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News Corp now leveraging its 3-year investment into Big Data

15 December 2014 · By Jeremy C. Fox

Editors note: This is one of 17 case studies featured in INMAs strategic report Making Big Data Smarter For Media Companies, released in December.

News Corp began investing in a new data strategy three years ago — a time when it was difficult to prove ROI. But it has taken a long view of the process and proceeded incrementally, says Paul Cheesbrough, chief technology officer.

As a global media company with holdings in newspapers, magazines, books, online, television, educational projects, and marketing, the publicly traded News Corp tries to use data to ...

...[more]




Dallas Morning News shares 5 ways to build profitable event business

14 December 2014 · By Jason Dyer

With the continued decline of print advertising revenue, The Dallas Morning News and other news organisations nationwide are searching for innovative ways to generate revenue. CrowdSource, the events division of the Morning News, has been tremendously successful thus far, becoming a significant new revenue source in just two years. 

Building and cultivating alternative sources of revenue allow news organisations to remain focused on our journalistic mission – now and into the future.

Remember the following five keys to build a successful events business: 

1. Hire a proven leader. It is difficult to be successful without a leader who can navigate you to the finish line. Search for someone with the personality of an entrepreneur, who also has a track record of creating ...

...[more]




Helsingin Sanomat revolutionalises tablet advertising

10 December 2014 · By Santtu Kottila

The problem of the digital era in media business has been the inability to measure ad campaigns properly. We’ve only been able to report the ad impressions and click-through rates (CTRs), which are poor statistics about ad effectiveness.

This has been going on for too long now! That’s why we at Helsingin Sanomat wanted to re-invent digital advertising and measuring when we created Helsingin Sanomat for the tablet environment.

Helsingin Sanomat is Finland’s and Scandinavia’s largest daily newspaper, reaching 1.9 million readers per week in a nation of five million inhabitants. The tablet edition of Helsingin Sanomat has more than 100,000 weekly readers who all pay for the subscription.

We decided we should implement ads for the tablet with ...

...[more]




New York Times programmatic strategy focuses on direct advertising buys

08 December 2014 · By Mark Toner

Editor’s note: This is one of 11 case studies featured in INMA’s strategic report “Programmatic Advertising Opportunities for Publishers,” released in September.

While the New York Times Co. began experimenting heavily with programmatic advertising in 2013, larger forces in the digital advertising marketplace are shaping the company’s efforts, company officials say. 

“We believe the market is bifurcating in two directions: one towards premium, and the rest towards ...

...[more]




E-commerce may be the retailer’s answer to the “now economy”

03 December 2014 · By Jörgen Bödmar

E-commerce has evolved over the years to be an increasingly important part of retail. In fact, it is even more important than retail people seem to realise.

Consumers are becoming more and more connected and are always on the run in a society always short on time. In early 2000, nobody thought e-commerce would become what it is today. Few realised the transition in buying patterns would come so soon.

A number of things supported this evolution. The development of DSL and broadband connection together with more agile handhelds, tablets, and phones played an important role. In addition, a growing trust of the merchants offering the service of buying on the Internet helped push e-commerce along.

Today, more than 500 million consumers in Europe represent a gigantic potential for ...

...[more]




SCMP expands client base with e-book series on Umbrella Movement

30 November 2014 · By Benson Chao

News in Hong Kong these days is anything but dull.

The pro-democracy Umbrella Movement, originally known as Occupy Central, has caught the world’s attention with arresting images and put Hong Kong on the geopolitical world map like never before.

South China Morning Post’s reporters, photographers, and videographers were out there on the streets, bringing stories to our newsroom that would become staple reading for Hongkongers.

When the pro-democracy movement took to the street on September 28, SCMP dropped the paywall for pertinent content on ...

...[more]




Visual journalism helps BBC solve 3 audience challenges

24 November 2014 · By Amanda Farnsworth

At the BBC, we’ve brought together our TV graphic designers with our specialist multi-media journalists, online designers, and developers to form our visual journalism team. What we want to do is make the most of the talents and experience of each part of the team and together, help them to innovate where TV meets the Web.

