Tag Archives: advertising

FAQ: Cheap readers and the future of local news

Every so often a journalism student sends me questions for an assignment. I publish the answers here in the FAQ series. The latest set comes from a student in Australia writing for Upstart magazine at La Trobe University, and focuses on the local press. 

1. Is the reader not worth as much on the internet?

Readers have always been worth different amounts in different contexts. It’s not that the reader is ‘not worth as much on the internet’, but that most readers on most websites are worth less. Continue reading

What next? How the news media can respond to losing

A road crossing from high up

The infrastructure is complete. Image by Miroslav Petrasko

You can see the future coming.

Making digital journalism pay: doable. Making a living: difficult

SA Mathieson, who has previously written for OJB about crowdfunding journalism, was one of three speakers at an NUJ Oxford event on how to make digital journalism pay. In a guest post for OJB he sums up the key points.

It is perfectly realistic for journalists to make money out of digital journalism, but the problem comes from making a decent living.

That was the theme to emerge from the NUJ Oxford event on making digital journalism pay. 

Speaking first, Tim Dawson, vice-president of the National Union of Journalists and a long-time writer and editor for The Sunday Times, has literally written the book on this area: Help Yourself – new ways to make money from writing. (It’s also available free for NUJ members – details here.)

He outlined some of the methods for raising money, which can be divided into three types: advertising-funded, marketing for other business and reader-funded. (More on his New Model Journalism site here.)

Continue reading

It’s not just journalism that has to add more value now – advertising does too

Newspaper ad revenue has gone into a precipitous free fall - image from AEIdeas

image from AEIdeas

There’s a growing awareness in journalism that simply reprocessing content from elsewhere – whether press releases or newswires – isn’t going to be viable in a world where publishers are no longer gatekeepers. ‘Do what you do best and link to the rest‘.

Now advertising seems, finally, to be waking up to the same reality. Continue reading

Is Facebook Advertising charging more to ‘mugged profiles’?

Are Facebook quoting different prices for the same ad based on your profile? Guest contributor Desi Velikova thinks so. In a cross-post from her own blog, she writes how the same ad campaign would have cost her employer 8 times more depending on which user account it was purchased from.

Continue reading

Advertising is publishing – the Facebook effect

Before the internet made it easier for advertisers to become publishers, they were already growing tired of the limitations (and inflated price) of traditional display advertising. In the magazine industry one of the big growth areas of the past 20 years was client publishing: helping – to varying degrees – companies create magazines which were then given or sold to customers, staff, members, or anyone interested in their field.

With some traditional advertising revenue streams dropping like a stone, newspapers belatedly started to see similar potential in their own markets. Trinity Mirror’s Media Wales are among a few newspaper publishers to sell video production services and the organisation has followed US newspapers in selling SEO services; while the FT followed Conde Nast when it recently bought an app production company.

While the execution varies, the idea behind it is consistent: this is no longer about selling content, or audiences, but expertise – and quite often expertise in distribution as much as in content production. Continue reading

The rise of local media sales partnerships and 19 other recent hyper-local developments you may have missed

In this guest post Ofcom’s Damian Radcliffe cross-publishes his latest presentation on developments in hyperlocal publishing for September-October, and highlights how partnerships are increasingly important for hyper-local, regional and national media in terms of “making it pay”.

When producing my latest bi-monthly update on hyper-local media, I was struck by the fact that media sales partnerships suddenly seem to be all the rage.

In a challenging economic climate, a number of media providers – both big and small – have recently come together to announce initiatives aimed at maximising economies of scale and potentially reducing overheads.

At a hyperlocal level, the launch on 1st November of the Chicago Independent Advertising Network (CIAN), saw 15 Chicago community news sites coming together to offer a single point of contact for advertisers. These sites “collectively serve more than 1 million page views each month.”

This initiative follows in the footsteps of other small scale advertising alliances including the Seattle Indie Ad Network and Boston Blogs.

These moves – bringing together a range of small scale location based websites – can help address concerns that hyper-local sites are not big enough (on their own) to unlock funding from large advertisers.

CIAN also aims to address a further hyper-local concern: that of sales skills. Rather than having a hyperlocal practitioner add media sales to an ever expanding list of duties, funding from the Chicago Community Trust and the Knight Community Information Challenge allows for a full-time salesperson.

Big Media is also getting in on this act.

In early November Microsoft, Yahoo! and AOL agreed to sell each other’s unsold display ads. The move is a response to Google and Facebook’s increasing clout in this space.

Reuters reported that both Facebook and Google are expected to increase their share of online display advertising in the United States in 2011 by 9.3% and 16.3%.

In contrast, AOL, Microsoft and Yahoo are forecast to lose share, with Facebook expected to surpass Yahoo for the first time.

Similarly in the UK, DMGT’s Northcliffe Media, home to 113 regional newspapers, recently announced it was forging a joint partnership with Trinity Mirror’s regional sales house, AMRA.

This will create a commercial proposition encompassing over 260 titles, including nine of the UK’s 10 biggest regional paid-for titles. Like The Microsoft, Yahoo! and AOL arrangement, this new partnership comes into effect in 2012.

These examples all offer opportunities for economies of scale for media outlets and potentially larger potential reach and impact for advertisers.  Given these benefits, I wouldn’t be surprised if we didn’t see more of these types of partnership in the coming months and years.

Damian Radcliffe is writing in a personal capacity.

Other topics in his current hyperlocal slides  include Sky’s local pilot in NE England and research into the links between tablet useand local news consumption. As ever, feedback and suggestions for future editions are welcome.