Food Niche & NativeBrandon Erlacher

@bserlacherPublisher

The Elkhart TruthNative Advertising Summit

July 9,2014

Today Flavor574

Concept & Strategy

Products

Metrics

Packaging

Next Steps

Concept & Strategy

Niche Content Play: Food

Geographical boundaries (574)

Strengths

Build off of Elkharttruth.com and Radio reach

SEO play

Same CMS

Leverage packaging across brands

Huge differentiation advantage to publishers! Organic SEO and Trust…

Content Types

3 Content Types

Content Marketing (Native or

Sponsored)

Journalist created

User-generated (Columnists)

Sections

Eat

Drink

Make

Guide

Events

We are able to offer our advertisers/sponsors the opportunity to get in front of a highly

engaged community of ‘foodies.’

The challenge now is educating our advertisers that the value of that engagement

Outweighs smaller readership.

Newspaper Food

Content & Flavor

How does it work?

All food content originates with Flavor

Story lives on Flavor

Newspaper Food

Content & Flavor II

How does it work?

All food content originates with Flavor

Food critic and blog live on Flavor

Bylines in newspaper have Flavor

Elkharttruth.com shares Flavor stories

via social

SEO

Larger audience, drive traffic

Lends credibility

**Rule: We never post the same content on Flavor574.com and Elkharttruth.com

A digital asset only lives in one place. Link to it from other brands…

Social and Email Twitter

Pinterest

Facebook

Google+

Daily Newsletters

0 20 40 60

Eat

Drink

Make

Full

Email Open Rates by List

Niche product

engagement is very high:

53% on Facebook!

Other Items

Have a dedicated seller, but also make packages available to media reps

User is first stakeholder. Quality content is key. Not advertorial. Evergreen content. Native is a win/win. Think Quality Score!

Staff includes a Project Manager who reports to Creative Services, a dedicated seller and shared reporting resources with newsroom for those who are passionate

Trusted, local, independent contractors (correspondents) are used to create the native content

0

100

200

300

400

500

600

700

800

900

1000

DESKTOP

MOBILE

TABLET

Flavor Traffic (by Device and Time of Day)

Flavor Traffic (New vs. Returning by Month)

78.5

67.4

57.253.9

21.5

32.6

42.846.1

0

10

20

30

40

50

60

70

80

90

March April May June

% New % Returning

Traffic Origin(by Device)

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Direct Organic Referral

Desktop

Mobile

Tablet

Products

Cross-Selling

Newspaper

elkharttruth.com

Truth Radio

Events

Content Marketing (Native)

Sponsored Articles

*Video

*Audio

Digital Advertising

Display Email*Pre-roll Video

*Deals

Digital Publication

• Google Play

• App Store

• Amazon

Content Examples

Digital Publication Published June 2014

Quarterly

Live Demo

Flavor Next steps: Native video and audio (cooking shows)

Rebuild Recipe Engine

Reverse publication to a subscriber list

Event Integration

Extend into new area codes that have traditional media

support (i.e. Flavor260)

Elkharttruth.com

Learning from Flavor

Discussion