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By the time I write this article
and it appears in the October
edition of Suburban Publisher,
maybe all I have written will have
Okay, I’m kidding – but my
point is that, as media execu-
tives, we are in the throes of an
advertising environment that is
changing every day.
With the explosion of new
technologies and an intense focus
on monetizing them, organiza-
tions and sales cultures don’t
have time to learn to adjust – it’s
The model is changing, and the
customer is changing. Technology
companies are now our partners,
and opportunities to earn extra
revenue exist just about every-
where – from a person booking
their airline ticket to someone
who just bought a pizza from
the local mom and pop.
This is a different game for us.
We’ve historically relied on CPM
models and other more tradi-
tional revenue streams, and we
have to open our eyes to dollars
that come to us in many nuanced
ways. These alternate sources of
revenue may be smaller, but they
also bring with them the potential
of larger scale and volume.
This change is really about the
long tail philosophy. Newspapers
have typically relied on the lion’s
share of revenue coming from a
small number of certain types of
businesses. The long tail theory
shows that there is potential for
revenue far beyond what we’ve
We’ve excluded thousands of
businesses because we didn’t
have a product, service or price
point that fit their needs. We said
they weren’t prospects, but it’s
becoming more apparent that
line of thinking was hasty.
Advertising revenue isn’t
defined by placing a traditional
ad anymore. Revenue is now gen-
erated in many forms – think
mobile apps and membership
fees. A good example of news-
papers’ putting their toe in the
water is the recent development
of marketplace sites. Businesses
are charged monthly on a number
of variables including web site
development and hosting,
enhanced listings, and more.
Membership models aren’t
completely foreign to us.
Circulation sales have given
nearly all newspapers expertise
in this revenue stream, as we have
traditionally relied on small bits
of money coming from thousands
of subscribers each month. The
challenge is to utilize this system
for other revenue purposes.
I experienced this firsthand
when I developing an NIE dona-
tion program several years ago. I
thought if I could get subscribers
to round up their subscription
bill we could generate thousands
of dollars for NIE. Our business
office thought I was crazy, and
questioned the merits of all that
work for smaller amounts of
money. But it did work, and the
power of that individual donation
really added up.
I’m confident community
newspapers are open to these
new opportunities, and will be
quick to change and adapt to
this new way of business.
Many of you are familiar with
zip2save.com, the national shop-
ping site that was launched by
newspapers companies and SNI
(SNA’s for profit division) one
year ago this month. I’m pleased
to announce that, in addition
to my current duties with SNA,
I am now the Training Manager
I’d be happy to discuss training
opportunities with your company,
including training on all zip2save
products and features. Again, this
space is changing rapidly and we
have a lot of good stories to tell.
Let’s discuss the opportunities
that lie ahead with these new rev-
enue models. Feel free to contact
me for more information.
Tanya Henderson is the
Advertising & Membership
Relations Director for SNA and the
Training Manager for zip2save.
com. She can be reached at Tanya.
or at 804.262.3341.
Advertising & Membership
Revenue sharing – The new vernacular
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