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					Newspapers

  ‘Alice
    in
Wonderland’
Newspapers, internet and              earning money




                          Hubert Diemel
              Market Analyst, Wegener MediaVentions
                         The Netherlands



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         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…


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    http://images.google.com/images?hl=is&q=Wegener&btnG=Leita+a%C3%B0+myndum&gbv=2




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          Who is „Wegener NieuwsMedia‟

• Since november 2007 part of Mecom Group plc.

• Regional newspaper publisher, the biggest in
  The Netherlands (circulation 860.000)

• Including   7 online newspaper websites
•   Unique Visitors 1,6 million and Page-
    views 45 million per month (STIR, november 2007)


•   Annual turnover € 668 million


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         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
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         What is Wegener MediaVentions

• Wegener MediaVentions 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




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    Do we earn money ?




                     http://www.flickr.com/photos/hegarty_david/528598100/

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    Would you buy an electric toothbrush ?




                                                                          /
                         http://www.flickr.com/photos/7553795@N06/439219823
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         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
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              Supermarket results

     Investment Supermarket:   € 0,=

     Week 1: >     60 sold wine coolers
     Week 2: > 600 toothbrushes sold


     A very   satisfied advertiser
     Contract until the end of 2009, worth   € 40.000,=
     Success = online reach

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     Cross-media Information campaign




                         http://www.flickr.com/photos/7521032@N04/1412172252/
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             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
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            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
14         = online reach
     Would you follow the lead ?




                           http://www.flickr.com/photos/zen/268856737/
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            Would you follow the lead ?

     Co-ownership of the website BenZeker.nl
     Comparison website with financial products
     Products: mortgages, loans, savings, insurances


     Model is „Lead-generation and         clicks‟ 50/50

     Continuous newspaper        ad-campaign
     Online ads on all 7 newspaper websites
     Start November 2007
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              Lead-generation results (1 month)
     Investment Wegener: € 2.500 total


     Unique Visitors8.000 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

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     So, do we earn money with our
      online newspaper portfolio ?




                 http://www.flickr.com/photos/hegarty_david/528598100/




           YES we do
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     Search engine marketing partner




                        http://www.flickr.com/photos/christianoneto/1640957850/
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        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    relationship with visitors and
   advertisers
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           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
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     What about „Alice‟




                          http://www.flickr.com/photos/kirstiecat/2112154506/
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             How to SEO a newspaper…


     Most newspapers that go online are authorities in
     and of itself


     You “just” have to fix some   technical issues




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            How to SEO a newspaper…



     After that it‟s all about   awareness and the
     mindset




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        First: the technical stuff

 Getting the

 front page
 indexed is easy




                                 http://f lickr.com/photos/hoder/9365819/

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     Are your archives dusty?
                                                    But what about the

                                                    archives?




        http://f lickr.com/photos/sigma/37083145/

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          Links, links, links…

 It‟s all about (internal)

 link structure




                                 http://f lickr.com/photos/joshsommers/958642299/


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                 Duplicate content

 While preventing                     duplicate content




     http://www.google.com/search?q=intitle:%22Bush+f ights+for+relevancy+in+last+state+of+the+union%22&hl=en&pws=0&f ilter=0




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     Be aware of the competition




         5.7 million readers!
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     The hardest part:




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     Make this   guy




                       http://f lickr.com/photos/ljesmith/292424850/




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     Understand this   stuff




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     To rank   well
     The newspaper has to become
     part of the web

     And not just an observer

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