Friday, March 28, 2008
News Makeover Impacts Marketing
The Project for Excellence in Journalism's new state of the media report contains some intriguing insight for marketers.News is now a service, not a destination.
Because people read news throughout the day, the pressure to continually produce updates is higher. Advertisers should consider this frequent interaction between publisher and reader in developing their messaging strategy. For example, are their subsequent messages you'd like to deliver the 2nd or 3rd time during the day that people see your brand?
The media covers the biggest stories to death to increase page views.
Sponsorships of or targeted banner ads to "special sections" covering an issue such as the presidential election can make sense for brands. The tricky part is that many of these subjects are controversial, but if you want to get mass exposure, go to the hot topic du jour.
Citizen journalism won't change news.
Comments are the most likely contributions to the news conversation as original "reporting" has been minimal. This is a good thing since advertisers don't want to be associated with spurious information (not that incidents like what happened this week at LA Times will end). Comments and tips that generate leads for professional journalists is the more likely impact of citizen reporting.
Advertising execs are one step behind.
The business models are in flux, and while online news is the area of growth, advertisers for now prefer to work with old models and old media rather than jumping on the latest technologies for delivering news. Stay tuned for how the news/advertising relationship shakes out.
Posted By John Gartner at 09:01 AM
Permanent Link: News Makeover Impacts Marketing
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