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May 2015 Newsletter

Don't Cue Print's Swan Song Yet

  Why print still matters in a digital world.
  In Words Onscreen: The Fate of Reading in a Digital World, American University linguist Naomi S. Baron describes a phenomenon I've noted  for some time-that younger readers, in Baron's case university students, increasingly prefer print.
  While we all can appreciate the convenience and ease of reading online, we also are well aware that reading in the digital world is fraught with distractions, encouraging multi-tasking, skim reading and poor comprehension, according to Baron.

Auto Expected To Spend $15.1 Billion On Local

  The automotive industry is expected to spend more than $15.1 billion on local advertising this year, with roughly one-third of it going to TV, according to a BIA/Kelsey report released today.
  However, the report shows digital spending is growing, and expected to continue. Pure online advertising, consisting primarily of search, is the largest digital automotive channel. BIA/Kelsey projects all growth in local advertising for the automotive vertical category will occur on online/digital media, reaching 30% of total local advertising by 2019, up from 12% in 2015.

The New York Times Will Hit One Million Digital Subscribers Soon. But Does It Matter?

  The New York Times is poised to hit 1 million paying digital subscribers sometime this summer, CEO Mark Thompson said during the company's earnings call last week - a significant figure that's as much a psychological milestone as a financial one.
  The problem, however, is that despite those gains, the Times' digital revenues - both circulation and advertising - account for little more than a fifth of the paper's total sales and won't in any way come close to making up for its once fat print profits.

Minneapolis Star Tribune's Quiet March to Digital Growth

  Minneapolis' Star Tribune was an early leader in making programmatic selling profitable for publishers, and it has turned its advice on that front into its own successful business line. The Strib's Ray Faust, VP of emerging media, discusses that venture and others, including a new photo-driven welcome page on tap, that have helped push its digital revenue over 20%.

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New Trends in Print Advertising

  In this electronic age many advertisers are taking advantage of the internet and mobile messaging services. Any time we access a webpage on the internet, chances are good that there will be an ad on it. Mail services scan their subscribers' emails and send advertisements geared to their interests and even chat rooms have ads present. A person can barely walk by a store without receiving an advertisement on their cell phone. In fact, we are bombarded with electronic advertisements on an almost constant basis unless we turn off our smart phones and computers!
  So where does this leave print advertising? When 89% of businesses use text and multimedia messaging to reach potential customers, you might think that print advertising has little chance of attracting new business or keeping clientele loyal but you would be wrong.

How native advertising labeling confuses people, in 5 charts

  Native advertising is one of the biggest - and more controversial - obsessions in media. The editorial-mimicking ad format, which is arguably not new at all but a modern spin on the advertorial, is still a small part of budgets for most advertisers. But 63 percent of ANA members said in a survey that they expected to increase their spending on native this year.

Programmatic Advertising Is Zooming In on Local - Will News Sites Be Ready?

  The new Borrell Associates projections for the growth of programmatic ad revenue in local digital publishing are, in a word, big. It's human nature to be hopeful about what's new, especially if the emerging numbers on recent performance look promising, and programmatic's do - but when you examine the details of Borrell's survey of 102 ad managers, Borrell bullish projections do indeed look more realistic than wishful.

10 Top Trends Driving The Future Of Marketing

  Marketers are constantly looking into the future, trying to predict the next big trend, be it for their brands or their clients. Naturally, marketers are preoccupied with questions like: What is the next big campaign? How can we turn our client into the "next big thing"? What is the next hot trend going to be in retail? Etc.  Everyone wants to the answers. Knowing this, what do some of the top minds in marketing predict for their own futures?

McClatchy Unveils Bold Print, Digital Redesign with firmer focus on user experience

  The McClatchy Co. begins rolling out a complete redesign of its print and digital properties today, a process that will encompass all of its 29 papers by 2016. In the second of a three-part Digital Deep Dive, NetNewsCheck Editor Michael Depp examines the R&D process behind the design, and the radical changes that McClatchy is bringing out to its print newspapers, sites and apps.

Creator of "Newspaper Extension Timeline" explains what audiences value

  Ross Dawson, known for predicting the year-by-year geographic extinction of print newspapers, offers measures of media value: timeliness, novelty, insight, design, reputation, community, filtering, and relevance.
  "We live in extraordinary times," Ross Dawson, founding chairman of Future Exploration Network, told delegates at the INMA World Congress in The TimesCenter Monday morning.
  Dawson released his Newspaper Extinction Timeline less than five years ago. He attempted to predict the extinction of print in each country around the world, beginning with U.S. print extinction in 2017.

What our customers have to say....
 

Tremendous job in Taylorville, thank you!

 

I will admit, signing up for this venture was a bit of a leap of faith. Obviously, one that worked. Everything about the internet sales campaign exceeded my expectations. You were right on the money about the revenue you believed we would be able to generate in our market.

 

Naturally, I was concerned that as "experts," you would have a high-pressure approach that might have interfered with our print sales. Was I ever wrong about that. You stepped into our market and interacted with our customers as if you had known them for years.

 

Certainly, I am grateful to you for helping us generate significant revenue and for training us to also become "experts" in the field of internet advertising sales. But, honestly, the greatest reward from this venture was the rejuvenation of a weary staff. I saw and felt an energy during the week that you were here that I have not seen in decades, an energy that I believe will carry over into our print sales as well.

 

And, on a personal note, I enjoyed some great conversation with you during the week. Congratulations on the creation and execution of a successful sales platform that absolutely works.

 

Sincerely,

Marylee Rasar

Publisher

 

Breeze Courier website

 

 


 

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