helping media companies maximize revenue through effective sales of their multimedia assets

Posts tagged "newspaper advertising"

Your Advertisers Think Paywalls Are An Intelligence Test...Are You Failing?

A recent NiemanLab.org article lists "6 Reasons Why Newspapers Have Dropped Their Paywalls."

We want to offer what should be a seventh reason - ADVERTISERS THINK PAYWALLS ARE STUPID."

We've made thousands of calls on local businesses across North America in the past couple of years, and several times a week the advertiser wants to talk about the local newspaper's paywall.  

Just to be clear, we've started asking these clients point blank how they feel about the paywall strategy.  Not one is in favor!

What we glean from all the discussion is that even though impression levels are usually guaranteed, the advertiser has an uneasy feeling that a paywall will tend to limit the audience for his advertising.

Generally, newspaper reps tend to backpedal when confronted with this objection, explaining that a lot of content is still free, and that users find ways around the paywall.  Which begs the question - Then why are you doing it?

If your paywall is going to stay in place, then you at least need to properly school your sales reps in having the paywall discussion with their advertisers.  The reps need to have specific, credible figures on unique users and page views, to bolster the idea that the paywall is not destroying readership.

Tomorrow morning, give your reps this short quiz"

1. How many unique users come to our website in an average month (or last month)?

2. Define "unique user."

3. How many page views do those users generate in an average month (or last month)?

4. Define a "page view."

5. EXTRA CREDIT - What has happened to our website audience numbers since our paywall was put in place?  Be specific.

You may find you have some work to do.  Let us know if we can help.

BOB KELLAGHER     

Bob2

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

 

 

 

 

 

 

 

 

 

Native advertising is your key to explosive growth in 2016.

Some time ago we reported that native advertising was a fast growing advertising trend at both the national and local levels.

A Business Insider report recently put some numbers on the trend, and those numbers are astounding.  After growing to nearly $8 billion in spending in 2015, native is set to nearly triple to $21 billion in 2018!  That's a pie you might want to grab your share of if you operate a newspaper or radio station in a competitive local market.  

Folks, the easiest and most successful engagements we did in 2015 with local media company clients around the country were those that incorporated a native advertising component.  Local advertisers get it.  They put a high value on sponsored content appearing in a local media environment, both on legacy platforms and online.  If there is a sweet spot in terms of new revenue opporunity for 2106, it is NATIVE ADVERTISING.    

What's more, you can have a high degree of confidence in outcomes for your advertisers.  Business Inside reported that native perform better than traditional display, particularly on mobile platforms.

Click here to sign up for a Webinar on January 19 where we will show you step by step how we incorporated native advertising in a two week sales campaign that brought in over $400,000 in new revenue for one local newspaper company.

If you want to roar into 2016 on a pace to beat budget, native is your secret weapon.  Give us a call today and let's start mapping a strategy we can take to market with you as early as the first quarter.  We have proven ways to beat your competitors to the punch.

 BOB KELLAGHER     

Bob2

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup