ISOJ 2007

1. Revenue & Audience: The
Long-Tail Opportunity
Julie H. Weber
general manager, MySanAntonio.com

2. The Long Tail Theory
Source: www.longtail.com, Chris Anderson, Wired, 2004, The Long Tail , 2006

3. What is the “Long Tail”?
• Chris Anderson’s book on an economic and
cultural theory
• Abundant smaller opportunities
• The niche market
• Our new audience
• A highly targeted revenue stream

4. Niche Traffic
Home Page
Classifieds-
Real-Estate &
Employment
Home Page Index
News
Classifieds
Sports
Obituaries
Neighbors
Weather
Traffic
Spurs
High school sports
Business
Politics
Entertainment
SA Life
Health
Travel & City Guide
Pets
KENS
AdsonDemand
Express-News
Additional sections
3rd party content
Home Page, News and Classifieds = 60% or total page views
News
Homepage
Classifieds: Real Estate & Jobs

5. Current Trends
• Sites are primarily news
• Inventory is selling out
• Audiences are at a critical mass
• Archives and user generated content not
well monetized
• Small competitors nibbling away at niche
Opportunity is knocking

6. The Daily Visitor base includes bothThe Daily Visitor base includes both
“Incidentals” (7%) and Core.“Incidentals” (7%) and Core.
7% 7% 8% 8% 9%
17%
11%
31%
7
Days
6
Days
5
Days
4
Days
3
Days
2
Days
1 DayNone
““Core” audience visitors compriseCore” audience visitors comprise
most of the “daily audience.”most of the “daily audience.”
20062006
DataData
Source: 2006 Belden Client Surveys
Sample N = 33,518
““Incidentals” make a small part ofIncidentals” make a small part of
the daily audience, but large part ofthe daily audience, but large part of
monthly.monthly.

7. Core & IncidentalCore & Incidental
Core
Audience
37%
I ncidental
Visitors
63%
20062006
DataData
Incidentals, while 7% of the 2006 DailyIncidentals, while 7% of the 2006 Daily
Visitors, comprised nearly two-thirds ofVisitors, comprised nearly two-thirds of
the total monthly audience.the total monthly audience.

8. Niche Audience
• Interest based, not news dependent
• Specialty market
Ex. Hunting & Fishing, Pets, Parenting
• Gives users control through input
Interactive elements
Choice of direction
• Builds a new community

9. Pets
• Sponsorship
• Business Directory
• Slideshow
• Poll
• Blog
• News
• Links
• Video

10. Outdoors
• Sponsorship
• Blogs
• Content
• Weather
• Photos
• Links

11. Outdoors
• Blogs – several
• Slideshow
• Business Directory
• Maps
• Calendar
• Merchandise sales
• Weather
• Recommendations
• Sponsorship

12. Parenting
• Albany Times Union
• Blogs
• Content
• Community Panel
• Links

13. Revenue
• Higher impact CPMs - $20 - $50+
• Sponsorships – advertiser “owns” part
• Contextual ads
• Searchable databases – Yellow Pages
• Services
• Sponsored Content
• Self-serve
• Classified extension
• Part of larger buys

14. • Audience
• Autonomy
• Competitors
• Stickiness
• Revenue Opportunities
Does your “tail” have what it takes?

15. Contact Info
Julie H. Weber
General Manager
MySanAntonio.com
San Antonio Express-News & KENS 5
jweber@mysanantonio.com
210-250-2911
Answer the knock at the door
Opportunity doesn’t knock twice