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Newspapers ‘Alice in Wonderland’

Learn how Wegener MediaVentions, part of the Mecom Group plc, has successfully monetized their online newspaper portfolio through SEO and SEM strategies. Discover case studies and insights on reaching a wider audience and attracting advertisers.

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Newspapers ‘Alice in Wonderland’

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  1. Newspapers‘Alicein Wonderland’

  2. Newspapers, internet and earning money Hubert Diemel Market Analyst, Wegener MediaVentions The Netherlands

  3. Today's presentation Who we are Earning money with an online newspaper portfolio How did Wegener choose a SEM partner How to SEO a newspaper…

  4. http://images.google.com/images?hl=is&q=Wegener&btnG=Leita+a%C3%B0+myndum&gbv=2http://images.google.com/images?hl=is&q=Wegener&btnG=Leita+a%C3%B0+myndum&gbv=2

  5. Who is ‘Wegener NieuwsMedia’ • Since november 2007 part of Mecom Group plc. • Regional newspaper publisher, the biggest in The Netherlands (circulation 860.000) • Including 7online newspaper websites • Unique Visitors 1,6 millionand Page- views 45 million per month (STIR, november 2007) • Annual turnover € 668 million

  6. Who is ‘Onetomarket’ • Online marketing firm, since 1999 • Offices in Arnhem (NL), Barcelona (ES), Madrid (ES) and Berlin (DE) • More than 50 online marketing specialists • Speaking 8 languages natively • Services include: SEO, SEM, Link Building, E-Mail marketing, Online advertising, Reputation Management and online marketing consultancy

  7. What is Wegener MediaVentions • Wegener MediaVentions is a central division responsible for business development, project management and support of the 7 online newspaper activities • We’rehelping our 7 newspapers with new ideas, marketing information and practical tips in marketing and sales areas

  8. Do we earn money ? http://www.flickr.com/photos/hegarty_david/528598100/

  9. Would you buy an electric toothbrush ? http://www.flickr.com/photos/7553795@N06/439219823/

  10. Would you buy an electric toothbrush ? Supermarket test case, • toothbrushes and wine coolers • during 2 weeks online ads on 1 newspaper website Toothbrush, 50% discount Wine Cooler, x discount NO advertising in print NO prominent position in the Supermarket

  11. Supermarket results Investment Supermarket: € 0,= Week 1: >60soldwine coolers Week 2: >600 toothbrushessold A very satisfied advertiser Contract until the end of 2009, worth € 40.000,= Success = online reach

  12. Cross-media Information campaign http://www.flickr.com/photos/7521032@N04/1412172252/

  13. Cross-media Information campaign • Rebuilding the Deventer Hospital • Inform patients and interested parties • April 2007 / March 2008 • Monthly information page in our newspapers • Online special with up-to-date hospital and newspaper news • Availability of an CMS, for the hospital communications department

  14. Cross-media results • Investment Wegener € 1.500 • Banners and text links sold >€ 12.000 • 2 x video reports sold € 2.000 • Click ratio Banners 1% • Success = online reach

  15. Would you follow the lead ? http://www.flickr.com/photos/zen/268856737/

  16. Would you follow the lead ? Co-ownership of the website BenZeker.nl Comparison website with financial products Products: mortgages, loans, savings, insurances Model is ‘Lead-generation and clicks’ 50/50 Continuous newspaper ad-campaign Online ads on all 7 newspaper websites Start November 2007

  17. Lead-generation results (1 month) Investment Wegener: € 2.500 total Unique Visitors 8.000 and 3.600 paid clicks Car insurance, 40quotes Mortgages, 16 appointments with a broker We need to fine-tune and give continuous media attention to grow. Success = online reach

  18. So, do we earn money with our online newspaper portfolio ? YESwe do http://www.flickr.com/photos/hegarty_david/528598100/

  19. Search engine marketing partner http://www.flickr.com/photos/christianoneto/1640957850/

  20. The search for a SEM partner More visitors, more pageviews, more advertisers Better R.O.I. Timetable: 2007, SEO and SEA, optimization  2008, newspaper sites online, aggressive market approach 2009, strong relationship with visitors and advertisers

  21. The search for a SEM partner What is SEM, ask questions Visit experienced SEM users/companies and listen Invite 4 SEM companies for a pitch Why ‘One To Market’ • their Experience • their Motivation • their Price • Our gut feeling

  22. What about ‘Alice’ http://www.flickr.com/photos/kirstiecat/2112154506/

  23. How to SEO a newspaper… Most newspapers that go online are authorities in and of itself You “just” have to fix some technical issues

  24. How to SEO a newspaper… After that it’s all about awareness and the mindset

  25. First: the technical stuff Getting the front page indexed is easy http://flickr.com/photos/hoder/9365819/

  26. Are your archives dusty? But what about the archives? http://flickr.com/photos/sigma/37083145/

  27. Links, links, links… It’s all about (internal) link structure http://flickr.com/photos/joshsommers/958642299/

  28. Duplicate content While preventing duplicate content http://www.google.com/search?q=intitle:%22Bush+fights+for+relevancy+in+last+state+of+the+union%22&hl=en&pws=0&filter=0

  29. Be aware of the competition 5.7 million readers!

  30. The hardest part:

  31. Make this guy http://flickr.com/photos/ljesmith/292424850/

  32. Understand this stuff

  33. To rank well The newspaper has to become part of the web And not just an observer

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