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choosing to work with fewer publishing partners and in some cases only one partner.
Therefore we have to work very hard to differentiate our services in the market and
impress clients with exciting creative ideas to win their business.
Q Tell us about the packages you sell to clients and how you work up pricing?
A WP BrandConnect custom content programs are sold as integrated sponsorship
packages that include native promotional units, integration of the content across
all platforms, audience development which includes organic and paid social efforts to
drive traffic and engagement, and production fees if the Studio is producing the content.
Program pricing varies based on geo-targeting, length of campaign, and number and
type of content pieces we need to create.
Q Your client list is very diverse with national and international brands like Land Rover
and Xerox but you also have local clients like Mattress Warehouse. Where are you
finding your best success? Are there certain categories of business that are your best targets?
A We’ve found the best success working with advertisers who are looking to reach
an influential audience – either influential consumers or business and policy
influentials regardless of the advertiser industry or geo-location. We can confidently
deliver this audience and through targeting technology we can customize where and
when to deliver the content to the advertiser’s specific market.
Q Tell us about the engagement with this content. Client response? How are you
setting and managing client expectations?
A We’ve found it is critical to define “success” up front with your client. Ask
questions like “What are your business goals? What will you want to measure?
What are your KPIs? And how will you define success?”. We will then design a custom
program for each client based on their answers. For instance if a client is looking to
drive “engagement” as their #1 goal and are using “time-spent” as their key metric we
will suggest developing video or interactive content as these formats tend to deliver
higher time-spent results than lists or articles.
Q What changes/improvements have you made in this program since it started?
is such a new space
that there doesn’t
seem to be any
marks to measure
and have changed
pricing models, implementation processes, pre-sales conversations, as well as have
made significant improvements in the product rolling out new story-telling formats with
each new campaign based on our learnings.
Q Finally, I imagine you’ve learned a few lessons in the couple of years you’ve been
involved with this work. Most LMA members are small-medium sized media
companies in non-metropolitan markets and some are in early stages of launching native
advertising programs. Can you share some wisdom from your experience so far that could
accelerate the learning curves? Pitfalls to avoid? Special tips to help push quicker success?
A In addition to the pre-sales questions I recommended earlier, I would also stress
the importance of building in as much flexibility into the product as possible.
For instance, when we first launched we really took “native” to heart and manually built
the homepage promotional units into the page using our Content Management System.
However, we quickly found this method did not allow for dynamic headline testing, any
kind of targeting including geo-targeting, or even the ability to quickly fix a typo! So we
had to rebuild the product from scratch to deliver the promotional modules through the
ad server instead. This method is far superior as it enables us to deliver promotional
modules with the full functionality of the ad server.
Engage. Inform. Integrate.
Flexible, cost-effective commercial printing options plus,
high-end UV printing technology produces more vivid and
vibrant results and is more eco-friendly than heatset.
The Northwest Leaf • Seattle Weekly • Por t Townsend Leader
Honda USA • MARKETING • The Daily Herald
Local Media Today • Stihl USA • Seattle Gay News • La Raza NW
Tacoma Weekly • Phuong Dong Times
Partner with one of the state’s largest,
11323 Commando Road W., Unit Main, Everett, WA 98204
Call today for a press tour!
“Kevin Kamen works relentlessly. Whenever he speaks about the
publishing business or companies, I pay close attention.”
Paul Tash (Mr. Tash is Chairman of the Pulitzer Board
and CEO/Chairman of the Tampa Bay Times.), August 1, 2014
“Kevin Kamen is one of the world’s best-known and most-prolic brokers
of media properties and companies.”
— Gypsy C. Gallardo, CEO/Publisher of
The Power Broker Magazine, July 30, 2014
Whose judgement do they trust?
“Kevin Kamen correctly predicted as far back as 2010 that a buyer would
be willing to pay $42 million to $51 million for The Journal ... ‘They paid
about $4 million to $5 million more than they should have,’ Kamen told
WPRI.com ... Kamen suggested Gatehouse was motivated to pay a premium
in part to ensure a competing newspaper chain didn’t get The (Providence)
— Ted Nessi, WPRI 12, Providence, Rhode Island, July 23, 2014
Considering selling your publication? You
should have your title nancially valued
correctly and listed for sale. Call or come visit
Kamen & Co. Group Services to assist you.
KAMEN & CO. GROUP SERVICES
NY (516) 379-2797 • FL (727) 786-5930 • FAX (516) 379-3812
626 RXR Plaza, Uniondale, NY 11556
Whose voice do
industry leaders seek?
Just ask them.
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