The Washington Examiner Rises from the Ashes of Newsprint
And by the way, some of the people we're exposing these products to may never come to our website or ever see our magazine. What I'm trying to do is find different touch points on how we can move our content into people's hands -- people who are either deeply political at a grass-roots level, or they run campaigns or think tanks, or they're academics, or they're teaching political theory. There's a whole gamut of people involved in the cycle of public policy issues and politics, and they all have their favorite [media outlets].
What are you seeing in terms of revenue with those different platforms?
My revenue model has about five buckets right now. There's online and print advertising, sponsorships, events, and we're starting up ecommerce. And the biggest one is the opportunity that every media company in this country is looking at, which is media services like custom publishing. We call ours "marketing services," and it's very profitable for us.
We've got some major corporations, some associations, some lobbying groups, and they come to us and say, "We have this particular challenge," and we can build a program [for them] from scratch. I'm talking about events across the country, or a series of events broadcast nationwide. We can do white papers, we can do press releases -- all of that. We'll package whatever we need to do to help a client, almost like an agency. That's one of our biggest growth areas, and we're out of the gate with that.
What was the most difficult part of the Examiner's brand repositioning?
Actually, we're not done yet -- we're still pivoting. But the most difficult part is the strategy. We knew it was going to take about 15 months to do the total rollout, and we're still in that process. So I would say having the patience to stick with it. You always want to evolve, but we're doing some massive evolution.
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Dan Eldridge is a journalist and guidebook author based in Philadelphia's historic Old City district, where he and his partner own and operate Kaya Aerial Yoga, the city's only aerial yoga studio. A longtime cultural reporter, Eldridge also writes about small business and entrepreneurship, travel, and the publishing industry. Follow him on Twitter at @YoungPioneers.