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The editorial staff has been generating enormous website traffic increases with "seen-on-the-scene" photo galleries. They take minimal effort and produce more unique views, which introduce more people to our products. They can be promoted in print and on social media channels as well. This was a simple change in how we cover community events. Instead of shooting just pictures of the event, we turned the cameras on the crowds attending the events. Two of our most popular galleries were our parade galleries from the local festival parade and the county fair parade. We have added some additional customers through our social/web/print campaign that were basically doing nothing with us before. We have also increased our Web ad sales, improved our ‘WOW’ deals (like Groupon) and have sold several sports and community involvement contests. Since the digital rep has joined on, we’re up to seven paid advertisers at $500 per year, but we have set a goal of 20 before the end of the year.
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Mark Rhoades - Publisher Enterprise Publishing Co
Blair, Nebraska• 13 weekly newspapers in
Nebraska & Iowa
• 25,000 + combined paid circulation
• 9 websites, 6 TMC products
• 40,000 + combined free distribution
• Centralized printing plant
• Specialized Marketing Division
Our ideas
• “Seen on Scene”
• Creative Digital Outlets (not just selling button ads)
• Newsroom Changes
Seen on sceneAn idea to gain followers on social media while at
community events
How it works• At least one reporter (usually two) dedicated to
taking photos of the crowd during the parade or event.
• Immediately after event, we upload a gallery to Facebook and invite people to view it and tag their friends and family members.
• This is strictly a PR play, and a way to gain more followers on-line.
https://www.facebook.com/media/set/?set=a.10152180447186274.1073741829.47472656273&type=3
The ResultsIn the last week …
!• We gained 68 new followers • Reached 40,000 people with our posts (That's up 1,376.6% from the previous week) • Engaged 5,800 people with likes, comments and shares • Web traffic reached over 8,000 for the gallery (most are
around 800) !
Our Gateway to the West parade watchers gallery reached 15,816 people and it continues to get more likes
and shares by the hour!
Creative digital ideasgain followers, increase website traffic, and generate
revenue
Social media traffic / interaction leads to new followers
More followers mean more eyeballs
More eyeballs = more opportunity to sell yourself and drive traffic to your website
More traffic = Easier sales, higher rates, more ads, more MONEY!
Why these things are important….
ContestsPromote in print and on-line
Readers submit photos of their Dog
Go on our website to vote for the cutest
We sell sponsorships and draw a random winner for prizes, and cutest pup also wins
http://enterprisepub.upickem.net/engine/Welcome.aspx?contestid=141034
http://enterprisepub.upickem.net/engine/Welcome.aspx?contestid=126922
Free to anyone
Prizes donated from sponsors
Basketball & Football
Weekly prizes given during football season
Publish winners in newspaper and on
Facebook each week
Revenue Contests
Hoops Challenge Football Contest
12 regular sponsors @ $80
3 major sponsors @ $235
Total revenue = $1,665
12 regular sponsors @ $239
2 major sponsors @ $459
Regular season revenue = $3,786
Bowl Game Contest = $2,169
Total revenue = $5,955
Combined Revenue = $7,620
Revenue Contests
Local business offers a deal of at least 50% off
Limited time available
Sometimes limited number available
Revenue is split with restaurant (50/50)
No fee to the business
Daily Deals
150 Deals Sold @ $10 per deal = $1500
Revenue split 50/50 = $750 to newspaper
One deal per month = $9,000 annually
One deal per week = $39,000 annually
Daily Deals
Offers an alternative to a website for a small business owner
Post photos, hours, menus, etc.
Yearly commitment so that the site stays consistent
Could potentially coincide with a print directory in paper
http://myhometowndining.com/restaurants/
Directory Sites
Started this in 2013
Perfect for small businesses, who want to be on-line but don’t have the time or knowledge
Our company controls their social media presence on their behalf
We charge a monthly fee, with a 6-month commitment required
Digital “agency”
Started a business Facebook Page... over 425 Likes
Designed their brochures, in-store menu boards, take out menus, etc. to look the same
Handle all e-mail marketing, social media, etc. for the business
As business picked up, they started to advertising in the newspaper too
Set up Hometown Dining Page in lieu of website
2012 money spent = $249; 2013 money spent = $3,341
Butch’s Deli
Design studio
• Common concept for large, daily operations
• Starting with one designer, with a goal of having at least 3 within a year
• Idea was to let the designers design, and the reporters report
Since Implementation….Reporters have spent more time
experimenting with alternative story formats
Have been more willing to go out and cover a breaking story, regardless of time or day
Working with on-line editor to become better trained at shooting (and possibly editing) video
THANK YOU!
