Washington Examiner CEO Lou Ann Sabatier & the Promise of Content Marketing Services
Lou Ann Sabatier joined the Washington Examiner when the conservative political tabloid was at a crossroads, facing massive digital upheaval and floundering legacy products. Brought on as CEO of the Examiner's parent company MediaDC, Sabatier was tasked with transforming the brand into a digital powerhouse and retooling the print product into a weekly magazine. Though the transition has been a difficult one and is in many ways ongoing, Sabatier sees a bright future for the Examiner, especially in the realm of content marketing services.
Creating custom content marketing for clients has proven to be a lucrative prospect for many media companies and is the fastest-growing revenue source for the Washington Examiner. Following Sabatier explains the allure of agency-like model:
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.
For more from Sabatier, including how the Examiner is leveraging its print product to support digital traffic, read: The Washington Examiner Rises from the Ashes of Newsprint.