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Citymedia.pressReinventing Local Media
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London Ontario Canada
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Small but Mighty Canadian Network
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40+ Independent Publishers
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Ad Before
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Ad After
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New Audience
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Traffic Sources
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Benefits
1. New Audience2. New Revenue3. Branding
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Newspaper Website
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News Story - Before
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Digital Story After
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Video
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Details
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Links to new stories
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A/B Test Headlines
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Open New Channels
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Make it Social
• Twitter • Facebook• Slide Show
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Get Found
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Distributed Model
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Challenge Status Quo
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Network Effect
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Channels – Local Media
• Partners • Portal • Network
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Channels – Network Partners
13,000 year old bison bone found in Central Alberta
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Results for one month– 32,351 Original Newspaper
site Links and
Shares Network Total
0
10000
20000
30000
40000
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Est. Revenue $2,500/story
•Average Revenue $4/M/Article from Google Adsense, local placements and sponsorships• Story continues to produce over time
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Recap
RESULTS Increased audience Better Branding New Revenue
NEWSPAPER REQUIREMENTSNo incremental costs – use existing storiesAgree to share articles from the network
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Recap
New Model? • Single article rules - break away from portal• Delivery is part of the writing • Focus on single article analytics to build momentum• Leverage “Distraction Factor”• Network provides access to larger audience• “Mobile Engagement”• 85% faster to load and share
