This link has been bookmarked by 3 people . It was first bookmarked on 28 Feb 2010, by Richard Kendall.
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26 Mar 10
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28 Feb 10
Richard KendallAnnotated link http://www.diigo.com/bookmark/http%3A%2F%2Fwww.mondaynote.com%2F2010%2F02%2F28%2Fdigital-takeover-the-fairfax-way
onlinenewspapers newspapers australia audience revenue business indsutry
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Today, as a brand, the Sydney Morning Herald’s footprint has never been larger: each day, it reaches 2.2m readers.
Among them :
- only 19% look at the paper and the website
- 39% stick to the paper only
- 42% are exclusively online consumers.And Fairfax Digital’s media director Pippa Leary says the web enjoys a more qualified audience: younger, with a higher income.
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To put things in perspective, when we compare audiences for NYTimes.com and smh.com.au in their respective markets, the Australian news sites has roughly three times the penetration of the NY Times. And if we compare advertising market shares: the SMH is doing twice as well as the NY Times.
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Accept the coming digital domination. Today, digital is a fraction of the revenue, yes; but it is the bulk of the profits. Like with the BBC or the New York Times, digital drives growth and strategy. The digital takeover is inevitable. Resistance is futile. So is nostalgia.
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“Engagement rewards content and design”
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video traffic, for instance, is rising exponentially thanks to a greater volume of targeted productions
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classifieds account for a big third and the rest is display ads, mostly in news content. Of course, this has ruffled feathers among journalists; but pragmatists acknowledge it is the only way to support the cost of quality reporting
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Fairfax Digital has mapped its readership by all possible definitions: type of usage, geography, platform, type of growth, monetization potential
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FD runs an entire team devoted to strategic advertising. They customized all possible campaigns, working directly with brands, creating new formats, adjusting rate cards
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It requires vision from management and trust from its board
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