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  • 1. Huffington Post: College EditionSecondary Market ResearchShelly de GreeveShelly_deGreeve@mba.berkeley.eduRoland GendronRoland_Gendron@mba.berkeley.eduPeter HsuPeter_Hsu@mba.berkeley.edu Karlay TanKarlay_Tan@mba.berkeley.edu

2. Contents Company Background Demographics / Market Dynamics Deep Dive - College Newspapers Readership Industry Overview / Competitive Landscape 3. Company Background Online news aggregator and original content generator Founded in May 2005 by Arianna Huffington, Kenneth Lerer, and Jonah Peretti Legal filings in Delaware Headquartered in New York City Privately owned by Arianna Huffington and Kenneth Lerer Internet Publishing and Broadcasting: NAICS 519130 & SIC 27419909 Website Pages include:Politics Media Entertainment Sports BusinessLiving Style Green Technology WorldBooks/NYRImpactVideo BloggerComedyCity Guides: Chicago New YorkDenver Los Angeles (2008)(6/2009)(9/2009) (12/2009) 4. Company Background Source Employees Revenue Huffington Post Employee Demographics Alexa.com250-1000 band $10 - $50maccording to LinkedIn: Dun & Bradstreet 1 $85,000 51% male and 49% female Huffington Post98 listed Undisclosed Median employee age of 28 LinkedIn.com 11-50 bandnot referenced Top school representation from NYU, Manta.com20-49 band$5-$10mColumbia University and Graduate School Yahoo! Finance 48$4mof Journalism Wikipedia.org60not referencedAccording to Alexa.com, visitors over-index as: Female College Graduates Between the ages of 25 - 64 Top school representation from NYU, Columbia University, Graduate School of Journalism Without Children Browse from Work 5. Company Popularity & User Data 39,642 sites link in to the Huffington Post Daily traffic ranking over the past six months improved from 450 to its current 136 Over the past 3 months, it received 4.3-4.6 page views/user for a total site visit of 5.4-5.8 minutes Within the site, guests visit: 99.1% - main site 00.4% - fundrace 00.3% - images 00.1% - blogger 00.0% - feeds, fundrace-origin, and other #1 blog on Technorati Top 100 blogs 55,000 followers on Twitter Almost 87,000 fans on Facebook Time Magazine placed it in the 25 best blogs of 2009 6. Company Ranking & Traffic PatternsWorldwide Ranking Global Search PopularitySite visits preceded bySite visits proceeded byalexa.com Last Month alexa.comupstream visits to: downstream visits to:36 US 1 huffington post21.00% Google18.02% Google 100 Canada 2 walmart6.64% Facebook 6.26% Facebook 166 South Africa 3 brittany murphy5.20% Yahoo4.30% Yahoo 212 Pakistan 4 jamie jungers2.22% Twitter2.49% NYTimes 240 South Korea5 josyln james 1.90% NYTimes2.44% YouTube 241 Australia6 tiger woods1.74% TMZ2.25% Twitter 277 UK 7 avatar 1.74% YouTube2.12% TMZ 406 Netherlands8 huffington 1.60% People 1.51% People 471 India9 loredana jolie 1.45% CNN1.32% CNN 1176 Germany10 jamiee grubbs0.97% Wikipedia1.02% Washington Post 7. Demographics College Edition targets young adults (18-24) Adults 18-24 comprise 13% of U. S. population; 18-34 includes 30% of U. S. population 40% of adults 18-24 are currently enrolled in college 12 million potential readers and growing! College students spend an average of 18 hrs per week online; 94% online daily. Graduates are increasingly retaining contact with their alma mater Building brand loyalty amongst college students will likely retain readership post graduation 8. Demographics Population Ethnically diverse Largely single population group Hispanics, Blacks, andAsians overrepresentedas percentage of overallgroup population Whites declining as % ofoverall group population(-0.6% in 10 yrs) 9. Demographics - Growth and Segment Internet Use College enrollment hits all-time high, fueled by community college surge Tied as top group of internet penetration at 93% 10. Demographics Trends by Gender and Race As of October 2008, womencomprised 53% of all youngcollege students. (CensusBureau) Whites are attending collegemore than ever before Hispanics trend upward oncompleting high school,possible indicator of collegetrends Blacks are declining in bothcollege and high schoolgraduation since 2007 11. Demographics Online Behavior In the past year, the Primary drivers of onlinemajority of college aged vs retail purchase include: 84% - Convenienceadults have not made 81% - Lower Pricesan online purchase 54% - Sales Promotions 54% - TV Ad 39% - Print Ad 21% - Radio Ad Strong opportunity for online sites to supplant more expensive TV/print ads 12. Online Deep Dive College Internet Users 33% of college students spend >10hrs per week on-line, 5/15 top uses are news related Female students show slight edge in most news category activity outside sports and weather 13. Demographics Social Media Usage Heavy use of social media among college students creates a network effect for both purchase decisions and viewing habits online The majority of college students have an active facebook account College students are overrepresented on twitter, underrepresented in Blogosphere Young adults value peer input in purchase decisions more than advertisements, printor online. This tendency is more pronounced in young adults than in the overallpopulation. SNS = Social Network Service 14. Current Marketing Opinion on Social Media (B2B) Despite the cultural phenomenon that Facebook and MySpace have become in the past few years, 55% of top-brand CMOs said theyre not too interested in incorporating social media into their campaigns. Early adopter strategic opportunity? 