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Digital Revenue Solutions for
                Newspaper, TV, Radio
                    & Hyper-Local




and….




        MelTaylorMedia.com
           Updated 12/22/2010
• Help Wanted
                  What Newspapers
• Real Estate
• Auto
• Coupons
                     Lost
                  over past 15 years
• Inserts
• Grocery
• Movie Studios
• Dominance
• Share
How to Beat Patch
• Poach Newspaper execs
• More advertiser choice
• Lower expenses
• Digital first
• Aggregation
Agenda

•   Who, What, Why
•   Potential plans
•   How to beat them
•   Other competitors
Web
Why Newspaper
 & Local Media
  Still Struggle
and how Patch can take local share…
Cannibalize Print ?
Web?
I’m thinking retirement…
       bee-yatch !
College Professors
                      & assorted brainiacs




“searching for sustainable business models…yada, yada …crowd-sourcing
…entrepreneurial journalism...community engagement…yada yada…
grass roots via cloud…..yada…let’s do some more research….let’s tweet it…”
Hmmmmm…..
His lips are moving
so he MUST be saying
  something smart.
Um, yeah, Mel….thx for stopping by




• Our traffic is up
• We’re trusted news brand
• Patch is lame blog
• Our sales plan is just fine
• Our VP Interactive speaks on many panels
How to Beat Patch
Put The
Data Down

Hit The Street
NOW
No….but they’ll get a bit naughty
when they gotta hit their numbers
ROAD KILL ?
Local Bloggers   Paywalls
Local blogs
  & indie-sites
getting nervous?
Run Web like Newspaper
Think like Publisher / Owner



                               in this order !
   1.      profit
   2.      operations
   3.      editorial
What is                  ?
 Tim Armstrong
                 • AOL’ s Hyper-local play
                   to grab local ad dollars
                 • Run by ex-Googler
     John Brod
                 • Editorial & tech first
                 • Sales ramping up
Warren Webster
Why is Patch
                doing this?

• AOL’s dial-up dead
• AOL’s content-play struggles
• Need new rev stream
• They see local media downsizing
• 50% of local web budgets, still on sideline
• Local media protecting legacy business
Patch: Priority Plan
• Local news source
• Trusted community partner
• Newspaper replacement
• Create excellent journalism
Local Ad
 Dollars
Local Online Advertising Share



                      Online Only
                                                       Online Only
                      Pure Play
                       47.2%                           Pure Play
                                                         51.7%
          Newspaper
                                    Newspaper
           27.7%                     23.6%




                   2008                         2009

Borrell
600 Sites…so far
   (105 in California)
Communities                 Avg size: 50-70k


                                Delaware County
      Bucks County




                     Philadelphia
                                          Chester County


   Lehigh County




                           Main Line
Growing like a Weed
Revenue Streams


• Local
• Regional
• National
Short Term Objective

• Frantic pace of roll out

• Get hooks into local market…
before others know what hit them

• TV, Radio, Newspaper, Yellow Pages…
won’t respond quickly?
How to Beat Patch
How to Beat Patch
Strengths
• Digital first
• No legacy baggage
  – Not protecting “way we always do it”
  – Not impeded by old school

• Cost effective content creation
• Variety of sales tactics
Weakness (for now)

•   Unfamiliar outsider
•   Questionable local sales savvy
•   Limited local relationships
•   Clunky corporate structure
•   Not as nimble as YOU
Patch Open House
  Suburban Atlanta
Patch Marketing Staff…
  Freshest Breath in Town
How to Beat Patch
Pay & Positions
o   Local Editor; $40k
    o   MacBook Pro, camera, smart phone
    o   $500 freelancer budget per month
                                               401K match
o   Ad Manager; $60k
                                           Performance bonus
    o   Managing group of sites             Medical & Dental
o   Regional Publisher; $80k
o   Regional Editor; $80k
    o   Oversee group of 12 Patch sites
Sales Job Posting



o   Be local online ad expert for small business
o   Host WEB 101 seminars for small business
o   Attend chamber & trade functions
o   Convince buyers to shift budgets to digital
o   Visible presence in business community
Wanted: Online Sales Executive

You’ll be working closely with local advertisers, as their local online advertising expert. You’ll
know your own platform (and others) backwards and forwards so you can present complete
advertising solutions.

