Entries for September 2012
General Session: Sales Structure/The Age Old Debate
by Deb Shaw
Borrell Associates CEO Gordon Borrell concluded Wednesday sessions with his well attended presentation on how to structure print and digital sales staff for maximum performance. His presentation was thorough, on point, and backed up with impeccable & indisputable statistics. It also was the topic of many a conversation at last night’s reception at the Georgia Aquarium (sponsored by AdMall) and was deemed by all to be an outstanding end to an excellent day of programming.
Borrell got the program started with two questions:
Is the Internet a sustaining technology to your newspaper, or a disruptive technology?
Do you want a significant share of Internet advertising dollars being spent in your market?
He came back around to question one at the end of his presentation but asked the audience to raise a hand if they answered yes to the ad dollar question and needless to say, everyone put hands up. He then proceeded to objectively make the case for a separate digital sales rep (or more) as he walked the group through a series of statistical slides that easily underscored the effectiveness of this approach. The full presentation and stats are viewable at www.borrellassociates.com/LMA2012
Some other highlights:
- Know your target. How much are local businesses spending on digital advertising in your market?
- Spending data for over 500 markets is accessible through Borrell at www.borrell associates.com/dmr
- Know your potential, not your share. Borrell research has proven that newspapers can expect a 24.6% share of the digital spend in your market.
- Newspaper sites that have a digital-only sales staff enjoy 2.5x digital ad revenue per rep.
- Once you determine your potential revenue, divide that number by $250K and that’s the number of dedicated digital A/E reps you should have.
Access the full presentation at www.borrellassociates.com/LMA2012
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Wednesday, September 12, 2012
Breakout Session: E-mail Marketing
by Deb Shaw
Three media professionals shared the panel to talk about e-mail marketing this afternoon. Each gave insights into their unique approaches but one thing was common – email marketing is generating revenue and it’s profitable.
From left, Samantha, Allison, Rich
From Allison Cusick, Digital Marketing Manager, The Elkhart Truth (IN)
- They’ve been collecting email addresses for years. They’ve been collected from multiple sources but essentially any and all touch points with customers and market residents are used.
- With a total of roughly 77,000 addresses, they boiled that down to just over 41,000 useable addresses when they got ready to go full steam into their email marketing program.
- Since January, they’ve conducted 19 contests and surveys to grow their database.
- They’re selling marketing campaigns to local businesses at the rate of $12/M plus an extra $5/CPM for added levels like gender, income, job industry, interest/lifestyles.
From Samantha Johnston, Executive Director, Colorado Press Association
- Sync2Media is a separate division of the association. Developed to become more relevant to advertisers seeking to buy audience.
- Regardless of how technically savvy your market is, people understand what email is and why it’s important.
- Traditional newspaper and website advertising channels are strong; email is an affordable and viable audience extension tool.
- Consumers prefer receiving email marketing messages over message sent via texting and Facebook.
- Email marketing is very scalable, can be executed successfully in large and small markets.
- Open rates range from 10-17%; click thru rates range from 1.5-2.5%.
From Rich Whippen, President/CEO, Washington Suburban Press Network
- His newspaper network is huge with print circulation totaling over 1,000,000.
- They got into email marketing to generate revenue and it’s working. Last month alone, they generated $150K in profit from the program. Media Prowler is their email marketing division.
- Key ingredients to his success is transparency and purity of the data.
- There are a lot of email marketers – many are peddling inferior data. Make sure yours is clean and crisp.
- They will sell e-mail lists to clients, ranging in price from $25/M to $55/M depending on size and scope of sale.
- Go to www.mediaprowler.com to get a live experience of selecting email data.
- Rich is willing to explore partnerships with other publishers, to wholesale their collected data to others in the industry.
Allison Cuslock, firstname.lastname@example.org
Samantha Johnston, email@example.com
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Wednesday, September 12, 2012
The 2017 Project: Looking Down the Road
by Deb Shaw
Centro Founder & President Shawn Riegsecker is a smart guy and he’s got the capital to prove it. In 2010 he took on the full time job (on top of his full time job) of raising venture capital and ultimately succeeded in raising $22.5 million that settled in December 2010. Good for him and Centro….bad for their 2011 strategy development because the capital raising process was so all consuming. So, as he started 2011, he took himself off to the desert for nine days to think, analyze, and envision what the future looks like so he could plan and direct the best use of his resources.
Centro Founder & President Shawn Riegsecker shared his media vision for 2017 and beyond.
His prognostications took center stage this morning at the LMA Fall Conference as he took the audience of several hundred media professionals on a journey to 2017. Admitting that he’s going out on a limb with his predictions, he also pointed out that he was willing to do so because he believes very much that this is what the future looks like. Some of what he sees ahead:
- Disruption will be 10x the magnitude of what we’ve seen in the last 10 years.
- For newspapers, print large metros don’t exist; national print dailies are still breathing; smaller community dailies and weeklies are doing well. Capitalizing on the local connection is paramount.
