A journalism project exploring the viability of establishing a peak body for online publishers and citizen journalists in Australia. For more information, visit http://www.karenpoh.com/future-of-news/australian-online-publishers-network/

1. Australian Online Publishers Network
Business Plan
Prepared by Karen Poh, October 2013
For more information, contact karen@karenpoh.com
https://www.linkedin.com/pub/karen-poh/28/b2a/436

2. 2
Executive Summary
The Company
The Australian Online Publishers Network is a not-for-profit peak body representing all
online publishers in Australia. The Network will play a critical role in an increasingly
complex marketplace by bringing order and sustainable solutions to an evolving and
convergent media landscape made up of a myriad of players from bloggers or “citizen
journalists” to established new media outlets.
As well as advocating and advising on issues and trends affecting the new media
industry, the Network will meet the needs of this new and emerging online publishing
industry through the provision of other services. These include:
! Training in journalism, business and IT that is relevant to publishers at various
stages of maturity;
! One-on-one consulting services aimed at helping new media entrepreneurs,
communities, universities and old and new media navigate the changing media
landscape in the digital environment;
! A talent agency helping online publishers ready to monetise engage advertisers;
! Publisher and Supporting Member memberships connecting online publishers
with each other as well as with the organisations that provide products or
services to support the industry; and
! Events for industry to share knowledge, network and celebrate achievements.
Market Potential
Not only has online overtaken print as the primary medium of news consumption, the
Network’s market research shows there is a market for local news. In particular,
Australian sites providing local online content are regarded as being more relevant.
On the other side of this dual market, companies and advertisers are forecast to
increase their investment in digital media advertising as audiences migrate online. While
this is so, online publishers, who no longer own the platform or channels for distribution,
will need to compete with those who do, such as Facebook and Google. What online
publishers can offer to advertisers however, is the opportunity to communicate targeted
messages to deeply engaged audiences.
According to the IAB PwC Online Advertising Expenditure Report, total online
advertising expenditure was $3.6b in 2012-13, of which $954m (26.5 per cent) was
attributed to General Display, which includes advertising such as banner
advertisements of many different sizes and formats, affiliate marketing programmes,
partnerships, sponsorships, emails, video, mobile and social media advertising.
As this is a relatively new development, both advertisers and online publishers have little
experience working with each other, and knowing what that process should look like.
Based on market research and network conversations, we have identified
approximately seven discrete customer groups, who have as a priority reaching
established bloggers, new and emerging start-ups and small to medium-sized outlets.
For more information, contact karen@karenpoh.com
https://www.linkedin.com/pub/karen-poh/28/b2a/436

3. 3
Competitive Advantage
The Network fills a gap in the market. The issue isn’t just about access - existing
services currently don’t meet the unique and various needs of online publishers. The
Network adds value by curating and aggregating services, and acting as an
intermediary for online publishers and advertisers, as well as businesses providing
services to support the industry.
The Network’s advantage over other representative bodies will be in its emphasis on
revenue optimisation as the core of its mission, helping online publishers monetise at
every stage of their development, be it through training and consulting or the Network’s
talent agency.
In addition, the Network also anticipates the need to address the issue of diversity in
media regulation and content standards in a convergent media environment whereby
commercial and the non-commercial, mainstream media and citizen journalism, all co-
exist in the same online space. A body like the Australian Online Publishers Network will
address these needs by raising content standards through training that is relevant to
the broad spectrum of online publishers from user-generated content creators to
established new media outlets, and encouraging diversity and sustainability by
supporting local online publishers in their efforts to monetise.
For more information, contact karen@karenpoh.com
https://www.linkedin.com/pub/karen-poh/28/b2a/436