Ind publisher Nov 2013
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Transcript of Ind publisher Nov 2013
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CITY MEDIA NETWORK
CITYMEDIA NETWORK
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The Digital Challenge
Why Bother?Need to Focus on Core Products Lack of Digital Products to SellLack of Sales ExpertiseLong tail – low revenueNobody is making $$ online
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The MarketCase studies How Did they work?How were they sold?Options for your Newspaper
Reinventing Local Media
Overview
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The Market has changed …
CITYMEDIA NETWORK
Multimedia
CITYMEDIA NETWORK
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So has the Consumer!
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Too ConfusingNo TimeToo Many OptionsToo ExpensiveWant ResultsMake it Easy for ME
Local Advertisers are overwhelmed
What are your Advertisers Saying
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Canadian Survey of Advertisers
© 2011 Borrell Associates Inc. All rights reserved.
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Non dailies getting more advertising
© 2011 Borrell Associates Inc. All rights reserved
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67% Advertisers are looking for Advice
© 2011 Borrell Associates Inc. All rights reserved.
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78% want MORE than just printSocial Networking support 31%
Web site design and hosting 31%
Lead generation programs 29%
Email solutions support 21%
Training in Digital Advertising/ Marketing 20%
Graphic design services 18%
Event marketing support 15%
Media planning and placement 15%
Graphic design services 18%
Self-serve display ad solutions 14%
© 2011 Borrell Associates Inc. All rights reserved.
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Advertisers want solutions
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Benchmarks for Digital
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Marketshare
45%
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Bundled: The Mountaineer – 3,800 circ.
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Multimedia: Sold as Extended Distribution
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Distributed: REACH LOCAL customers to Maximize Views
CITYMEDIA NETWORKCITYMEDIA NETWORK
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Bundle approx 100 online ads/week with print
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Facebook App
CITYMEDIA NETWORKCITYMEDIA NETWORK
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Search ViewMens Hoodies in Saskatoon
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Search Views
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Example of Top 10 Advertisers in Oct
1. Rainbow Ford Sales 17667 2. Lone_Pine_Oil_Patch__16901 3. Edwards Garage Ltd 166604. Revelations Hair Design 16621 5. FireSmart Canada 16463 6. Country Cottage Florist 15703 7. WOODYS RV WORLD 152518. Tamarack Liquor Store 15242 9. Bauer Flooring Company Ltd 13864 10.HANNAS SEEDS GREENHOUSE 13827
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Where do the views come from?
CITYMEDIA NETWORKCITYMEDIA NETWORK
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51% Higher Engagement for Advertiser
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Publisher ad count 20% higher than industry
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Extended Sales: Case Study Valley City
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Added 23 vehicles – each had its own page
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Business featured on Home Page
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Profile Page/ Website
Includes: •Image or Logo•Geolocation Map•Social Media Links•Written Profile•Weblink•Click to Call•Click to Contact
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Logi
n P
age
CITYMEDIA NETWORKCITYMEDIA NETWORK
Results –115,000 views in one month
Average vehicle viewed over 2,500 times
Client added 27 vehicles over the month
Photos and online descriptions increased views
Contracted for monthly and moved $$ away from Autotrader
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Extended: Publisher Results
• Monthly training calls with rep• Sell approx $1,000/month (lower rates than digital only)
• Substantial increase in traffic• Marketshare• Must advertise in print once a month• 20% increase in contracted advertisers
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Digital Only
45%
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Challenges
• Sales and internal client relationships• High Cost of Sales• Building Volume• Building Trust and Confidence• Goal – separate P&L for Digital
Process: Commissioned Rep, sell through seminars, some self serve,
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Sell Digital Only - KISS
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$75/month one promotion
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$250 /month unlimited promotions with E-commerce/ Coupon options (can be a website)
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$750/month full content support
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Measurable Conversions
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Market Results
• www.ShopLocalLondon.com 250,000 views monthly
• Average revenue/ rep $4,000- $5,000/mo• 85% renewal rate on monthly packages• No initial traffic or branding
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Choose Best Combination
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Key Success Factors
• Multimedia means better results for your advertisers
• Bundled sales are much easier to sell• Advertiser must move up the grid to improve online results
• Continue to improve and educate clients with seminars, views etc.
• Longterm goal should be dedicated rep.
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CITY MEDIA NETWORK •
• Full exposure on 7 platforms including social media, mobile and local media.
• Promote ads, deals, news, products, events and more.
• Proven [email protected]
We Guarantee Local Online views!
Online Traffic GuaranteedOver 200 markets in CanadaProven results since 2006www.citymedia.ca
CITYMEDIA NETWORKCITYMEDIA NETWORK
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