Internet Tail Wags Dinosaur's Dog
Two studies out today adding more evidence to the growing power of the internet when compared with other media.
First, the NYTimes writes about the report out by the NAA: Online Newspaper Ads Gaining Ground on Print.
According to estimates released on Friday by the Newspaper Association of America, newspaper print ad spending in the first three months of 2006 increased only 0.3 percent, to $10.5 billion, over the corresponding period last year. At the same time, spending for online advertising surged 35 percent.
Some in the newspaper biz are catching on:
"I think this industry is in for exceptional long-term growth from online revenue," said Jason E. Klein, the president and chief executive of the Newspaper National Network, a marketing partnership of advertisers and newspapers. Much of the current growth is coming in the technology and automotive categories, he said.
Some, well, you decide:
One hope for online newspaper classifieds is the control their staffs can exercise over the content, unlike free sites like Craigslist, which are mostly managed and edited by anonymous users.
"I think newspapers will attempt to differentiate their classified products as authentic, reviewed and updated regularly," Mr. Bennett said. "It's a much more authentic database.
Authentic? The best argument that the president and chief executive of the Newspaper National Network can come up with is that their ads are authentic? Along side the quaility ads, have you seen the crap in the classifieds sections of most newspapers? They're no better or worse than Craigslist.
The second is from the Online Publishers Association (OPA), who announced the results of a new research project, "A Day in the Life: An Ethnographic Study of Media Consumption." Here are a couple key lines:
The results show that the Web is now clearly a mass media -- ranking right alongside other major media when it comes to reach and duration of use. And when it comes to at-work media use, the study found that the Web clearly dominates (with 54.6% reach, compared to television's 21.1%), and is the only medium that ranks among the top two at both work and home.
The research found that the Web increased the reach of television by a remarkable 51 percent in the morning, 39 percent in the middle of the day, and 42 percent in the afternoon. With magazine advertising, the impact is even greater -- the Web more than doubles the reach of magazines.
Web users tend to have greater buying power than television users. For more, visit the OPA.
Technorati Tags: research, newspapers, tv, research, dinosaurs
Wednesday, June 07, 2006
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