You may decide to host local seminar on how to achieve the best results by advertising web.

As the top local business executive, you will attend chamber and trade functions, get
involved in community groups, head up charitable efforts and maintain a highly visible
presence in the business community.

Local Online Sales Exec is responsible for advertising sales to businesses in local markets.
Will sell banner ads, e-newsletters, video & more. You will present promotional
opportunities and display options to store owners/management. You will handle ad sales,
inventory management and “own” the online advertising for assigned local markets.

As the Local Online Sales Executive you will also be responsible for assisting in coordinating
local event sponsorships and attending them, possibly on weekends.
POACH


• Newspaper
• TV
• Cable
• Yellow Pages
• NAA
• Bloggers
Current Ad Offers
o   Self-Serve for $15 cpm….discontinued
    o   Now: flat fee for SOV (share of voice)
o   Free Classifieds: merchandise, services offered
    o   Small fee $20 auto & jobs
o   Directory up-sells
    o   Enhanced video
    o   Fee to post coupons
o   Newsletter Ads
How to Beat Patch
No phone?
other
  LOCAL
competitors
Yahoo Local
• Now in 30 US neighborhoods
• California, Michigan, New York, San Fran, Brooklyn
• Content from local pubs
• Community reporters
• Feeds from other pubs
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
o   No risk… ‘only pay if people buy’
o   Customers not clicks
o   Performance
o   66 % open rate
o   Gets 50% of sales revenue
Crazy Growth   (said no to recent Google offer)


Many on this call are helping them


…..by running their ads
Groupon is HARVESTING your readers
HARVESTING
 your readers
How to Beat Patch
• Over 45 US markets
• Feet on street
• Search Engine Marketing
• Display / Banner
• Video
• Multiple digital solutions
• Active advertiser count   13,200 to 16,700

• Revenues up                $48m to $70m

• Add senior sales             143 to 246

• Add junior sales:            256 to 395
How to Beat Patch
How to Beat Patch
How to Beat Patch
Tags
Boost
Pandora
o   60 million users
    o   About half of all Internet listening
    o   Avg 13 hrs of listening

o   $50 mil revenue. Now profitable
o   45 of top 50 national advertisers
o   Growing sales force
    o   San Fran, NYC, LA, Chicago, Detroit, Dallas, Atlanta
How to Beat Patch
Pandora
Local Targeting of Ads
 o Geo-targeting

 o By   format
 o Audio,   Video, Display
Now Hiring
• Advertising Sales Representative - Oakland, CA
• Senior Account Manager - Chicago, IL
• Advertising Operations Technical Lead
• Inside Sales Manager
• Manager - Pricing and Yield Management
• Online Ad Trafficker
• Sales Planning Supervisor
• Senior Advertising Project Manager
• Senior Revenue Analyst
• Vice President - Research and Marketing
How to Beat Patch
o   Quickie hyper-local sites for local TV
o   No upfront costs
o   Call center pitches local biz in your name
o   Rev share approx 60% to DataSphere
o   Primary relationship w/client. Retains data
Outsourced
LOCAL Sales
DataSphere = Smart
WTSP TV = Dumb
How to Beat Patch
How to Beat Patch
How to Beat Patch
How to Beat Patch
How to Beat Patch
Take This Test
• What % of print clients buy web ?
• What % is sold local direct ?
• Plan to reach non-print ?
• Know marketing plan of clients?
• Are your managers in the field ?
slaughter
   Web Sacred Cows
• Need more page-views
• Editorial controls site
• Remnant, 3rd party ad networks
Beware the BS

• We hit our (very low) web budget.
• Web rev up by 500%. (off low comps)
• Web traffic is strong. (distraction from profit margin talk)
• We’re doing fine. (compared to other industry losers)
• Print is where $ is. (yet, web is fastest growing rev stream)
Newspaper USP
       unique selling proposition




