition
• Know USP
• Leverage Digital for Share
13. FAIL
Online Journalism/Content
looking for
Revenue Models
SMART
Proven Revenue Models
that support
Online Journalism/Content
14. Limited, Hard News Watch Dog Community
Direct Advertiser Support
Soft Content & Services Journalism Support System
Subsidize Hard Content
(Just like in Newspapers)
Ad & Content Networks Syndication
Offline Revenue, Events Digital Marketing Services
Revenue Friendly PLATFORM
Soft Content & Services Sponsored Features Advertorial
Ecommerce Web 101 Workshops
Video, Social, Mobile Directory, Classifieds
Sustainable Journalism - Platforms & Systems
3/14/2011 MelTaylorMedia.com
25. 1. Compensation RUN
2. Management
3. Simplify inventory
WEB
4. Apply pressure LIKE
5. Raise Rate PRINT
26. Skepticism
Online deals = small
Print sales = big
• Online is small %, but fastest growing
• Advertisers moving larger % to web
• Outsiders talking to clients. They’re buying
32. Overhaul Comp
• Revenue per rep & manager
• New business per rep (per month)
• Grow % of current clients using web
• High commission rate: new clients
• Lower commission rate: transactional
• Bonus & PENALTY
55. Over 800 Sites…so far
555 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
56. 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
57. Why is Patch doing this?
• AOL’s dial-up dead
• Need new revenue
• Local media downsizing
• 50% of local budgets on sideline
• Local media protecting legacy biz
58. Will Patch Succeed ?
• Who knows
– Doesn’t matter
• Patch is more proof…
– Local dollars up for grabs
59. Deadly Mistake
only focus on….
• traffic
• community
• banner ads
• journalism skils
77. Editorial
Pay & Positions
o Local Editor; $40k
o MacBook Pro, camera, smart phone, police scanner
o $500 freelancer budget per month
401K match
o Regional Publisher; $80k Performance bonus
Medical & Dental
o Regional Editor; $80k
o Oversee group of 12 Patch sites
78. SALES
Pay & Positions
o Ad Manager; $60k base
o 5k signing bonus 401K match
Performance bonus
o 90k at plan Medical & Dental
o Cell, laptop, wireless card
o Budget
80. Current Ad Offers
o Flat fee for SOV (share of voice)
o Free Classifieds
o Small fee $20 auto & jobs
o Directory up-sells
o Fee to post coupons
o Newsletter Ads
o Video Profiles $800
81.
82.
83.
84.
85.
86. Huffington Post
The great roll up begins
similar to isps, cable, radio, newspaper
• Profitable
• Pageviews & uniques
• Management success
• Leverage rules of web 2.0
• Technology implementation
• Social, viral , commenting
88. Warren Webster
about Outside.in acquisition:
“We really believe in the model we have right now,
pairing local journalism w/ tech and efficiency of scale.
Outside.in : outstanding technology to scale even faster.
[They have] tools for journalism to make us more robust; a
fantastic group of engineers, product people, and business
people.
108. Pandora
o 60 million users
o About half of all Internet listening
o Avg 13 hrs of listening
o $50 mil revenue.
o 45 of top 50 national advertisers
o Growing sales force
o San Fran, NYC, LA, Chicago, Detroit, Dallas, Atlanta
109. Pandora
Targeting of local ads
on NATIONAL SITES
o Geo-targeting
o By format
o Audio, Video, Display
o Mobile
116. o No upfront costs
o Call center pitch local business
o Use TV’s call letters
o Rev share approx 60% to DataSphere
117. Don’t help them
Don’t run their ads
Post tease & link back to site
Post tease & link back to site
118. 75%
of Deal Market
Average User
Single
Female 18-34
Income: 70k+
Users
2008: 400 k Employees
Dec 2009: 124
2009: 1.5 mil
Dec 2010: 3,100
2010: 40 mil
126. think about it…
newspapers are careful
about who gets a front page ad
in their print product
( hand-selected business pays premium )
but… they don’t follow the same smart
rules about ad placements
in their online product
133. National Ad Networks
3rd Party Ads, Remnant, Google Ad Sense
1.Found money
Good: 2.No upfront costs
1.3rd party reps inventory
Bad: 2.Inventory glut lowers pricing power
3.Local business gets on site…cheap
4.Commoditize your inventory
134. National Ad Networks
REMOVE
home-page & section fronts
• Day-part
• Secondary sections
• Below fold
• Non-prime positions
135. How GREAT sites
lose money
> No Super-Premium Ads
> The only local ad is pushed
outside of content area
> Low CPM ad networks
sucking up home page
of this otherwise strong
news-site.
