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January 30, 2017 • Online Journalism Symposium, University of Texas
The Transformation of Business Models
Bob Benz, VP int...
January 30, 2017 Online Journalism Symposium, University of Texas 2
The challenge
• “Our panelists were not able to answer...
January 30, 2017 Online Journalism Symposium, University of Texas 3
Newspaper stocks: 2002-2007
January 30, 2017 Online Journalism Symposium, University of Texas 4
The lone wolf strategy
• New Century Network’s demise
...
January 30, 2017 Online Journalism Symposium, University of Texas 5
Running with the pack …
• Yahoo, Monster, Careerbuilde...
January 30, 2017 Online Journalism Symposium, University of Texas 6
Going beyond local news
• Newspapers Next initiative
•...
January 30, 2017 Online Journalism Symposium, University of Texas 7
23%
30%
36%
6%
5%
5 - Very
interested
4
3
2
1 - Not at...
January 30, 2017 Online Journalism Symposium, University of Texas 8
Turn to first when shopping online
Source: SmithGeiger...
January 30, 2017 Online Journalism Symposium, University of Texas 9
The corporate role
• Local autonomy
• Benchmarking, be...
January 30, 2017 Online Journalism Symposium, University of Texas 10
Benchmarking: KPIs
Online Summary Report: ewsnewsroll...
January 30, 2017 Online Journalism Symposium, University of Texas 11
Encouraging innovation
• Idea gets Phase 1 OK:
$500/i...
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Benz

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Benz

  1. 1. January 30, 2017 • Online Journalism Symposium, University of Texas The Transformation of Business Models Bob Benz, VP interactive, newspapers, E.W. Scripps Co.
  2. 2. January 30, 2017 Online Journalism Symposium, University of Texas 2 The challenge • “Our panelists were not able to answer the most pressing question on investors’ minds – when will the gains online offset the declines in print – but in fairness we do not believe there is an answer to that question yet.” • -- Lauren Rich Fine, Merrill Lynch
  3. 3. January 30, 2017 Online Journalism Symposium, University of Texas 3 Newspaper stocks: 2002-2007
  4. 4. January 30, 2017 Online Journalism Symposium, University of Texas 4 The lone wolf strategy • New Century Network’s demise • DIY approach to technology • Every market is an island
  5. 5. January 30, 2017 Online Journalism Symposium, University of Texas 5 Running with the pack … • Yahoo, Monster, Careerbuilder • Network effect • Technological lift • Leverage local sales strengths • National ad network • We’re too difficult to buy • Real Cities • Other emerging strategies
  6. 6. January 30, 2017 Online Journalism Symposium, University of Texas 6 Going beyond local news • Newspapers Next initiative • Scripps Entrepreneur Fund • RFP sales rep program • Local, local
  7. 7. January 30, 2017 Online Journalism Symposium, University of Texas 7 23% 30% 36% 6% 5% 5 - Very interested 4 3 2 1 - Not at all interested Interest in Using Local Search EngineInterest in Using Local Search Engine Ours to lose … 70% 55% 43% 43% 37% 26% 22% 15% 8% 3% A local newspaper web site A local television station web site Yahoo! A local radio station web site Google MSN AOL MySpace YouTube Other Type of Website Expect to Offer Local Services Type of Website Expect to Offer Local Services Source: Smith-Geiger study
  8. 8. January 30, 2017 Online Journalism Symposium, University of Texas 8 Turn to first when shopping online Source: SmithGeiger study 60% 25% 7% 1% 7% A specific retail site such as Amazon, Walmart, or BestBuy.com A search engine such as Google or Yahoo! A comparison shopping site such as Shopzilla, Shopping.com, PriceGrabber, or Bizrate.com A marketplace such as AOL Shopping or Yahoo! Shopping Other
  9. 9. January 30, 2017 Online Journalism Symposium, University of Texas 9 The corporate role • Local autonomy • Benchmarking, best practices • Sales support • Interactive training
  10. 10. January 30, 2017 Online Journalism Symposium, University of Texas 10 Benchmarking: KPIs Online Summary Report: ewsnewsrollup Time frame for dashboard: February Comparisons Standard Capacity KPIs: 2007 2006 +/- % Change Page Views 44,648,747 35,038,343 9,610,404 27.43% Visits 7,432,796 5,406,165 2,026,631 37.49% Monthly Unique Visitors 3,970,027 2,581,029 1,388,998 53.82% Standard Consumption KPIs: 2007 2006 +/- % Change Average Pages per Visit 6.01 6.48 -0.47 -7.32% Average Visits per Visitor 1.87 2.09 -0.22 -10.62% Avg. Inventory Consumption per Visitor 11.25 13.58 -2.33 -17.16% Average Minutes Spent 8.05 8.15 -0.10 -1.25% Site Bounce Rate 45.67% 38.98% 6.69% 17.16% Inventory Valuation: 2007 2006 +/- % Change Site Net Revenue $3,196,000 $2,610,826 $585,174 22.41% Inventory Contribution (Page Value) $0.0716 $0.0745 -$0.0029 -3.94% Yield (Average Visit Value) $0.4300 $0.4829 -$0.0529 -10.96% Average CPM Charge $71.58 $74.51 -$2.93 -3.94% Return Frequency Overview: 2007 2006 +/- % Change Return Visits 4,781,820 3,805,370 976,450 25.66% % Return Visits 64.33% 70.39% -6.06% -8.60% % of Return Visits < 1 day 58.18% 57.14% 1.03% 1.81% % of Return Visits < 1 week 30.77% 34.29% -3.52% -10.27% % of Return Visits < 1 month 8.07% 8.23% -0.16% -1.97%
  11. 11. January 30, 2017 Online Journalism Symposium, University of Texas 11 Encouraging innovation • Idea gets Phase 1 OK: $500/individual, $1,500 group • Move to next phase: $1,500 individual, $3,000 group

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