What can Newspaper offer…
that PATCH can’t ?
Newspaper USP
• High % of local reach
• Feet on street
• Local content creation
• Client relationships
• Brand familiarity
• Print / Traditional distribution
How Newspaper Wins


Combine Newspaper USP
         with

   New Digital Tools
BROADCAST
                         or PRINT
     Targeted
* Tweets
* Facebook                            Online Promotion
* Messages



                   Integrated
                   Campaign
  Build Database                         * Download coupon
                                         * Join contest
 * Friend list
                                         * Watch video
 * Twitter
 * Subscribers
                        Capture:
                     * Email
                     * Twitter
                     * Facebook fan
Mandatory Steps for Success
Treat Web
As Business

 Run it just like
your Newspaper
Remove
 Internal
Sabotage
Overhaul Comp
• Revenue per rep & manager
• New business per rep (per month)
• Grow % of current clients using web
• High commission rate: new clients
• Low commission rate: transactional
• Bonus & PENALTY
Digital Sales Training
    Who does most training?

            It’s a FACT.
            More training = more revenue
Bigger Not Always Better


REDUCE
commodity page-views

GROW
high ‘advertiser value’
simplify
why do we
   talk like this?
                             • cpm
confusing for client
   & sales rep !             • pageviews
                             • uniques
                             • click-thrus
                             • weird vocabulary
                             • monthly pricing
                       Endorsed by Internet Expert:
                             Shemp Howard
NEWS LOGO
                                         REDUCE
                             NEWS LOGO




                                         Clutter !
            NEWS LOGO




                        NEWS LOGO
DUMB
National Ad Networks
( at local level )



REMOVE
from home-page & section fronts
Consider day-parting
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.
Can’t sell
 premium unit
on home page?
Smart Practice
weekly instead of monthly rates


 sounds
expensive     $ 400. per month

  sounds
reasonable     $ 95. per week
‘Your cpm is too high’
                  Interactive
                 Media Queen




   Avoid This Nonsense….
instead….sell flat fee to local/directs
how local biz
decides to buy web
 • loves your newspaper
 • design & tech
 • editorial
 • twitter & facebook
 • audio & video
Ad Mix
   do they see
local competitors?
Super Premium
   Ad Units
How to Beat Patch
How to Beat Patch
How to Beat Patch
multiple uses

                 • Rte 9 is closed
    Breaking
     News        • Lady Gaga tix on sale Friday
                 • Phillies beat Astros 3-1


                 •   Deal of Day
   Sponsored     •   Coupon download
   Promotions    •   Win Trip
                 •   Ticket Raid location


                 • Stand by rate now avail
    Market to    • Home page unit now avail
   Advertisers
                 • Spring special 50% off
LEADS




New Business Development
Cold Calling

Phone Blitz

STINKEROO
#1 Current Print Clients
Meet Dick. 25 years in the Newspaper biz.
Always hits his print budget without fail.
                                                   Hi.
Dick always wins sales contests, like this      I’m Dick.
one to a tropical island. But because Dick is
a print-sales superstar, he gets a pass when
it comes to web.

Dick NEVER pitches web. Yet 90% of Dick’s
clients buy alot of digital.

Dick’s print clients buy online video, SEO,
Groupon, banners and social media….
…from Dick’s competitors.

Dick’s clients LOVE him. They would buy
Web from Dick……if only he offered it.
#2 Call Center to Set Appts
Keep Sellers On The Street.

Use classified phone room down-time
to set up appointments…or consider
off-shoring this activity to countries
that would LOVE this job.

Your sales reps should be in front of
clients and potential clients, as much
as possible.

Expensive reps & sales managers
sitting behind a desk making a few
half-hearted cold calls, is a poor use
of limited resources.
#3 Web 101 for
Local Business Seminars
Web 101 for Local Business
                Why ?


