Adapting to the Changing Media Landscape - Nonprofit Network

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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Adapting to the

Changing Media
Landscape

From newspaper to
multi
-
media company

Let’s state the obvious


The
Digital Revolution

is shaking the
foundation of all business models and
altering forever the media landscape.


This revolution is largely positive for
consumers.


Our lingering economic crisis is forcing the
pace of change to accelerate.


Newspapers are often singled out, but far
from alone in this disruption.

We’re all touched by the Revolution


Local and National Broadcast Television


Cable


Local Radio


Postal Service


Education


Your Organization


No one is left out.

Adjustment Strategies


Adjust cost structures to correspond to
revenue flow.


Concentrate on core competencies.


Embrace change rather than living in a
state of denial.



Core Competencies


Independent & Credible Local Content
Provider


Community Watchdog


Highly
-
Effective Marketing Solutions


Excellent Area
-
wide Distributor


The Importance of Content


Original content separates us from the
pack


Journalism rises above “commodity”


credible, relevant, independent, local


The need for a free press in a
democracy is clear
-

watching the
powers that rule over us

What do our customers tell us?


Our long
-
term readers and advertisers
depend on what is in print


and we
intend to deliver.


People want information in different
ways


Facebook and other social media


Mobile phones


Tablets


Local news is highly valuable

Strength in Multi
-
Platform


Daily and Sunday Citizen Patriot


Email Newsletters


iPads and other tablet


iPhones & Androids


Laptops & Desktops


Mlive.com


the most popular news
website in Michigan, and Jackson!


Mlive.com is #1 in Michigan

0
500
1,000
1,500
2,000
2,500
3,000
wnem.com
wxyz.com
lansingstatejournal.com
wzzm13.com
woodtv.com
clickondetroit.com
myfoxdetroit.com
detnews.com
freep.com
MLive.com
170

247

303

350

534

812

1,109

1,829

2,281

2,876

October 2010 Total Unique Visitors (000)

Source: comScore Unified Digital Measurement, October 2010

mlive.com/jackson
-

January


1,804,769 total page views


281,025 unique views


60,000 daily page views



5,000 unique visitors daily

on Jackson homepage

Our Marketing Strength has never
been greater


Multi
-
Platform solutions with online power


-
Packaging print & digital


Online display ads, business listings and
shopping databases


Email Newsletters


Search Engine Marketing, Site Visibility
solutions, mobile, text and video


Coupons, in print and online


Powerful Analytics Capabilities


Product Line: Traditional Print


Jackson Citizen Patriot


Sunday: 77,000+ readers; Daily: 65,000+ readers











Digital Ads



Online
display
advertising
impression
campaigns



Leaderboards


Rectangles


Half
-
page ads


Email Advertising



Real
-
Time

Newsletter




Top Headlines



Obits



Shopping



Entertainment



Weather



Lottery




Business Listings


Print &

Online Enhanced

Business

Listings to help

your business

be visible

Data Distribution


We distribute

the data from

MLive.com

Business Listing

Profiles to over

130 directory sites


Search Engine Marketing


MLive.com

manages your

paid search

campaign on search

engines such as

Google, Yahoo

and Bing.

New Business Model



Tuesday, Thursday, Sunday home delivery
of print newspaper


Single copy editions Monday, Tuesday,
Friday, Saturday


E
-
Edition 7 days


Updated news 24/7 at
www.mlive.com/jackson


There is a future
--
just different

--
We must change with the times

--
We’re doing it from a position of
strength

--
We MUST preserve journalism in
our local community for a long
time to come.

How Does This Affect Nonprofits



You must think differently when developing a
marketing plan.


Digital needs to be a part of any marketing
plan


People are accessing information on your
organization via search. How do you fare?


We can help you understand the new world





Developing a relationship, knowing who to call


Reporters are still reporters
--
but doing many
different things


Know how to write a press release


Know where to send it; follow up


Make it easy for us


Learn how to contribute content online


Working with the Media Effectively