Nachdem istlokal.de Ende letztes Jahr das “Betriebssystem für Lokaljournalismus” vorgestellt hatte, wurden inzwischen die ersten Blogs auf das neue Layout umgestellt. Sowohl die Blogs des Rheinneckarblog-Netzwerkes, wie auch die Tegernseer Stimme haben in den letzten Wochen das neue Design übernommen und in diesem Zuge auch die möglichen Werbeformen und Werbeplätze vereinheitlicht.
Bereits im Dezember hatte die Tegernseer Stimme einen ersten Test für feste “Premium-Werbepartner” erfolgreich beendet:
“Man muss neue Wege suchen, entwickeln und gehen”, sagt der Unternehmer Peter Posztos. Sein “Top-Sponsoren”-Programm war innerhalb von zwei Monaten verkauft: “Sieben Top-Sponsoren sind ständig präsent auf der Seite, dazu kommen die Partner sowie einzelne Werbeschaltungen.” Durch feste Budgets ist die geschäftliche Kalkulation sehr viel sicherer, planbarer und effizient.
Wie Peter Posztos gegenüber dem netzleser bestätigt, liegt der Grund für die Weiterentwicklung von “Partnerprogrammen” vor allem im Vertrieb begründet. Bei den meisten Programmen handelt es sich um Jahresbudgets, die für verschiedene Einbindungen gezahlt werden. Der Aufwand im Vertrieb kann so deutlich reduziert werden:
Premium-Partner-Integration im Header der Tegernseer Stimme
Spannend ist, dass inzwischen auch bei den istlokal-Blogs (neben klassischer Werbung) auf Branchenbuchmodelle als Erlösmodell gesetzt wird. Ähnlich dem klassischen Branchenbuch werden Unternehmen mit Artikeln, Bild und Infotexten präsentiert und so längerfristig an die Angebote gebunden:
Ähnliche Ansätze verfolgen inzwischen einige Lokalblogs. Vorreiter war wohl Meine Südstadt, die in den ersten 20 Monaten über 100 zahlende Partner gewinnen konnten. Auch die Prenzlauer Berg Nachrichten testen Partner-Programme.
Wer sich die Entwicklung der Tegernseer Stimme “live” anschauen möchte, hat dazu am 1. Februar die Chance. Auf Einladung des Bayerischen Journalisten Verbandes wird Gründer Peter Posztos in München auch über die Vermarktung sprechen.
—
Ich schreibe es immer dazu und so auch dieses Mal: Ich bin Mitgründer der Tegernseer Stimme aber seit einiger Zeit nicht mehr im Tagesgeschäft dabei. Ich stehe aber nach wie vor beratend zur Seite.
Weitere Artikel auf netzleser:
- Tegernseer Stimme: Der Gründer im Radiointerview zu Redaktions- und Geschäftsmodell Peter Posztos von der Tegernseer Stimme hat gestern Abend ein interessantes Interview bei Radio Alpenwelle gegeben. Im Interview geht er auch auf die Fragen nach Umsatz und redaktioneller Arbeitsweise der Tegernseer Stimme ein. Zusammengefasst sieht...
- Tegernseer Stimme: Lokal wird Online wird Print *update vom 12. April 2011* Das Print-Magazin ist inzwischen verteilt. Anschauen kann man es sich unter folgendem Link: Tegernseer Stimme Magazin als PDF Für einen Lokalblog sieht das Magazin sehr professionell aus. Und durch die...
- Lokalblogs als Printausgabe: lohnt sich das?
Peter von der Tegernseer Stimme im Interview Die Tegernseer Stimme hat in diesem Monat bereits zum zweiten Mal ein gedrucktes Magazin rausgebracht. Das Magazin wird kostenlos in einer Auflage von 16.000 Stück an die Haushalte im Tegernseer Tal und an Verteilstellen (Rathäuser,... - Tegernseer Stimme: Community mit hohem Frauenanteil Die Tegernseer Stimme hatte vor einigen Tagen den 2.000 ‘ten Facebook-Fan gefeiert. In einem Artikel gibt man einen sehr interessanten Einblick in die Struktur der Leser. Etwas überrascht hat mich ehrlich gesagt, der mit 53%...
- süddeutsche.de wechselt Vermarkter: Klasse statt Masse sueddeutsche.de heißt jetzt süddeutsche.de und hat mit dem letzten Relaunch-Schritt auch den Vermarkter gewechselt. Seit 1.1.2012 wird süddeutsche.de von iq Media Marketing vermarktet und ist damit unter dem Dach eines der vielversprechendsten Netzwerke im deutschen...
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