Shaping the Future of the Newspaper Blog - Advertising

News International ads showcase power of print

Mon, 08 Feb 2010 16:58:07 -0600

News International Commercial has launched outdoor and print advertisements that aim to show the power of newspapers and magazines, MediaWeek.co.uk reported today.

The ads are based on research from Microsoft Advertising, which in December stated that for large retailers, print advertising is more effective than online ads, and more than twice as effective as television ads. Each £1 spent on print ads garner £5 in revenue, while TV and Internet ads bring in £2.15 and £3.44, respectively.

Rival magazine publishers join forces to promote medium

Fri, 05 Feb 2010 07:59:27 -0600

Five magazine publishers will put competition aside to create a marketing campaign promoting their medium, MediaWeek reported Thursday. Condé Nast, Hearst, Meredith, Time Inc. and Wenner Media will fund the promotional campaign, to be launched in April. More details will be announced in March.

Young & Rubicam will create the campaign, which will be published in magazine ads in titles owned by the companies. The campaign may have digital offerings as well.

Monster's HotJobs buy may move 200 newspapers out of Yahoo's consortium

Thu, 04 Feb 2010 16:57:55 -0600

MonsterWorldwide has made a deal to acquire Yahoo's HotJobs, a competing recruiting site, which could mean up to 200 of the 800 newspapers Yahoo works with will be cut out of Yahoo's Newspaper Consortium, Editor & Publisher reported today. Yahoo is receiving US$225 million in cash for the purchase.

When members join the consortium, they can choose one of two contracts - one for the display side, which includes search and display advertising, content distribution and its APT ad platform, or the other, which includes recruitment ads through HotJobs, according to paidContent. Six-hundred of the 800 consortium members have the HotJobs contract, while about 200 smaller newspapers rely on the group's recruitment services for job ads revenue.

Free Russian papers partner on advertising venture

Thu, 04 Feb 2010 15:03:58 -0600

Free Russian-language newspapers Moi Rayion, distributed in Moscow and St. Petersburg on weekends, as well as Moscow's daily Metro, announced a joint advertising venture titled "Seven Days a Week," Slon.ru reported today. The publications claim that fusing two separate distribution systems (the subway for Metro and large supermarket chains for Moi Rayion) would provide advertisers with maximum access to a desired audience on any day of the week.

According to Lenta.ru, the combined audience of the two outlets amounts to 1.2 million. Moi Rayion has 557,000 readers in Moscow while Metro has 775, 300. The average cost per thousand (CPT) adds up to RUB 595 (US$ 19.7). Metro has a CPT of RUB 603 (US$20.0) while Moi Rayion of RUB 480 ($15.9).

Facebook, Twitter, lend new ad revenue streams

Tue, 02 Feb 2010 16:33:19 -0600

Social networking sites, especially Facebook and micro-blogging service Twitter, have seen enormous growth over the past few years, and news outlets are using the two to attract a wider audience, keep dedicated readers close and distribute stories to a wider audience.

The Austin American-Statesman, The New York Times and The Huffington Post are all experimenting with new ways to generate ad revenue using both social networking sites, and are discovering that benefits can be two-fold: news outlets gain new social networking audiences, while advertisers gain a new way to engage consumers, Poynter Online reported. Meanwhile, smaller businesses that have less advertising dollars to spend are able to reach consumers in a newer, more cost-effective way.

CBN: Google China online ad sales drops on exit plan

Fri, 29 Jan 2010 15:56:55 -0600

Google's plan to review its operations in China has caused a decline in online advertising orders this month, Bloomberg reported.

An unidentified external sales agent for Google said new orders from advertisers have dropped about 50 percent after Google released the possible exit plan, as customers are concerned about the uncertainty of the Internet company's operations in China.

iPad: Privitising or opening the Internet?

Thu, 28 Jan 2010 17:23:03 -0600

The launch of the iPad yesterday is the next step in the "device-based walled gardens," Randall Rothenberg, of the Interactive Advertising Bureau, wrote. Amazon's Kindle has built a higher wall, as anything capable of surfing the Web "still hints at the larger world." Other gated communities include the Sony Playstation, Microsoft's xBox, Netflix Streaming and more, he stated in his iab column/blog (which he has dubbed a "clog").

As walled gardens and gated communities are created, the big question that arises for content creators is: "How fragmented will the advertising supply chain become?"

Magazine print ad responses to become more measurable

Thu, 28 Jan 2010 16:53:34 -0600

Magazines are getting much-awaited audience measurement data to track responses of print ads, which ad measurement groups and publishers hope will allow them to track data just as online and TV content providers do, Mediaweek reported.

Mediamark Research & Intelligence began tracking the recall and response factor to ads with Ad Measure in every issue of 200 magazine titles that include those from Condé Nast, Hearst, Starcom, OMD, GroupM, Time Inc. and Meredith, while its rival Affinity plans to launch a competing print ad rating service called American Magazine Study on February 15 that will measure each issue of 125 titles.

