Content Strategies to Include Video – Without Breaking the Bank

More than 90% of advertisers say that they are going to increase the amount they spent on digital media.

Study by IAB www.iab.net

78% of advertisers say that traditional media – radio, television, newspapers, magazines – are no longer sufficient. They need new ways to reach the audience.

Source: Forrester Research

6000 Blockbuster stores in the U.S.43 million users (estimated)

Netflix has better selection via Internet Netflix receives twice the internet traffic that the

Blockbuster site gets This is because Netflix offers so many more titles

From Star Wars to Bergman movies…

Because clients have more faith and confidence in companies that appear to be specialists in the area that they are interested in

What can you do better than anyone else? The “2010” rule:To be successful, your new web business must be 20% better than the Top 10 results that show up on Google

What can do to better serve important niches in your community?

Weddings Trips ~ Tourism Entertainment Schools ~ Education Children Families Fashion Real Estate Investment Neighborhoods Gourmet food, wine, restaurants

Employment classifieds:

The El Tiempo site is now in Colombia, Costa Rica, Guatemala y El SalvadorThey get 30 million page views and 1 million unique visitors per month

CareerBuilder

1. Orange County Register2. Denver Post3. Akron Beacon-Journal4. Cincinnati Enquirer5. Reno Gazette-Journal6. Monterey Herald

Since January 2007, these newspapers have killed their business sections

1. Win readers by geographic area a. MySpace – interestsb. Fewer “trolls” (people who go into forums and

discussions just to harass others)c. Security for readers – they participate more

2. Gen-Y: “Content is content”a. The only thing unique is the aggregation

1. Cruiseliner vs. Flotillaa. One size no longer fits allb. Traffic for one turns into traffic for allc. Same adsd. “Trapdoors” between sites to share traffic

1. Readers can also be employees2. A social network can be for more than individuals – it

can be for businessesa) Monetization – businesses can communicate directly with

the readers who are interested in their products or services

“Hyperlocal” No national or international

news stories without a local angle

Do what you do best, link to the rest

Let the young people on the staff design a site for other young people

Bought up other small niche publications in surrounding communities

Pay attention to what kinds of stories they cover…

An integrated multimedia report

“In the past, it was difficult to plan how to deliver a printed paper when we had hurricanes. Where could we print if the power went out? Where do we put the editor’s desk when the newsroom is flooded? This year, we decided to get the information to our readers in real time. Our readers were evacuated to Orlando, where they sat in hotels and connected to the internet on their laptops. In that situation we damn well better get them news on whether or not their house is still standing.”

No competition in their market Sports attract readers New digital video technology

Costs less, but it is still expensive Combination of abilities

If your market is saturated, go to where there is no competition

MOBILE

Small size and local news energizes reader to participate Easier to talk in front of friends than strangers…

“Dunbar number” Control of the“trolls”

You can tell within the first 10 posts if a user is a troll or not Registration – nobody wants their neighbors to think they

are an idiot

400% from 2004-2006 4.7 million page views per month Used by Scripps as an experimental laboratory

“In the last year, every single reporter and photographer who worked for the paper edition has been transferred to the dot com. This dot com is a service like AP, UPI or Reuters. The information is uploaded first to the web, and later to the print edition. The personnel at the paper edition is down by 75%, and is mainly editors, designers and graphic artists..”

Phil Lewis, Editor in Chief of Naples Daily News