Immer wieder werden Lokalblogs als reine Liebhaberprojekte kleingeredet. Dass das längst nicht auf alle Lokalblogs zutrifft zeigt ein Blick in das Tegernseer Tal, wo der momentan finanziell erfolgreichste mir bekannte Blog herkommt. In der Pressemeldung zur Gründung von istlokal.de wurden nun zum ersten Mal offizielle Zahlen zur Tegernseer Stimme verkündet:
Seit April 2010 betreibt er (Peter Posztos) mit einem mittlerweile neunköpfigen Team die lokale Nachrichtenseite tegernseerstimme.de. Auf Basis der lokal eng begrenzten Plattform erwirtschaften er und sein Team Umsätze von bis zu 10.000 Euro pro Monat.
Die Umsätze werden bei der Tegernseer Stimme über Online-, Print- und Facebookwerbung erzielt. Inzwischen wurde bereits die fünfte Printausgabe gedruckt und kostenlos verteilt. Etwas mehr als die Hälfte der Umsätze erzielt die Tegernseer Stimme mit der Druckausgabe.
- Online-TKP von rund 5 Euro -
Selbst wenn man 60% der Umsätze der Printausgabe zuschreibt, werden aber immer noch stolze 4.000 Euro ONLINE-Umsatz mit 1.500 täglichen Lesern erzielt.
Ohne die exakten Zahlen zu kennen, kann man trotzdem folgende grobe Rechnung anstellen: Die Tegernseer Stimme kommt auf ca. 45.000 Leser/Monat (1.500 Leser x 30 Tage) und auf ca. 112.500 PIs/Monat (45.000 x 2,5).
Um jetzt noch auf einen halbwegs realistischen TKP zu kommen, habe ich mir die Werbeplätze auf der Startseite angeschaut. Ergebnis: aktuell stehen 7 Werbepartner auf 7 unterschiedlichen Werbeplätzen. Dazu kommen noch Veranstaltungshinweise und kurzfristige Werbeaktionen auf Facebook. In einer einfachen Rechnung ergibt das einen TKP von rund 5 Euro: (In der Realität ist der Preis, den die Werbepartner für eine einzige Anzeige bezahlen, sicherlich geringer, da die angesprochenen Veranstaltungshinweise etc. natürlich auch etwas Umsatz einbringen. Zur groben Orientierung reicht das so aber aus.)
4000 Euro / 7 Werbeplätze = 571 Euro pro Werbeplatz pro Monat
(571 Euro / 112.500 PIs) x 1.000 = 5,08 Euro TKP
Das sind Zahlen, die nicht sofort in Jubelschreie ausbrechen lassen. Das sind aber auch Zahlen, die weit weg von Hobbyprojekten sind und vor allem sind das Zahlen, von denen viele Lokalzeitungen – rein auf ihre Onlineumsätze bezogen – wahrscheinlich nur träumen können.
- Seit 6 Monaten wird vermarktet: Lokale Werbepartner statt Restplätze -
Spannend sind die Zahlen vor dem Hintergrund, dass erst seit Mai dieses Jahr überhaupt Anzeigen auf der Tegernseer Stimme verkauft werden. Von 0 auf 4.000 Euro monatliche Werbeeinnahmen innerhalb von einem halben Jahr ist durchaus vielversprechend. Von Start weg hat man bei der Tegernseer Stimme konsequent auf Restplatzvermarkter und Werbenetzwerke verzichtet und sich nach lokalen und langfristigen Werbepartnern umgeschaut. Zumindest laufen einige der aktuellen Anzeigen bereits seit rund zwei Monaten.
- Die Druckausgabe hat den Weg geebnet -
Der Start zum Anzeigenvertrieb wurde im im Frühjahr mit der ersten Printausgabe geebnet. Der Plan damals: Das Produkt über die Printausgabe bekannt machen und konsequent auf das Onlineangebot verweisen. Das dahinter viel harte Arbeit steckt, hatte Peter Posztos gegenüber dem netzleser schon im Mai 2011 beschrieben:
Die Kosten, die durch das Magazin entstehen sind gedeckt: Druckkosten, Vertriebskosten, Kosten für freie Mitarbeiter, Grafik und Satz. Wenn ich meine eigene Zeit mit einrechne, bleibt aber nichts übrig. Die Akquise von Anzeigenkunde ist ein hartes Geschäft. Im Gegenzug erreichen wir aber eine viel größere Relevanz in unserem Einzugsgebiet.
Klar ist trotzdem, dass 10.000 Euro Umsatz für ein neunköpfiges Team nicht ausreichen auch wenn es sich bei den Mitarbeitern natürlich hauptsächlich um Freie auf 400 Euro-Basis handelt. Klar wird aber auch, dass Lokalblogs nicht nur Liebhaberprojekte sind, wie es kürzlich in der TAZ stand. Klar sein sollte aber vor allem, dass der Münchner Merkur mit dem Onlineteil seiner Tegernsee-Ausgabe ganz sicher nicht auf diese Online-Umsätze kommt. Das geben 3 Restplatzvermarkter-Werbeplätze einfach nicht her:
—
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: 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...
- lokalnews.de: verlagsfinanzierter Lokalblog – Gründer Daniel Wildfeuer im Interview lokalnews.de war vor einiger Zeit der Buhmann in der (Hyper)Lokalblog-Szene und wurde von einigen als Tarnkappenbomber gegen die freie Presse betittelt. Der Grund war ganz einfach: Die in Passau ansässige lokalnews GmbH ist eine Mehrheitsbeteiligung...
- derwesten.de: erster Groupon für Lokalzeitung *update* *update* Inzwischen ist eine WESTDEAL-Anzeige auf der Startseite von DERWESTEN eingebunden. Leider noch etwas unscheinbar und relativ weit unten in der Sidebar. Einen redaktionellen Beitrag konnte ich bisher noch nicht finden. Aber es sind ja...
- 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,... - Das geht App!!! – ein bisschen zumindest Das klingt schon mal gar nicht so schlecht: 100.000 App-Downloads im ersten Monat. Wie sich die 100.000 Downloads auf Bild und Welt verteilen, will Axel Springer allerdings lieber nicht verraten. Ich gehe ja mal ganz...
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