Newspapers

‘Alicein

Wonderland’

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Newspapers, internet and earning money

Hubert DiemelMarket Analyst, Wegener MediaVentions

Joost de ValkSearch Strategist, Onetomarket

The Netherlands

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Today's presentation

Who we are

Earning money with an online newspaper portfolio

How did Wegener choose a SEM partner

How to SEO a newspaper…

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http://images.google.com/images?hl=is&q=Wegener&btnG=Leita+a%C3%B0+myndum&gbv=2

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Who is ‘Wegener NieuwsMedia’

• Since november 2007 part of Mecom Group plc.

• Regional newspaper publisher, the biggest in The Netherlands (circulation 860.000)

• Including 7 online newspaper websites• Unique Visitors 1,6 million and Page-

views 45 million per month (STIR, november 2007)

• Annual turnover € 668 million

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Who is ‘Onetomarket’

• Online marketing firm, since 1999

• Offices in Arnhem (NL), Barcelona (ES),

Madrid (ES) and Berlin (DE)

• More than 50 online marketing specialists

• Speaking 8 languages natively• Services include: SEO, SEM, Link Building, E-Mail

marketing, Online advertising, Reputation Management

and online marketing consultancy

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What is Wegener MediaVentions

• Wegener MediaVentions is a central division responsible for business development, project management and support of the 7 online newspaper activities

• We’re helping our 7 newspapers with new ideas, marketing information and practical tips in marketing and sales areas

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Do we earn money ?

http://www.flickr.com/photos/hegarty_david/528598100/

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Would you buy an electric toothbrush ?

http://www.flickr.com/photos/7553795@N06/439219823/

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Would you buy an electric toothbrush ?

Supermarket test case,– toothbrushes and wine coolers– during 2 weeks online ads on 1 newspaper website

Toothbrush, 50% discount

Wine Cooler, x discount

NO advertising in printNO prominent position in the Supermarket

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Supermarket results

Investment Supermarket: € 0,=

Week 1: > 60 sold wine coolers

Week 2: > 600 toothbrushes sold

A very satisfied advertiser

Contract until the end of 2009, worth € 40.000,=Success = online reach

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Cross-media Information campaign

http://www.flickr.com/photos/7521032@N04/1412172252/

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Cross-media Information campaign

• Rebuilding the Deventer Hospital• Inform patients and interested parties

– April 2007 / March 2008

• Monthly information page in our newspapers

• Online special with up-to-date hospital and newspaper news

• Availability of an CMS, for the hospital communications department

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Cross-media results

Investment Wegener € 1.500

Banners and text links sold > € 12.000

2 x video reports sold € 2.000 Click ratio Banners 1% Success = online reach

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Would you follow the lead ?

http://www.flickr.com/photos/zen/268856737/

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Would you follow the lead ?

Co-ownership of the website BenZeker.nl

Comparison website with financial productsProducts: mortgages, loans, savings, insurances

Model is ‘Lead-generation and clicks’ 50/50

Continuous newspaper ad-campaign

Online ads on all 7 newspaper websites

Start November 2007

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Lead-generation results (1 month)

Investment Wegener: € 2.500 total

Unique Visitors 8.000 and 3.600 paid clicks

Car insurance, 40 quotesMortgages, 16 appointments with a broker

We need to fine-tune and give continuous media attention

to grow.

Success = online reach

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So, do we earn money with our online newspaper portfolio ?

YES we do

http://www.flickr.com/photos/hegarty_david/528598100/

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Search engine marketing partner

http://www.flickr.com/photos/christianoneto/1640957850/

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The search for a SEM partner

More visitors, more pageviews, more advertisers

Better R.O.I.

Timetable:

2007, SEO and SEA, optimization 2008, newspaper sites online, aggressive market approach

2009, strong relationship with visitors and advertisers

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The search for a SEM partner

What is SEM, ask questions

Visit experienced SEM users/companies and listenInvite 4 SEM companies for a pitch

Why ‘One To Market’– their Experience– their Motivation– their Price

– Our gut feeling

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What about ‘Alice’

http://www.flickr.com/photos/kirstiecat/2112154506/

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How to SEO a newspaper…

Most newspapers that go online are authorities in

and of itself

You “just” have to fix some technical issues

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How to SEO a newspaper…

After that it’s all about awareness and the

mindset

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First: the technical stuff

Getting the

front page

indexed is easy

http://flickr.com/photos/hoder/9365819/

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Are your archives dusty?

But what about the

archives?

http://flickr.com/photos/sigma/37083145/

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Links, links, links…

It’s all about (internal)

link structure

http://flickr.com/photos/joshsommers/958642299/

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Duplicate content

While preventing duplicate content

http://www.google.com/search?q=intitle:%22Bush+fights+for+relevancy+in+last+state+of+the+union%22&hl=en&pws=0&filter=0

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Show some results

1,5 months after release of the “simple technical stuff”:

40% traffic increase from organic search

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Tagging

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Use your network!

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Be aware of the competition

5.7 million readers!

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The hardest part:

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Make this guy

http://flickr.com/photos/ljesmith/292424850/

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Understand this stuff

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To rank well

The newspaper has to become

part of the web

And not just an observer