Local biz wants to buy web…
  • confused / lack of knowledge
  • doesn’t totally trust sales rep
  • think Google or website is enough
  • never been offered web
Web 101 for Local Business
                      Benefits


• Provide web education to local biz
   > they buy more web !
• Immediate web revenue
• Sales reps get trained
• Better than cold call
• Superior, qualified lead generation
How to Beat Patch
How to Beat Patch
Test Yourself…
 Higher score, better chance to beat Patch

   Compensation                         Web 101
Bonus, Penalty, MBO’s              for Local Business

  All Staff Training                     Sell
Management & Owners               Non-Print Products

                                   Simple Packages…
Job Description Refresh
                                       No CPM’s

                                    Online Media Kit,
 Reporting Structure
                                 Direct Contact to Rep

    Plan to Reach
                                    No Ad Networks
   Non-Advertisers
Watch
Deseret News, Salt Lake City
 Newspaper..Broadcast..Web


                                   Clark Gilbert
                               Digital Rock Star
Watch
Gawker Media


                   Nick Denton
               Digital Rock Star
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.
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
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
Local Media          Primary                  Primary                                 Potential
  Position         Background              Responsibilities                      Weakness / Limitations

     • Owner                             • Increase shareholder value            • Delegate strategy to content first executive
                        Building         • Manage overall operations             • Thinks only brand extension strategy
  • CEO / COO                            • Drive top line growth
                   Profitable Business                                           • Over reliance on internal, traditional managers
    • Investor                           • Increase profit margin                • Tough keeping track of online competitors


                                         • Build & manage digital platforms      • Little or no direct sales & revenue experience
   VP Digital       Content & Tech       • Drive online traffic                  • Compensation primarily based on traffic
                                         • Content & tech development            • Employs content first, not profit first strategy




  Local Sales                            • Sell traditional inventory            • Prefer to sell traditional
                    Traditional Sales    • Sell web inventory (secondary goal)   • Limited or no web sales training
 Management                              • Manage sellers                        • No web business model experience
                                                                                 • Compensation favors traditional sales

                                         • Traditional media creation            • Prefers traditional content development
 Local Content      Traditional Media    • Web media creation                    • Thinks only brand extension strategy
 Management                              • Increase audience numbers             • Limited or no web development training
                                                                                 • No web business model experience


                                         • Sell traditional inventory            • Prefer selling traditional
Local Sales Reps    Traditional Sales    • Sell web inventory (secondary goal)   • Limited experience selling web
                                                                                 • Limited or no web sales training
                                                                                 • Compensation favors traditional


         Why Traditional Media Struggles w/ Online Revenue Growth
TOP 10 Revenue Mistakes
                       of Local Online Media

   1. Management, owners & CEO’s lack specialized web training
   2. Dangerous thinking: ‘selling web cannibalizes print sales’
   3. Limited web training of sales reps
   4. Management structure conflicts
   5. Poor attention to fast changing, online environment
   6. Setting web budgets too low
   7. Ineffective inventory & yield management
   8. Confusing media kits, sales packages & pricing
   9. Director of Interactive; tech & content background only
   10. Over-reliance on vendors & research for sales strategy


Read full report here:
http://meltaylormedia.com/2010/08/top-10-web-revenue-mistakes-of-tv-radio/
Middle-Man Channels


 Advertisers benefit from        Traditional Channels                        New Channels
    new, multiple ways          for reaching local consumer          for reaching local consumer
of reaching local consumer
                                                                              Niche Sites
                                       Newspaper
                                                                          Google Places,
                                                                          SEM, Facebook
Wants to reach local consumer
                                             TV
                                                                               Patch,
      Advertiser                                                             Hyper-local           Local Consumer
                                           Radio                               Groupon

                                                                                YP360,
                                        Direct Mail                            Local.com

                                                                             Reach Local

                                        Directories
                                                                           Hulu, Pandora


