Revamp, Remodel, Personalize!!

Sherry Lin, Ansa Edim, Jamie Neam, Christine Bequai, and Zenah Hasan

The Plan

Revamp mywashingtonpost.com!

Personalized homepages

Going Out Gurus and Post Points to the forefront

“Post Playback”

Personalize It!

• How?– Set up an account– Personalize with colors, news and events

important to you

• Why?Personalizing information attracts consumers to

a product by making it feel as though it is truly their own.

http://www.cardtrak.com/media/images/200801/08b.jpg

26% of DC residents

are 18 – 34

15 Million visitors each year. They

spend $5.24 Billion

Generation Y

•Most Influential

•Spending Power

•Strong Opinions

Drive-thru Approach:

•Clear, concise, Instantly accessible

•Information “Happy Meals”: blogs, podcasts,

mobile alerts

Facts!

Advertise IT!

• Video ads will exceed $7-billion by 2012

• 18.2% increase in online revenue this

year

• Average 232 million page views per month in 2007

• Display online ad Revenue grew 46% in 2006 & 16% in 2007

http://www.washingtonpost.com/wp-srv/cityguide/

Going Out Gurus

• City Guide – Day and Nightlife

• Re-PromoteCreate BUZZ

• Constant Updates

• Visit & Revisit

http://blog.washingtonpost.com/goingoutgurus/2008/07/restaurant_week_restaurants_an.html

Organize IT! Monthly Social Calendar

oPart of the homepage customization experience

oEvents suggested by the GOG – Add on to your own

calendar oOrganized and Unique

D.C. Restaurant Week

7:30 @ Zaytiny

a

Post Playback

• Integrate Video & Mobile Newsgathering

• “Post Playback” application on personalized homepage

• specific to the user’s interests

I) Short Attention Span• Quick Clips – Right to the Point homepage• 5 – 15 seconds

II) Capture Reader’s Interest Interior Page

III) Serious Readers Other Related Articles

Cell It!

• Distribute Camera Phones to Journalists • Allow Readers to Upload Videos

– Subject to Editorial Review

• Enhance Articles• Eyewitness Accounts• Reliable, direct coverage – Unfiltered News

– CNN’s i-report – Celljournalist.com

Cell phone Journalism

Reward It! - PostPoints

Reward It!PostPoints Program:

• new reader rewards program

• FREE!

• points - prizes

Reward It!Earn Points:

• personalizing page

• going to events

• adding applications, ex. calendar, Going Out Gurus

Reward It!Redeem Prizes:

• current PostPoints rewards

• meet/hang out with Going Out Gurus

Reward It!PostPoints Spot Partners:

• businesses partnered with PostPoints

• sponsor or advertise events to attract young adults

Cost/Benefit Analysis

• WPNI – Collection of websites / Fall into various

groups / operated separately – Majority of site = in-house

• Outsourcing appropriate parts

– “Cost” = Zero $0.00 – Advertising:

• Long – term impact user experience • Customization less negative impact

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2005 2006 2007 2008* 2009*

NewspaperPublishingDivision PrintAdvertising

WPNI

*projection