digital winners 2013: nedregotten pal olsen-ragnhild
DESCRIPTION
Digital Winners 7-8 November: Riding two horses - balancing digital growth and user payment in local media markets, Ragnhild Kristine Olsen and Pål NedregottenTRANSCRIPT
Betalt innhold på nett Utfordringer, muligheter, løsninger
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Riding two horses balancing digital growth and user payment in the Norwegian local media market
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!Pål Nedregotten VP Development Ragnhild Kr. Olsen Head of analysis
TRANSITION
HARD WORK
| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !4
Distribution model
| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !5
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Subscription The newspaper finds you
Single copy sale You find the newspaper
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Subscription Sale already done before the reader picks up the paper
Single copy sale Front page extremely important for the sale
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Push Pull
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PullFront page extremely important for the sale
Quality of online front page extremely important for offering readers value – and retaining them
| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !11
Page impressions resulting from first page view, Week 43:
32,857,392 of
40,398,704 !!
attributable to
front page as entry point
19 %
81 %Front page
Other
| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !12
InventoryA good front page = a valuable front page
Potential subscribers
Front page
Conversion to
subscribers
Pull: The conversion funnel
100% ?%
VG.no 1,526,280 users per day (desktop), week 43 30.000 subscribers Conversion = 2%
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How many will you be able to convert?
Some simple conversion math
http://www.kampanje.com/medier/article6951288.ece
100% 2%
Subscribers Front page
Value delivered
Pull: The readership funnel
100% ?%
100%
100%
?%
?%
Pull: The subscription-readership funnel
EDITORIAL QUALITY
!Subscription vs advertising !“core readership” vs maximum readership !Difficult on-the-ground editorial decisions
Balancing act – both editorially and business-wise
“Online ad revenue in the third quarter closed in on 1,3b NOK. Sales of online ads netted more than 140 MNOK more than daily newspapers in the third quarter.”
http://www.kampanje.com/reklame/article6962466.ece
100% ?%
Advertising inventory
| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !23
PushWhat is the digital equivalent of the mail box?
How do we find the readers at home?
SMS
Push alerts
Facebook + Twitter
| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !25
Old game – new rules
29.883
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Sb.no: • 70% conversion
from print to digital
• 30% conversion from open to logged in web traffic
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Sb.no: • 70% conversion
from print to digital
• 30% conversion from open to logged in web traffic
• 45% loss of desktop traffic
• 30% loss in mobile traffic
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Si!30
Desktop Source: TNS Gallup
Launch tb+ og dt+
Launch Glåmdalen Total
Launch SB Total Launch
HA Total
-100 %
-75 %
-50 %
-25 %
0 %
25 %
50 %
75 %
100 %
jan feb mar
apr
mai
jun jul aug
sep okt
nov
des jan feb mar
apr
mai
jun jul aug
sep okt
dt.no tb.no h-avis.no glomdalen.no sb.no
Si!31
Mobil Source: TNS Gallup
Launch tb+ og dt+
Launch Glåmdalen Total
Launch SB Total Launch
HA Total
-100 %
0 %
100 %
200 %
300 %
400 %
jan feb mar apr mai jun jul aug sep okt nov des jan feb mar apr mai jun jul aug sep okt
dt.no (mobil) tb.no (mobil)h-avis.no (mobil) glomdalen.nosb.no (mobil)
1 in 5 logged in users visit the website only once or twice
during the course of the
month
0 %
8 %
15 %
23 %
30 %
Under 20 år 20-29 år 30-39 år 40-49 år 50-59 år 60-69 år
NIP AMEDIA MARKEDInnloggede abonnenter
9 %
24 %
24 %
25 %
12 %
5 %2 %
Sub 2020-2930-3940-4950-5960-6970+
“Messaging and marketing really matters. !
Press+, the dominant independent provider of paywall services to US daily papers, has found a great disparity among those who employ best practices compared to those who just put a paywall and expect it to work. The differential: 10-1. !!
While how much unique content a publisher offers and where they set the metered paywall (allowing three to 20 free articles a month) matter, it’s messaging and marketing that can make a huge difference. !Trial offers – usually variations of 99 cents – used innovatively continually refresh new customer lists. Acquainting readers with the new systems – the why and the how – helps significantly. !Messaging that takes into account unique reader habits, gleaned from new troves of data gained with registration, improves the take and retention rates by a good margin.”
http://www.allvoices.com/contributed-news/15845737-paywalls-open-publishers-eyes-to-modern-marketing
TRANSITIONTest, fail, learn, adapt, evolve