Contact us about our free webinars
When a local business understands basic Web marketing, they start investing in it. That’s why WEB 101 Seminars are the quickest & most effective way to grow your online advertiser base.
- Immediate Web revenue on the books
- Real world sales training for your reps
- Works better than a cold call
- Superior, qualified lead aggregator
Watch the short clip above, from a recent seminar I did with the Baltimore Sun.
We can blog, debate, research, and discuss all day long….but until there’s a growing pile of Internet cash on the books, it’s just wishful thinking.
CUNY New Business Models for News: Jan. 2010
2010: Talking is replaced by doing.
If your struggling to grow local web revenue share, and you still use low cpm ad networks, bet on this: the boss will be breathing down your neck alot more often.
The days of boasting about pageviews, cool design and technology are over. Now, it’s all about profitability. Just like a TV station or Newspaper is run.
I was interviewed by Shields Bialasik & HyperLocal101 about this critical issue. I also contributed the following list to the Jeff Jarvis and CUNY New Business Models for News project.
These profit- focused charactersitics were collected over the past year during my client travels. They sum up the 7 common, identifiable, proven habits of local websites that are building profitable, online businesses.
- Profitability first, then operations, followed by editorial/content.
- Run site as a start-up business.
- Think like an entrepreneur…NOT just a manager or journalist.
- Borrow tactics from online revenue leaders.
2. Running Extra-Lean w/Content & Platforms
- Aggressively strip out & reduce hard costs/expenses.
- Ditch legacy tactics that are on decline.
- Aggregation & curation. Do what you do best, point to the rest.
- Open source platforms, software & applications.
- Outsource content creation: feeds, bloggers & indie-journos.
- Data as editorial/content. Local news as commodity loss-leader.
3. Advertiser & Sponsor Friendly
- Enabling local commerce is priority #1.
- Small business education via Web 101 seminars.
- Impactful ad units & sponsorships.
- Self-serve & outbound tele-sales.
- Removal of GAN’s; garbage ad networks.
- Ability to show quantifiable ROI.
- Advertising as content.
4. Non-Traditional Revenue Streams
- Rev-share, transaction fees & e-commerce.
- Free-miums & up-sells.
- Offline initiatives & live events.
- Marketing services for small business.
5. Training , Management & Compensation Overhaul
- Comprehensive & regular training of staff.
- Private, custom web-training for high level execs.
- Mandatory budgets with bonus & penalty.
- Managers lead by example, not from behind desk.
6. Seed, Syndicate, Socialize & Mobilize
- More than just a destination site strategy.
- Leverage & monetize content anywhere & everywhere.
- Encourage formation, and leveraging of affinity groups.
7. Database Mining & Video Adoption
- Financial and editorial appreciation of well-defined databases.
- Sales-based uses of video; online infomercials & ad-vertorial.
Sam Zell and Randy Michaels gave it a good shot. While the Tribune properties are still in a state of flux, they will ultimately emerge from bankruptcy as a much leaner, digitally directed media company.
These guys never pulled punches. Some say their uncensored talks with employees were politically incorrect. Others believe these two entrepreneurs are just saying what most in mainstream media would like to say and do….but can’t or won’t.
Click the slide show above to hear some compelling out-takes from Randy’s talk with the staff of the Allentown Morning Call a while back. It still rings true today. It’s one of the best summaries of how traditional media will dramatically change, even more, in 2010.
I spent alot of time with the Tribune properties over the past 2 years. Everything that Randy says in this video is taken seriously at the local level. I saw it for myself firsthand, working very closely with Tribune’s publisher in Pennsylvania: Tim Kennedy.
Jeff Jarvis held a hyper-local, mini-camp at the Graduate School of Journalism in NYC on Nov. 11, 2009.
It was called: The New Business Models for News conference.
I was invited to do a session focused on helping hyper-local web publishers, build realistic business models in order to grow revenue. Here’s the actual presentation:
A movie about a local TV news team anchored by Ron Burgundy, becomes a hit. Did the writers really have to stretch their imagination in order to come up with bits for this Will Farrell flick? Not likely. For fodder, they just turned on the local newscast of Anytown USA.
