local media consortium - naa mediaxchange 2014
DESCRIPTION
The Local Media Consortium, a strategic partnership of leading local media companies representing more than 800 daily newspapers and over 200 broadcast outlets and all of their affiliated digital properties. The Local Media Consortium, founded in 2006 as The Newspaper Consortium, is focused on increasing member companies’ potential share of digital revenue and audience by pursuing new relationships with a variety of technology companies and service providers. Since launching, The Local Media Consortium has grown to over 42 member companies representing more than 1,000 local media outlets. Additional rounds of other media companies joining the consortium are anticipated.TRANSCRIPT
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Christian A. HendricksChair, Executive Committee
Rusty CoatsExecutive Director, LMCPresident, Coats2Coats
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Consortium
Ad serving tech & network Search Content integration
THE PAST
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TODAYNEWSPAPER CONSORTIUM BECOMES LOCAL MEDIA CONSORTIUM
Consortium Reboots Beyond Papers, Yahoo(September 2013) The Newspaper Consortium is retooling, getting a new name – the Local Media Consortium – and new partners with broadcasters joining the fold. “The idea for the Consortium is that we are going to seek out deals with companies that are beneficial to all members in every aspect of every deal,” says Rusty Coats, the Consortium’s executive director, “Leveraging the scale of the entire consortium without putting handcuffs on any one part of it.”
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Governance Agreement1. Five year term2. One member, one vote3. Membership independent of deals4. Dues based on share of total membership
HOW IT WORKS
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Executive Committee
The Consortium is led by an eightmember Executive Committee,elected by the full membership, andan Executive director.
LEADERSHIP
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Partnerships and dealsCURRENT FOCUS
The full membership is actively involved in focus and priority setting and task forces of SMEs work with Executive Committee to create RFPs, negotiate with potential partners and craft deals.
✔ Advertising systems✔ Analytics✔ Search
✔ Content and audience✔ Non-locally sold ad inventory✔ Audience extension
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Opportunity areasPOTENTIAL
① Private exchange placement tools② Data management platform③ Native advertising platform④ Consumer facing products⑤ Ad network partners⑥ Digital marketing agencies
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SAY WHAT?
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AUDIENCESCALE + PREMIUM
CONTENT = Optimize existing revenue New revenue opportunities Improve pricing
SCALE MATTERS.
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42HOLDINGCOMPANIESANDGROWING
SCALE MATTERS.
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SCALE MATTERS.800+ newspapers
200+ broadcasters
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SCALE MATTERS.240 MILLION
Monthly unique visitors
Source: LMC partner audit, January 2014
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SCALE MATTERS.10+ billion
premium ad impressions
Source: LMC partner audit, January 2014
People, not machines.
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PARTNERS
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Ad Exchange
LMC Network
Simpli.fi
Centro
Yahoo
Newspaper Digital
AVAILABLE ADVERTISING INVENTORY
Benefit: [Potential] Provide demographic, behavioral and geographic targeting capabilities to customers through audience extension partnerships
Cost: [Potential] Wholesale/Retail
AUDIENCE EXTENSION
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Benefit: [Potential] Drive audience through LMC content integration on Yahoo News and use of personalization and recommendation engines on LMC sites.
Cost: [Potential] Revenue share for ads on LMC content on Yahoo.
CONTENT INTEGRATION
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DEAL POINTS① Ad Serving platform [DFP Premium & SB]② Search monetization [AFC, AFS]③ Site search④ AdX integration⑤ Private exchange
A la carte offerings include:
Optimize existing revenue New revenue opportunities Improve pricing
SCALE MATTERS.
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PRIVATE EXCHANGE
PREMIUMAUDIENCE
PREMIUMBUYERS
Local Company LMC
Lever scale to reach brand buyers and improve rate and revenue.
CPM - NGD
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PRIVATE EXCHANGE
PREMIUMAUDIENCE
PREMIUMBUYERS
Local Company LMC
Lever scale to reach brand buyers and improve rate and revenue.
CPM - GTD
The promise.
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LMC: Onward
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Christian A. HendricksChair, Executive Committee
Rusty CoatsExecutive Director, LMCPresident, Coats2Coats