California Newspaper Press Assoc

1. California Newspaper Publishers Association
Press Summit May 5, 2012 San Jose
Profit-First Digital
MelTaylorMedia.com 267-625-5313

2. Mel Taylor Background

3. You Know
How to Win

4. Print
First
Hybrid
Digital
First

5. March 2009

6. Wrong Question
If Newspaper shut down….
What would take it’s place?
2009

7. Right Question
Do Advertisers Care About News?
2009

9. FAIL
Online Journalism
looking for
Revenue Models

10. SMART
Proven Revenue Models
that support
Online Journalism

11. 2 Masters
• Reader
• Advertiser

12. Journalism
Pageview
CPM
Social
Followers
Newspaper
Needs
Apps
Mobile
Paywalls

13. Search
Promotion
Small
Business
Needs
Video
Web
Presence
Social
Database

14. News
Not a Business Model

15. 3 step plan
• Run Web like Business
• Understand Competition
•1. Reduce costs
Leverage Digital
– Operational Efficiency
2.– Increase Revenue Share
IncreaseShare share
print
– Increase Audience
3. Tap new revenue

16. Core Business
Newspapers
Journalism
Communications
Advertising
Enable Commerce

17. Protect
Local Business
Relationship

18. Run Web Like Print
Think like Publisher / Owner
1.
2.
3.
Profit
Operations
Editorial

19. Common Errors
Salaried exec in charge
Research for sales direction
Over-reliance on vendors
Poor inventory management
Clunky and limited CMS

21. Digital
Operations
Manual
Do you have one?

23. Digital Ops Manual
How we do it
Style guide
Process
System
Rules

24. Who’s in Charge
How many in charge of web?
Salary or performance based?

25. Who Should
Manage Web?
ONE PERSON
compensation & job security
tied to web profit

26. Who Drives
Digital Bus?
Someone like this?

28. Who Runs Website?
Mandatory Skill Set
1.
2.
3.
4.
5.
Think like Publisher
Entrepreneurial
Biz-Dev & Direct Sales
Digital DNA
Traditional Marketing

29. Who Runs Website?
•
•
•
•
•
Webmaster
Designer
Editor
Marketing
Vendor

30. Tells you…
what you can
and can’t
sell online

31. Ask Pressmen
about print ads
you can sell ?

32. Bad user experience
Platform can’t do it
We don’t offer it
Always done this way
Don’t have time
Too expensive

33. Beware
• We hit our web budget
• Web rev up 500 %
• Web traffic is strong
• 50,000 Facebook Fans

34. Research

35. Get Online

37. Irvine, Bakersfield, Sacramento

46. FREE Local Plan 1st year
• 3-page website
• Domain name
• Website hosting
• Email support
Year 2 (per month)
• $4.99 site/hosting
• $2.00 domain
• Cancel any time

52. Reps Blind
Know how clients are
spending budgets?

53. Ask Client
1. Current marketing mix
2. Current digital mix
3. Digital you are considering
4. Who’s pitching you ?

54. Internal
Poison

55. Remove Bozos
Recent Online News Conference

56. Remove Bozos
Recent Online News Conference
http://meltaylormedia.com/2011/11/if-steve-jobs-ran-your-newspaper/

57. Meet Dick
Hi.
I’m Dick.

58. Meet Dick
• Print Sales Superstar
• Hits budget w/o Web
Hi.
I’m Dick.
• His clients buy web
• From competitors

59. Don’t Train
Sales Staff
• until system is ready
• until managers are ready
• train the trainer

60. Overhaul Comp
• Revenue per rep & manager
• New business per rep (per month)
• Grow % of current clients
• High commission: new clients
• Low commission: transactional
• Bonus & PENALTY

61. Compensation
•
Revenue & New Business
• Per rep & manager
• Per month
•
Commission
• 25% or more for new biz
• 10% or below for transactional

62. Integrated
Sales Force Structure
• All reps as super sellers
• 1 web champion
• 1 point of contact for client
• Offer many solutions
• Reach & power of all platforms

63. Local Sales
• Protect & grow your LOCAL staff
• Keep client relationships to YOURSELF
• YOUR managers as trainers
• YOUR managers do 4-legged calls
• Using imported sellers, makes rep look WEAK

64. Lower Costs
Person in Charge:
Financially motivated?
Get lowest cost & best features?

65. Huffington Post
• Traffic
• Low-cost
• Advertisers
• Profitable
$315m

66. Aggregation

68. How They Decide
• Reads paper
• Support Journalism
• Pageviews or CPM
• News coverage
• Social, Mobile, Video

69. Ad Mix
see local business
looking GREAT?

70. WEAK
Banner
Design
Creative

71. Design
Branding focus
No call to action
Why full URL ?
Why zip code?
Will you get credit ?

72. How to make it better

73. Banner Design good or bad ?

74. Banner Design
1.
2.
3.
4.
KISS
Clear graphics
Clear messaging
Understood in 2 secs ?

75. Banner Design
1. No web address
2. What is goal ?
> brand
> message awareness
> direct response
3. Call to action

76. Sales Kit
Easy to understand?
For local business & reps
Advertiser focused?

77. the Kit

78. Total Reach
In-Print:
Website:
Mobile
YouTube
Twitter
Facebook
Email
xxx,000
xx,000
xx,000
xx,000
xx,000
xx,000
xx,000
Total Reach: xxx,000

