Limerick Gazette

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 261: REVENUE Q20 Limerick Gazette, prior to commencing the survey, was aware that it would be necessary to frequently canvass members opinions during the design stage of its logo (which most members refer to as an icon. The primary purpose of this question was to ascertain if members were enthused by the idea and, if so, would they be tolerant of future canvassing on the Facebook group page. The vast majority of 166 respondents, 144 (86.7%) thought it would be a good idea for Limerick Gazette to create its own icon and this suggested to us that future canvassing would be tolerated.Ch 24: Section 30 CONCLUSIONS: SECTION 9/10 (REVENUE STREAMS) FIGURE 262: REVENUE STREAMS CONCLUSION 249

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLANAll the Revenue Stream ideas proposed in Sections 9 and 10 of the Main Survey proved acceptable to the vast majority of members with no proposal being rejected by any more than 80 rejections for Google Ads. Clearly then, this is the least popular proposal amongst members and is a matter for serious consideration before implementation. Resorting the idea in terms of highest scoring item we can get a priority list of what members want most and in what order from 1 to 19: FIGURE 263: REVENUE STREAMS POPULARITY Ch 24: Section 31 SURVEY MAIN CONCLUSIONSThe research for this strategic commercialisation plan was conducted in June 2016 using the Limerick History Gazette Facebook portal which has in excess of 10,000 members. From the outset Limerick Gazette has maintained the philosophy of maximising member engagement in the project as a means of sustaining support and growing membership. This strategy appears to be most successful in view of the fact that Limerick Gazette’s Facebook portal acquires in excess of 1000 new members every month.In view of the fact that members continuously donated images for archiving it was important for Limerick Gazette show members that they remain in control of their images and to this end they should be given every opportunity to express press their views, thoughts, feelings and opinions on every element of the Limerick Gazette project. While members freely donated images for archiving there were frequently discussions on the Facebook page as to how these images would be used and, more importantly, if Limerick Gazette intended to exploit the images for financial gain. In response to public demand 250

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN Limerick Gazette frequently issues clear and precise statements assuring members and donators that the images would not be used for the purpose of financial reward.This presented Limerick Gazette with a problem. Naturally, to build the archive, it is necessary to generate funding. In view of the fact that Limerick Gazette’s greatest asset is the archived content, which has been donated, this asset is rendered of little use for the purpose of generating funds. Limerick Gazette had to look at other revenue streams, most of which emanate from the archive content without exploiting the content itself. It was further necessary to establish whether members were enthused enough by the project to support such financial endeavors.Limerick Gazette ran test survey to establish whether members would engage with the research. It was also necessary to introduce members to the routine of participating in research and to give members a sort of “trial run” which meant the main survey which contained 100 questions itself would not be intimidating to them. The test survey also aimed to identify research problems and establish style in terms of legality, aesthetics and user friendliness, of the questionnaire necessary to increase the likelihood of success in the main survey.The test survey proved successful and identified a handful of minor problems that could be rectified in the main survey in relation to how questions should be set out, unnecessary repeat questions and other minor issues.The main survey consisted of 100 multiple choice questions and was conducted for seven days in June 2016. The survey drew respondents exclusively from the existing membership of the Facebook community group. It was felt that the main survey should allow for simple yes or no answers and no opinion answer for each question to allow respondents to proceed without entering the question should they decide that such an answer would compromise them in any way whatsoever.The primary objectives of the main survey was to establish what would members find most aesthetically pleasing in terms of image presentation, website design, navigational procedures, colour schemes, fonts and general layout with consideration to ease of access to all features and services. Limerick Gazette also wanted to establish, for reasons already outlined, what revenue streams were acceptable to members and finally to ascertain whether members were sufficiently enthused by the project to support any of its financial endeavors.In the opening section of the survey it was firmly established with respondents as to the purpose of the survey and also to assure complete confidentiality and to further assure that the member could opt out at any stage in the survey. Also it was necessary to eliminate any respondent under the age of 18. In total there were 254 respondents to the survey over seven days.In the second section of the survey the focus was on the colour scheme of the forthcoming Limerick Gazette archive website. Members were shown 15 251

