Mel Taylor vs. Rob Curley: Digital Cage Match

8/7/2019 Mel Taylor vs. Rob Curley: Digital Cage Match

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Digital Cage MatchEditorial vs. Sales

America East Newspaper Conference March 15, 2011

Hershey, Pa.

RobCurley

MelTaylor


2/70

TEAM CURLEY


3/70

How we help Newspaper

refreshblow up

overhaul & rebuild

outdated web business models

Mel Taylor Media


4/70

Mel Taylor Background
http://www.journalism.cuny.edu/http://newsinnovation.com/http://www.fmqb.com/article.asp?id=580882http://www.newsday.com/http://www.sun-sentinel.com/


5/70

1. profit

2. operations

3. editorial

in this order

Run Web like NewspaperThink like Publisher / Owner


6/70

Editorial vs. Sales

Internal Conflict


7/70

Online Journalism/Contentlooking for

Revenue Models

Proven Revenue Modelsthat support

Online Journalism/Content

FAIL

SMART


8/70

Brian Greenspun

Deep Pockets

Unlimited Patience? Las Vegas Portfolio

Culture & Staffing

Rob Curley


9/70

Inventory Management

Profit / Loss & Cash flow

Sales Team Effectiveness

Revenue Projections

Rob Curley


10/70

Costs


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Editorial independence

Sales calls Multi-media sales kits

Video

Rob Curley


12/70

Editorial & Revenue Washington Post

Naples News

Rob Curley


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To Reach

Profitability

How long ?


14/70

BiggerNotAlways

Better


15/70

Who Runs Site

Make it impressive

Drive page-views

Win cool awards

Sell more print

Financially motivated or.

?


16/70

Ad Mixdo they see

local businesslooking great ?


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18/70


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Print

News Hole


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Online

Ad hole

LOGOsections

promo


22/70

DUMBNational Ad Networks( at local level )

REMOVEfrom home-page & section fronts

Consider day-parting


23/70

danger ofad networks

Ad unitdesigned to

look like

editorial


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How GREAT sites

lose money


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Online Video

show me the money


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Remember all that video stuffyou bought for the newsroom?

Take back half of it, and give it

to the sales department.

online video

that pays


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Reduce Costsvia

> Open Source

> Crowd Source

> Revenue Share

Vendor Deals

Aggregation & RSS

Local Indie-Journos

CMS Platforms

Local Ad Networks

Sales-Based Video

Management

Re-think

EVERYTHING


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When content creators understand online business models

they create more advertiser-friendly & profitable websites

Online Business 101for Editorial, Programming & Web Producers

New Workshop from Mel Taylor Media
http://www.journalism.cuny.edu/http://newsinnovation.com/


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BEST PRACTICES

Advertising Sales


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Jeanne StrausPublisher/Owner:

9 Newspapers -border of PA NJ NY

Mike ScobeyCOO: Print -Calkins Media

Publisher: Doylestown Intelligencer

Aimee EckleyDirector of Interactive

PA Newspapers / Times Shamrock

MelTaylorMedia.com


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RUN ONLINE

LIKE PRINT

SAME RULES


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SIMPLE First Steps

Whos in charge?

Ask client about ad spend

Compensation adjustment

Pitch current print clients

Simplify ads & packages


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Steps for

Success

Understand Competition

Know Your USP

Leverage Digital Cost Reduction / Operational Efficiency

Increase Revenue Share

Increase Audience Share


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RUN

WEBLIKE

PRINT

1. Compensation2. Management

3. Simplify inventory

4. Apply pressure

5. Raise Rate


36/70

USE EVERY TOOL To Grow

audience share

revenue share


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Cannibalize Print ?


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solving fear of

cannibalization

if we dont

offer digital

someone else will

O h l


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Overhaul

Compensation Revenue & New Business

Per rep & manager Per month

Commission 25% or more for new biz 10% or below for transactional

O h l


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Overhaul

Compensation> Grow % of clients using web

> Bonus & PENALTY

Dont hit web ? Lose PRINT bonus

Dont hit web.all the time?

> Lose acct or job


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Compensation

DO NOT bonus based on:

Page views

Unique users


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instead

bonus & compensate

on revenue & profit


43/70

What in Common?


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Local Ad

Dollars


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AOL s

hyper-local play

for local ad dollarsvia journalism


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Over 800 Sitesso far555 in Q4 2010

18 states

Over 100 in California

73 in Massachusetts

40 in Georgia

30 in Philadelphia

3m uniques; Dec 2010

Launched in February 2009


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PhiladelphiaRegion

Today: 30

Summer 2011: 60

Bucks County

Delaware County

Lehigh County

Chester County

Main Line

Communities Avg size: 50-70k

South Jersey

PATCH Philly Regional Publisher:Former Publisher @ Journal Register


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Will Patch Succeed ?

Who knows

Doesnt matter

Patch is more proof Local dollars up for grabs


49/70

diverting attention away

from item of significance


50/70

Deadly Mistakeonly focus on.

traffic community

banner ads journalism skills


51/70

Sweet.Newspaper is falling

right into our trap


52/70

Patch Grows Efficiencies of scale

Walmart effect

Infra-structure

Additional revenue ops


53/70


54/70

Huffington Post& The Great Roll-Up

similar to isp, cable, radio, newspaper

Low-cost & profitable

Pageviews & uniques

Management success

Leverage web 2.0 & 3.0

Social, viral, commenting

O i


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Overcoming

Common Objections

NotInterested

Groupon

Facebook

Google

Newspaper

Doesnt

Work

Alreadyhave Site

Cable No BudgetDont See

My Ad

Tried it.Did notWork

k


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Internet Prime Time

Mon-Fri 9a-5p

At Work Day-Part

Morning

Mid-day

Evening

T l R d hi


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Website: xx,000 Unique / readers

Mobile: x,000 Apps, alerts

Social: x,000 Facebook, Twitter

Email: xx,000 Opt-ins

YouTube: xx,000 Subscribers

Total Readership

Newspaper: xxx,000

Online: xx,000

Total Reach: xxx,000

Total

Online


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Home Page

LARGEPremium

Unit


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Hyper Local


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Blogger Network

Farm Systemfor Newsroom


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USPUnique

SellingProposition

Newspaper TOOLS

Legacy

Feet on street Local content creation

Client relationships

Brand familiarity

Print / Traditional distribution


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Newspaper TOOLS

Video

Social & Mobile

Integrated / cross platform

Large newsrooms Aggregation, Blog networks


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Newspaper USPunique selling proposition

What can Newspaper offer

that PATCH & OTHERS cant ?


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MelTaylorMedia.comTwitter: @MelTaylorMedia 267-625-5313

[email protected]

America EastHershey, PaMarch 15, 2011

Mel Taylor vs. Rob Curley: Digital Cage Match

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