Yes No Somewhat Unanswered
Volume 2, Issue 8 March 2009
What are Pennsylvania’s
newspapers offering on their
Of) MANSI Media Guide To Prying Information from
To Local Online Advertising
nt To Advertise Online?
Managing your client’s
Yes - Great, we just need some
info to get started.
Pre-Roll Video is a 15
Have a timeframe you Have particular size(s) Have an interest in second spot airing
are interested in? you are interested in? Rich Media? before a video newsclip
on a local online website
If less then One Month
IAB guide to selling
local online advertising
Ad "Peals" down from
Leaderboard Corner Peal the corner to reveal a
Impressions (20% to
Use Page Take-Overs,
Email Blasts, Road PAGE 6 larger ad. Generally
opens once per day /
once per unique user.
30% SOV) Blocks or Rich Media
User Intiated after that
Med. Sliding Billboard point.
Ad Unit expands down to a
larger unit once per day /
Skyscraper once per unique user,
User Intiated after that
point. Ad Unit retracts to a
"Pencil Ad" after
Standard IAB Size: Beyond the Banner Options
Leaderboard - 728x90 - Advertorial Blogs
Med. Rectangle - 300x250 - Email Blasts
- "Ask the Expert" Forums
Skyscraper - 160x600 - Video
Marketing and Research Newsletter
The Basics of Online Advertising
by Matt Caylor, PNA
Throughout the last year, there has been a lot of discussion about the
online world: How should content providers approach social media? Should
newspaper Web sites consider micropayments as a business model? Who or
What is Twitter? Why should anyone care?
While all of these are important questions (even It seems almost a natural law that when having any technology
Twitter), they do not address the core of why related conversation, the number of buzz words uttered
advertisers and advertising agencies come to increases dramatically. Scattered throughout a room full
newspapers. The industry’s advertising partners are of geeks you will hear everything from “Social Spaces” to
looking, in most cases, for a way to effectively extend their “Behavioral Targeting” to “Fragging the Newb”. To help you learn
reach and improve the frequency of their campaigns through to talk the talk, let’s start with some of the basics.
newspapers’ local online Web sites. To help our advertising
An “ad banner” is the generic term used to describe any online
clients reach their online advertising goals, it is crucial that we,
display advertising, while “impression” is the most commonly
as newspaper professionals, have a solid understanding of the
used term for one ad being served to one computer and it
digital world so that we can serve the needs and interests of
also provides the basic unit of measurement in the cost per
our clients to the best of our abilities. To help achieve this goal,
thousand (CPM) model.
what follows is a basic guide to the local online world, covering
topics from terminology to search engine optimization. continued on page 8
State of the Online Union by Matt Caylor, PNA
Benchmarking the success or failure of a Web site goes beyond simple profitability or lack thereof (although that is an
important part). To find the actual value of a site, it is important to compare it to other sites that serve a similar audience
and have similar goals. Consideration of the site’s features, practices and staffing elements that lead to a successful and
profitable site must be examined.
At the start of 2009, the Pennsylvania Newspaper Association polled its
member papers about their online efforts. This was an informal study
that covered 30 to 40% of the daily papers in Pennsylvania. Below is a
summary of the answers to the questions that were asked.
Video has grown in popularity online, its success pushed by sites
like YouTube and Hulu, but these two behemoths have underserved
those seeking hyper-local content. Providing local content is the niche
that newspaper’s online sites can fill by providing short-form video of
breaking news, high-school sports and local events
A large number of newspaper sites already offer video (a jump from
2008). But how much of the video being offered is truly local and how
much is AP Feed?
