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May 2, 2023
Craig Hanna & Tim Tucker
Digital Publishing Business Models
Specialist Media Show, May 2010
About EconsultancySpecialist publisher for the digital marketing, digital publishing and ecommerce sector30% + average YOY growth for the last 4 years2010 YTD = 70% YOY growth35+ full time staffOffices in London and New York£1m+ EBITDA 2010
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‘To become THE indispensible resource for any digital marketing/publishing/ecommerce professional looking to have a successful career globally’
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Question: How do publishers make money online?
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Answer: It’s complicated
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Content in a world of ‘free’
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New publishing devices
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Content growth
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Online display advertising will not replace print revenues
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So is this the death of print media?
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Revenue models 1.0
Ad funded
User funded
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Revenue models 2.0
Ad funded
User funded
Service funded
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Advertising funded• Display• Affiliate• PPC• Site sponsorship• Listings• Classified• Directories• Jobs• Email
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Advertising funded• Targeted advertisements on niche
websites are likely to receive a 32% better response rate than generic adverts on major sites.
• This figure increases to an average 42% better response rate amongst 18 to 34 year olds.
Source: Online Advertising Report 2010, Addvantage Media, March 2010
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Innovation in directories?
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User funded content• Subscriptions• On demand• Pay as you go• Micropayments• Archive access
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User funded• 71% of global consumers say online
content of any kind will have to be considerably better than what is currently free before they will pay for it.
Source: Changing Models: A Global Perspective on Paying for Online Content, February 2010
INNOVATION IN TRAFFIC GENERATION AND ECOMMERCE?
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19
Average Total Value / Visit
=62p
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Social Media vs. Other Traffic Sources
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% Change in Econsultancy.com Traffic Sources
97,228 110,558
58,27162,602
16,376 31,506
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
April 2009 April 2010
Google SEO Direct Social Media
April 2009 Social Media = 9.5% of total traffic vs. SEO at 57%
April 2010 Social Media = 15.3% vs. SEO at 54%
Social Media gnawing away at email, SEO, affiliates, direct…
Does social media drive SEO?
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Google “sees” social media links like any other, but how “important” does it consider them?
Page Saturation in SERPs e.g. Econsultancy Top 10 includes Twitter, Blog, Slideshare, YouTube, Vimeo…
Online PR / “reaching out”
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BBC Internet Blog
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Multilingual Search Community
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BazaarVoice Blog
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Internetworldstats.com
| 26
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Answering Questions
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Yahoo! Answers
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LinkedIn Answers
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WikiAnswers
| 31
Wikipedia
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Profiles / ‘Channels’
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34
YouTube (Vimeo, Veoh, Dailymotion etc)
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35
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36
Slideshare
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37| 37
| 2 June 2009 | CheetahMail Retail Forum 2009| 38
Measuring Success
Generally speaking…
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Don’t care about ‘completely accurate’Not even overly obsessed with getting the ‘right’
metricsWhat we’re after…
–Useful–Insightful–Helpful–The relative rather than the absolute–Actionable
“Rather than trying to figure out the 'ROI from social media', you should use social media to
help figure out the ROI from other activities”
Site Analytics
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Social Media vs. SEO - traffic
Site Analytics
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Social Media vs. SEO - commerce
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Service funded• Data (and metadata) services• Ecommerce• Premium access (timely)• Consultancy• Networking• Events• Training• Mobile and location services• Gaming
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Content-centric to customer-centric• What does my audience need?• How can I create communities around
my content?• How can I develop value propositions for
that community?
Econsultancy’s community model
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We address 10 Core Needs of Digital Marketing Professionals:1. Market data, stats, figures 2. Best practice, how-to guides 3. Define strategy, business cases 4. Template files, documentation 5. Innovation, trends 6. Supplier selection7. Recruiting or looking for a job 8. Build skills, get training9. Advertise solutions, services 10. Network, meet peers
We monetize the community with an integrated portfolio of services• Bundled offerings• The more services a customer uses,
the more valuable they become
Become an Agile publisherWe are changing constantlyContent driven by users and usageGeographical locations driven by opportunity – move fast, create market shareNew business very proactive – call within an hour!Don’t always go aloneCrowdsourcing internally and externallyVery little debate – do it cheaply, if it works accelerate
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Thank you
E: craig.hanna@econsultancy.comTw: cragster
MSc in digital publishingcreating tomorrow’s publishing leaders
http://econsultancy.com/training/qualifications/publishing
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