1. 6/28/2011
Ad
Models
How to
Price & Position
Your Content
& AD Inventory
1

2. 6/28/2011
• Salaried exec directs web sales effort
What you • AD inventory BEST PRACTICES
will learn
• CPM – Under value inventory
today
• CPM - confuse client
• Advertisers can’t see their banners
• You say you’re sold out? Duh
• Ad networks are killing your business
• Making money with editorial video
• What your media kit should look like
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3. 6/28/2011
Who Runs Site?
Financially motivated?
• make it cool
• drive page-views
• win awards
• sell more print
?
Webmasters
& Designers
Tell you
what you can
and can’t sell
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4. 6/28/2011
Always done it that way
Platform can’t do it
We don’t offer it
Don’t have time
Too expensive
Bad user experience
Beware
• Hit our web budget
• Web rev up 500 %
• Web traffic is strong
• 50,000 Facebook Fans
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5. 6/28/2011
Bigger
Not
Always
Better
Print
News Hole
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6. 6/28/2011
LOGO promo
sections
Online
Ad hole
Un-limited Supply
+
Commodity Unit
+
Limited Demand
You Lose Pricing Power
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7. 6/28/2011
Ad Pricing
‘Your cpm is too high’
Interactive
Media Queen
Avoid This Nonsense….
instead….sell flat fee to local/directs
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8. 6/28/2011
CPM vs
FLAT FEE
SUPER PREMIUM Inventory
• X-tra large ads
• Home Page
• Section Fronts
• Above Fold
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9. 6/28/2011
SUPER PREMIUM Inventory
• THURSDAY & FRIDAY
• 10a-2p, 6a-6p
Home Page
Premium Unit
300 x 600
9

10. 6/28/2011
EXCELLENT
AD POSITION
in reader view
Simple Design
> Branding
> Message Awareness
> Call to action
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11. 6/28/2011
Rate Card
& Pricing
• Retail or “Rack Rate”
• Discount off that number
• Price & Sell……
• Based on Supply & Demand
Smart Practice
weekly instead of monthly rates
sounds
expensive $ 400. per month
sounds
reasonable $ 95. per week
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12. 6/28/2011
Ad Units
Super Premium
Ad Units
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13. 6/28/2011
WEAK
AD POSITION
outside of
reader view
visually bland
See any
Super
Premium
ad positions ?
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14. 6/28/2011
• Page takeover
• Site take-over
• Sponsorship
• Roadblock
smart practice
easiest ad unit to sell
Sliding Billboard
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15. 6/28/2011
Sliding Billboard
or Curtain Ad
Sliding Billboard
• Exclusive & limited supply
• EZ for rep to sell
• EZ for client to see value
• EZ to design & execute
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16. 6/28/2011
Sliding Billboard
• 100% share of voice for 24 hrs
• Flat, daily fee
• Short term deal - find market value
• In-house promos, if not sold
• 60% sell out…. raise rate
Sold Out ?
Congrats !
16

17. 6/28/2011
Unfortunatley….
• Under-valued unit
• Leave $ on table
• Inventory management
• Poor forecasting
• Pray: page-views
We HOPE you….
• Signed short term deal
• 3 months max
• Auto renew every month
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18. 6/28/2011
Ad
Networks
Are Killing You
18

19. 6/28/2011
Danger !
Looks like
editorial
NEVER run this
on home page
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20. 6/28/2011
QUOTE:
Ad networks diminish value of
their brand and content
by spreading it so widely
ultimately threatening
existing relationships with advertisers
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21. 6/28/2011
Ad Networks
But we make money !
We get a check every month
DUMB National Ad Networks
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22. 6/28/2011
Ad Networks
3rd Party, Remnant, Google Ad Sense
• Easy money
Good
• No upfront costs
• 3rd party reps inventory
Bad • Local biz gets on site…cheap
• Commoditize your inventory
Ad Networks
REMOVE : home-page & section fronts
• Day-part
• Secondary sections
• Below Fold, Non-prime positions
Inform Advertisers
• We don’t accept remnant buys
• Show super-premium positions
22

23. 6/28/2011
DUMB
National
Ad Networks
at local level
Media Kit
• Online
• Print
• Email (PDF)
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24. 6/28/2011
Total Readership
Newspaper: xxx,000
Online: xx,000
Total Reach: xxx,000
Website: xx,000 Unique / readers
Mobile: x,000 Apps, alerts
Total
Online Social: x,000 Facebook, Twitter
Email: xx,000 Opt-ins
YouTube: xx,000 Subscribers
Reaching xx,xxx
LOGO Chicago Adults each month
Print, Online & Event Marketing Services
for Chicago Business
How We Help: Who We Help:
• Brand & Message Awareness • Yoga, Fitness & Health
Be seen, Get your message out
• Beauty & Hair
• Search Engine Marketing • Boutiques & Retail
Get found on Google
• Restaurants & Food
• Online Presence & Reputation • Entertainment & Culture
Contact &info
Looking good online
Phone • Special Events
Email • Database Marketing • Family & Kids
Customer email & Mailing Lists • Contractors
Office Location
Twitter • Online Couponing • Service Providers
FaceBook Daily Deals, Promotions, Sampling • Doctors, Dentists, Lawyers
Success Stories……can we do this for you ?
Client Logo
Client Logo
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25. 6/28/2011
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26. 6/28/2011
Can’t see
my ADS
Don’t See
My Ads
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27. 6/28/2011
Target
Impressions
• Day-part (9a-3p)
• Pick a day (wed)
• Pick a section (sports)
Internet Prime Time
Mon-Fri 9a-5p
Morning Evening
6a-10a Mid-day 8-11p
10-3p
27

28. 6/28/2011
Video
Online Video
show me the money
28

29. 6/28/2011
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.
Warning
These ideas are proven….BUT…
If person in charge of web is salaried…or
no digital financial pressure ( bonus & penalty )
YOU WILL LIKELY FAIL
• Newsroom editor
• Web editor
• Webmaster
• Ad director
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30. 6/28/2011
Mel Taylor
Online Revenue Strategy for Local Media
MelTaylorMedia.com
@MelTaylorMedia Mel@MelTaylorMedia.com
267-625-5313
Mel Taylor Background
30

31. 6/28/2011
Mel Taylor
Online Revenue Strategy for Local Media
MelTaylorMedia.com
@MelTaylorMedia Mel@MelTaylorMedia.com
267-625-5313
31