Tag Archives: newspapers

The “Newseum”

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http://www.newseum.org

Anyone interested in seeing front page news from around the US every morning can stop over to Newseum.org . You can literally check out content on the front pages from over 800 newspapers – ranging from small town papers to large dailies like The Washington Post.

In addition to hosting this large group of newspaper front pages online, the Newseum has a top top rated museum headquartered in Washington D.C., featuring curated exhibits, events and programs covering notable news events throughout history.  Current exhibits include a gallery of Pulitzer Prize-winning photographs, an interactive news room and an exhibit about Presidents and their pets.

Now, more than ever, may be an important time to take a trip here and appreciate the role journalism in its various formats plays in our society. We’ll be making the trek.

Have News Publishers Become Dangerously Dependent on Facebook?

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In an interesting post on The Monday Note the author Frederic Filloux outlined the tough spot news publishers have found themselves in when it comes to distributing their content on Facebook.

On the one hand, content producers need all the article distribution and eyeballs they can get, and Facebook provides them, en masse. According to Filloux, “Today, Facebook drives about 40% of all referrals and Google drives about 35%.” That’s an insane amount of referral traffic, and much the reason why newspapers and magazines started using Facebook’s “Instant Articles” platform to publish content directly to users. That, and the fact that Instant Articles purported to provide the reader with a better, faster article loading experience to aid in ease of reading. Ideally, this would provide a huge amount of traffic to the articles, and eventually provide ad revenue either via the publisher’s site direct or through Facebook Ads itself.

Alas, it seems things may not be working out as planned on the publisher side, as Facebook recently changed their News Feed algorithm to display news from friends and family first, while lowering the priority of Instant Articles. Essentially, publishers can post articles all day long, but Facebook ultimately controls how many people, and exactly who, the content will be display to.

How publishers will react to this remains to be seen. Have they become so dependent on the Facebook traffic that they will pay the increasingly high ad prices to maintain and grow the audience they’ve been working to engage? Facebook hopes so. Will they pull back on Instant Articles and refocus on different distribution methods? A definite possibility.

If you’ve thought about publishing via Instant Articles, we’d highly recommend you read Filloux’s piece on the tenuous relationship between Facebook & content providers – it is very insightful. Find his full post here: https://mondaynote.com/news-publishers-facebook-problem-6752f1c35037#.bjqhs54ze

Post by Jess Greiner

Local PI (per inquiry) – Top 5 Reasons to Start Today

Digital Print pic

Local PI (per inquiry) is a program for community-based publications that are looking to meet the changing needs of advertisers in their local market. Every community has local market advertisers that want to buy newspaper ads but will only buy the ads on a performance basis (meaning pay-per-call.) In other words, local PI is a way for local publications to generate revenue from local advertisers that are otherwise more likely to continue spending their entire budget on search marketing and social media. Local PI offers community publications a way to stay relevant to the majority of local market advertisers.

At Mediabids, we have local PI already figured out for you. We handle all the paperwork, rate negotiations, ad traffic, call tracking/reporting and accounts work. Your publication runs the advertising and is paid a fixed amount per call generated. It’s that simple!

Whether or not  you’re struggling to replace lost print revenue with digital or alternative sources, here’s the top FIVE reasons to be considering local PI.

It’s Easy

Under any circumstances, it’s tough enough to sell advertising space. But now you’re also battling against several damaging mis-perceptions -namely, print is dying and too expensive. Local PI is entirely response-based (e.g. phone calls) so it’s easily more measurable and cost-effective for advertisers than most other local advertising options.

Also, Mediabids handles everything so local PI doesn’t cost you or your sales staff time or money. Your ad reps continue to focus on selling ROP and digital to their book of business.

New Print Revenue

Local PI is an alternative revenue source but it’s also new print revenues. To put it another way, it’s a new opportunity for you and for select advertisers in your market. The ideal local PI advertisers:

a)  May have tried print before but didn’t stick with it.

b) Were consistent customers for many years but are now reluctant to return your calls.

c) New businesses or advertisers that have always avoided print for one reason or another.

Phones Are Driving Everything

Local PI provides local advertisers a way to tap into the increasing use of smartphones and tablets by consumers. It just makes good business sense.

Mobile phones use has exploded over the past 4-5 years and people love to pick up the phone and call, rather than fill out an online form or email. In fact, roughly two-thirds of customers prefer to call versus other ways to contact a business. BIA/Kelsey recently reported that by 2019 businesses will get 162 billion more customer calls than they received in 2014. (Invoca, Call Intelligence Index 2016) Clearly, consumers are increasingly wired to call.

