Archive for the ‘newspapers’ Category

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Gentlemen: Start your (search) engines…

In Demographics,newspapers,social issues and new media on October 21, 2009 by gingercatmom

A recent study shows that men are more willing than women to incorporate digital media as replacements for traditional media. Whether they want news, music or entertainment — guys prefer finding it online. BrandWeek reported last week on a TargetCast:tcm study of 895 adults between the ages of 18-64. The survey, conducted in September, finds that it’s more common for men than women to say they’ve replaced their newspapers and magazines with versions on the Internet, or now pay for an online subscription to TV programs with limited advertising.

What else do the guys have to say about alternative digital sources of news? Men are more likely than women to say:
• Print newspapers are not as relevant to them since there are many other sources for news and information.
• The Internet has replaced their need to read a printed newspaper.
• They would rather get news online.
• They are willing to pay for online newspapers.

Men have similar feelings about radio. They’re more likely than women to say that they would rather listen to music online or on a mobile device than over traditional radio. Men are more rapidly looking at TV and video content online as a replacement for traditional television.

For those of us who make media buys, this data helps us sharpen our focus. Usage declines in traditional media (print and radio especially) are found among men and young adults. But while new media is gaining a foothold, it’s clear that there are consumers who still value traditional media so we might not want to abandon it just yet.

Studies like this allow us to tailor our messages to the ever-evolving preferences of our target audiences. It would appear that we’re going to need to blend approaches in new and old media, at least for now.

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Newspapers and online publishing: the new hybrid e-ditions attract readers

In newspapers,social issues and new media,Uncategorized on October 10, 2009 by gingercatmom

These are tough times for newspapers and those who love them. An increasing number of daily newspapers are folding, or radically downsizing due to reduced paid circulation. With free online editions of the local paper, many newspaper readers no longer have a reason to unfold the paper and get their hands dirty (savvy readers know that most papers did away with that smeary ink years ago). We can read the articles, comment on them and forward them to our friends.

Newspaper website audiences are growing… attracting 73.3 million monthly unique visitors in the first quarter of this year. That’s a 10.5% increase over the same quarter in 2008. What does that mean to newspaper publishers, to readers and to advertisers?

The newspaper industry says this means that Americans rely on trusted newspaper brands for accurate news and information, whether in print or online. The industry also recognizes that some kind of transformation of the “old” media is necessary for survival. They are encouraged by the growth in readership and acknowledge that digital editions are essential to future survival of  “newspaper” journalism.

Online newspaper site readers are spending an increasing amount of time reading as well. On average, there were 8.19 visits per person, looking at an average of over 48 pages and spending an average of nearly 44 minutes per person over the quarter. That sounds positive, but it needs to be put in perspective to the reading habits of the print newspaper reader. Avid print newspaper readers would spend much more time reading over a quarter, covering many more pages. They are also exposed to much more advertising on any given “reading” of the daily paper.

Advertisers need to be aware that online newspaper readers are a desirable group to reach. A few key demographic facts:
• 34% of Americans with postgraduate degrees…
• 28.2% of Americans with a household income of at least $100,000 AND…
• 29.9% of individuals in management, business or finance
have visited a newspaper website in the past week.

Dont believe everything you read...its a whole new newspaper online

Don't believe everything you read...it's a whole new newspaper online

There are still some opportunities for advertisers in world of print newspapers. And without advertising and subscribers, newspapers will not survive. But as we better understand who is reading online editions we can better position our marketing messages in this hybrid world of print and online newspaper publishing!

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Unofficial Blogs–soapbox or serious source?

In blogs,newspapers,social issues and new media,Uncategorized on October 6, 2009 by gingercatmom

bloggers...serious stuff or somebodys soapbox?

blogs...serious stuff or somebody's soapbox?

Last week, my emerging media class spent some time discussing unofficial company blogs. It’s pretty easy to find a blog on any subject so I just googled “unofficial ________ blog” and had a variety of choices in front of me. Walmartwatch.com is an example –it’s clearly all about WalMart (and all that is “wrong” with WalMart) yet there’s no link to the actual corporate site. There are no logos, no corporate perspective and no e-commerce conducted here. It’s very easy to understand the blogger’s agenda. They want to encourage readers, employees and community activists to demand change in WalMart’s business practices. It’s pretty obvious that this is not content generated by the company itself, but something that WalMart must take seriously.

As a skeptic, I have to ask “who reads blogs” and “why”? What prompts an individual to spend time writing, posting and following responses to their blogs? Why should I care what the blogger thinks about a specific company, product or cause?

The Pew Internet and American Life Project continues to provide helpful data on all aspects of Internet usage–including blog readership. A few facts from a 2008 study:
• 33% of internet users (the equivalent of 24% of all adults) say they read blogs, with 11% of internet users doing so on a typical day.
• Male and female internet users are equally likely to say that they do read other people’s blogs (35% for men, 32% for women).
• 12% of internet users (representing 9% of all adults) say they ever create or work on their own online journal or blog.
Given the fact that this data is more than a year old, I think we can assume that those figures are now even higher. A significant portion of the population reads blogs regularly. How the readers use that information is unclear. Marketers hope their blog content will spur the readers to believe, purchase or trust. But I think a lot of independent blog authors simply want to be heard–their small voices shouting from a virtual soapbox!

Judging whether a blog is serious, credible content–or not–is up to the reader. But credible or not, there seem to be blog readers willing to read.Therefore companies need to pay attention to those unofficial blogs.