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN colours and asked to “Accept” or “Reject” each of the colours for use on the website. Limerick Gazette, through its own research, established the fact that a triadic design is the most aesthetically pleasing design for website visitors. Therefore, it was necessary to identify three colours as selected by the members. The top three Colours in order of members preference were primary White (209 Accept), secondary Cyan (199), and accent Royal Blue (195). However, as a result of these findings, Limerick Gazette wanted to ascertain which permutation of the triadic colour scheme was most visually pleasing to members. To achieve this a supplementary Facebook poll was conducted showing the members three variations of the triadic colour scheme. The members selected primary Royal blue, secondary cyan and accent white. This colour scheme has now been implemented on the website itself.In section 3 of the survey the emphasis was on watermarking of images. It was necessary to explain to members/respondents that the existence of the watermark did not lay claim to ownership by Limerick Gazette to any of the images but its purpose was to prevent unaccredited use of the images on any other website. A conflict came to light in that in two separate questions members were asked did they want a watermark and in a later question did they not want the watermark. The results were equal. However, the conflict was resolved by compiling a grand total of each of the responses in the two questions and calculating a final total which resulted in a marginal acceptance (less than 1%) of the watermark. However, the majority of respondents were agreed that the images should have a watermark but were also evenly split on the strength of the watermark and where the watermark should actually appear on the image. Limerick Gazette opted for the watermark on the left bottom of the image and will reconsider this decision in the event of any objections in the future from members.In section 4 respondents were asked to decide whether pictures in the archive should be digitally framed and if so what would be the best type of frame to use on the image. The majority of members preferred the images to be framed using a format known as “Museum Matte” which is basically a large black frame, and inner white border, surrounding the image.In section 5 Limerick Gazette wished to establish, from respondents, which font or typeface would be most pleasing for use on the website? Respondents were shown samples of 20 most common fonts and asked to like or dislike each of these fonts. Of the 187 respondents a total of 86.1% opted for the Baskerville font which also made it the number one ranking choice. The Baskerville font was accepted and has now been implemented on the website.In section 6 respondents were asked to express an opinion in relation to whether captions should appear on the image itself, on the frame, on the border or someplace else (for example, an overlay). Members were shown a number of photographs with the captions in various places and asked to like or dislike these images. The vast overwhelming majority of Limerick Gazette respondents insist on the images being captioned. They also confirmed that caption should only appear above the frame border but below the image. The 252

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN lowest scoring locations were actually on the image itself as members suggested that this interfered with the integrity of the image.By this point in the survey Limerick Gazette had established members choices in relation to the aesthetics of the images and how they should be presented in the final archive and, it was clear that, all images should be watermarked, framed and captions using the Baskerville font and such captions should appear below the image and above the frame.Before researching the possible revenue streams for Limerick Gazette it was necessary to ascertain the respondents’ answers in relation to proposed icons which could be used for branding and subsequent merchandising. In order to help establish a brand team and local Limerick Gazette wanted to determine which of 10 proposed logos the members found most aesthetically pleasing. 10 famous Limerick monuments, statues and buildings were photographed and photo shopped and presented to the respondents to either like or dislike. The winning logo consisted of the triadic colour scheme featuring a photo shopped image of St John’s Cathedral in Limerick and five social media link images to promote the existence of Limerick Gazettes social media platforms.In the penultimate section in view of the fact that would be necessary for Limerick Gazette to sign up members it was important to establish what type of information members were willing to supply in relation to the sign up form. The respondents did not like the idea of having to sign in to the website but Limerick Gazette really has no choice but to proceed with signups in order to develop a mailing list which is an absolute necessity in order to pursue its marketing strategy. This decision may not be popular with members in the future but hopefully members will accept a one-time login for continued access to the archive. Limerick Gazette, in light of these findings, ran an experimental login page on the website and in 48 hours nearly 40 of 48 visitors had signed in and subscribed for the Limerick Gazette newsletter.In the final section, Revenue Streams, Limerick Gazette wished to ascertain what types of revenue streams were acceptable without using the donated content. The results were most surprising. All of the revenue stream ideas proposed proved acceptable to the vast majority of members would no proposal being rejected by any more than 80 rejections for Google ads. In view of the fact that Google ads is not a very significant source of revenue and because of its lack of popularity with members and furthermore by the presence of advertising in the archive the aesthetics would suffer dramatically, therefore, the implementation of this revenue stream is one which must be given serious consideration.The most surprising revelation was that, members appear to have absolutely no objections whatsoever to the sale of the images themselves. In fact, this has been identified as the most popular possible revenue stream of all 20 offered while Google ads was the least popular. On the Facebook page there has been occasional controversy in relation to the exploitation of the images for financial gain. However, the survey has revealed that this is something that 253

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN members really want and, consequently, the use of the images as a revenue stream has now been identified as the most popular choice. This possibility can open even further revenue streams in the future.In conclusion, the survey has been most successful in identifying the wants and needs of members of Limerick Gazette. It is now firmly established that members are so enthused by the project that they are quite happy to support any or all of its financial endeavors. Furthermore, the website has now been created exactly to the standards, design, navigational process and aesthetics’ chosen by the members. It is also perfectly clear that because members have been very much engaged in the creation of the Limerick Gazette brand they will feel a sense of belonging that can only result through sharing and promoting their group. Limerick Gazette has successfully harnessed the members love for their native city and it is perfectly obvious, from the rapidly expanding membership, they will promote and market the project far greater and far more enthusiastically than any other intentional marketing strategy. By promoting Limerick Gazette the members have been made to feel that they are promoting not only their native city but themselves. 254

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN LIMERICK GAZETTE Part Four: Appendixes 255

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLANAppendix 1. E-Gazette Sample Illustrations FIGURE 264: PAGES 1 & 2 E-GAZETTE 256

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 265: PAGES 3 & 4 E-GAZETTE 257

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 266: PAGES 5 & 6 E-GAZETTE 258

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 267: PAGES 7 & 8 E-GAZETTE 259

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 268: PAGES 9 &10 E-GAZETTE 260

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 269: PAGES 11 & 12 E-GAZETTE 261

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 270: PAGES 13 & 14 E-GAZETTE 262

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 271: PAGES 15 & 16 E-GAZETTE 263

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 272: PAGES 17 & 18 E-GAZETTE 264

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 273: PAGES 19 & 20 E-GAZETTE 265

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 274: PAGES 21 & 22 E-GAZETTE 266

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 275: PAGES 23 & 24 E-GAZETTE 267

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 276: PAGES 25 & 26 E-GAZETTE 268

Appendix 2. Project Evolution (GRYTICS, 2016) FIGURE 277: 6 MONTH ACTIVE MEMBER GROWTH (MAR/SEPT 2016) FIGURE 278: 6 MONTH TOTAL MEMBERSHIP (MAR/SEPT 2016) FIGURE 279: 6 MONTH EVOLUTION OF ACTIVITY (MAR/SEPT 2016)

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 280: 6 MONTH REACTION EVOLUTION (MAR/SEPT 2016) FIGURE 281: 6 MONTH EVOLUTION OF LIKES (MAR/SEPT 2016) FIGURE 282: 6 MONTH EVOLUTION OF POSTS (MAR/SEPT 2016) 270

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN FIGURE 283: 6 MONTH EVOLUTION OF COMMENTS (MAR/SEPT 2016) 271

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN LIMERICK GAZETTE Part Five: References 272

