tag:blogger.com,1999:blog-29625144.post453302424912819744..comments2023-12-06T22:40:09.629-08:00Comments on One Reader at a Time: Newspapers and InnovationBob Ghttp://www.blogger.com/profile/02487941305976922088noreply@blogger.comBlogger5125tag:blogger.com,1999:blog-29625144.post-61087360048540849152007-11-08T10:04:00.000-08:002007-11-08T10:04:00.000-08:00David - you are so right about the buzzword...enga...David - you are so right about the buzzword...engagement is a zany word to use. So far as ads grabbing anyone's attention? and then measuring them? Man, what a crap shoot!<BR/><BR/>LG - Advertising is not going away. Marketing isn't either. Nor are newspapers, magazines, radio, tv, mail, internet, mobile... Can it be as "simple" as how much is spent in and on each segment and demographic within the segment? <BR/><BR/>Simple does not equate to easy. This is a smashing time to be part of media, communications and - dare I say - publishing?!?! (as I push the "publish your comment" button)Bob Ghttps://www.blogger.com/profile/02487941305976922088noreply@blogger.comtag:blogger.com,1999:blog-29625144.post-54296866351442462632007-11-07T12:09:00.000-08:002007-11-07T12:09:00.000-08:00I still love ink on paper but admit I only subscri...I still love ink on paper but admit I only subscribe to the Sunday paper. That is because during the week, I read the NYT, CNN, and AP online. Let's not forget, however, that if enough eyeballs read online, papers survive with the additional advertising revenue stream adding to their bottom lines.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-29625144.post-90321700325606875652007-11-03T11:30:00.000-07:002007-11-03T11:30:00.000-07:00Engagement is a tricky one, although I know it's b...Engagement is a tricky one, although I know it's become (one of) the new marketing buzzword. Now, more than ever, having the TV on a certain channel does not guarantee it's actually being watched. Although Nielsen is now measuring ratings for ads themselves, how can the people meters tell if anyone is actually in the room during the commercial or not in the bathroom or kitchen. And DVRs make the equation ever trickier.<BR/><BR/>Buying a paper doesn't guarantee your gets seen or read either -- and that's a challenge for the ad agency and the media agency in terms of ad content and ad placement so it gets noticed and read.<BR/><BR/>Online ads deal with similar challenges, I think. Everytime I open my email, I know there's an ad on the right. I never look at it. It's just part of the background noise to me. My eyeballs are on the site, but not on that part of the screen.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-29625144.post-50446561440664437162007-11-01T09:55:00.000-07:002007-11-01T09:55:00.000-07:00Excellent, Cam...3 things pop out in your comment....Excellent, Cam...3 things pop out in your comment.<BR/>1 - eyeballs do not equal engagement. That has been true since dirt was discovered. Yet, eyeballs still remain the measurement we use. One of the things about blogs that fascinate me to no end is number of people who view compared to the number of people who comment. The engagement comes from meeting a want or a need - <BR/>2 - Multi-media content - for some reason we want to splinter media. Radio is better than TV, TV better than newspapers, internet better than print. By better I mean gets more results...don't you think each has its place? And combining them makes sense.<BR/>3 - reader-initiated relationship. It boils down to serving the wants and needs of reader and customer - visitor?. Admit it or not, we are all in the service business.<BR/><BR/>And I should have said 4 things...I love "advertising - if we can still call it that" - <BR/><BR/>Thank you for your thoughtful comments, amigo!Bob Ghttps://www.blogger.com/profile/02487941305976922088noreply@blogger.comtag:blogger.com,1999:blog-29625144.post-51805513211351145472007-10-31T19:30:00.000-07:002007-10-31T19:30:00.000-07:00What I find interesting about the "eyeballs are ey...What I find interesting about the "eyeballs are eyeballs" philosophy is that we have to understand that eyeballs do not equal engagement. A visit to a page and the purchase of a newspaper doesn't mean everyone who visited or bought a paper saw what we wanted them to see.<BR/><BR/>However, while a single newspaper can get passed around at a barber shop or a doctor's office, before it got there it at least had to be sold. By and large, visits to newspaper sites (at least the biggies) are free, so it makes it difficult to justify subscription fees and high CPMs that will help pay the salaries of the staffs at smaller, less frequently visited sites.<BR/><BR/>In part I think the solution is aggregated multimedia content made available similar to how AP works, but also strategies that help deepen the relationships between the paper, the reader, and WHEN APPROPRIATE, the advertiser. <BR/><BR/>Find ways to facilitate a reader-initiated relationship, and the advertising (if we can still call it that) will become much more valuable.Anonymousnoreply@blogger.com