Newspapers Alice in Wonderland

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NewspapersAlicein Wonderland
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• 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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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
• Were 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/5285981
00/
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Would you buy an electric toothbrush ?
http//www.flickr.com/photos/7553795_at_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 gt 60 sold wine coolers
• Week 2 gt 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_at_N04/141217225
2/
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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 gt 12.000
• 2 x video reports sold 2.000
• Click ratio Banners 1
• Success online reach

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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 Visitors 8.000 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 ?

• YES we do

http//www.flickr.com/photos/hegarty_david/5285981
00/
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Search engine marketing partner
http//www.flickr.com/photos/christianoneto/164095
7850/
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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 its all about awareness and the
• mindset

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First the technical stuff

• Getting the
• front page
• indexed is easy

http//flickr.com/photos/hoder/9365819/
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Are your archives dusty?

• But what about the
• archives?

http//flickr.com/photos/sigma/37083145/
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Links, links, links

• Its all about (internal)
• link structure

http//flickr.com/photos/joshsommers/958642299/
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Duplicate content

• While preventing duplicate content

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htsforrelevancyinlaststateoftheunion22hl
enpws0filter0
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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//flickr.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