Figure 53: Pestle Analysis 77 Figure 54: Donate Button 82Figures Figure 55: Age Attracted 85 Figure 56: Gender Attracted 85 Figure 57: Device Interfaces (Mobiready, 2016) 86 Figure 58: Mobile Readiness (Mobiready, 2016) 86 Figure 59: Member Motivation 95 Figure 60: Risk Assessment 97Figure 1: Pitch 5 Figure 61: Revenue Streams 100Figure 2: Concept Overview 5 Figure 62: Device Usage 101Figure 3: Problem Solving 5 Figure 63: App Revenues 102Figure 4: Problem Solution 6 Figure 64: Artists Gallery 102Figure 5: Target Market 6 Figure 65: Gallery Projections 103Figure 6: Competitive Landscape 6 Figure 66: Donation Button 104Figure 7: Funding Needed 7 Figure 67: Donation Consent 105Figure 8: Sales Channels 7 Figure 68: Donation Agreement 105Figure 9: Marketing Activities 7 Figure 69: Projected Donations 106Figure 10: Financial Projections 8 Figure 70: Donations Likelihood 106Figure 11: Project Milestones 8 Figure 71: Kindle E-Book 108Figure 12: Key Role 8 Figure 72: E-Book Revenues 109Figure 13: Project Suppliers 9 Figure 73: E-Gazette Sample 109 110Figure 14: Financial Highlights By Year 15 Figure 74: E-Gazette RevenuesFigure 15: Revenue By Month 29 Figure 75: Publishing Schedule 110Figure 16: Expenses By Month 30 Figure 76: E-Gazette Pages 113Figure 17: Net Profit (Or Loss) By Year 30 Figure 77: E-Gazette Reactions 113 114Figure 18: American Supporter 50 Figure 78: Adsense ApprovalFigure 19: Content Archiving Targets 51 Figure 79: Adsense Click-Rates 115Figure 20: Projected Membership 52 Figure 80: Chitika Click-Rates 116Figure 21: Facebook Portals 52 Figure 81: Branding Approval 117Figure 22: Membership Figure 53 Figure 82: Potential Customers 118Figure 23: Image Uploads 53 Figure 83: Icon Range 119Figure 24: Image Gathering 54 Figure 84: Average Prices 120Figure 25: Newspaper Editorial 55 Figure 85: E-Store Revenues 120Figure 26: News Editorial 55 Figure 86: Premium Membership 121Figure 27: Funding Needed 57 Figure 87: Advertising Deals 122Figure 28: Income Overview 58 Figure 88: Advertising Revenues 123Figure 29: Projected Outgoings 58 Figure 89: Digital Sales 124Figure 30: Maureen Heley, Uk. 59 Figure 90: Minimum Revenues 125Figure 31: Publishing Schedule 61 Figure 91: Start-Up Funding 126Figure 32: Competitive Advantages 63 Figure 92: Project Goals 132Figure 33: Website Homepage 65 Figure 93: Life Cycle 132Figure 34: Membership Evolution 68 Figure 94: Swot Analysis 137Figure 35: Facebook Engagement 69 Figure 95: Industry Analysis 144Figure 36: Image Ownership 69 Figure 96: Gender Breakdown 146Figure 37: Updated Homepage 70 Figure 97: Age Breakdown 147Figure 38: Chris Norris, Uk. 70 Figure 98: Age Group 147Figure 39: Image Gazette 71 Figure 99: Total Females 147Figure 40: Artists Gazette 71 Figure 100: Evolution Projections 148Figure 41: Poets Gazette 71 Figure 101: Segment Targeting 148Figure 42: Writers Gazette 72 Figure 102: Gln Survey 149Figure 43: Audio Gazette 72 Figure 103: Market Penetration 150Figure 44: Video Gazette 72 Figure 104: Required Funding 150Figure 45: E-Gazette Portal 73 Figure 105: Revenue Overview 151Figure 46: Search Archive 73 Figure 106: Average Pricing 151Figure 47: Search Results 74 Figure 107: Potential Market 152Figure 48: E-Gazette Access 74 Figure 108: Target Market 153Figure 49: Volume Directory 74 Figure 109: Primary Goal 153Figure 50: Issue Directory 75 Figure 110: Member Types 154Figure 51: Issue Display 75 Figure 111: Reactor Formula 154Figure 52: Gazette Store 75 Figure 112: Reactor Ratios 155