Fortunately, the larger proportion of the video offered on our member’s
Web sites is hyper-local. This is the strength of a newspaper’s site,
providing content that the national players do not. As more and more
papers can provide this content, they will continue to attract the
attention of local and national advertisers, who are seeking to connect
with the local audience. They will find the space available on our
Web sites a desirable place to run their overlay, pre-roll and post-roll
What other advertising options, beyond the banner, are newspaper
sites offering? One that has been of particular interest to the agencies
Do you currently offer e-mail advertising (eBlasts)? and advertisers that MANSI Media works with has been the eBlast or
eNewsletter, serving opted-in subscribers with advertising and local
Yes No Unanswered
As can be seen to the left, fewer papers offer this service. Advertisers
are coming to papers for solutions. In some cases, this can be achieved
through the use of banner advertising, but in other cases, they will be
looking for additional options. It will benefit newspaper sites to broaden
their offerings to include things like video, eBlasts and other “beyond the
continued on page 3
Web 2.0 Features
continued from page 2
Video and eBlasts only cover two of the Web 2.0 features a newspaper site
can offer. Free services such as Twitter, Flickr, etc., and internal development
sites across Pennsylvania have been expanding their offerings to include
local blogs, forums, news feeds, user-submitted photos, social media
integration and other tools to better meet the needs of their users. Below is a
break-down of the usage of these tools on sites across the state.
s Forums Mico-Blogs
While RSS Feeds (News Feeds) and blogs hold top billing, the other services
Feeds User-Submitted Photos Text Alerts
are not far behind and have been growing in popularity. Already a number
of Pennsylvania papers are looking to the social space (MySpace, Facebook
and Twitter) to grow readership and deepen their everyday engagement.
While some of these tools will fit better into a community than others, they all
provide different ways for sites to increase stickiness and drive traffic.
Currently Practicing Search Engine Optimization (SEO)?
We are glad to say the majority of the responders to our survey are
practicing search engine optimization (SEO). As the Web gets more crowded
Yes No Unanswered
with more sources of content (user-generated or otherwise), it will become
increasingly important for Web sites to monitor their search engine standing
and work at holding a top position within their key topics.
This practice will help keep newspapers in their dominant local position.
Do you currently have a dedicated online sales person?
But how should newspapers sell these different options? One opinion is that
having print and online separate is the way to best optimize the sales of the
The other side believes that having cross-trained staff to sell both online and
print products is the key to sales success.
Which side is correct? It’s pretty much undecided at this point, but the
industry will continue to search for a solution. We can see that in PA, more
departments are moving towards a cross-training method. Whether this trend
is due to cost-savings advantages or because our newspapers embrace the
Is your print sales staff cross-trained for web sales?
notion of dual-purpose sales reps, the answer is unknown at this time.
Yes No Somewhat Unanswered
How ever you look at the data, you can see a greater response to digital
technologies among Pennsylvania newspapers. They have answered the
challenge presented by this new medium and are oftentimes on the forefront
of local online media, finding new ways to serve their readers and cement
their position within the community. ◆
Combating the Myth of the Internet
by Matt Caylor, PNA
The Internet is not a Include a Web address in the ad copy. This may seem
magic bullet. It will not counter-intuitive since the ad can link directly through
turn a bad ad campaign to the home site, but not everyone will click on the ad
into a successful one. Bad right after they have seen it. By displaying the Web site
ad copy online remains bad address in the ad copy, the viewer can make a note of
ad copy. A poor graphic this information and then either type in the URL directly or
will still be a poor graphic even search for the site through a search engine like Google or
after it has been plastered across a Yahoo.
Use a strong call to action. Just as with other advertising,
As an industry, we know this to be true. But we continue if you want users to interact with your advertising, you
to fight these common misconceptions propagated by have to invite them to participate. A simple “Click Here”
early adopters and a lack of knowledge. And as clients or “Register Here” can help improve the click through rate
consider local online for their advertising campaigns, of an ad and its overall effectiveness. Not all users know
we must manage their expectations so they will see the (even in this day and age) that they are supposed to click
value in the results and not expect the implausible. After on a banner ad. Include a call to action and users will be
all, advertising may now be online through banners, blogs more likely to act.
and rich media but it is still advertising. The best way to
manage your client’s expectations and the success of the Animation is effective. Simple flash and basic movement
online campaign is to understand and follow a few simple within an ad can help catch a user’s eye. While local online
rules. sites are generally free of the overload of clutter that
infects national sites, users still sift through over 3,000
The click through rate is not the most important ads every day while surfing the net and animation can
measurement of a campaign’s success and does not define help distinguish one ad from another.
