#MarketBriefing: ‘80% of digital revenue comes from your loyal audience’

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Eighty per cent of a typical news site’s digital revenue comes from their loyal, returning audience, those the publisher has an email addresses for, with 20 per cent of revenues coming from flyby users.

But 80 per cent of traffic comes from the flybys who generate the minority of the revenue.

The statistics, which are unlikely to come as a great surprise to many publishers, were shared at today’s ‘audience revenue tools for online publishers’ conference by Matt Shanahan, SVP strategy for Scout Analytics, one of the data tools discussed at the event.

Shanahan talked of the positives and negatives of revenues from print versus digital.

He said the main difference is that print is based on “distribution” whereas in digital, publishers get paid for “usage”.

Outlining the negatives of shifting to digital, Shanahan said publishers can expect “to chop in half” revenues. Meanwhile, there is a need to sell more ads, he said.

One of the many positives, Shanahan said, is that with analytics “you know what people are reading”.

Shanahan therefore encourages publishers to focus on analytics and to segment the audience by revenue. Scout Analytics calls it “revenue-weighted behavioural segmentation”.

A publisher should:

  • Look at what editorial is generating the most ad revenue
  • Ask ‘can readers be converted to subscribers?’
  • Look at what usage profiles have most event revenue potential
  • Look at audience development and what sources have the highest lifetime value

He says those who dig into the data in this way can “grow revenues by 200 to 500 per cent”.

“An anonymous audience is an anchor,” Shanahan said, explaining the value that comes when a publisher has an email address for a reader.

He showed statistics to demonstrate how a registered audience will “always be much smaller in number” but showed how they generate far more revenue for the publisher.

Shanahan said that “even if you have a registered user it doesn’t mean they come everyday”. But if you have their email address, you still get to market to them.

And loyal readers have the same conversion rate as those who do visit the site every day, he said, when marketing daily deals by email, for example.

Knight News Challenge 2012 ‘networks’ winners to be announced later today #newschallenge #civicmedia

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The winners of the first Knight News Challenge round for this year are due to be announced later today, under the “networks” theme.

Journalism.co.uk reported last year that the Knight Foundation was to continue its News Challenge project beyond the initial five-year experiment, and was to offer it three times a year based on different topics.

The project – which awards up to $5 million a year for “breakthrough ideas in news and information” – is running the first round under the banner of “networks”, with the winners due to be announced from 1pm (Eastern Time) today.

A livestream of the MIT-Knight Civic Media Conference where the winners will be announced can be viewed at this link.

The second News Challenge which is focused on data and is open until 21 June, is “looking for new ways of collecting, understanding, visualizing and helping the public use the large amounts of information generated each day”. The contest will announce the winners of the third round in September and more information on the third challenge will be announced later this year.

#newscycle – day 11, Hobro to Frederikshavn

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Day 11 of @journalismnews owner @johncthompson‘s epic 11-day ride from Brighton, UK to Oslo, Norway in aid of @JournoCharity (Journalists’ Charity), @CR_UK (Cancer Research UK) and @GistSupportUK.

Journalists – watch the video and listen to the audio about the great work of the Journalists’ Charity. And learn more about my ride.

I will be braving hills, rain, wind, punctures, sore muscles etc so please make it worth my while by sponsoring me as generously as you can afford.

Today’s ride covered 71 miles with 1314 feet of climbs. Tonight it’s the overnight ferry to Oslo then a short ride to my brother’s house – all done!

#newscycle – day 10, Kolding to Hobro

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Day 10 of @journalismnews owner @johncthompson‘s epic 11-day ride from Brighton, UK to Oslo, Norway in aid of @JournoCharity (Journalists’ Charity), @CR_UK (Cancer Research UK) and @GistSupportUK.

Journalists – watch the video and listen to the audio about the great work of the Journalists’ Charity. And learn more about my ride.

I will be braving hills, rain, wind, punctures, sore muscles etc so please make it worth my while by sponsoring me as generously as you can afford.

Today’s ride covered 92 miles with 3291 feet of climbs.

#newscycle – day nine, Schleswig to Kolding

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Here’s a video from today;

Day nine of @journalismnews owner @johncthompson‘s epic 11-day ride from Brighton, UK to Oslo, Norway in aid of @JournoCharity (Journalists’ Charity), @CR_UK (Cancer Research UK) and @GistSupportUK.

Journalists – watch the video and listen to the audio about the great work of the Journalists’ Charity. And learn more about my ride.

I will be braving hills, rain, wind, punctures, sore muscles etc so please make it worth my while by sponsoring me as generously as you can afford.

Today’s ride covered 73 miles with 1774 feet of climbs.

#newscycle – day eight, Hamburg to Schleswig

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Day eight of @journalismnews owner @johncthompson‘s epic 11-day ride from Brighton, UK to Oslo, Norway in aid of @JournoCharity (Journalists’ Charity), @CR_UK (Cancer Research UK) and @GistSupportUK.

Journalists – watch the video and listen to the audio about the great work of the Journalists’ Charity. And learn more about my ride.

I will be braving hills, rain, wind, punctures, sore muscles etc so please make it worth my while by sponsoring me as generously as you can afford.

