Traditional Media

*Know what Google is and what it wants

2008-07-30T14:42:00.005+08:00

[Image] If 10 years ago you’d say to someone that the New York Times would be a failure, they’d literally laugh in your face. After all, it’s an established resource with a huge subscriber base reaching all across the country.

But it’s old school. It doesn’t represent how people digest news anymore.

Considering all that the internet has to offer, it’s really no wonder we’re seeing businesses, no matter what their size, who aren’t adapting, losing.

Know what Google is and what it wants. Google delivers relevant information quickly and easily. To achieve this, does Google want web pages stuffed with keywords shouting for attention or do they want real, relevant content pertaining to specific subjects?

...if you’re not constantly swimming towards new ways to find the eyeballs of your customers, your business is gonna sink like a stone.

Paragraphs above, quoted from Eyeballs Prefer Google By Tim Paulino

*Control and creativity within Australia’s media

2008-07-17T16:33:00.007+08:00

[Image] Many television programs can only be produced because of the revenue generated by viewer interactions through telephone or SMS voting. News services extract surplus value from the costly business of journalism through repackaging and representation on the Internet and, more profitably, through mobile phones.
It is within the following three characteristics that we might begin to discern the battleground for control and creativity within Australia’s media:
* interaction is the new content: by which I mean that there is an increased significance within the media of human interaction, as opposed to the previously dominant processes of creation, distribution, reception or discussion of content;
* distracted and fascinated: by which I mean the rise of user or audience behaviours that simultaneously embody much greater levels of engagement with media while at the same time reflecting an attitude in which users are easily distracted; and
* you can get it for “free”: by which I mean that media consumers understand that while some media and some information must be, should be, and often is paid for, that equivalent, similar or better media and information products can be obtained at no apparent or extra cost.

Read the full article at Traditional media and the new media audience By Matthew Allen

*Are you beginning to the see the problem?

2008-07-16T13:53:00.004+08:00

[Image] We want active consumers, because an active consumer is one who is buying. In this sense, active doesn’t mean getting off the couch, or even exercising, it means buying stuff. An active consumer is wonderful to brands.
Indeed, branding is about getting the name, and or product/consumer benefit in front of consumers so that when they are actively looking to buy something, they pick the thing we’re marketing.
So back to interactive. Outside of the notion that you can’t interact with a billboard, billboards certainly want to promote activity. Unlike Billboards, websites and banner ads and things that come out of the “interactive department” are interactive.
Are you beginning to the see the problem?
General advertising wants to promote activity, but it doesn’t demand it. General advertising doesn’t say, “Do it now.”

Source: Isn’t all marketing inter-active?

*What is the 10% problem?

2008-07-14T20:24:00.004+08:00

[Image] How will newspapers shift their business center of gravity online the same way most have shifted their audience center of gravity? That is the question keeping every newspaper executive awake at night.
Bill Keller, the New York Times Executive Editor and excellent editorial emissary, made the following comment in an interview:
But the Web audience is growing at a great clip, while print circulation is not. And online revenues are growing faster, too, albeit from a smaller base. If the trend continues, there’s little doubt that — “eventually” — online becomes the main business.

Here is the rest of the article Newspaper Online vs. Print Ad Revenue: The 10% Problem by Scott Karp

*In favor of digital media

2008-07-10T17:41:00.004+08:00

[Image] ...as if they didn’t have enough to worry about - newspaper and magazine publishers may see a perfect storm accelerate if gas prices continue to escalate. There are three factors at work here - some go beyond the current economic situation.

For starters, as gas prices go up, so will the distribution costs. This could have a significant impact on margins. However, there are larger societal factors at bay here too.

Second, there's a greater awareness among consumers of their environmental impact. At the Forbes Online Brand Summit earlier this year, Jeff Cole from USC Annenberg predicted that as this broadens, consumers will cut back on print in favor of digital media.

Read more at Are We Living in a Perfect Storm for Print Media?

*Walkley Foundation's Future of Journalism conference

2008-07-09T09:49:00.007+08:00

It's true that newspaper sales in Australia have been holding up much better in recent years than they have in Europe and the United States. But there are local pessimists too. Eric Beecher, a former editor of the Sydney Morning Herald who now publishes websites like Crikey and Business Spectator, says that many of Australia's biggest-selling newspapers - including Fairfax Media's - are heading for trouble.

Click on the image below to see the interviews with Mike van Niekerk, Roy Greenslade and Eric Beecher.

Read the full transcript of the video from MediaWatch at this page

*Online Advertising vsTraditional Advertising

2008-07-07T13:47:00.009+08:00

[Image] Online Advertising offers Advertisers a targeted system of marketing that insures those who view their ads are the ones who are most likely to make a purchase. It also allows for improved tracking, as Traditional means make documenting conversion rates of advertising incredibly complicated. For example, the internet allows you to monitor the number of visitors who have viewed your website via a specific ad, as opposed to the difficulty in accurately tracking the reach of newspaper and television ads. Online Advertising also capitalizes on the vastness of the Internet and the Worldwide Web to deliver its marketing messages, thus attracting more Customers than its Traditional form.

Cher at the WholesaleU Blog lists a few of the many benefits of online advertising.
With adsonvids.com.au you can localize those benefits geographically, and take advantage of the huge movement towards video marketing online.

*Challenges faced by traditional media in an online world

2008-07-03T10:06:00.014+08:00

Image via Wikipedia

The threat of losing print advertising dollars to online media is very real. In fact, it's already happening, particularly in classifieds. No one in this room is oblivious to it. Television and radio and the yellow pages are in the same spot.

This is quoted from a speech by Rupert Murdoch to the American Society of Newspaper Editors, and note the date of the speech - April 13, 2005

The article by Rupert Murdoch can be read in full at www.guidomedia.com

The adsonvids.com.au community site will be first port of call for anyone looking for quality services and products in Perth, businesses with integrity and a high level of great service. Your site visitors will have a personal experience of you and can contact you immediately, plus so much more, as you can see in our video presentation on the home page.