michael gay: the year mobile took over: how local news adapted

2013: The Year Mobile Took OverJournal Broadcast Group!

Michael Gay, VP Interactive Media mgay@jrn.com

Where we started

• Native apps available, but no mobile websites!

• No on-air marketing or support for downloading of apps!

• No use of app notifications for breaking news alerts

2013: Mobile Shift

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Jan Feb March April May June July August Sept Oct Nov Dec

Mobile Desktop

The problem: Monetizing mobile

Comparing platform value Before redesign of mobile

Desktop Mobile Site Mobile App

Ads per page 5 1 1

Total CPM $35CPM $3CPM $3CPM

PVs/Session 3 2 6

Value/Session $105CPM $6CPM $18CPM

Comparing platform value After redesign of mobile

Desktop Mobile Site Mobile App

Ads per page 5 1 → 2 1 → 2

Total CPM $35CPM $3CPM → $12CPM $3CPM → $12CPM

PVs/Session 3 2 → 5 6 → 8

Value/Session $105CPM $6CPM → $60CPM $18CPM → $96CPM

Significance of user reviews• Users weren’t a fan of our efforts that added more and larger ads

• We’re constantly working to find the balance between the need to monetize and the need to satisfy our users

• Currently minimizing use of prominent ads that are below a certain CPM

Premiere

NewsChannel 5 mobile site premiere

• This weekend we relaunched mobile site for NewsChannel5.com

• Phase 1 features: • Infinite scrolling of content • Image-dominant design • Quick-load story pages • Geo-based weather content • Live streaming video of shows • Shared URLs

Before After

Michael Gay VP Interactive Media

mgay@jrn.com