Why Editorial Calendar by liuhongmeiyes

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									Editorial Calendar 2011
   Advertising Opportunities
     throughout the year
        January 1 – December 31
Value Statement
Internet Broadcasting is dedicated to bringing local
publishers high-quality, high value content that can
easily be monetized on local sites.

The best example of this is our yearly Editorial
Calendar. The 2011 Editorial Calendar includes 17
unique opportunities for local sponsorships throughout
the year.

Some of the more popular topics include New Year
New You, Summer Travel, Back To School, Breast
Cancer Awareness Month and Holidays.

The sections include feature stories, slideshows,
videos and engaging flash interactive content that are
assembled in an easy-to-understand, turn-key manner.
Translation: more revenue, less hassle.
Why Editorial Calendar?
Audience
•  Original content produced by professional journalists who know how to engage readers with
   interesting content
•  Each section on the calendar has one NEW story featured every day, keeping the content fresh
•  Content is much more relevant to advertiser than news, weather and sports (e.g. hospital
   advertises in Healthy Heart section)

Sponsorship Opportunities
•  Content is organized around popular and valuable topics for advertisers
•  Multiple ad positions on section allow advertisers to have major presence around the content
•  TV Web drivers allow for TV/online, multi-platform sponsorship programs

Competitive Advantage
•  IB has been created sponsor-friendly web content for nearly 15 years and 2011 is our best year
   yet; we lead the industry
•  The flexibility of IB’s platform allows you to integrate your local market content into the section
•  IB brings the best of the content world and the sales world together into one package
                                              Section Name               Run Dates
2011 Editorial Calendar               New Year, New You         01/03-03/01
                                      Super Bowl                01/07-02/08
The Editorial Calendar is a list of   Valentine's Day           01/17-02/15
short-run, revenue-generating         At The Movies             01/15-03/01
sections throughout the year          Heart Health              02/01-03/01
which focus on seasonal events        College Tournament        03/14-04/08
and provide topical sponsorship       Easter/Passover           03/29-04/27
opportunities for your advertisers
                                      Taxes                     03/18-04/16
throughout the year.
                                      Mother's Day              04/11-05/09
                                      Summer Movies             05/02-09/05
                                      Father's Day              05/23-06/20
                                      Summer Section            05/27-07/05
                                      Summer Travel             05/27-09/06
                                      Back To School            08/01-09/30
                                      Breast Cancer Awareness   10/01-11/01
                                      Halloween                 10/01-10/31
                                      Holidays                  11/01-01/02
2011 Editorial Calendar           1

Ad Positions
                                              3

                                      4
•
1   1 Leaderboard Ads (728x90)

•
2   2 Display Ads (300x250)

•
3   Sponsor Logo (100x34) in
    Section Header

•
4   Sponsorship Wrapper Ads
    (510x60 and 510x90)*
5
•   Flash Video/Webvision (user           2
    play- not shown)*

•
6   Hover ad (not shown)
7
•   Sponsor logo on front page
    Teaser Widget (not shown)



                                          2
Section Examples
Some of the more popular topics include New Year New You, College Tournament, Back To School, Breast
Cancer Awareness Month and Holidays.

New Year, New You (1/01 – 3/01)
• Weight-loss content that has interactives on
  Must-Do Exercises and 20 Foods You Should
  Be Eating
• Money tips that include an interactive on how to
  save at the grocery story
• Stories on how to improve your love life in the
  new year.

College Tournament (03/14-04/08)
• Printable tournament brackets with sponsor
  logo
• Interactive 3-Point Shootout game
• Slideshows of cheerleaders, mascots and
  former NCAA stars
Section Examples
Back to School (08/1-9/30)
• Interactives that allow kids to play classroom
  games and teens to decorate their locker
• Top items for the new school year
• Slideshows and stories that feature the most
  memorable TV teachers


Breast Cancer Awareness (10/1-11/01)
• Original videos of women and men telling their
  own stories of survival
• Interactives and Videos related to the fight
  against the disease
• Stories and slideshows related to Breast
  Cancer Awareness month
   Seasonal Sponsorship Availability
IB provides 17 unique turn-key, templated editorial sections. This translates into more revenue, less
hassle. The Editorial Calendar sections provide the opportunity to sell an annual campaign across multiple
sections throughout the year. For example, a Jewelry store run in Valentines, Mother’s Day, Fathers and
Holidays.
Seasonal Sponsorship Availability
The editorial sections provide sponsorship opportunities that can meet every type of advertiser,
allowing them to plan for seasonal ad creative and programs that will generate results throughout the
year!
Co-branded Ad Opportunities
IB will create IAB house ads that can run in promotional
inventory throughout the site.

Sponsorship Opportunity
• Add your sponsor’s logo on the IAB promotional
  house ads to add additional exposure for your
  advertiser.

• Please include sponsor logo and house
  ad scheduling information in WebScan order.
Co-branded Video Ad Opportunities
One 15-second TV Web Driver (to run on-air)
• IB will create one standard 15-second TV Web Driver for this section to run as desired throughout
  TV Broadcast schedule.

One 15-second pre-roll (to run online)
• IB will create one standard 15-second promotion video pre-roll for this section to run in House ad
  video inventory throughout the site.

