Professional Documents
Culture Documents
of Digital Assets
Newspaper, Broadcast, Online Only
DIGITAL
Business Advisory
How We Help
Digital First Operations Investment & Valuation Financial Audit & Diagnostic Local Market Intelligence Strategy & Tactics
Digital Worth
Interactive Financial Health
of your online business model or someone elses
Agenda
Why its important How we do it Past valuations Current valuations
WHY
Raise cash for digital initiatives Partner wants accounting Price tag for buyer / investor
Digital Diagnostic
This will only hurt a bit
Newspaper you want to buy overstating / understating digital valuations Your going to sell clean up balance sheet
Valuation
Newspapers Digital Assets SPIN OFF ?
Digital First
Profit First
NEWS
Not a Business Model
HOW
REVIEW Acquisitions Mergers Investments
Investor Questions
Whats your sustainable, competitive advantage?
Unique product
Leadership Team Meet loan requirements Control of Expenses Cash flow Revenue Trajectory Road to Profitability Ad Count Moat
digital
P&L
Share Value
$4,026,000 $142,998,000
McClatchy
$4,420,000
$15,675,000 $1,195,000 $1,885,000 $4,367,000 Unknown (private)
Alden
Global Capital
news holdings as of 3/31/2011
Sinclair Broadcast Group Media General Journal Communications LIN TV Journal Register
Unknown (private)
Unknown (private) Unknown (private) Unknown (private)
Roll Up Man
Digital Roll Up
sorta like
Huffington Post
Profitable
Page views & uniques
Management success
Tools & rules web 2.0
Aggregation
Huffington Post
2006 $5 million venture capital 2008 $25 million raised
$315m
value reader $12.60
6x Sales 30x Operating profits.
CPM RoadKill
Ex-CEO
Past Valuation
Traffic Revenue YOY Comps % Overall Revenue Facebook Fans Time on Site
Better Valuation
Rev Growth % Print Clients Online % Non-Print Clients Product Lines Competition Operational Efficiency
ARPU
Average Revenue Per User
Digital Performance
industry overall market local competition
Hyper Local
Core Business
newspapers journalism communications advertising enable commerce
Staffing
& Workflow
reporting structure reduce operational redundancy
Publisher
Digital GM
Substantial % of comp tied to digital revenue & profit margin
Editor Ad Director
Comp tied to digital sales
Newsroom
Produce for print & online
Web writers
Vendors
Integrated Marketing
Print, Web, Social, Mobile, Event
AD ops
Online inventory Ad server, scheduling Inventory mgmnt
Newspaper
Editor
Web Editor
Web Writers
Content Partnerships Indie Bloggers, Freelance
Newsroom
cost
Reduction
cms platform content research open source outsource
Regional Advertisers
Representing
Local Ad Network
Content / Editorial
Independent, Professional Journalists Photographers & Videographers Indie-news Orgs, Pro-am Bloggers Curators of Pubic Domain Data Community & Citizen Participation
Goal: Excellent news gathering/content gets fair and appropriate compensation. Tapping the explosion of hyper-local content.
MelTaylorMedia.com
11/4/2011
Unrealized
Revenue
Paywall for out-of-towners Ecommerce links Digital marketing services Tiered web pricing Events
Client Education
Client Education
Frenemy
Centro
Raised $22.5 million
expand sales force target mid-tier advertisers / agencies
Centro
Middle man Commoditize Hidden spread Less reliant on Newspaper
Primary Background
Building Profitable Business
Primary Responsibilities
Increase shareholder value Manage overall operations Drive top line growth Increase profit margin Build & manage digital platforms Drive online traffic Content & tech development
VP Digital
Traditional Sales
Sell traditional inventory Sell web inventory (secondary goal) Manage sellers
Prefer to sell traditional Limited or no web sales training No web business model experience Compensation favors traditional sales
Prefers traditional content development Thinks only brand extension strategy Limited or no web development training No web business model experience Prefer selling traditional Limited experience selling web Limited or no web sales training Compensation favors traditional
Traditional Media
Traditional Sales
TOP 10
Web Revenue Mistakes of Local Media
1. Management, Owners & CEOs Lack Specialized Web Training
Staff Training
SNPAdigital.com
Staff Training
SNPAdigital.com
Mel Taylor was far & away the best of the presentations.
Mel Taylors presentation was exactly what I needed!
MelTaylorMedia.com
267-625-5313 Mel@MelTaylorMedia.com