CITY MEDIA NETWORK
CITYMEDIA NETWORK
The Digital Challenge Why Bother? Need to Focus on Core Products Lack of Digital Products to Sell Lack of Sales Expertise Long tail – low revenue Nobody is making $$ online
Overview The Market Case studies How Did they work? How were they sold? Options for your Newspaper Reinventing Local Media
The Market has changed ‌ Multimedia
CITYMEDIA NETWORK
So has the Consumer!
What are your Advertisers Saying Too Confusing No Time Too Many Options Too Expensive Want Results Make it Easy for ME Local Advertisers are overwhelmed
Canadian Survey of Advertisers
Š 2011 Borrell Associates Inc. All rights reserved.
Non dailies getting more advertising
Š 2011 Borrell Associates Inc. All rights reserved
67% Advertisers are looking for Advice
Š 2011 Borrell Associates Inc. All rights reserved.
78% want MORE than just print Social Networking support
31%
Web site design and hosting
31%
Lead generation programs
29%
Email solutions support
21%
Training in Digital Advertising/ Marketing
20%
Graphic design services
18%
Event marketing support
15%
Media planning and placement
15%
Graphic design services
18%
Self-serve display ad solutions
14% Š 2011 Borrell Associates Inc. All rights reserved.
Advertisers want solutions
Benchmarks for Digital
Marketshare
45% 45%
Bundled: The Mountaineer – 3,800 circ.
Multimedia: Sold as Extended Distribution
Distributed: REACH LOCAL customers to Maximize Views
CITYMEDIANETWORK NETWORK CITYMEDIA
Bundle approx 100 online ads/week with print
Facebook App
CITYMEDIANETWORK NETWORK CITYMEDIA
Search View Mens MensHoodies Hoodiesin inSaskatoon Saskatoon
Search Views
Example of Top 10 Advertisers in Oct 1. Rainbow Ford Sales 17667 2. Lone_Pine_Oil_Patch__16901 3. Edwards Garage Ltd 16660 4. Revelations Hair Design 16621 5. FireSmart Canada 16463 6. Country Cottage Florist 15703 7. WOODYS RV WORLD 15251 8. Tamarack Liquor Store 15242 9. Bauer Flooring Company Ltd 13864 10.HANNAS SEEDS GREENHOUSE 13827
Where do the views come from?
CITYMEDIANETWORK NETWORK CITYMEDIA
51% Higher Engagement for Advertiser
Publisher ad count 20% higher than industry
Extended Sales: Case Study Valley City
Added 23 vehicles – each had its own page
Business featured on Home Page
Profile Page/ Website
Includes: •Image or Logo •Geolocation Map •Social Media Links •Written Profile •Weblink •Click to Call •Click to Contact
Results –115,000 views in one month Average vehicle viewed over 2,500 times
Login Page
Client added 27 vehicles over the month Photos and online descriptions increased views Contracted for monthly and moved $$ away from Autotrader CITYMEDIA NETWORK
Extended: Publisher Results • Monthly training calls with rep • Sell approx $1,000/month (lower rates than digital only) • Substantial increase in traffic • Marketshare • Must advertise in print once a month • 20% increase in contracted advertisers
Digital Only
45% 45%
Challenges • Sales and internal client relationships • High Cost of Sales • Building Volume • Building Trust and Confidence • Goal – separate P&L for Digital Process: Commissioned Rep, sell through seminars, some self serve,
Sell Digital Only - KISS
$75/month one promotion
$250 /month unlimited promotions with E-commerce/ Coupon options (can be a website)
$750/month full content support
Measurable Conversions
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Market Results
• www.ShopLocalLondon.com 250,000 views monthly • Average revenue/ rep $4,000- $5,000/mo • 85% renewal rate on monthly packages • No initial traffic or branding
Choose Best Combination
Key Success Factors • Multimedia means better results for your advertisers • Bundled sales are much easier to sell • Advertiser must move up the grid to improve online results • Continue to improve and educate clients with seminars, views etc. • Longterm goal should be dedicated rep.
CITY MEDIA NETWORK Online Traffic Guaranteed Over 200 markets in Canada Proven results since 2006 www.citymedia.ca
• • Full exposure on 7 platforms including social media, mobile and local media. • Promote ads, deals, news, products, events and more. • Proven results info@shoplocalnow.ca
In Partnership With We Guarantee Local Online views!
CITYMEDIANETWORK NETWORK CITYMEDIA