This practical guide shows online publishers how to generate more revenue through subscriber growth, improved ad revenue, and the creation of new revenue streams.

1. Leveraging Digital Best Practices
to Grow Revenue

2. Agenda
1. Growing Digital Subscriptions
2.. Improving Ad Revenue
Improving Ad Revenue
3. Creating New Revenue Streams
4.
4 Growing Your Email Database
Growing Your Email Database
5. Leveraging Search to Attract New Readers

3. Growing Digital Subscriptions
Common Approaches:
1. Provide Incentives to Encourage Signups
2. Offer Flexible Paid Subscription Options
3. Send Reminders to Users with Expired Accounts
4. Give Free Limited Period Upgrades
5. Build Customer Trust by Providing Efficient Support
6. Soft Sell Your Product by Providing Relevant Information

4. Growing Digital Subscriptions
Increase Pageviews
15K visitors/mo
Increase of 1.7 pageviews per visit.

5. Growing Digital Subscriptions
Increase Pageviews
Increase of 1.2 pageviews per visit.

6. Growing Digital Subscriptions
Yes, a Professional Appearance Is Important!
Visitors form impressions of a Web site in as little as 50
Visitors form impressions of a Web site in as little as 50
milliseconds (1/20th of a second).
Through the “halo effect” first impressions influence
Through the “halo effect” first impressions influence
subsequent judgments of perceived credibility, usability,
quality and ultimately influence purchasing decisions.

7. Growing Digital Subscriptions
Yes, a Professional Appearance Is Important!

8. Growing Digital Subscriptions
Yes, a Professional Appearance Is Important!
Visitors form impressions of a Web site in as little as 50
Visitors form impressions of a Web site in as little as 50
milliseconds (1/20th of a second).
Through the “halo effect” first impressions influence
Through the “halo effect” first impressions influence
subsequent judgments of perceived credibility, usability,
quality and ultimately influence purchasing decisions.

9. Growing Digital Subscriptions
Yes, a Professional Appearance Is Important!

10. Growing Digital Subscriptions
Yes, a Professional Appearance Is Important!

11. Growing Digital Subscriptions
Establish Confidence

12. Growing Digital Subscriptions
Establish Confidence

13. Growing Digital Subscriptions
Get Local!
70% of content is focused
on local events
events.

14. Growing Digital Subscriptions
Get Local!

15. Growing Digital Subscriptions
Go Local!
…“hyper-local” media
targeting audiences
and advertisers…

16. Growing Digital Subscriptions
Go Local!

17. Growing Digital Subscriptions
Go Local!

18. Growing Digital Subscriptions
Go Local!
12 percent penetration — the highest of
any newspaper in the United States.
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“All of us know that the main reason anybody
All
reads a local newspaper is for local names and
pictures. That's the one thing we can do better
than anybody else. And that's the thing our readers
can't get anywhere else."
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19. Growing Digital Subscriptions
Strong Calls to Action

20. Growing Digital Subscriptions
Strong Calls to Action

21. Growing Digital Subscriptions
Strong Calls to Action

22. Growing Digital Subscriptions
Communicate the Value

23. Improving Ad Revenue
Focus on Value, Not Volume!

24. Improving Ad Revenue
Focus on Value, Not Volume!
•Visitor Click‐Through Rates
•Value of Display Ads to Advertisers
•Price Advertisers Are Willing to Pay
•Price Advertisers Are Willing to Pay
•Publisher’s Revenue

25. Improving Ad Revenue
Focus on Value, Not Volume

26. Improving Ad Revenue
Focus on Value, Not Volume 14 Display Ads!

27. Improving Ad Revenue
Focus on Value, Not Volume!
…offer advertising solutions that give advertisers the opportunity to create
offer advertising solutions that give advertisers the opportunity to create
REAL consumer value; the kind of value that complements and even enhances
the value of high quality editorial content; the kind of value that niche brand
publishers specialize in creating.
What would advertisers be willing to pay a premium for?
The holy grail of every advertiser — to become media, i.e. to create high
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quality content that attracts and retains an audience of current and
prospective customers… where the ads are as valuable as the “editorial”
content.
Scott Karp, Co‐founder & CEO of Publish2, Inc.

28. Creating New Revenue Streams
Focus on Value, Not Volume

29. Creating New Revenue Streams
Focus on Value, Not Volume

30. Creating New Revenue Streams
Focus on Value, Not Volume

31. Creating New Revenue Streams
Focus on Value, Not Volume

32. Creating New Revenue Streams
Focus on Value, Not Volume

33. Creating New Revenue Streams
Focus on Value, Not Volume

34. Creating New Revenue Streams
Leverage Your Knowledge

35. Creating New Revenue Streams
Leverage Your Knowledge

36. Creating New Revenue Streams
Leverage Your Knowledge

37. Creating New Revenue Streams

38. Creating New Revenue Streams

39. Creating New Revenue Streams

40. Creating New Revenue Streams

41. Creating New Revenue Streams

42. Creating New Revenue Streams
Affiliate Marketing
$1,500 - $7,500/mo

43. Creating New Revenue Streams
Sponsored Emails
$250 – $1,500/email

44. Creating New Revenue Streams
Dedicated Emails
$5,000 - $10,000
Sent Weekly

45. Creating New Revenue Streams
Dedicated Emails

46. Growing Your Email Database

47. Growing Your Email Database

48. Growing Your Email Database

49. Leveraging Search

50. Leveraging Search

51. Leveraging Search

52. Leveraging Search

53. Leveraging Search

54. James Windrow
James Windrow
Director of Interactive Marketing
McMurry
Email: james.windrow@mcmurry.com
Twitter: @jameswindrow
Phone: 480.463.4848
SMS: txt james to 50500
SMS: txt “james” to 50500
Thank you!
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