4 steps to become new media
Translator's note: What is a new type of media company, I wrote here and here . About how such an organization works, wrote here , here and here . Business models for her are here , here and here .
This article describes how to become such a new media company, how to restructure the work of your media in a new way. I am not translating the article completely, only the most important postulates.
- Where do new types of organizations come from?
- There are no restrictions, but now local newspapers are most suitable for this.
- Why?
- Due to the fact that they keep direct contact with small businesses, advertisers of their city, district.
')
So, how to convert the district to a new organization in 4 easy steps.
Step 1. Create a separate company or division.
Her office should be as far from the old edition as possible. In the office, put a separate manager, editor, web developer and online advertising agent. The team is likely to increase in number, but this is not important. The important thing is that she will create an independent model, using only links with advertisers of her parent company.
Step 2. Build verticals.
A vertical is a specific subject. So create narrowly focused thematic sites and sections. In them, you sell ads easier. Let them become exhaustive sources of information on their topic for the residents of your city.
- Use the news of the editors of the parent company, let's link to competitors.
- Give links to information about the life of your particular territory. How to get permission to build a house? Who is responsible for utilities? Many local government sites are inconvenient to use. If you publish information at your place, people will turn to you, not to them.
- Publish data on the hours of work of local clinics, shops, pharmacies, ratings of schools and kindergartens. Ask readers to tell you about changes to this data.
- In each vertical, make a directory of organizations and a calendar of events. This will attract additional advertising. Let readers give an assessment of these events, write reviews. And let the business itself update its pages, price lists, etc.
- Build a community. Give people the opportunity to create their own pages (profiles), post comments and photos. Ask them to report news and ask questions in an upcoming interview. And then ask commentators to discuss them.
- Publish discount coupons, sales information, etc.
Step 3. Supervise the ecosystem.
Find the best bloggers in your city. Hire or cooperate with them so that each vertical is filled with content. Fill in the topics covered by experts, suggest open topics to other bloggers. Help the young (or retired) talents, teach them to write in blogs. Open API, make widgets.
Step 4. Make an advertising network in the style of Glam.com.
Use your ecosystem to create an ad network. Link, link, link. Send traffic in verticals, from verticals to blogs, from blogs to the main page, from there to vertical, etc.
Do not sell just banner ads. Sell packages. For example, banner + company page in the directory + links to the site + sponsorship section. Help the advertiser to find the right audience, fight for the effectiveness of its advertising budgets.
This article describes how to become such a new media company, how to restructure the work of your media in a new way. I am not translating the article completely, only the most important postulates.
- Where do new types of organizations come from?
- There are no restrictions, but now local newspapers are most suitable for this.
- Why?
- Due to the fact that they keep direct contact with small businesses, advertisers of their city, district.
')
So, how to convert the district to a new organization in 4 easy steps.
Step 1. Create a separate company or division.
Her office should be as far from the old edition as possible. In the office, put a separate manager, editor, web developer and online advertising agent. The team is likely to increase in number, but this is not important. The important thing is that she will create an independent model, using only links with advertisers of her parent company.
Step 2. Build verticals.
A vertical is a specific subject. So create narrowly focused thematic sites and sections. In them, you sell ads easier. Let them become exhaustive sources of information on their topic for the residents of your city.
- Use the news of the editors of the parent company, let's link to competitors.
- Give links to information about the life of your particular territory. How to get permission to build a house? Who is responsible for utilities? Many local government sites are inconvenient to use. If you publish information at your place, people will turn to you, not to them.
- Publish data on the hours of work of local clinics, shops, pharmacies, ratings of schools and kindergartens. Ask readers to tell you about changes to this data.
- In each vertical, make a directory of organizations and a calendar of events. This will attract additional advertising. Let readers give an assessment of these events, write reviews. And let the business itself update its pages, price lists, etc.
- Build a community. Give people the opportunity to create their own pages (profiles), post comments and photos. Ask them to report news and ask questions in an upcoming interview. And then ask commentators to discuss them.
- Publish discount coupons, sales information, etc.
Step 3. Supervise the ecosystem.
Find the best bloggers in your city. Hire or cooperate with them so that each vertical is filled with content. Fill in the topics covered by experts, suggest open topics to other bloggers. Help the young (or retired) talents, teach them to write in blogs. Open API, make widgets.
Step 4. Make an advertising network in the style of Glam.com.
Use your ecosystem to create an ad network. Link, link, link. Send traffic in verticals, from verticals to blogs, from blogs to the main page, from there to vertical, etc.
Do not sell just banner ads. Sell packages. For example, banner + company page in the directory + links to the site + sponsorship section. Help the advertiser to find the right audience, fight for the effectiveness of its advertising budgets.
Source: https://habr.com/ru/post/287620/
All Articles