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLANFigure 113: Marketing Activities 156 Figure 169: Triadic Design 2 201 Figure 170: Triadic Design 3 201Figure 114: Social Media Enhancement 156 Figure 171: Triadic Design Poll 202 Figure 172: Triadic Design Poll Conclusion 202Figure 115: Blogger Outreach Strategy 158 Figure 173: Watermark Q1 203 Figure 174: Watermark Q2 204Figure 116: Member Video 1 159 Figure 175: Conflict Resolution 204 Figure 176: Watermark Q3 205Figure 117: Member Video 2 159 Figure 177: Watermark Q4 205 Figure 178: Watermark Q5 206Figure 118: Member Video 3 160 Figure 179: Watermark Q6 206 Figure 180: Watermark Q7 207Figure 119: Member Video 4 160 Figure 181: Watermark Q8 207 Figure 182: Watermark Q9 208Figure 120: Member Video 5 161 Figure 183: Watermark Q10 208 Figure 184: Watermark Conclusions 209Figure 121: Member Login 161 Figure 185: Frames Q1 210 Figure 186: Frames Q2 210Figure 122: Contact Management 162 Figure 187: Frames Q3 211 Figure 188: Frames Q4 211Figure 123: Members Welcome E-Mail 162 Figure 189: Frames Q5 212 Figure 190: Frames Q6 212Figure 124: Sample Newsletter 163 Figure 191: Frames Conclusions 213 Figure 192: Framed Image 213Figure 125: Member Engagement 163 Figure 193: Font 1 214 Figure 194: Font 2 214Figure 126: Revenue 167 Figure 195: Font 3 215 Figure 196: Font 4 215Figure 127: Direct Costs 167 Figure 197: Font 5 216 Figure 198: Font 6 216Figure 128: Personnel 168 Figure 199: Font 7 217 Figure 200: Font 8 217Figure 129: Assets 168 Figure 201: Font 9 218 Figure 202: Font 10 218Figure 130: Taxes 169 Figure 203: Font 11 219 Figure 204: Font 12 219Figure 131: Cash Flow Assumptions 169 Figure 205: Font 13 220 Figure 206: Font 14 220Figure 132: Financing 170 Figure 207: Font 15 221 Figure 208: Font 16 221Figure 133: Projected Profit & Loss 170 Figure 209: Font 17 222 Figure 210: Font 18 222Figure 134: Projected Profit & Loss 170 Figure 211: Font 19 223 Figure 212: Font 20 223Figure 135: Facebook Statistics (Grytics, 2016) 175 Figure 213: Font Conclusion 224 Figure 214: Caption Q1 225Figure 136: Active Members (Grytics, 2016) 177 Figure 215: Caption Q2 225 Figure 216: Caption Q3 226Figure 137: Facebook Current Masthead 177 Figure 217: Caption Q4 226 Figure 218: Caption Q5 227Figure 138: Triadic Variations Poll 178 Figure 219: Caption Q6 227 Figure 220: Caption Q7 228Figure 139: Test Survey Questions 182 Figure 221: Caption Q8 228 Figure 222: Caption Q9 229Figure 140: Test Survey Results Analysis 182 Figure 223: Caption Q10 229 Figure 224: Caption Q11 230Figure 141: Survey Invitation 185Figure 142: Survey Landing Page 186Figure 143: Survey Response Summary 187Figure 144: Age 187Figure 145: Opt Out 188Figure 146: Confidentiality 188Figure 147: Ul/Kbs 189Figure 148: Proceed 189Figure 149: Original Design 190Figure 150: Triadic Design (Tigercolor, 2016) 191Figure 151: Blue 192Figure 152: Brown 192Figure 153: Cyan 193Figure 154: Dark Green 193Figure 155: Grey 194Figure 156: Magenta 194Figure 157: Orange 195Figure 158: Pink 195Figure 159: Red 196Figure 160: Violet 196Figure 161: White 197Figure 162: Yellow 197Figure 163: Light Green 198Figure 164: Navy Blue 198Figure 165: Royal Blue 199Figure 166: Black 199Figure 167: Colour Conclusions 200Figure 168: Triadic Design 1 200 274

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLANFigure 225: Caption Q12 230 Figure 259: Revenue Q18 248Figure 226: Caption Conclusion 231 Figure 260: Revenue Q19 248Figure 227: Image With Applied Findings 231 Figure 261: Revenue Q20 249Figure 228: Proposed Logo/Icon Range 232 Figure 262: Revenue Streams Conclusion 249Figure 229: Logo Q1 232 Figure 263: Revenue Streams Popularity 250Figure 230: Logo Q2 233 Figure 264: Pages 1 & 2 E-Gazette 256Figure 231: Logo Q3 233 Figure 265: Pages 3 & 4 E-Gazette 257Figure 232: Logo Q4 234 Figure 266: Pages 5 & 6 E-Gazette 258Figure 233: Logo Q5 234 Figure 267: Pages 7 & 8 E-Gazette 259Figure 234: Logo Q6 235 Figure 268: Pages 9 &10 E-Gazette 260Figure 235: Logo Q7 235 Figure 269: Pages 11 & 12 E-Gazette 261Figure 236: Logo Q8 236 Figure 270: Pages 13 & 14 E-Gazette 262Figure 237: Logo Q9 236 Figure 271: Pages 15 & 16 E-Gazette 263Figure 238: Logo Q10 237 Figure 272: Pages 17 & 18 E-Gazette 264Figure 239: Logo Conclusion 237 Figure 273: Pages 19 & 20 E-Gazette 265Figure 240: Official Limerick Gazette Logo Design Figure 274: Pages 21 & 22 E-Gazette 266Selected By Members 238 Figure 275: Pages 23 & 24 E-Gazette 267Figure 241: Login Personal Information 238 Figure 276: Pages 25 & 26 E-Gazette 268Figure 242: Revenue Q1 239 Figure 277: 6 Month Active Member GrowthFigure 243: Revenue Q2 240 (Mar/Sept 2016) 269Figure 244: Revenue Q3 240 Figure 278: 6 Month Total Membership (Mar/SeptFigure 245: Revenue Q4 241 2016) 269Figure 246: Revenue Q5 241 Figure 279: 6 Month Evolution Of ActivityFigure 247: Revenue Q6 242 (Mar/Sept 2016) 269Figure 248: Revenue Q7 242 Figure 280: 6 Month Reaction Evolution (Mar/SeptFigure 249: Revenue Q8 243 2016) 270Figure 250: Revenue Q9 243 Figure 281: 6 Month Evolution Of Likes (Mar/SeptFigure 251: Revenue Q10 244 2016) 270Figure 252: Revenue Q11 244 Figure 282: 6 Month Evolution Of Posts (Mar/SeptFigure 253: Revenue Q12 245 2016) 270Figure 254: Revenue Q13 245 Figure 283: 6 Month Evolution Of CommentsFigure 255: Revenue Q14 246 (Mar/Sept 2016) 271Figure 256: Revenue Q15 246Figure 257: Revenue Q16 247Figure 258: Revenue Q17 247 275

