Transforming Radios Business Model With Multiple Revenue Streams
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This document discusses strategies for transforming radio's business model, including generating revenue from multiple streams. It outlines plans to remain the dominant local audio company and make content available across digital platforms to monetize them. Programs like Mass2One and VIP are helping to engage listeners and increase engagement. The Save on the Lot initiative provides auto dealers with local advertising solutions. Community portals are being expanded to other markets to provide local information and attract desirable demographics.
Transforming Radios Business Model With Multiple Revenue Streams
- 1. Transforming Radio’s Business Model with Multiple Revenue Streams April 21, 2009
- 2. GAP West
- 3. GAP
- 4. Company Mission and Vision Statements Mission By employing and developing great talent and creating the best local media workplace , we will engage our listeners with compelling entertainment and information, and become the premiere local ad solutions provider for our clients Vision By becoming the dominant local media company , we will lead and succeed in all measures, including revenues, profits and positive impact on our communities
- 5. GAP Strategy Remain dominant local audio company in all our markets Protect and grow existing station brands Make content available across multiple digital platforms Monetize all platforms Become dominant local digital company in all our markets Leverage “megaphone” to cross-promote local digital properties that are unaffiliated with station brands Enable existing sales force to sell full portfolio of products / services
- 6. Mass2One / VIP Programs Listener rewards program that superserves core listeners Similar to frequent flyer clubs, grocery reward cards Company-wide database over 125,000 members after less than a year Page views on VIP sites have increased to 7 million per month on companywide basis, up 71% since September ’08 Fall Ratings up 5-8%, depending on demo Groupwide collective contest has generated over 135,,000 entries in the first three weeks; VIPs have spent over 20 million points to enter
- 7. Save on the Lot Provides bundle of products that help local auto dealers sell cars on the internet Dealers benefit from a locally-promoted auto portal at a lower cost than “portal only” competitors such as cars.com and autotrader.com SOTL is promoted by all markets as a single URL One database of inventory Inventory and ads target locally Provides a suite of features that give greater insight into inventory performance and management “ Smart Post” tool enables dealers to populate 7 different ad formats into free sites such as Craigslist All results are aggregated under a single report suite
- 8. Save on the Lot Sales launches conducted in 12 markets since February 8 markets are running “tease spots” 4 markets are live Promotional campaign includes print ads (see ad to the right), TV ads and radio $200,000+ closed since February 2009 Cars are selling and affiliate interest is growing
- 9. Community Portal Overview Archstream acquired Dallas-based Pegasus News in December 2008 from Fisher Broadcasting Pegasus News is a lifestyle oriented community portal Brings exclusive content to the market through offbeat stories that traditional media does not cover Largest database of local restaurants, bands, events and hyper-local neighborhood news attracts desirable local demographics Over next 18 months Pegasus News will be re-named and rolled out in many of our GAP / GAP West markets as freestanding community portal promoted by the stations Eventually will create affiliate model that invites third-party broadcasters to align
- 10. Source: Quantcast/Omniture #1 Entertainment Portal and 5 th Most Viewed Site in Dallas
- 11. Features Easy-to-use Content Management System interfaces with outside content partners to seamlessly publish to the site I-phone app was the first in Dallas Has been downloaded more than 30,000 times Adds attractive GPS component to offering “ The Daily You” feature customizes content for user based upon their content consumption patterns
- 12. Audience Two primary demographic clusters 25 – 35: young professionals; first-time home or condo owners; starting to pay taxes and care about local news, but still go out for lots of dining / entertainment 34 – 45: largely suburban parents concerned about schools, neighborhood, etc. 18 – 34 represents 27% of user base; 18 – 49 represents 71% 52% male / 48% female 59% greater than $60K income; 27% greater than $100K income Very low duplication with traditional media sites Less than 18% with television sites Less than 38% with major newspaper sites Indexes above average for minority households