15. Deep Dive College newspapers readership Despite declines in mainstream newspaper readership, college newspapers are anintegral part of students lives, with over three-quarters (76%) of them saying theyhave read their college newspaper in the past month, 55% in the past week.The college newspaper provides students a wide range of information, includingwhere they seek out advertising information: Close to three-quarters (73%) ofreaders say they look at the advertisements in their college paper.Campus news is top of mind, with 90% of those surveyed saying its important tofind out whats happening within the campus environs.Some 44% state that campus newspaper advertising is also information they readand seek out.Entertainment-related news, sports and current affairs rank as top areas ofinterest for students.Alloy Research Study 16. Deep Dive College newspapers readershipThough internet usage among college students continues to gain strength, the print edition still garners the most eyeballs, with just less than 20% saying they have accessed their campus newspaper online in the past 30 days. Though just over one-third of students say they read their local, daily newspaper on a weekly basis, the figure pales in comparison to the 79% of students who reported engaging with their daily campus newspaper in the past 7 days. 53% of students say they read the college paper while on campus; 29% read the paper at home. Strong pass-along rates: an average of 3.2 students share a single issue.Alloy Research Study 17. Industry Overview Industry: College news aggregation, forum for college columnists,journalists and students to share news and exchange opinions 18. Industry Overview College Newspapers College newspapers squeezed by economic downturns Declining advertising revenue and increasing cost cutting Cost cuts may translate to lower quality and lower printingfrequency Although online college newspaper readership is significantlylower, cost of publishing online is lower 36% of campus newspapers does not have web presence UWIRE, prior to shutting down had membership of 850 colleges and universities Opportunity to explore experiences and feedback frommembers in primary research 19. Competitors Major Media Websites 20. Competitive LandscapeCollegenews.com Publication of Boston Hannah International Goal of site is to compliment print magazine 38000 unique visitors in Dec 2009 College editorial staff gathers relevant news and information to post on site Website administrators install widget to syndicate The Campus Buzz contentCollege Media Network Over 3000 student writers and editors, over 600 college newspapers Over 2 million online subscribers, 5 million monthly unique visitors Technology based on College Publisher, used by hundreds of US college newspapersContent Offering Owned by mTVU, which has established network with universities DailyBeast.com Google News Major competitor for HuffPost 16 million unique visitors in Dec 2009 3 million unique visitors in Sep 2009 One-stop shop for Google users Launched in 2008 Currently has 8 categories, does not Does not currently aggregate fromaggregate from college newspaperscollege newspapers Does not support commenting 37K followers on Twitter 21. Questions? 22. Appendix - Data Sources Company Background Nielsen, college media matters, Alexa, Dun & Bradstreet, LinkedIn, Manta, Yahoo!Finance, Wikipedia, Government, private studies, Newspaper association of America, Mintel, comScore Demand Estimation US census, SIC, trade associations, experts, Editor and Publisher (trade assoc.), college publisher, StudentMonitor.com Monitoring the Environment press releases, legislation, industry trends, magazine articles, gallup, Pew Internet, Pew social trends, Technorati.com, newmediaresearch.org Segmentation and Targeting PRIZM, Adage($), FT($), NAICS, InfoTech trends, Marketing Charts Epsilon, Burst , Alloy Marketing, allbusiness.com, compete.com Business Intelligence Data competitor press releases, annual reports, marketing spend (Epsilon), Factiva, FT($), Lexis/Nexis Paid Sources that would be of interest: PRIZM Premium (for bohemian segment 16) Price not available College Students : Connecting with the Connected Crowd - $695 College Students Online: Driving Change in Internet and Mobile Usage - $695