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LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLANIndex Concept Overview, 3, 228 Confidentiality, 147, 230 A Contact Management, 120, 230 Content Archiving Targets, 9, 228Adsense Approval, 229 Contributed Images, 12, 29, 133, 141Adsense Click-Rates, 229 Crowdsourcing, 9, 10, 28Advancing Technologies, 14, 92 Curators, 16, 98Advertising, 14, 15, 21, 73, 75, 81, 82, 84, 88, 92, Cyan, 150, 152, 159, 196, 211, 230 102, 116, 122, 212 DAdvertising Deals, 81, 229Advertising Revenues, 82, 229 Dark Green, 152, 230Age, 44, 105, 106, 146, 148, 228, 229, 230 Development, 11, 25, 26, 47, 50, 60, 83, 85, 91, 92,Age Attracted, 44, 228Age Breakdown, 105, 229 93, 97, 132, 134, 149Age Group, 11, 43, 104, 106, 113 Device Interfaces, 45, 228Age Group, 105, 229 Device Usage, 60, 229American Supporter, 8, 228 Digital Products, 14, 26, 27, 42, 82, 83, 87, 93, 99,App Revenues, 61, 229Artists Gallery, 61, 229 102, 123Artists Gazette, 30, 88, 97, 228 Digital Reselling, 14Assets, 126, 230 Digital Sales, 83, 229Audio, 8, 9, 17, 20, 21, 23, 24, 25, 27, 28, 29, 39, Direct Costs, 125, 230 Donate Button, 41, 204, 228 53, 56, 58, 80, 81, 88, 92, 96, 131 Donation Agreement, 64, 229Audio Gazette, 31, 88, 228 Donation Button, 63, 229Average Prices, 79, 229 Donation Consent, 64, 229Average Pricing, 109, 229 Donations Likelihood, 65, 229 B EBlack, 51, 137, 158, 230 E-Book Revenues, 68, 229Blogger Outreach, 116, 229 E-Gazette, 0, 32, 33, 68, 215, 216, 228, 229, 232Blogging, 14, 87 E-Gazette Portal, 32, 228Blue, 150, 151, 157, 158, 159, 196, 211, 230 E-Magazine, 14, 16, 19, 27, 29, 33, 36, 38, 41, 66,Branding Approval, 76, 229Break-Even Point, 16 70, 99Brown, 151, 230 Enterprise, 8, 14, 15, 22, 99, 108, 110, 116, 122 E-Store, 14, 34, 78, 79, 102 C E-Store Revenues, 229 Evolution, 12, 46Caption, 142, 184, 185, 186, 187, 188, 189, 190, Evolution Projections, 106, 229 231 FCash Flow Assumptions, 127, 230CEO, 1, 15, 17, 25, 92, 93, 96, 97, 98, 115 Facebook, 8, 9, 10, 11, 12, 14, 23, 27, 28, 29, 43,Chitika Click-Rates, 75, 229 48, 54, 55, 60, 70, 76, 78, 85, 87, 97, 99, 100,Chris Norris, 29, 228 104, 112, 115, 117, 118, 119, 123, 130, 131, 133,Colour Conclusions, 159, 230 135, 136, 137, 143, 144, 159, 160, 161, 169, 196,Community, 14, 15, 18, 23, 24, 56, 58, 87, 89, 123, 206, 208, 209, 210, 211, 213 124, 130, 131, 210 Facebook Current Masthead, 135, 230Competitive Advantage, 13, 14, 21, 22, 24, 53, 54, Facebook Engagement, 28, 228 Facebook Portals, 10, 228 57, 58, 87, 96, 97, 101, 103 Facebook Statistics, 133, 230, 238Competitive Advantage, 236 Financial Projections, 6, 228Competitive Landscape, 4, 228 Financing, 128, 230Competitors, 13, 14, 21, 22, 51, 53, 57, 76, 94, 101 First Mover, 11, 100 Font, 142, 173, 174, 175, 176, 177, 178, 179, 180, 181, 182, 183, 231 Framed Image, 172, 231 Frames, 168, 169, 170, 171, 172, 231 280

