CALKINS MEDIA PHILADELPHIA

CALKINS MEDIA

Why should Digital Video be on a publisher’s radar screen?

•  It’s growing •  It’s not that hard to do •  It’s not a huge investment •  It can be monetized •  It has potential

CALKINS MEDIA

About us…

•  Three newspapers/websites •  Family owned •  100,000+ Sunday circulation •  4 million page views/month •  400,000 HH’s •  1 MM+ population

CALKINS MEDIA

Why video?

87%  

13%  

Calkins  Philadelphia  Share  of  DMA  Households    

Philadelphia  DMA                                3,059,814  

Calkins  Philly  Market                      405,358  

Much of a local TV buy reaches an undesired audience

CALKINS MEDIA

Tremendous Digital Video Advertising Spend Base: Philadelphia DMA

$0

$50,000,000

$100,000,000

$150,000,000

$200,000,000

$250,000,000

$300,000,000

2010 2011 2012 2013 2014 2018

2013 – 2018: 125% Growth in Video Advertising Spend

Source: Borrell

CALKINS MEDIA

Tremendous Digital Video Advertising Spend Base: Calkins Media Philadelphia Market

$0

$10,000,000

$20,000,000

$30,000,000

$40,000,000

$50,000,000

2010 2011 2012 2013 2014 2018

2013 – 2018: 125% Growth in Video Advertising Spend

Source: Borrell

CALKINS MEDIA

It’s not that hard

•  Consultant for shows •  Consultant for news video •  Repurpose newsroom staff •  A few technical hires

CALKINS MEDIA

It’s not a huge investment •  iPhones for newsroom staff •  Tricaster editing station •  JVC 100 cameras •  Panasonic 720 cameras

CALKINS MEDIA

It’s not a huge investment

•  In house studio

CALKINS MEDIA

Monetizing – it’s all about sponsorships                      

Coming soon: Gardening Show, Health and Wellness Show

CALKINS MEDIA

Premium positioning

CALKINS MEDIA

Update screen exposure

•  Preroll •  Introduction •  Voice over mention •  Logo on screen

CALKINS MEDIA

Update screen exposure

•  Preroll •  Introduction •  Voice over mention •  Logo on screen

CALKINS MEDIA

Six month program includes… Multi Channel •  In-House full-page, full-color ads •  Email •  Banner Ads •  Social Media •  Radio •  Audience extension

CALKINS MEDIA

Game On

CALKINS MEDIA

Game On

CALKINS MEDIA

Segment sponsorships

CALKINS MEDIA

Blake’s Take

CALKINS MEDIA

Blake’s Take

CALKINS MEDIA

•  Sold as share of voice •  5 advertiser rotation on each site •  $500/mo for 3 months

News video prerolls

News video prerolls

•  Sold as share of voice •  5 advertiser rotation on each site •  $500/mo for 3 months

CALKINS MEDIA

Mobile Is Becoming The Go-to Source For Digital Video Content

0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

2012 2013 2014 2015 2016 2017 2018

US Mobile Video Viewers In Millions

Viewers In Millions

Source: eMarketer March 2014

CALKINS MEDIA

Mobile Device Owners Are Growing In The Calkins Philadelphia Market

Source: Scarborough 2012-2014

40%

60%

13%

28%

0% 10% 20% 30% 40% 50% 60% 70%

Tablet

Mobile Phone

2012 2014

CALKINS MEDIA

Calkins Philadelphia Share Of Mobile Device Traffic Has Increased By 117% Since The New Websites Launched

Source: webtrends

24%

52%

Sep-13

Aug-14

CALKINS MEDIA

Connected TV is Showing Strong Growth

Source: eMarketer 2014

26.9

41.1

55.5

67.9

78.6

86.4 93.1

22.6%

34.2%

45.9%

55.9%

64.2% 70.2%

75.2%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

0

10

20

30

40

50

60

70

80

90

100

2012 2013 2014 2015 2016 2017 2018

Connected TV households % of total households

CALKINS MEDIA

Next steps

•  Cable and telecom companies are interested in local video

•  OTT platforms are growing – Connected TV’s, ROKU boxes, etc

Chuck

CALKINS MEDIA PHILADELPHIA