american newspapers and the internet: threat or opportunity? erin teeling, the bivings group...
TRANSCRIPT
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American Newspapers and the Internet:
Threat or Opportunity?
Erin Teeling, The Bivings Group
September 28, 2007
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The Situation
• The Problem: Newspapers losing audience
• The Solution: Learn how to build an engaged online audience
• “ATMM”
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The Process: Step 1
• Assess Your Audience
– Where are they going?– What are they doing?– How can you keep them engaged?
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The Process: Step 2
• Take Inventory– How old is your platform?– What are you offering?– What type of communication avenues
do you make available?
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The Process: Step 3
• Modernize
• Use Web 2.0 to revamp traffic and stickiness
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Modernization
Graphical Redesign
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Modernization
• Tapping Your Crossover Audience
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Complementing Print on the Web
• Databases of
Information
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Complementing Print on the Web
• Blogs
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Complementing Print on the Web
• Comments
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Complementing Print on the Web
• User-Generated
Content
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Complementing Print on the Web
• Flexibility of Content
• Alternative Content Views
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Complementing Print on the Web
• Social Networking
• Allow users to connect with one another and their communities
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Complementing Print on the Web
• Allow newspaper website to evolve beyond the print product
• Community Portal vs. online repository
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The Process: Step 4
•Monetize
– Converting page views into dollars
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Monetization
•RSS Feeds: A Missed
Opportunity and Growing
Trend
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Monetization
• How valuable is your content?
• How unique is your content?
• What is its “expiration date?”
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Monetization
• Advertising and Classifieds
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The Remedy?
• There is no one-size fits all remedy for the newspaper industry.
• Each newspaper needs a unique plan.
• We are beyond the opportunity for “band-aid improvements”
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Industry Status
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The Facts
• Sites with more features, unique content, and better functionality to better than sites without these features.
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Who’s Getting it Right?
• New York Times• Washington Post• USA Today• Houston
Chronicle• Denver Post
• Knoxville News Sentinel
• Fresno Bee• Austin American
Statesman• Tennessean• San Jose Mercury
News
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Who’s Getting it Right?
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Who’s Getting it Right?
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Who’s Getting it Right?
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Who’s Getting it Right?
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Who’s Getting it Right?
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Who’s Getting it Right?
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Who’s Getting it Right?
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Who’s Getting it Right?
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Who’s Getting it Right?
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Who’s Getting it Right?
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Conclusion
• The Internet, while a direct competitor, holds many opportunities for newspaper websites
• Look for new and creative ways of doing things
• Identify actual competitors and learn from them