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Offline Isaac Adeniran

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Independent local online publishers
« on: August 09, 2018, 11:57:48 AM »
Independent local online news publishers flock to sponsored content
by: Michele McLellan

My new survey of independent online local news publishers indicates they are making progress in increasing their revenue and diversifying the sources of revenue, including a big jump in sales of sponsored content.

Most increased their revenue in 2015 while some experimented with new sources of revenue in addition to traditional display ads, including native advertising, video advertising, events and business services. About two-thirds said they were planning to develop a new revenue stream in the coming year.

Perhaps the biggest headline is the growth of sponsored content as a revenue source. About half the publishers in the 2016 survey said they are selling sponsored content or native advertising compared to 20 percent a year earlier.

The March-April survey of 93 publishers representing 103 publications was conducted on Michele’s List, a database of independent sites that is produced in collaboration with the Tow-Knight Center for Entrepreneurial Journalism. A full summary of the results and the dataset is available on the Tow-Knight website.

Fifty-seven percent said their 2015 revenue was $100,000 or less, compared to 66 percent who said that a year earlier. Seventy-eight percent reported their revenue increased compared to 70 percent the year before.

Nearly half said they turned a profit in 2015 while another 24 percent said they had developed a steady flow of revenue but were not yet profitable. These are about the same percentages as in the last survey.

The publishers continue to rely heavily on advertising – in most cases display advertising – for their revenue. Twenty percent said advertising was their only source of revenue, compared to a third who said that a year earlier.

In the survey, publishers reflected on their challenges on the revenue side.

Lean or one-person startups often find it difficult to make time for sales or to hire and adequately compensate a sales person.

"We've really struggled to secure sponsorships for online content. This is likely thanks to the fact that we've not hired anyone with a specific focus on this effort," said Michael Kanin of the Austin Monitor, a nonprofit site that launched in 2013 that operates mainly on large donations and subscriptions.

"Insufficient time to devote to ad sales personally, but not enough revenue stream to be able to compensate an ad sales rep adequately," said Bill Smith, who launched Evanston Now in 2006 in a suburban city north of Chicago. The site derives a lion's share of its revenue from local advertising.

Many of the sites are too small and local to appeal to large brands, meaning their potential advertisers are often small, cash-strapped local businesses.

In this environment, it is difficult for many publishers to look beyond display advertising, which itself remains a challenging sell to many more traditional advertisers.

"The 'mom and pop' businesses are very "old school," not internet savvy and rarely have ever considered the idea of advertising, much less have an ad budget.  Also, this is not an area where 'big box,' national chains reign," said Traven Rice, who founded The Lo-Down in New York City's Lower East Side in 2009 with her husband Ed Litvak. The primary revenue source is local advertising.

With these challenges, it is easy to see why the smaller sites struggle to find capacity to diversify their revenue streams.

However, among the for-profit sites, the significant increase in the number offering sponsored content and a small but growing number are offering video advertising suggests the publishers are finally seeing the limits of traditional display advertising.

But questions remain whether they can adapt their revenue model as more and more news consumption shifts off their websites and onto mobile and social platforms such as Facebook’s Instant Articles.



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Independent local online publishers
« on: August 09, 2018, 11:57:48 AM »

Offline Isaac Adeniran

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Re: Independent local online publishers
« Reply #1 on: August 09, 2018, 12:00:25 PM »
How mentorship is helping local online news sites reach sustainability


By Matt DeRienzo

Local publishers from Wisconsin, Michigan and New Orleans shared early lessons from a new program that uses mentorship to help independent online news sites build advertising support in their communities Friday at a LION Publishers summit at the Investigative Reporters & Editors conference in Orlando.

LION’s Revenue from Advertising Mentorship Program (RAMP) launched in the spring with a grant from the Democracy Fund.

On Friday, Jiquanda Johnson, publisher of Flint Beat in Michigan, Robert Morris, publisher of the Messenger local news sites in New Orleans, and Shereen Siewert, publisher of the Wausau Pilot and Review in Wisconsin said that the program has already led to a significant increase in local advertising revenue.

