Harrisburg Happening

Monday, April 03, 2006

Why Advanced Publications should care

According to the AP - Associated Press - the biggest challenge to newspapers is keeping up with the millions who flock to online newspapers every day.

http://www.nytimes.com/aponline/business/AP-Newspapers-Online-Audiences.html?_r=1&oref=slogin

"A study being released Monday by the Newspaper Association of America, a trade group, found that one in three Internet users -- 55 million -- visit a newspaper Web site every month"

Also of note is the proposed online strategy - how to get advertisers and how to get more people engaged:

"Having new people come in with fresh ideas was key for newspapers as they develop their online operations said Mark Contreras, Scripps' vice president of news operations. Those people are likely to devise new initiatives over the next few years that will ''save our bacon,'' he said."

Hey Milton - I don't think that includes pissing off the people you actually do manage to engage.

6 Comments:

Blogger GastonStreet said...

The future of on line newspapers is HERE! Check out the new PennLive on-line Auction, suplemented by the Patriot News advertisements in this Sunday paper. They are starting a direct line for local businesses to sell on the internet just like e-bay. But from the looks of it they will build advertisement revenue, twice. In the Patriot News and then again on PennLive, plus fees for selling the product or service. What a racket, heaping revenues....

April 03, 2006  
Blogger Anniken Davenport, Esquire said...

I think ebay beat them to that one, and Craig's List, too. Seems almost desperate to me.

April 03, 2006  
Blogger Ad Hominem said...

if business thinks it is in their best interest they will do it. The patriot is a local medium with some credibility through its established position. This could mean that it is more appealing to local businesses who may shy away from national marketplaces like ebay or the fragmented craigslist.

Plus pennlive will only do it if it is profitable. I think they are trying too hard to keep up, but I doubt they are too desperate since they run one of the few profitable mid-large dailies in the nation. Of course every time they try to keep up they do so frantically it seems, think "Go!" and how that keeps mutating and content and layout shifting.

April 04, 2006  
Blogger Anniken Davenport, Esquire said...

I agree that they are in an OK financial position. This is one of the few instances in which being privately held is an advantage. Many of the publicly held media chains are struggling partly because their investors demand more and more profits every quarter. That, however, doesn't mean they don't have to come up with new models for generating profits.

April 04, 2006  
Blogger Ad Hominem said...

Very true.

It just seems everything they try either fails or doesn't have any impact. The only thing they do that is consistant and profitable is the newspaper.

I think their new models are often knee-jerk reactions to a changing marketplace as opposed to well composed ideas.

April 04, 2006  
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April 18, 2006  

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