Bridge the Digital-Print Divide

Mobile phones are the proving to be the missing link between advertising and the customer. Seventy-nine percent of people ”switch devices during a single activity” – meaning consumers today move from one media channel to another and move from online to offline media channels quickly and with ease. (Invoca, Call Intelligence Index 2016) Local PI drives calls from print ads to local advertisers and print calls are by far the highest quality calls. The average call from a newspaper ad is over 3 minutes longer than an average call from TV and 2 minutes longer than an average call from an online display ad.

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Local Advertisers Get Results

According to the Invoca’s Call Intelligence Index 2016, the industries with the highest increases in call volumes are those with high value purchases or services where customers generally need a lot of personal service. The kinds of local businesses in these categories include home repair, financial services, insurance, health and wellness and travel. What does this mean? It means you likely already have a long list of potential local PI advertisers in your backyard.

Rolling all this up – you have advertisers that want measurable response and customers that are increasingly prone to respond to advertising via their phones. As a print publication, you want more print revenue but you need a way to overcome the usual objections to print – ”high” cost and a less competitive ROI. Local PI by Mediabids checks all the boxes.

Post by Jim Jinks.

 

 

 

5 Print Industry Videos (In Additon to the #tronc Video) That Are Worth A Watch

The video tronc (formerly Tribune publishing) recently released has received a lot of attention within the publishing industry. Here’s a link ICYMI – https://youtu.be/oeo1V-47BBw

While it is definitely noteworthy, (and many other blogs have covered it quite thoroughly) we wanted to bring to attention a few more videos about the industry that are important in their own ways.

1.) When Journalism Meets Technology

A super interesting video about how media companies are using artificial intelligence to create news stories. One example is how an article about an earthquake in the LA Times was created automatically in four minutes by a “Quakebot”.

2.) Print’s Not Dead for Comic Books
Sales of hard copy comic books are on the rise, which flies in the face of the common narrative about the death of print.

 

3.) Innovation in Newspaper Ads – Some interesting samples from Newspapers Canada about how advertisers are using print in clever ways.

4.) The Wall Street Journal – Newspaper Readership Now, Then and in the Future A concise look at the evolution of the newspaper.

5.) MediaBids – Newspaper Advertising is Alive

Here at MediaBids, we see print ads driving phone calls, leads and sales to advertisers all across the US. In this video, we talk a little bit about how performance ads can generate a new revenue stream for newspapers.

Post by Jess Greiner

Content Marketing Via Newspapers

SF HousesAt Mediabids we recently became aware of a somewhat unique insert program at the San Francisco Chronicle. They call it the ”slim jim.” It’s essentially a multi-page, double-sided pamphlet (full-color, 6 wide x 10.5 tall.) In fact, you may have seen a similar ”insert” from American Express or another lux brand in the New York Times or the Wall Street Journal. Anyway, this got us thinking about inserts and newspapers in a slightly different way.

One unique aspect of the slim jim product is the personalization feature; the inserts are going to San Francisco Chronicle subscribers only. As such, the advertiser prints ”Exclusively For San Francisco Chronicle Subscribers” on the front and back cover. This tactic isn’t necessarily cutting-edge but it is more often used in direct mail than newspaper inserts. Furthermore, the advertiser is using a unique phone number specifically assigned for the slim jim. The calls (both inquiries and sales/reservations) are then tracked back to the paper’s subscriber list. The tracking/reporting allows the advertiser to precisely measure ROI.

A top travel brand has been running the slim jim consistently for the past year. By all accounts it has been a very successful effort. Relative to a simple newspaper display ad, the slim jim really plays to the strengths of the advertiser and newspapers. Indeed, for advertisers and publications, there’s a lot to like about this type of insert product because it is essentially ”content marketing via newspapers.”

content

There are several reasons why newspapers are ideal content marketing distributors – targeting and context to name two. Affluent households are readers and print is a proven, high-conversion media channel. Insert products, like the slim jim in particular, allow for engaging graphics and copy -qualities that tend to be more appreciated by affluent, print media consumers. Perhaps most important though, good content can further the duo marketing goals of brand and sales. Print display ads, on the other hand, tend to struggle to further more than one objective at a time at a time.

Don’t get me wrong, the idea of newspapers as content marketing distributors is not new. Advertorials have been a part of print publishing for generations and we are only a couple of years removed from the ”native ad” craze of the early 2010s.

http://www.theguardian.com/media-network/media-network-blog/2014/mar/24/brands-publishers-digital-content-marketing

We are well into the era of digital publishers being content marketers themselves and offering content marketing services to clients. Content is ”king” and print publishers are beginning to catch-up to the idea. Nevertheless, beyond the largest metro dailies, the idea that newspapers (and inserts) are a great way to distribute marketing content may not be top-of-mind in print ad sales departments around the country.

