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Newspapers ‘Alice in Wonderland’ Newspapers ‘Alice in Wonderland’

Newspapers, internet and earning Hubert Diemel Market Analyst, Wegener Media. Ventions The Netherlands 2 Newspapers, internet and earning Hubert Diemel Market Analyst, Wegener Media. Ventions The Netherlands 2 money

Today's presentation Who we are Earning money with an online newspaper portfolio How did Today's presentation Who we are Earning money with an online newspaper portfolio How did Wegener choose a SEM partner How to SEO a newspaper… 3

http: //images. google. com/images? hl=is&q=Wegener&btn. G=Leita+a%C 3%B 0+myndum&gbv=2 4 http: //images. google. com/images? hl=is&q=Wegener&btn. G=Leita+a%C 3%B 0+myndum&gbv=2 4

Who is ‘Wegener Nieuws. Media’ • Since november 2007 part of Mecom Group plc. Who is ‘Wegener Nieuws. Media’ • Since november 2007 part of Mecom Group plc. • Regional newspaper publisher, the biggest in The Netherlands (circulation 860. 000) 7 online newspaper websites Unique Visitors 1, 6 million and Page 45 million per month Annual turnover € 668 million • Including • (STIR, november 2007) • 5 views

Who is ‘Onetomarket’ • Online marketing firm, since 1999 • Offices in Arnhem (NL), Who is ‘Onetomarket’ • Online marketing firm, since 1999 • Offices in Arnhem (NL), Barcelona (ES), Madrid (ES) and Berlin (DE) • More than 50 online marketing specialists • Speaking 8 languages natively • Services include: SEO, SEM, Link Building, E-Mail marketing, Online advertising, Reputation Management and online marketing consultancy 6

What is Wegener Media. Ventions • Wegener Media. Ventions is a central division responsible What is Wegener Media. Ventions • Wegener Media. Ventions is a central division responsible for business development, project management and support of the 7 online newspaper activities • We’re helping our 7 newspapers with new ideas, marketing information and practical tips in marketing and sales areas 7

Do we earn money ? http: //www. flickr. com/photos/hegarty_david/5 28598100/ 8 Do we earn money ? http: //www. flickr. com/photos/hegarty_david/5 28598100/ 8

Would you buy an electric toothbrush ? http: //www. flickr. com/photos/7553795@N 06/43 9 / Would you buy an electric toothbrush ? http: //www. flickr. com/photos/[email protected] 06/43 9 / 9219823

Would you buy an electric toothbrush ? Supermarket test case, – toothbrushes and wine Would you buy an electric toothbrush ? Supermarket test case, – toothbrushes and wine coolers – during 2 weeks online ads on 1 newspaper website Toothbrush, 50% discount Wine Cooler, x discount NO advertising in print NO prominent position in the Supermarket 10

Supermarket results Investment Supermarket: € Week 1: > 0, = 60 sold wine coolers Supermarket results Investment Supermarket: € Week 1: > 0, = 60 sold wine coolers Week 2: > 600 toothbrushes sold A very satisfied advertiser Contract until the end of 2009, worth € Success = online reach 11 40. 000, =

Cross-media Information campaign 12 http: //www. flickr. com/photos/7521032@N 04/1412 172252/ Cross-media Information campaign 12 http: //www. flickr. com/photos/[email protected] 04/1412 172252/

Cross-media Information campaign • Rebuilding the Deventer Hospital • Inform patients and interested parties Cross-media Information campaign • Rebuilding the Deventer Hospital • Inform patients and interested parties – April 2007 / March 2008 • Monthly information page in our newspapers • Online special with up-to-date hospital and newspaper news • Availability of an CMS, for the hospital communications department 13

Cross-media results Investment Wegener € 1. 500 Banners and text links sold > € Cross-media results Investment Wegener € 1. 500 Banners and text links sold > € 12. 000 2 x video reports sold € 2. 000 Click ratio Banners 1% Success = online reach 14

