ap media editors
DESCRIPTION
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…. - PowerPoint PPT PresentationTRANSCRIPT
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…
• Now, THAT’s a challenge!
But first, let’s think about Audience….and where that money is
going to come from…
Compounding the “Age Issue” is Length of Subscription…
How long has your household subscribed to the LOCAL DAILY? N = 559
Diverging Audiences
Last 30 days Last 7days
Audience Use
Just how big is the there, there?
Print subscribers& readersDigital Audience
How many actual people visit your website?How many people use your apps?
12
Incidental =3 or fewer visits in monthCore = 4 or more visits per month
The three flavors of audience will determine the structure of local opportunity
Frequency and Loyalty will be the primary drivers of opportunity.
Least Best Prospects
Second Tier Prospects
Top Tier Prospects
Case StudyTotal Pageviews 610,000User Sessions 230,000Unique Visitors 98,000
Known Incidental (0 in prior 7 days) 24,760 4+ Visitors 7,657 Total Core 32,417 Fly by 8,533 GRAND TOTAL 40,950
Local Pop (18+) 155,918 Local Digital Audience 28,851 Extended Local Audience 9,232 Market Reach 18.5%Extended Local Reach 5.9%
Max Circ 27,500
Print Readership 55,200Extended Local Audience 9,200
Total Combined Audiences 64,400
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
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
Mobile
That sound you hear…is the rubber hitting the road
Cellphone TypeStandard cell phone without Internet access
18%
Standard cell phone with Internet access
12%
iPhone 34%Android-based smartphone such as Samsung, HTC, Motorola
26%
Blackberry 2%Other "Smartphone" 6%Other 1%N (Single Market) 1,147
What type of cell phone do you personally own and use?
Single Market N = 1,245
Lots of usesSmartphone Uses
Texting 78%Email 68%Sending photos/seeing photos 64%General Internet access 60%Mapping - Directions 60%Updating Facebook/Social Network 52%Music 46%Games (like Scrabble, Angry Birds, etc.) 45%Store locators 33%Watching general video (incl YouTube clips) 32%Researching product information/availability while shopping
30%
Watching news video & sports video 26%Coupons for discounts and rewards 25%Price comparisons while shopping 25%Reading or listening to books 22%Hobby apps 15%None of above 7%Other (please specify) 1%
Single Market N = 1,984
LOTS of Technology OwnedTechnology OwnedWi-Fi on laptop or home computer 74%DVD Player 73%Laptop or Notebook portable computer 71%Digital camera 70%GPS locator for driving, hiking, camping, etc. 51%DirecTV, Dish Network (TV), ZoomTV, or other Satellite TV 42%Apple iPad or iPad mini 39%iPod or similar digital music device 38%Xbox, PlayStation, Wii, or other electronic game device 37%Internet-enabled TV 34%Sirius/XM Radio or other Satellite Radio 33%TiVo or other Digital Video Recorder 32%eReader such as Kindle from Amazon or Nook (not including Kindle Fire) 27%
Kindle Fire eReader 19%Other Tablet (Not iPad or mini) 14%Apple TV 6%None of above 2%
Single Sample Subset N 400
Computer UsesComputer Uses
Google Maps 72%
Access YouTube.com 63%
Use Pandora.com online music service 46%
Access iTunes.com 43%
Purchase books for reading on eReader/Tablet such as Kindle, iPad, etc., or smartphone like iPhone 40%
Access online information like sports scores, headlines, stock quotes, etc. by cell phone or other mobile device 39%
Instant messaging (IM) on computer 33%
Subscribe to Netflix 32%Use computer video camera for live telephone calls (Skype or similar service) 31%
Online Gaming (Angry Birds, Poker, etc.) 25%
Purchase audio books for listening on computer, iPod, or other device 17%
Use Hulu.com online video service 11%
None of above 6%
answered question 399
News ContentGeneral News Content Interests Response Percent
Top breaking stories 67%
Local News 66%
Local Weather 65%
General state, regional, national, & world news 37%
Events 27%
Local sports 22%
Sale and shopping information 19%
Business news 18%
Traffic news 18%
Professional sports (NFL, MLB, NBA, PGA, etc.) 16%
College sports 15%
Entertainment information (movies, TV, etc.) 12%
Sample N 742
Top Breaking NewsMajor National News Stories Last 12 Months Response Percent
Boston Marathon bombing 42%
Bengahzi attacks in Libya 14%
Syrian civil war 13%
Superstorm Sandy 8%
Edward Snowden revelations on NSA 5%
Pope resignation/election 4%
Egyptian events/Morsi Ouster 3%
WikiLeaks/ Bradley Manning trial and revelations 1%
Alex Rodriguez banned by Major League Baseball 1%
San Francisco airliner crash 1%
Quebec train derailing 1%
None of the above 10%
answered question 507
Local TV is first source, then national news sources….then Facebook?
22. How did you first hear about [Q21]? Response Percent1. Local TV news station/Local TV station website 31%2. National Network TV News/Website 16%3. Facebook or other social network site 10%4. Cable TV News/Website 9%5. Radio/Radio station website 7%6. Word of mouth 4%7. Browser landing page on Google, IE/Bing, Yahoo, or other search engine 4%
8. SMS/Mobile notice 4%9. Local newspaper/local newspaper website 3%10. Twitter 2%11. Email push alert 2%12. Other non-major media news website via computer 2%13. Text from friends 1%14. News search via iPad/tablet device 1%15. News search via smartphone 1%16. National newspaper/national newspaper website 0%Don't remember 3%Other (please specify) 1%answered question 454
Getting more…And, after you heard about [Q24], to which media did you first turn to
find out more? Response PercentLocal TV news station/Local TV station website 51%Local newspaper/local newspaper website 23%Cable TV News/Website 4%News search via smartphone 4%National Network TV News/Website 3%Facebook or other social network site 3%Browser landing page on Google, IE/Bing, Yahoo, or other search engine 3%Word of mouth 2%Other non-major media news website via computer 1%Radio/Radio station website 1%Text to friends 1%Twitter 1%National newspaper/national newspaper website 1%News search via iPad/tablet device 1%Don't remember 4%Other (please specify) 1%answered question 391
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
Site Visitors Value the Content from Print edition of the Local News at LocalSite.com
26
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
But these Site Visitors report a higher value of info at LocalSite.com
27
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
Four in ten think LocalSite.com content would be easy to replace
28
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
TV tops the “switch to media,” but print edition is close second
29
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
TV also tops the “Switch to Digital Media,” but other Internet follow
30
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
Resistance is high
31
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
Audience strategy
Lifestyle
Home
Garden
Food
Dining
Music
Biking
Bowling
Crafts
Pets
Family
Schools
Parenting
Activities
Senior care
H.S. sports
Faith
Shopping
Deals
Yard sales
Swaps
‘Craig’ list
‘Angie’ list
Online mall
Local+
Nabe news
Calendar
Schools
Crime
Realty
Content
Local news/blogs
RSS/data/algo
User content
Contact
Social/mobile media
Commerce
Marketplaces
Paid content
Transactions
And moreAnd more
Key goals Content verticals
Marketer strategy
Ad sales
Owned media
Web
Mobile
Portals
Third party
Local net
SEM
Social ads
Legacy
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
Analytics
Planning
Benchmarking
Measuring
ROI analysis
Holistic
Ad sales
Marketing services
Recurring
Sell once, stick forever
Efficient
Self-service:
Planning
Creative
Ordering
Analytics
And moreAnd more
Key goals Product suite
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
44
Implications
45
• 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.
It’s about value.
• 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.
