- 1. California Newspaper Publishers Association Press Summit May
5, 2012 San JoseProfit-First DigitalMelTaylorMedia.com
267-625-5313
2. Mel Taylor Background 3. You Know How to Win 4. Print
FirstHybridDigital First 5. March 2009 6. Wrong QuestionIf
Newspaper shut down. What would take its place?2009 7. Right
QuestionDo Advertisers Care About News?2009 8. FAIL Online
Journalism looking forRevenue Models 9. SMART Proven Revenue Models
that supportOnline Journalism 10. 2 Masters Reader Advertiser 11.
JournalismPageviewCPMSocial FollowersNewspaper
NeedsAppsMobilePaywalls 12. Search PromotionSmall Business Needs
VideoWeb PresenceSocial Database 13. News Not a Business Model 14.
3 step plan Run Web like Business Understand Competition 1. Reduce
costs Leverage Digital Operational Efficiency2. Increase Revenue
Share IncreaseShare share print Increase Audience 3. Tap new
revenue 15. Core Business Newspapers Journalism Communications
Advertising Enable Commerce 16. Protect Local Business Relationship
17. Run Web Like Print Think like Publisher / Owner1. 2. 3.Profit
Operations Editorial 18. Common Errors Salaried exec in charge
Research for sales directionOver-reliance on vendors Poor inventory
managementClunky and limited CMS 19. Digital Operations Manual Do
you have one? 20. Digital Ops Manual How we do it Style guide
Process System Rules 21. Whos in Charge How many in charge of
web?Salary or performance based? 22. Who Should Manage Web? ONE
PERSON compensation & job security tied to web profit 23. Who
Drives Digital Bus? Someone like this? 24. Who Runs Website?
Mandatory Skill Set 1. 2. 3. 4. 5.Think like Publisher
Entrepreneurial Biz-Dev & Direct Sales Digital DNA Traditional
Marketing 25. Who Runs Website? Webmaster Designer Editor Marketing
Vendor 26. Tells you what you can and cant sell online 27. Ask
Pressmen about print ads you can sell ? 28. Bad user
experiencePlatform cant do it We dont offer it Always done this way
Dont have time Too expensive 29. Beware We hit our web budget Web
rev up 500 % Web traffic is strong 50,000 Facebook Fans 30.
Research 31. Get Online 32. Irvine, Bakersfield, Sacramento 33.
FREE Local Plan 1st year 3-page website Domain name Website hosting
Email support Year 2 (per month) $4.99 site/hosting $2.00 domain
Cancel any time 34. Reps Blind Know how clients are spending
budgets? 35. Ask Client 1. Current marketing mix 2. Current digital
mix3. Digital you are considering 4. Whos pitching you ? 36.
InternalPoison 37. Remove Bozos Recent Online News Conference 38.
Remove BozosRecent Online News Conference
http://meltaylormedia.com/2011/11/if-steve-jobs-ran-your-newspaper/
39. Meet Dick Hi. Im Dick. 40. Meet Dick Print Sales Superstar Hits
budget w/o Web Hi. Im Dick. His clients buy web From competitors
41. Dont Train Sales Staff until system is ready until managers are
ready train the trainer 42. Overhaul Comp Revenue per rep &
manager New business per rep (per month) Grow % of current clients
High commission: new clients Low commission: transactional Bonus
& PENALTY 43. Compensation Revenue & New Business Per rep
& manager Per monthCommission 25% or more for new biz 10% or
below for transactional 44. Integrated Sales Force Structure All
reps as super sellers 1 web champion 1 point of contact for client
Offer many solutions Reach & power of all platforms 45. Local
Sales Protect & grow your LOCAL staff Keep client relationships
to YOURSELF YOUR managers as trainers YOUR managers do 4-legged
calls Using imported sellers, makes rep look WEAK 46. Lower Costs
Person in Charge: Financially motivated? Get lowest cost & best
features? 47. Huffington Post Traffic Low-cost Advertisers
Profitable$315m 48. Aggregation 49. How They Decide Reads paper
Support Journalism Pageviews or CPM News coverage Social, Mobile,
Video 50. Ad Mix see local business looking GREAT? 51. WEAK Banner
Design Creative 52. Design Branding focus No call to action Why
full URL ? Why zip code? Will you get credit ? 53. How to make it
better 54. Banner Design good or bad ? 55. Banner Design 1. 2. 3.
4.KISS Clear graphics Clear messaging Understood in 2 secs ? 56.