Riding the social media marketing tidal wave

Fri, 22 Jan 2010 12:03:02 -0600

Social networking site memberships have skyrocketed in the past couple of years, and marketers are clear about the importance of reaching audiences through social media. A recent study has surveyed executives from companies on the Inc. 500 list and found that 79 percent of them view social media as being an important part of their marketing and business strategies, the Bakersfield Californian reported yesterday.

Executives also said social media is important to "generating hits, feedback, leads and sales," according to the report, "Social Media in the 2009 Inc. 500: New Tools & New Trends," by Dr. Nora Ganim Barnes and Eric Mattson of the Center for Marketing Research at the University of Massachusetts Dartmouth.

Wall Street Journal campaign shows off brand's value

Mon, 18 Jan 2010 15:50:52 -0600

The Wall Street Journal today launched a new multimedia brand advertising campaign titled 'Live in the know.' The cross-platform campaign will be featured in print, online, broadcast and cable television networks, aiming to show how the WSJ goes beyond headlines and sound bites to give deeper understanding and perspectives behind news and events, Globe Newswire reported.

"As the top-selling newspaper in the U.S., the Wall Street Journal is unequalled in its reach to affluent and educated readers," said Jim Richardson, vice president of brand marketing for the WSJ, in a press release. "This campaign highlights the breadth and deeper understanding readers get every day, only from reading the Journal. We want to invite new readers to discover the diverse coverage The Wall Street Journal delivers, from business news, world news and politics, to more personal topics such as wellness, personal finance and leisure pursuits."

NMA: Topical ads 'become part of the story'

Wed, 13 Jan 2010 16:57:25 -0600

Topical advertising that links a brand with the day's news can be a powerful connection for consumers, the UK Newspaper Marketing Agency announced this week. It is also a good example of print's benefits, persuade potential clients of the benefits of the print medium, MarketingWeek reported Monday.

Maureen Duffy, CEO of the NMA, was quoted by Marketing Week as saying, "Given that newspapers are all about the here and now, it's surprising that more advertisers don't run newsy ads," Maureen Duffy, CEO of NMA told MarketingWeek. "Newspaper readers really notice ads that make clever connections between the brand and the news. The best topical ads get talked about, they become part of the story."

Apple buys mobile ad network Quattro Wireless

Wed, 06 Jan 2010 10:24:01 -0600

On Tuesday technology giant Apple acquired mobile advertising company Quattro Wireless for almost US$300 million, "according to a person briefed in the deal," The New York Times reported. The venture is expected to spark more competition between Apple and Google, which recently acquired mobile ad firm AdMob, itself Quattro's rival.

Analysts say Apple may be more interested in apps than ads, making the iPhone the best device for applications to be built for, rather than focusing on ad revenue, The Times pointed out. Piper Jaffray Senior Research Analyst Gene Munster told The Times that 80 percent of three billion downloads from Apple's App Store are free and that an opportunity to sell ads may aid developers in making money.

J.P. Morgan: Online display ads set to bounce back

Tue, 05 Jan 2010 16:29:28 -0600

The stagnant display ad space should be back on track this year, according to the J.P. Morgan analyst Imran Khan, who just released his annual report, Nothing but Net 2010 Internet Sector Outlook. He expected that display ad spending will boost by 10.5 percent in 2010, after a 5 percent drop last year, with display CPMs up by 5 percent, Media Week reported.

However, "top Web publishers are faced with abysmal click through rates, irrelevant ads, and brands which have been spoiled by the ease of third party networks that promise cheap premium inventory", said Khan, after a year when display advertising was undervalued, and the market was controlled by price-fixated performance advertisers. This will make "a huge disparity between brand and performance spending on the Web," according to the study.

Report: Russian online ad spend will keep growing in 2010

Tue, 29 Dec 2009 07:20:49 -0600

While most media formats in Russia experienced decreased advertising revenue in 2009 compared to last year, online outlets saw a rise in theirs, according to data from the Russian Association of Communication Agencies (AKAR), Gipp.ru reported today. Experts also predict online ad expenditure will continue to grow throughout 2010.

In Russia, print newspapers and magazines saw a drop of 44 percent during the first three fiscal quarters of the year. Daily papers suffered the least, having had a 20 percent decline in ad spend since 2008. Meanwhile, specialised publications underwent a 55 percent decrease. TV ad expenditure plunged by 21 percent from RUB 94.5 (US$3.15) billion to RUB 74.5 (US$2.48) billion from 2009 to 2008, according to Gazeta.ru. Other spheres went through significant loses; for example, expenditure within exterior advertising decreased by 42 percent since the same period last year.

Microsoft study: Print ads more effective than online or TV

Mon, 28 Dec 2009 11:54:24 -0600

A study conducted by Microsoft Advertising found that for large retailers, print advertising is more effective than online ads, and more than twice as effective as television ads, The Times reported Monday. Each £1 spent on print ads garner £5 in revenue, while TV and Internet ads bring in £2.15 and £3.44, respectively.

Participants of the survey of 26 large UK retailers were anonymous, but included fashion retailers, department stores, large grocery retailers and big clothing stores. Twenty-four of the participants were "in the top 100 UK companies" when it comes to media expenditure, according to The Times.