return on investment (ROI). Although the click is important
and does help showcase interactive advertising as the Consider asking the following questions when designing
most traceable advertising around, it does not deserve the the client’s ad:
position of most valuable metric. Potential advertisers need • What is the main element/message that each viewer
to be encouraged to look for other metrics to measure the should leave with after seeing the ad?
success of a campaign. For example, an increase in site
• What features, characteristics, etc. aids the product/
traffic during and after a campaign indicates that users
service being advertised in standing out from the
have responded to the ad and sought out the site, even if
they have not clicked to it directly.
• What would clients want to achieve through the use of
Ad copy needs to be updated on a regular basis. Unlike the advertised product or service?
print ads, that generally do not run with much frequency,
• What “style” best represents your company?
online ads are seen on a daily basis by readers. If the
copy is not changed every seven to nine days, then • Where should the ad link through to (homepage, splash
“banner blindness” can occur. This is when a user glosses page, etc.)?
over the ad copy because they have seen it repeatedly By taking these ideas and suggestions into consideration,
and it no longer registers an impression – thus decreasing the client will have a better grasp of what to expect and
its effectiveness. But, if the ad is updated on a regular what will be expected of them when they launch an online
basis during a flight, then banner blindness will not occur advertising campaign. These steps will help achieve an
and more potential customers will take note of the offer. effective campaign and keep the client coming back again
and again. ◆
Save The Date
The Pennsylvania Newspaper Association Foundation offers many training opportunities throughout the
year. Check out these great events coming up in 2009:
April 2, 2009 panel featuring representatives from shortcuts, resources and techniques you
Online Streetfighter Workshop the top retailers will discuss strategies can take back and use right away. Join
Point Park University, Pittsburgh for media-buying while a roundtable Charles Apple, newspaper artist, designer
9 a.m.-3 p.m. discussion focuses on challenges and and editor for more than 20 years for this
opportunities with the Web. This day-long very important and useful session.
Details: Mike Blinder manages online workshop includes access to the exhibit Cost $60 per person for members.
sales initiatives for newspapers and floor as well as opportunities for sharing Register early as seats are limited
media companies worldwide. This session great ideas.
will provide an overview of successful April 23-24, 2009
multimedia pricing and packaging For more information on this symposium Northrop Local Government
strategies that are currently in place and and the many other inexpensive, Boot Camp
working in newspapers. Ad reps will gain a convenient and valuable opportunities PNA Headquarters, Harrisburg
better understanding of how to maximize available through America East, April 6-8,
online advertising revenue. Mike will give visit our Web site at: www.america-east.com Details: For the past five years, we have
detailed information about technology been educating early-career journalists on
requirements, target advertising April 16, 2009 covering local and state governments in
categories, pricing and product offerings Think Big: Infographics PA. The John L.S. and William B. Northrop
and market support. PNA Headquarters, Harrisburg Boot Camp is a two-day intensive training
Cost (lunch included): $75 per person 9:00 a.m. to 5:00 p.m. program and focuses on important
topics such as legal issues at the local,
April 6, 2009 Details: Graphic journalism, like any good county and state level, understanding
Breaking the Entry Barrier to journalism is about content not software. township and borough budgets and tips
Online-A Tool Kit In this full-day session we’ll talk about the for interviewing government officials.
The Hershey Lodge, Hershey real hallmark of visual journalism: how Participants must be nominated with
1:30 p.m. - 2:45 p.m. to tell a story effectively and accurately. a letter of support from their editor or
We’ll look at several case studies, publisher. Deadline for nominations is
Details: Some papers are still figuring out examine effective graphic reporting Friday, April 3, 2009.
the online world and their place in it. This techniques and teach you how to coach Cost (lunch included): FREE - 15
session will focus on affordable practices reporters into doing a more effective job expense-paid fellowships are available to
that can easily and quickly move them of bringing back the information you need qualified journalists.
where they need to be. When at American to do your job as a graphics journalist.
