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AP Media Editors

AP Media Editors. PAID CONTENT AND THE EMERGING NEW WORLD. Just a thought to start…. PAID CONTENT. I’D LIKE SOME OF YOUR MONEY!. The Problem…. Is actually worse than that…. Cost is not really an issue…. Van Westendorp Modeling – One Market N = 221. Re-Inventing the value of news….

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AP Media Editors

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  1. AP Media Editors PAID CONTENT AND THE EMERGING NEW WORLD

  2. Just a thought to start….

  3. PAID CONTENT • I’D LIKE SOME OF YOUR MONEY!

  4. The Problem… Is actually worse than that…

  5. Cost is not really an issue… Van Westendorp Modeling – One Market N = 221

  6. Re-Inventing the value of news… • Now, THAT’s a challenge!

  7. But first, let’s think about Audience….and where that money is going to come from…

  8. Compounding the “Age Issue” is Length of Subscription… How long has your household subscribed to the LOCAL DAILY? N = 559

  9. Diverging Audiences Last 7days Last 30 days

  10. Audience Use

  11. Just how big is the there, there? How many actual people visit your website? How many people use your apps? Print subscribers & readers Digital Audience

  12. The three flavors of audience will determine the structure of local opportunity Frequency and Loyalty will be the primary drivers of opportunity. Second Tier Prospects Least Best Prospects Top Tier Prospects Incidental =3 or fewer visits in month Core = 4 or more visits per month

  13. Case Study

  14. Computers now most common e-device, with mobile coming on strong Which of the following types of media and devices do you own and use? [Check all that apply.] N = 2,806

  15. Mobile revolution in active progress On an average weekday (Monday-Friday) from which locations do you usually access news and information websites? (Check all that apply.) N = 2,756

  16. Mobile

  17. That sound you hear…is the rubber hitting the road What type of cell phone do you personally own and use? Single Market N = 1,245

  18. Lots of uses

  19. LOTS of Technology Owned

  20. Computer Uses

  21. News Content

  22. Top Breaking News

  23. Local TV is first source, then national news sources….then Facebook?

  24. Getting more…

  25. Paying for Content • Most respondents report they do not pay for content; those who do cited WSJ.com most often • Respondents split evenly on ease/difficulty of replacing LocalSite.com news and information • Other Internet and TV sites top list of possible alternative sources • Respondents would look to other free sources before paying

  26. Site Visitors Value the Content from Print edition of the Local News at LocalSite.com 40. In general, how valuable is it to you to be able to access all of Local Local Print print content online at LocalSite.com? Sample Base: All Respondents N = 657

  27. But these Site Visitors report a higher value of info at LocalSite.com 25. In general, how valuable do you think the news and information posted at LocalSite.com is to you? Sample Base: All Respondents N = 657

  28. Four in ten think LocalSite.com content would be easy to replace 26. If LocalSite.com stopped posting their news and information to the Web, how easy do you think it would be to find a replacement for that news and information you are currently getting from LocalSite.com? Sample Base: All Respondents N = 657

  29. TV tops the “switch to media,” but print edition is close second 27. What other media/sources do you think you would use if news and information from LocalSite.com were no longer available? [Select all that apply.] Sample Base: All Respondents N = 657

  30. TV also tops the “Switch to Digital Media,” but other Internet follow 28. Which, if any, online sources would you be most likely to turn to if LocalSite.com were no longer available? [Select all that apply.] Sample Base: All Respondents N = 657

  31. Resistance is high 33. If LocalSite.com began to charge a fee for access to some or all of its content including all its articles, blogs and multimedia, how would this affect your LocalSite.com visiting behavior? Sample Base: All Respondents N = 657

  32. Audience strategy Content verticals Key goals Lifestyle Home Garden Food Dining Music Biking Bowling Crafts Pets Shopping Deals Yard sales Swaps ‘Craig’ list ‘Angie’ list Online mall Content Local news/blogs RSS/data/algo User content Contact Social/mobile media Commerce Marketplaces Paid content Transactions Local+ Nabe news Calendar Schools Crime Realty Family Schools Parenting Activities Senior care H.S. sports Faith And more

  33. Marketer strategy Product suite Key goals Marketing CRM Scheduling Direct mail W/M hosting SEO Social sites Rep mgmt Content Collateral Pens & signs Community Best practices News/blogs Social media ‘LinkedIn’ Marketplace PR ‘blotter’ Swap mart RFP exchange Forums Ad sales Owned media Print Web Mobile Portals Third party Local net SEM Social ads Legacy Analytics Planning Benchmarking Measuring ROI analysis Holistic Ad sales Marketing services Recurring Sell once, stick forever Efficient Self-service: Planning Creative Ordering Analytics And more

  34. Key Data Summary • Visitors at local newspapers sites have a preference for the Internet for news and are frequent users of both LocalSite.com and other news and information media • Despite valuing LocalSite.com content, Visitors would seek other free access sites before signing up to pay • Visitors’ favor a price for LocalSite.com monthly subscription access only $4.00 more than single day. • Strong overall resistance to paid access • Indicated price points are relatively low

  35. Implications • Revenue modeling MUST be based on accurate numbers for local audience & total audience. • Opportunity modeling MUST be based on an correct understanding of audience behavior patterns. • Price modeling must be done on a market-specific basis. • Marketing modeling MUST have two major elements: • Addressing real audience objections to paid • Describing meaningful and persuasive arguments as to why paying for access will bring profound and important user benefits. • Both of these elements can only be correctly constructed based on direct feedback from audience members.

  36. It’s about value.

  37. You job, Media Editors, should you choose to accept it, is to lead your enterprises back to being relevant again. • It won’t be easy. • But, it is possible.

  38. Thank you. Greg Harmon Borrell Associates 415 566 4348 gharmon@borrellassociates.com

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