Thursday, November 15, 2012
Like many other newspapers across the country, the News Sentinel will begin charging for digital content sometime next year. The strategy was discussed by top executives of the E.W. Scripps Co., which owns the newspaper, during a recent conference with industry analysts.
The strategy, which likely will involve selling print-and-digital bundles as well as digital-only subscriptions, will begin rolling out at Scripps papers in early 2013, with all of the company's newspapers charging for digital products by the third or fourth quarter of the year, according to Tim Stautberg, senior vice president and head of the newspaper division.
The timetable for the News Sentinel's roll-out hasn't been worked out yet. The newspaper has a growing suite of digital products including three websites (knoxnews.com, govolsxtra.com and knoxville.com), an electronic replica edition for web and iPad, and apps for iPhones and Android smartphones. Most recently, the newspaper launched an app designed especially for the iPad.
All those products are now being distributed for free, but Scripps CEO Rich Boehne says "greatly diminishing the valuable content we give away for free" is essential to improving the newspapers' bottom line, according to a posting on CincyBizBlog. Scripps is based in Cincinnati, OH.
News&Tech, an industry publication, reports that more than 300 newspapers in America now charge for digital content, and hundreds more are expected to follow suit in the near future.
Stand by for updates. While some readers will grumble about the transition, charging for digital content is the best bet for sustaining the paper's newsgathering operations in the face of declining advertising revenue.
We know, of course, that the strategy only will be successful if our content is compelling enough to make people want to subscribe. So over the next year, boosting the quality of our digital offerings will be a top priority.
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Thursday, October 4, 2012
Friday, May 25, 2012
Tuesday, April 3, 2012
View recent entries. (The number of comments per entry is in brackets)
- ON THE RISE: Three Vols making an early impression in spring (0)
- NIGHT 'CAP: Tyler Bray, Justin Hunter lend ears for Da'Rick Rogers (1)
- OBSERVE AND REPORT: Dooley challenges Vols at start of Week Two (0)
- NIGHT 'CAP: Wide receivers on campus have plenty of work to do (1)
- TRANSLATION THURSDAY: Spring practice rolling along for Vols (0)
- NIGHT 'CAP: Tiny Richardson getting up to speed at left tackle (0)
- OBSERVE AND REPORT: A healthy Bray, the Pistol and a change up front (0)
- NIGHT 'CAP: Dooley prefers to find one workhorse in the backfield (1)
- OBSERVE AND REPORT: Vols put first day of spring camp in the books (0)
- THREE BIG THINGS: Dooley sets the table for spring practice (0)
- DIAMOND DISPATCH: Serrano not backing down from unbeaten Kentucky (1)
- DIAMOND DISPATCH: Looking at candidates for starting duty on Sundays (0)
- DIAMOND DISPATCH: Pre-SEC awards for Vols (0)
- DIAMOND DISPATCH: Mixed bag for Vols in loss to even series (0)
- DIAMOND DISPATCH: Lessons from series-opening win for Vols (2)
Friday, March 23, 2012
The 18th Annual Dr. Sol Adler Memorial Conference will be held on April 2nd and 3rd, 2012. We hope you will plan to join us.
Friday, February 24, 2012
Facebook appears ready to launch a new set of premium ad units, and, based on a review of documents which purport to describe them, the social network would seem to be doubling down on two core principles that mark fundamental departures from traditional advertising.
First, Facebook is making the new ads social by default, meaning they will automatically show users when their friends have already Liked the advertiser. And the new formats will draw their content exclusively from posts to brands' Facebook Pages, rather from advertising copy written independently.
Combined, these features make two statements about where Facebook believes the future of online advertising lies--at least in its particular universe. It is saying that ads based on content, rather than messaging, have a better chance of hitting home, and that ads involving tacit endorsements from the people you know have a better chance of capturing your attention.
"When people hear about you from friends, they listen," the Facebook materials say. "We'll expand your ad with stories from friends who have already connected." ("Stories" is Facebook's shorthand for a wide varitey of interactions on the site. In the case of ads, it seems to refer to the fact that the ads will display which of a viewer's friends have Liked the brand.)
Facebook has not commented publicly on the new ads (presumably they will discuss them at a marketing launch event in New York next week). But the materials describing the new units were posted to Scribd earlier this week. The news was first reported on GigaOm. The documents are below.Facebook Premium Ads Guide Facebook Premium Ads Overview
In the documents, Facebook says it is scrapping most of the display ad units it has offered until now, replacing them with the new formats. The previous ad units incorporated some of the social and interactive elements, but the new ones are implementing those features in a more comprehensive way.
Each of the new units will include Like buttons and places for viewers to comment on the ads. When viewers click the Like button or enter a comment, those activities will be posted to the user's friends' News Feeds. They will also be posted to the brand's Page.
Similarly, each ad will include pictures of friends who have already Liked the brand. The Facebook documents say this will happen automatically, instead of as an add-on.
