how a user-driven market is changing publishing – and ...... · 50 shades of gray 4. ......
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How a User-Driven Market is Changing Publishing – and Insurance Agencies
“Profiles in Social Media Marketing: Leveraging social media tactics into successful integrated campaigns”
“New ROI: Use social media to track how customers benefit”
“Young people don’t like us. Who can blame them?”
“Build Brand With Blogs” “Get Appy: Using Mobile Apps to Better Serve
Clients”
Chicago Daily News Circulation Circa 1920: 200,000 News Publishing: From This…
Perezhilton.com: 2.2 million unique visitors. …To This.
Huffington Post (unique monthly visitors: 36 mil) Politico ProPublica Philadelphia Inquirer Tuscaloosa News New York Times Associated Press Denver Post (Question: What do they have in common?)
Evolution of newspaper business models:
◦ First 100-150 years: For elites only
◦ Last half of 19th century: Mass appeal
◦ Ad revenue: Tail wags the dog
◦ 21st century: Back to the future!
1. Decreasing revenues
2. Staff, production cutbacks
3. 50 shades of gray
4. The unpaid competition
5. Commoditization/compromise of product
6. Business model reversal
For better or worse: The customer is now in charge
How both publishing and insurance are empowering the buyer
Publishing: Digital-only magazine
readership is growing, according to GfK MRI Survey of the American Consumer Wave*
Insurance: 65% of AA&B readers
prefer to access online news content via enewsletter
39% of independent agencies say they’re marketing effectively on the Internet
Ad revenues were up in 2011, but… The dollars are migrating Measured media = TV and print Unmeasured media ◦ Direct marketing ◦ Online video ◦ Search marketing ◦ Social media ◦
Lesson: More direct consumer connection
Publishing:
Time Inc. goes digital
The tablet revolution
Insurance:
Finance goes mobile
More of our readers want digital content
Insurance people: Luddites no longer!
Publishing:
“Fish where the fish are”
Social uber SEO
Insurance:
More online agency marketing
The importance of Web presence
To market, to market – on social media
Publishing:
Transporting numbers
ROI? Fuggetaboutit!
Insurance:
ROI? Really fuggetaboutit!
Social media in the wings…
…We’re flying by the seat of our pants
And social media growth isn’t going away
From “Letters to the Editor” to online engagement ◦ Of businesses using social media: 42% offer blogs 42% include customer reviews 6 out of 10 listen to consumer conversations on social
media 8 out of 10 answer client questions/complaints via
social media*
Warren Buffett is buying newspapers
Old-school channels may have better response rates
Magazines are retro-cool among the young
Print is NOT dead
Speak out and share your ideas!
