Interesting coverage of the Cannes Advertising Festival by Mark Sweney of MediaGuardian.co.uk, in particular his notes on a talk by Professor Jeffrey Cole, director of the Center for the Digital Future at Microsoft.
I totally agree that publishers of mags and newspapers shouldn’t think they have a god given right. But I do think they have a prayer – as long as they get up to speed with their nearest online competitors asap.
If print publishers migrate all of the best bits of their popular mag, go on to tweak these features to exploit the web AND ensure they’re offering a similarly rewarding experience to the new generation of online only rivals, then all should be well.
A good example is NME.com. The likes of MySpace are snapping at its heals, but its mix of UGC, user profiles, video content and quality journalism means it’s easily capable of being a major player online as well as off. But it’s also reaping the rewards of early web investment.
Anyone offering a strong vertical portal and ‘owning’ a niche area of interest I think has more than a fighting chance against the please-all dotcom behemoths. MySpace knows this too – which is why its site is cut up into niche interest ‘passion centres’. This also explains MTV and Yahoo’s recent decision to develop hobby/interest led microsites and focus efforts on ‘owning’ a space.
Print publishers, like NME.com, just need to hit the ground running asap. If not, shoestring upstarts (e.g. Monkeymag.co.uk) begin to scoop up everyone you’re not catering for on the web (e.g. Loaded).
Read Mark’s post from Cannes.
It used to be that publishing ad sales departments would give away online ads as an incentive to buy print ads. How things have changed.
According to Brand Republic, the Daily Telegraph is to give advertisers free print ads worth over £600 when they pay for digital ads.
Admitedly, it only applies to job ads – a sector which has been decimated by the web thanks to its ability to let users search through thousands of job entries in seconds – but it’s still a bold and brave move nonetheless.
It’ll be interesting to see how the job ad offer pans out, especially after paidcontent’s post about ITV and its Friends Reunited Jobs site.
Read more about the Telegraph story on Brand Republic.
Interesting piece from iMedia Connection today, mainly for the commentary on Murdoch’s purchase of MySpace and how he intends to queeze revenues out of it.
Interesting to read about the focus on online ads, but what about its plans for non-ad revenues?
Merged publishing operations have it easy.
Print teams are getting annoyed with online departments because they not only administer websites but they also collect the ad revenue.
Media buyers are eager to reach new audiences so they also want to see digital and print sides unite.
Does the Daily Telegraph no longer have this problem since it merged news operations?
Read more about BBC Verdict.