Local TV news; Change or wither. Andrew Hayward, former president of CBS News, shared his thoughts about local TV news, and he pulled no punches. You don’t have to be a mind reader to pick up his vibe……. it better change, or it’s doomed. Here’s what I gleaned up from his speech via an article in a Louisville newspaper. Read the entire article by Rick Redding here.
- Local stations focus too much on crime/murder, since it’s easier to do and video friendly.
- Viewership is shrinking, blood ‘n’ guts stories aren’t relevant to audience.
- Breaking News Alerts …..sensationalizes events that aren’t really news.
- Local, linear newscasts: no longer needed in a world of unlimited, on-demand news choices.
- Nobody under 40 is watching the local anchor. They don’t even know his name.
Some steps to fix it:
- Hire journalists with a different look, who have roots in the community.
- Hire more of those with an expertise in a specific topic or category.
- Don’t hire a model with a master’s degree in broadcast journalism. Instead, hire a less-qualified local with a less-polished look, and allowed the new hire the freedom to find humor in news stories.
- Get more VJ’s on the street. (video journalists). Capture more local video with substance.
- See Online as real-time 24/7 newscast, NOT a dumping ground for stale packages from last night’s 11pm cast.
Will local TV news will do well in digital space? I wondered if we asked Mr. Hayward a question like that. Will those local “Action News teams” easily win on the Web? Will that slick, 2 minute blood & guts story translate to a younger online audience? We surmise that he would say “not likely if they don’t make some big changes…..and fast.”
Will Newspaper take the online video crown instead ? Let’s refer to a friend of mine; Howard Owens, about why he thinks Newspapers are well equipped to win the online video battle….over TV. (Howard runs a very successful, hyper-local news site in Batavia, NY.)
- More feet on the street: In large markets, newspapers can equip more reporters with video-capable cameras, and you don’t need expensive cameras to produce good online video; in small markets, TV isn’t going to cover many local stories.
- TV can’t cover a story without sending out a “crew,” which means they cover only stories that they’ve pre-screened as being video worthy, worthy of the time to send a crew out to a location, which means they miss a lot of good stuff that “print” reporters will naturally stumble across – quantity means more choices for online video watchers, which is a distinct and huge advantage.
- For newspaper reporters, there is no pre-conceived idea of perfect TV video, so any experiment goes.
- Newspaper reporter shooters can give sources a chance to speak for themselves, making the video more personal and more meaningful than what TV will do with the same material.
Local advertisers want to buy Internet advertising, it’s obvious from the outstanding turn out we get for our “Web Advertising 101″ seminars. SEE PICS ABOVE. In every city we travel to, from Chicago to Scranton, small and mid size businesses are moving more of their marketing budgets over to the Internet. Once they get some some basic education, encouragement and proof that it will work, they starting making the move to web.
Who will teach the local advertiser? Optimally, it should be the traditional reps from the local media company. They have the relationships, the trust, and the ear of the local advertiser. The challenge though, is that the traditional reps need a better understanding of how to effectively sell the benefits of the web, in a clear, simple way that the small business can grasp. That is not easy, especially when many traditional reps rely on the local “web expert” to help them through the sales call.
TIP: it’s not a good thing when a newspaper or TV rep responds to a client who wants web, and says…..”let me get my web guru in here to talk to you. I’m not too sure about this web thing”. This makes the traditional rep look out of touch and disconnected from the new world of advertising.
The race in on. Ad dollars are moving online, with TV, Radio and Newspapers ramping up their local sales efforts with varying degrees of success. The current soft economy only accelerates this process. The smart local properties understand they’re primarily competing with Google, ReachLocal, ServiceMagic and other online media companies that have their eyes set on local ad dollars.
Few will profit, most will fail. In each market, only a very few Broadcast & Newspaper companies will turn an online profit. With outside ‘pure-plays’ taking about 50% of every dollar out of the market, the remaining ad dollars will be sucked up by the most aggressive, serious players.