- The tablet revolution continues and wreaks havoc on all traditional ways of consuming data.
- There will be a ‘to the death’ match between telco/wireless/cable providers. OPPORTUNITY HERE – these providers will need to advertise!
- Twitter is HUGE. Previously Riegsecker thought Facebook might own Twitter in the future; now he wonders if that might be reversed.
- Mobile phones become more powerful than laptops; the ‘screen’ is important.
- Video is ubiquitous thanks to technology advances in HD compression.
- The preprint problem – he says this business will fall off the cliff in 2014.
- Digital editions survive, and many thrive possibly if they get on the tablet bandwagon now.
- There’s a collapse of segregated and silo media – no more offline or online media. It will all be just media and the choices will be Text, Image, Audio, Video, Social.
- On the buying side, audience and media fragmentation is enormous making the media buying process even more complex.
- Publishers of quality content are the proxies to audience. Local is key. Local media companies, exactly like LMA members, are sitting in the cat bird seat. “As an industry, you guys are in the premium bucket.”
Riegsecker captivated the standing room only audience with these and many other predictions. Time will tell….
Visit www.centro.net for more on Shawn and his company.
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Bonus Day of Programming a Boon for Attendees
by Deb Shaw
In a new approach this year, LMA conference planners added three sessions to the agenda on Tuesday. In years past, this day was devoted entirely to one-on-one meetings with media buyers and the Board of Directors meetings but with so many members on hand prior to the Wednesday AM keynote presentation, planners developed three excellent bonus sessions.
JoeDeBiak, CEO, Center for Advertising Effectiveness
In Session One, Joe DeBiak from the Center for Advertising Effectiveness showed attendees why advertiser ROI is key to increasing digital ad revenue. Using data capture strategies with both digital and print ads, Joe pointed out a potential new revenue stream for publishing companies that helps advertisers grow and increase their ad buy. These strategies also allow newspapers to 'control' the account and separate themselves from competitors. Joe pointed out the do's and don'ts of digital display ads to help maximize their effectiveness... and keep advertisers coming back for more. Learn more about this at www.centerforadvertisingeffectiveness.com.
Bonus Session Two brought Matt Villacarte from Google to address a brand new initiative out of his Consumer Survey division. This partnership opportunity is aimed directly at publishers who offer unique, premium content, aka local media companies. Read more about this session in a separate story on this website.
Impact Engine CEO Neil Greer, right, and VP/Product Development Bryan Depew conducting the Online Display Revenue Boot Camp. Special thanks to Impact Engine for the Platinum Sponsorship of the LMA Fall Conference.
The concluding Bonus Session was presented by Impact Engine’s Neil Greer, CEO, and Bryan Depew, VP/Product Development. Together they tackled the topic of ‘The Future of Desktop, Tablet & Mobile Ad Revenue” in the Online Display Revenue Boot Camp. Here are some key points they imparted:
- In 2012, revenue from online display advertising delivered to the desktop still makes up the majority of revenue.
- By 2016, the number of mobile impressions will overtake desktop impressions as a total percentage.
- Sites that utilize a dedicated rep to online earn 300 percent more in online revenue.
- The majority of real online revenue in online display comes from direct sold, premium ad positions such as Home Page Takeover and Section Sponsorship. These sales are made using Rich Media units such as Pencil Push Down and Interstitial ads; both with and without video.
- Address the direct sold opportunity first and before considering remnant networks.
- When addressing mobile, start with Multi-Screen compatibility with a focus on tablet users.
- Leading organizations such as Morris Communications and San Diego Union Tribune are showing their online display specs using iPad.
- When it comes to selecting an ad server for desktop and mobile advertising focus on the core features and less on behavioral targeting.
Reach Neil and Bryan at www.impactengine.com
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Publisher Opportunity: Monetizing the Micro-survey
by Deb Shaw
Matt Villacarte, Google
Google’s Matt Villacarte, Publisher Development Manager for Google Consumer Surveys, attracted a large crowd interested to learn more about this new partnership opportunity. Launched a scant 6 months ago, Google is looking to connect publishers and market research companies with this survey tool on publisher websites.
Some highlights of the Google Consumer Survey Program:
- Short one or two question surveys appear on newspaper websites, at a break in premium content (an inline prompt) or anchored on top of a page such as an image gallery.
- Readers can choose to proceed to rest of story or to view the gallery by answering a short survey, one or two questions, or taking an alternate publisher-chosen course of action.
- Every time a user completes the survey, the publisher earns revenue at the rate of .05 cents per completed survey.
- Google is seeking producers of unique content to partner with on this program and according to Matt “local news is exclusive” so there’s a real advantage for LMA members to get to the top of the list for partnership exploration.
- Only age, gender and geography of user is tracked.
- Some LMA members are already participating including Shaw Suburban Media. A live example was demonstrated at Shaw’s Newton Daily News. www.newtondailynews.com. Click through top story to see an example of a survey.
- Explore this opportunity at the Consumer Survey home page at https://google.com/insights/consumersurveys/home
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