East, be sure to attend this session with Join Charles Apple, newspaper artist, May 14, 2009
Robb Montgomery. designer and editor for more than 20 2009 Carrier Golf Outing
years, for this very important and useful Penn National Golf Club,
April 8, 2009 session. Fayetteville
SNA Ad Symposium Cost $60 per person for members.
Details: The 13th Annual Carrier of the
The Hershey Lodge, Hershey Register early as seats are limited
Year Golf Outing is being played on the
8:00 a.m. – 4:00 p.m.
Founders Course at the Penn National Golf
April 17, 2009
Details: Looking to increase your retail Club, Fayetteville. The carrier golf outings
Visuals on a Shoestring Budget
sales and rebuild your sales department? help support the Pennsylvania Newspaper
West Chester University,
Attend the SNA Ad Symposium on Wed., Carrier of the Year program. This program
April 8, in conjunction with America recognizes the leading carriers in your
9:00 a.m. to 5:00 p.m.
East. The keynote presentation explores area and gives you the opportunity to
“Retailing Trends Now and Beyond: How Details: How can you bring top-notch thank them for their hard work throughout
to Help Your Customers Connect with visual journalism to your readers when the year. ◆
Their Customers.” Learn how Ottaway your paper is so small it can’t even For more information or to register
Newspapers are reinventing themselves afford a full-time news artist? We’ll look for any of these, please contact
with unique compensation programs, at effective visual devices and graphics Bev Hendry at (717) 703-3003 or
personality testing and new thinking on created by designers and copy editors firstname.lastname@example.org,
building business. Not to be missed….a who have very little training. You will learn
Page 6 Page 7
The 100% Simplified And All-Inclusive (Sort-Of) MANSI Media Guide To Prying Information from
Clients When It Comes To Local Online Advertising
Do You Want To Advertise Online?
No - That’s okay, this Internet Yes - Great, we just need some
thing is a fad anyway. info to get started.
Have a Budget in
Pre-Roll Video is a 15
Have a geographic Have a demographic Have particular size(s) Have an interest in
If No, Is there a certain percentage of impressions (share of voice)
Have a timeframe you second spot airing
If Yes, Is there a particular market you would like to focus on? Or
area you want to you are interested in?
you would be interested in capturing? [Advise a 10% minimum
you want to target? are interested in? Rich Media? before a video newsclip
on a local online website
would you like an even split of dollars between sites?
Geotargeted Are you interested in Recommend a
Content IAB Size
a specific channel Minimum One-Month If less then One Month Pre-Roll
(sports, homepage, Flight
etc…)? Ad "Peals" down from
Zip Codes the corner to reveal a
Using the local Leaderboard Corner Peal
share of voice]
content of the Use Page Take-Overs, larger ad. Generally
sites to serve Email Blasts, Road opens once per day /
Impressions (20% to
impressions to Blocks or Rich Media once per unique user.
Counties Are you interested in 30% SOV)
users in the User Initiated after that
Behavioral Targeting Med. Sliding Billboard point.
Ad Unit expands down to a
larger unit once per day /
Skyscraper once per unique user,
User Initiated after that
point. Ad Unit retracts to a
"Pencil Ad" after
Standard IAB Size:
Beyond the Banner Options
Leaderboard - 728x90
- Advertorial Blogs
Med. Rectangle - 300x250 - Sponsorships
- Email Blasts
Skyscraper - 160x600 - "Ask the Expert" Forums
The majority of these targeting options apply to basic banner
continued from page 1
advertising – but newspapers should not limit themselves to
“Clicks” is when a user interacts with a banner ad, clicking
banner only options. The “beyond the banner” options can
upon it and being pushed to the designated landing site.
include channel sponsorships (usually a flat fee to have a
A “page view” is one Web site metric used to measure traffic. channel branded with a company’s logo), advertorial blogs
For every page of a site that a user visits (or refreshes), one (allowing the advertiser to speak directly with an audience
page view will be counted. through the trusted local product), video (usually 5 to 15
second clips that precede local video content) and advertiser
Another site metric is the “unique.” Just as it sounds, this profile pages/marketplaces, a “yellow-page” type listing
term indicates one individual accessing the site and is usually for local businesses hosted under the newspapers domain.
measured on an average monthly basis. These options are but a few of the creative ideas that
advertisers are looking to pair with standard campaigns to
help cut through the clutter of the Internet.
