Snippets From A Fast-Changing World

An independent observer looks at things differently to someone who is right in the middle.

The NYT Pay Plan’s Most Dangerous Foe: Perception

Staci D. Kramer Mar 27, 2011

By now, we were supposed to have clarity about how The New York Times will use a meter to create a digital subscription revenue stream. After all, the plan went into effect in Canada March 17 and is supposed to start rolling out in the United States and globally Monday afternoon. We do have details—all-you-can-click social, 20 clicks at NYTimes.com (NYSE: NYT) before direct access is lost, pay plans of $15-$35 every four weeks—but the clearest aspect so far is how hard it is to cut through preconceptions, particularly when flexibility and complexity are involved...more

The newsonomics of Sunday paper/tablet subscriptions

By Ken Doctor

Digital news business models are playing out on pool tables these days. Break the balls and you have no idea where they’re going or how they’ll impact each other. We’ve got paid content models of varying kinds. We’ve got the new combining “free world” of AOL/Huffington Post+ taking aim at the emerging paid world. We’ve got continuing revolutions in advertising models and technologies. We’ve got the knitting together of professional publishing and higher-end “amateur” publishing. And we have the biggest introduction of a digital device, the iPad, that we’ve ever seen, while smartphone adoption continues to create a news-anywhere world. Draw back the pool cue, punch a ball, and new patterns emerge — some planned, many quite unintentional, and maybe a few dramatic in their impact...more

Media Buyers Say NYT Advertising May Actually Get A Boost From Paywall

David Kaplan twitter @davidaKaplanMar 18, 2011 11:15 AM ET

Media buyers don’t expect the New York Times’ online ad revenue, which was up double digits last year, to take a hit from the company’s new digital subscription plans. Some even see a scenario where the NYT will be able to charge higher rates—if the newspaper hits the expected number of “heavy users” which may offer proof of “more engaged” readers.

When it comes to digital ad revenue, the NYTCo’s experience has mirrored most major publishers. In Q4, digital adsremained a particular bright side in general, as that segment rose 11.1 percent to $113.2 million. Citing a “volatile ad market,” the company experienced a 7.2 percent drop in print ad dollars...more

Dentsu and Facebook Announce Agreement to Support Advertisers in Japan

TOKYO – Dentsu Inc. and Facebook, Inc. announced an agreement under which Dentsu will become the official representative of Facebook’s sales and marketing support to companies in Japan.

Under this agreement, Dentsu, as Facebook’s official ad sales representative in the Japanese market, will provide consultation on effective Facebook Page (see Note 1) development, exclusively market Facebook Premium Ads, and offer new marketing strategies utilizing Facebook that are tied into ad placements in the mass media to advertisers in Japan...more

Facebook plans discount deals programme

Facebook said it was entering the fast-growing “deal of the day” market, posing a challenge to online discount marketing pioneers Groupon and LivingSocial.

The social network’s large audience and detailed database of user preferences positions it to be a fierce competitor in this market, which is expected to generate nearly $4bn by 2015, according to consulting firm BIA/Kelsey. Facebook’s move could boost its revenue stream as itconsiders a public offering – and potentially compromises Groupon’s impending IPO...more

Google to Help Broker Video Ads

By AMIR EFRATI

Google Inc., trying to become a middleman for selling video ads on the Internet, will soon test a service that matches advertisers with website publishers, including Google’s own YouTube video site.

The Silicon Valley company is creating the video marketplace within its DoubleClick Ad Exchange, Neal Mohan, a Google vice president for product management, said in an interview. It resembles existing exchanges used to sell graphical and interactive ads, a category known as display.

Such exchanges allow companies to bid to place ads across different websites in real time, or right at the moment a user has called up a particular Web page...more

Richard J. Tofel: Someday, the sun will set on SEO — and the business of news will be better for it

By Richard J. Tofel

Editor’s NoteRichard J. Tofel is general manager at ProPublica, a Wall Street Journal veteran, and author of a number of books, most recently Eight Weeks in Washington, 1861: Abraham Lincoln and the Hazards of Transition. Here he looks toward a future when search engine optimization has been rendered obsolete by advancing technology — and the implications for news.

The first time I saw the Google guys in action, one of them — I believe it was Larry Page — stunned the small crowd. It was long before the IPO, when Google was the Next New Thing, the search engine that the cool kids in the class, or the office, were knowingly mentioning to the rest of us. The interviewer was fawning over the young upstarts when Page said, “I’m glad you think Google is great, but I think it sucks.”

His point, he quickly added, is that the objective of a search engine is to enable the reader to find what he or she wants. Google, Page noted, rarely does this perfectly. Even the simplest searches retrieve pages of choices, many of them quite beside the point...more

Magazines’ iPad Editions Struggle to Keep Your Attention, New Study Finds

CP&B Now Using the Research to Develop Tablet Ad Formats

By: Nat Ives

Readers have more trouble focusing on magazines’ iPad editions than publishers initially predicted, according to the latest study in a growing effort to figure out tablet computers.

“We thought that of course there’s a lot of activity going on on an iPad, when there’s so many things you can be doing — between email, Netflix, playing games, reading magazines — but they’re actually bouncing around a lot more than we thought,” said Megan Miller, research and development program director at Bonnier, which publishes titles including Popular Science, Field & Stream, Parenting and Ski...more

Omnicom in deals to target online ads

by Tim Bradshaw in London

Omnicom, one of the world’s largest marketing services groups, has struck what it claims are industry-first partnerships with AOLYahoo and Microsoft, to gain direct access to the internet companies’ consumer data.

The deals, which follow a similar agreement with Google last year, will give Omnicom’s agencies the ability to target advertising to particular locations, ages and demographics across the web’s biggest media networks...more

FreePressMedia, Yahoo! announce local advertising relationship

FreePressMedia and Yahoo! are teaming up to give local advertisers new access to customers via online advertising campaigns targeted at local consumers on BurlingtonFreePress.com and Yahoo! websites.

FreePressMedia, which includes the Burlington Free Press and BurlingtonFreePress.com, immediately will begin offering Yahoo! digital inventory as part of its local advertising solutions, President and Publisher Jim Fogler announced...more