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Paying for Journalism The Old Fashioned Way International Symposium on Online Journalism

Paying for Journalism The Old Fashioned Way International Symposium on Online Journalism Austin, Texas | April 2005. ‘Don’t joke about economics because that is how you get food.’ - Kurt Vonnegut, Jr. Audience Demographics And Usage. Online Use: Work/Home Use Broadband Content.

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Paying for Journalism The Old Fashioned Way International Symposium on Online Journalism

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  1. Paying for Journalism The Old Fashioned Way International Symposium on Online Journalism Austin, Texas | April 2005 ‘Don’t joke about economics because that is how you get food.’- Kurt Vonnegut, Jr.

  2. Audience Demographics And Usage • Online Use: • Work/Home Use • Broadband • Content

  3. Days Access The Internet Work Home Less than once per week Less than once per week Q: How many days in a typical week do you access the Internet from …

  4. Type of Internet Connection % Q: How do you access the Internet?

  5. Content: Most Frequent Behaviors Frequent Use Daily Use % % Q: Thinking of reasons you go online, how often do you use the Internet to ...

  6. Content Leader BoardsSites used for News, Sports or Entertainment InformationOnline Newspaper Users Past 30-day Use Used Most Often

  7. Content Leader BoardsSites Used for News, Sports or Entertainment InformationGeneral Online Users Past 30-day Use Used Most Often

  8. Why They Use Site Most Often % Q: What are the main reasons you use the site for local news, sports or entertainment information? (multiple)

  9. Silence of the BlogsPossibility. Hype. Evangelists. Orphans. Blog Audience* • Three in four U.S. online users have“never heard” of blogs • 3% of Americans read blogs daily • 15% read blogs at least monthly Blog Updating** • 66% of blogs have not been updated in two months • 26% of blogs have not been updated since the first day ‘The milk in the ‘fridge is about to go bad. … And there it goes.’- Bobby Hill, ‘King of the Hill’ Source: *Gallup (March 2005), **Perseus Development Corp. (Oct. 2004)

  10. Classifieds. Gritty. Profitable. Endangered. • What Users Want • Where They Go • Where They Go Most • Motivating Factors

  11. Employment Leader BoardsOnline Newspaper Users Past 30-day Use Used Most Often

  12. Employment Leader BoardsGeneral Online Users Past 30-day Use Used Most Often

  13. Motivating Factors: Employment % Q: What are the main reasons you use the site most often for local help-wanted job listings or career-related information?

  14. Automotive Leader BoardsOnline Newspaper Users Past 30-day Use Used Most Often

  15. Automotive Leader BoardsGeneral Online Users Past 30-day Use Used Most Often

  16. Motivating Factors: Automotive % Q: What are the main reasons you use the site most often for local new or used automotive listings? (multiple)

  17. Real Estate Leader BoardsOnline Newspaper Users Past 30-day Use Used Most Often

  18. Real Estate Leader BoardsGeneral Online Users Past 30-day Use Used Most Often

  19. Motivating Factors: Real Estate % Q: What are the main reasons you use the site most often for local help-wanted job listings or career-related information?

  20. Local Search & Advertising • Source For Search • Topics Searched • Online Advertising

  21. Local Search Sites Used Past 30 Days Topics Searched Several Times a Month or More % % Q: Thinking of reasons you go online, how often do you use the Internet to ...

  22. Online AdvertisingPast six months % Q: Thinking of online advertising, in the past six months, have you ...

  23. Top 5 Things to Remember • Remember the train/airplane/transportation analogy? It’s wrong. Passengers without cargo = bankruptcy. To win in online journalism, we have to win online classifieds. • It’s All About Time: Breaking News, Archives drive loyalty - and profit. TiVo your site. • Use advertising that works (contests & e-mail) and not what doesn’t (pop-ups/unders). • Leverage search engines to increase traffic and create new advertising models. • Mind the Gap: Invest in functionality for Classifieds - or die.

  24. Thanks Rusty Coats VP & General Manager TBO.com 813.259.8353 rcoats@tbo.com

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