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Money and online media: The INQ7 experience

Money and online media: The INQ7 experience. Profile. Joint venture between top newspaper (Inquirer) and top television network (GMA-7) 35-41 million pageviews per month; 21 million unique visitors per month; 90,000 SMS alert subscribers 70% of audience is overseas, mostly from the US

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Money and online media: The INQ7 experience

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  1. Money and online media: The INQ7 experience

  2. Profile • Joint venture between top newspaper (Inquirer) and top television network (GMA-7) • 35-41 million pageviews per month; 21 million unique visitors per month; 90,000 SMS alert subscribers • 70% of audience is overseas, mostly from the US • Top sections are homepage, entertainment, breaking news, and national headlines--in that order usually

  3. INQ7 news desk • 7 reporters • 5 full-time editors • 12 technical personnel • Full number of employees: 43 • Wire agency style operation • Daily volume: Around 150 stories, 12 video clips • Breaking news frequency is generally twice per hour. Near real-time during coups and other emergencies when running account is used. • Wire feeds: AP, AFP, XFN-Asia, Reuters, Inquirer, GMA-7

  4. What pays for all this? • 50% RP-based advertisers • 35% US-based advertisers • 15% Syndication, SMS, and other revenue • Advertising revenue has grown an average of 100% each year for the past three years. Main driver for revenue growth

  5. Implications on editorial • Pressure to run press releases of advertisers • Pressure to create content that “sells” • Homepage and inner pages become battleground between sales and editorial in terms of ad space • Newness of medium means less awareness of church-state division • Projects without a clear upside for advertisers receive less priority • The short of it: The more things change, the more they stay the same. • No threat of an ad boycott…so far

  6. Responses • Salespeople told that they cannot promise press releases as part of ad packages and that the site’s editorial credibility is the key to high readership • Express and mobile editions of site that have fewer ads. These are the editions used in high-traffic situations. • Exploring paid subscription model as option for readers who want no ads at all • Editorial OK required for certain types of rich media ad campaigns

  7. Summary • Advertising appears to be the most promising business model online to date for news sites. • Such a business model results in online media outfits facing the same problems as traditional media counterparts that also depend heavily on advertising. • Editorial’s best defense is to educate sales on good editorial practices and explain to them that keeping to these practices will result in long-term viability.

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