grist final presentation
TRANSCRIPT
Grist Magazine: Increasing Ad Revenue
OverviewThis presentation will focus on providing a synopsis of common current advertising strategies within nonprofit media organizations; and to provide several recommendations for increasing ad revenue at Grist Magazine.
Overview of advertising in the nonprofit media world
Ad Networks
Vertical Networks
Blind Networks
Targeted Networks
Commonly used networks
1. Mantis Ad Network
2. New American Media
3. Publica Media Interactive Network
Common Strategies
Syndication and Partnerships
Sponsored Advertising
Partnerships with Ad Networks
Self-Targeted Ads
Most common revenue drivers in the nonprofit world
Highest drivers of nonprofit revenueFoundation Funding
Earned Income
Membership/ Donations
Project objective: To increase earned revenue through advertising for Grist.org
Proposed recommendations:
First Alternative
Syndication and unique partnerships
Second Alternativ
e
Join an advertising network
Third Alternativ
e
Offer premium membership services
Fourth Alternativ
e
Invest into an affordable Search Engine Optimization Plan
Syndication and Unique Partnerships:
● Syndication: The re-distribution of published content to other websites in exchange for monetary value
● Increases in exposure and awareness: The Voice of San Diego: Case study○ Syndicate partnership with their local NBC affiliate
■ Increased exposure and unique views■ $43,000 Profit level
○ The Bay Citizen : Case Study■ Had a syndicate partnership with the New York
Times■ Gained access to a list of 65,000 email subscribers
Join Advertising Network:
Offer membership-incentive packages:● Currently utilized by several major competitors ( Texas Tribune,
ProPublica)● Offer affordable, additional services and “premiums” than the
standard subscription offers● Examples: Texas Tribune offers annual cocktail party invitations
● V.I.P to exclusive events● Differentiate service packages offered:
○ Doesn’t decrease the significance of Grist’s mission○ Offers another revenue stream
Invest into an affordable SEO Plan:● Top benefits of Search Engine Optimization:
○ Increase Traffic: top positions on search engine results page- receive majority of impressions and clicks.■ Creates informative and keyword relevant title tags which
show up even more in result pages.○ Cost-effective
■ One of the most cost-effective marketing strategies■ Inbound>Outbound■ Higher quality traffic
○ Increased site usability■ SEO rearranges the site architecture and links- making the
page easier to use■ Bounce Rate- most common symptom is usability of
landing page
To greater heights, new levels and new opportuntites!
Questions?