Uncategorized

Mobile Application Revenue Development strategies for Publishers

cpankey Leave a comment

Over the last year I have helped over 250 publishers establish independent branded apps on both the Apple and Google apps stores.  This in itself might seem like a great accomplishment, except being a former publisher in the industry I know the real story is how these publishers can turn this new audience development and engagement into a new revenue stream that provides growth and longevity in their local markets.

Two strategies that seem to dominate conversation in the publishing industry:  First National Digital Ad revenue – is there a place for publishers to capture national revenue, how do they enter that marketplace and at what rate? Second is local revenue growth with new medium – how do we effectively add to our growing bundle of digital opportunities? How do we train our sales team on value added sales opportunities ? And how do we use our current market strength and new digital audience to help local advertisers win?

For today’s Blog I will focus on the second. How do you effectively bundle new digital or mobile strategies in your local marketplace so that you offset new start up expenses and show profitable business additions your first year? Here are 7 – Monetization strategies for local publishers.

7 – Monetization strategies for local and brand publishers.

1. Interstitial Digital Pages – Interstitial pages are full page digital ads that are placed
throughout your publication. They look like they belong in the publication but are not
part of the original print publication.
a. Publishers can sell Interstitial individually
b. Publishers can sell Interstitials as part of bundles to online advertising
commitments
c. Publishers can add interstitials for event sponsorships
d. Publishers can provide Interstitials as Value added in contract upgrades in
print or in sponsored special sections.
e. Interstitials can be sold via marketing agencies or bulk discount ad programs.

2. App Sponsorship Packages – Exclusive monthly packages that provide local
advertiser exclusive Digital placement in APP product.
a. Publishers can sell sponsorship bundles that provide advertiser competitive
advantages in digital fronts. Example Advertiser is exclusive real estate
company in app, they get full page ad on page 1, and full pages every 5-8
pages and they get live links in app to landing pages on the web to collect
data or provide reader analytics. Plus they get Logo sponsorship stamp on
every page.
b. Publishers can sell Digital only special event or special feature sections. These
sections are hosted on the app and the online html 5 reader. Sponsored
content – ie Auto repair tab sponsored by local car dealer… Bridal planning
guide sponsored by local bride store… Vacation planning guide sponsored
by local hotel or resort. These special features need to go online as well,
providing advantages for local advertiser on all digital fronts. Limited expense
on publishing side as no print production.
c. Sponsored Content Push Notifications – The Direct Mail of Digital. Imagine
sending out local hospitals annual report via push notification on your APP in
between publication dates. Special release for your readers and hospital gets
extra circulation.

3. Digital up-sells – Rich media up-sells – Most APP platforms that feature digital editions
offer Rich media features. This means that you can add advertiser links, Advertiser
propaganda and Advertiser Video directly to your paper.
a. Local Car lot can now run his TV commercial into his print ad by simple tap on
the screen. Furniture Dealer can now ad Feature Sheet for sofa in the ad by
simply clicking the screen in the app. Local event can now take reservations
or sell tickets by adding link to landing page online in the app.
i. Hyper Links opportunities – Ad hyperlinks have been an add-on for
years in digital. Now Place links in digital editions and allow readers to
easily search out more information in the story or ads.

4. Insert Ad Sales – Increase Insert Revenue by offering Digital distribution through app
and online flip editions. Many large agencies already produce digital editions. Simple
ad on to rate package to include not only print distribution but digital as well.
a. Add it to your pre-print or we print programs, not only print their flyer for them
but now place it on your digital editions also.

5. New Digital only content and Ad sales – Starting revenue might be low but there is
the opportunity to build new brands and new content that is sold only for digital
readers. Great reason to download the app and great entry point for advertisers
looking for low rate packages. Example – Local Recreation and Family guides
published quarterly on line and digital only. Advertisers pay low yearly fee (prepaid)
to be in all editions.

6. Use advanced Analytics in App to increase ad rate and ad link sales – As the
audience develops the advanced analytics in the app will allow you to build more
creative ad markets. Have an advertiser that wants to pay per click, fine charge a
premium rate per click in the app, the analytics will track it. Want to increase Ad rates
this year but don’t have increased print circulation, use digital audience
measurements to certify digital deliver y and add this audience to your print
audience. No you can show value for rate increase.

7. APP Coupons – In the age of Groupon and Living Social Coupon deals, publishers
can provide local merchants the ability to produce mobile only coupons that don’t
cost them 75% of profit, like a Groupon coupon does. Instead with push notifications
and or Digital only coupon sheets, publishers can display printable & sharable
coupons, link the coupon to clients landing page, and targeted event coupons at a
very cost effective and profitable rate. With annual invest of $1000 you only need to
have 5 customers doing Coupon monthly at $25 each to make a profit of $500 for the year.

cpankey Leave a comment

Great New Lifestyle Magazine for the Carson VAlley. And it is Digital!

