Niche Opportunities with Native Advertising presented at the Native Advertising Summit

1. 7/10/2014
1
F d Ni h & N tiFood Niche & Native
Brandon Erlacher
@bserlacher
Publisher
The Elkhart Truth
Native Advertising Summit
July 9,2014
Today
 Flavor574
 Concept & Strategy Concept & Strategy
 Products
 Metrics
 Packaging
 Next Steps
Niche Opportunities & Native Advertising

2. 7/10/2014
2
Concept & Strategy
 Niche Content Play: Food
 Geographical boundaries (574)
 Strengths
 Build off of Elkharttruth.com and Radio reach
 SEO play
 Same CMS Same CMS
 Leverage packaging across brands
Huge differentiation advantage to publishers! Organic SEO and Trust…
Content Types
3 Content Types Sections
 Content Marketing (Native
or Sponsored)
 Journalist created
 User-generated
(Columnists)
 Eat
 Drink
 Make
 Guide
 Events Events
We are able to offer our advertisers/sponsors the opportunity to get in front of a highly
engaged community of ‘foodies.’
The challenge now is educating our advertisers that the value of that engagement
Outweighs smaller readership.
Niche Opportunities & Native Advertising

3. 7/10/2014
3
Newspaper Food
Content & Flavor
 How does it work?
 All food content originates with
Flavor
 Story lives on Flavor
Newspaper Food
Content & Flavor II
 How does it work?
 All food content originates with
Flavor
 Food critic and blog live on Flavor
 Bylines in newspaper have Flavor
 Elkharttruth.com shares Flavor
stories via social
 SEO
 Larger audience, drive traffic
 Lends credibility
**Rule: We never post the same content on Flavor574.com and Elkharttruth.com
A digital asset only lives in one place. Link to it from other brands…
Niche Opportunities & Native Advertising

4. 7/10/2014
4
Social and Email
 Twitter
E il O R b Li Pinterest
 Facebook
 Google+
 Daily Newsletters
Make
Full
Email Open Rates by List
0 20 40 60
Eat
Drink
Niche product
engagement is very high:
53% on Facebook!
Other Items
 Have a dedicated seller, but also make packages
available to media repsavailable to media reps
 User is first stakeholder. Quality content is key. Not
advertorial. Evergreen content. Native is a win/win.
Think Quality Score!
 Staff includes a Project Manager who reports to
Creative Services, a dedicated seller and shared
reporting resources with newsroom for those who
iare passionate
 Trusted, local, independent contractors
(correspondents) are used to create the native
content
Niche Opportunities & Native Advertising

5. 7/10/2014
5
900
1000
Flavor Traffic
(by Device and Time of Day)
400
500
600
700
800
900
DESKTOP
MOBILE
TABLET
0
100
200
300
Flavor Traffic
(New vs. Returning by Month)
90
78.5
67.4
57.2
53.9
21.5
32.6
42.8
46.1
30
40
50
60
70
80
90
0
10
20
March April May June
% New % Returning
Niche Opportunities & Native Advertising

6. 7/10/2014
6
Traffic Origin
(by Device)
16,000
6,000
8,000
10,000
12,000
14,000
Desktop
Mobile
Tablet
0
2,000
4,000
Direct Organic Referral
Products
Cross-SellingCross Selling
Newspaper
elkharttruth.com
Content Marketing (Native)
Sponsored Articles
Digital Advertising
Truth Radio
Events
*Video
*Audio
Digital Advertising
Display Email
*Pre-roll
Video
*Deals
Digital
Publication
• Google Play
• App Store
• Amazon
Niche Opportunities & Native Advertising

7. 7/10/2014
7
Content Examples
Digital Publication
 Published June 2014
 Quarterly
 Live Demo
Niche Opportunities & Native Advertising

8. 7/10/2014
8
Pricing Model (packages)
 6 Month packages (eat/drink, make, restaurant)
 Radio and event packages are being built
Flavor Next steps:
 Native video and audio (cooking shows)
 Rebuild Recipe Engine
 Reverse publication to a subscriber list
 Event Integration
 Extend into new area codes that have traditional
( )media support (i.e. Flavor260)
Niche Opportunities & Native Advertising

9. 7/10/2014
9
Elkharttruth.com
Learning from Flavor
Discussion
Niche Opportunities & Native Advertising