Date

Thu - 23.11.2017


Advertising trends

When it comes to editorial practices, online and non-online platforms are increasingly given the same importance. Break the story online, give the analysis in print. That's the approach taken by many B2B magazines, newspapers and even TV news programmes. But commercially, is the gap between bits and bytes still too big and are predominately print-based publishers moving too slowly?

In a low-key announcement yesterday, Guardian News & Media says that as part of its "digital first" strategy it will consolidate print and online advertising systems into one ad selling platform.

Continue reading on TheMediaBriefing

Author

Anton Jolkovski

Date

2011-11-17 10:57

We all know that regional publishers are currently in transition. On the one hand, driven by a growing interest in local web content, the online audience for regional papers grew by nearly 25 per cent over the second half of 2010. On the other hand, print circulations are dropping, along with corresponding advertising revenue.

Most regionals realise that innovation and new services are the keys to digital success, which is why they are experimenting with a raft of new ideas to attract and retain consumers and drive revenues.

Continue reading on InPublishing

Author

Anton Jolkovski

Date

2011-07-26 10:43

Total advertising in the United States jumped by 5.7 percent to US$63.6 billion in the first half of 2010, compared to the same time last year, according to media research company Kantar Media, AdWeek reported yesterday. However, the newspaper industry as a whole saw a 3 percent drop to $8.6 billion.

National newspapers saw a 7.1 percent growth in ad expenditure, reaching $1.2 billion, while Spanish-language titles experienced a 4.8 percent hike to $127 million. Market Watch pointed out that nationals saw increases as a result of gains at The Wall Street Journal. Meanwhile, ad spend at local papers decreased by 4.6 percent to US$ 7.3 billion.

"The rally in ad spending that has emerged from last year's collapse continued at a steady pace through the second quarter, even as softening economic data on retail sales, spending and employment began to raise concerns about the outlook for consumer activity," said Jon Swallen Kantar Media's Senior Vice President of Research, Ad Week reported.

According to Media Post, newspaper free standing inserts (FSIs) saw a 7.6 percent augmentation, "as consumer packaged goods marketers aggressively targeted value-conscious consumers with couponing programs."

Author

Alisa Zykova

Date

2010-09-14 19:56

Although television continues to be advertising's most memorable form, 86 percent of UK viewers using a digital video recorder to watch time-shifted shows skip through the ads, research published yesterday by YouGov for Deloitte has found. Shorter breaks in advertising would lead to more ad-watching, 48 percent of respondents said, MediaGuardian reported.

Meanwhile, digital and personal TV video recorders has led to more television watching, the report found. The research was conducted for the MediaGuardian Edinburgh international television festival, which begins Friday.

Image: Mahmoud.M's flickr photostream
"Online advertising's poor showing relative to television may surprise, given that the former has often been portrayed as television's nemesis," said James Bates, media partner at Deloitte, according to Biz Report. "What television does best - display and brand building - is what online struggles with. Online advertising is best at search, which previously newspapers, particularly for classified, had excelled at."

Television ads are also more effective than online, the poll of 4,000 adults found, with about 50 percent saying TV ads stay in their minds the most, the BBC reported.

Author

Leah McBride Mensching

Date

2010-08-25 19:19

Even though ad spending online continues to increase in the United Kingdom, cuts to other areas are causing growing worry that a "double dip" downturn may ensure, according to the latest IPA/BDO Bellwether survey, the Financial Times reported today.

About 20 percent of companies cut their budgets in the second quarter, while 15 percent increased their budgets, according to the survey of 300 British companies. Marketing budgets were on the upswing earlier this year, but between April and June, they fell because "firms became concerned over a prolonged period of stagnation," the Daily Mail reported.
Markets are still expect to increase in 2010 compared to last year; however, it is unlikely the increases will happen as quickly as previously expected, Dow Jones explained. The survey illustrates this new "phase of slower growth."

Author

Leah McBride Mensching

Date

2010-07-12 23:45

The CEO of online premium video website Hulu said today that he thinks in 10 years, most premium content will be free to users, and supported by advertising, Dow Jones Newswires reported.

