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Partnership for Online and Beyond Strategic Thinking for a Multi-platform World. Gannett Co., Inc. April 27, 2004. Setting the Scene. Jennifer Carroll Director of News Development Gannett Co., Inc. Peter Lundquist Director of Online Content Gannett Co., Inc. Kerry Oslund

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partnership for online and beyond strategic thinking for a multi platform world

Partnership for Online and BeyondStrategic Thinking for a Multi-platform World

Gannett Co., Inc.April 27, 2004

Partnership for Online and Beyond

slide2

Setting the Scene

Jennifer Carroll

Director of News Development

Gannett Co., Inc.

Peter Lundquist

Director of Online Content

Gannett Co., Inc.

Kerry Oslund

Vice President/News

Gannett Broadcast

Kinsey Wilson

Editor

USATODAY.com

Partnership for Online and Beyond

shared content great lakes escapes
Shared Content: Great Lakes Escapes

WZZM, Grand Rapids

The Detroit News

Partnership for Online and Beyond

shared content phoenix
Shared Content: Phoenix

Partnership for Online and Beyond

election 2004
Election 2004

Partnership for Online and Beyond

pac news express
Pac News Express

Partnership for Online and Beyond

pac news express1
Pac News Express

Partnership for Online and Beyond

shared content florida beach erosion project
Shared Content: Florida Beach Erosion Project

Partnership for Online and Beyond

shared content florida beach erosion project1
Shared Content: Florida Beach Erosion Project

Partnership for Online and Beyond

shared content st cloud and bangor
Shared Content: St. Cloud and Bangor

WLBZ, Bangor

St. Cloud Times

Partnership for Online and Beyond

what works what doesn t

What works, what doesn’t.

Partnership for Online and Beyond

multimedia convergence local newspaper division perspective

Multimedia convergence, local newspaper division perspective

Peter LundquistDirector/Online ContentGannett Co., Inc.

Partnership for Online and Beyond

convergence within a newspaper
“Convergence” within a newspaper
  • Newspaper Division took an integrated approach to online
    • Leverage news and ad relationships
  • Maybe slower innovation
  • But longer-lasting results
    • Requires training and buy-in
  • Shorter road to profitability
    • Revenues and profits continue to grow

Partnership for Online and Beyond

convergence across divisions
“Convergence” across divisions
  • Newspaper Division
    • 100 local newspapers with Web sites
  • USA TODAY
    • USATODAY.com
  • Broadcasting Division
  • UK: NewsQuest

Partnership for Online and Beyond

nfl preview the kick off
NFL Preview – The kick off

Partnership for Online and Beyond

nfl preview the big thud
NFL Preview – The big thud
  • 110 sites, 376,589 Page Views

Partnership for Online and Beyond

anatomy of nfl preview
Anatomy of NFL Preview
  • Newspaper content
    • USA TODAY
    • Local newspapers
  • Broadcast video
    • USA TODAY Live for production
  • Third-party content
  • USATODAY.com technology
  • USATODAY.com production
  • Limited engagement
    • Contain costs

Partnership for Online and Beyond

what we learned
What we learned
  • Geographic holes
    • Requires third-party content
  • Technology holes
  • ‘News’ did best
    • Preview content didn’t click
    • Audience wasn’t ready for video yet
  • Market disconnect
    • Local market expectations
    • Did local content make USATODAY.com more competitive?
    • Is promotion worth cost?

Partnership for Online and Beyond

columbia lost
Columbia Lost
  • Florida Today
  • Other sites

Partnership for Online and Beyond

face off iraq

Total traffic: 669,000 PVs

Face-Off Iraq

Partnership for Online and Beyond

what are the business objectives
What are the business objectives?
  • Grow readership?
    • Offer best-of-breed content to improve the depth of our sites
  • Grow revenues?
    • Offer content channels on all sites and sell ads across the network
  • Grow profits?
    • Reduce expenses by producing content once

Partnership for Online and Beyond

sharing model national to local
Sharing model: National to local
  • Examples
    • NFL Preview, Face-Off Iraq, Friends contest
  • Readership
    • Not much in each local market
    • May boost edge for USATODAY.com in aggregate
  • Revenues
    • Limited local revenues
    • Network sales? Maybe.
  • Profits
    • Allows focus on local

Partnership for Online and Beyond

sharing model local to local
Sharing model: local to local
  • Examples
    • Great Lakes Escapes, PacNews Express, Indy 500, Kentucky Derby
  • Readership
    • Usually better readership traction within region or when topic resonates with local market
  • Revenues
    • Local sponsorships and ads are possible
  • Profits
    • If technology, then efficiencies

Partnership for Online and Beyond

sharing model local to national
Sharing model: local to national
  • Examples
    • Classified verticals
  • Readership
    • More content choices for USATODAY?
  • Revenue and profits
    • Classifieds? Yes
    • News? We’ll try it.

Partnership for Online and Beyond

technology aside
Technology aside
  • Newspaper CMS initiative
    • Common storage and delivery platforms for all 100 newspapers
    • Import/export capability
    • Multimedia asset indexing

Partnership for Online and Beyond

conclusions
Conclusions
  • We’re still experimenting
    • Known: We have tons of content
    • Unknown: Where do our content and business objectives overlap?
  • Some lessons learned
    • National content needs strong local tie
    • Credibility requires national and world news
    • Sharing offers efficiencies, allows local focus

Partnership for Online and Beyond

slide30

Jack WilliamsSenior Vice President/ Diversified Businesses and DevelopmentGannett Co., Inc.

Partnership for Online and Beyond

election 20041

Election 2004

Peter Lundquist

Director/Online Content

[email protected]

Partnership for Online and Beyond

critical mass online
Critical mass online?
  • Dean raises $25 million online
  • Pundits predict online ad spending
  • Kerry buys ad on Des Moines’ Career Builder

Partnership for Online and Beyond

model local site
Model local site
  • New model based on experience
    • Clarksville lesson: Content gets traction in markets with local connection
    • Local must be foundation
  • But, need content to get full network participation
    • AP print and online package
    • GNS
    • USATODAY.com

Partnership for Online and Beyond

third party deals
Third-party deals
  • AP – print and online
  • E-the-people Voters Toolkit

Partnership for Online and Beyond

model election front
Model election front

Partnership for Online and Beyond

seamless sharing

Local

GNS

GNS

Local

USATODAY

Local

AP

‘Seamless’ sharing

Partnership for Online and Beyond

seamless sharing1
‘Seamless’ sharing
  • Same branding, nav, ads

Partnership for Online and Beyond

communications extranet
Communications: Extranet

Partnership for Online and Beyond

communications e mail
Communications: E-mail

Partnership for Online and Beyond

analytics sitecatalyst
Analytics: SiteCatalyst

Partnership for Online and Beyond

results audience
Results - Audience
  • Local drives traffic

Partnership for Online and Beyond

election summary
Election summary
  • Our sites still live or die with local
    • Third-party content needed as supplement?
  • Seamless sharing works better for the user
  • Requires coordinated communication
    • Corporate to papers
    • Online and news departments
  • Common analytics help us refine strategies and tactics

Partnership for Online and Beyond