Presentation to students, bloggers, editorial & newsroom personnel at CUNY. Nov. 2009 New York City. New Business Models for News with Jeff Jarvis

1. MelTaylorMedia.com [email_address] 267-625-5313 Hyper-local Online Revenue Strategy November 11, 2009 Presented by Mel Taylor

4. Mel Taylor Media recent client list

5. hey… we’re into digital ! we use twitter & blogs ! we put the paper online via PDF ! is this you ?

6. gonna build a news site then pray that sales magically appear

7. Pulitzers never made Newspapers great businesses Local Distribution Monopolies made Newspapers great businesses

8. web revenue just out of reach ?

9. i am slightly taller than jeff due to my strategic use of mousse fun fact

10. Help me. I am... EZ Web Selling

14. mandatory re-think design… tech…editorial must think revenue too

20. Online USER Growth Monthly Visitors 24,000 12,000 30,000 Source: ___________

21. Online PAGEVIEW Growth 242,000 114,000 281,000 Monthly Pageview Growth Source: ___________

24. online video that pays

26. online info-mercials Click here to watch sample http://meltaylorclientsamples.blogspot.com/

27. online photo-mercials Click here to watch sample http://meltaylorclientsamples.blogspot.com/

29. advertising design a top reason contributing to client cancellations: non-compelling, ad units think different

30. In order to lure advertisers back… traditional media gets VERY CREATIVE

33. large format banners

35. smart practice custom page skin

38. smart practice road block 100% sov (share of voice)

43. smart practice home page cube 300x250 above scroll

45. easiest ad unit to sell sliding billboard smart practice http://www.tribuneinteractive.com/clients/091908_jcpenney/demo1.htm

46. http://www.tmccreatives.com/

53. dumb practice letting ad networks on home page & section fronts

54. ad networks on home page not smart

55. think about it… newspapers are careful about who gets a front page ad in their print product ( hand-selected business pays premium ) but… they don’t follow the same smart rules about ad placements in their online product

56. not smart

58. smart practice text links e-commerce rev-share

60. web advertising 101 seminars for local business local advertiser education

69. How to invite local advertisers: This invitation was sent to local print advertisers of Philadelphia Inquirer

74. to advertise your business would you only use yellow pages?

75. branding keep name out there message awareness educational (ex: sale)

83. what sites to consider ?

84. WTF ?

86. integrated campaign

88. bigger not always better struggle to monetize

89. bigger not always better stop growing lo-value, commodity page-views start growing ‘ high advertiser value’ content

90. why an online ad inventory glut ? print newspaper: lay out the ads first, then fill ‘NEWS HOLE’ w/ content. online newspaper: create & upload content first, then try to fill always variable ‘AD HOLE’

91. what online content should you build ? determine local content hole > local consumer need NOT being met online > of little interest to national, online only company > can leverage local feet on street determine advertiser demand > what categories want to advertise in this content?

95. Mel Taylor Testimonials Our ‘ Web 101 for Small Business ’ seminar was a huge success; we generated over $132,000 in revenue and signed 26 advertisers that had not previously run with The Morning Call. We increased our average revenue per account by 18%. Mel is charismatic, well spoken and easily captures attention of the crowd. He takes the time to build a story that can make the most difficult concepts seem easy. Before the client seminar (where Mel trained our sales staff) he addressed the most common objections. Mel helped give the sales staff more confidence, and made them fully prepared to sell. At the client seminar, Mel engaged the audience, spoke in terms that made them comfortable, and made professional reference to promote our Newspaper website, without losing credibility as a professional, outside consultant. Dan Sarko ; VP of Interactive; Tribune Newspapers Pa. March 2008, October 2008

98. MelTaylorMedia.com [email_address] 267-625-5313 Hyper-local Online Revenue Strategy November 11, 2009 Presented by Mel Taylor