Another important part of a newspaper’s local online offering
is standardization. National and regional advertisers are
looking for sites that work within the standard advertising
sizes provided by the Internet Advertising Bureau, IAB.net,
as these sizes are known to be effective vehicles and can be
utilized across multiple mediums. Those sizes are:
• Medium Rectangle – 300x250
• Leaderboard – 728x90
• Skyscraper – 160x600
Skyscraper • Rich Media – Expandable Banners
With the terminology down and a better understanding of the
importance of standardization, now it’s time to talk about the
offer. How should local online be pitched to an advertiser?
The last of the big three site metrics is “session time.” This One option is the technical sell that goes something like this.
metric shows the average time users interact with a Web “I’m offering a 10% share of voice at an estimated 80,000
site. Impressions, using a 300x250 ad unit, over an eight-week
flight with an associated eCPM of $$. After the $$ eCPM
Some of the most important terminology that you will hear homepage targeting surcharge, you will be looking at a total
discussed in the coming months, with the tightening of of $$ for the entire run.”
advertising belts, will be the targeting options that exist (or
will exist) on Web sites. Examples of this include: -or-
continued on page 9
• Geo-Targeting – targeting ads by physical, real-world
• Behavioral Targeting – ads targeted by users behavior
• Contextual Advertising – advertising matched with
keywords in content stream
• Registration Targeting – targeting ads by user data
registered with sites
• Dayparting – displaying ads by time of day
• Channel Targeting – ads limited to particular channels/
• Run of Site (ROS) – no targeting – ads appear anywhere on
Medium Rectangle – 300x250
the site at anytime
of what papers can now offer online. Leaving the newspaper
continued from page 8
medium off the table leaves a major hole in the reach of any
There’s the more simplified sales strategy that might sound advertising campaign – whether it be for a small mom-and-
more like this. “One out of ten people who come to our pop store or for a major national retailer.
homepage will see your message. It will cost $$ a week for
8-weeks.” While assembling a Web site capable of accepting
standardized ad sizes, learning the vocabulary associated
Generally, local clients will respond much better to the with online advertising and preparing for the inevitable
simplified sales version because it’s direct and easy to objections associated with selling this medium, there is
understand. There might still be objections to advertising on always the competition to consider as well.
this “new medium” because it is only 10-years old and many
people are still not confident or sure of its effectiveness, but Google and Yahoo are both working hard to dominate the
there are few challenges that can’t be surmounted. Search Engine Marketing (SEM) field. SEM is the practice of
placing ads next to or within search engine results. Through
Some potential advertisers will complain that there is too their efforts, a larger and larger portion of the digital ad
much duplication between the print and online product. dollar pie has been moving into SEM as a direct response
They are correct in assuming there is duplication, because vehicle. While SEM is great for presenting a product to an
on average, 50% of the digital readers also read the print audience or putting it on the shelf, it is not effective in the
edition. But, there are two particular points to make in branding which actually helps to sell the product.
rebuttal to this objection. First, the unduplicated side still
leaves 50% of these valuable readers (educated, affluent and And speaking of branding, recent Online Publishers
younger than the print edition) reachable only online. Second, Association, www.online-publishers.org, studies have shown
remember that frequency is a good thing. If your readers that content producers (i.e. newspapers) are a better
see the ad both online and in-print, they are now much more branding vehicle than any other digital medium. Content sites
likely to act and will retain a higher brand recognition than if have increased brand awareness ratings on their sites by
they saw it in either medium alone. 38% within the last year, while ad networks have seen a 19%
drop. While the same content sites have seen a 27% rise in
Other potential advertisers will complain about the low brand favorability (of products advertised), portals like Yahoo
click-through rate offered by local online. Again, let me have seen a drop of 17%.