                                                     Direct Relationship
                                 between advertiser & consumers, avoiding middle-man channels
                                             EX: Twitter, Database, Blogs, Social, Mobile
Advertisers                                                                                                                        Content
    • National, Regional, Local                          Local Media Eco-System                                                  • Laid off journalists & photographers
                                                                                                                                 • Traditional media news
      • Moving dollars online
                                                         Business Models that Support Local Journalism                           • Indie-sites & pro-am bloggers
                                                         • Pro-active plan that exploits economic pressures                      • Watch Dog Journos
                                                                                                                                 • info & pubic domain data feeds
 Agy com        Local Ad Network
                                                         • Enables local commerce, that subsidizes local news
                                                                                                                                 • Community & citizen participation
                                                         • Proven revenue management systems (RMS)
                                                         • Move quicker from investor support, to self-support
                  Traditional & Digital                  • Leverage efficiencies of outsourcing and open-source                    Local Ad Network           Revenue share
     Fees                                                                                                                                                     Agency commission
                  Marketing Services                     • Multiple online & offline revenue streams
                                                         • Scalable via networks, franchising & co-ops                      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
  • Marketing Agencies                    Outsource / Fees
                                                                      Hyper-Local Incubator                                Outsource / Fees
                                                                                                                                                          Marketing
                                                                                                                                                        • 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 Community & Readership
            Growing need to reduce costs,
                                                                                                                             • What if Newspaper shuts down?
      increase local coverage & revenue                                                                               •Central hub for public affairs & local information
Digital Revenue Solutions for
                Newspaper, TV, Radio
                    & Hyper-Local




and….




