University of Missouri Missouri School of Journalism

Turning Digital Dimes into Dollars

Stephanie PadgettAssistant Professor, Missouri School of Journalism

January 2013

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Measuring Readers

University of Missouri Missouri School of Journalism

vs.

University of Missouri Missouri School of Journalism

Measuring Digital Readers

• Get a tracking system– Google Analytics, Omniture

• Create daily, weekly, monthly reports– Where are your digital readers?

• Capitalize your traffic– Sell what readers visit

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Measuring Digital Readers

University of Missouri Missouri School of Journalism

April Page Visits: March Page Visits:

Source: Google Analytics, Tidewater News 2012

University of Missouri Missouri School of JournalismUniversity of Missouri Missouri School of Journalism

Printed Obits

• Written by?• Section?• Most read?• Premium ads?

University of Missouri Missouri School of Journalism

Digital Dime Opportunities

• Leverage the data• Create revenue streams• Meet the market needs– Readers and advertisers

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Opportunities

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Opportunities

• Premium announcement• Premium online ad packages– Leaderboard (728x 90)– Medium rectangle (300x250)– Fixed monthly cost or premium

CPM– Funeral home, florist, insurance

agents, financial planners• AdSense ads– IAB “rising star” units

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Texting

Inspiration provided by Houston Herald

University of Missouri Missouri School of Journalism

Inspiration provided by

Houston Herald

University of Missouri Missouri School of Journalism

Inspiration provided by

Houston Herald

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Texting

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Texting

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Texting

Market Need:• Timely info• Opt-in• Push delivery• Community service

Revenue Source:• Platform sponsorship• Text “rental”• BTYB sponsors

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Email

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Email

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Email

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Email

Market Need:• Customized news• Opt-in• Push delivery• Segmented audiences

Revenue Source:• Platform sponsorship• Email ads• Advertiser Email blasts

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Ideas: ContestsReaders

Email/Text

Revenue

Bigger Email/Text

Lists

Contests

Participants

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Contests

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Contests

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Contests

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Contests

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Contests

…put your name front and center for fans returning week after week to make their picks.”

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Contests

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Contests

• Cutest Baby• Cutest Pet• Backyard Makeover• Beauty Makeover• Room Makeover• Green Home• Travel• Recipes• Photos• March Madness

University of Missouri Missouri School of Journalism

Digital Dime Opportunities: Contests

Market Need:• Opt-in• Fun• Leverages key events• Generates buzz

Revenue Source:• Title sponsors• Weekly/Secondary sponsors• Increases text/email lists

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Digital Dime Strategy

Readers

Email/Text

RevenueContests

Participants

University of Missouri Missouri School of Journalism

Newspaper Past

University of Missouri Missouri School of Journalism

Newspaper Today

Community Information Provider

University of Missouri Missouri School of Journalism

Be the Leader!

• Tribute.com—targeting funeral homes & TV• Radio listener clubs—contests & email lists• Groupon/Living social—segmented databases• Meguiar—hyper-local text messaging

Own Your Market!

University of Missouri Missouri School of Journalism

More Digital Dime Ideas

University of Missouri Missouri School of Journalism

More Digital Dime Ideas

University of Missouri Missouri School of Journalism

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University of Missouri Missouri School of Journalism

THANK YOU!