How to own the local market for online news and advertising
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Transcript of How to own the local market for online news and advertising
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Emerald Media Own College News Online
ACP 10.25.13
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#NOLA13online
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The news
The business
What you can do
The overview
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The news
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News // What’s worked
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News // What’s worked
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News // What’s worked
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The business
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Business // Giving it time “The unfortunate fact is that online journalism can’t survive without without a wealthy benefactor or cat GIFs.”
— Matthew Ingram PaidContent @matthewi
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Business // Consider
Digital advertising sales growing 15% / year
The New York Times digital ad revenue -4% in Q1
McClatchy up 1.5% in Q1
Google + 4 others own 2/3 of digital ad market
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Business // Digital ad sales
Source: Reflections of a Newsosaur
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What you can do
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Do it // The plan
Consult the best
Understand the present
Make a goal for the future
Make a tactical plan to get there
Make it happen
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Do it // Consult the best
College
University of North Carolina
University of Georgia
Ohio State University
University of Pennsylvania
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Do it // Consult the best
Professional
Quartz
Mashable
BuzzFeed
Huffington Post
PolicyMic
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Do it // Goals
What does your dream news website look like?
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Do it // Present
What do your readers want?
What do your metrics tell you?
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Do it // Tactics
Find your niche
What’s hot?
Deep content
Partnerships
Social media
Video & photo
Humor / Quackd
Real time
User-generated content
Banners v. sponsors
Native advertising
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Do it // Giving it time “Most overnight successes are 20 years in the making.”
— Sam Walton