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American Newspapers and the Internet: Threat or Opportunity?

American Newspapers and the Internet: Threat or Opportunity?. Erin Teeling, The Bivings Group September 28, 2007. The Situation. The Problem: Newspapers losing audience The Solution: Learn how to build an engaged online audience “ATMM”. The Process: Step 1. Assess Your Audience

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American Newspapers and the Internet: Threat or Opportunity?

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  1. American Newspapers and the Internet: Threat or Opportunity? Erin Teeling, The Bivings Group September 28, 2007

  2. The Situation • The Problem: Newspapers losing audience • The Solution: Learn how to build an engaged online audience • “ATMM”

  3. The Process: Step 1 • Assess Your Audience • Where are they going? • What are they doing? • How can you keep them engaged?

  4. The Process: Step 2 • Take Inventory • How old is your platform? • What are you offering? • What type of communication avenues do you make available?

  5. The Process: Step 3 • Modernize • Use Web 2.0 to revamp traffic and stickiness

  6. Modernization GraphicalRedesign

  7. Modernization • Tapping Your Crossover Audience

  8. Complementing Print on the Web • Databases of Information

  9. Complementing Print on the Web • Blogs

  10. Complementing Print on the Web • Comments

  11. Complementing Print on the Web • User-Generated Content

  12. Complementing Print on the Web • Flexibility of Content • Alternative Content Views

  13. Complementing Print on the Web • Social Networking • Allow users to connect with one another and their communities

  14. Complementing Print on the Web • Allow newspaper website to evolve beyond the print product • Community Portal vs. online repository

  15. The Process: Step 4 • Monetize • Converting page views into dollars

  16. Monetization • RSS Feeds: A Missed Opportunity and Growing Trend

  17. Monetization • How valuable is your content? • How unique is your content? • What is its “expiration date?”

  18. Monetization • Advertising and Classifieds

  19. The Remedy? • There is no one-size fits all remedy for the newspaper industry. • Each newspaper needs a unique plan. • We are beyond the opportunity for “band-aid improvements”

  20. Industry Status

  21. The Facts • Sites with more features, unique content, and better functionality to better than sites without these features.

  22. Who’s Getting it Right? • Knoxville News Sentinel • Fresno Bee • Austin American Statesman • Tennessean • San Jose Mercury News • New York Times • Washington Post • USA Today • Houston Chronicle • Denver Post

  23. Who’s Getting it Right?

  24. Who’s Getting it Right?

  25. Who’s Getting it Right?

  26. Who’s Getting it Right?

  27. Who’s Getting it Right?

  28. Who’s Getting it Right?

  29. Who’s Getting it Right?

  30. Who’s Getting it Right?

  31. Who’s Getting it Right?

  32. Who’s Getting it Right?

  33. Conclusion • The Internet, while a direct competitor, holds many opportunities for newspaper websites • Look for new and creative ways of doing things • Identify actual competitors and learn from them

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