        MelTaylorMedia.com
           Updated 12/22/2010

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How to Beat Patch

  • 1. Digital Revenue Solutions for Newspaper, TV, Radio & Hyper-Local and…. MelTaylorMedia.com Updated 12/22/2010
  • 2. • Help Wanted What Newspapers • Real Estate • Auto • Coupons Lost over past 15 years • Inserts • Grocery • Movie Studios • Dominance • Share
  • 4. • Poach Newspaper execs • More advertiser choice • Lower expenses • Digital first • Aggregation
  • 5. Agenda • Who, What, Why • Potential plans • How to beat them • Other competitors
  • 6. Web Why Newspaper & Local Media Still Struggle and how Patch can take local share…
  • 9. College Professors & assorted brainiacs “searching for sustainable business models…yada, yada …crowd-sourcing …entrepreneurial journalism...community engagement…yada yada… grass roots via cloud…..yada…let’s do some more research….let’s tweet it…”
  • 11. His lips are moving so he MUST be saying something smart.
  • 12. Um, yeah, Mel….thx for stopping by • Our traffic is up • We’re trusted news brand • Patch is lame blog • Our sales plan is just fine • Our VP Interactive speaks on many panels
  • 14. Put The Data Down Hit The Street NOW
  • 15. No….but they’ll get a bit naughty when they gotta hit their numbers
  • 16. ROAD KILL ? Local Bloggers Paywalls
  • 17. Local blogs & indie-sites getting nervous?
  • 18. Run Web like Newspaper Think like Publisher / Owner in this order ! 1. profit 2. operations 3. editorial
  • 19. What is ? Tim Armstrong • AOL’ s Hyper-local play to grab local ad dollars • Run by ex-Googler John Brod • Editorial & tech first • Sales ramping up Warren Webster
  • 20. Why is Patch doing this? • AOL’s dial-up dead • AOL’s content-play struggles • Need new rev stream • They see local media downsizing • 50% of local web budgets, still on sideline • Local media protecting legacy business
  • 21. Patch: Priority Plan • Local news source • Trusted community partner • Newspaper replacement • Create excellent journalism
  • 23. Local Online Advertising Share Online Only Online Only Pure Play 47.2% Pure Play 51.7% Newspaper Newspaper 27.7% 23.6% 2008 2009 Borrell
  • 24. 600 Sites…so far (105 in California)
  • 25. Communities Avg size: 50-70k Delaware County Bucks County Philadelphia Chester County Lehigh County Main Line
  • 27. Revenue Streams • Local • Regional • National
  • 28. Short Term Objective • Frantic pace of roll out • Get hooks into local market… before others know what hit them • TV, Radio, Newspaper, Yellow Pages… won’t respond quickly?
  • 31. Strengths • Digital first • No legacy baggage – Not protecting “way we always do it” – Not impeded by old school • Cost effective content creation • Variety of sales tactics
  • 32. Weakness (for now) • Unfamiliar outsider • Questionable local sales savvy • Limited local relationships • Clunky corporate structure • Not as nimble as YOU
  • 33. Patch Open House Suburban Atlanta
  • 34. Patch Marketing Staff… Freshest Breath in Town
  • 36. Pay & Positions o Local Editor; $40k o MacBook Pro, camera, smart phone o $500 freelancer budget per month 401K match o Ad Manager; $60k Performance bonus o Managing group of sites Medical & Dental o Regional Publisher; $80k o Regional Editor; $80k o Oversee group of 12 Patch sites
  • 37. Sales Job Posting o Be local online ad expert for small business o Host WEB 101 seminars for small business o Attend chamber & trade functions o Convince buyers to shift budgets to digital o Visible presence in business community
  • 38. Wanted: Online Sales Executive You’ll be working closely with local advertisers, as their local online advertising expert. You’ll know your own platform (and others) backwards and forwards so you can present complete advertising solutions. You may decide to host local seminar on how to achieve the best results by advertising web. As the top local business executive, you will attend chamber and trade functions, get involved in community groups, head up charitable efforts and maintain a highly visible presence in the business community. Local Online Sales Exec is responsible for advertising sales to businesses in local markets. Will sell banner ads, e-newsletters, video & more. You will present promotional opportunities and display options to store owners/management. You will handle ad sales, inventory management and “own” the online advertising for assigned local markets. As the Local Online Sales Executive you will also be responsible for assisting in coordinating local event sponsorships and attending them, possibly on weekends.
  • 39. POACH • Newspaper • TV • Cable • Yellow Pages • NAA • Bloggers
  • 40. Current Ad Offers o Self-Serve for $15 cpm….discontinued o Now: flat fee for SOV (share of voice) o Free Classifieds: merchandise, services offered o Small fee $20 auto & jobs o Directory up-sells o Enhanced video o Fee to post coupons o Newsletter Ads
  • 44. Yahoo Local • Now in 30 US neighborhoods • California, Michigan, New York, San Fran, Brooklyn • Content from local pubs • Community reporters • Feeds from other pubs
  • 45. 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
