Ind publisher Nov 2013

CITY MEDIA NETWORK

CITYMEDIA NETWORK

The Digital Challenge

Why Bother?Need to Focus on Core Products Lack of Digital Products to SellLack of Sales ExpertiseLong tail – low revenueNobody is making $$ online

The MarketCase studies How Did they work?How were they sold?Options for your Newspaper

Reinventing Local Media

Overview

The Market has changed …

CITYMEDIA NETWORK

Multimedia

CITYMEDIA NETWORK

So has the Consumer!

Too ConfusingNo TimeToo Many OptionsToo ExpensiveWant ResultsMake it Easy for ME

Local Advertisers are overwhelmed

What are your Advertisers Saying

Canadian Survey of Advertisers

© 2011 Borrell Associates Inc. All rights reserved.

Non dailies getting more advertising

© 2011 Borrell Associates Inc. All rights reserved

67% Advertisers are looking for Advice


78% want MORE than just printSocial 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%


Advertisers want solutions

Benchmarks for Digital

Marketshare

45%

Bundled: The Mountaineer – 3,800 circ.

Multimedia: Sold as Extended Distribution

Distributed: REACH LOCAL customers to Maximize Views

CITYMEDIA NETWORKCITYMEDIA NETWORK

Bundle approx 100 online ads/week with print

Facebook App


Search ViewMens Hoodies in 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 166604. Revelations Hair Design 16621 5. FireSmart Canada 16463 6. Country Cottage Florist 15703 7. WOODYS RV WORLD 152518. Tamarack Liquor Store 15242 9. Bauer Flooring Company Ltd 13864 10.HANNAS SEEDS GREENHOUSE 13827

Where do the views come from?


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

Logi

n P

age


Results –115,000 views in one month

Average vehicle viewed over 2,500 times

Client added 27 vehicles over the month

Photos and online descriptions increased views

Contracted for monthly and moved $$ away from Autotrader

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%

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 •

• Full exposure on 7 platforms including social media, mobile and local media.

• Promote ads, deals, news, products, events and more.

• Proven [email protected]

We Guarantee Local Online views!

Online Traffic GuaranteedOver 200 markets in CanadaProven results since 2006www.citymedia.ca


In Partnership With

Documents

Ind publisher Nov 2013