Newspaper Performance
In a recent meeting with senior American newspaper executives, Jim Chisholm, strategy advisor to the World Association of Newspapers, discussed the effects of smaller format newspapers on key issues such as readership levels and continued, long term growth.
"Format change was never going to be a panacea. but it is proving to be a worthwhile move, in terms of raising reader satisfaction and providing a foundation for other editorial and commercial developments," said Chisolm.
Over 80 major titles have changed their format, and although circulations rise on average 10 to 15 percent shortly following the format changes, long term circulation increases are not seeing a drastic change.
"...one publisher said: 'It's not enough to only change the format, readers expect the newspaper to be new.'" Mr. Chisholm said. "Changing your format does not solve everything... the content needs to be refreshing as well, (and) you also have to take the editorial content into consideration to satisfy your readers and advertisers." he concluded.
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Online Advertising
The internet continues to attract advertisers over traditional media and is expected to increase over the next several years. "The online media is now used by 80% of advertisers." On the other end of advertising, Google still dominated the marketplace over MSN and Yahoo! in keyword and contextual ads.
Despite an increase in online advertising and decrease in traditional media, trade magazines, events and direct mail marketing are cited as the most effective in both branding and lead generation.
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