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLANFunding, 15, 20, 26, 27, 40, 45, 58, 63, 85, 91, 92, Loyalty, 14, 55, 56, 58 98, 99, 100, 106, 130, 131, 132, 210 MFunding Needed, 5, 15, 228Future Generations, 14, 17, 19, 100 Magenta, 153, 230 Maintenance, 15, 20, 58, 96, 98 G Management Strategies, 12 Market Penetration, 108, 229, 237Gallery Projections, 62, 229 Market Segment, 11, 22, 97, 99, 106, 113, 116Gazette Store, 34, 87, 88, 228 Marketing Activities, 5, 114, 228, 229Gender Attracted, 44, 228 Marketing Strategies, 11, 12, 14, 53, 57, 87, 97, 99,Gender Breakdown, 104, 229GLN, 8, 24, 46, 103, 107, 229, 234 106, 114Grants, 15, 91, 92 Maureen Heley, 17, 228Grey, 153, 157, 230 Media, 9, 12, 13, 15, 23, 24, 26, 27, 44, 47, 48, 52,Grytics, 24, 43, 99, 103, 230, 235 70, 96, 98, 111, 113, 114, 115, 131, 212 H Member Engagement, 122, 230 Member Login, 120, 230Hosting, 8, 15, 20, 83 Member Motivation, 54, 229 Member Types, 112, 229 I Member Video, 117, 118, 119, 229, 230 Members, 2, 8, 9, 11, 12, 13, 14, 20, 21, 23, 25, 27,Icon Range, 78, 191, 229, 231Image Archive, 9, 51, 91 28, 33, 34, 39, 40, 41, 43, 47, 48, 54, 55, 56, 57,Image Gathering, 12, 228 58, 60, 63, 65, 66, 70, 76, 77, 78, 80, 81, 82, 84,Image Gazette, 30, 88, 228 85, 87, 90, 92, 93, 94, 96, 97, 98, 99, 100, 102,Image Ownership, 28, 228 104, 106, 107, 108, 110, 112, 114, 116, 117, 118,Image Uploads, 11, 228 119, 120, 122, 123, 130, 131, 133, 135, 136, 137,Income Overview, 16, 228 138, 141, 142, 143, 144, 146, 151, 152, 153, 154,Industry Analysis, 101, 102, 229 155, 156, 157, 158, 160, 168, 172, 191, 196, 197,Internet Archives, 14, 94 198, 204, 205, 206, 207, 208, 209, 210, 211, 212,Investment, 15, 26, 41, 50, 63, 85, 124 213Issue Directory, 34, 228 Members Of The Week, 12Issue Display, 34, 228 Members Welcome E-Mail, 121, 230 Membership, 10, 20, 21, 36, 41, 59, 80 K Membership Evolution, 27, 228 Membership Figure, 11, 228KBS, 25, 147, 230 Merchandising, 14, 199, 212Key Role, 6, 228 Minimum Revenues, 84, 229Kindle E-Book, 67, 229 Mission, 9, 18, 23, 43, 52, 55, 57, 77, 85 Mobile Readiness, 45, 229 L Moieties, 15Life Cycle, 14, 90, 91, 94, 229, 235 NLikes, 10, 196Limerick Artists Gazette, 8 Networking, 14, 87Limerick Audio Gazette, 8 News Editorial, 13, 228Limerick E-Gazette, 14 Newspaper Editorial, 13, 228Limerick History Gazette, 8, 9, 10, 11, 12, 13, 104, Non-Profit, 8, 14, 15, 16, 27, 56, 58, 84, 108, 116, 112, 130, 131, 133, 135, 137, 209 122, 124, 133, 142Limerick People, 11, 14, 24, 53, 107 Not For Profit, 15Limerick Video Gazette, 8Limerick Writers Gazette, 8 OLocal Historians, 13Login Personal Information, 197, 232 Online Time-Capsule, 16Logo, 76, 77, 78, 85, 142, 191, 192, 193, 194, 195, Opt Out, 141, 146, 230 Orange, 154, 230 196, 197, 231, 232 Ordinary People Of Limerick, 15, 18Long Term Future, 14, 48 Original Design, 149, 230 Outgoings, 15, 16, 110 281