Today’s ride covered 75 miles with 1022 feet of climbs.

Here’s a video from today:

MSN UK study release: Quarter of respondents ‘overwhelmed by the volume of news each day’

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MSN UK recently commissioned a survey of 2,000 people (carried out by OnePoll) which looks at audience behaviour in certain news situations, as part of its Best of Now marketing campaign.

The findings including looking at the sources people turn to for breaking news coverage. This found that the majority (40 per cent) of respondents (who were able to select more than one answer), chose online news sites as their source. This was followed by newspapers with 30 per cent and social media with 20 per cent of respondents.

The survey also asked what news sources were most trusted by respondents, which saw broadcast television and radio come top with 43 per cent, followed by online news sites with 19 per cent, newspapers with 15 per cent and magazines with 9.1 per cent. Social networks were named as most trusted by just under five per cent.

A quarter of respondents highlighted in the survey that they can be “overwhelmed by the volume of news each day and demand quality, not quantity”, according to a press release. And when it comes to time spent consuming news, with the survey finding that on average 10 years ago respondents felt they would spend around 10 minutes a day consuming news, compared to an average of 15 minutes today.

#newscycle – day seven, Bremen to Hamburg

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Day seven of @journalismnews owner @johncthompson‘s epic 11-day ride from Brighton, UK to Oslo, Norway in aid of @JournoCharity (Journalists’ Charity), @CR_UK (Cancer Research UK) and @GistSupportUK.

Journalists – watch the video and listen to the audio about the great work of the Journalists’ Charity. And learn more about my ride.

I will be braving hills, rain, wind, punctures, sore muscles etc so please make it worth my while by sponsoring me as generously as you can afford.

Here are some tweets from today:

Today’s ride covered 68 miles with 764 feet of climbs.

Final tally 65.5 miles completed in six hours.

Pleasant riding today but not all on cycle paths. Still surprisingly cool – I’m told some bad weather may be on its way down the line.

Long night’s sleep in Bremen hostel. Some noise, Euro related but barely stirred. Entry into Hamburg involved weird tunnel with car lifts and much ducking and weaving past construction works etc. Hotel in Hamburg again by train station but much more laid back with bars and restaurants nearby.

Another day of cycling in Germany tomorrow, then it’s on to Denmark – the final country before Norway.

Here’s a video from today:

#newscycle – day six, Freren to Bremen

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Day six of @journalismnews owner @johncthompson‘s epic 11-day ride from Brighton, UK to Oslo, Norway in aid of @JournoCharity (Journalists’ Charity), @CR_UK (Cancer Research UK) and @GistSupportUK.

Journalists – watch the video and listen to the audio about the great work of the Journalists’ Charity. And learn more about my ride.

I will be braving hills, rain, wind, punctures, sore muscles etc so please make it worth my while by sponsoring me as generously as you can afford.

Today’s ride covered 75 miles with 871 feet of climbs.

Final tally 73.72 miles in 6 hours 22 minutes.

My route today was mostly quite pleasant although nothing outstanding. Some road riding today where cycle paths stop which makes me feel slightly vulnerable now even though the roads are quiet. Amazing how quickly you take good cycle paths for granted and I will miss them back in the UK.

So far Belgium still top of my list for best place to cycle for good scenery etc.

Note to bikeroutetoaster: another ‘short cut’ today was unrideable – you cannot cycle across sand! Fortunately short and walkable although always causes me anxiety in case ‘off road’ parts might stretch for miles.

Managed a quick coffee break today although later than I had hoped. Arrived Bremen in good time. Area of hotel seems to have a lot of, err, independent cinemas which is surprising in this age of the Internet.

So glad to have arrived early to avoid the worst of the wildlife. Hostel tonight – basic but more than adequate and cycle friendly.

Slept long and soundly apart from what I presume was football-related shouting and some nearby noisy residents.

Here’s a video from today:

#newscycle – day five, Arnhem to Freren

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Day five of @journalismnews owner @johncthompson‘s epic 11-day ride from Brighton, UK to Oslo, Norway in aid of @JournoCharity (Journalists’ Charity), @CR_UK (Cancer Research UK) and @GistSupportUK.

Journalists – watch the video and listen to the audio about the great work of the Journalists’ Charity. And learn more about my ride.

I will be braving hills, rain, wind, punctures, sore muscles etc so please make it worth my while by sponsoring me as generously as you can afford.

Here are a few tweets from today:

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Today’s ride covers 89 miles with 880 feet of climbs.

Final total 89.26 miles completed in 7 hours 36 minutes.

Wildlife spotted: hare, red deer (wild this time), red squirrel, lapwings, oyster catchers.

A long and muggy ride, plus canals, which meant flies, flies, flies. Flies in the eyes, flies in the ears, flies in the mouth.

I need one of those beekeeper hats.

Other annoyances: itchy head under the helmet syndrome. Sometimes exacerbated by… flies.

Completed in good time (for me) though, aided by caffeine and cake around the 60 mile mark.

Hotel by a lake in Freren was lovely although its wifi was all but useless. Tesco mobile have cut me off for spending too much on data roaming this month so having a comms nightmare now.

Waitress unimpressed by my iTranslate app…

Half way done now.

Here’s a video from today: