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NEW!
Running the Numbers: Revenue Scenarios for Online Newspapers
 In partnership with the Newspaper Association of America, Mignon Media has released a spreadsheet exploring the financial impact of various newspaper paid-content scenarios.
The scenarios include an entirely free newspaper Web site, an entirely paid newspaper Web site and several combinations of free/paid. The spreadsheet assesses the impact on online ad revenue, subscriber revenue and more.
Mignon Media used both publicly available and proprietary data to run the numbers for a "typical" 100,000-circulation newspaper, and (with NAA) a 50,000-circulation U.S. daily newspaper.
See the spreadsheet and learn more here.
Special thanks to Borrell Associates, AdPerfect and Centro for their assistance.
NAA will host a free Webinar on this report at 3 p.m. EST on Wedesday, April 15. Click here for more information and to register.
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Digital Edge Blog: Tips on How to Charge for Online Content; SPT's Mugshots
 This week in the Digital Edge blog:
WSJ's New Additional Subscription Tier and Tips on Charging for Content
The Wall Street Journal will be offering an additional subscription tier for "premium" content that goes above and beyond the normal WSJ.com online subscription. This news came out in a Nieman Journalism Lab video discussion with Alan Murray, executive editor of The Wall Street Journal Online. In it, he gives advice to newspapers considering putting up a pay wall.
SPT Posts Mugshots Online: Project Drives Traffic, but Raises Ethics Questions
The St. Petersburg Times is gathering and posting mug shots of people arrested by various county sheriff's Web sites in the Tampa Bay area, driving truly impressive amounts of traffic to mugshots.tampabay.com . But the site enters an ethical grey area.
Read these blog entries and more here. | |
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SeattlePI.com Sees Higher Page Views, Fewer Visitors
SeattlePI.com, the online continuation of the Seattle Post-Intelligencer, is welcoming fewer unique visitors in its first weeks, but it is serving up more page views.
Editor & Publisher reported, "The P-I's last print edition was published on March 17. In the period from March 18 to April 7, the Web site had 1,253,964 page views, up by 1.2 percent over the same period in 2008, when page views reached 1,238,495. Unique users, however, dropped about 10.7 percent to 199,001 during the Web-only period, compared to 222,937 during the same period last year."
Source: Editor & Publisher
See also:
Detroit Newspapers Ahead of Projections on Digital Uptake (Presstime Now!)
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Major Newspapers to Sell Digital Newsbooks for E-Readers
Several newspapers, including The Washington Post, The New York Times, The Wall Street Journal, and the Los Angeles Times, will be selling "digital newsbooks" for e-readers at $4.95 each. The digital newsbooks are packaged articles from a newspaper series, such as a recent 9-month, Pulitzer-winning series in The Washington Post. Nieman Journalism Lab reported that the Reynolds Journalism Institute at the University of Missouri is producing the newsbooks and coordinating their sale through eReader Outfitters and MBS Direct, two online retailers.
Source: Nieman Journalism Labs
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NAA RESOURCES: E-READERS
Digital Newsbooks Presentation at mediaXchange
Roger Fidler of the Reynolds Journalism Institute spoke about digital newsbooks at NAA's mediaXchange last month. Download his presentation here.
E-Readers: How Big is the Opportunity for Newspapers?
Forrester Research released a report for the Newspaper Association of America analyzing opportunities in e-readers for newspaper companies. While the Forrester report is optimistic about the potential for e-readers, it cushioned that optimism in cautionary statements about the size of the e-reader audience. Continue reading...
E-Readers: The Next Generation of the Printed Page
In theory, the development and adoption of e-readers with a capacity to wirelessly access and display digital editions of newspapers would allow publishers to eliminate the production and distribution costs associated with their printed editions, which now account for more than half of most newspapers' operating expenses. Continue reading... |
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Web Cut of Ad Dollars May Reach 15 Percent by 2013
According to eMarketer, the Web's share of ad spending will be close to 10 percent this year and will be more than 15 percent by 2013, MediaWeek reported. The Web's share of total spending has been increasing by about 1 percent every year, and the growth rate should accelerate during this recession as companies reevaluate their marketing strategies.
Source: MediaWeek
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Yahoo, Google: Who's a Better Friend to Newspapers?
Google and Yahoo are both vying for newspapers' "best friend" status, according to The New York Times' Bits blog. Google and Google News drive more traffic to newspaper sites than Yahoo, but Yahoo! generally has a deeper relationship with newspapers in the Yahoo! Newspaper Consortium.
Source: The New York Times
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Search Engines Vital to Newspaper.com Traffic
Search traffic is the largest driver of traffic to sites in Hitwise's "News & Media" category, the company reported. Hitwise data showed 21.6 percent of traffic to news and media Web sites comes from search engines, according to a ReadWriteWeb blog entry. (Some newspapers have reported that upwards of one-third of their site traffic comes from search, according to data from the Newspaper Association of America.)
Hitwise also reported that portal home pages My Yahoo and My MSN drive about 13 percent of traffic to news and media sites, and social networking services and forums drive almost 5 percent. Blogs and personal Web sites are only responsible for 1.5 percent of all traffic.
Source: ReadWriteWeb
See also:
Publishers Seek Ad Block on Copyright Abusers (Reflections of a Newsosaur)
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Quote of the Day: McGuire on Industry Critics (and Sedatives)
"It is late in the game for newspapers to try to gain control of their content. Is it too late, is the more important question. When your industry is teetering on the brink of extinction even though you still have millions of readers I'd say it is not too late."
-- Tim McGuire, the Frank Russell Chair for the business of journalism at Arizona State University , in a blog post headlined "Newspaper Critics Need to Count to 100 and Take a Sedative." |
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Recent Twitter Growth Driven by Adults
Twitter's impressive growth – up more than 1,000 percent between 2008 and 2009, according to comScore – is being driven the most by adults and less so by younger early-technology adopters.
According to a Bulldog Reporter article, "More specifically, 45-54 year olds are 36 percent more likely than average to visit Twitter, making them the highest indexing age group, followed by 25-34 year olds, who are 30 percent more likely." Web users ages 18 – 24 are actually 12 percent less likely than average to use the micro-blogging service. (Also see this Reuters blog entry for more data.)
But, some people are feeling overloaded by being in constant contact with their hundreds of Facebook friends and Twitter followers, the Associated Press reported, and some of those overloaded people are disconnecting.
Sources: Reuters, Bulldog Reporter, The Associated Press
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Ford Turns Over Fiesta Campaign to Social Media-Using Public
It's a bold and risky move: Ford is turning over control of an ad campaign for the redesigned Ford Fiesta to the digerati.
Rather than use traditional advertising mediums, such as newspapers, magazines and television, Ford "will hand over the branding and promotion duties for the car to 100 twenty-somethings who have no advertising experience," PaidContent reported. Ford is giving them all a Fiesta to drive for six months, and the drivers will document their experiences with the car through YouTube videos, blog entries and social media sites.
Source: PaidContent
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Schiller: Newspapers Shouldn't Charge; NYT's 'Bottled Water' Article on Paying for News
The following are noteworthy articles in the debate over online paid content. More articles like this can be found in the of NAA's Paid Content report at www.naa.org/paidcontent.
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Information Architects Releases 2009 Web Trends Map
Information Architects has released its annual map of the year's Web trends for 2009, "leaving no movement behind, no matter how obscure," Fast Company reported. "Included are the 333 most influential web domains and 111 people, as measured by referral traffic; the height of each entry represents revenue and traffic while the width records 'stability.'" Download the map here.
Source: Fast Company
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NAA Members Get 50 Percent Discount to ad:tech
Newspaper Association of America members can get 50 percent off their registration for ad:tech, April 21 – 23 in San Francisco.
About ad:tech: For more than 10 years, ad:tech has provided media, marketing and technology professionals with the tools and techniques they need to succeed in a changing digital world. With 10 shows in 7 countries, ad:tech's globally respected roster of speakers, workshops and exhibitors continues to make it the preferred resource and destination for digital marketers everywhere.
NAA members should use code 50SF9DI to get their registration discount. |
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The Newspaper Industry Today: Ten Ways Newspapers are Preparing for Tomorrow
Tuesday, April 14, 2009 at 2 p.m. EST
This webcast will explore the real truth about the newspaper industry. Mort Goldstrom, vice president of advertising at the Newspaper Association of America, will discuss how you and your sales team can address questions from advertisers about the health of the newspaper industry. Register now!
Newspapers' Online Revenue: Scenarios for Online-Only Operations
Wednesday, April 15, 2009 at 3 p.m. EST
The Newspaper Association of America and Mignon Media have released a report detailing several possible financial scenarios for newspapers that choose to go online-only. This Webinar will review the financial impact of such a decision, and how different combinations of paid/free content would impact a newspaper's bottom line. Nancy Wang of Mignon Media and Peter Conti of Borrell Associates will discuss the numbers and answer questions. Register now!
E-Editions and Niche Groups
Tuesday, April 21, 2009 at 2 p.m. EST
This webinar will focus on newspapers that use their electronic edition to build audience and grow revenue. Several newspapers use hybrid editions and more newspapers are converting their NIE Programs to a digital format to reduce costs and attract readers. As cost cutting continues across the industry, newspapers that are eliminating print distribution for certain days or are restricting home delivery to select days are placing more value in their digital products. Register now!
The Online Paid Content Debate: Newspaper Execs Share Their Experience
Monday, April 27, 2009 at 3 p.m. EST
Before your newspaper launches an online paid content model, learn from the experience of two newspaper executives who have been there! Conan Gallaty of the Arkansas Democrat-Gazette will discuss his newspaper's success in online paid content, and Dave Storey of Gazette Communications will discuss why his newspaper dropped a paid content model after experimenting with it. Register now!
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NEW Case Study!
Milwaukee Journal Sentinel: Preventing the Self-Fulfilling Prophecy
In the middle of a global recession, conventional ad sales are taking a back seat to re-educating advertisers about the marketplace at the Milwaukee Journal Sentinel.
During normal economic times, newspapers elbow broadcast and outdoor competitors out of the way in their quest to sell print ads. But these are far from normal economic times. That's why the Milwaukee Journal Sentinel teamed up with rival radio, television and outdoor advertising companies for a unique local marketing campaign designed to keep area merchants up and running during this worldwide monetary malaise.
To read more, click here. |
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New NAA Blog: Ideas Gallery Showcase
 Are you looking for ways to increase your bottom line? The new Ideas Gallery Showcase blog in the NAA Community is here to help!
The blog will be updated frequently with the latest ideas being shared amongst NAA members and staff. Please visit the interactive blog to rate the ideas and leave your own experiences and comments.
If you have an idea you would like featured on the blog, please e-mail Lindsey Leisher at lindsey.leisher@naa.org .
See the blog here! (Community sign-in required.)
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