Some video content is expected to do well in a subscription model; in fact, Hulu launched its online subscription service Hulu Plus just yesterday. The service costs US$9.99 a month and allows customers to view television shows on PCs, mobile devices and TVs. However, CEO Jason Kilar told Dow Jones he is convinced most content in the future will be paid for through advertising.

In the United States, Hulu is second only to YouTube for video content, and is in its third quarter of profitability. Last year, revenues reached $100 million.

Under Hulu Plus, subscribers will be able to access full current seasons of most broadcast TV programmes, instead of just a few, which is what is currently available for non-paying customers, Newsweek reported.

Users will also be able to watch films and television shows on devices including the iPad, iPhone, Xbox 360 and Playstation 3. However, cable programming will not be available, and neither will sports content.

Author

Leah McBride Mensching

Date

2010-06-30 23:03

Newspapers around the globe are innovating their advertising practices in many ways, both big and small, and the best examples were on display this week at the World Newspaper Advertising Conference in Copenhagen, Denmark.

As advertising and sales revenues are hit both by recession and increasing competition, newspaper companies are rapidly developing a wide array of new revenue possibilities. The conference, which closed on Friday, examined many of the new trends - and some unusual projects that show just how flexible newspapers can be. Two major themes emerged from the conference, organised by the World Association of Newspapers and News Publishers (WAN-IFRA): better audience and advertising effectiveness research is essential, and the traditional business model for newspapers - gaining revenue from advertising and sales - can be enhanced in a modern media company.

For example:

- In Portugal, where the property market has collapsed, developers have no money for advertising. So Impresa Classificados returned to a barter economy - exchanging a 300,000 Euro advertising campaign for a three-room apartment, which is promptly offered in a lottery. People registered through a special number and paid 72 cents per call - raising 300,000 euro in net revenue for the newspaper company. "So, in the end, we managed an income that corresponds to the real value of the campaign," said Geert Van Hassal, Managing Director of Impresa Classificados.

Author

Larry Kilman

Date

2010-03-05 20:04

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).

Metro Moscow Chief Editor Boris Konoshenko pointed out that since the project does not imply extra budget spending, he is on board, according to Slon.ru. He added that the advertising package had particular advantages for advertisers. Konoshenko also mentioned that current trends within the industry reflect cooperation and consolidation between different publications, so as to help them better combat the economic collapse.

Lenta.ru reported that Metro Moscow has been published under Metro International since March 2009. Figures from Mediaguide show that Metro has a circulation of 450,000 copies while Moi Rayion has a total circulation of 800,000 copies in Moscow and St. Petersburg.

Author

Alisa Zykova

Date

2010-02-04 22:03

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.

The study concluded that Web and print advertising budgets should rise by 10 percent, while TV budgets should be lowered by the same amount.

Internet advertising, including wired and mobile, accounted for $12.6 billion in 2003, according to PricewaterhouseCoopers and SFN's World Digital Media Trends 2009. However, Internet ad spending is rapidly gaining share, and PwC predicts that in 2012, Internet advertising spending will reach $120.4 billion. Although it is still less than newspaper advertising, which is expected to be $136.8 billion in 2012, it accounts for 19 percent, only about two percent away from newspapers' share of 21.6 percent.

Author

Alisa Zykova

Date

2009-12-28 18:54

As the advertising market in Australia begins to recover, so-called old media is also recovering, and doing relatively well, especially compared to those in the United States, The Australian reported Monday.

In the year to September 30, local newspapers in the country saw a small increase on ad revenue spending compared to January 2007, and radio also grew.

In the United States, the bottoming out of the auto industry and the hardships in banking and retail led MarketWatch to ask, "What advertising industry comeback?" The article noted that Interpublic, the world's largest advertising and marketing conglomerate, saw a 47 percent drop in profit in the third quarter.

The Associated Press reported Interpublic earned $17.2 million in the three months ending September 30, compared to $38.7 million in the same period last year.

Author

Leah McBride Mensching

Date

2009-10-28 16:04

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