Las Vegas, October 24, 2011

State of
Circulation
Monetizing the Online Audience

Mel Taylor Background

How We Help
Overhaul & Rebuild

BROKEN
Web Business Models
MelTaylorMedia.com 267-625-5313 Mel@MelTaylorMedia.com

OUR

Greatest Strength
IS OUR GREATEST

Vulnerability

Research

STOP
Researching Debating Start Selling

FAIL

Online Journalism / Content

looking for

Revenue Models
SMART

Proven Revenue Models

that support

Online Journalism / Content

Limited Direct Advertiser Support

Hard News

Watch Dog

Soft Content Subsidizes Hard Content

Support System

Classifieds
Advertiser & REVENUE Friendly PLATFORM Soft Content & Services
Soft News/Features

Display Marketing Services Advertorial Inserts

Syndication -AP Subscriptions

Sustainable PRINT Journalism

10/26/2011 MelTaylorMedia.com

Limited Direct Advertiser Support

Hard News

Watch Dog

Soft Content Subsidizes Hard Content

(Just like in Newspapers)

Support System

Large Display Advertiser Friendly PLATFORM Soft Content & Services Database Syndication

Soft News/Features
Digital Marketing Services

Advertorial

Ecommerce

Web 101 Workshops

Sustainable ONLINE Journalism

10/26/2011 MelTaylorMedia.com

NEWS
Not a Business Model

Core business
Newspapers Journalism Communications Advertising Enable Commerce

Run Web Like Print

Think like Publisher / Owner

1. 2. 3.

Profit Operations Editorial

in this order

If Web Loses Money

Which Department is Gutted?

Valuation
Newspapers Digital Assets SPIN OFF ?

Digital Diagnostic
This will only hurt a bit

Cash flow trajectory

Current margin / ROI

Market demand

Revenue projections
Competitive threats

Team & skills

Spread Virus

http://www.youtube.com/watch?v=5WCTn4FljUQ

1981

Beware
Exercise Caution
Intermediary Middle men

Frenemy

Aggregator Aggregatee

Toll Taker

30% is OK Proceed with Caution

NewsStand

Toll Taker

CPM RoadKill

Ex-CEO

CPMs

CPM too high

Interactive Media Queen

Bigger Not Always Better

Print
News Hole

LOGO
sections

promo

Online
Ad hole

Ad Glut

Un-limited Supply + Commodity Unit + Limited Demand

LOSE PRICING POWER

Queen Web 2.0

Profitable
Page views & uniques Management success Tools & rules web 2.0

Aggregation

Network
Blogs, Indies Farm System
for Newsroom

Newspaper

Website, Mobile, Social

Editor

Web Editor

Central Content Repository

Web Writers
Content Partnerships Indie Bloggers, Freelance

Newsroom

Content Workflow For Newspapers

Mel Taylor Media - Dec 2010

Aggregation, Curation Hyper Local Content Network

Cost Structure

General Comparison Purposes Only

Old School

Metrics
Unique, Page-view CPM, CPC % of Revenue % Revenue growth

ARPU
Average Revenue Per User

Roll Up Man

Paywall
Rupert
Not a Pay Wall. Rather, a Premium Service

Share cropping

Platform Wars

iOS 5

Android 4.0

Eye off the Ball

Competition
Surprising NEW Players Going After Same Dollars

Hyper Local

Indie-site already rules

Google AdWords Express

Directories

Hyper Local

-Ad Network -63 sites -PBS -NPR -Ad Agency

Digital Services

TRIBUNE
Digital Services

Client Education

Client Education

Client Education

Who Runs Digital ?

Compensation & Job Security tied to digital profitability

Digital First
Profit First

Who Runs Website?

Mandatory Skill Set
1. 2. 3. 4. Entrepreneurial Boot-strapper Biz-Dev & Direct Sales Traditional & Digital Marketing
Mel Taylor Media - Dec 2010

Editorial vs. Sales

Internal Conflict

Mel Taylor

Rob Curley

Digital Cage Match

Editorial vs. Sales

Media Kit 2 Yrs old

Leaderboard should be called TOP BANNER

Complexity Kills Sales

TOP 10
Web Revenue Mistakes of Local Media
1. Management, Owners & CEOs Lack Specialized Web Training

2. Dangerous Thinking: Selling Web Cannibalizes Traditional Sales

3. Limited Web Training of Sales Reps 4. Management Structure & Compensation Conflicts 5. Poor Attention to Fast Changing, Online Environment

6. Setting Web Budgets Too Low

7. Ineffective, Inventory & Yield Management 8. Confusing Media Kits, Sales Packages & Pricing 9. Director of Interactive; Tech & Content Background Only? 10. Over-Reliance on Vendors & Research for Sales Strategy

Staff Training

SNPAdigital.com

Staff Training

SNPAdigital.com

What attendees say about Mel Taylor

Multimedia Key Executives Conference 2011 in St. Petersburg, Florida

Mel Taylor was far & away the best of the presentations.
Mel Taylors presentation was exactly what I needed!

Wish they were all like his.

What info was of greatest value to me? Mel Taylor.

Mel Taylor Testimonials

When we heard Mel Taylor at the Mega-Media conference in St. Petersburg, Fla., we all agreed: We need to hire him. Were glad we did. Mel created a strategic roadmap for moving faster and deeper into online media. Before he arrived, we didnt know where to start. After he left, we had a clear, step-by-step vision of what to do, how to execute and, most important, how to generate more revenue!

Matt Walsh, Publisher / CEO; The Sarasota Observer

As publisher of The Vancouver Observer, my background is in journalism. Ill admit my aversion to selling, but I knew I had to get over it. We hired Mel for his ability to simplify the digital sales process for hyper-local sites like ours. Mel refreshed our sales programs, pricing structures, our online inventory and support materials. Not only did Mel dramatically upgrade our sales efforts, but he helped us tweak our site design and editorial strategy.

Linda Solomon, Publisher; The Vancouver Observer

Mel Taylor Testimonials

Our Web 101 for Small Business was a huge success
$140,000 in new revenue and 26 NEW advertisers Increased average revenue per account by 18%.
Mel is charismatic, well spoken and easily captures attention of the crowd. He takes the time to build a story that can make the most difficult concepts seem easy. Before the client seminar (where Mel trained our sales staff) he addressed the most common objections. Mel helped give the sales staff more confidence, and made them fully prepared to sell. At the client seminar, Mel engaged the audience, spoke in terms that made them comfortable, and made professional reference to promote our Newspaper website, without losing credibility as a professional, outside consultant.

Dan Sarko ; VP of Interactive; Tribune

Mel Taylor Testimonials

Over $140k of new (quarterly) online business
The seminar results far exceeded our expectations. Mels presentation was also a very effective learning tool for our print sales staff, reinforcing our in-house web training. One key to our success was Mels presentation style. He was able to build the advertisers web comfort by using non-tech, easy to understand methods & terminology.

John DOrlando, VP Advertising; Orlando Sentinel

MelTaylorMedia.com
267-625-5313 Mel@MelTaylorMedia.com