Increasingly, advertisers want marketing campaigns that are cost-effective, measureable, ideally allow for the right amount of personalization and reach qualified consumers or purchasers efficiently.  The San Francisco Chronicle’s slim jim (and similar insert products) check off many of these ”must haves” of smart marketers in 2016.

Post by Jim Jinks

 

 

 

Gannett bids for Tribune

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All newspaper industry eyes are watching to see what will happen next with Gannett and Tribune.  On vacation or taking a digital hiatus and miss the news of Gannett’s bid to buy Tribune earlier this week?  Don’t worry, we’ve got you covered.  Here’s a roundup of articles on the potential acquisition:

  • USA Today provided a good overview of the news of the deal in which Gannett has offered $815 million to buy Tribune just weeks after acquiring Journal Media Group for $280 million.

http://www.usatoday.com/story/money/2016/04/25/gannett-offers-815-million-buy-tribune-publishing/83488422/

  • The Tribune chairman Michael Ferro Jr. reportedly missed the email from Gannett CEO Robert Dickey offering to buy the company, as reported by the Wall Street Journal:

http://www.wsj.com/articles/gannetts-offer-tests-tribunes-new-leadership-1461775430

  • The WSJ details that the offer has not been without drama:

http://www.wsj.com/articles/tribune-ceo-blasts-gannett-as-playing-games-with-takeover-bid-1461675264

  • Poynter provides interesting commentary and speculation that the takeover is likely to go through, though not without the blessing of the DOJ:

http://www.poynter.org/2016/why-gannett-is-likely-to-win-its-takeover-bid-for-tribune-publishing/407965/

  • Predictions from Poynter on what the deal would mean for Tribune, should it go through:

http://www.poynter.org/2016/heres-what-gannett-would-do-with-tribunes-major-newspapers/408923/

  • Media Life Magazine taps newspaper merger and acquisitions authority Sara April to provide expert analysis of the deal and what it means in the context of industry trends, pointing to a recent surge in newspaper deals.

http://www.medialifemagazine.com/behind-recent-surge-newspaper-deals/#.VyJyafQf5wA.twitter

  • For more analysis from Media Life, particularly through the lens of what it means for Tribune, see here:

http://www.medialifemagazine.com/perhaps-the-endgame-for-tribune/

The acquisition would certainly have effects for media buyers and advertisers – even though Gannett claims editorial staff is valued and journalists would not be affected, it is very likely many administrative functions (ad sales, billing, etc.) will be centralized or “streamlined” to maximize cost savings ($50 million in “synergies”).  Now that we’re all caught up, stay tuned.  The uncertainty is undoubtedly shaking things up at papers held by both media companies.  More to come.

Post by Darcy Mauke

Newspaper Readers Don’t Use Mobile Phones

Did I get your attention?

Conventional wisdom, at least from not long ago, would say that older Americans are not that ”digital.” In 2014, Pew Research showed that people 65+ were still about 18% less likely to use a mobile phone and they’re only about half as likely to go online and/or have broadband access. In other words, people 65+ are kind of like the ”settlers” in the latest (and very funny) series of DIRECTV commercials.

For sure, older Americans are still doing some things at a higher rate than the generations coming up behind them; like watching TV (when the show airs rather than time shifting), using the landline to make calls, ”going online” using their desktop PC and reading newspapers (the kind that will occasionally leave black ink on your fingers.) However, if our first-quarter call data is any indication, the conventional wisdom about older Americans and newspaper readers may be quickly becoming more conventional than wisdom.

Mobile vs Landline Chart

Our chart shows the percentage difference between the number of mobile calls versus landline calls; meaning in Texas, for example, there were over 300% more mobile calls than landline calls during the first three months of this year. New York State, at the other end of this scale, had a small difference between the number of mobile and landline calls. Of course, without weighing the types of publications and the specific advertisers that drove the calls, we’re not suggesting anyone jump to conclusions. Although, the advertiser mix is likely similar across these states. Also, for this comparison we only looked at the ten highest population states. The total sample, for all ten states, is tens of thousands of qualified calls.

The point is that with so much change in media devices and technology and so much change in our habits over the past several years, it’s likely we don’t know as much about ”seniors,” ”millennials,” ”adults 25-54” or any demographic set for that matter. If newspaper and print readers are reaching for their mobile phones first (often at a much higher rate than landlines) then it’s time to update the popular view of newspaper/print readers…if it’s possible.

Post by Jim Jinks