Articles about "Advertising"


Study: Consumers find branded content less valuable than other types

inPowered

Consumers trust “articles from credible journalists” more than branded content and user reviews when making purchase decisions, a study released today says. Nielsen conducted the study, which was commissioned by a company called inPowered.

It’s important to stipulate up front that inPowered is a business that “distributes content like an ad,” as Robb Henshaw, inPowered’s head of communications, explained to Poynter in a phone call. As David Taintor described inPowered’s ads last year, the company places “a snapshot of an article about that product—and it links to an actual story, not ad copy.”… Read more

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Russian spies take over New York Times website

An unusual ad greets visitors to The New York Times homepage Wednesday morning: Headlines with Cyrillic text descend from the top of the page, then jumble into Cold War-era “news” in English:

It is, of course, an ad for the FX show “The Americans,” which returns tonight.

“The Americans” used a similar-style ad last year, Times spokesperson Linda Zebian tells Poynter in an email. And an ad promoting the National Geographic show “Killing Lincoln” went back farther than the ’80s, using a Times front from 1865.… Read more

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In this July 14, 2010 file photo, the sign for Gannett headquarters is displayed in McLean, Va. Gannett said Thursday, June 13, 2013, it reached a deal to buy TV station owner Belo for about $1.5 billion in cash, significantly boosting its presence in broadcasting. (AP Photo/Jacquelyn Martin, file)

Gannett earnings report hints at a coming problem with paywalls

By virtue of tough expense control and the acquisition of Belo Corp. TV stations, Gannett reported decent fourth quarter and full-year financial results yesterday. Its share price was off .06 percent for the day.

But the report included some dicey details for the company’s newspaper operations, suggesting challenges ahead for Gannett and the industry in 2014.

Circulation revenues were up for the year (1.1 percent) but down for the fourth quarter (-1.6 percent) compared to the same period in 2012. CEO Gracia Martore explained in a conference call to analysts that the company has now “cycled through” the lucrative introduction of paywalls together with bundled print + digital subscriptions at its 80 community newspapers.

This raises the concern that capturing revenue from new digital subscribers and pairing “all access” print/digital bundles with a big price increase could be a one-time revenue event.… Read more

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Magazines, including a Rolling Stone issue featuring president-elect Barack Obama, are displayed at a newsstand Wednesday, Jan. 14, 2009 in New York. (AP Photo/Mark Lennihan)

Magazine industry ad decline slowing, but 4th quarter not good

The final tally came in this week for print magazine advertising in 2013. It is the typical good news/bad news scenario.

Ad pages — the industry’s traditional measure — were down 4.1 percent for the year. That could be read as a step forward from 2012 when the decline was 8.2 percent.

Quarterly year-to-year comparisons had improved through the year, with the third quarter off just 1.8 percent compared to a year earlier, the best performance in two years. But the fourth quarter headed back the wrong way, off 4.8 percent, indicating marketing budget cuts at year’s end and perhaps a below par holiday season.

The weak fourth quarter at magazines suggests that newspaper ad results for the period, which will be reported by public companies in February and for the industry in March will probably soften too.… Read more

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Understanding opportunities and challenges in sponsored content (Replay chat)

Shane Snow, cofounder with two friends of Contently, manages a network of 25,000 freelancers. According to Contently’s website, the sweet spot where these freelancers thrive is creating content for “brands, nonprofits, and lean new media companies.”

Snow and his team, described as a mashup of journalists and nerds, are on the front edge of branded content or native advertising.

Forbes, a Contently client, recognized Snow this month in “30 under 30: These People are Building the Media Companies of Tomorrow.”

Snow joined us for a live chat on the opportunities, challenges and values of sponsored content.

Participants asked Snow about the ins and outs of branded content.

Twitter users can participate in any Poynter live chat using the hashtag #poynterchats. You can revisit this page at any time to replay the chat after it has ended.… Read more

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Newspapers will lose a half of their share of digital advertising in the next five years, Borrell Associates forecasts. (Depositphotos)

Forecast: Papers will lose more than half their share of digital ads in next 5 years

With all the talk of newspapers as dinosaurs, you might be surprised to know that they will close 2013 retaining their position as the leader among legacy platforms in share of digital advertising revenue, according to Borrell Associates’ annual review and forecast.

But as Borrell looks ahead, the industry’s digital ad prospects are alarmingly weak. By 2018, the consulting firm predicts, newspapers share of all digital advertising will fall by more than half — from 7.1 percent in 2013 to 3.3 percent in 2018.… Read more

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Federal Trade Commission will put native advertising under the microscope Wednesday

I am wondering these days whether native advertising is truly a breakthrough format and has financial legs to underwrite a volume of quality digital journalism. But the Federal Trade Commission has a narrower focus for its one-day workshop in Washington Wednesday: are consumers being confused and potentially misled?

This is a staff-led information gathering session. FTC commissioners may attend but most likely will not. There will be no on-the-spot action or even findings.… Read more

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Front page ads aren’t new at the Los Angeles Times

I hope the LA Times was well compensated for this,” Nieman Lab director Joshua Benton tweeted about the Los Angeles Times’ front page ad Wednesday.

Image courtesy the Newseum

The paper has “had a number of innovative campaigns on A1,” L.A. Times spokesperson Nancy Sullivan told Poynter in an email.… Read more

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Mayoral candidate endorses himself in ad on alt-weekly’s cover

Cleveland Magazine

This week’s Cleveland Scene carries a wraparound ad for mayoral candidate Ken Lanci. The four-page ad goes over the Scene’s actual cover and includes an endorsement of Lanci — who has said he’d consider buying the Scene — from “The Lanci Tribune.”

In Cleveland Magazine, Erick Trickey wonders “shouldn’t a rebellious alt-weekly avoid a sleight-of-hand that suggests a millionaire political candidate can buy its endorsement?

What sort of political coverage of the mayor’s race will Scene offer up now? “Premiere edition,” declares the “Lanci Tribune.” Will the paper bite the hand that feeds in the next issue? Or keep quiet about the mayor’s race?

Trickey’s criticism is “pretty boring,” Scene Editor Vince Grzegorek says in an email to Poynter. … Read more

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From left, Doug Jackson of Shared Vision Marketing, Jeremy Caplan from the Tow-Knight Center for Entrepreneurial Journalism, and Harry Lin with IMDb, give advice on startups,

Media entrepreneurs: Five myths can stop you before you start up

Let’s begin with this sobering statistic: nine out of 10 startups that get funded will fail.

Reliable and comparable numbers for news-related startups aren’t available, but it’s a good guess that any journalist thinking of venturing out on his or her own faces huge odds.

Three experts urged attendees at an Online News Association session Thursday to avoid five myths that can derail any news enterprise before it gains traction.

Myth #1: I’ll make money through advertising!

Harry Lin, head of business development for the Internet Movie Database (IMDb), an Amazon subsidiary, said the amount of traffic required for a website to pay the bills through advertising is “ridiculous.” More often than not, he said, startup sites end up running network ads, and after the network and ad agencies take their cuts, the sites are left with 25 cents per 1,000 page views.… Read more

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