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 advertising
Posted on July 10, 2009
While it’s easy to spot the news outlets that, desperate to survive in the new media ecosystem, stray outside their local focus and engage in an obvious grab for page views, others have realized they must expand their concept of business operations and provide the communities they serve something of value.
And blogging about whatever’s hot in Google Trends isn’t it — that’s just playing a short-sighted and pointless numbers game. Sure, a site may see a spike in traffic because a blogger made sure to put up a post about whatever was most popular in Google search that day. But to what end? How long until advertisers see the stats for themselves and discover that they aren’t getting the click-throughs those misleading numbers promised, that all those eyeballs were a just an ephemeral occurrence?
WestSeattleBlog.com tries to build a relationship with local businesses by providing free seminars. Men’s Health offers an iPhone app that users can purchase in order to buy its Workouts. While the The Seattle Courant didn’t have the capital to make good on its ambitious vision, its business strategy is worth filing away for future reference:
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 May 5, 2009
At the Reynolds Journalism Institute Symposium at the University of Missouri, a nifty application called NearBuy won the student iPhone app competition:
The app uses your location to serve up either homes for sale in the area or apartments for rent. They bring in listings from Google Base, Craigslist and Oodle. You can then view info on listings on a map, including photos, property details, contact information. Plus, you can use Twitter to query people for opinions on particular places, and then rate the place. Extras include a rent calculator and a Flickr add-on that lets you see photos geo-coded nearby.
And even though it didn’t win, I really like the sound of The ADverse Network, which offers an enticing business platform for news outlets in need of innovative ways to work with advertisers (particularly local businesses):
They wanted to create a geo-located advertising service, so that you would get local ads based on your location. Ads are inserted into the two apps we developed, iCoMoNews and Vox. For the advertisers, there are tools like a live map that shows where people are accessing the network, and even more granular “heat maps” to show where people are viewing and clicking on ads. They say they got a clickthrough rate on ads of 3.8% which is pretty good.