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Partnership for Online and Beyond Strategic Thinking for a Multi-platform World

Partnership for Online and Beyond Strategic Thinking for a Multi-platform World. Gannett Co., Inc. April 27, 2004. Setting the Scene. Jennifer Carroll Director of News Development Gannett Co., Inc. Peter Lundquist Director of Online Content Gannett Co., Inc. Kerry Oslund

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Partnership for Online and Beyond Strategic Thinking for a Multi-platform World

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  1. Partnership for Online and BeyondStrategic Thinking for a Multi-platform World Gannett Co., Inc.April 27, 2004 Partnership for Online and Beyond

  2. Setting the Scene Jennifer Carroll Director of News Development Gannett Co., Inc. Peter Lundquist Director of Online Content Gannett Co., Inc. Kerry Oslund Vice President/News Gannett Broadcast Kinsey Wilson Editor USATODAY.com Partnership for Online and Beyond

  3. Partnership for Online and Beyond

  4. Shared Content: Great Lakes Escapes WZZM, Grand Rapids The Detroit News Partnership for Online and Beyond

  5. Shared Content: Phoenix Partnership for Online and Beyond

  6. Election 2004 Partnership for Online and Beyond

  7. Pac News Express Partnership for Online and Beyond

  8. Pac News Express Partnership for Online and Beyond

  9. Shared Content: Florida Beach Erosion Project Partnership for Online and Beyond

  10. Shared Content: Florida Beach Erosion Project Partnership for Online and Beyond

  11. Shared Content: St. Cloud and Bangor WLBZ, Bangor St. Cloud Times Partnership for Online and Beyond

  12. What works, what doesn’t. Partnership for Online and Beyond

  13. Multimedia convergence, local newspaper division perspective Peter LundquistDirector/Online ContentGannett Co., Inc. Partnership for Online and Beyond

  14. “Convergence” within a newspaper • Newspaper Division took an integrated approach to online • Leverage news and ad relationships • Maybe slower innovation • But longer-lasting results • Requires training and buy-in • Shorter road to profitability • Revenues and profits continue to grow Partnership for Online and Beyond

  15. “Convergence” across divisions • Newspaper Division • 100 local newspapers with Web sites • USA TODAY • USATODAY.com • Broadcasting Division • UK: NewsQuest Partnership for Online and Beyond

  16. NFL Preview – The kick off Partnership for Online and Beyond

  17. NFL Preview – The big thud • 110 sites, 376,589 Page Views Partnership for Online and Beyond

  18. Anatomy of NFL Preview • Newspaper content • USA TODAY • Local newspapers • Broadcast video • USA TODAY Live for production • Third-party content • USATODAY.com technology • USATODAY.com production • Limited engagement • Contain costs Partnership for Online and Beyond

  19. What we learned • Geographic holes • Requires third-party content • Technology holes • ‘News’ did best • Preview content didn’t click • Audience wasn’t ready for video yet • Market disconnect • Local market expectations • Did local content make USATODAY.com more competitive? • Is promotion worth cost? Partnership for Online and Beyond

  20. Columbia Lost • Florida Today • Other sites Partnership for Online and Beyond

  21. Total traffic: 669,000 PVs Face-Off Iraq Partnership for Online and Beyond

  22. What are the business objectives? • Grow readership? • Offer best-of-breed content to improve the depth of our sites • Grow revenues? • Offer content channels on all sites and sell ads across the network • Grow profits? • Reduce expenses by producing content once Partnership for Online and Beyond

  23. Sharing model: National to local • Examples • NFL Preview, Face-Off Iraq, Friends contest • Readership • Not much in each local market • May boost edge for USATODAY.com in aggregate • Revenues • Limited local revenues • Network sales? Maybe. • Profits • Allows focus on local Partnership for Online and Beyond

  24. Sharing model: local to local • Examples • Great Lakes Escapes, PacNews Express, Indy 500, Kentucky Derby • Readership • Usually better readership traction within region or when topic resonates with local market • Revenues • Local sponsorships and ads are possible • Profits • If technology, then efficiencies Partnership for Online and Beyond

  25. Sharing model: local to national • Examples • Classified verticals • Readership • More content choices for USATODAY? • Revenue and profits • Classifieds? Yes • News? We’ll try it. Partnership for Online and Beyond

  26. Technology aside • Newspaper CMS initiative • Common storage and delivery platforms for all 100 newspapers • Import/export capability • Multimedia asset indexing Partnership for Online and Beyond

  27. Conclusions • We’re still experimenting • Known: We have tons of content • Unknown: Where do our content and business objectives overlap? • Some lessons learned • National content needs strong local tie • Credibility requires national and world news • Sharing offers efficiencies, allows local focus Partnership for Online and Beyond

  28. Kerry OslundVice President/NewsGannett Broadcasting Partnership for Online and Beyond

  29. Kinsey WilsonVice President and Editor in ChiefUSATODAY.com Partnership for Online and Beyond

  30. Jack WilliamsSenior Vice President/ Diversified Businesses and DevelopmentGannett Co., Inc. Partnership for Online and Beyond

  31. Election 2004 Peter Lundquist Director/Online Content plundqui@gannett.com Partnership for Online and Beyond

  32. Critical mass online? • Dean raises $25 million online • Pundits predict online ad spending • Kerry buys ad on Des Moines’ Career Builder Partnership for Online and Beyond

  33. Model local site • New model based on experience • Clarksville lesson: Content gets traction in markets with local connection • Local must be foundation • But, need content to get full network participation • AP print and online package • GNS • USATODAY.com Partnership for Online and Beyond

  34. Third-party deals • AP – print and online • E-the-people Voters Toolkit Partnership for Online and Beyond

  35. Model election front Partnership for Online and Beyond

  36. Local GNS GNS Local USATODAY Local AP ‘Seamless’ sharing Partnership for Online and Beyond

  37. ‘Seamless’ sharing • Same branding, nav, ads Partnership for Online and Beyond

  38. Communications: Extranet Partnership for Online and Beyond

  39. Communications: E-mail Partnership for Online and Beyond

  40. Analytics: SiteCatalyst Partnership for Online and Beyond

  41. Results - Audience • Local drives traffic Partnership for Online and Beyond

  42. Election summary • Our sites still live or die with local • Third-party content needed as supplement? • Seamless sharing works better for the user • Requires coordinated communication • Corporate to papers • Online and news departments • Common analytics help us refine strategies and tactics Partnership for Online and Beyond

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