offer two points of response. First, newspaper Web sites
offer a higher click-through (.2%) than national sites (.05%). Craigslist, started in the early 90’s, has come to play an
Second, the click-through is not the only metric that needs increasing role in local classifieds. With free listings and an
to be monitored. Since the click does not tell the whole easy to use interface, they have established solid growth
story, newspapers need to encourage advertisers to monitor since their inception, even over the last year, by continuing to
their site traffic before, during and after a campaign to see drive traffic to their site.
improvements in staying power and traffic.
Still other advertisers will question the higher cost of
newspapers’ online advertising. But, as the old saying goes,
you get what you pay for. Local online advertising is priced
higher because it is a premium product that reaches an
affluent and educated audience with a minimum amount
of surrounding clutter. Also, because local consumers are
visiting local Web sites, the client’s advertising is more
targeted so fewer ad impressions need to be purchased in
order to create an effective campaign – reducing the overall
cost of the buy.
Of course there will be the perennial complaint, “Newspapers With their continued growth and increased reach into smaller
are dying, why should I advertise with them?” Contrary to and smaller communities, they have positioned themselves
popular belief, newspapers are not dying, nor will they be as a threat to newspaper classifieds (both in print and online).
anytime soon. Readership across digital and print editions is But newspapers have solid retort against Craigslist – Trust
increasing and skewing younger than in years past because
continued on page 10
continued from page 9 • Targeting Options (geo-, behavioral, channel, day parting,
etc…) and associated CPM’s
and longevity – they have it. To demonstrate this, consider
a recent headline from ChicagoTribune.com: “Craigslist. • Rich media options and associated surcharges
com targeted in prostitution crackdown” (March 6, 2009). • “Beyond The Banner” options (advertorial blogs,
An Illinois sheriff recently filed a federal lawsuit against the sponsorships, etc…)
company, accusing it of knowingly promoting prostitution. • Site Statistics
o Avg. monthly page views
o Avg. monthly uniques
o Session times
o Average click-through rate
• Recommended advertising flights (4 week, 8 week, 12
• Impression or flight-time based discounts
• Audience snap shot (demographics)
• Contact information
With the basics of the online sales world in hand, we can now
move onto talking about the rest of the digital landscape to
Leaderboard – 728x90 see how it relates to the world of newspapers - starting with
When someone mentions social media, most people
Classified ads for cars, services or homes placed in immediately think of the big three - Facebook, Flickr and
newspapers inherently carry the trust of the masthead under Twitter. Facebook represents a true social network. Users
which they are listed. A reader can feel more secure in what set connections between friends and share messages,
is being offered and not have to worry about a potential photos, pictures and other interesting items. Newspapers
scam. can harness the power of Facebook in two ways. First, they
can use Facebook as a relationship tool, creating a fan page
National sites like ESPN.com, CNN.com and the aggregator
and allowing the community to “friend” them. This action
Digg.com can offer larger audiences, more targeting options
allows the paper to push content to “friends” and offers a
and multiple formats for advertisers to showcase their
free endorsement of the newspaper from the community
ads. But, even with all of these advantages, local content
to their connections. Second, Facebook and other social
sites can still compete against their larger rivals. Through
networks can be used as a content distribution system.
the production and distribution of hyper-local content,
Interesting stories are shared among the network and can
newspaper sites have a niche that no one else can touch.
help drive traffic to the home site.
