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Justin Hartman
Digital Innovation Manager at Avusa Media
Involved in Media and the Internet since 1997
New Media Strategist at The Times
Manage the online and mobile excellence unit
known as the iLab
Responsible for the online strategy
and implementation for the paper
Web 2.oh really screwed publishers!
“
”
There is so much media
now with the Internet and
people, and so easy and so
cheap to start a newspaper
or start a magazine, there's
just millions of voices and
people want to be heard.
Rupert Murdoch, Fox Networks
...dismissed Facebook
as the "flavour of the
month" and little more
than a "directory"
“
”
Mark Zuckerberg, FacebookRupert Murdoch, Fox Networks
It’s become
about the user
experience
New York Times
tried... and failed
Online was about Exclusivity & Subscriptions
Web 2.oh really screwed us
Media companies saw online as an extension of Print
Back to the
Drawing Board
• Be as cross-platform as possible
• Make some CASH!!!
• Become truly interactive
The Times Strategy
The Times Implementation
Commercial Success
Through Innovation
Understanding our Advertisers’ Needs
Dying for new advertising opportunities
They are sick of banners!
Reluctance to move ad spend online
Integrated with news, blogs,
live scores, team news, etc.
Niche content for
a mass audience
Huge branding opportunity
for advertisers
Full desktop application
Desktop Readers
TimesCode mobile innovation
Way of receiving information on your cellphone
The first on the continent to offer the technology
Enables marketers to tap the growing
consumer power of mobile users
Has it been worth it?
Traffic to The Times in Unique Browsers (UB)
2007 - 2008
0
125,000
250,000
375,000
500,000
Jan
07
Feb
07
Mar
07
Apr 0
7
May
07
June
07
July
07
Aug 0
7
Sept 0
7
Oct
07
Nov
07
Dec
07
Jan
08
Feb
08
Mar
08
Apr 0
8
May
08
June
08
July
08
thetimes.co.zaSource: Nielsen//Netratings (audited)
Traffic to Multimedia in Unique Browsers (UB)
2007 - 2008
0
20,000
40,000
60,000
80,000
July
07
Aug 0
7
Sept 0
7
Oct
07
Nov
07
Dec
07
Jan
08
Feb
08
Mar
08
Apr 0
8
May
08
June
08
July
08
multimedia.thetimes.co.zaSource: Nielsen//Netratings (audited)
173% growth since the launch of The Times
Makes us the 3rd largest News site
Commercial R&D costs were covered after
our first campaign
Ad revenue has doubled for the company
The Times is Ranked #12 by Nielsen//Netratings
Show us the numbers!
The Future...
where to from here?
Times Mobile
Rich user experience
Convergence to Mobile
More creative advertising models
Not limited to content only
New Times Mobile portal
The Times
The power of People!
UGC is the way forward
Niche audiences
are the new pink
Move away from
strictly content into
products & service
Justin Hartman
http://justinhartman.com
Please download this presentation
at http://timesurl.at/cfca96
