PARTICIPATORY%20JOURNALISM/USER-SUBMITTED%20CONTENT

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fusion 1.a fusing or melting together,the union
of different things. - Websters New World
Dictionary
The NAA New Media Fellowship
The primary goal is to create competent,
motivated leaders in the new media field,
especially as it relates to women and people of
color. While the program has always focused on
exposing the fellows to the latest technology, it
is more important now for them to understand new
media operations and learn effective business
strategies to take back to their newspapers. The
secondary goal is to provide an NAA member
newspaper with a viable Web site business plan by
using the brainpower of talented
individuals. Newspaper Association of America
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Circ 22,000
Page views 700,000/ mo
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www.blindergroup.com/NAAfellows
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Agenda

• The culture - Mark Kim (Pinnacle)
• The content - Zella Evans (Bam Bam)
• The money - John Jackson (Bluefield)

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The Culture
Mark KimBusiness Development ManagerNewsday,
Inc., Melville, N.Y.
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Newspapers the Internet

• The culture

• Our industry has shifted.
• The Internet is here to stay.
• The Internet is your friend.

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Company Philosophy/ Policy

• The culture

• Newspapers can AND should dominate their online
  marketif taken seriously.

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Company Change

• The culture

• Internet Champion on senior staff.
• Largest growth opportunities are online.
• Print and online have different values.
• Online is part of all phases of company
  development content and revenues.

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Company Change

• The culture

• Not a print publication, but a MEDIA company!

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The Content
Zella Evans Product Manager McClatchy Interactive
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Participatory JournalismUser Submitted Content

• The content

• WHAT
• Everything CONTAINED
• Ads
• HOW
• Good Navigation
• Great Search
• Easy to Use

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Participatory JournalismUser Submitted Content

• The content

• WHO
• Find patterns
• Give them what they want
• Casual readers
• Passionate readers
• Visual readers
• WHY
• Increased traffic
• Increased frequency
• Increased revenue

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If it is important to them..it should be
important to you!

• The content

• Breaking News
• Special sections
• Hyperlocal Citizens Media
• Daily News updates in email form
• Blogs
• Photo Galleries
• User submitted content

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Who knew? It IS important to them!

• The content

• Participatory Journalism
• Celebrations-anniversaries, birthdays,
  promotions,
• Local little league games and scores
• Calendar events
• Church suppers
• Fundraiser information

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Registration..The way to go??

• The content

• They trust you. More than anyone else in the
  market.
• But, no surprises..if you ask for information,
  keep the data clean and be sure to USE
  it-------and tell them up front HOW you will use
  it

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It is all about you

• The content

• Benefits to the paper
• Demographics beyond web logs
• New targeted advertising opportunities
• Ability to track reader habits
• Potential Revenue Stream
• Communication with readers
• Ability to market both online and print edition

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It is all about them

• The content

• Benefits to the reader
• Breaking news
• Personalized email choices
• Automated entries of forms
• Access to the full archive
• Newsletters/new content
• Contest opportunities

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First the good news

• The content

• Stamps are free
• Frequency is free
• Printing is free
• Speed of testing is one hundred times faster
• Response rates are higher than direct mail
• Drive people to a web site for more information
• New opportunities for revenue

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Now the bad news

• The content

• Drop in traffic of 30 usually occurs by walling
  off the site
• Most sites realize a return of traffic after a
  few months
• Additional work

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Best Practices

• The content

• Set a threshold
• Dont ask too much too soon
• Find out if they are old enough
• Give them your name
• Dont send junk
• Let them introduce you to their friends
• Dont give out their number
• Remind them why they want to date you
• Tell them how to make you go away

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Paid Subscription Model vs. Advertising Model

• The content

• Online strategy must be a cohesive, integrated
  part of the newspaper's overall long-term plan,
  not necessarily a way to make money in the short
  term.

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Cons

• The content

• Angry Readers
• Loss of Branding Opportunities
• Loss of Readership
• Loss of Advertising Revenue
• ROP Advertisers will need to be educated
• Loss of Important 18-35 Demographic

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Pros

• The content

• Immediate increase in ABC compliant circulation
• Increase in print subscriptions lost to free
  online
• Added value for current print subscribers
• Increase in circulation revenue
• Solution to difficult to reach subscriber areas
• Solution to mail subscription and snowbird
  subscriptions
• No dead trees not affected by increased
  newsprint costs
• Aggressive, long term online strategy
• Gathering of email addresses to be used across
  the organization

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Best Practices

• The content

• Use a double opt in, username and password
• Talk to them in the way they want EMAIL
• Use the online edition as a value added
  proposition for print subscribers
• Personalize
• Allow for changes
• Gather email addresses
• Market yourself

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Just because you can, doesnt mean you should

• The content

• Ask the tough questions
• Does this strategy align with the mission
  statement of the newspaper?
• Do you have support of both internal and external
  decision makers?
• Is your circulation strategy the priority for the
  overall newspaper operation?
• Do you own the news market?
• What is each online subscriber worth in
  advertising revenue?
• Are you prepared for the wrath of angry readers?
• Is the potential subscriber pool large enough to
  sustain growth?

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Confront the brutal facts

• The content

• Have you really done all that you could to
  monetize the site?
• How much online advertising revenue will you be
  giving up?
• What about the loss of potential reach to the
  18-35 demo?
• Is there long term gain by reaching out of area
  subscribers?
• Can you sustain pricing structures with a drop in
  traffic?
• How much reduction in traffic can you afford?
• How will the loss of traffic affect your
  classifieds and potential verticals?
• What will you do if ABC changes the rules?
  

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The Money
John C. Jackson Director Online Sales Augusta
(Ga.) Chronicle
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Sponsorship

• The money

• Increase online revenue with paid sponsorship on
  web pages.
• Revenue Models
• CPM, CPC, CPL, CPA,
• Cost Per Position
• Section Sponsorship
• Bundled with Print Ad (not added value)
• Banners, Buttons, Tiles, Billboards, Skyscrapers,
  pop-ups, pop-unders, text, and In-story ads.

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Top Ads

• The money

• Classified top advertisement opportunities
• Upsell classified advertisement by the inside
  classified department.
• Incremental revenue
• Very high margins (no ink and paper)
• Top Jobs
• Top Homes
• Top Cars
• Top Boats

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Display ads online

• The money

• Print to Web
• All display ads published online
• Market Place
• Run of Site
• Revenue opportunity
• Rate as display ad (bundled)
• Rate per Inch
• Upsell display ads flat rate

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Paid obituaries

• The money

• Increase classified revenue with paid obituaries
  (Guest Book)
• Increase traffic to the obits section of site
• Increase interactivity of site
• Revenue opportunity
• Flat rate upsell for Guest book
• Third party solution (turn key)
• Legacy.com

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Event Auctions

• The money

• Event auctions are a infrequent event (1-2 times
  annually)
• New advertisers
• Excitement win, win, win, win
• Newspaper, advertiser, reader, (vendor)
• Online revenue opportunity
• Third party solution (City Express)

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Bundle print line ads

• The money

• Increase the value of recruitment, real-estate,
  auto, obits, and celebrations line advertisement
  with online publishing.
• Rate all lines ads for publication in print and
  online.
• Increase the print rate for increased online
  publication.

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Questions?
www.blindergroup.com/NAAfellows