Here’s a roundup of some ways that community news publishers have diversified their revenue streams beyond display ads and grants…
Recently on the Block by Block resource network website, Sally Duros discussed how hyperlocal sites are rethinking their approach to local online advertising.
According to Duros, some hyperlocal sites are changing how they price and position online ads.
For instance, David Boraks, founder and editor of two hyperlocal sites in North Carolina, discussed how his sites simplified their ad value proposition and pricing by selling all ads across the entire site. Previously they’d offered separate rates for section-specific runs such as ads on the front page, the inside page, the health and fitness page, etc.
“We had four dozen ad slots across the site and about as many prices. It just got so complicated,” Boraks told Duros. “Most advertisers wanted to be on the front page.”
Now Davidson.net and its sister site Cornelius.net sell ads by size and page position, not by section. According to their media kit, “Ads run on every page of the site and will rotate within like ad slots. A minimum of 30,000 impressions guaranteed per month.”
Boraks said their ad are prices are determined by working backward from how much revenue the site needs to earn each month, in order to meet operational expenses. “If we sell 60% of ads on the site then we are at break even. Everything above that is profit and below that we are in the red a little bit,” he told Duros.
Duros also discussed how the Connecticut-based site CTNewsJunkie is taking a different approach, by offering advertisers more premium options—including site takeover, a “big block” 300×600 banner slot, geotargeted ads, and exclusive advertising in their e-mail blasts. But like Davidson.net, they also sell ads on a run-of-site basis.
Meanwhile, Nieman Journalism Lab recently covered how Technically Philly (a news startup covering the Philadelphia tech and startup scene) is earning substantial revenue from events and other elements in a diverse revenue strategy:
Technically Philly’s flagship event is Philly Tech Week, an eight-day conference that’s free for tech companies to participate, and for attendees. According to Nieman Journalism Lab, all revenue comes from event sponsors. In April 2012, the second Philly Tech Week drew more than 10,000 attendees—more than double the inaugural 2011 conference.
Technically Philly cofounder Brian Kirk told Nieman that he estimates this year about 40% of their revenue pie will come from events. Consulting will supply a further 40%. And advertising and grants will supply only about 10% each. In contrast, in 2011 events delivered only about 12% of Technically Philly’s revenue.
Technically Philly also partners with local institutions and organizations for this conference, such as Temple University’s new Center for Public Interest Journalism, the Wharton School of Business at the University of Pennsylvania, and the Science Center (which provides lab and office space for local businesses). Several partners provided venues for conference events and other services, in addition to funding.
Technically Philly is a niche site with a geographic slant, which may position it better than more typical hyperlocal community news sites in terms of running events. However, community news publishers might consider partnering with local niche news sites on events. In most cases there’s probably enough common interests and potential mutual benefits to make it worth trying.
Crowdfunding for specific hyperlocal coverage has received mixed results, but it can be a revenue stream worth pursuing. For example, Charlottesville Tomorrow recently ran a successful Kickstarter campaign which slightly exceeded its goal to raise $7000 to fund development of 3D online models to help local residents understand the implications and impact of a planned major highway project.
But crowdfunding isn’t easy. Homicide Watch DC is a community news site that decided to turn to Kickstarter to fund a one-year student reporting lab. Editor Laura Amico recently explained on the Block-by-Block Facebook page what this sort of effort requires:
“It took us about six weeks to get from ‘let’s pitch on Kickstarter’ to having a pitch up. I think it’s a much longer, more involved process than many people realize,” she said. “It took us several rounds of edits (on rewards and the video) to get approval. We tried a Kickstarter campaign to fund our year-in-review package but couldn’t get approval for it, so I went ahead and did the package without funding.
“In short, my advice is this: plan early, plan often, submit early and be prepared to revise. We launched our new campaign at 6:30 p.m. last night and so far have raised $7,581, which is 18% of our goal.”
Mobile: the next revenue frontier. So far few community news sites have experimented with revenue from mobile ads or services, beyond running ads on their mobile sites or apps supplied by networks such as AdMob. There’s ample potential for community publishers to capitalize on the mobile market, and I am currently researching that topic to for my session on mobile monetization in at Block by Block 2012 next month. If you have ideas or examples of mobile revenue options for community publishers, please e-mail me.
The News Leadership 3.0 blog is made possible by a grant to USC Annenberg from the John S. and James L. Knight Foundation.