The 7 deadly sins of the traditional print publisher.

Drew FortinMarketing Director, Digital ProductsPennySaverUSA

dfortin@pennysaverusa.com@fortin on Twitter

Isaac TaylorProduct Manager, PowerSitesPennySaverUSA

itaylor@pennysaverusa.com

…the reason newspapers are in trouble isn't that they aren't making lots of money -- they still are...but that their business models and payroll depend on so much more money.

-Derek Thompson of The Atlantic

1962 Mission – Connect buyers with sellers.

It’s still a

$20B industry

State of Local Business Marketing

•28% of SMBs’ marketing budgets still go to direct mail

•$23.4 Billion 2011 Global Yellow Pages Revenue

•New services are primary digital growth drivers over established Internet platforms

•Investment shifts to digital products are critical to any return on growth

And it’s

NOTgoing away

Digital Means Good Things For Advertisers

83%Of consumers research online before shopping in-store.

- Pricewaterhouse Coopers March 2012 Report

Digital Means Good Things For Advertisers

ROIAnxietyRelief

Digital Means Even Better Things for Publishers

21%Of newspaper revenue from digital ads by 2016.

- eMarketer January 2012 Report

Digital Means Even Better Things for Publishers

7 Deadly Sins

Wrath

ExtremeAnger

Lessons From The 3-Pointer

Photo Credit: billaday

"People will say, 'You're putting the little man back in the game,' and that's good.“

– Ed Steitz, inventor of the 3 point shot

Take a serious look at the competition… •What do you have that they don’t?• Localized products• Targeted traffic• Loyal readers• Relationships• Brand voice and assets

• What do they have that you don’t?• Traffic/Users

Digital Anger Management 101

Envy

resentful longing aroused by someone else's possessions, qualities, or luck

Look forward.

“Until recently, the holy grail was summed up in two words: replacement revenue. Now the jig’s up. No matter how fast you shovel digital dirt into the chasm of print loss, you can’t recreate the past; you can’t fill the hole.” –Ken Doctor

Pride

feeling of pleasure from one's own achievements

We all need to adapt.

“it’s not the strongest that survives. Or the most intelligent that survives.  It’s the species that is most adaptable to change.”

- Darwin

• Bundle products together

• Use digital to create sticky

customers

• Constantly test new products &

pricing

• It’s okay to fail, but fail fast

Gluttonyhabitual eating to excess.

Spread the risk & improve advertisers’ results.

Don’t Go The Way of MySpace

GreedIntense & selfish desire for wealth or power.

Lessons from the Long Tail

Reven

ue

POTENTIAL CUSTOMERS

Small pool of print customers that account for majority of revenues

Larger pool of potential online customers but each with lower revenue potential

Lust

A very strong desire.

Mom and Pops are, and will continue to be where our margins are.

Mom and pop shops are like rabbits. They’re small, but when you get enough of them together an elephant will seem small in comparison.

SlothNot adapting to change because of pride can be bad.

Being slow to adapt because of slothfulness can put you in an equally bad position

Reluctance to work or make an effort; laziness

By being quick to adapt and by pushing hard early on you will gain the advantage you need over your competition!

It’s really not about digital…it’s about your customer

Take a serious look at the competition

Create new revenue streams

Marketing or bust!

Diversify & bundle with digital products

Stay focused on the end game

Hunt bunnies, not elephants

Use your size to your advantage

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Now is a GREAT time to start!

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We’re giving away 25 FREE PowerSite setups to everyone who signs up to sell PowerSites by May 31st.

The other guys:$500+ Typical Setup FeeX25 Websites$12,500

PowerSites:$50 PowerSite Setup FeeX25 PowerSites$1,250

The other guys:$500+ Typical Setup FeeX25 Websites$12,500

$$$

Thank You!

Drew FortinMarketing Director, Digital ProductsPennySaverUSA

dfortin@pennysaverusa.com@fortin on Twitter

Isaac TaylorProduct Manager, PowerSitesPennySaverUSA

itaylor@pennysaverusa.com