Johnson, whose goal is to raise $80,000 in annual revenue with the help of the RAMP program this year, said that advertising is an important sector of revenue for her site because she’s not sure the community can afford to support Flint Beat with subscriptions or memberships.

“I’m covering an economically depressed community ...” she said. “Most of my residents are poor. They have to make a decision to be a member of my site or feed their family. What do they do?”

After the RAMP program helped her figure out how to set ad rates based on her annual goal and the size of her market, and develop marketing materials, Johnson said she’s on the verge of closing a $10,000 contract with an advertiser. “That’s more than I made (all of) last year,” she said.

“I knew I needed to generate revenue. I knew I had something of value. I just didn’t know what it was worth,” she said.

Siewert brought in $9,000 in new revenue from new advertisers in the first two months of the program. It’s key for her because foundation seed funding that helped her launch her nonprofit site a few years ago is running out.

“This year is kind of a make or break year for us, and we knew we had to concentrate on advertising this year and get it right in order to sustain ourselves,” she said.

The largest new advertiser on her site is a casino located about 30 miles away. “They had poo pooed us completely in the past,” Siewert said. “(But now) we have a much more polished presentation. We understand how to present that sales pitch and really close that pitch.”

Founded eight years ago, Morris’s three New Orleans neighborhood news sites are more established than the Flint and Wausau startups.

“One of the big things about RAMP for us is that we’ve grown one step at a time and we don’t really step back and ask if it makes sense in the big picture,” he said. “A mentor is really valuable for that.”

Help from RAMP has also been specific and practical, from rethinking ad rates and revamping media kits, to advice on how to find prospects and schedule meetings with them.

After years of managing an advertising account base with a Google doc, the Messenger sites switched to customer relations management (CRM) software (something that the RAMP program helps fund). Now Tyree Worthy, the site’s one-man advertising department, is freed up to make more sales calls instead of wrangling invoices that are now automated.   

Siewert said that being part of a 10-publisher cohort working on similar goals has also been valuable. “That piece is just incredibly valuable to us. We sometimes feel like we’re on an island. We often work in our homes. We don’t have a lot of co-workers,” she said.

“You get that support. You get to share ideas. You get to hash things out with people who are going through the same thing,” Johnson said.

Other participants in the RAMP program include Andaiye Taylor of Brick City Live in Newark, New Jersey, Jeff Wong of DC Commute Times, Dawn Shelton of the Luther Register in Oklahoma, Led Black of Uptown Collective in New York City, Matt Hennie of Project Q Atlanta, Rob Chappell of Madison 365, and Adrian Fernandez Baumann and Kate Maxwell of Mendocino Voice in northern California.

They gathered for a kickoff in Atlanta and stay in touch via Slack. Each is assigned to a mentor, which include veteran local independent online news publishers Kelly Gilfillan of Home Page Media in Nashville, Scott Brodbeck of ARLNow.com in Virginia, Kim Clark of Noozhawk in Santa Barbara, and sales consultant Eleanor Cippel and audience development consultant Ned Berke.

“That is priceless, having a team of people helping you identify best practices in the industry to achieve sustainability,” Johnson said.

In addition to being paired with a mentor who checks in with them every few weeks, RAMP also covers some technology and materials costs for participating publishers, as well as a stipend of $7,500 designed to free them up to be able to get serious about launching or revamping a local ad program.

Siewert is using that money to hire help on the news side, to free her up to focus on sales. Morris is using it for a website redesign to improve the effectiveness of ads that are purchased, as well as some part-time help on the sales side.

NaijaSky

Re: Independent local online publishers
« Reply #1 on: August 09, 2018, 12:00:25 PM »

Offline Isaac Adeniran

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Re: Independent local online publishers
« Reply #2 on: August 09, 2018, 12:02:15 PM »
About Local Independent Online Publishers

We support the publishers of local independent online publishers organizations. We have more than 500 members in 36 states who publish both for-profit and nonprofit, niche and general local publishing. We offer them peer support, training, mentorship and best practices on local publishing entrepreneurship.

