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Heard and learned at the Southern Newspaper Publishers’ Association Summit 2012.

  • Focus on inventory, not page views.
  • Move beyond news into new forms of storytelling and programming (example: the Topeka Capital-Journal mined its morgue to produce an entertaining and widely read “20 unsolved mysteries” slideshow).
  • The Lubbock Avalanche-Journal is among the first of the group’s papers to launch an all-access initiative.
  • Developing Project Kahuna, a Pinterest-like initiative.

Bob Gilbert, vice president, audience, Morris Publishing Group

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SNPA 2012: Notes and nuggetsHow magazines add revenue:

  • Targeted sponsored webinars: $7,500 to $15,000.
  • Live sponsored events: $5,000 to $15,000.
  • eBlasts (direct marketing e-newsletters addressing community passions): $3,000 to$5,000.
  • Custom publishing: $5,000 to $15,000.
  • Market research (selling it to local business clients): $2,000 to $15,000.
  • Market consulting: $7,000 and up. 

How to make money in social media

  • Sell sponsorships.
  • Ads in e-newsletters.
  • Ad message on all web pages linked from social media.

Other nuggets:

  • Your #1 competitor is not other media, it’s SEARCH. Search = 49% of local digital ad market; banner and display ads only 23%.
  • You can’t compete on clicks.
  • Seek behavioral engagement, not psychological engagement. Reading print is psychological engagement; online and interactive = measurable behavior.
  • Trade content for data (i.e. offer free content in exchange for email address and-or registration information).
  • Sell third-party media (partner strategically and serve as marketing agency for local businesses).

Josh Gordon, president, The Josh Gordon Group

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Develop a 10-year plan to get out of print. Not that print will disappear in 10 years, but plan and act as if it will if you want to have a vibrant business in 10 years. Change your thinking today. Our digital division has no debt. Our clean balance sheet provides us with flexibility to invest in and grow our business.

Current clients are not spending more. To grow, you need new customers.

Digital revenue is now 62% of the marketing/advertising pie in local markets.

The future is about Cost Per Action (CPA), not CPM (cost per view).

Digital

  • Improves customer retention.
  • Attracts new customers.
  • Enhances brand awareness.
  • Engages with customers.
  • Keeps you even or ahead of (not behind) competitors.
  • Must include a call to action.

Consider search engine marketing (SEM) as a loss leader. It’s a low-priced commodity. Use SEM as an entry point to sell them other stuff.

Jeff Folckemer, president and CEO, LocalEdge

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Growth will come from mobile; the multicultural audiences will drive growth in retail. Our challenge will be to effectively target audiences without excluding other groups. We still want to reach the widest audiences possible.

We need to:

  • Learn how to accomplish efficient local buys, to simplify buying in local markets.
  • Do a better job of targeting within our local markets.
  • Do a better job of utilizing local social media.

We now have a generation coming up that is bypassing the personal computer altogether, going mobile with smartphones and tablets.

Conan Gallaty, executive vice president, WEHCO Digital Media

Brian Steffens  
 
Director of Communications



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