Future of Audiences

Wendy Hurwitz

VP/Audience Development

Sightline Media Group

Twenty years ago, it was inconceivable to think:

Telephone lines would deliver TV programs

Cable lines would deliver phone service

The $15 billion newspaper classified ad business would die

Few people would buy music CDs anymore

Nearly 2/3 of the US population would own a smart phone

Cell phones would transmit more texts than phone calls

Ten years ago, it is inconceivable now to think:

The most trafficked site on the Internet, beating Google, was MySpace

YouTube and Facebook were just getting started

The iPhone and Android hadn’t even been invented

The online world has changed:

In mid-2014, social media passed search engines as the biggest driver of

referral traffic for publishers

More than 50% of web traffic in US is on mobile devices

Now there’s a larger and more diverse selection of content online

Mobile dominates in military and defense:

Mobile

14.1 million page views

5.1 million unique visitors

Desktop

8.9 million page views

2.1 million UVs

The online world has changed

“In this new fragmented ecosystem,

distribution is just as important as the

publishers’ core traditional business

of content creation.”

Adam Singolda, founder and CEO, Taboola

Media consumption is fragmented

Source: Scribble Live, Visually

Why would you build for another platform?

Follow attention of users

Stay engaged with customers regardless of where they are

Spend more time elsewhere

Why not throw everything you have into your website, app and print product?

Video audiences are desirable

People who watch professionally produced Internet video have

a median household income of $76,300, up 9% from a year ago.

Younger adults (18-34) are twice as likely as adults 35-plus to

watch made-for-digital content.

Source: IAB 2016 Original Digital Video Study, March 15–24, 2016

Video growth is explosive

2016 (Jan-Aug)

2.9 million video views

8.4 million video impressions

4.1 million viewed minutes

2015 (All)

1.9 million video views

10.1 million video impressions

3.4 million viewed minutes

Distributed content: Facebook

119k views

709 likes

1,000 shares

MRE Magic:

187k views

750 likes

Facebook Livestream test

29k views

1,700 likes

350 shares

Service Member of the Year

Fully Resourced

Under Resourced

Content is more than news

Distributed content

Prioritization

Repurposing

Extending shelf life

Use technology to assist

CMS and ESP drive personalized, 1:1 content

CMS largely drives content prioritization

Email programs are largely automated (news, circ, adv)

CRM drives large part of advertising sales communications

VDP drives personalized direct mail

Geofencing for newsstand (future)

Sponsored content

Industry experts +

Sponsor =

Added value

Revenue stream

Email collection

Reinforces our expertise in key

content areas

Content repurposed for white

papers, webcasts, social media

posts, etc.

Sponsored content, locally

Experts: Staff contacts, HelpaReporter.com (HARO), etc.

Sponsor targets:

Targeted businesses that don’t want/need standard offerings (ex: chambers of

commerce, economic development groups, associations)

Businesses that don’t spend enough on standard offerings (e.g., real estate developers,

financial advisors, attorneys)

Businesses that want something new

Sponsored content, locally

Most pubs offer breaking news

updates. Are you selling it?

Covering a local trade show? Sell

print, digital & video

32 videos

filmed

Repurposing: more views, less work

Email lead gen

Website content

LinkedIn posts

Print article

E-book

Extending shelf life

Drive audience growth and revenue opportunities using

a broader definition of content