Nenpa-fall - Revision history

Mediag at 16:07, 6 October 2011

2011-10-06T16:07:47Z

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	*Provide the ability for advertisres to reach mass or targeted audiences		*Provide the ability for advertisres to reach mass or targeted audiences
	*Increase overall revenues from a combination of consumers and advertisers		*Increase overall revenues from a combination of consumers and advertisers

			Next steps are around customization and personalization. "That's something we are looking at and hope to move forward on."

Mediag at 16:00, 6 October 2011

2011-10-06T16:00:37Z

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	*They put in a single registration system that works across both sites. "It collects one profile. It means advertisers, if they want to buy a certain audience, no matter where they are in our portfolio, they can do that."		*They put in a single registration system that works across both sites. "It collects one profile. It means advertisers, if they want to buy a certain audience, no matter where they are in our portfolio, they can do that."

			A lot of emphasis on behavior-testing, A-B testing.

			====Overall goals====

			*Grow overall audience to 60% of market
			*Match product development with needs of targetted audiences
			*Provide the ability for advertisres to reach mass or targeted audiences
			*Increase overall revenues from a combination of consumers and advertisers

Mediag at 15:53, 6 October 2011

2011-10-06T15:53:28Z

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	*At BostonGlobe.com -- "The important thing is not to go after page views. Page views are not important. It's about drawing the reader in and pursuing that depth and really keeping them engaged."		*At BostonGlobe.com -- "The important thing is not to go after page views. Page views are not important. It's about drawing the reader in and pursuing that depth and really keeping them engaged."

			*Philosophy: Build it once, build it flexible and distribution it across multiple platforms.

			Key thing they needed -- was a centralized content-management system.

			*They put in a single registration system that works across both sites. "It collects one profile. It means advertisers, if they want to buy a certain audience, no matter where they are in our portfolio, they can do that."

Mediag at 15:48, 6 October 2011

2011-10-06T15:48:43Z

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	*Boston.com is free, a mass audience, an ad-supported model and targeted at the online/mobile engaged (the second group above). "The stories will be curated in a way that is designed for them."		*Boston.com is free, a mass audience, an ad-supported model and targeted at the online/mobile engaged (the second group above). "The stories will be curated in a way that is designed for them."

			*At BostonGlobe.com -- "The important thing is not to go after page views. Page views are not important. It's about drawing the reader in and pursuing that depth and really keeping them engaged."

Mediag at 15:35, 6 October 2011

2011-10-06T15:35:25Z

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	*Print-engaged readers, who favor a curated news experience and newspaper-like format, but they are not at all print-exclusive. They index high for tablet usage; they want news that is curated and valued and they have a high propensity for that. "When we built BostonGlobe.com, we are very clear it is for those people."		*Print-engaged readers, who favor a curated news experience and newspaper-like format, but they are not at all print-exclusive. They index high for tablet usage; they want news that is curated and valued and they have a high propensity for that. "When we built BostonGlobe.com, we are very clear it is for those people."

	*Online mobile engaged. The next group. On the go, checking breaking news, active in search, commenting and emailing links and they read and consume in a different way. News surveyors, information snackers. They are looking for breadth, not depth, but are looking for the same type of content. The overlap of what they want is the same, but it is how they want it delivered that is different.		*Online mobile engaged. The next group. On the go, checking breaking news, active in search, commenting and emailing links and they read and consume in a different way. News surveyors, information snackers. They are looking for breadth, not depth, but are looking for the same type of content. The overlap of what they want is the same, but it is how they want it delivered that is different. Low willingness to pay.

	*Casual readers. They exist on line, on print.		*Casual readers. They exist on line, on print. Some willingness to pay.

			The question they then asked: Could we create a separate online brand for The Boston Globe? It did not have it's own front-door to the user, it was not easy to find.

			====What they came up with====

			*BostonGlobe.com is a "limited ad environment." It makes the advertising exclusive. A nice choice for brand advertisers. It appeals to former and current Globe subscribers and readers, with elegant ad integration ad meets expectations of the print/egaged.

			*Boston.com is free, a mass audience, an ad-supported model and targeted at the online/mobile engaged (the second group above). "The stories will be curated in a way that is designed for them."

Mediag at 15:30, 6 October 2011

2011-10-06T15:30:44Z

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	Newspapers have been slow to take that approach of where are we here today, not where we were. "Part of it is we feel deeply about our mission and that is good, but that has prevented us from changing as quickly as we need to change." Think of it like an investor, how would I approach it from day one, today.		Newspapers have been slow to take that approach of where are we here today, not where we were. "Part of it is we feel deeply about our mission and that is good, but that has prevented us from changing as quickly as we need to change." Think of it like an investor, how would I approach it from day one, today.

			Contact: kdoctor@gmail.com @kdoctor <br>
			http://www.newseconomics.com

			==Peter Doucette, Boston Globe now presenting==

			They raised circulation prices in 2009, which gave the The Globe breathing room, and it paid off, but it was a non-repeatable strategy. They had to find new revenue streams.

			They have a two-brand strategy -- http://www.boston.com and http://www.bostonglobe.com / They wanted to protected the substantial ad revenue on Boston.com -- the seventh-largest news site in the country with 7 million unique visitors in August. They felt that could be at risk if they created a paywall.

			The higher sites include are Huffington Post, NYTimes, USA Today, LA Times.

			"Very good success," at Worcester with their paywall (powered by Clickshare Service Corp.)

			BostonGlobe.com and BostonGlobe.com were mergering, from a marketing point of view. They realized they had to go in a different direction. That's how they moved to the two-brand strategy.

			====Engaging with three types of customers at Globe====
			The did some research on willingness to pay. They talked about:

			*Print-engaged readers, who favor a curated news experience and newspaper-like format, but they are not at all print-exclusive. They index high for tablet usage; they want news that is curated and valued and they have a high propensity for that. "When we built BostonGlobe.com, we are very clear it is for those people."

			*Online mobile engaged. The next group. On the go, checking breaking news, active in search, commenting and emailing links and they read and consume in a different way. News surveyors, information snackers. They are looking for breadth, not depth, but are looking for the same type of content. The overlap of what they want is the same, but it is how they want it delivered that is different.

	~~Contact: kdoctor@gmail~~.~~com @kdoctor <br>~~		*Casual readers. They exist on line, on print.
	~~http://www~~.~~newseconomics.com~~

Mediag at 15:09, 6 October 2011

2011-10-06T15:09:41Z

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	"For news organizations it is really prizing the original reporting, but not stopping there, and go ahead with the aggregation, and bringing in enough of the user experience so the user will be satisfied."		"For news organizations it is really prizing the original reporting, but not stopping there, and go ahead with the aggregation, and bringing in enough of the user experience so the user will be satisfied."

			"So there is a new chance here, but these windows don't stay open very long."

			*The news industry is half of what it was at its peak. That is exactly where the news industry is now. They two industries are going through the same thing. New management in music sees things as they are, not what they were. Newspapers have to do the same thing. Where are we today? How do we build from here? That's parallel. He is going to look at music, and movies and books.

			Newspapers have been slow to take that approach of where are we here today, not where we were. "Part of it is we feel deeply about our mission and that is good, but that has prevented us from changing as quickly as we need to change." Think of it like an investor, how would I approach it from day one, today.



			Contact: kdoctor@gmail.com @kdoctor <br>
			http://www.newseconomics.com

Mediag at 15:05, 6 October 2011

2011-10-06T15:05:45Z

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	===QUESTION AND ANSWER ===		===QUESTION AND ANSWER ===

			*Q: What might news organizations expect for development costs for doing the software integration with the three most important platforms?

			*Doing a tablet app a year ago was $500K. Now you can do it for as little as $50K. Some people have folks in house who can do it, and they may not even realize it. It could be a 16-year-old kid.

			*There's a revolution in HTML5. A lot of companies are now using that instead of a proprietary app.

			*Q: By going behind a paywall, don't you protect yourself?

			*Maybe, but the most successful paywalls are sampling pay walls. So the same kind of fare use applies to tablets as well, if you are doing an HTML5 application. "I think because of the metered approach, publishers are not protected . . . and I think it comes down to product -- how good is the product."

			====Why did the aggregators win? What to do?====

			"How come aggregation in news won?"

			Aggregation means taking people stuff within the law and repurposing it. News organizations have been saying we are original publishers, we don't do that, that is stealing. Some papers have formed blogger networks to exchange traffic and aggregate them.

			How could we aggregate using the tablet form for our city?

			"For news organizations it is really prizing the original reporting, but not stopping there, and go ahead with the aggregation, and bringing in enough of the user experience so the user will be satisfied."

Mediag at 14:58, 6 October 2011

2011-10-06T14:58:54Z

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	(See: [http://www.papertopersona.org "Paper to Persona"] which argues that news organizations have to learning how to help their customers manage their persona -- if you can present customers to chain businesses you are entitled to a chunk of the transaction?)		(See: [http://www.papertopersona.org "Paper to Persona"] which argues that news organizations have to learning how to help their customers manage their persona -- if you can present customers to chain businesses you are entitled to a chunk of the transaction?)

			===Wrapup comment===

			"If we drop this idea that we have to completely understand it, and identity the rapid changes, and delve into it, and recognize that the role and mission of newspapers in their community has never been more important and we just have to find new ways to do it."

			===QUESTION AND ANSWER ===

Mediag at 14:56, 6 October 2011

2011-10-06T14:56:52Z

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	*$63 billion in self-marketing, up from $22 billion in 2006. It's going direct to the consumer. Many companies are now doing this -- Best Buy is an early-adopter example.		*$63 billion in self-marketing, up from $22 billion in 2006. It's going direct to the consumer. Many companies are now doing this -- Best Buy is an early-adopter example.

			"Consumers are finding: How many deals do you want in your in-box in the morning?"

			*Self-serve marketing, telesales, feet on the street are the three ways to sell but they are being reformed around marketing services. So media are becoming resellers. Newspapers are selling more and more of other peoples' stuff.

			====Estimate 3-5 years====

			A lot of chain businesses say 1/3 of their advertising spend will be in direct-outreach to consumers in a few years. Newspapers have to figure out how to capture that.

			(See: [http://www.papertopersona.org "Paper to Persona"] which argues that news organizations have to learning how to help their customers manage their persona -- if you can present customers to chain businesses you are entitled to a chunk of the transaction?)