Friday, November 03, 2006
Newspapers Grapple With Web 2.0
While most newspapers are battling with online media for their very existence, the
Washington Post is turning lemons into lemonade.
Online revenue jumped 24 % during the past quarter over the previous year's take, and it is up by more than 31 percent for the year. While online brings in only 1/10th of their print newspaper, the increase online covered more than half of that division's losses. The revenue split will probably get much closer to balanced within a few years, but just as TV didn't kill the newspaper, neither will the Internet.
What is WaPo doing right? It was relatively early in embracing blogging, including having many of its columnists blog as well as promoting blogs that are syndicated through BlogBurst. The company was equally quick to promote the sharing of its content through social sites including Digg, Reddit, and even Facebook.
The websites offers a smattering of video content and has had live discussions for years. Basically, they get that they must adapt to succeed online, and are executing.
The Washington Post is also running an advertising section about innovations in information, sponsored by Hyundai. There a bit of a disconnect between RSS and cars, but at least they are taking advantage of the medium.
What they haven't done is to take advantage of reader registration (or IP tracking) to target ads based on geography. Since I live just south of the other Washington, the likelihood of my taking the train into D.C. isn't too high. They should focus on national advertisers or find advertisers that are local to me.
Posted By John Gartner at 11:58 AM
Permanent Link: Newspapers Grapple With Web 2.0
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(5) Comments on Newspapers Grapple With Web 2.0
its b/c our man Paul Zhao is heading up their online marketing efforts
Comments by Evan : Friday, November 03, 2006 at 12:49 PM
I don't know about the internal pages, but the home page is geo-targeted based on IP. Washingtonpost.com currently has a "local homepage" and a "national homepage", and I think they serve different ads on those two different home pages.
As far as selling ads go, I guess that's good enough to convince the sponsors to run their CPM campaigns on washingtonpost.com
Comments by Paul Zhao : Sunday, November 05, 2006 at 12:01 AM
My local newspaper calls every few months trying to convince me I should subscribe to the paper, at least the Sunday edition. I always tell them the same thing.. I Don't read the paper, I use the internet.. It is like a record company trying to sell me LP's when all I want is CD's ... yikes !!!!
Comments by VideoKarma.com : Sunday, November 05, 2006 at 08:44 PM
I know what you mean, VideoKarma. I'm a marketing manager for a major newspaper, and I had a competing local newspaper company call my office telemarketing their subscriptions.
http://www.paulzhao.com/2006/08/washington-times-telemarketing.html
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