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Trinity Mirror, Arena Media and Aviva: Discussing the future of newspapers at Shift 2013
Lena Roland, Event Reports, Newsworks Shift, April 2013
This report presents an overview of some of the major themes from an event organised by newspaper trade body Newsworks, exploring how newspapers can remain relevant and influential in a multi-platform digital age.
This report presents an overview of some of the major themes from an event organised by newspaper trade body Newsworks, exploring how newspapers can remain relevant and influential in a multi-platform digital age. There was consensus that migrating to a digital world must be embraced; newspapers must serve their audience on multiple devices, in real-time. There is opportunity for newspapers to enhance trust in their brands by leveraging the strength of their journalistic output. It was also noted that editors and journalists will need to learn new skills to ensure their output is of sound provenance. It was widely agreed, for now at least, that paywalls are workable for truly distinctive content only.
Warc Media Trends Snapshot: The New Newsstand – How small publishers are cracking the digital monetisation issue
Warc Trends, Snapshot, March 2013
Publishers are diversifying away from the traditional free, ad-supported digital model in increasingly innovative ways – from crowd-funding to subscription-based apps.
Publishers are diversifying away from the traditional free, ad-supported digital model in increasingly innovative ways – from crowd-funding to subscription-based apps. The tipping point in this trend could be Andrew Sullivan's decision to go independent and charge readers $20 a year for full access to his ad-free site, The Dish, rather than stay with a large, free-to-access, ad-supported online publisher. Apple, and its Newsstand app, stands to be the big winner from the trend. This Snapshot includes examples of brands ahead of the curve.
Interactivity perceptions and online newspaper preference
Thijs Broekhuizen and Arvid Hoffmann, The Journal of Interactive Advertising, Vol. 12, Issue 2, Spring 2012
The present article examines the relevance and importance of perceived interactivity for online newspapers.
The present article examines the relevance and importance of perceived interactivity for online newspapers. A large-scale survey of online newspaper readers highlights the influencers and consequences of online interactivity in a real-life setting. Perceived interactivity positively influences online newspaper readers' flow experiences and quality of information processing, but only the latter consequence enhances online newspaper preference. Although interactive websites typically demand greater user skills and effort, readers with lower levels of online skills and need for cognition benefit more strongly from perceived interactivity, because perceived interactivity has a stronger effect on the quality of their information processing.
Understanding Newspaper Audiences
Andrew Green, Warc Best Practice, December 2011
A Warc Best Practice paper on measuring and understanding newspaper audiences. The discipline is struggling to keep up with fast-changing consumption patterns, with many preferring newspaper websites to the print products.
A Warc Best Practice paper on measuring and understanding newspaper audiences. The discipline is struggling to keep up with fast-changing consumption patterns, with many preferring newspaper websites to the print products. Adspend for the medium is also falling around the world, as are circulations. The paper looks into the strategic value of placing newspaper ads, overs an overview of how ad impressions are measured and points towards future development in the sector.
Leveraging the power of social media: The impact of shared news content on consumers
Gregg Liebman and Carl Marci, ESOMAR, 3D Digital Dimensions, Miami, October 2011
This presentation details research findings on bringing news videos and articles into social conversation and the effect on engagement when online content is an extension of personal interactions.
This presentation details research findings on bringing news videos and articles into social conversation and the effect on engagement when online content is an extension of personal interactions. In previous research, Innerscope Research found participant conversations creating higher levels of emotional response than the content itself. CNN expected that stories shared through social media would experience a lift similar to that created in recent usability and redesign work. The study results, however, place the impact of social media in a fundamentally different category with extremes of lift in both the influencer and their friend network.
To pay or not to pay
Euan Mackay, Admap, September 2011, pp. 40-42
Before charging users for online content, media owners should be prepared to undertake comprehensive audience insight and behavioural studies.
Before charging users for online content, media owners should be prepared to undertake comprehensive audience insight and behavioural studies. From the all-encompassing paywall to free and easy, via the metered solution, the newspaper industry gives an indication of the kinds of digital strategies that are currently being deployed. The problems that newspapers face are echoed in the film and music industries but by analysing usage habits of its subscribers, Hulu, with its 'fremium' service, has shown that there is a successful model out there. It is through properly understanding their audience and tailoring packages to meet the different needs of the priority segments that content providers can hope to avoid alienating loyal users.
Asia's digital publishers talk apps, not ads: Digital Matters 2011
David Wolf, Event Reports, Digital Matters, June 2011
This report from the Digital Matters 2011 conference, Singapore, discusses how newspapers and magazines are looking to publish via apps to smartphones and tablets.
This report from the Digital Matters 2011 conference, Singapore, discusses how newspapers and magazines are looking to publish via apps to smartphones and tablets. For example, The Economist app for iPad has been downloaded 1.7 million times, three times the forecast, whilst Bloomberg BusinessWeek's app was downloaded 117,000 times in its first month. The challenge remains, however, to create engaging customer experiences that do more than just flatly interpret a publisher's "analogue" product. Of equal importance is attracting advertisers to these new digital platforms. Several publishers noted that financial brands were the leading adopters in this area.
Preparing for a mobile future - insights from the New York Times
Geoffrey Precourt, Event Reports, ad:tech San Francisco, April 2011
This report from ad:tech/San Francisco covers the presentation of Tiiu McGuire, New York Times product marketing manager.
This report from ad:tech/San Francisco covers the presentation of Tiiu McGuire, New York Times product marketing manager. She describes the challenges and imperatives of offering consumers a compelling digital experience and sets out ten trends that need to be taken into account. These include the fact that mobile and tablet formats will, before long, overtake wired PCs as the most common way to access the internet; iPad users' receptivity to digital advertising; the evolution of metrics; (lack of) standardization of advertising formats; and the growth of smart apps.
New York Times Metered Model
Norm Johnston, Mindshare, March 2011
Following the New York Times's decision to introduce an online pay-model, this article presents the details and implications of the change.
Following the New York Times's decision to introduce an online pay-model, this article presents the details and implications of the change. The new metered model is intended to still reach light readers but also earn subscription fees from heavy, loyal users of the service.
Following the Fashionable Friend: The Power of Social Media - Weighing the Publicity Effectiveness Of Blogs versus Online Magazines
Jonas Colliander and Micael Dahlén, Journal of Advertising Research, Vol. 51, No. 1, 2011, pp. 313-320
This article investigates—and compares—the effects of brand publicity in social and “traditional” digital media.
This article investigates—and compares—the effects of brand publicity in social and “traditional” digital media. In an analysis of consumer responses to identical brand publicity in seven popular blogs and seven popular online magazines, the authors found that blogs generated higher brand attitudes and purchase intentions. This effect can be explained, in part, by blogs’ higher para-social interaction (PSI) with its users. They also found that—owing to that para-social interaction—publicity is more sensitive to user perceptions of the writers’ credibility and relationship with the brand. Based on their findings, the authors provide implications and a new architecture for the media and marketing industries.
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