While Facebook had already been moving in these directions with its previous ad units, the decision to draw ad content from Page posts is the most significant new feature--and a potentially radical departure from conventional notions of advertising.
The ads don't simply repurpose content from brands' Pages. By giving users the ability to respond to the content inside the ad, just as if they had seen the content on the brand Page itself, and then by posting those responses to the user's friends' News Feeds, as well as on the brand's Page itself, the ads are acting less like traditional broadcast advertisements and more like viral mechanisms to expand and perpetuate the conversation off into the far corners of the social network, effectively giving the brand visibility in places it might not otherwise have reached and in a much more organic way than if it had simply plastered the site with a bunch of banner ads.
"Everything starts with great content from the Page," says one of the Facebook documents. "Paid, owned, and earned work seamlessly together."
Facebook believes that this ultimately will pay greater dividends for brands than conventional advertising. According to tests the company said it performed internally, the new ads produce 40 percent more engagement (usually meaning they get more Likes, comments, and clicks) and are 80 percent more likely to be remembered.
The company documents also claim the ads produce "signficant increases" in purchase intent, and it claims that viewers of an ad are four times more likely to purchase when they "see friends interact with a brand."
If the ads truly do deliver the results Facebook claims, that could mean the social network is slowly but surely finding the marketing holy grail of "word of mouth"--at scale. And if that's the case, it could have profound implications for the advertising industry as a whole.
The six new units are based on the type of content a brand would post to their Page. The Facebook documents label them as Status (a text comment), Photo, Video, Question (which replaces the old "Poll" ad format and which allows viewers to answer the question right in the ad), Event (ad viewers will similarly be able to sign up for the event right in the ad itself), and Link (which points viewers to content outside of Facebook).
The Facebook documents say that brands will continue to be able to target their ads as they do today, choosing to place their ads in front of any of Facebook's 845 million users who fit demographic and interest criteria selected by the advertiser.
Sunday, February 12, 2012
View recent entries. (The number of comments per entry is in brackets)
- "One Sad Note" (3)
- "I Expect and Hope That We Are Done with Them" (4)
- "The Classic 'Hired Gun'" (5)
- "Just to Remember the Good Times" (1)
- "An Enlightening Experience" (0)
- "No Sense of Entitlement Here" (5)
- "Way Too Early for Rational Predictions" (0)
- "Backing In" (0)
- "Giving the Fans a Finger in the Eye?" (0)
- "Moving on Up" (0)
- "Contributing to History" (1)
- "A Beat-down of Monumental Proportions" (1)
- "How 'bout Those Lights" (2)
- "At Last" (1)
- "Putting People on the Spot" (2)
Thursday, February 9, 2012
US retail e-commerce spending reached a new peak of $161.5 billion in 2011, representing a 13% increase from $142.5 billion in 2010, according to February 2012 figures from comScore. Online retail spending reached $49.7 billion in Q4, marking a 14% increase from $43.4 billion in Q4 2010, and a 27% rise from $39 billion in Q4 2009. In fact, Q4’s growth rate was the 9th consecutive quarter of year-over-year growth and the 5th consecutive quarter of double-digit growth rates.
Top Categories Show Significant Growth
The top-performing online product categories in Q4 2011 all grew at least 18% compared to a year earlier. These were: digital content & subscriptions; jewelry & watches; consumer electronics; toys & hobbies; and computer software.
Data released by comScore’s in December 2011 indicated thatChristmas Day saw a dramatic increase in purchases of digital content and subscriptions, a retail category that includes digital downloads of music, TV, movies, e-books, and applications. Whereas on an average day during the 2011 holiday season-to-date, digital content and subscriptions accounted for 2.8% of retail e-commerce sales, on Christmas Day the category accounted for more than 20% of sales.
Half of Transactions Came With Free Shipping
Meanwhile, 52% of all e-commerce transactions in Q4 2011 included free shipping, representing an all-time high, up 6% from the previous high of 49% in Q4 2010.
Retailers clearly were out to meet consumers’ needs: according to other comScore data from December 2011, 36% of internet users said that free shipping was very important to them and that they would not make a purchase without it. A further 42% of the respondents said that free shipping was somewhat important and that they were active seekers of free shipping deals. In fact, results from an October 2011 e-tailing group survey indicate that free shipping is the most important website feature for consumers, with 73% of respondents rating unconditional free shipping as a top 2 very important or critical feature when making a purchase from a website, ahead of free returns (70%), and sales and specials sections (62%).Related topics: Research, Online, Retail, Promotions, Measurement/Analytics, Interactive, E-Commerce, Financial, Direct
Wednesday, February 8, 2012
Monday, January 30, 2012
Social media can be a huge contributor to a company's lead generation efforts in both B2B and B2C. But how efficient are the various different social channels in directly driving leads? In a recent study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%)Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30030/linkedin-277-more-effective-for-lead-generation-than-facebook-twitter-new-data?source=Blog_Email_%5bLinkedIn%20277%25%20More%20E%5d