The future of audiences

1. Future of Audiences
Wendy Hurwitz
VP/Audience Development
Sightline Media Group

2. Twenty years ago, it was inconceivable to think:
 Telephone lines would deliver TV programs
 Cable lines would deliver phone service
 The $15 billion newspaper classified ad business would die
 Few people would buy music CDs anymore
 Nearly 2/3 of the US population would own a smart phone
 Cell phones would transmit more texts than phone calls

3. Ten years ago, it is inconceivable now to think:
 The most trafficked site on the Internet, beating Google, was MySpace
 YouTube and Facebook were just getting started
 The iPhone and Android hadn’t even been invented

4. The online world has changed:
 In mid-2014, social media passed search engines as the biggest driver of
referral traffic for publishers
 More than 50% of web traffic in US is on mobile devices
 Now there’s a larger and more diverse selection of content online

5. Mobile dominates in military and defense:
Mobile
 14.1 million page views
 5.1 million unique visitors
Desktop
 8.9 million page views
 2.1 million UVs

6. The online world has changed
“In this new fragmented ecosystem,
distribution is just as important as the
publishers’ core traditional business
of content creation.”
Adam Singolda, founder and CEO, Taboola

7. Media consumption is fragmented
Source: Scribble Live, Visually

8. Why would you build for another platform?
 Follow attention of users
 Stay engaged with customers regardless of where they are
 Spend more time elsewhere
Why not throw everything you have
into your website, app and print product?

9. Video audiences are desirable
People who watch professionally produced Internet video have
a median household income of $76,300, up 9% from a year ago.
Younger adults (18-34) are twice as likely as adults 35-plus to
watch made-for-digital content.
Source: IAB 2016 Original Digital Video Study, March 15–24, 2016

10. Video growth is explosive
2016 (Jan-Aug)
 2.9 million video views
 8.4 million video impressions
 4.1 million viewed minutes
2015 (All)
 1.9 million video views
 10.1 million video impressions
 3.4 million viewed minutes

11. Distributed content: Facebook
119k views
709 likes
1,000 shares
MRE Magic:
187k views
750 likes

12. Facebook Livestream test
29k views
1,700 likes
350 shares
Service Member of the Year

13. Fully Resourced
Under Resourced

14. Content is more than news
 Distributed content
 Prioritization
 Repurposing
 Extending shelf life

15. Use technology to assist
 CMS and ESP drive personalized, 1:1 content
 CMS largely drives content prioritization
 Email programs are largely automated (news, circ, adv)
 CRM drives large part of advertising sales communications
 VDP drives personalized direct mail
 Geofencing for newsstand (future)

16. Sponsored content
 Industry experts +
 Sponsor =
 Added value
 Revenue stream
 Email collection
 Reinforces our expertise in key
content areas
 Content repurposed for white
papers, webcasts, social media
posts, etc.

17. Sponsored content, locally
 Experts: Staff contacts, HelpaReporter.com (HARO), etc.
 Sponsor targets:
 Targeted businesses that don’t want/need standard offerings (ex: chambers of
commerce, economic development groups, associations)
 Businesses that don’t spend enough on standard offerings (e.g., real estate developers,
financial advisors, attorneys)
 Businesses that want something new

18. Sponsored content, locally
 Most pubs offer breaking news
updates. Are you selling it?
 Covering a local trade show? Sell
print, digital & video
32
videos
filmed

19. Repurposing: more views, less work
Email lead gen
Website content
LinkedIn posts
Print article
E-book

20. Extending shelf life

21. Drive audience growth and
revenue opportunities using
a broader definition of content