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and….
MelTaylorMedia.com
Updated 12/30/2010
• Help Wanted
What Newspapers
• Real Estate
• Auto
• Coupons
Lost
over past 15 years
• Inserts
• Grocery
• Movie Studios
• Dominance
• Share
• Poach Newspaper execs
• More advertiser choice
• Lower expenses
• Digital first
• Aggregation
Agenda
• Our traffic is up
• We’re trusted news brand
• Patch is lame blog
• Our sales plan is just fine
• Our VP Interactive speaks on many panels
Put The
Data Down
in this order !
1. profit
2. operations
3. editorial
What is ?
Tim Armstrong
• AOL’ s Hyper-local play
to grab local ad dollars
• Run by ex-Googler
John Brod
• Editorial & tech first
• Sales ramping up
Warren Webster
Why is Patch
doing this?
Online Only
Online Only
Pure Play
47.2% Pure Play
51.7%
Newspaper
Newspaper
27.7% 23.6%
2008 2009
Borrell
750 Sites…so far
(over 100 in California)
Communities Avg size: 50-70k
Delaware County
Bucks County
Philadelphia
Chester County
Lehigh County
Main Line
Growing like a Weed
Revenue Streams
• Local
• Regional
• National
Short Term Objective
• Unfamiliar outsider
• Questionable local sales savvy
• Limited local relationships
• Clunky corporate structure
• Not as nimble as YOU
Patch Open House
Suburban Atlanta
Mayor Flips Switch
Hopkins, Minnesota Patch Site
#500
Patch Marketing Staff…
Freshest Breath in Town
Pay & Positions
o Local Editor; $40k
o MacBook Pro, camera, smart phone
o $500 freelancer budget per month
401K match
o Ad Manager; $60k
Performance bonus
o Managing group of sites Medical & Dental
o Regional Publisher; $80k
o Regional Editor; $80k
o Oversee group of 12 Patch sites
Sales Job Posting
You’ll be working closely with local advertisers, as their local online advertising expert. You’ll
know your own platform (and others) backwards and forwards so you can present complete
advertising solutions.
You may decide to host local seminar on how to achieve the best results by advertising web.
As the top local business executive, you will attend chamber and trade functions, get
involved in community groups, head up charitable efforts and maintain a highly visible
presence in the business community.
Local Online Sales Exec is responsible for advertising sales to businesses in local markets.
Will sell banner ads, e-newsletters, video & more. You will present promotional
opportunities and display options to store owners/management. You will handle ad sales,
inventory management and “own” the online advertising for assigned local markets.
As the Local Online Sales Executive you will also be responsible for assisting in coordinating
local event sponsorships and attending them, possibly on weekends.
POACH
• Newspaper
• TV
• Cable
• Yellow Pages
• NAA
• Bloggers
Current Ad Offers
o Self-Serve for $15 cpm….discontinued
o Now: flat fee for SOV (share of voice)
o Free Classifieds: merchandise, services offered
o Small fee $20 auto & jobs
o Directory up-sells
o Enhanced video
o Fee to post coupons
o Newsletter Ads
No phone?
SEED
& Studio Now
other
LOCAL
competitors
Yahoo Local
• Now in 30 US neighborhoods
• California, Michigan, New York, San Fran, Brooklyn
• Content from local pubs
• Community reporters
• Feeds from other pubs
75%
of Deal Market
Average User
Single
Female 18-34
Income: 70k+
Users
2008: 400 k Employees
Dec 2009: 124
2009: 1.5 mil
Dec 2010: 3,100
2010: 40 mil
o No risk… ‘only pay if people buy’
o Customers not clicks
o Performance
o 66 % open rate
o Gets 50% of sales revenue
Crazy Growth (said no to recent Google offer)
o By format
o Audio, Video, Display
Now Hiring
• Advertising Sales Representative - Oakland, CA
• Senior Account Manager - Chicago, IL
• Advertising Operations Technical Lead
• Inside Sales Manager
• Manager - Pricing and Yield Management
• Online Ad Trafficker
• Sales Planning Supervisor
• Senior Advertising Project Manager
• Senior Revenue Analyst
• Vice President - Research and Marketing
o Quickie hyper-local sites for local TV
o No upfront costs
o Call center pitches local biz in your name
o Rev share approx 60% to DataSphere
o Primary relationship w/client. Retains data
Outsourced
LOCAL Sales
DataSphere = Smart
WTSP TV = Dumb
Take This Test
• What % of print clients buy web ?
