Syndicated multimedia content that commands higher advertising rates -- at no cost to you
Our vision
The future of content is multimedia, multi-platform and on-demand. It combines the power and immediacy of audio and video, the depth and analysis found in the best print publications and the breadth provided by aggregating links to supplementary content. It taps the power of the community, allowing the audience to also contribute content and commentary. It is staffed with best-of-breed writers, editors, reporters, videographers and graphic designers. It has a robust multimedia tool chest and uses those tools in the most appropriate way to tell the story.
Our value proposition
TreeHouse Media Project will provide your newspaper with high-quality multimedia content that keeps visitors on your sites longer and increases your ad revenue: Ads accompanying professional-quality video can command CPMs (cost per thousand) of $25 to $35, equivalent to broadcast television.
If the newspaper industry can figure out a way to let national advertisers make a single newspaper buy, it will make an important contribution to its own well-being. Agencies do not seem to be filling the void, but the need is there and it is something we consistently hear about from advertisers.
How the syndication model works
The syndication model is similar to that of Parade and USA Weekend magazines. TreeHouse Media provides you a multimedia content package for each channel weekly. You pay nothing. You incorporate the content into your website. We share ad revenues generated by the package on your site.
The videos will be embedded with pre-roll and/or mid-roll advertisements; the text packages will have the sponsor’s logo.
Newspapers will have exclusivity to our content within their metropolitan area. They will be permitted to keep the content on their sites for up to one month, after which it will be archived on TreeHouse Media’s sites.
Advertisers want to reach your website visitors
With the fragmentation of media and the increasing use of commercial-skipping digital video recorders, it has become increasingly difficult for advertisers to target the mass audiences they once reached through prime time television.
Newspaper websites provide advertisers large, influential and affluent audiences: the nation’s newspapers reached more than 74 million monthly unique visitors on average in the third quarter of 2009, nearly 40 percent of all U.S. Internet users.
Why video?
Nearly 87 percent of the U.S. Internet audience watched web videos in December 2009.
Online video ad spending increased 38% in the first half of 2009, even while overall Internet advertising revenue dropped 5%. eMarketer estimates spending on online video advertising grew 41%, to $826 million, for the entire year. By 2013, eMarketer predicts, the market will more than quintuple to $4.6 billion.
Launching September 2010
Practical Green is a consumer’s guide for lazy, cheap environmentalists. We will debunk bogus “green” claims and identify green products that: work at least as well as regular alternatives; are cost-competitive (max 5% to 10% more expensive) and are readily available through retailers.
Target audience: the 62% of the U.S. who are environmentally-sensitive but don’t take the “green” choice unless it is convenient and does not cost much more than the alternatives.
The Small Business Channel will provide case studies, product reviews and best practices to help entrepreneurs run their businesses more profitably and efficiently. (E.g., Too Many Hats – An intervention to help an overburdened business owner choose between core functions and tasks he should outsource.)
Target audience: 14 million home-based businesses and 8 million small businesses with less than 100 employees.
Channels under development
The Guy Channel is a guide to looking good, living well and getting the girl.
Target audience: Men 18-44.
Sample segment: Bachelor Gourmet, a cooking instruction show that will enable guys to go beyond the microwave, eat healthier and romance their dates.
American Agenda: Features and analysis on national trends and public policy. We will offer different perspectives on issues of the day, cover neglected stories and evaluate the actual consequences of public policy (e.g., health care reform) after the partisan shouting has faded.
Concierge: Highlighting the best in the arts, music, movies, TV and books, featuring interviews and reviews.
