Revenue

1
Revenue Audience The Long-Tail Opportunity

• Julie H. Weber
• general manager, MySanAntonio.com

2
The Long Tail Theory
Source www.longtail.com, Chris Anderson, Wired,
2004, The Long Tail , 2006
3
What is the Long Tail?

• Chris Andersons book on an economic and cultural
  theory
• Abundant smaller opportunities
• The niche market
• Our new audience
• A highly targeted revenue stream

4
Niche Traffic
Classifieds- Real-Estate Employment
Home Page, News and Classifieds 60 or total
page views
Classifieds Real Estate Jobs
News
Homepage
Home Page
5
Current Trends

• Sites are primarily news
• Inventory is selling out
• Audiences are at a critical mass
• Archives and user generated content not well
  monetized
• Small competitors nibbling away at niche

Opportunity is knocking
6
The Daily Visitor base includes both
Incidentals (7) and Core.
Core audience visitors comprise most of the
daily audience.
Incidentals make a small part of the daily
audience, but large part of monthly.
2006 Data
Source 2006 Belden Client Surveys Sample N
33,518
7
Core Incidental
Incidentals, while 7 of the 2006 Daily Visitors,
comprised nearly two-thirds of the total monthly
audience.
2006 Data
8
Niche Audience

• Interest based, not news dependent
• Specialty market
• Ex. Hunting Fishing, Pets, Parenting
• Gives users control through input
• Interactive elements
• Choice of direction
• Builds a new community

9
Pets

• Sponsorship
• Business Directory
• Slideshow
• Poll
• Blog
• News
• Links
• Video

10
Outdoors

• Sponsorship
• Blogs
• Content
• Weather
• Photos
• Links

11
Outdoors

• Blogs several
• Slideshow
• Business Directory
• Maps
• Calendar
• Merchandise sales
• Weather
• Recommendations
• Sponsorship

12
Parenting

• Albany Times Union
• Blogs
• Content
• Community Panel
• Links

13
Revenue

• Higher impact CPMs - 20 - 50
• Sponsorships advertiser owns part
• Contextual ads
• Searchable databases Yellow Pages
• Services
• Sponsored Content
• Self-serve
• Classified extension
• Part of larger buys

14
Does your tail have what it takes?

• Audience
• Autonomy
• Competitors
• Stickiness
• Revenue Opportunities

15
Contact Info
Answer the knock at the door Opportunity doesnt
knock twice

• Julie H. Weber
• General Manager
• MySanAntonio.com
• San Antonio Express-News KENS 5
• jweber_at_mysanantonio.com
• 210-250-2911