Would you follow the lead ? 15 http: //www. flickr. com/photos/zen/2688 56737/ Would you follow the lead ? 15 http: //www. flickr. com/photos/zen/2688 56737/

Would you follow the lead ? Co-ownership of the website Ben. Zeker. nl Comparison Would you follow the lead ? Co-ownership of the website Ben. Zeker. nl Comparison website with financial products Products: mortgages, loans, savings, insurances Model is ‘Lead-generation and Continuous newspaper clicks’ 50/50 ad-campaign Online ads on all 7 newspaper websites Start November 2007 16

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Lead-generation results (1 month) Investment Wegener: € 2. 500 total Unique Visitors 8. 000 Lead-generation results (1 month) Investment Wegener: € 2. 500 total Unique Visitors 8. 000 and 3. 600 paid clicks Car insurance, 40 quotes Mortgages, 16 appointments with a broker We need to fine-tune and give continuous media attention to grow. Success = online reach 18

So, do we earn money with our online newspaper portfolio ? http: //www. flickr. So, do we earn money with our online newspaper portfolio ? http: //www. flickr. com/photos/hegarty_david/5 28598100/ YES 19 we do

Search engine marketing partner 20 http: //www. flickr. com/photos/christianoneto/16409 57850/ Search engine marketing partner 20 http: //www. flickr. com/photos/christianoneto/16409 57850/

The search for a SEM partner More visitors, more pageviews, more advertisers Better R. The search for a SEM partner More visitors, more pageviews, more advertisers Better R. O. I. Timetable: 2007, SEO and SEA, optimization 2008, newspaper sites online, aggressive market approach 2009, strong advertisers 21 relationship with visitors and

The search for a SEM partner What is SEM, ask questions Visit experienced SEM The search for a SEM partner What is SEM, ask questions Visit experienced SEM users/companies and listen Invite 4 SEM companies for a pitch Why ‘One To Market’ – their Experience – their Motivation – their Price – Our gut feeling 22

What about ‘Alice’ http: //www. flickr. com/photos/kirstiecat/2112154506 23 What about ‘Alice’ http: //www. flickr. com/photos/kirstiecat/2112154506 23

How to SEO a newspaper… Most newspapers that go online are authorities in and How to SEO a newspaper… Most newspapers that go online are authorities in and of itself You “just” have to fix some technical 24 issues

How to SEO a newspaper… After that it’s all about awareness and the mindset How to SEO a newspaper… After that it’s all about awareness and the mindset 25

First: the technical stuff Getting the front page indexed is easy http: //flickr. com/photos/hoder/9365819/ First: the technical stuff Getting the front page indexed is easy http: //flickr. com/photos/hoder/9365819/ 26

Are your archives dusty? But what about the archives? http: //flickr. com/photos/sigma/37083145/ 27 Are your archives dusty? But what about the archives? http: //flickr. com/photos/sigma/37083145/ 27

Links, links… It’s all about (internal) link structure http: //flickr. com/photos/joshsommers/958642299/ 28 Links, links… It’s all about (internal) link structure http: //flickr. com/photos/joshsommers/958642299/ 28

Duplicate content While preventing duplicate content http: //www. google. com/search? q=intitle: %22 Bush+fights+for+relevancy+in+last+state+of+the+union%22&hl=en&pws=0&filter=0 29 Duplicate content While preventing duplicate content http: //www. google. com/search? q=intitle: %22 Bush+fights+for+relevancy+in+last+state+of+the+union%22&hl=en&pws=0&filter=0 29

Be aware of the competition 5. 7 million readers! 30 Be aware of the competition 5. 7 million readers! 30

The hardest part: 31 The hardest part: 31

Make this guy http: //flickr. com/photos/ljesmith/292424850/ 32 Make this guy http: //flickr. com/photos/ljesmith/292424850/ 32

Understand this 33 stuff Understand this 33 stuff

To rank well The newspaper has to become part of the web And not To rank well The newspaper has to become part of the web And not just an observer 34