This content rich environment - low on clutter and high on
local news and information, is what presents local online as Flickr is a photo sharing site that allows users to tag photos
a prime branding vehicle. with keywords and share their comments throughout
the site. Newspapers can harness Flickr by joining the
With a better understanding of the competition, terminology
community and using the service as a place to pull user-
and basic ad sizes under your belt, you are now ready to
generated content from (being careful to stay within the
create a simplified rate card (a rarity in the newspaper
user-agreements already established), or using it as a free
world). Deciding what to and what not to include on a
upload point for user-submitted photo contests.
rate card can be a difficult. Too much information will
create confusion while too little information will reduce its Twitter is a micro-blogging service (posts limited to 140
effectiveness. characters) that reaches users through the Web, mobile Web
applications and SMS text messages. Much like Facebook,
In general, when an advertiser or advertising agency is
this service can offer an opportunity to interact with the
reviewing an online rate card, they will be looking for the
community, build relationships, push content and drive
continued on page 11
continued from page 10 to find sites. They also use these links to judge the value or
traffic. Also, with the immediacy involved in Twitter usage, it relevancy of a site. If it has a number of links to it, and those
may also be used as a story lead generator (if enough traffic links are from sites that relate to the desired topic, then its
exists within your area). relevancy increases and the site has a better chance of a
ranking higher on a search.
Within the world of social media, there are also various tools
that can be used to increase the stickiness of a site. These The third key aspect to SEO is frequently updated content.
include story comments, forums, user-submitted photos and Search engines will reward sites that frequently refresh their
local-focused blogs. All of these tools encourage users to content with higher rankings. Fortunately for newspapers,
stay longer and interact more on a site thus allowing them this is something we are already practicing online.
to be exposed to more ad impressions – the goal of any
There are other things (targeted header tags, alt image tags,
scripting with a local focus) that can be done to help with
Social networks can help you build upon your online brand, SEO, but they should probably be used in conjunction with an
but they will do little for you if readers cannot find your local IT department or Webmaster.
newspaper site. To assist in the search process, sites should
Lastly on the topic of SEO, DON’T CHEAT. There a number
consider implementing search engine optimization (SEO). The
of less than honest vendors who will promise higher search
goal of SEO is to achieve a higher ranking on Google search
placement with little to no work. These people are the black
in order to increase overall visibility on the Web.
hats, the villains of the online world, and can cause more
There are three key aspects to SEO. One is key words; these harm then good. Using unsanctioned methods, they may
are words or phrases that users would be searching for on drive a site up within a particular search, but this artificial
the Internet. For a newspaper these might be “news”, the manipulation is only a brief solution and if a search engine
name of the city or town, or other identifiers that your readers catches a site in the act, they will be punished. This can
would use in association with your product. Newspaper sites result in a site being pushed to the bottom of a search or
need to consider these keywords when writing copy for their being completely removed from the listings, neither of which
sites since search engines scan for the key words to judge is a good thing.
relevance of a site to a users search. If a site has thought
Newspapers’ online offerings can compete with anyone
ahead and seeded these words in their site, it will increase
in the digital market. Our local online sites offer a highly
their chance of being found through a search engine (Google,
educated (over 50% have college degrees), affluent (earning
Yahoo, Ask, etc…).
upwards of $80,000 on average) and active (almost 90%
The second key aspect to SEO is link backs to the site have recently purchased a product online) audience that is
from other sites. The Internet truly is a Web of sites, all desirable to most advertisers.
interconnected through links, and search engines rely on this
Newspaper sites reach into the work place, a traditionally
difficult market to penetrate, where workers are engaged
with the news on a daily basis. If you look to the usage logs
of any newspaper in America, you will find spikes between
8 and 9am, at Noon and between 4 and 6pm. This is in
direct correlation to when the workforce logs on to their
To add to the advantages already listed, online ads can be
tracked, sorted and organized easier than any other medium
– bringing greater efficiency and power to the advertiser.