136. danger of ad networks
Ad unit
designed to
look like
editorial
137. TV Promo
Great TV Station in prime position
losing web dollars
on HOME PAGE
Sales/Marketing
Promo
Marketing Promo
in prime position
TV Promo
in prime position
3 home-page units !
Would TV run nothing but devoted to DEALS
non-paid promos & remnant ads
in 11p newscast?
Sales/Marketing
No.
Promo
Then why do it online..
on this PREMIUM page?
Sales/Marketing
Low CPM Promo
3rd Party Ad net
142. Overcoming
Common Objections
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
157. Reach Philly….in Print & Online
PW.com - AT WORK DAYPART
________% of Philly (ages 18-54) are online PW.com features:
________% of (18-54) that use online for entertainment • High profile display ads
________% of (18-54) that use online for local info • Custom Sponsorships
• Audio & video ads
PW.com delivers:
• Contests & Promotions
______ Page-views per month • Database & lead capture
______ Unique readers on computer or mobile • Social Media & Mobile
• Email
____ Email Subscribers
____ Facebook Fans
____ Twitter Subscribers
DEMO ONLY
158.
159. Reach Philly….in Print & Online
PW.com - AT WORK DAYPART
•Testimonials
•Quick case study
•Logos of current online advertisers
•Local advertisers looking great on site
DEMO ONLY
160. How Local Biz Decides
to buy your site
• Reads your newspaper
• Pageviews, CPM, Price
• Design
• Awards
• Twitter & Facebook & Video
161. Ad Mix
do they see
local business
& competitors?
191. Manage Expectations
Brand Awareness
3 Campaign
- Boston Pizza Logo
Objectives
Message Awareness
- Boston Pizza; 3 locations. Now in Braintree
Direct Response
- Accountable performance
- Show (redeem) text message for free topping
206. SELL Current Print Clients
Print Sales Superstar
Wins Sales Contests
Hits Budget w/o Web
His clients would
buy Web if….
• offered consistently
• offered with passion
• offered as a ‘great idea’ (not just banner ads)
207. Use Classified Call Center
to set appointments
• Cold calling is weak
• Keep sellers on street
• Use classified dept
• Consider outsourcing to call center
212. Starter Web Sales Plan
• Designate premium HOME PAGE unit
• Sell 24 hour exclusive
• Limit inventory…7 only…Pick a day
• Pricing
• Flat Fee
• Raise rate as you sell out
• 12 week commitment
213. Overhaul
Compensation
• Revenue & New Business
• Per rep & manager
• Per month
• Commission
• 25% or more for new biz
• 10% or below for transactional
214. 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
217. Multiple Uses
Breaking • Rte 9 is closed
News • Lady Gaga tix on sale Friday
• Red Sox beat Yankees 99-0
• Deal of Day
Ad-supported
• Coupon download
Promotions
• Win Trip
• Stand by rate now avail
Market to • Home page unit now avail
Advertisers
• Spring special 50% off
224. Advertisers Content
• National, Regional, Local Local Media Eco-System • Laid off journalists & photographers
• Moving dollars online Business Models that Support Local Journalism • Traditional media news
• Indie-sites & pro-am bloggers
• Enable local commerce to subsidize local news • Info & pubic domain data feeds
Agy com Local Ad Network • Community & citizen participation
• Proven revenue management systems (RMS)
• Move from investor/foundation support, to self-support
Fees Traditional & Digital • Leverage efficiencies of outsourcing & open-source Local Ad Network Revenue share
Agency commission
Marketing Services • Multiple online & offline revenue streams
Sales, Marketing, Training, Tech Co-op
& Business Support Efficiencies
Rev share Self-serve, Outbound tele-sales
RMS & CMS Platforms Licensing fee and/or revenue share
Fees, sponsorships Events & Training Workshops
lead aggregation
Stringer & Syndication & Licensing Per Diem & fees
Creative
Outsource / Fees
Hyper-Local Incubator Outsource / Fees
Marketing
• Marketing Agencies • Promotions
• Video, Indie-Producers News, Community, Services & Support • Event, Contesting
• Designers & Developers for Local Media Markets • Social
Traditional & Digital Marketing Services
Fees
Destination Site Commission, fees & rev-share
Aggregation, Curation, Editorial Display, search, lead capture
Local Ad Network
Rev share, Agy com
CMS & RMS Platforms
Co-op Resources Mobile, RSS, Email, Social Ad supported
Licensing fee, Rev share For Independent Bloggers & Sites
Sponsor supported
• Sales support, network & services Events & promotions
Fees Stringers, Syndication & Licensing and/or fees
• Content network & syndication
• Tech & back-office support
• Pre-vetted platforms & apps
Traditional & Public Media • Representation and investments
Local Readership
Growing need to reduce costs,
• What if Newspaper shuts down?