Joey Crandall's avatarThe Carson Valley Times

VALLEYEVECAREFINAL

Carson Valley Living, Volume I

by Joey Crandall, joey@carsonvalleytimes.com

At CVT, we are always looking for new and innovative ways to connect with our readers. We’ve been tinkering with ways to better package and deliver our feature content for some time. This is the first of what we hope will be many “Digest” editions of the Carson Valley Times. It is a prototype, and a lot of it is just us exploring the technologies available.

Please let us know what you think. It’s better to have a lot of input as we develop this, as we can answer and address issues as they arise. It is a “beta” edition, and by no means perfect and polished yet. So ,if something bugs you, shoot us a note. It’s likely we can find a way to fix it.

Here it is, “Carson Valley Living”: (Click on the cover to read it)

CVLiving Cover

GingerEasleyAdMarch

PLEASE…

View original post 10 more words

Greatness.. Leaves a Legacy

Linkcpankey Leave a comment

Greatness.. Leaves a Legacy

Today one of the greatest and most inspiring men of our history passed. Zig Ziglar at the 86 went home.  His Legacy of inspiring books nd quotes will live forever thanks to technology such as the internet. The lives he changed by reminding us all that the choice of greatness is ours and that God has already given us all the tools to reach our greatness, we just have to start, will be part of his legacy forever.

As he leaves us today it is now time that we all stand up and take Zig’s lead and inspire those around us, by showing an example of using positive attitude, Stubborn Persistence and unyielding compassion daily in our lives.

Zig Ziglar… A gift to our generation from God… His Legacy is now our responsibility.

Thinking of Changing from Direct Sales to Inbound Marketing?

cpankey Leave a comment

I recently had a conversation with a very successful business owner regarding the changing of company marketing success.  He has run a very successful direct sales company for the past twenty plus years and is now intrigued, curious would be the word he would use about how inbound marketing could change the scope and future of his business. This question is being asked by many, I assume, whom have built successful businesses using the old word marketing techniques (Newspaper, TV, Direct Sales).

As we sat and discussed the future and the power of using inbound marketing strategies for the future of the company I became concerned for not only the directions our conversation was taking but what many executives may be doing to their now successful business model. Are they jumping ship for another vessel which will not carry as much load?

My Point: Inbound Marketing, Social Media and Web-based marketing practices are great power pack of energy for a company, They can take a successful, well run business with the right vision and aptitude to fantastic new heights in business.  They however are not the next bigger and greater thing for all companies. With out the proper foundation of business and support Inbound Marketing and Social Media are a lot like switching your Newspaper budgets to Radio and Dropping your core vehicle for marketing. It just never works, you get a new exciting single success in the meantime lose all your marketing momentum.

Example: I ran the print marketing for a company in Boise Idaho in the late 90’s and I will never forget the mistake this business owner made. He had in the marketplace the number 2 furniture store in the Metro area at that time and ran a comprehensive marketing plan on TV and in Newspaper every week. His Audience expected him to be there. His largest competitive nightmare (RC Wiley) had just come to town and had already put several of his competitors out of business. His marketing strategy was working and he was actually gaining share in a more competitive market. He made a rash decision one day in early spring to drop his Newspaper Budget and sink into a New Radio Promotion with targeted Direct Mail.  Long Story Short 30 days later he had his worst moth of sales in over 10 years, he immediate switched back to his original marketing and it took him over one year to get sales back to the same levels as before the rash decision.  His audience  did not know how to find him and perceived that in the new competitive market he was no longer a player and found alternatives.

Five tips to consider when starting your Inbound Marketing Program:

  1. What are my goals and expectations – set clear-defined goals for growth in your company. Remember these tools are meant to add to the company’s current audience base, not become the new smaller more connected audience.
  2. Designate the proper staffing for your inbound marketing strategy. Asking your current team to add it to their plate or to switch their focus will only deteriorate the success you are already having and translate into a flat or the deterioration bottom line.
  3. Set realistic Time Tables for growth – Inbound Marketing is not Direct Mail, you can’t count success in a week. You must build the audience, nurture the audience and then feed the audience before it will grow.
  4. Keep working you already have a successful business model, don’t stop jump off the boat and swim for the other ship just because it looks exciting. Your current ship is already going the right direction. Inbound and social media marketing should just help you gain more speed and collect more passengers.
  5. Commit – You can not be successful in Inbound marketing by just signing up. You most commit to the process. You must provide content, provide service, launch multiple strategies and measure response and adjust, again and again. This is why it is important to dedicate a staff or agency to helping you work this engine. Inbound marketing and social media marketing demand active participation.
So if trying to decide how to enhance your direct sales team with inbound marketing is your mission, Go for it. You will see great success and a big potential for success. If you goal is to turn inbound marketing into your new sales company, caution, you make be jumping off into a smaller vessel that is not meant to take you on the long journey of success.
Related articles