Things I hear from local media clients about video:
-
We’d LOVE to do more online video; but it’s cost & manpower prohibitive right now.
-
We’re shooting video and posting it….where’s the money?
Online video needs to be SALES based for now.
For publishers, there just isn’t alot of investment capital to put into a huge online video initiative right now. So here are the basic, boot-strapping ways to get started in the world of online video.
Equipment, Software and Hosting: Click below to watch a simple video I produced employing many of the recommendations in this post.
I shot all the stills and video with a basic consumer camera, purchased from a local Best Buy; the Canon Powershot. I carry this thing everywhere….so should your reporters…..ya never know when you’ll be near news worthy subject matter! For a digital still camera, the video quality is surprisingly good. This was edited with a $99 software program called Adoble Premiere Elements (could have easily used Windows Movie Maker or Apple’s i-Movie which are built in, on all computers), ……..I used Picasa for free photo editing……used Blip.TV and YouTube to easily post and share/embed my video for free.
WE ARE SPARTANS !
So goes the battle cry from the movie….. ‘300′. Spartans are a proud people protecting their land and way of life from the incoming Persians. Do I smell a historical analogy coming on ?
The Spartans: Local TV, Radio and Newspaper properties. They’ve had a very nice run for the past 50 to 100 years or so. Profit margins hovering around 50%, huge barriers to entry, powerful lobbying arms, virtual ownership of all local advertising revenues, etc. They would like to protect this way of life. It is has been good. Real good.
The Persians: Recently created outsiders like Google, online ad networks like Centro, pure-play sites like Facebook and ReachLocal. They have their eye on the next massive pot of Internet gold; the local marketplace. They want to infiltrate, take share, and potentially take-over the lion’s share of local ad expenditures. They are willing to initially cooperate, share the growing riches, and work with the local properties………until they have their hooks in real deep. Then watch out.
King Leonidas, the bearded Spartan general, desperately tries to warn his Greek countrymen that the crafty and be-jeweled Persian King Xerxes, doesn’t just want to ‘partner’ with them, but ultimately wants to make them their slaves.
In the short term the offer seems genuine and generous. Yet, Leonidas knows that it would likely be the beginning of the end for their local state, culture and freedom.
And so the 300 fight……to no avail. They are crushed by the insurmountable forces from afar. Alas, the mighty Spartans did not get full support and buy-in from their own country’s leaders. They were held back by the politician’s legacy thinking, fear, and lack of vision.
If you’ve seen the movie, or know about this piece of ancient history, it may provide some insight as to what local media is facing right now. What needs to be done? Broadcast and Newspaper need to develop and execute an aggressive war-plan NOW, in order to defeat (or at least keep in check) the forces looking to invade their local media turf.
Today’s lesson: Those who ignore history, are doomed to repeat it.
It was an interesting NAB Radio Conference, (National Association of Broadcasters) here in Philadelphia.
I was invited to do a session on Web sales. It was called: How can Radio learn from Newspaper and other Online Revenue Leaders.
As a former Radio guy, it was kinda nice to be speaking in front of my former colleagues as they grapple with monetizing their Web assets. (Got my start as a Regional Sales Director with Clear Channel Interactive in 1999)
Main take-away: learn from the local, online revenue leaders.
Topics I covered: Common Radio Website Mistakes, Online Video for Sales, Rep Compensation, Job Description Overhauls, Overcoming Common Objections, High-Value Inventory, and Integrated Promotions.
Spent some time with a New York City based advertising agency today. Spoke with the interactive buyers, as well as those in charge of broadcast and print. Guess what? They’re ALL interested in buying web in some form, even non-banner inventory, even though they may have originally been focused on broadcast or print, or plain ole banners.
At first I thought all 3 buyers would have a separate bucket of marketing dollars from which to pull. But no. All 3 that I talked to, had access to a central pool of dollars that they could use to solve a marketing challenge; whether it be in print, broadcast, online or some other form of marketing or promotion.
Makes sense. The days of relying specifically on one form of marketing or another, are over. Lucky for me, I had a fairly large bag of tricks up my sleeve; rich media display ads, sem/seo, online video solutions, as well as event marketing placement.
With Yoni at Philly.com
It was a great experience watching the team at Philly.com re-launch their site. I was lucky to be working on some other projects for Philly.com at the same time….in the same offices.
I was contracted to develop a stand-alone website devoted to the local music scene in Philly. Our goal was to become the go-to destination in Philly for bands, fans and venues.
The site is called Phrequency.com. Check it out….ESPECIALLY if you are a Radio station !
One of my favorite past times while at Philly.com was barging in on managing editor; Yoni Greenbaum. Normally I like to use some sort of weapon (like a hammer) to get his attention.
Speaking with Enrico Burden of NH.com
In cooperation with Blog Talk Radio, I spoke with some heavy hitters in the Newspaper industry at a recent NAA Conference
We discussed their current web efforts.
-
Dan Shorter; President of Minneapolis Star Tribune, Interactive. Formerly the GM of the Palm Beach post, Dan recently got lured to Minneapolis. He’s one of the most respected Newspaper people in the online space, and Mr. Shorter shares his thoughts on the fast changing Newspaper environment, and how he’s gonna fit another award on his mantle! CLICK HERE TO LISTEN
-
Howard Owens; Former Director of Digital Publishing, Gatehouse Media. Howard recollects the NAA session featuring Dean Singleton, CEO of Media News who said things like: ”our readers don’t want the same newspaper we’ve been putting out over the past 30 years.’ Howard also discusses the 12 things journalists can do to save journalism. CLICK HERE TO LISTEN
-
Allison Sholly; Former VP/GM, Chicago Tribune Interactive. Allison describes sales structure and compensation, as well as the Trib’s success in the online video space. And because we had so much fun doing this Radio-like webcast, Allison and I discuss whether we should do a DJ morning show together. CLICK HERE TO LISTEN
Also spoke with folks like:
-
Chris Tolles; CEO of TOPIX
-
Bob Kellagher; COO Calkins Interactive
-
Walker Fenton; NewsGator
-
Jay Small; Scripps GM of Interactive
-
Shannon Dunnigan; Director Online Revenue, Gatehouse Media
Click here to hear all interviews I did, using BlogTalkRadio.com
Ever taken a really good look at some Radio station websites? Aside from the layout and content, (some harshly call them a train-wreck) have you ever wondered how Radio can build a business, and drive Internet revenue from these efforts?
Radio managers are knee-deep in these issues right now.
The pressure is on. While Radio’s primary revenue stream of selling spots has become much more challenging, there is an upside. Radio has the best of both worlds; on-air and online.
And it’s not just about selling banners and streaming spots. More importantly: Radio has ability to leverage it’s digital assets, to go after more of their client’s overall budgets. THAT’s a key distinction that separates the winners from the losers.
How can Radio seriously get into the game? First, it must admit that they need more outside help. Today, there are still too few people inside of the industry that have a handle on the fast changing digital landscape. Just relying on the local sales managers, or the GM’s to develop a strong web plan will only delay the pain of making a serious investment in hiring and re-training.
Finding web-sales experts to help Radio will not be easy, but it will be neccessary.
Some questions to help Radio understand what their Web plan needs to consist of:
I really enjoyed working with the folks at FOX 29 in Philly recently. Here’s a behind the scenes look.
Was invited to speak at, and moderate the FMQB: THINK TANK Symposium, here in downtown Philadelphia. It was massive gathering of record label and radio execs coming together to celebrate the Friday Morning Quarterback’s 40th anniversary.
They also wanted to update their thinking in regards to Internet opportunities. I was asked some questions about the state of Radio, the Internet, and how my work in local media has evolved through the years:
FMQB: The early part of your career was spent in Radio as an on-air personality. How did you end up segueing into the Web 2.0 world to help local media?
Mel: After 13 years of on-air Radio work, and a great run of doing mid-days at WYSP (following Howard Stern ), I started to really sense that consolidation and the growth of the Internet was going to impede my progress in Radio. The year was 1998, and I knew I had to think more about my future.
