Writing for Nieman Journalism Lab, Michael Andersen looks at Flyerboard, which offers online publishers and businesses self-serve advertising. Click over to Boston.com’s Your Town page for Newton and see an example of Flyerboard’s handiwork on the left rail. The image in this post is from the Houston Chronicle website, Chron.com.
Category Archives: Online ad sales
Posted on June 11, 2009
Paul Bradshaw, who writes for Online Journalism Blog, says forget about making money from online content (which is what USA Today recently announced it will be doing with its digital edition) and focus instead on value-added services:
Bradshaw’s points about newspapers needing to build new revenue streams is echoed in this post from John Temple, former editor and publisher for the Rocky Mountain News:
I don’t think the industry can get there if all it does is try to hold on to its legacy revenue streams and its legacy business. One thing that concerns me is that newspapers don’t seem to be working with local businesses to help them find their own foothold on the Internet and at the same time possibly place themselves in the middle of transactions. This might enable them to find a new revenue stream they couldn’t have tapped before.
And here’s just one example, provided by the Center for Strategic and International studies, of a news outlet that is going beyond advertising for its income:
European companies have also been finding creative ways to thrive in a changing media environment. Norway’s VG Nett, which is affiliated with the popular Norwegian tabloid, Verdens Gang, rivals Google in Norway and has a profit margin of nearly 30 percent. It does this through charging for services such as a $90-a-year weight-loss club, a pay-for-upgrade social networking site and streaming soccer games.
Posted on May 20, 2009
Ben Eason, Creative Loafing’s CEO, gets some prime real estate in Editor & Publisher‘s Special Report on newspaper bankruptcy.
The most interesting part of the article is Eason’s revelation that he expects CL to emerge from bankruptcy over the summer, at which time “everyone will know the company’s real worth”:
“As time goes on, people are more realistic in what the company can produce going forward. We have an opportunity. It’s an opportunity to suggest to the creditors, to the judge, to everybody involved what we believe the company will look like going forward and then we have the opportunity to suggest what the capital structure is going to be. We are forced to value the company, not as we would like it to be, or what it was, but what it is today.”
Posted on April 14, 2009
Well, something doesn’t add up. When Martin Langeveld crunched the numbers, he found that newspaper Web ads were yielding an absurdly high CPM (cost per thousand page views) of $80.28.
I knew that number couldn’t be correct, as I recalled an instructive post by Ethan Zuckerman:
While highly targeted ads (an ad for roofing services in Pittsfield, MA) might be worth several dollars a click, most ads sell for a dollar or less a click, often much less. An ad that sells for a buck a click and gets 1% clickthrough is functionally a $10 CPM ad, which suggests that lots of ad inventory (the nickel-a-click stuff) selling at sub-$1 CPM.
Ryan Chittum agreed the number was ridiculously high and endeavored to come up with an explanation:
Posted on April 10, 2009
It is launching with 65 journalists, or “knowledge experts,” assigned to specific topics. Each of these contributors gets a page to house their journalism and, it is hoped, an active social network of followers who will regularly discuss the articles they read there. Each page also will feature headlines of stories elsewhere on the Web selected by the contributors. These “headline grabs” link back to the originating outside site.
The initial group of contributors includes current or former writers for publications such as the Financial Times, Rolling Stone, the New York Times, Time magazine and the Boston Globe.
Now about that rather unique revenue model:
True/Slant will run regular Web ads throughout. But, in a highly unusual move, the site plans to offer advertisers their own entire pages where they can run blogs and try to attract a network of followers. These will have the same design and features of the journalists’ pages, but will be labeled as ad content.
Posted on April 5, 2009
In “‘Death’ of papers seen as oversold” (April 1, 2009), the Washington Times looks at an ongoing journalistic craze with no end in sight: reporters navel gazing over every layoff, furlough and quarterly loss of ad revenue as signs of the coming apocalypse for the newspaper industry:
Each monetary woe — whether it’s the New York Times cutting salaries by 5 percent or layoffs at the Houston Chronicle — is lumped together under the heading “the death of newspapers.”
The exact phrase “death of newspapers” was used to headline or anchor more than 300 separate news stories in the past year, according to a Nexis search — that’s about 25 stories per month that have pronounced the death of the genre. “Death of print” is another favorite.
So is “death spiral,” which made an appearance (via citation) in my recent post Visual proof that newspapers are doomed.
In fact, it was seeing ”death spiral” for the umpteenth time that got me wondering: Is it my imagination, or has the term really been as overused as it appears?