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLAN P Sample Newsletter, 121, 230 Search, 32, 33, 228Personal Images, 12, 47, 57 Search Archive, 32, 228Personnel, 126, 230 Secondary Target Groups, 11PESTLE Analysis, 0, 228 Seed Year, 8, 12, 13Pink, 154, 230 Segment Targeting, 106, 229Pitch, 0, 3, 228 Self-Sustaining, 14Poets Gazette, 30, 88, 228 Set Up Costs, 15Policies, 14, 55, 56, 58 Shareholder, 16Portals, 8, 9, 10, 29, 32, 88 Social Media, 12, 14, 17, 21, 24, 40, 41, 43, 44, 46,Potential Customers, 77, 229Potential Market, 110, 143, 229 47, 62, 87, 97, 108, 112, 113, 114, 115, 116, 130,Premium Membership, 80, 229 196, 212Primary Goal, 111, 229 Social Media Enhancement, 114, 229Proactive Strategies, 14, 56, 58 Spammers, 10Problem Solution, 4, 228 Startup, 14, 23, 24, 57Problem Solving, 3, 228 Start-Up Funding, 85, 229Proceed, 148, 230 Strategic Commercialisation Plan, 1, 16, 40, 101,Project Goals, 90, 229 107, 133, 137Project Milestones, 6, 228 Subsidies, 15Project Suppliers, 7, 228 Survey Invitation, 144, 230Projected Donations, 65, 229 Survey Landing Page, 144, 230Projected Membership, 10, 228 Survey Response Summary, 145, 230Projected Outgoings, 16, 228 Swot Analysis, 95, 96, 229Projected Profit & Loss, 128, 129, 230Projections, 10, 15, 59, 74, 75, 76, 79, 82, 83, 84, T 87, 110 Target Audience, 11Publishing Schedule, 19, 69, 228, 229 Target Market, 4, 111, 228, 229 Targets, 8, 9, 24, 63, 84, 107, 109, 110 R Taxes, 127, 230 Technological Expertise, 11Reactor Formula, 112, 229 Test Survey Questions, 140, 230Reactor Ratios, 113, 229 Tigercolor, 230, 238Red, 38, 155, 230, 233 Total Females, 105, 229Required Funding, 109, 229 Triadic Design, 136, 150, 159, 160, 161, 230Results, 33, 64, 138, 140, 167, 205, 228, 230, 233, Twitter, 14, 60, 87, 115, 196 236 URevenue, 14, 15, 16, 19, 20, 21, 22, 36, 41, 48, 55, UL, 25, 26, 147, 230 58, 59, 60, 61, 62, 64, 68, 69, 70, 73, 74, 75, 79, Updated Homepage, 29, 228 80, 84, 86, 87, 88, 91, 92, 93, 96, 99, 109, 122, 133, 142, 198, 205, 206, 210, 212, 213 VRevenue, 0, 37, 48, 59, 84, 109, 125, 198, 199, 200, 201, 202, 203, 204, 205, 206, 207, 208, 209, 212, Video, 8, 9, 17, 20, 23, 24, 27, 29, 39, 88, 92, 96, 229, 230, 232, 235, 237 118, 119, 131Revenue Overview, 109, 229Revenue Streams, 14, 15, 16, 21, 36, 41, 48, 55, 58, Video Gazette, 31, 88, 228 59, 60, 84, 99, 133, 142, 198, 205, 210, 212, 213 Violet, 150, 155, 230Revenue Streams, 0, 48, 59, 84, 109, 198, 208, 209, Volume Directory, 33, 228 212, 229, 232Risk Assessment, 56, 229 WRoyalty Free, 14, 88, 94 Watermark, 162, 163, 164, 165, 166, 167, 168, 230, S 231Safety Net, 15, 137Salary, 15Sales Channels, 5, 228 282

LIMERICK GAZETTE: STRATEGIC COMMERCIALISATION PLANWebsite Homepage, 23, 228 YWhite, 51, 137, 149, 150, 156, 159, 196, 211, 230Writers Gazette, 31, 88, 96, 228 Yellow, 156, 230 Youtube, 14, 60, 87, 96, 115, 117, 196 283