So I moved into the direction of what I thought would absolutely grow in demand: companies needing help with understanding and making money with the Internet.
There are many similarities and challenges that all media face today when it comes to Internet strategy. What areas need the most attention?
Your main competition is now online. They’re not just the radio station or Newspaper across the street. These new competitors have no legacy business to protect. They are singularly focused on growing their online share.
Another area that needs attention is the modification of job descriptions and compensation plans to include web. This is the only way to get employees to get serious about the web. Also: hire as many web savvy people as you can get your hands on. You may have to remove anyone who drags their feet or thwarts the efforts of moving forward digitally. It’s something I call “The Enemy Within.”
Think your job is safe in Broadcast or Newspaper? Hopefully it is. But just in case you want to be pro-active in order to increase your chances of avoiding a layoff…..read this……
After 32 years in the biz, sport writer Paul Oberjuerge got whacked from the San Berdardino Sun. Unfortunately, this is an all to common occurrence. Not just in Newspaper, but in Broadcast too. Paul drew up a list of “Tips on Keeping Your Print Journalism Job.” Some of it is politically incorrect. Some might make you cringe. Yet, it’s worth a read.
Alot of this stuff applies to those in TV and Radio as well. Note that “embrace the Web” is Number One. Here’s a few from the list:
Ten Tips for Staying Employed:
1. Embrace the web. It’s going to be extra work, and you’re going to be on your own 24-hour news/opinion cycle. But that’s how it is; you can rest up when you’re dead. Management is keenly aware of the foot-draggers on this front. Don’t wait to be ordered to “serve other platforms” of the paper. Volunteer. Blog. Post photos. Consider video. Offer podcasts. Do web-only quick-and-dirty news stories. You’re a multi-media machine now!
4. Stop whining. Journalism is a business notorious for its contrary and crabby people, for second-guessers and “that’s not how we’ve done it before” grousers. Five years ago you might have been overlooked as the Charming Curmudgeon. Now, you’re the Negative Nellie. When the call comes down to trash another 10 percent of the newsroom, don’t be the relentless kvetcher who immediately pops into the editor’s mind. Oh, and remember, “second-guessing” now consists of anything other than instant acceptance.
It’s no secret. I’m bullish on the future of Newspapers. Not only in it’s current print form, but it’s future as hyper-local, multi-media news/info organizations.
Reverse publishing strategy, development of PROFITABLE online video/audio applications, and the re-training/re-deployment of sales & editorial staffs are just some of the areas that I am very enthusiastic about. So, I’ve ramped up my efforts in moderating more conferences that focus on these emerging, revenue generating trends.
Whether you’re a Newspaper exec, or you’re competing against them, you’ ll want to attend this important Web-focused conference. It’s called “e-Edge”. It’s part of the upcoming America East Newspaper Conference, starting March 10, in Hershey, Pa.
I’ll be moderating a panel called “Peek under the Hood”. It’s a look at what Radio & TV are doing to attract business to their websites, and how Newspaper is successfully fighting back with innovative video and audio initiatives.
The panel features:
-
Mike Sechrist; former GM of WKRN-TV in Nashville. This web-savvy TV veteran is THE pioneer in the world of TV and Internet. Notable achievements: the local blogger aggregation of Nashville is Talking, and installing the controversial, yet smart VJ/Mobile Journalist model into the newsroom. Mike will highlight some ways that Newspaper can pull advertising dollars away from local TV and Cable.
-
Ron James, Content Manager, SignOnSanDiego.com. Ron oversees the San Diego Union Tribune’s groundbreaking online radio efforts; www.SignonRadio.com, and www.AmplifySD.com. Radio is asleep at the wheel in this area, and Newspapers are moving quickly into this space. Ron will share his experience in the start-up efforts, and evolving strategy behind Newspaper’s revenue driven move, into online Radio and Podcasting.
-
Ken Dardis, VP, Marketing, Spacial Audio. A veteran radio broadcaster that has lead the charge in helping Radio evolve it’s mature business model to the Web. Ken will share his thoughts on where Radio is going in regards to the Internet, and where they’re making HUGE mistakes.