NaijaSky

Re: Independent local online publishers
« Reply #2 on: August 09, 2018, 12:02:15 PM »

Offline Isaac Adeniran

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Re: Independent local online publishers
« Reply #3 on: August 09, 2018, 12:03:47 PM »
We give training  on business model, revenue, journalism and technology issues facing local independent online news publishers.

The trainings feature presentations, panel discussions and workshops on the business model, revenue, journalism and technology challenges and opportunities associated with the grassroots resurgence of local journalism entrepreneurship that is happening as corporate legacy media declines across the country.


NaijaSky

Re: Independent local online publishers
« Reply #3 on: August 09, 2018, 12:03:47 PM »

Offline Isaac Adeniran

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Re: Independent local online publishers
« Reply #4 on: August 09, 2018, 12:11:29 PM »
Our training helps participants build a sustainable revenue stream from local advertising through training in best practices, market-specific advice and assistance, and a yearlong mentorship system.
We are well-positioned to take the lead in the critical work of supporting local online publishing entrepreneurs.

NaijaSky

Re: Independent local online publishers
« Reply #4 on: August 09, 2018, 12:11:29 PM »

Offline Isaac Adeniran

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Re: Independent local online publishers
« Reply #5 on: August 09, 2018, 12:12:56 PM »
Hyperlocal online publishing entrepreneurs are  strengthening local communities by satisfying critical information needs with quality content, investigative reporting, and solutions-driven publisjing.

NaijaSky

Re: Independent local online publishers
« Reply #5 on: August 09, 2018, 12:12:56 PM »

Offline Isaac Adeniran

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Re: Independent local online publishers
« Reply #6 on: August 09, 2018, 12:14:11 PM »
In addition to the basics of the sales process, setting rates and adverts positions, creating marketing materials, identifying local business prospects, and using customer-relation management strategy, we also work with some participants in establishing native advertising and sponsored content as a revenue stream, and in monetizing local publishing

NaijaSky

Re: Independent local online publishers
« Reply #6 on: August 09, 2018, 12:14:11 PM »

Offline Isaac Adeniran

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Re: Independent local online publishers
« Reply #7 on: August 09, 2018, 12:18:44 PM »
We make efforts to help support them in becoming more sustainable and even better connected to their communities.”
standalone mobile app, local ticketing platform and offer community- and small business focused advertising products.

NaijaSky

Re: Independent local online publishers
« Reply #7 on: August 09, 2018, 12:18:44 PM »

Offline omonaija

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Re: Independent local online publishers
« Reply #8 on: August 11, 2018, 01:13:46 PM »
 we provide you platform after the training so that you can start  to make money immediately and you can use it as long as you want
training plus free platform to operate is N10k
Where to get information for to use local online publishing
what type of information to post
sources of revenue
Native/local adverts and business promotion revenue
Google adverts manager revenue
Affiliate revenue e.g jumia
business listing
business pages for businesses
directories
Bold top listing
Note that there will be only one person in Bida.  Other people will work with him as reporters or as partners depending on him
with the free platform, no need for hosting
 no problem. that is why is only one person per town or local council.
it will pay you .
at least jumia and Google income alone can make you 100k minimum monthly
 if you combile local business, street business stories, you can make 500k monthly
you know this combine physical and online income
local businesses, national businesses ad Google international business
 This you must be ready to bring in people to work together like filed workers the school levers
 jumia for example , people buy and you earn income
 to create publicity for your local online publisher may involve Facebook sms whatsapp and handbill
 you need to let the businesses in Bida know that people in Bida and and others 're visiting your publications
 local news. local information local even.
 promoting local businesses
 printing and distribution info about your online publication etc
 many opportunity but is for serious minded people . not for lazy people but money is there

NaijaSky

Re: Independent local online publishers
« Reply #8 on: August 11, 2018, 01:13:46 PM »


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