• What % is sold local direct ?
• Plan to reach non-print ?
• Know marketing plan of clients?
• Are your managers in the field ?
slaughter
Web Sacred Cows
• Need more page-views
• Editorial controls site
• Remnant, 3rd party ad networks
Beware the BS
Integrated
Campaign
Build Database * Download coupon
* Join contest
* Friend list
* Watch video
* Twitter
* Subscribers
Capture:
* Email
* Twitter
* Facebook fan
Mandatory Steps for Success
Treat Web
As Business
It’s a FACT.
More training = more revenue
Bigger Not Always Better
REDUCE
commodity page-views
GROW
high ‘advertiser value’
simplify
why do we
talk like this?
• cpm
confusing for client
& sales rep ! • pageviews
• uniques
• click-thrus
• weird vocabulary
• monthly pricing
Endorsed by Internet Expert:
Shemp Howard
NEWS LOGO
REDUCE
NEWS LOGO
Clutter !
NEWS LOGO
NEWS LOGO
DUMB
National Ad Networks
( at local level )
REMOVE
from home-page & section fronts
Consider day-parting
How GREAT sites
lose money
sounds
expensive $ 400. per month
sounds
reasonable $ 95. per week
‘Your cpm is too high’
Interactive
Media Queen
• Rte 9 is closed
Breaking
News • Lady Gaga tix on sale Friday
• Phillies beat Astros 3-1
• Deal of Day
Sponsored • Coupon download
Promotions • Win Trip
• Ticket Raid location
Phone Blitz
STINKEROO
#1 Current Print Clients
Meet Dick. 25 years in the Newspaper biz.
Always hits his print budget without fail.
Hi.
Dick always wins sales contests, like this I’m Dick.
one to a tropical island. But because Dick is
a print-sales superstar, he gets a pass when
it comes to web.
Simple Packages…
Job Description Refresh
No CPM’s
Plan to Reach
No Ad Networks
Non-Advertisers
Watch
Deseret News, Salt Lake City
Newspaper..Broadcast..Web
Clark Gilbert
Digital Rock Star
Watch
Gawker Media
Nick Denton
Digital Rock Star
online video
that pays
• Build & manage digital platforms • Little or no direct sales & revenue experience
VP Digital Content & Tech • Drive online traffic • Compensation primarily based on traffic
• Content & tech development • Employs content first, not profit first strategy
YP360,
Direct Mail Local.com
Reach Local
Directories
Hulu, Pandora
Direct Relationship
between advertiser & consumers, avoiding middle-man channels
EX: Twitter, Database, Blogs, Social, Mobile
Advertisers Content
• National, Regional, Local Local Media Eco-System • Laid off journalists & photographers
• Traditional media news
• Moving dollars online
Business Models that Support Local Journalism • Indie-sites & pro-am bloggers
• Pro-active plan that exploits economic pressures • Watch Dog Journos
• info & pubic domain data feeds
Agy com Local Ad Network
• Enables local commerce, that subsidizes local news
• Community & citizen participation
• Proven revenue management systems (RMS)
• Move quicker from investor support, to self-support
Traditional & Digital • Leverage efficiencies of outsourcing and open-source Local Ad Network Revenue share
Fees Agency commission
Marketing Services • Multiple online & offline revenue streams
• Scalable via networks, franchising & co-ops Sales, Marketing, Training, Tech Co-op
& Business Support Efficiencies
Rev share Self-serve, Outbound tele-sales
RMS & CMS Platforms Licensing fee and/or revenue share
Fees, sponsorships Events & Training Workshops
lead aggregation
Stringer & Syndication & Licensing Per Diem & fees
Creative
• Marketing Agencies Outsource / Fees
Hyper-Local Incubator Outsource / Fees
Marketing
• Promotions
• Video, Indie-Producers News, Community, Services & Support • Event, Contesting
• Designers & Developers for Local, Media Markets • Social
and….
MelTaylorMedia.com
Updated 12/22/2010