old times, new times

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Old Times, New Times: A behind the scenes look at The Times newspaper and The Times Online

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A case-study looking at how The Times newspaper and The Times Online (South Africa) have performed in the 2 years since launching.

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Page 1: Old Times, New Times

Old Times, New Times:A behind the scenes look at The Times

newspaper and The Times Online

Page 2: Old Times, New Times

Launched 5 June, 2007 in A3 tabloid size

Goes out free to Sunday Times subs on-sale to public for R3.50 (Mon-Fri)

South Africaʼs first “interactive newspaper”

Newsroom open-plan, collaborative

Strong cross-promotion & sourcing of content from print & digital products

The Times Newspaper

Page 3: Old Times, New Times

Western Cape

Eastern Cape

Gauteng

KwaZuluNatal

93 292

16 087

6 376

14 907

ABC geographic data based on July-September 2008

0 25,000 50,000 75,000 100,000

Gauteng Kwazulu Natal Western Cape Eastern Cape

Circulation: 139 137 (ABC)Readership: 376 000 (AMPS)

Newspaper Distribution

Page 4: Old Times, New Times

Newspaper DemographicsIncome Bracket: LSM 7 - 10 Ave. household income - R15,901Ave. personal income - R9,917Age:80% of readers are between 16 and 49 years Gender:60% male40% female Race: 52% Black30% White13% Indian5% ColouredLocation:59% live in GautengEmployment:69% Employed12% Student11% Unemployed7% Retired6% Housewife

Page 5: Old Times, New Times

Launched same time as newspaper on 5 June, 2007

Home of The Times & the Sunday Times newspapers

Niche content areas & portals

Over 58 000 registered users

Combination of strong brands & an active user-community have made it a top SA destination

The Times Online

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Times Multimedia

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Times Blogs

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The Times Twitter

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Mobile Channel

Cutting-edge new mobile site featuring: news, videos, market indicators, weather, jobs & more.

Features:• Convergence to Mobile channel• Rich user experience• Not limited to content

Revenue Streams:• Contextual text & image ads• Section sponsorship• Premium content

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Product Innovation

Work on innovative, digital products & services

Small, project-based team:• Conceptualise• Analyse potential business models• Build and implement solutions

Strategy is aligned to local & global digital trends

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Features:• UGC & in-house editorial• Content rating• Community Forums• Price comparisons

Revenue Streams:• Google Adsense• Banner advertising• Category sponsorship• Price comparisons • Virtual Press Office

Nudjit.com

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Online Traffic GrowthSite traffic since launch in Unique Browsers (UB)

2007 - 2008

Source: Nielsen//Netratings (audited)2007 2008

Page 14: Old Times, New Times

Online RevenueOnline Revenue Growth (The Times Online)

2006 - 2008

2006 2007 2008

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Online Revenue Streams

1. Banner Display 65%

2. Google Adsense 15%

3. Sponsorship (Top Brands, blogs, links etc.) 10%

4. Richmedia/Multimedia (video ads, peelers) 5%

5. Mobile Display 3%

6. Other 2%

Digital Revenue Streams by Total Contribution

Page 16: Old Times, New Times

Online Strategies

• Partnerships• Outsource• White-Label• Build Communities• Harness Social Media• Cross-Promote• Innovate

Whatʼs worked for us:

Page 17: Old Times, New Times

The Times 2.0

• Enterprise Content Management System (CMS)

• New design & logo• Online newsroom restructure• Context to content via a sophisticated topic

engine• Complete Information Architecture (IA)

overhaul• Better blog & multimedia integration• Extensive aggregation & outbound linking

Features:

Page 18: Old Times, New Times

The Times 2.0

• Double monthly unique visitors• Double advertising revenue• Increase time spent on site

Objectives: