A study by the Audit Bureau of Circulations indicates that online British-newspaper readership went up 70% in 2008. Which should be great news for those sites, if they can draw advertising.
The interesting thing is, only 36% of readers actually live in the UK. 70% of the Daily Mail’s 19.7 visitors live outside of the UK. The same goes for about 2/3 of the Guardian’s 22.8 million online readers and for the Telegraph’s 21.1 million visitors.
What does that mean for advertisers? My experience with reading French newspapers online is that most of the ads advertise goods or services I would get in France, which doesn’t do me any good. Only very few ads use IP geolocalization techniques to feed me, say, banner adds telling me how to get a France 24 satellite feed in Los Angeles.
Which means that whoever is in charge of those ads (the paper, the online ad agencies?) needs to get a grip and start using IP geolocalization. The first online paper to do it effectively might well see its ad revenues surge.
Tuesday, March 31, 2009
Wednesday, March 11, 2009
The Guardian on convergence
The Guardian is making a strong move towards convergence by launching an application programing interface
The Open Platform will allow developers to integrate Guardian content into their own applications. The pricing model will be twofold:
- 1) free content provided by the Guardian - in exchange, the developer needs to let the Guardian push its ads into the application; or
- 2) the Guardian licenses the content for a fee, if the developer wants an add-free application
"There's no such thing as a newspaper industry. There's a news industry"
Rick Martinez has an interesting slideshow out
One thing is particularly interesting in my opinion, it is the statement that "There's no such thing as a newspaper industry. There's a news industry." I like it because it is forward looking and helps us refocus on what matters. It echoes a very clear statement made in the French White Paper on the future of the press. The White paper states that what matters is the news, not the paper, and recommends actively seeking to push content through new conduits (e.g. your hand held, internet connected device). I think keeping this point in mind will help us look in the right direction.
An Analog Brain in the Digital World: Newspapers
View more presentations from digx.
One thing is particularly interesting in my opinion, it is the statement that "There's no such thing as a newspaper industry. There's a news industry." I like it because it is forward looking and helps us refocus on what matters. It echoes a very clear statement made in the French White Paper on the future of the press. The White paper states that what matters is the news, not the paper, and recommends actively seeking to push content through new conduits (e.g. your hand held, internet connected device). I think keeping this point in mind will help us look in the right direction.
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