Online adspend is growing faster in countries like Britain, Sweden and Norway compared to the US. eMarketer published a report from ZenithOptimedia that suggests the US is falling behind.
ZenithOptimedia states: “We expect the Internet to take nearly 9% of global adspend by 2009, but experience from the most developed markets suggests it is heading for well over 10%. The Internet already attracts more than 10% of adspend in three markets (Norway, Sweden and the UK), and by 2009 we expect it to do so in ten markets (Australia, Canada, Israel, Japan, Norway, South Korea, Sweden, Taiwan, the UK and USA). The Internet has its highest share in the UK, where it will attract 13.5% of adspend this year and 21.5% in 2009.”
Looking at the breakdown of online advertising, the researchers found that paid search is the largest single type of Internet advertising, and the gap between search and display ads is widening. However, display includes video ads and other innovations that are exploiting the creative opportunities offered by high-speed broadband, and still has growth potential. Meanwhile, classified continues to migrate from print to online.
Philip M. Stone writes:
Newspapers have been trying whatever they can to attract back younger readers – special sections, something for the young on almost every page — but at the end of the day those young readers are still slipping away to the Internet.
So why not just throw in the towel and concentrate on those readers who really do want their daily newspaper read – those aged 45 and over.
Revolutionary, you say. Goes against the grain? Well, go tell that to Gannett, the largest US newspaper publisher, for that’s how it sees the development of their newspapers going forward as part of their Information Center Plan, and it could be they’ve got it right.
But then he makes the mistake of equating a specialist magazine to a newspaper:
After all, let’s not forget that the largest circulation print consumer magazine in the world is AARP The Magazine published by AARP (It used to be known as the American Association of Retired People but that insinuates a membership aged 65 and over and AARP markets them as they reach age 50). The magazine is bi-monthly, runs anywhere from 80 to 140 pages, and according to Mediamark Research, Inc. it now reaches some 30 million Americans, a 7% increase over a year ago. When was the last time a newspaper publisher saw a 7% increase in any demographic?
Now that’s a pretty shoddy stat to defend your argument.
He then cites Sue-Clark Johnson, president of Gannett’s newspaper division:
“Our newspapers are going to be positioned more in the direction to those more comfortable reading print. Our Information Centers enable us to connect to the community, engage readers and provide a more customer-centric approach for our advertisers.” She believes the core newspaper readership is aged 45 and over.
I don’t know any paper that would give up trying to lure the young.
In Britain, newspapers are giving away free Sunday editions in DVD format. Now that’s a start. It’s not the readership you want to kill focusing on just one age group. It’s the format you are trapped in that needs to be freed.
Go digital, in every way. But remember kids are STILL READING the paper.
Stone goes on with better rationale:
Of course, there is some risk in such a strategy. As no less a personage than Warren Buffet told his shareholders this year, “Newspaper readers are heading into the cemetery, while newspaper non-readers are just getting out of college.”
…Most newspapers are multi-platform and their web sites are becoming increasingly popular. And the bulk of the web readers are the younger crowd. So, accept that, shape the web site for that crowd, and entice the advertisers for that crowd. The older reader favors the print edition, so change its editorial flow accordingly.
The days of one size fits all in the media world are becoming increasingly numbered. Can aiming newspapers in this way really work? Look to Japan where newspapers and television go out of their way to attract older consumers.
The Asahi Shimbun has an 8 million AM circulation and a 4 million PM circulation. To satisfy its over-60s, it prints a special supplement, in a larger font, with articles of more interest to the older generation such as hobbies, pensions and health. The over-60s have money to spend and the supplement is popular with advertisers.
The NHK television network’s research showed older people like programs that teach them new hobbies, music programs and programs on health, and that programming, in turn, has become very popular.
Neue Zurcher Zeitung, Switzerland’s premier quality daily newspaper, explains, “The older generation are media consumers without match. Of all demographics they are the ones who not only watch the most television and listen to the most radio, they are also the group best reached by newspapers.”
Since newspapers are looking for growth areas, maybe its best to go after those consumers it knows wants to read their print editions – as Gannett seems to have concluded – and let the Internet and other digital platforms take care of most of the younger crowd needs.
[via The AsiaTech]
A report on Windows Live Spaces suggest a surge in Asian bloggers:
– Nearly half of those online in Asia have a blog
– 74% find blogs by friends and family to be most interesting
– Young people and women dominate (except India where it is overwhelmingly a male domain and Korea where blogging is a part of everyday life for all)
– 50% believe blog content to be as trustworthy as traditional media
– 41% spend more than three hours a week blogging
– More than 40% have less than 10 visitors per week
Asia’s blogosphere is surging forward with nearly half, 46%, of those online actively blogging, according to research released today by Microsoft’s MSN and Windows Live Online Services Business. The research showed that blogging is a social phenomenon with Asians primarily blogging as a means to maintain and build their social connections and to express themselves.
Blogging as a corporate or business tool still appears to be nascent in most markets, with little interest from consumers in blogs from business or political leaders. The exceptions are online powerhouse Korea where blogging has permeated all aspects of life and India where a culture of self improvement is seeing business related blogs become very popular.
Blogging Asia: A Windows Live Report, released today, details the research findings which are based on an online survey of more than 25,000 MSN portal visitors across seven markets.
Social Connections and Self Expression Drive Asia’s Bloggers
According to the report, the region’s bloggers are primarily driven by the need to express themselves and share their lives with family and friends. The highest number of respondents (53%) indicated that they chose to start a blog to share a diary or photo album with loved ones.
The report also showed that Asia’s blogosphere is fueled by youth with almost half of all bloggers (56%) under 25, while 35% are 25 to 34 years old, and 9% are 35 years old and over. When broken down by gender, 55% of bloggers in Asia were found to be female and 45% male.
“User created content and community based online services are really propelling the Internet in Asia right now,” said Alex Stewart, Director of Microsoft’s Online Services Business, Asia Pacific.
The Pulitzer board has finally acknowledged that the web exists. It’s allowing for new media and multimedia entries for the award, calling it “blended journalism”, and in a swift stroke suggesting there’s something impure and bastardish about mixing media to tell a better story for the 21st century.
NEW YORK — The board in charge of the Pulitzer Prize announced Monday that newspapers will be allowed to submit video and interactive graphics in nearly every category for the first time, reflecting the changing reality of how news is presented online.
Allowing more online material “was the next logical step,” said Sig Gissler, administrator of the Pulitzers, the top award in American print journalism. “It emphasizes blended journalism and that’s where newspapers are today.”
Online material was allowed to be part of all entries for the first time this year, but was restricted in 13 of 14 categories to written stories or still images. The exception was the Public Service category, which has allowed material such as streaming video and databases since 1999.
For the 2007 Pulitzers, newspapers can submit online material like video, blogs, databases and interactive graphics for all print categories.
The photography categories remain restricted to still images. In the categories of breaking news reporting and breaking news photography, the board will continue to allow entries to consist solely of work published online. Other categories must include some material from the newspaper’s print edition.
The Pulitzer Prize Board also replaced the Beat Reporting category created in 1991 with a Local Reporting category.
Creating the Local Reporting category “places particular emphasis on local news coverage, which is really the lifeblood of newspapers both in print and online,” Gissler said. Entries can either be a special project or sustained coverage of city, state or regional issues that matter to the paper’s core readership, Gissler said.
Beat reporters are still eligible to submit their work in other categories.
The 2007 Pulitzer Prizes, for work done in 2006, will be announced April 16.