Mobile Application Revenue Development strategies for Publishers

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
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.


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

The Carson Valley Times


Carson Valley Living, Volume I

by Joey Crandall,

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



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Greatness.. Leaves a Legacy

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.

Social Media is not the death of Marketing!

I read an opinion column the other day stating that Social Media had killed marketing. I had to stew on this one for a few days. Because there have been times that I have seen companies go all in with social media only to see sales fall and business vanish.
However, have to disagree with this stance. Social Media in its expanding and very vocal form is creating more opportunity and buzz for brands, both personal and corporate, then any media before it’s time.
The Challenge as I see it has not been the invention or use of social media in business, it has been the failure to build a marketing plan that included Social media, but did not solely rely on social media.
Social Medias audience in whole is something of extraordinary site. There are more people goggling right this minute then we even know how to measure in the marketing world. The audience is large and in relation to most of our businesses of very little value. But yet every day we see small business invest in Social media and lean in to the vast options and marketplaces with the assumption that the audience is listening and read to buy from them today. (Failure)
They miss that Social Media is about engagement and being social. It is about sharing value and adding to the conversation. It is about waiting for them to ask you what you have to offer and then deciding that they want to try it and share with others.
Sales is still about asking for the sale, so if your business marketing plan is dependent on the final sale, Social media can not be your largest tool in the tool box. It is a tool but not the only tool. It is the Chocolate chip to the cookie if you will. It adds value both short and long term, but ultimately picking up the phone and doing a sales call will produce a sales quicker.
There are some great companies out there training businesses how to develop inbound marketing sales engines. They do work, with time and the right mix of application. But will they ever replace the local ad channels, or telephone sales staff?
If your considering Social media in any form in your business here are a couple tips to consider:
1) What is your threshold for sales today? How many sales must you have to break even in today’s marketplace? Does your current marketing efforts add value to your sales totals today?
2) Which channel in Social media is appropriate for my business. If you sell B2B is Facebook the right channel? Does the demographics of Pintrest make since for your business?
3) Are you prepared to communicate and be social on social media?
4) Can you build content or generate a plan to create original content. (Content is King)
5) Have a patient consistent plan and Social Media will work, But in the mean time use traditional sales approach, traditional media outlets locally that have been proven to drive a sale when needed.

Social Media

How much is too much?