The advancement of online advertising will continue to
move forward at an ever increasing pace. It will be the task
of newspapers across the country to keep up with this
momentum and embrace the new technology - video, mobile,
deeper targeting and things undreamed. ◆
Rich Media – Expandable Banners
Top 30 Newspaper Web Sites Generating
See a Rise in Uniques Online
by Jennifer Saba from Editor & Publisher, reprinted with permission
Newspapers are having an abysmal
start to 2009 with advertising revenue
plunging in double digits. But on the
Politico’s monthly uniques grew 35%
year-over-year to 3.2 million. Revenue
Nielsen reported that USA Today, the The response to last month’s issue of Insight
readership side -- online, anyway -- it’s
San Francisco Chronicle, Newsday, was overwhelming. Many of you wrote to
a different story. For the month of me to say that you found tremendous value
January, 25 of the top 30 newspaper the Baltimore Sun, and the Seattle
in the articles about the competitive media
Web sites experienced a rise in unique Post-Intelligencer were down for the
environment and analyzing cost per thousand
visitors, according to the latest report month compared to January 2008. (CPM) measurements. I really appreciate this
from Nielsen Online. feedback because it is PNA’s goal to provide
Below is the latest list of top 30
our members with news and information that is
The New York Daily News grew the newspaper Web sites based on U.S. relevant and helps you better position and sell
most, with a 150% increase in monthly panels and ranked by unique users the strengths of newspapers to advertisers.
uniques to 7.7 million compared to the for January. The percent change
compares January 2009 with January It is in this spirit that we dedicate the March
same month a year ago. Next comes issue of Insight to online revenue generation.
the Orlando Sentinel, which was up 2008. Also keep in mind there are
Industry experts predict that the ongoing
102% to 2 million uniques year-over- several reasons why traffic fluctuates,
success of our news products will become
year. including news events. more dependent on our online deliverables.
Therefore, it is paramount that advertising
Unique Percent Unique Percent sales representatives develop a thorough
Newspaper Visitors Change Newspaper Visitors Change understanding of this medium so they can
NYTimes.com 21,584,000 5% The Houston Chronicle 2,882,000 31% successfully sell the benefits of online
washingtonpost.com 11,148,000 13% DallasNews.com/The 2,635,000 19%
Dallas Morning News Matt Caylor, PNA’s resident Interactive
Account Executive, has generously provided
USATODAY.com 10,588,000 -14% The Seattle Times 2,591,000 43%
the content for this issue which is based upon
Wall Street Journal 9,650,000 39% International Herald 2,487,000 39% the information that he presents at the PNA
‘On The Road’ events. If you have any further
LA Times 8,966,000 57% Star Tribune 2,177,000 44% questions, please feel free to contact Matt
Boston.com 8,535,000 64% Azcentral.com 2,158,000 1% at 717-703-3040 or by email at matthewc@
N.Y. Daily News 7,775,000 150% Orlando Sentinel 2,013,000 102%
For more information about PNA’s upcoming
New York Post 4,992,000 24% Baltimore Sun 1,977,000 -7% ‘On The Road’ events, please contact Bev
Chicago Tribune 4,498,000 41% Philly.com 1,954,000 40% Hendry at 717-703-3003 or by email at
SFGate.com/San 3,833,000 -10% Pittsburgh Post- 1,915,000 47% email@example.com. ◆
Francisco Chronicle Gazette
Newsday 3,688,000 -2% MercuryNews.com 1,890,000 77%
Atlanta Journal- 3,315,000 39% NJ.com 1,847,000 13%
Politico 3,211,000 35% The Washington Times 1,803,000 19% Jane Hungarter
Chicago Sun-Times 3,174,000 18% Seattle Post- 1,801,000 -20%
of Marketing &
Village Voice Media 3,071,000 14% tampabay.com 1,770,000 21%
Nielsen Online and E&P share the same parent company Association
Article from http://www.editorandpublisher.com/eandp/search/article_display.jsp?vnu_content_id=1003942580
Tim Williams, President, firstname.lastname@example.org 717.703.3060
Jane Hungarter, Vice President of Marketing and Communications, email@example.com 717.703.3041
Lisa Knight, Vice President of Advertising Sales, firstname.lastname@example.org 717.703.3043
Kevin Wert, Director of New Business Development, email@example.com 717.703.3049
Matthew Caylor, Account Executive, Interactive, firstname.lastname@example.org 717.703.3040