Grist Magazine: Increasing Ad Revenue

OverviewThis presentation will focus on providing a synopsis of common current advertising strategies within nonprofit media organizations; and to provide several recommendations for increasing ad revenue at Grist Magazine.

Overview of advertising in the nonprofit media world

Ad Networks

Vertical Networks

Blind Networks

Targeted Networks

Commonly used networks

1. Mantis Ad Network

2. New American Media

3. Publica Media Interactive Network

Common Strategies

Syndication and Partnerships

Sponsored Advertising

Partnerships with Ad Networks

Self-Targeted Ads

Most common revenue drivers in the nonprofit world

Highest drivers of nonprofit revenueFoundation Funding

Earned Income

Membership/ Donations

Project objective: To increase earned revenue through advertising for Grist.org

Proposed recommendations:

First Alternative

Syndication and unique partnerships

Second Alternativ

e

Join an advertising network

Third Alternativ

e

Offer premium membership services

Fourth Alternativ

e

Invest into an affordable Search Engine Optimization Plan

Syndication and Unique Partnerships:

● Syndication: The re-distribution of published content to other websites in exchange for monetary value

● Increases in exposure and awareness: The Voice of San Diego: Case study○ Syndicate partnership with their local NBC affiliate

■ Increased exposure and unique views■ $43,000 Profit level

○ The Bay Citizen : Case Study■ Had a syndicate partnership with the New York

Times■ Gained access to a list of 65,000 email subscribers

Join Advertising Network:

Offer membership-incentive packages:● Currently utilized by several major competitors ( Texas Tribune,

ProPublica)● Offer affordable, additional services and “premiums” than the

standard subscription offers● Examples: Texas Tribune offers annual cocktail party invitations

● V.I.P to exclusive events● Differentiate service packages offered:

○ Doesn’t decrease the significance of Grist’s mission○ Offers another revenue stream

Invest into an affordable SEO Plan:● Top benefits of Search Engine Optimization:

○ Increase Traffic: top positions on search engine results page- receive majority of impressions and clicks.■ Creates informative and keyword relevant title tags which

show up even more in result pages.○ Cost-effective

■ One of the most cost-effective marketing strategies■ Inbound>Outbound■ Higher quality traffic

○ Increased site usability■ SEO rearranges the site architecture and links- making the

page easier to use■ Bounce Rate- most common symptom is usability of

landing page

To greater heights, new levels and new opportuntites!

Questions?