Social media, data, and newsletters can help publishers earn money
The consumer of news today may be the same consumer as many years before, but he is satisfying his needs in a different way, and developing new habits within the same consumption occassions.
Paul Westhorpe’s key topics of the presentation were:
- Social Media
- Data acquisistion
- Newsletter strategy
Today, no newsmedia publisher could be death or blind to social media. It allows to:
- push content to wider audience (addition of prevalent share toolbar reduces effort required for users to recommend content to friends),
- pull in conversations, and feedback (website integration with FacebookConnect enriches user experience, increasing time spent on site).
The money for publishers is nowadays in their readers’ (users’) data. They should be collected whenever it is possible.
Prisa Digital standardized the data capture process within all online operations. They developed minimum requirements for information to be collected during email sign-up. And those are: first name, last name, gender, age, permission to send promotional offers, and localization. As Prisa becomes more advanced, it hopes good data will become important to providing relevant content and offers.
Data acquisition platforms should be used by pubishers who develop their ideas to add more value to their users. It can be used for the need of registration process on different websites within one newsmedia company and then used internally for cross-selling offers.
Data acquisition tools can be integrated in mails. A newer approach is to nclude in mailing a “share within your network” option. The average Facebook participant has 120 friends – so sharing within a network can give significant reach under one condition – it must be share-worthy (good content, offers, news about events and more).
Email marketing is a key driver to help monetize users as well as to increase the audience and user information. This is why newsletter programs are so important:
- they can help increase traffic and revenues
- they help get to know the user
- commercial emails may result in high CPM revenues
More recent stories
VICE: Changing of the guard in media for generation Y
Carsten Kritscher, Commercial Director, VICE Media (Germany) shared during Digital Innovators Summit how his company has collaborated with forward thinking brands to form unique partnerships and develop cutting-edge, disruptive solutions for their needs.
Condé Nast – Programmatic ad transactions for publishers
At Digital Innovators Summit, Rick Welch, Head of Programmatic Sales, Condé Nast (USA) provided an overview of the programmatic ad landscape, and ways magazine media companies can approach building programmatic capability.
Condé Nast is home to some...
The Onion’s evolution towards digital only publication
Steve Hannah shared at the Digital Innovators Summit how they have transformed their weekly newspaper into a 24/7 digital media brand with new business models while staying true to their core brand.
The U.S. satirical news brand The Onion has become more...
Staying on the interactive marketing rocket – discussion
Online adverting and marketing continues to increase its share of global advertising budgets. This session of Digital Innovators Summit featured the perspectives of global brands and a publisher on the state of online marketing – trends, what is working,...
Making the most out of Facebook
How can media companies best make use of this social network with its more than one billion monthly users? Andy Mitchell talked during Digital Innovators Summit about the latest developments at Facebook that benefit media companies as well as effective...
Cool is not an accident – how to make videos go viral
You don’t have to wait for some happy coincidence to get a video that spreads across social media like a wildfire – you can make one yourself! Award winning and provocative director Joseph Wade (Don’t Panic, UK) talked during the Digital Innovators...
Fædrelandsvennen – All access success
In May of 2012, Fædrelandsvennen launched a new business model. Speaking at the Digital Innovators Summit in Berlin, News Editor Christian Stavik reported his newspaper now has 75% coverage in its core market, which is the entire country of Finland.