def of “paywall” - A feature of a website that only allows access to certain pages or data to paid up subscribers Will these paywalls, however carefully crafted, persuade people to pay for something they are used to getting free? A barrage of surveys suggests it will be difficult. A poll by Harris Interactive for paidContent:UK, a website owned the Guardian, finds that three-quarters of Britons say they would switch to an alternative free news source if their favourite website began charging. In November 2009 Forrester, a consultancy, found that 80% of Americans would abandon news websites if they charged. Plenty of news outlets, from the BBC to CNN, seem likely to continue providing free online news, and there will be plenty of aggregator websites to sift their offerings. Read more at www.economist.com |
Total newspaper advertising revenue dove 28% in Q309 compared with the same quarter in 2008, falling from $10.1 billion to about $6.4 billion, according to the most recent figures released by the Newspaper Association of America (NAA). |
Print was not the only area to see revenue plunge, according to the data. Online revenues fell 17%, from $750 million in the same quarter last year to $623 million this year. Read more at www.marketingcharts.com |
- Television: 31.1% (down from 34.7% a year ago)
- Daily newspaper: 19.4% (down from 23.5%)
- Radio: 19.4% (up from 16.5%)
- Online: 14.6% (up from 12.7%)
- Weekly community papers: 4.4% (down from 5.1 %)
- Free shopper newspapers: 2.9% (up from 2.2%)
- Magazines: 2.1% (up from 1.6%)
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| College grads are more likely to trust online news (giving online a 6.3 rating vs. the 5.7 rating by the general population), and are less likely to trust TV news (giving TV a 6.1 rating vs. the 6.5 rating by the general population). |
| Respondents with annual household incomes of $100K and above trust online sources considerably more than the general population (giving online a 6.5 rating, compared with the 5.7 rating by the general population). |
The American Press Institute asked 2,400 newspaper executives if their papers “provide access to stories or information such as sports scores, headlines, stock quotes, etc.,” via Twitter, Facebook, Email alerts, Mobile/PDA, YouTube, Kindle, Flickr, e-readers, etc., and told them to “check all that apply.”
As the chart below shows, a whopping 24% of all respondents answered “None at this time.” Bizarre.
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The firms mentioned below are ComScore and dunnhumbyUSA. During 12 weeks, the two firms found that online ad campaigns with an average reach of 40 percent of their target audience led to a 9 percent increase in retail sales of the brands advertised. |
“These early results confirm the ability of online advertising to successfully build retail sales of CPG brands on par with the impact of television advertising,” said Gian Fulgoni, executive chairman of comScore. Read more at www.adotas.com |
| For the first time, the small and mid-sized businesses using online media for advertising/promotion has eclipsed the percentage using traditional media |
| SMBs reduced spend on ads and promotion 23.5% from August ‘08 to ‘09 |
The article attributes some of the online success to tighter targeting. Also important to note is that online media is generally cheaper than traditional TV. The study, based on a 200,000 panel of consumers who were members of grocery store loyalty programs, indicated that online advertising lifts retail sales of CPG products by an average of 9%, compared to an average lift of about 8% from TV campaigns (measured by Information Resources, Inc. and published in their seminal research paper How Advertising Works). Read more at www.marketingvox.com |
When respondents in the survey were asked whether the presence of a celebrity in an ad makes them more likely, less likely or neither more or less likely to buy the product, nearly 8 in 10 (78%) said it doesn’t sway them one way or the other. In fact, only 8% said the presence of a celebrity spokesperson makes them more likely to buy a product. This compares with a significant 12% who actually say it makes them less likely to buy a product. Read more at www.marketingcharts.com |
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Forrester: 80% of Americans Would Abandon News Websites If They Charged
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