David Higgerson, the digital publishing director for the regional websites within Trinity Mirror, believes that the January storms here in the UK challenge the recent fervour for paid content. I think that he’s clear-headed about the competitive environment that journalism is in, but I also think that paid content strategies have evolved. They have got smarter and more flexible, which is the only chance they have of being successful.
Frédéric Filloux worries that in 2014 publishers will add to the downward pressure on digital ad rates by auctioning their remnant advertising on RTB – real-time bidding – platforms. However, RTB is much more than ad networks 2.0, and smart publishers are already using their own data to fuel private exchanges to make sure that RTB isn’t simply a race to the bottom. News groups, especially those gaining user data through paid content strategies, must engage with RTB. It’s not just about facing reality but also about seizing the opportunity of premium ad targeting.
Since the arrival of digital media, most of the innovation has been focused on the editorial side of the business, while the advertising side of the business has largely stuck to pre-digital models like display advertising. Now, we’re starting to see real innovation on the ad side at news organisations. Can it turn around the flagging fortunes of news organisations?
Quartz, the newest member of The Atlantic Media network, launched in 2012, but by July, it already had 5 m users and said that it had already passed The Economist’s web traffic in the US and would soon pass the Financial Times, and Jay Lauf, the publisher of the site, kicked off Journalism.co.uk’s News Rewired 2013 talking about the strategy… Read more →
Last week, I wrote about why print-digital integration was the wrong response to digital disruption, and since then, I’ve been looking at Clark Gilbert’s ideas in more depth. I’ve found the video of a presentation he gave at the Harvard University’s Nieman Foundation, and it is well worth an hour and a half of your time. His digital division is growing revenue at 40 percent year-over-year, revenue that he is plowing back into journalism. His ideas challenge conventional wisdom, but he offers hope to embattled news groups that are willing to try a different strategy.
Last week, WAN-IFRA said what many of us in digital journalism have known for a while, that we’re losing the battle for attention. They said that digital news audiences lack the same “intensity” of print audiences. Put simply, digital audiences are less loyal and spend less time with each digital news source. WAN-IFRA CEO Christoph Riess has put the problem… Read more →
I’m at the Online News Association conference in Washington. The first panel was of editors from a new regional news website in Washington,TBD.com. Jim Brady, general manager for TBD.com, had an excellent response to the question of how the site would make money. He said: There are no silver bullets, just shrapnel. What he meant by that was that they… Read more →
Normally, I’d just add this link to Delicious, but the data is worth highlighting. KPMG has found that 81% of UK “would go elsewhere for content if a previously free site we use frequently began charging”. Only 19% would be willing to pay in the UK, while globally (the same research looked at consumer behaviour in a range of countries)… Read more →
Kevin: An interesting article on Advertising Age about click through rates. One thing that's important beyond the narrow focus on this article is that sometimes the easiest to measure statistics aren't necessarily the most important statistic…