Banner Design 1. No web address 2. What is goal ? > brand >
message awareness > direct response3. Call to action 57. Sales
Kit Easy to understand? For local business & reps Advertiser
focused? 58. the Kit 59. Total Reach In-Print: Website: Mobile
YouTube Twitter Facebook Emailxxx,000 xx,000 xx,000 xx,000 xx,000
xx,000 xx,000Total Reach: xxx,000 60. MySanJose.comReaching xx,xxx
San Jose adults each monthOn-Air, Online & Marketing Services
for San Jose Area BusinessHow We Help: Brand & Message
Awareness Be seen, Get your message out Online Presence &
Reputation Looking good online Database Marketing Customer email
& Mailing Lists Online Couponing Daily Deals, Promotions,
SamplingWho We Help: Yoga, Fitness & Health Beauty & Hair
Boutiques & Retail Restaurants & Food Entertainment &
Culture Family & Kids Contractors Doctors, Dentists,
LawyersSuccess Storiescan MySanJose.com do this for you ? Client
Logo Client Logo 61. Another Local Business SUCCESS STORY How can
MySanJose.com help you ? BUSINESS NAME (Logo & picture of
business) VERY brief description of business. Location of
Business(BUSINESS NAME) CHALLENGE: (what they needed help with)
Restaurant launching new catering hall and menu. Needed help
getting word out, having target customers see upgrades to building,
new menu , download new menu & coupon to sample food item.PLAN
( media company name ) PROPOSED Large format banner on website home
page, every Friday Custom promotion & contest to build email
list, encourage sampling, Downloadable coupon Social media plan
using Facebook & Twitter Produce video profile & behind the
scenes tour of businessRESULTS ( insert business name here ) Built
database of 500 using contest giveaway Raised brand & message
awareness via: 750,000 banner impressions 400,000 logo sponsorships
impressions 76,000 viewed video tourCLIENT TESTIMONIAL WOW! Linda
and her team did a fantastic job helping us get the word out
about____. We now have a email list of 600 and 250 new Facebook
fans. The video looked great on the site, and is also perfect for
our own website and Youtube channel. John Smith, Owner, Ocean
Village Restaurant 62. Helping San Jose BusinessIn-Print &
ONLINE 63. 3 Simple Packages 64. At Work Day-part Internet Prime
Time Mon-Fri 9a-5pMorning 6a-10aMid-day 10-3pEvening 8-11p 65.
Beware Exercise Caution Intermediaries, Middle men 66. Toll Taker
30% to Steve Proceed with Caution 67. Build business on land you
dont ownShare cropping 68. Rate Card & Pricing Supply &
Demand (not CPM) 69. Smart Practice weekly instead of monthly
ratessounds expensive$ 400. per monthsounds reasonable$ 95. per
week 70. Super Dumb Protect rate card integrity @ $10 cpm and
then..Sell unsold inventory to ad networks @ $1 cpm 71. Pricing Mon
Tues WedThursFri$100$150$175Sat Sun 72. Sweet Spot Pricing
Designate a premium unit Sell 24 hour exclusive Limit inventory7
onlyPick a day Pricing Flat Fee.Raise rate as you sell out Short
commitment (3-6) 73. Inventory Management 74. CPMs 75. Inventory
Glut How we build the paper 76. Dumb Ad Networks on Home Page &
Section Fronts 77. Remnant Ad Network on Home PageCause for
Dismissal 78. Competitor Remnant AdCompetitor Remnant AdRemnant Ad
79. Competitor Remnant Ad on AUTO Page 80. Ad Units & Placement
81. See anySuper Premium ad positions ? 82. Expandable Pencil
Pencil Ad 83. Sliding Billboard or Expandable Pencil or Curtain Ad
84. Expanded Sliding billboard 85. Large Format 86. Your Site? 87.
Newspaper BLASTS Tweets Facebook Email AlertsIntegrated
CampaignCapture & BUILD DATABASE Facebook Twitter MobileOnline
PromotionDownload Coupon Join Contest Watch Video 88. Client
Education 89. TRIBUNE Digital Services 90. Web Marketing 101 For
Local Business 91. Web Marketing 101 For Local Business 92. Remove
Geek Speak cpm pageviews uniqueswtf click-thru rate leaderboards
pixels impressions 93. Community Newspaper (no website)City
Suburban News Vs.AroundMainline.com Indie WordPress site 94.
Indie-WordPress siteWINSBeats: Philly.com City Suburban News
Mainline Today 95. Community Newspaper w/ NO WebsiteBrigantine
Times Vs.BrigantineNOW.com WordPress site 96. www.BrigantineNOW.com
97. Competition Surprising NEW Players Going After Local Dollars
98. Hyper Local -Ad Network -63 sites -PBS -NPR -Ad Agency 99.
Multiple Uses Breaking NewsAd-supported PromotionsMarket to
Advertisers Rte 9 is closed Lady Gaga tix on sale Friday Red Sox
beat Yankees 99-0 Deal of Day Coupon download Win Trip Stand by
rate now avail Home page unit now avail Spring special 50% off 100.
How GREAT sites lose money> No Super-Premium Ads > The only
local ad is pushed outside of content area > Low CPM ad networks
sucking up home page of this otherwise strong news-site. 101. Media
Kit 2 Yrs oldLeaderboard should be called TOP BANNER Complexity
& Inside-Talk Kills Sales2012