  • 46. o No risk… ‘only pay if people buy’ o Customers not clicks o Performance o 66 % open rate o Gets 50% of sales revenue
  • 47. Crazy Growth (said no to recent Google offer) Many on this call are helping them …..by running their ads Groupon is HARVESTING your readers
  • 50. • Over 45 US markets • Feet on street • Search Engine Marketing • Display / Banner • Video • Multiple digital solutions
  • 51. • Active advertiser count 13,200 to 16,700 • Revenues up $48m to $70m • Add senior sales 143 to 246 • Add junior sales: 256 to 395
  • 55. Tags
  • 56. Boost
  • 57. Pandora o 60 million users o About half of all Internet listening o Avg 13 hrs of listening o $50 mil revenue. Now profitable o 45 of top 50 national advertisers o Growing sales force o San Fran, NYC, LA, Chicago, Detroit, Dallas, Atlanta
  • 59. Pandora Local Targeting of Ads o Geo-targeting o By format o Audio, Video, Display
  • 60. Now Hiring • Advertising Sales Representative - Oakland, CA • Senior Account Manager - Chicago, IL • Advertising Operations Technical Lead • Inside Sales Manager • Manager - Pricing and Yield Management • Online Ad Trafficker • Sales Planning Supervisor • Senior Advertising Project Manager • Senior Revenue Analyst • Vice President - Research and Marketing
  • 62. o Quickie hyper-local sites for local TV o No upfront costs o Call center pitches local biz in your name o Rev share approx 60% to DataSphere o Primary relationship w/client. Retains data
  • 63. Outsourced LOCAL Sales DataSphere = Smart WTSP TV = Dumb
  • 69. Take This Test • What % of print clients buy web ? • What % is sold local direct ? • Plan to reach non-print ? • Know marketing plan of clients? • Are your managers in the field ?
  • 70. slaughter Web Sacred Cows • Need more page-views • Editorial controls site • Remnant, 3rd party ad networks
  • 71. Beware the BS • We hit our (very low) web budget. • Web rev up by 500%. (off low comps) • Web traffic is strong. (distraction from profit margin talk) • We’re doing fine. (compared to other industry losers) • Print is where $ is. (yet, web is fastest growing rev stream)
  • 72. Newspaper USP unique selling proposition What can Newspaper offer… that PATCH can’t ?
  • 73. Newspaper USP • High % of local reach • Feet on street • Local content creation • Client relationships • Brand familiarity • Print / Traditional distribution
  • 74. How Newspaper Wins Combine Newspaper USP with New Digital Tools
  • 75. BROADCAST or PRINT Targeted * Tweets * Facebook Online Promotion * Messages Integrated Campaign Build Database * Download coupon * Join contest * Friend list * Watch video * Twitter * Subscribers Capture: * Email * Twitter * Facebook fan
  • 77. Treat Web As Business Run it just like your Newspaper
  • 79. Overhaul Comp • Revenue per rep & manager • New business per rep (per month) • Grow % of current clients using web • High commission rate: new clients • Low commission rate: transactional • Bonus & PENALTY
  • 80. Digital Sales Training Who does most training? It’s a FACT. More training = more revenue
  • 81. Bigger Not Always Better REDUCE commodity page-views GROW high ‘advertiser value’
  • 83. why do we talk like this? • cpm confusing for client & sales rep ! • pageviews • uniques • click-thrus • weird vocabulary • monthly pricing Endorsed by Internet Expert: Shemp Howard
  • 84. NEWS LOGO REDUCE NEWS LOGO Clutter ! NEWS LOGO NEWS LOGO
  • 85. DUMB National Ad Networks ( at local level ) REMOVE from home-page & section fronts Consider day-parting
  • 86. 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.
  • 87. Can’t sell premium unit on home page?
  • 88. Smart Practice weekly instead of monthly rates sounds expensive $ 400. per month sounds reasonable $ 95. per week
  • 89. ‘Your cpm is too high’ Interactive Media Queen Avoid This Nonsense…. instead….sell flat fee to local/directs
  • 90. how local biz decides to buy web • loves your newspaper • design & tech • editorial • twitter & facebook • audio & video
  • 91. Ad Mix do they see local competitors?
  • 92. Super Premium Ad Units
  • 96. multiple uses • Rte 9 is closed Breaking News • Lady Gaga tix on sale Friday • Phillies beat Astros 3-1 • Deal of Day Sponsored • Coupon download Promotions • Win Trip • Ticket Raid location • Stand by rate now avail Market to • Home page unit now avail Advertisers • Spring special 50% off
  • 99. #1 Current Print Clients Meet Dick. 25 years in the Newspaper biz. Always hits his print budget without fail. Hi. Dick always wins sales contests, like this I’m Dick. one to a tropical island. But because Dick is a print-sales superstar, he gets a pass when it comes to web. Dick NEVER pitches web. Yet 90% of Dick’s clients buy alot of digital. Dick’s print clients buy online video, SEO, Groupon, banners and social media…. …from Dick’s competitors. Dick’s clients LOVE him. They would buy Web from Dick……if only he offered it.
  • 100. #2 Call Center to Set Appts Keep Sellers On The Street. Use classified phone room down-time to set up appointments…or consider off-shoring this activity to countries that would LOVE this job. Your sales reps should be in front of clients and potential clients, as much as possible. Expensive reps & sales managers sitting behind a desk making a few half-hearted cold calls, is a poor use of limited resources.
