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Online Newspapers

Online Advertising Budget Gets Help From Simple Ratio

Online newspapers and broadcasters sometimes use a simple ratio that also is useful for other businesses that have a website revenue budget.

Tradition media companies struggle with finding a rational way to set goals for their online advertising budgets. (more…)

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Online Account Executives Deliver Revenue Results

Newspaper websites with dedicated online account executives have 87 percent higher online revenue than papers that rely solely on print AEs.

In addition, 59 percent of the total revenue came from online-only ads, according to the former Newspaper Association of America. The association’s data came from a Borrell Associates study. (more…)

News Site Strategy Leads to Big Benefits, Big Challenges

News media sites have a business model that requires them to post a lot of in-depth content every day.

Because search engines favor fresh, original and frequent content, they respond with great enthusiasm and send plenty of visitors to those sites.

They also overwhelmingly appear in top ranking search results for certain content categories. “Chicago news” or “Los Angeles sports” will surely see media outlets dominating the results. (more…)

Sales Pipeline Report Helps Revenue Performance

A direct sales pipeline report is a great way to increase the odds of success with online advertising.

Whether an online operation is one person who does it all or a much bigger operation with an entire sales staff, a pipeline report is one of the ways a smartly managed site can achieve better revenue numbers. (more…)

Copy Desk Holds Key to Newspaper SEO

Newspaper copy editors strive to write headlines that are clever and informative, but they also have a wonderful opportunity to practice search engine optimization at the same time.

Consider these two simplistic examples:

  • Local Weather Forecast Calls for Heavy Rain
  • Richmond Weather Forecast Calls for Heavy Rain

Assuming that there is space for the three extra characters of the word “Richmond,” the second headline is more specific and localized. Fair enough — that’s an example of effective headline writing for a newspaper. (more…)

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Newspapers Benefit from Classified Upsells

Mature online newspapers now generate more revenue from online-only classified ads than classified upsells. Other newspapers rely heavily on upsells and are creating opportunities for online-only competition to win over their customers with lower prices.

A number of papers still sees a significant amount of revenue from classified upsells, while some, even now, don?t charge anything separately for an upsell. They bundle it in with the print ad in one price, which often is used to justify the print side and ends up devaluing the online portion. (more…)

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Centralization Helps Even Weekly Newspapers

Major media companies centralize Web operations for the sake of efficiency, but even small independently owned newspapers can benefit from the concept for their Web sites.

When media companies centralize, they develop the ability to sell into multiple properties with one contract, create one design template for all of the sites, implement products for all of them with one initiative and deliver multiple other benefits that save time and money.

Google is a master at the efficiency of centralization. Newspaper companies are OK with it. At first glance, independent newspapers can’t do it at all. (more…)

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