Today's "Online Drive" profiles the Indians' Web site
located at www.indians.com, which is powered by DigiKnow, a
division of the team's ad agency, Marcus Advertising. The
site falls under the team's Advertising/Publications
department, with DigiKnow handling the technical aspects and
Indians personnel contributing to the site's content.
GETTING A CHARGE OUT OF IT? While most of the site is
free to users, the Indians are one of the few teams to offer
a premium section called "IndiansXtra" which was launched
last year and costs $4.95 per month, or $49.95 per year.
The Indians pay an undisclosed monthly fee to DigiKnow to
power the main site, while "IndiansXtra," is a joint venture
between DigiKnow and the team. Revenue from "IndiansXtra"
is split between the two once expenses are covered. Users
can sign up for the pay site via check or credit card, and
the premium area offers an archive of all audio and video
broadcasts of games, pre- and post-game audio/video
interviews, e-mail delivery of team press releases, media
game notes and image captures during games which are updated
every 1/2 inning. Indians Dir of Advertising/Publications
Valerie Arcuri would not release subscription totals for
"IndiansXtra," but said that membership was up by 50% over
last year. DigiKnow Dir of Information Services Ian
Verschuren said that the company is "pleased" with the
results of the fee-based area so far, but acknowledged that
companies are "still fighting the mentality that information
on the Internet should be free." Verschuren: "There is a
cost to doing this and it's a fairly hefty cost, which can't
always be met with advertising." Verschuren said that
DigiKnow has received "some negative feedback" regarding the
pay site, most of it coming last year (THE DAILY).
USER-FRIENDLY: To combat users' hesitation to pay for
info online, Verschuren said that the two groups are "trying
to find as many different things to offer to attract the
largest number of people." One such feature is offering
live audio coverage of select weekend home games in Spanish.
Verschuren said that the "free part of the site is viewed
first and foremost as the communication device.
'IndiansXtra' is enhanced coverage we see as a revenue
builder." Arcuri said the team has begun to view usage of
its Web site in three parts: "As an informational piece of
communication, an entertainment piece and as an operational
piece, not just in e-commerce, but as a way of operating
business in a more efficient process" (THE DAILY).
REVENUE: DigiKnow sells the advertising on the site and
online advertisers have included Pepsi, CVS and McDonald
Investment. One example of the team's site promotion
includes the "OSI Sealants' Play of the Game," where radio
listeners are urged to go online to vote for the "Play of
the Game," and each month, one voter is selected to receive
a free one-month subscription to "IndiansXtra" (THE DAILY).