  • 101. #3 Web 101 for Local Business Seminars
  • 102. Web 101 for Local Business Why ? Local biz wants to buy web… • confused / lack of knowledge • doesn’t totally trust sales rep • think Google or website is enough • never been offered web
  • 103. Web 101 for Local Business Benefits • Provide web education to local biz > they buy more web ! • Immediate web revenue • Sales reps get trained • Better than cold call • Superior, qualified lead generation
  • 106. Test Yourself… Higher score, better chance to beat Patch Compensation Web 101 Bonus, Penalty, MBO’s for Local Business All Staff Training Sell Management & Owners Non-Print Products Simple Packages… Job Description Refresh No CPM’s Online Media Kit, Reporting Structure Direct Contact to Rep Plan to Reach No Ad Networks Non-Advertisers
  • 107. Watch Deseret News, Salt Lake City Newspaper..Broadcast..Web Clark Gilbert Digital Rock Star
  • 108. Watch Gawker Media Nick Denton Digital Rock Star
  • 109. 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.
  • 110. 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
  • 111. 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
  • 112. Local Media Primary Primary Potential Position Background Responsibilities Weakness / Limitations • Owner • Increase shareholder value • Delegate strategy to content first executive Building • Manage overall operations • Thinks only brand extension strategy • CEO / COO • Drive top line growth Profitable Business • Over reliance on internal, traditional managers • Investor • Increase profit margin • Tough keeping track of online competitors • Build & manage digital platforms • Little or no direct sales & revenue experience VP Digital Content & Tech • Drive online traffic • Compensation primarily based on traffic • Content & tech development • Employs content first, not profit first strategy Local Sales • Sell traditional inventory • Prefer to sell traditional Traditional Sales • Sell web inventory (secondary goal) • Limited or no web sales training Management • Manage sellers • No web business model experience • Compensation favors traditional sales • Traditional media creation • Prefers traditional content development Local Content Traditional Media • Web media creation • Thinks only brand extension strategy Management • Increase audience numbers • Limited or no web development training • No web business model experience • Sell traditional inventory • Prefer selling traditional Local Sales Reps Traditional Sales • Sell web inventory (secondary goal) • Limited experience selling web • Limited or no web sales training • Compensation favors traditional Why Traditional Media Struggles w/ Online Revenue Growth
  • 113. TOP 10 Revenue Mistakes of Local Online Media 1. Management, owners & CEO’s lack specialized web training 2. Dangerous thinking: ‘selling web cannibalizes print sales’ 3. Limited web training of sales reps 4. Management structure conflicts 5. Poor attention to fast changing, online environment 6. Setting web budgets too low 7. Ineffective inventory & yield management 8. Confusing media kits, sales packages & pricing 9. Director of Interactive; tech & content background only 10. Over-reliance on vendors & research for sales strategy Read full report here: http://meltaylormedia.com/2010/08/top-10-web-revenue-mistakes-of-tv-radio/
  • 114. Middle-Man Channels Advertisers benefit from Traditional Channels New Channels new, multiple ways for reaching local consumer for reaching local consumer of reaching local consumer Niche Sites Newspaper Google Places, SEM, Facebook Wants to reach local consumer TV Patch, Advertiser Hyper-local Local Consumer Radio Groupon YP360, Direct Mail Local.com Reach Local Directories Hulu, Pandora Direct Relationship between advertiser & consumers, avoiding middle-man channels EX: Twitter, Database, Blogs, Social, Mobile
  • 115. Advertisers Content • National, Regional, Local Local Media Eco-System • Laid off journalists & photographers • Traditional media news • Moving dollars online Business Models that Support Local Journalism • Indie-sites & pro-am bloggers • Pro-active plan that exploits economic pressures • Watch Dog Journos • info & pubic domain data feeds Agy com Local Ad Network • Enables local commerce, that subsidizes local news • Community & citizen participation • Proven revenue management systems (RMS) • Move quicker from investor support, to self-support Traditional & Digital • Leverage efficiencies of outsourcing and open-source Local Ad Network Revenue share Fees Agency commission Marketing Services • Multiple online & offline revenue streams • Scalable via networks, franchising & co-ops 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 • Marketing Agencies Outsource / Fees Hyper-Local Incubator Outsource / Fees Marketing • 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 Community & Readership Growing need to reduce costs, • What if Newspaper shuts down? increase local coverage & revenue •Central hub for public affairs & local information
  • 116. Digital Revenue Solutions for Newspaper, TV, Radio & Hyper-Local and…. MelTaylorMedia.com Updated 12/22/2010