Nestle - Zaka (42)
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Transcript of Nestle - Zaka (42)
8/8/2019 Nestle - Zaka (42)
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INQ7 Interactive Inc.
Money and online media:Money and online media:
The INQ7 experienceThe INQ7 experience
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INQ7 Interactive Inc.
P
rofileP
rofile
� Joint venture between top newspaper (Inquirer) and top television network
(GMA-7)� 35-41 million pageviews per month; 21
million unique visitors per month; 90,000SMS alert subscribers
�70% of audience is overseas, mostly fromthe US
� Top sections are homepage,entertainment, breaking news, and
national headlines--in that order usually
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INQ7 Interactive Inc.
INQ7 news deskINQ7 news desk
� 7 reporters
� 5 full-time editors
�
12 technical personnel� Full number of employees: 43
� Wire agency style operation
� Daily volume: Around 150 stories, 12 video clips
�
Breaking news frequency is generally twice per hour. Near real-time during coups and other emergencies when running account is used.
� Wire feeds: AP, AFP, XFN-Asia, Reuters, Inquirer,GMA-7
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INQ7 Interactive Inc.
What pays for all this?What pays for all this?
� 50% RP-based advertisers
� 35% US-based advertisers
� 15% Syndication, SMS, and other revenue� Advertising revenue has grown an
average of 100% each year for the pastthree years. Main driver for revenue
growth
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INQ7 Interactive Inc.
Implications on editorialImplications on editorial
� Pressure to run press releases of advertisers
� Pressure to create content that ³sells´
� Homepage and inner pages become battleground between
sales and editorial in terms of ad space� Newness of medium means less awareness of church-state
division
� Projects without a clear upside for advertisers receive lesspriority
�
The short of it: The more things change, the more they staythe same.
� No threat of an ad boycott«so far
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INQ7 Interactive Inc.
ResponsesResponses
� Salespeople told that they cannot promise pressreleases as part of ad packages and that thesite¶s editorial credibility is the key to highreadership
� Express and mobile editions of site that havefewer ads. These are the editions used in high-traffic situations.
�
Exploring paid subscription model as option for readers who want no ads at all
� Editorial OK required for certain types of richmedia ad campaigns
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INQ7 Interactive Inc.
SummarySummary
� Advertising appears to be the most promisingbusiness model online to date for news sites.
�
Such a business model results in online mediaoutfits facing the same problems as traditionalmedia counterparts that also depend heavily onadvertising.
� Editorial¶s best defense is to educate sales on
good editorial practices and explain to them thatkeeping to these practices will result in long-termviability.