We’ve won a lot of awards this year, so we’ve made a good start. But there’s still so much more we can do creatively.

Visual journalism can help with three particular challenges our audience presents us with:

  1. Distinctiveness: It can help us stand out in a world where we may be covering many of the same stories as our competitors.

  2. Modernity: Visual journalism — where we may use our virtual reality studio to put a correspondent on the sea floor, or create a game so our users can try to land the Philae lander on a comet themselves — shows our audience that we are a lively, innovative, modern media outfit.

  3. Understanding (or maybe that should have been first): They say a picture can tell a thousand words. The same can be true of visual journalism.

 

Our “How to Put a Human on Mars” project saw ...

...[more]




Gannett’s full-service ad design group finds revenue in unexpected place

23 November 2014 · By Connie McGarrah

As Gannett Imaging and Ad Design Center approaches its 8th anniversary, it is taking the world of consolidated and outsourced ad production by storm. But the journey to today’s success has not been a clear, straight path.

With a team of more than 400 creative people located in Des Moines, Iowa; Indianapolis, Indiana; and Phoenix, Arizona, the division of Gannett Publishing Services was, in its infancy, a consolidation of photo toning services across Gannett. Economic pressures and outdated technology across the company were the driving force at that time. 

It didn’t take long to see the potential to become a profit center. And by 2008, GIADC was offering imaging services to non-Gannett properties. 

After the acquisition of a partnership with a major media chain, hopes were high. Savings was the buzzword of the year. Everyone needed relief, and they were there to provide it. 

The reality, however, is that only a handful of the 30-some sites owned by the new partner actually went live due to the increased use of automation for imaging work. A few more independent sites came on board, particularly when GIADC became a preferred supplier for PAGE Cooperative, but the real dollars were still elusive.

If they were going to become a true profit center and build revenue, it was back to the drawing board.

Meanwhile, between 2009 and 2010, GIADC took on the additional project of ...

...[more]




Dallas Morning News sports app offers differentiation within market

19 November 2014 · By Mark Francescutti

“We want to build an app!”

That was the proclamation from editors of SportsDay — the sports staff of The Dallas Morning News — before we began a year-long process of building SportsDay TALK.

SportsDay TALK became one of the first digital products at the Morning News to turn a profit despite the roadblocks most newspapers face.

There were many downsides to building a sports app.

ESPN, Fox, CBS, and Yahoo already had great apps. SportsDay didn't know much about making them.

Those companies had spent millions making them stylish and bug free. SportsDay didn’t have six figures.

They had ...

...[more]




Schibsted shares 4 key lessons from its private programmatic marketplace

16 November 2014 · By Mark Toner

Editor’s note: This is one of 11 case studies featured in INMA’s strategic report “Programmatic Advertising Opportunities for Publishers,” released in September.

Creating a private marketplace has minimised disruption to traditional online advertising and increased CPMs.

As it began exploring programmatic sales, Schibsted Media Group opted to create a private marketplace to ensure higher CPMs and “to not disrupt the regular business,” says Svein Eriksen, CEO of Schibsted Norge Salg (Schibsted Norway Sales).

Schibsted’s foray into programmatic began with separate efforts in Norway and Sweden in 2012.

“We used most of 2012 to work on the strategy and to talk to the customers, the agencies, and the rest of the market,” Eriksen says. “This was to ensure that our approach and ideas would work.”

Schibsted Norway Sales’ private marketplace is invitation-only, and “each of the clients has to be approved, Eriksen says. Combining the media group’s inventory into a single marketplace was necessary to ensure

...[more]




About this blog

The Ideas Blog captures the practical discussions and case studies of news media company to grow revenue, audience, and brand. These case studies are written by INMA members for INMA members. Begun in December 2012, this content previously resided in Ideas Magazine; for an archive of past case studies, click here.


Blog editor

Dawn McMullan is the editor of the Ideas Blog and senior editor for INMA. If you are an INMA member and would like to contribute a case study, please contact Dawn directly by clicking here.


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December 2014 ( 5 )
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