Over the past 9-ish years, major newspapers have decreased the length of the average article by as much as 86%. Of course, this type of change doesn’t just happen without reason. Many papers are realizing the behavioral tendencies of their readers and understanding how to best serve the valuable information they yield. Understanding that readers only spend about 20 minutes engaged in their product is key.
So what about your advertisers? Do you understand what they expect? Do you know how to keep them coming back for more? Ask them.
Classified Concepts creates compelling mobile, online and print campaigns to keep readers engaged and advertisers happy! Find out more.
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It is interesting to see the huge gap illustrated here between Mobile Usage and Mobile Advertising spend. This can suggest several things – that advertisers believe mobile advertising doesn’t work, mobile ads are extremely cheap, or, most realistically that there is still a huge adoption deficit for mobile advertising.
Contrast this with the spend on print advertising versus the limited time spent consuming print.
Classified Concepts provides an affordable way to take your classified advertising to mobile. As your readers spend more time on their mobile devices it is more important than every to be serving ads in the most appropriate arena. As the local authority on news, advertising and information you have the added advantage that you can provide the most relevant data to the mobile environment – local data from a local source. This is a great opportunity to tap into the mobile advertising void around your audience.
Is your advertising revenue shifting from print to mobile? What trends are you seeing in internet based advertising? Let us know in the comments section.
As Mary Meeker, the Queen of the Internet, made clear earlier this year, mobile is on the wrong side of a monetization gap. While consumers are spending more and more time on mobile devices, advertising revenue there is still lagging well behind traditional online — some $30 billion was spent in online advertising last year in the U.S. vs. $1.6 billion for mobile ads. Ad rates on mobile are 5 times lower than on desktop.
Advertisers are expected to chase the eyeballs to mobile, though to what extent and how quickly is unclear. Mobile presents particular challenges for advertisers because they don’t have the same retargeting tools (like cookies) that they have online, the screens are smaller, and ads have the potential to be more intrusive than on the desktop. For now, marketers are spending more on ads for smartphones than for tablets, because more people own the former than the…
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Does the mobile package you offer your retailers include a store locator (you know, one of those groovy maps that shows where to find their favorite brands)? According to Millennial Media’s November S.M.A.R.T. report (2012), there are a few compelling reasons why it should:
- 55% of Retail and Restaurant Advertisers indicated driving in-store traffic as one of their campaign goals.
- 44% of all Retail and Restaurant campaigns use a store locator in the mix.
- 61% of Retail and Restaurant Marketers use location-based targeting to drive in-store traffic.
If your goal is to drive traffic to your advertisers’ locations, then a map is your best bet to get them there. Classified Concepts helps newspapers across the country with their mobile, online and print location based products for Retail, Entertainment, Real Estate, Auto and Garage Sale categories. Learn more from us at www.classifiedconcepts.com.
Greg Harmon of Borrell Associates, who has been tracking readership trends for more than a decade said that “the average print reader is a female nearing 60, when the average age of the national population is 43.” He continues “The user of a newspaper website is a little less female than the print subscriber and just over 50 years old. Our research shows that print and web readers are basically the same people – and that the average age of the online newspaper audience keeps getting one year older every year.”
So how do we know that newspapers are doing a poor job diversifying their audience? Professor Rich Gordon of Northwestern University completed a study in September 2012 based on 300 of Chicago’s largest news-oriented sites. His main focus was to determine who was linking to whom so that he could better understand whether the readers of a particular news source were coming in via a third party (new audience), or simply being redirected from a sister site (existing audience).
After studying the results, it was clear that newspapers were gaining the bulk of their link-driven traffic by steering existing readers from place to place on their own sites. Specifically, he found that 81.7% of the links generating traffic for sites associated with the Chicago Tribune came from within the newspaper’s family of sites and that 80.4% of the link-driven traffic at the Sun-Times Media Group came from its corporate cousins.
There’s certainly nothing wrong with redirecting readers to various places within the same newspaper company. However, the lack of engaging new audiences can, and will, be detrimental in the end.
One example of how newspapers can leverage new and younger audiences is by linking to third party content. An example of this would be The Chicago Tribune’s ChicagoNow.Com. They aggregate content from many Chicago area bloggers covering just about any topic out there. This allows blog users to become engaged and perhaps stumble upon valuable staff generated content on the main Tribune site.
For industry news, follow me on Twitter @aprildauzat
Want to grow younger audiences via innovative and valuable mobile engagements? We can help. From Real Estate and Garage Sale apps to Shopping and Entertainment. Contact us today! email@example.com
We all follow patterns, routines, if you will. Daily, weekly, monthly norms to get us from one point to the next. Turns out hurricanes aren’t so different. Learn more today in our final post on hurricanes on our sister blog at Maps.com: Hurricanes Tracking Hurricanes.
And thank you for joining us for this diversion from our regular “classified” content. If your media company is interested in learning more about Geography In The News and licensing it for your print or online use, feel free to contact us at firstname.lastname@example.org, and we’ll gladly put you in contact with Dr. Lineback and his team.