The purpose of the CMAA Digital Hub is to increase digital revenue opportunities for our members and to facilitate the publication of positive and faith based content which reflects core member values and uplifts their audience.

The CMAA Digital Hub brings together common digital platforms between it’s websites

• WordPress websites to easily facilitate the publication of content to members.
• Google DoubleClick For Publishers – a one common digital advertising management tool to make it easy for national advertisers to place adverts across all our websites. It also reduces the doubling up of workload and reporting.

Both WordPress and Google DFP are free platforms.

The purpose of the CMAA Digital Hub is to create positive content to share with your audiences, and to create sustainable revenue that can be invested back into your local organisations.  At the push of a button, any content you see here on this site can be syndicated to your WordPress website.  Content can either be published to your website Live or in Draft mode for you to decide whether to publish or not.

OUR OPPORTUNITY

Over the past year, cmaa stations have been working hard at building their online communities – Facebook in particular. In Australia mainstream media is producing some fairly nasty content and using social media to drive traffic to their websites. There currently is no media in Australia creating a safe digital space for their audiences – content they want to see, without the smut.

Our audiences are already telling us they want this content for us. Here is a graph that shows the number of website click throughs generated by our 5 cap city stations and Vision. Unfortunately as we don’t have any of this content available on our websites, we’re sending over 40,000 clicks through to external sites every month. If we had this content on our websites, we could drive all this traffic to our websites.

See examples of individual station’s website click-throughs from Facebook.

CONTENT

WHAT SORT OF CONTENT WILL BE SYNDICATED?

Posts that contain editorial, videos and photos will be syndicated to members websites. This content will be clean and positive and reflect the brand values of members. The type of content produced will be primarily targeted at a female aged 25-45 who is married with children. All the content published within this hub are examples of what you will see on your website.

Our aim is to create content to extend the time your audience spends interacting with your brand – instead of just listening to the radio in the car, we create an additional safe online portal for them to spend additional hours with. It’s about time spent engaging with your brand, not necessarily what device they are using.

In the beginning phase 5 pieces of content will be syndicated by CMAA. As revenue and number of members involved increasing, so will content production.

BEYOND DIGITAL HUB CONTENT

This content syndication tool can also be used to syndicate content around the stations from national shows like Hot 25 Countdown, Open House and Luke & Susie, faith resources or any other sort of content we share in common.

How we can use our content to lead people to Christ.

COMMON ADVERTISING PLATFORM

As well as making it easy for everyone to have access to positive content, we also want to make it easy for everyone to target as many advertisers as possible.

Google DoubleClick For Publishers is a free web ad-management tool for publishers who have fewer than 90million page impressions per month. DFP enables you to serve your own adverts as well as Google Adsense.

The one DFP account can manage adverts across multiple websites. This will enable station sales reps as well as Media Sales Australia to target advertising dollars from national advertisers, and also streamline workflow and reports.

REVENUE

REVENUE OPPORTUNITIES FOR MEMBERS

• Increased commercial digital revenue from advertising banners and client integrated content.
• Increased digital inventory (page impressions) for local sales team to sell.
• Increased visitors to the website who will then be exposed to listening to the radio station, and then becoming donors. This content will also act as external marketing content on social media, bringing new people to the brand who may have never heard of the station before.
• Earn sales commission from selling advertising inventory on other station’s websites.

REVENUE OPPORTUNITIES FOR CMAA

• Negotiated commission on advertising revenue earned from the websites and other client activity CMAA is involved in. Our aim is for 20% of digital revenue which in our forecasting is $158,234 per year. Calculation data here.
• Digital service fees from members who need help getting their websites ready and training on using WordPress.
• Digital service fees to help members with their websites on an ongoing basis – running competition plugins for increased web traffic, advice and creative solutions for advertisers, client integrated content, adding web links to member’s social platforms, production costs of designing web banners etc.
• Sales commission on advertising if CMAA is the one selling the advertising space.
• Syndication fees chargeable to organisations who want to use CMAA’s Digital Hub to get their content onto websites we syndicate to. Example: national shows, news providers who are charging members for their on-air content.
• Content subscription fees from organisations who want our Digital Hub content, but not advertising.

FORECASTING POTENTIAL REVENUE – More detail and graphs here.
Our goal of this Digital Hub is to create increased digital inventory (ad unit impressions) for our sales teams to sell.  To do this forecasting I have used a sample group of stations: Hope, Light, 96Five & Vision. All data is combined to maintain the privacy of individual organisation’s data.

Revenue forecasting is based on the assumption that advertising is sold at industry average rate of $30 per thousand impressions (CPM) and each page has 2 adverts.

WHERE WE ARE NOW & CURRENT POTENTIAL REVENUE

Over the past 12 months the 4 stations combined receive on average:

• 56,352 monthly unique visitors
• Each person visits the website 1.6 times per month (total average sessions of 89,495)
• During each visit, people generate 3.4 page impressions.
• 303,347 monthly page impressions (a potential monthly revenue of $18,200

 

 

WHERE WE WANT TO BE IN 12 MONTHS TIME

I like to be prudent when it comes to forecasting, so I see these targets as realistic  and achievable goals.

Monthly combined average from our sample group of stations

• 30% increase in monthly unique visitors taking us to 73,257 monthly unique visitors
• Each person visits the website 3 times per month (total average sessions of 219,771)
• Each person generates 5 page impressions per visit
• 1,098,855 monthly page impressions
• A potential monthly revenue of $65,931 or annually of $791,176.

After the initial 12 months, we would forecast growth in Unique Visitors by 2.5% per month.

POTENTIAL REVENUE SHARE OF REVENUE PER ORGANISATION

Based on potential annual revenue after 12 months of $791,176, here’s how the share of revenue might look.

• 20% sales commission to organisation who sold advertising inventory ($158,234 per year).
• 20% CMAA project management ($158,234 per year). See what this fee covers here.
• 55% to organisation whose website advertising displayed on ($435,147).
• 5% future development fund ($39,559).

CMAA’s fee could cover management of the digital hub process overall, production of content for members websites and management of advertising inventory which includes booking of adverts, delivery and reporting.

We also hope to reduce the reliance on the sector for purchasing digital service packages to fund CMAA employees.

COSTS

COST TO MEMBERS

It is our aim to provide content freely to member organisations in exchange for a share of commercial revenue generated from their website. There will however be some setup costs involved if CMAA needs to help get member’s website ready to receive content and advertising.

COSTS TO CMAA

By starting out small and growing as revenue starts coming in, the aim is to keep costs to a minimum.  As the hub revenue grows the aim will be to grow the CMAA digital team (content producers, ad-inventory co-ordinator, sales reps) where there is cost-benefit.

To date, to get the Digital Hub set up and ready to start facilitating content and advertising, it has only cost a few hundred dollars (excluding employee salaries).

IMPLEMENTATION TIMELINE

The DigitalHub infrastructure is all ready to go, the next steps now is to:

• have buy in from members
• sales teams prepared to sell digital advertising
• create inventory available to be sold

12 member radio stations are already on WordPress (some may need to be modified). An additional 6 radio members are launching WordPress websites in 2015.