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					         Yes        No      Somewhat               Unanswered

                                                                                                                                                                                          Volume 2, Issue 8 March 2009
                                                What are Pennsylvania’s
                                                newspapers offering on their
                                                Web sites?
                                        PAGE 2
Of) MANSI Media Guide To Prying Information from
 To Local Online Advertising

nt To Advertise Online?
                                               Managing your client’s
                                               online expectations
                                                                                     Yes - Great, we just need some
                                                                                           info to get started.

                                                                 PAGE 4
   Do You?

                                                                                                                       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

        Recommend a
     Minimum One-Month
                                                A step-by-stepSize
                              If less then One Month
                                                        IAB       guide to selling
                                                      Standard Formats
                                                local online advertising
                                                                                                                        Ad "Peals" down from
                                                                      Leaderboard              Corner Peal              the corner to reveal a
     Recommend Higher
     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
                                                                 -   Sponsorships
                 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
                                                                                                                                        Page 2

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
                                                          banner” options.

                                                                                                                     continued on page 3
                                                                                                                                                           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
al Networking
                                                                         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?

                                  Yes    No

                                                                         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. ◆
                                                                                                                                Page 4

                    Managing Online
                 Advertising Expectations
                         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. ◆
                                                                                                                                         Page 5

                                           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:     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
                                                          West Chester
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 ,
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.

                                                                                                                                                                                                                                 Do You?
                                                  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?

                                                                                                                                                        Targeted by
                                                                                                                                                                              Geotargeted            Are you interested in            Recommend a
                                                                                                                                                          Content                                                                                                                       IAB             Size
                                                                                                                                                                                                      a specific channel           Minimum One-Month         If less then One Month                                         Pre-Roll
                                                                                                                                                                                                                                                                                      Standard         Formats
                                                                                                                                                                                                     (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
                                                                                                                                                                                                                                    Recommend Higher
                                                                                                                                                        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.
                                                                                                                                                      requested area.

                                                                                                                                                                                                                                                                                                                                                   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
                                                                                                                                                                                                                             -   Video
                                                                                                                                Page 8

                                                                  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,,
                                                                  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
                                                                                                                                         Page 9

                                                                       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,, 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
                                                                                                                                   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 “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
                                                                       social media.

                                                                       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, and the aggregator
                                                                       and allowing the community to “friend” them. This action 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
    following information.

                                                                                                                  continued on page 11
                                                                                                                                       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
                                                                                                                                                             Page 12

   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               21,584,000           5%        The Houston Chronicle       2,882,000             31%    successfully sell the benefits of online
                                                                                                                   newspaper advertising.        11,148,000          13%          2,635,000             19%
                                                          Dallas Morning News                                      Matt Caylor, PNA’s resident Interactive
                                                                                                                   Account Executive, has generously provided              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
 Online                                                   Tribune
                                                                                                                   ‘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                 8,535,000          64%               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%
 Online Edition
                                                                                                                   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%                  1,954,000             40%    Hendry at 717-703-3003 or by email at             3,833,000          -10%       Pittsburgh Post-            1,915,000             47% ◆
 Francisco Chronicle                                      Gazette
 Newsday                    3,688,000           -2%             1,890,000             77%
 Atlanta Journal-           3,315,000          39%                      1,847,000             13%
 Politico                   3,211,000          35%        The Washington Times        1,803,000             19%                          Jane Hungarter
                                                                                                                                         Vice President
 Chicago Sun-Times          3,174,000          18%        Seattle Post-               1,801,000             -20%
                                                                                                                                         of Marketing &
 Village Voice Media        3,071,000          14%                1,770,000             21%
                                                                                                                                         Pennsylvania Newspaper
Nielsen Online and E&P share the same parent company                                                                                     Association
Article from

                                         Tim Williams, President, 717.703.3060
                                         Jane Hungarter, Vice President of Marketing and Communications, 717.703.3041
                                         Lisa Knight, Vice President of Advertising Sales, 717.703.3043
                                         Kevin Wert, Director of New Business Development, 717.703.3049
                                         Matthew Caylor, Account Executive, Interactive, 717.703.3040

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