This is a presentation about the transition from print with a website as an afterthought to a modern media company.
WebMedley helped the Lane Report by explaining what readers, advertisers, and publishers expect and then built a system to support it.
Learn about these expectations and how the two companies work together to achieve business goals.
2. Rather watch this
presentation?
You can watch this video on YouTube.
It’s 22 minutes long and describes the
journey one magazine took to convert –
culturally and technically.
http://www.youtube.com/watch?v=Z0V
ebhi78VQ
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bdotson@webmedley.com
3. Agenda
• What we know about most print
publications
• What readers, advertisers, and publishers
want
• Story of change
• How you can meet the needs while making
more money
• Resources required
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bdotson@webmedley.com
5. News from Digital Devices
Growing and Growing
•2nd only to local TV and set to
eclipse it
•17% growth last year
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bdotson@webmedley.com
6. Reader Expectations
• Content available on any device
• Ability to share content quickly and
easily
• Content is time stamped but not
time-bound
• Ability to comment
• Easy to find what I want
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bdotson@webmedley.com
7. Advertiser Expectations
• Reports on views, clicks, and more
• IAB ad sizes & types
• Ads across properties
• Contracts and spot buys
• Social interaction
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bdotson@webmedley.com
8. Publisher Needs
• Easy and fast to update content
• Same with ads
• Help selling digital – from pitch to
close
• No technical lock in to the partner
provider
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bdotson@webmedley.com
9. Unstated Needs from all Three
• Hold my hand with this stuff, I don’t
want to be embarrassed
• I want it all for a low price
• You better be trustworthy
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bdotson@webmedley.com
10. Simplify and Choose
•The Web can be a confusing place.
•Don’t know which tool to use?
•How do you know if your provider is honest?
•The lack of results using in-house teams and/or solo contractors.
•The digital marketing learning curve is too steep to climb alone.
Who are these guys?
WebMedley helps clients build a digital plan, determine how
progress is measured, and grow revenue & traffic. Referrals are
our #1 source of new business.
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bdotson@webmedley.com
13. They told us
• They want to have a mobile presence
• Need improvements in:
1. Site optimization
2. Search on the site
3. Ads appearing in mobile
4. Develop related sites/assets
• Consulting:
1. Review the products
2. Monthly meetings
3. Quarterly Training sessions
4. Revenue generating ideas-methods
5. Digital marketing materials
6. Presentations to key clients
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bdotson@webmedley.com
14. Hurdles?
We Can Jump These
•Culture and History
•Investing in disruption and risking capital
•Journalist relations
•Confusing metrics and constant changes in digital
•Paywall trend?
•Aggregation?
Everyone „s Change
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bdotson@webmedley.com
15. What‟s the right model?
Solo Contractor
•Pro
• Low Cost
• Either beginner or
expert
•Cons
• Reliability
• Limited skill set
• Risk
• Lack of results
Digital Partner: In House:
•Middle Cost • High cost- 3 min. Staff –
•Must adhere to the deal Graphics, Webmaster,
•Required to stay up to and Sales manager-
speed on the trends. Do $145K Salaries
•Has dedicated account
planner Nothing? •
•
Politics/ HR
Stagnation of skills
•Possible revenue share
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bdotson@webmedley.com
16. Partnership
View
TLR DIGITAL
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bdotson@webmedley.com
17. Ad Rates &
Analytics • Based upon your
current traffic
trends, we …...
• We suggest you
remain at a “niche
pub” flat rate for
now.
There’s a great screenshot
Of site traffic, but we can’t • Review a new rate
structure in 6 months
Show it in a public after…...
presentation!!! • Experiment with
CPA payments
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bdotson@webmedley.com
18. Example: Video Ads
• Forecasted 47% increase in video ad
expenditure in 2012
• 84% who didn‟t use video ads in 2011
will in 2012
• And more…
19. Website
Conversion
• Converting your site to a new
CMS will improve your
foundation, traffic potential
and allows for a better mobile
experience and publishing
platform moving forward.
• It could also give you more
capability for video, blogs, & to
increase social engagement.
This will lead to more articles
being indexed in search and
shared through social media.
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bdotson@webmedley.com
21. Flipboard +
Able to
syndicate
across the web
and devices
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bdotson@webmedley.com
22. Email
marketing
• Email is still a very strong way to
promote a brand and have
people engage with it on a
consistent basis.
• We can help increase your
database through quarterly
promotions that make sense for
your publication and
subscribers.
• Design and implement
templates, campaign strategies
that will create more efficiency
& analytics for you and the
advertisers.
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bdotson@webmedley.com
25. Next Steps for Them
• Foundation is set
• Mobile viewers
• Ad presentations and special offers
• Measure and tweak
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26. Mobile
Options
• You may choose
to have a “plug
in” view of your
content on a
mobile device.
• Or you may
choose to have
a design that is
more like the
home page of
your sites.
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bdotson@webmedley.com
28. Our Services & Pricing structure
Digital Partnership- Long term
contract. True consulting ongoing
Non Contract work- service task lists; basis, monthly
Smaller budget contract work.
Editing sites, basic graphic design maintenance, meetings, Training, p
Larger Tasks: Converting sites, turn
work, hosting. Hourly fees. No agency resenting ideas on top of all
key training, hourly or retainer
interaction with production team. necessary design work for all digital
contracts for social media, online
mkt, & designs. Minimal agency platforms. Full access to agency
interaction with production team. team on your account.
$0 $500/ mo. < $2,500/ mo. > $2,500+/ mo.
Retainer Averages
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bdotson@webmedley.com
29. Want to know more?
To learn more about the
benefits of migrating to a
modern platform with a
partner who understands
publishing:
Call Bill Dotson 859 361 4464
Or
bdotson@webmedley.com
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bdotson@webmedley.com