how to own the local market for online news and advertising
DESCRIPTION
Presented to the ACP/CMA 2013 conference on Friday, Oct. 25, in New Orleans. Description: You've made the jump and launched a news website. What's next? Learn from a college-media innovator how to be the go-to source for news about your university and, equally as important, how to make money doing it.TRANSCRIPT
Emerald Media Own College News Online
ACP 10.25.13
#NOLA13online
The news
The business
What you can do
The overview
The news
News // What’s worked
News // What’s worked
News // What’s worked
The business
Business // Giving it time “The unfortunate fact is that online journalism can’t survive without without a wealthy benefactor or cat GIFs.”
— Matthew Ingram PaidContent @matthewi
Business // Consider
Digital advertising sales growing 15% / year
The New York Times digital ad revenue -4% in Q1
McClatchy up 1.5% in Q1
Google + 4 others own 2/3 of digital ad market
Business // Digital ad sales
Source: Reflections of a Newsosaur
What you can do
Do it // The plan
Consult the best
Understand the present
Make a goal for the future
Make a tactical plan to get there
Make it happen
Do it // Consult the best
College
University of North Carolina
University of Georgia
Ohio State University
University of Pennsylvania
Do it // Consult the best
Professional
Quartz
Mashable
BuzzFeed
Huffington Post
PolicyMic
Do it // Goals
What does your dream news website look like?
Do it // Present
What do your readers want?
What do your metrics tell you?
Do it // Tactics
Find your niche
What’s hot?
Deep content
Partnerships
Social media
Video & photo
Humor / Quackd
Real time
User-generated content
Banners v. sponsors
Native advertising
Do it // Giving it time “Most overnight successes are 20 years in the making.”
— Sam Walton
