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Argos Media

Web News Guru Jeff Jarvis on Death of Papers: 'This Year Will Bring a True Sea Change' ... - 0 views

www.spiegel.de/...0,1518,623013,00.html

Journalism Journalism 2.0 Newspapers Media Jeff Jarvis

shared by Argos Media on 06 May 09 - Cached
  • The online generation thinks: If the news is that important, it will find me. My son who has never subscribed to a print newspaper, gets his news from Facebook, Twitter or from friends. He no longer treats traditional media as a magnet. People now get their messages by relying on other people they trust.
  • SPIEGEL ONLINE: So what role, in your opinion, can newspapers still play?
  • arvis: They certainly no longer want to be in the paper business because that is dying out. The information business might be fine but there is no scarcity of information and news online. They could, however, be very effective in the collection business -- just find the best of the stuff that is out there online. They could also use their strong brands to compete in the business of elegant organization by creating information platforms or venturing into new markets. The New York Times has just started a new local program in New York enlisting my journalism students to collaborate online with them to report on their communities. That is the right approach. News outlets need to think distributed, they must collaborate with bloggers or social networking sites. On my blog, I have links to Google News or Google Maps. Innovative newspapers like the Guardian in Britain are equally open to cooperation. They make all their content available free online, they link to all sorts of sites, and in turn they receive more links in return.
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  • tremendous efficiencies can be found in the online revolution. Publishers no longer have to pay for expensive presses or trucks. They can operate with a much smaller staff. Start ups can create news and entertain communities at a much smaller cost by forming the kind of networks I described. There are many other new options: A hyperlocal journalism approach, for instance. Or platforms with a whole of networks consisting of bloggers, next to foundations, next to publicly supported reporting, next to volunteers. But we will also investigate whether a paid content model can still work in the digital age.
  • Jarvis: There is simply no scarcity of news online, so it is hard to return to old monopolies from the print era. In discussions, I often hear from media executives that readers should pay for content online. We need to get past such emotional debates. It is not about what should be done, it is about simple economics. When the New York Times stopped charging for content online, visits to its site increased by 40 percent. You will never get the ad rates you got in the past for print for those links. But media outlets can use them to generate other income. In Germany, Axel Springer is making a lot of money from merchandising online. BILD.de just sold 21,000 video cameras to readers who are then using them to take pictures that they send to the newsrooms. Also, news organizations could target smaller advertisers more aggressively for online ads.
  • SPIEGEL ONLINE: Some are calling for government subsidies for print outlets. Others suggest a fee for computer and mobile phone sales because without free media offerings, these devices would be a lot less attractive to consumers. Jarvis: To me, such proposals seem like waiting for the new knight to bail out the industry. Get over it. It won't happen. Media outlets need to face the new economic competition. The same is true for the possibility of government intervention. How should a government decide what outlet deserves support and what does not? The idea is absurd.
  • Jarvis: I like print, but the economics don't add up. I believe this year will bring a true sea change: The one size fits all approach is coming to an end. More and more papers will either close or go solely online. Legendary investor Warren Buffett just said: I would never invest in newspapers. That is coming from a man who sits on the board of the Washington Post. Why should anyone throw money after a dying business model?
Argos Media

Personalized Ads Pack Bigger Punch - eMarketer - 0 views

www.emarketer.com/Article.aspx

Behavioral Targeting Online Advertising

shared by Argos Media on 11 Mar 09 - Cached
  • US ad viewers want to be targeted, but privacy concerns linger.
  • According to ChoiceStream, 41% of US Internet users surveyed said they paid more attention to advertising that was personalized. And nearly the same proportion of respondents (39%) said they were more willing to click on such personalized ads.
  • Forty-five percent of Internet users surveyed in a 2008 Harris Interactive study said they were uncomfortable with Website policies that allow behavioral targeting. Some 57% of respondents in a TNS Global and TRUSTe poll indicated they were worried about advertisers using their browsing history to serve them relevant ads.
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  • Still, Internet users respond to personalization, and according to ChoiceStream, the more money viewers spend online, the more likely they are to respond
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