Sponsorship Opportunity
• IB can add a :05 sponsor message tag to a :10 version of the Web Driver. The Video Tag
  includes the client logo, the site logo, a voice-over message and background music. Sponsorship
  placements and trafficking instructions will be followed as indicated per individual WebScan
  order.
Driving Page Views
Promoting your section will drive page views and increase brand awareness for your sponsors.
IB suggests the following ways to promote the editorial sections both online and on-air.

Online Promotion
• Tease Modules: The most effective way to drive page views into this section through your Web site is
by having your site editor place the Tease Module on your site's front page.

• IAB House Ads: Internet Broadcasting also creates IAB house ads that you can schedule on your site.
These ads are created in a way that you can place your sponsor's logos inside these house ads to drive
to the section and give your sponsor exposure.

• Pre-Roll Promotional Web Video: Internet Broadcasting creates one web video pre-roll for each
section to put in front of videos that run on your site.

On-Air Promotion
• Web Driver: Internet Broadcasting will produce one 15-second TV Web driver for this section that can
be scheduled on your air. Your Web site and sponsor logo can be added at the end of the TV Web driver
by IB. The TV Web driver will be delivered to your station via FTP.

• Newscast Copy: You may also drive page views to your section by mentioning it in your newscast. IB
provides 15 seconds of suggested newscast tease copy each day that your producers could easily insert
into their shows. Producers are free use, edit or ignore this copy as they see fit. It's provided to help
shape in-newscast teases. This copy is included in the daily promotion schedule.
2011 Section Overview
The following slides provide an overview and look at each of the 17 2011 Editorial
Calendar Sections.

           • New Year, New You           • Summer Movies

           • Super Bowl                  • Father’s Day

           • Valentine’s                 • Summer Section

           • At The Movies               • Summer Travel

           • Heart Health                • Back To School

           • College Tournament          • Breast Cancer Awareness

           • Easter/Passover             • Halloween

           • Taxes                       • Holidays

           • Mother’s Day
New Year, New You (1/01 – 3/01)                                            Party Headquarters (1/07 – 2/08)
•   Weight-loss content that has interactives on Must-Do Exercises         •   Recipes for what to serve your guests on game day
    and 20 Foods You Should Be Eating                                      •   Features on the best-ever Super Bowl commercials
•   Money tips that include an interactive on how to save at the grocery   •   Interactive Field Goal Challenge game
    story
•   Stories on how to improve your love life in the new year.
Valentine’s Day (1/17 – 2/15)                                At the Movies (1/15-3/01)
•   Tips for what to buy your loved one on Valentine’s Day   •   Exclusive interviews with award-nominated actors and actresses
•   Reviews of the best romantic movies to see or rent       •   Reviews of award-nominated movies
•   Guide on what flowers are best to send                   •   Celebrity-related slideshows
Healthy Heart Month (2/01 – 3/01)                                        College Tournament (03/14-04/08)
•   Interactives that include how to determine how healthy your          •   Printable tournament brackets with sponsor logo
    lifestyle is and quizzes on which foods are healthiest               •   Interactive 3-Point Shootout game
•   Videos of women sharing their stories of their own battles with      •   Slideshows of cheerleaders, mascots and former NCAA stars
    heart disease
•   Interactive calculators to determine your heart risk, stress level
    and BMI
Easter/Passover (03/29-04/27)                                          Taxes (03/18-4/16)
•   Interactive on how Easter is celebrated around the world and how   •   Tips on how to manage your money
    to make your own Seder plate                                       •   Guides on where and when to file your taxes
•   Tips on what to put in baskets                                     •   Features on how to prepare for tax season all year round
•   Recipes for Easter brunch and Seder
Mother’s Day (04/11- 5/09)                                             Summer At the Movies (05/2-09/05)
•   Tips on what to get your mom                                       •   Exclusive interviews with celebrities
•   How to celebrate the day                                           •   Behind-the-scenes videos and photos
•   Ideas on what to do if you’re away from your mom for the holiday   •   Features and reviews of the summer’s best movies
Father’s Day (05/23-06/20)                             Summer Section (05/27-7/05)
•   Gift ideas for what to get various types of dads   •   Summer related stories, including getaways
•   Stories related to Father’s Day                    •   BBQ tips and recipes
•   Slideshows of celebrity fathers                    •   Interactives on fireworks and grilling
Summer Travel (05/27-09/06)                   Back to School (08/1-9/30)
•   Slideshows related to Summer Travel       •   Interactives that allow kids to play classroom games and teens to
•   Features on the best spots to take kids       decorate their locker
•   How to score big deals on hotels          •   Top items for the new school year
                                              •   Slideshows and stories that feature the most memorable TV
                                                  teachers
Breast Cancer Awareness (10/1-11/01)                                   Halloween (10/01-11/01)
•   Original videos of women and men telling their own stories of      •   Features on the best costumes
    survival                                                           •   Advice on how to stay safe while trick-or-treating
•   Interactives and Videos related to the fight against the disease   •   Pumpkin carving tips and advice
•   Stories and slideshows related to Breast Cancer Awareness
    month
Holidays (11/01-01/01)
•   Slideshows related to the Holiday season
•   Interactive quiz to decide which holiday character you’re most like
•   A game to help Rudolph deliver gifts

								
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