increase local coverage & revenue • Central hub for public affairs & local info
Property of Mel Taylor Media. OCT. 1, 2010 www.MelTaylorMedia.com
225. Soft Content & Services Subsidize Hard Content
(Just like in Newspapers)
Limited, Hard News Watch Dog Community
Direct Advertiser Support
Journalism Support System
Ad & Content Networks Syndication
Offline Revenue, Events Digital Marketing Services
Revenue Friendly PLATFORM
Soft Content & Services Sponsored Features Advertorial
Ecommerce Web 101 Workshops
Video, Social, Mobile Directory, Classifieds
Sustainable Journalism - Platforms & Systems
3/14/2011 MelTaylorMedia.com
232. Integrated & Separate
Sales Reps
• All reps as super sellers
• Slowly grow web-only force
• 1 point of contact for client
• Offer many solutions
• Reach & power of all platforms
233. Tools For Traffic
SEO, Title Tags
Keyword rich
Syndication, RSS Tapping These ?
Share / Social
Flickr, YouTube
235. online video
that pays
Remember all that video stuff
you bought for the newsroom?
Take back half of it, and give it
to the sales department.
236. 4 Types of Video
• Story extender
• Story teller
• Gotta see it, to believe it
• Client promo / demo
237. Online Video
Best Practices for Revenue
• Pre-Roll
• Frequency cap
• :10, :15, or :30 based on length
• No video? Use static billboard
• Lower Third
240. Newspaper USP
unique selling proposition
What can Newspaper offer…
that PATCH & OTHERS can’t ?
241. Re-think
EVERYTHING
• Vendor Deals
• Aggregation & RSS Reduce Costs
• Local Indie-Journos via
• CMS Platforms > Open Source
• Local Ad Networks > Crowd Source
• Sales-Based Video > Revenue Share
• Management
242. The New Workshop from Mel Taylor Media
Online Business 101
for Editorial, Programming & Web Producers
When content creators understand online business models…
they create more advertiser-friendly & profitable websites
243. mel taylor 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.
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
244. mel taylor media
testimonials
We generated over $140k of new (quarterly) online business.
The seminar results far exceeded our expectations.
Mel’s presentation was also a very effective learning tool for our print sales staff,
reinforcing our in-house web training.
One key to our success was Mel’s presentation style. He was able to build the advertisers’
web comfort by using non-tech, easy to understand methods & terminology.
John D’Orlando, VP Advertising; Orlando Sentinel
245. mel taylor media
testimonials
o Your knowledge and experience in what works, and what doesn't, to generate online revenues is sorely
needed in the Broadcast industry. Your recommendations are simple, practical, and can be executed
immediately. Feedback from attendees was as high as we've ever gotten.
John Potter VP Training; Radio Advertising Bureau
o As an event planner, I have the opportunity to place many different types of speakers on various industry
programs. Rarely do I encounter a speaker of the caliber of Mel Taylor. Not only is he extremely
knowledgeable in and well-prepared for his subject matter, he is also a very entertaining speaker and a
pleasure to work with. He is an asset to any program.
Marsha Stoltman; America East Newspaper Conference
o Mel, Thank you so much for helping Clear Channel Philadelphia take 100% share of the “Cirque Du Soleil”
Theatre buy. $60 thousand dollars for us! Your “integrated marketing approach” blew the client away. We
even took $10,000. of their print budget ! The client said they were VERY impressed with your presentation
and program, ….and they don’t impress easily !
Tara Kelly, Clear Channel Radio
o Mel Taylor has sold new media for newspapers, radio and television, and knows what it takes to get past low
CPM’s and remnant ads. We hired Mel Taylor Media at WTEN in Albany and saw immediate benefits. In
addition to innovative internet training and development for our sales team, Mel worked closely with the
news director and web developer. Our site now looks better and is more appealing to our advertisers as well
as our viewers. The best part: revenue is up. Mike Sechrist, WTEN TV, Albany, NY
246. Mel Taylor Media
success story
Results: 90 day web-sales initiative
2008 2009 Increase
February $71,813 $134,847 88%
March $97,304 $160,756 66%
April $110,000 $164,475 49%
247. Fort Worth, Texas
March 10, 2011
Turning a Profit
with your news site
MelTaylorMedia.com
Twitter: @MelTaylorMedia
Mel@MelTaylorMedia.com
267-625-5313
