The Audience Generation Model - ePublishing · One Platform: SEO-Friendly Content Management, Community & eCommerce! 312.768.6800 :: ePublishing.com! Welcome Today’s Goals • Leverage

The Audience Generation Model Key Drivers To Increase Revenue & Engagement

For The SIPA Member

312.768.6800 :: ePublishing.com One Platform: SEO-Friendly Content Management, Community & eCommerce

Welcome

Your Presenter: Thomas Chaffee

•  CEO – ePublishing, Inc.

•  ePublishing is the leading provider of Consulting, Design & Development of Content Management Systems, Community/Social & eCommerce Platforms for publishers.

•  Former Chairman & CEO of Homeseekers.com, Inc. (NASDAQ: HMSK) a major real estate and financial publisher who migrated all operations and information to the internet.

•  Former multi-title publisher (family business)


Welcome

ePublishing SIPA Clients


Welcome

Today’s Goals

•  Leverage changing content consumption habits to increase engagement.

•  Drive readership, revenue and retention.

•  Create a Content and e-Commerce strategy around relevance.

•  Understand that TRAFFIC is not an AUDIENCE.


The Key Takeaways

Guiding Philosophy

BE A PLATFORM NOT A PUBLICATION • Acquire and serve your subscribers:

when, where and how they want

• A single editorial and customer interface across:

print, email, social, fulfillment & web


The Key Takeaways

Simple Theme

Find Your Audience Drive More People To Your Content

Feed Them Well “Relate” To them and keep them around longer

Convert Them Present more in-context opportunities (relevance) to transact


The Key Takeaways

Driving Concept

Relevance drives Retention & Revenue • Relevance in Content

• Relevance in Usage

• Relevance in Presentation

• Relevance in Delivery


Setting The Stage

The early Internet devalued content •  Unrealistic, wacky business models.

Publications Were Slow To Adopt •  Brands lost ground.

•  Distribution changed quickly.

Specialized Content Is Surging In Value •  Overtly simple example – Apple has proven that properly

priced content can overcome copyright violators each market has an elasticity point for pricing content.

How Did We Lose Control Of Our Readers?


Crafting Your Strategy

Strategy First

Start With Your Strategy

•  What game are you playing?

•  How do you define winning?

•  How are you going to get there?



Defining Your Game: Highest Value Content

Audience Interest

Your Brand Influence

Publication Expertise



Defining Your Game – More of Less - but Higher Value

Data yields Information

•  If the data is organized and reliable

Information creates Knowledge

•  If the information is presented in context

Users are already creating the context for us

•  We simply need to meet them there – users want more of less



Site Examples

Review The Models

•  The Turnaround Letter (financial)

•  Smart Grid Today (energy/technology)

•  Lancaster House (legal)

•  FDA News (healthcare/regulatory)

•  Beverage Industry (manufacturing)


New Generation Before ePublishing


New Generation After ePublishing


SmartGrid Before ePublishing


SmartGrid After ePublishing


Lancaster House Before ePublishing


Lancaster After ePublishing


FDA News Redesign


Beverage Industry Home Page Drives Search


Relates Content, Products & Events To Sell More



How Do You Define Winning? •  Circulation Growth •  Ad Rate Increases – or introducing Ad models •  Revenue Growth •  Reduce Churn: Revenue Stability & Predictability •  Increase Page Views •  Raise Brand Awareness •  Create New Products/New Segmentation/New Markets •  Improved Customer Communication/Dialog •  Better Search Engine Optimization/Presence •  Easier To Manage – Do More With Less Staff •  Phased, Focused Efforts & Associated Growth •  Lowering Costs


How We Say Keywords (Taxonomy) •  Brands

•  Slogans

•  AP Style

•  Generics

•  Acronyms

•  Industry Terms

Finding Your Audience


How They Say Keywords (Taxonomy) •  Customers

•  Prospects

•  Competitors

•  Shareholders

•  Prospective Employees

Search Engine Optimization


Your Next Steps

•  Analyze the taxonomy for your publication

•  Where is that in play? Do your consumers use the same taxonomy you do?

•  THEN: unify your editorial efforts, simplify your platform and integrate your customer data

To Do List


Reflect Your Users – Recognize The Change

•  Functionally, consumption is shifting from a push basis – to a pull basis

•  Rethink audience development strategy to include more pull approaches and conversation/dialog

•  Create more of a relationship with your audience – track usage see what resonates

•  Develop more relevance with content, commerce and events

•  Create a seamless PLATFORM

A Shift In Consumption


Questions?

Feel Free To Email:

[email protected]

Documents

The Audience Generation Model - ePublishing · One Platform: SEO-Friendly Content Management, Community & eCommerce! 312.768.6800 :: ePublishing.com! Welcome Today’s Goals • Leverage