US study highlights Multi-channel Key for holiday shopping

From E-marketer.

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Magazines are NOT dead!

Rick Short explores the future of magazines and the changes needed to the traditional model in order to survive.

So, let’s rattle the traditional model. The question for advertisers, clients, and media to each ask themselves is, “Is what I’m purveying valuable enough to my target audience to get them to pay for it?” And the very same question (altered slightly) should be asked of our target audience. “What content are you willing to purchase?” After all, shouldn’t the party that derives value do (some of) the paying???


Real Full Article Here

Launch of new paper an attempt to win back readers who have abandoned print

Today marked the launch of Britain’s first national daily since 1986.

The i is a spin-off from the Independent and is designed to attract younger readers. It is essentially a slimmed-down version of the main paper and it is hoped that it will appeal to those who might have swapped newspapers for the web.

Similar in style to the well established and free Metro, it will be interesting to see if commuters will be willing to pay for this slimmed down version of its parent. Or whether it will eventually replace the Independent, which has been losing sales for years.

What will be far more interesting will be to see if it does manage to appeal to its target young audience who have turned their back on print. Many will argue that they have done so for cultural and technological reasons. However we may find there is indeed a demand for an intelligent and brief read that the i promises to provide.

Caxton Awards Winners

Advertising agency Three Drunk Monkeys has won the best of show award and took home five awards at this year’s Australian Caxton Awards for newspaper advertising.

The best of show, or winner of the Quinlivan Black award, went to the agency’s “A Little Knowledge Goes a Long Way” ad for documentary channel BBC Knowledge, which used board-game-style imagery to demonstrate the entertaining way the channel presents information as shown below.

For more details and to see the other winners go here.

Why Ad Position Matters

This report draws on intelligence from over 1,000,000 Google searches across 10 large search engine marketing campaigns to shed light on the relationship between ad position and click-through rate. It’s common knowledge that ads appearing in the highest paid positions usually experience a higher click-through rate (CTR). However, surprisingly little research has been published on this subject. Few people know how fast CTR falls for ads that appear lower down the page, or even what the distribution of CTR is across ads beyond their own campaigns.

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Nielsen estimates 362,000 Britons behind the Times paywall

This is an excerpt of the post “Nielsen estimates 362,000 Britons behind Times paywall” taken from the NielsenWire blog.

Matthew Dodd, SVP, Research & Analytics, EMEA

As newspapers grapple with monetizing their content online, a recent Nielsen study found that one in five UK visitors to the Times of London and the Sunday Times websites are accessing content from behind the paywall introduced three months ago.

The research looked at pages within The Times’ website (all references to “The Times” include both The Times and Sunday Times) visited by UK individuals from home or work computers. Therefore, our figures don’t include visitors from outside the UK, visitors from mobile phones or UK people only visiting the site from internet cafés, airports or educational venues.

UK visitors were divided into two groups: (1) anyone visiting The Times website and (2) visitors accessing content behind the paywall. The latter includes people who paid online, those who get free online access as part of their print subscription and those who had a free trial.

The paywall went live on July 2nd, and after three months here’s what we’ve seen in the UK:

  • Across Q2 (pre-paywall) the site averaged 3.10 million unique UK individuals (group 1) each month
  • Across Q3 (post-paywall) it was 1.78 million – 58 percent the size of the Q2 audience
  • A monthly average of 362,000 (20 percent of the Q3 audience) went behind the paywall (group 2 — includes free triallists, those with free online access due to print subscription and those who paid online)

It was reported last year that the Times would rather have fewer, but paying, visitors and that people who visit via search engines are fleeting visitors, consequently, offering little value to potential Times advertisers. So, how do the 362,000 paywall visitors (which includes free triallists, those with free online access due to print subscription and those who paid online) compare in ‘value’ to the 3.10 million ‘total’ UK visitors in the quarter before?

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Magazines and augmented reality

A summary of how magazines are using augmented reality to deliver extra content. This hasn’t been very widely used to date but magazines are trying to use it in an interesting way. Likely to be developed further with time as publishers become more creative.

Connected Devices: Does the iPad Change Everything?

The Nielsen Company recently surveyed more than 5,000 consumers who already own a tablet computer, eReader, netbook, media/games player, or smartphone to get a better sense of who is using these devices and how they are using them.

Key insights:

Four percent of U.S. households now own tablet computers
The iPad trumps the iPhone for “print” and video viewing
A majority of iPad owners have already downloaded and paid for content

Download Summary of Results

Lindsay Lohan worth $2.50 CPM

Most Valuable News Topics - Perfect Market Vault Index

According to this new study that’s been making the rounds.

To arrive at topic RPMs [Revenue per thousand page views], the Vault Index aggregates online RPMs from specific news articles about those topics. Representative RPMs by topic include: Mortgage Rates, $93; Immigration Reform, $26; Egg Recall, $20. (For comparison, articles on the Lindsay Lohan sentencing averaged RPMs of $2.50.)

The study was done by Perfect Market, a company in the US that’s focused on helping publishers maximise their online revenue via content monetisation.

It’s an interesting piece of research to say the least (well, for us anyway)… especially since it is somewhat reflective of our own internal data showing how much real news outweighs celebrity news in terms of interest and traffic .

The standard measure of a story’s interest has always been how popular it is in terms of traffic and how long someone engaged with the content for. Now, more and more, we can actually value each type of story based on ad dollars as well… and just as traffic and audience behaviour will show when you interrogate the numbers, the stuff that drives clicks don’t necessarily always drive the dollars too.

Understanding these dynamics for us, as a news outlet, is vital.

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The Rules of Engagement – 21 Rules for Social Media Engagement

Social media is reinventing marketing, communications, and the dissemination of information. While businesses now have access to these rich channels, the true promise of social media lies in the direct connections between people who represent companies and the people who define markets of interest.

Today, many businesses approach this with the establishment of social media guidelines and policies. This is indeed an important step, and not one worth economizing. But it’s also not enough.

Brian Solis gives his 21 rules businesses should follow to be successful users of today’s social media opportunities.

Read Full Article Here

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