79. MySanJose.com
Reaching xx,xxx
San Jose adults each month
On-Air, Online & Marketing Services
for San Jose Area Business
How We Help:
• Brand & Message Awareness
Be seen, Get your message out
• Online Presence & Reputation
Looking good online
• Database Marketing
Customer email & Mailing Lists
• Online Couponing
Daily Deals, Promotions, Sampling
Who We Help:
• Yoga, Fitness & Health
• Beauty & Hair
• Boutiques & Retail
• Restaurants & Food
• Entertainment & Culture
• Family & Kids
• Contractors
•Doctors, Dentists, Lawyers
Success Stories……can MySanJose.com do this for you ?
Client Logo
Client Logo

80. Another Local Business SUCCESS STORY
How can MySanJose.com help you ?
BUSINESS NAME (Logo & picture of business)
• VERY brief description of business…. Location of Business
(BUSINESS NAME) CHALLENGE: (what they needed help with)
Restaurant launching new catering hall and menu. Needed help getting word out, having target
customers see upgrades to building, new menu , download new menu & coupon to sample food item.
PLAN ( media company name ) PROPOSED
• Large format banner on website home page, every Friday
• Custom promotion & contest to build email list, encourage sampling, Downloadable coupon
• Social media plan using Facebook & Twitter
• Produce video profile & ‘behind the scenes’ tour of business
RESULTS ( insert business name here )
• Built database of 500 using contest giveaway
• Raised brand & message awareness via:
• 750,000 banner impressions
• 400,000 logo sponsorships impressions
• 76,000 viewed video tour
CLIENT TESTIMONIAL
WOW! Linda and her team did a fantastic job helping us get the word out about____. We now have a
email list of 600 and 250 new Facebook fans. The video looked great on the site, and is also perfect for
our own website and Youtube channel. John Smith, Owner, Ocean Village Restaurant

81. Helping San Jose Business
In-Print & ONLINE

82. 3 Simple Packages

83. At Work Day-part
Internet Prime Time
Mon-Fri 9a-5p
Morning
6a-10a
Mid-day
10-3p
Evening
8-11p

84. Beware
Exercise
Caution
Intermediaries,
Middle men

85. Toll Taker
30% to Steve…
Proceed with Caution

86. Build business on land you don’t own
Share cropping

87. Rate Card
& Pricing
Supply & Demand
(not CPM)

88. Smart Practice
weekly instead of monthly rates
sounds
expensive
$ 400. per month
sounds
reasonable
$ 95. per week

89. Super Dumb
Protect ‘rate card integrity’
@ $10 cpm
and then…..
Sell unsold inventory
to ad networks @ $1 cpm

90. Pricing
Mon
Tues
Wed
Thurs
Fri
$100
$150
$175
Sat
Sun

91. Sweet Spot Pricing
• Designate a premium unit
• Sell 24 hour exclusive
• Limit inventory…7 only…Pick a day
• Pricing
• Flat Fee….Raise rate as you sell out
• Short commitment (3-6)

92. Inventory
Management

93. CPM’s

94. Inventory
Glut
How we build the paper

95. Dumb
Ad Networks
on Home Page
& Section Fronts

96. Remnant
Ad Network
on Home Page
Cause for Dismissal

97. Competitor
Remnant Ad
Competitor
Remnant Ad
Remnant
Ad

98. Competitor
Remnant Ad
on AUTO Page

99. Ad Units
& Placement

100. See any
Super Premium
ad positions ?

102. Expandable Pencil
Pencil Ad

103. Sliding Billboard
or
Expandable Pencil
or
Curtain Ad

104. Expanded
‘Sliding billboard’

105. Large Format

107. Your Site?

109. Newspaper
BLASTS
Tweets
Facebook
Email Alerts
Integrated
Campaign
Capture &
BUILD DATABASE
Facebook
Twitter
Mobile
Online
Promotion
Download Coupon
Join Contest
Watch Video

110. Client Education

111. TRIBUNE
Digital
Services

116. Web Marketing 101
For Local Business

117. Web Marketing 101
For Local Business

118. Remove
Geek Speak
• cpm
• pageviews
• uniques
wtf •
click-thru rate
• leaderboards
• pixels
• impressions

122. Community Newspaper (no website)
City Suburban News
Vs.
AroundMainline.com
Indie WordPress site

124. Indie-WordPress site
WINS
Beats:
• Philly.com
• City Suburban News
• Mainline Today

126. Community Newspaper w/ NO Website
Brigantine Times
Vs.
BrigantineNOW.com
WordPress site

127. www.BrigantineNOW.com

128. Competition
Surprising NEW Players
Going After Local Dollars

131. Hyper Local
-Ad Network
-63 sites
-PBS
-NPR
-Ad Agency

146. Multiple Uses
Breaking News
Ad-supported
Promotions
Market to
Advertisers
• Rte 9 is closed
• Lady Gaga tix on sale Friday
• Red Sox beat Yankees 99-0
• Deal of Day
• Coupon download
• Win Trip
• Stand by rate now avail
• Home page unit now avail
• Spring special 50% off

148. 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.

149. Media Kit
2 Yrs old
Leaderboard
should be called
TOP BANNER
Complexity
& Inside-Talk
Kills Sales
2012