Digital and traditional media can work together. Traditional efforts often drive users to search engines, websites and social media platforms. If you own the SERP for your brand, you’ll be able to control what the user sees as they respond to your traditional media campaigns.
Tony Haile, until recently the longtime CEO of the highly regarded online-analytics site Chartbeat, is planning to launch a new subscription site that doesn’t try to convert readers from free to paid. He calls it Scroll, and it has $3 million in seed money from formidable publishers including the New York Times, News Corp and Axel Springer.
The company recently created a division for new ventures and appointed as its CEO a publishing executive with deep experience in marketing and sales — Peter Newton, who will also continue as CEO of GateHouse’s Propel Business Services. In this Q & A, Newton talks about present and future change at GateHouse:
The newspaper’s in-house digital agency has grown to 70 client businesses that provide a significant share of the estimated $40 million of annual revenue that doesn’t originate within the walls of the DMN. The division has become the centerpiece of the company’s work to to re-establish a revenue growth model.
Nearly one-third of the respondents in Street Fight’s survey who also said that local media and content was important for their marketing were thinking about such cross-channel programmatic. Interest appeared highest for marketers who found local TV effective, but also played strongly with radio and print fans.
Audience analytics firms Parse.ly aims to give community news sites the same kind of in-depth information that platforms like Facebook provide about how users are responding – and not responding – to content. The company aims to help editors and reporters make decisions that can go right to the bottom line, leading to higher revenue.
A recent report had mixed emotions about the future of community news. So should publishers despair, or is there promise of sunlight behind the lowering clouds? We spoke with Nic Newman, digital strategist at the Reuters Institute for the Study of Journalism, and author of the report, to find out more.
Over the past few weeks, I’ve received a barrage of ads for storage centers in St. Louis despite the fact that I live in South Carolina. I’m also seeing ads reminding me to “finish your trademark” event though I’m not interested in trademarking anything. I asked experts about why mis-targeted (and wasteful) ads like these persist, and what the ad industry is doing about them.
What if local newspapers, instead of chasing after ever-bigger traffic numbers via platforms like Facebook, cultivated fewer but more receptive users — the kind that would be more attentive to advertising messages, especially if the messages had less blare and more flair. Could going deeper on community coverage result in higher CPMs?