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Adapting to the Changing Media Landscape

Adapting to the Changing Media Landscape . From newspaper to multi-media company. Let’s state the obvious. The Digital Revolution is shaking the foundation of all business models and altering forever the media landscape. This revolution is largely positive for consumers.

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Adapting to the Changing Media Landscape

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  1. Adapting to the Changing Media Landscape From newspaper to multi-media company

  2. Let’s state the obvious • The Digital Revolution is shaking the foundation of all business models and altering forever the media landscape. • This revolution is largely positive for consumers. • Our lingering economic crisis is forcing the pace of change to accelerate. • Newspapers are often singled out, but far from alone in this disruption.

  3. We’re all touched by the Revolution • Local and National Broadcast Television • Cable • Local Radio • Postal Service • Education • Your Organization – No one is left out.

  4. Adjustment Strategies • Adjust cost structures to correspond to revenue flow. • Concentrate on core competencies. • Embrace change rather than living in a state of denial.

  5. Core Competencies • Independent & Credible Local Content Provider – Community Watchdog • Highly-Effective Marketing Solutions • Excellent Area-wide Distributor

  6. The Importance of Content • Original content separates us from the pack • Journalism rises above “commodity” – credible, relevant, independent, local • The need for a free press in a democracy is clear - watching the powers that rule over us

  7. What do our customers tell us? • Our long-term readers and advertisers depend on what is in print – and we intend to deliver. • People want information in different ways • Facebook and other social media • Mobile phones • Tablets • Local news is highly valuable

  8. Strength in Multi-Platform • Daily and Sunday Citizen Patriot • Email Newsletters • iPads and other tablet • iPhones & Androids • Laptops & Desktops • Mlive.com – the most popular news website in Michigan, and Jackson!

  9. Mlive.com is #1 in Michigan Source: comScore Unified Digital Measurement, October 2010

  10. mlive.com/jackson - January • 1,804,769 total page views • 281,025 unique views • 60,000 daily page views • 5,000 unique visitors daily on Jackson homepage

  11. Our Marketing Strength has never been greater • Multi-Platform solutions with online power -Packaging print & digital • Online display ads, business listings and shopping databases • Email Newsletters • Search Engine Marketing, Site Visibility solutions, mobile, text and video • Coupons, in print and online • Powerful Analytics Capabilities

  12. Product Line: Traditional Print Jackson Citizen Patriot Sunday: 77,000+ readers; Daily: 65,000+ readers

  13. Digital Ads • Online display advertising impression campaigns • Leaderboards • Rectangles • Half-page ads

  14. Email Advertising • Real-Time • Newsletter • Top Headlines • Obits • Shopping • Entertainment • Weather • Lottery

  15. Business Listings • Print & Online Enhanced Business Listings to help your business be visible

  16. Data Distribution • We distribute the data from MLive.com Business Listing Profiles to over 130 directory sites

  17. Search Engine Marketing • MLive.com manages your paid search campaign on search engines such as Google, Yahoo and Bing.

  18. New Business Model • Tuesday, Thursday, Sunday home delivery of print newspaper • Single copy editions Monday, Tuesday, Friday, Saturday • E-Edition 7 days • Updated news 24/7 at www.mlive.com/jackson

  19. There is a future--just different --We must change with the times --We’re doing it from a position of strength --We MUST preserve journalism in our local community for a long time to come.

  20. How Does This Affect Nonprofits You must think differently when developing a marketing plan. Digital needs to be a part of any marketing plan People are accessing information on your organization via search. How do you fare? We can help you understand the new world

  21. Developing a relationship, knowing who to call Reporters are still reporters--but doing many different things Know how to write a press release Know where to send it; follow up Make it easy for us Learn how to contribute content online Working with the Media Effectively

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