Snippets From A Fast-Changing World

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

NYT Posts Articles on Twitter; Asks Others Not to Notice

by Erik Sass

Huh?  The New York Times is clearly struggling with the whole social media angle of its new online pay-wall — or rather, trying to have its online cake and eat it too.

On one hand, the NYT wants heavy users to pay for access to online content, shelling out $15 per month for continued access after reading the maximum allowed 20 articles for free; the pay wall is supposed to take effect on March 28 (it’s already up in Canada)...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

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

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

Media will be forced to play by the internet’s rules

By Richard Waters

For media companies, when and how to tap into the new mobile and social platforms on the web is as much a question of timing and technological tactics as of business strategy. But make no mistake: as the platforms quickly evolve, most companies have little choice but to engage with them – and pay whatever toll is required.

There have been two reminders in recent days of the growing power of these platforms, from Apple and Facebook...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