Monday, March 17, 2008
Newspapers Need to Adjust to Online Economics
Comscore reports that the print and online news readership have a somewhat inverse relationship. Readership of news online is heaviest among the younger crowd while print readership grows as the audience ages.This is bad news for those who make their living selling print ads, but good news for their online counterparts. Overall revenue for papers continues to slump, but that's because online news continues to rely on the banner ad -- a tough way to make a living.
Newspaper sites such as the LA Times and NY Times have young readers who comeback day after day but they have yet to turn that loyalty into higher value than the CPMs of generic ads. If the audience online is different a different approach to selling is needed.
More video ads, targeted ads based on demographics, and interactive advertising that is focused on the under-40 crowd are needed. Other options include sponsorships and pay per action campaigns that offer advertising something more. Younger folks like to read blogs and view news videos as part of the news consumption, and newspapers are answering that need. But they have to get beyond the banner as the ad solution if they want to grow revenues.
Via MediaPost
Posted By John Gartner at 08:28 AM
Permanent Link: Newspapers Need to Adjust to Online Economics
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