new revenue for news organizations
TRANSCRIPT
@pgillin
“The number one thing we do as an organization
is provide marketing services. If building a
Flickr account will help a client’s business, we’ll do
that for them. “Most of our sales are coming from social media work, events
and services.”
-Ben Ilfeld, Founder
Advertising now comprises less than
50% of revenue.
How Sacramento Press Does It
@pgillin
Advertising
Circulation
Custom
EventsTraining
Transactions
Database
Syndication
Pub. Svcs.
Affiliate
Micro Transactions
Grants
Revenue of the Future
(Not to scale)
Why Let Them Have All the Fun?
Local advertising is a $25 billion
annual market in the US. No one owns it.
@pgillin
What Are You Doing to Help This
Guy?
Beyond Classifieds
What can we do to facilitate
the sale beyond
running the ad?
@pgillin
@pgillin
“Reinventing newspaper classifieds means becoming more active in the selling process. Your job now is to help people sell cars, homes, bicycles; rent apartments; sell homes; find people jobs, and dates, and handymen.”
-Christopher Ryan and Steve Outing
@pgillin
Book with
Contribute your
review!
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Special Coupon Book For Our Readers!
In partnership with
Take
Part In
the Sale
@pgillin
Some b-to-b publishers are
events companies
disguised as magazines
Event Promotion
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Membership Has Its Rewards
• Chat with local sports figures• Discounts at local businesses• Affinity programs• Education/training credits• Buyers clubs• Backstage passes• Advance screenings• Golf lessons
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What Craigslist Can’t Do
• Contextualize• Compare• Tier Services• Advise• Give Back• Market
• Review• Design• Rate• Package• Create
Storefronts
Craigslist is freakin’ text ads.
You can’t beat Craigslist at its own game.
You must change the rules!
@pgillin
Can Paid Subscriptions Work?
They’re Working For These Guys
The key is to provide a high
level of perceived value.
You can’t sell subscriptions to a
commodity.
And is the tradeoff really worth it?
@pgillin
How About Micropayments?
Ubiquitous
A successful system must be:
Drop-dead simple
Rechargeable
Can you enable this for your small business customers?
@pgillin
Seek Inspiration From Models That Work
Customer ratings
Personal profiles Comparative ratings
Contextual advertising Local connections
@pgillin
How Starbucks Could Be a News Powerhouse
Customer defines interests online…
Presents affinity card at point of
sale
Back-room printer turns out custom newspaper…
For customer to take to work.
Payment by subscriptio
n fee or affinity
program
@pgillin