Local Social Meeting interactive consumers where they are
Mark Medici Cox Newspapers
Local Social
Content delivery – audience tiers
Potential Interactive Audience
Potential Social Audience
Current AJC.com Audience
Premium
interactive
Audience
21% of the Atlanta marketplace is 18-29 years old. Only 15% visited AJC.com the past 7-days. 83% engage socially.
The AJC has over 450k followers and friends yet only produces 80K visits a month
67% of all interactive consumer engage in social media. 71% of women engage with social media
Currently declining in both impressions and monthly visits. Our biggest audience segment is 30-49 year olds
Only 25% of 50-64 year olds visit AJC.com on a past 7-day basis (only 24% to any media site)
Our legacy audience we must migrate. Surprisingly, 32% of 65+ year olds engage socially. How do we include social features on the my sites?
Lapsed legacy audience might not be easy to re-acquire digitally. Only 7% of 65+ year old utilize AJC.com past 7-days.
myajc.com
Premium News and
Information
Social platforms
Growing in adoption and adaptation
AJC.com
Traditional Interactive User
Experience
Local Social
Three products; Three unique approaches
Development for our print subscriber to encourage migration and increase perceived value
$25M annual business. Downward pressure on page views. Undergoing complete “reimagining.”
Incredible adoption among 18-29 year olds and women.
Current
myajc.com Social platforms AJC.com
Local Social
Three products; Three unique approaches
Goal
The networks
Local Social
Social – How brands are using social to aggregate audiences The social networks drive more than 25% of the interactive page views a month…globally
Brands are using social aggregation and curating platforms to capture the conversation happening around their brands
The networks
Local Social
Social – Content start ups are going one step further The social networks drive more than 25% of the interactive page views a month…globally
Content companies are using social aggregation and curating platforms, pairing these platforms with small editorial staffs to create audience around topics
Local Social
Social – How can we leverage social to acquire new audiences
Falcons UGA Local Hoods Local Travel Weather Food
Our free site brands have great local scale. How can we leverage our brands to engage audience socially around “topics” we no longer scale or enhance the engagement of topics we own?
Topics/content live in both traditional and social spaces. Some support each other, some live uniquely in one space.
Local Social
Growing social reach through traditional means
AJC.com maintains/reimagines content attributes to serve multiple audiences while enhancing engagement through local relevant social topics
The social platform encourages social interaction around passionate topics without having to engage with traditional media. The consumer is in total control of what they want/how they want to engage
The platform allows advertisers to play in both traditional and social environments simultaneously