the big picture
TRANSCRIPT
The Big Picture 2008
Journalism, audience and advertising on the Web
Anthony MoorDeputy Managing Editor/Interactive
The Dallas Morning [email protected]
Agenda• The birth of the Semantic Web • Our promiscuous, ‘help me’ audience• Journalism as a service, not a product• Advertising decouples from news• Discussion
Web 1.0: The good old daysWeb 1.0
(1993-2003)
Audience Geeks
Unit of Content
Page (article)
State Static (HTML)
Architecture
Client/Server
Engagement
Read(Britannica online)
Ad Distribution
A few large sites (DoubleClick)
Search Boost
Domain name speculation (Netscape)
Web 2.0: The interactive WebWeb 1.0
(1993-2003)
Web 2.0 (2003-2010)
Audience Geeks Everyone
Unit of Content
Page (article) Data (mashup, widget)
State Static (HTML) Dynamic(XML, Ajax, RSS)
Architecture
Client/Server Web services (syndication)
Engagement
Read(Britannica online)
Write/Contribute (Wikipedia, Flickr)
Ad Distribution
A few large sites (DoubleClick)
The entire Web (Google AdSense)
Search Boost
Domain name speculation (Netscape)
SEO (Google)
Web 3.0: The data-driven WebWeb 1.0
(1993-2003)
Web 2.0 (2003-2010)
Web 3.0 The Semantic Web
Audience Geeks Everyone •Data powers the Web•Automated mashing up of personalized content•Intelligent-agent driven assembly and interactivity
Unit of Content
Page (article) Data (mashup, widget)
State Static (HTML) Dynamic(XML, Ajax, RSS)
Architecture
Client/Server Web services (syndication)
Engagement
Read(Britannica online)
Write/Contribute (Wikipedia, Flickr)
Ad Distribution
A few large sites (DoubleClick)
The entire Web (Google AdSense)
Search Boost
Domain name speculation (Netscape)
SEO (Google)
Source: Chicago Tribune
Audience Trends• Our newspaper.com audience is
aging• The online public is relying on social
networks and collaborative filtering to edit the news
Growing use of social networks
• Membership in online communities doubled in only three years
• 54 percent of online community members log into their community at least once a day
• 71 percent of members say their community is very important or extremely important to them
• Fifty-six percent report meeting online counterparts in person
• 25% of bank and brokerage customers use social networks1
Sources: USC Annenberg School, 2008 Digital Future Project; 1Forrester (Feb. 2008)
Audience Trends• Our newspaper.com audience is
aging• The online public is relying on social
networks and collaborative filtering to edit the news
• Brand promiscuity is the norm
Audience Trends• Our newspaper.com audience is aging• The online public is relying on social
networks and collaborative filtering to edit the news
• Brand promiscuity is the norm• They expect us to be where they are,
not to go where we are
“If the news is that important, it will find me.”
– The words of a college student, as recalled by Jane Buckingham, founder
of Intelligence Group, a market research company Source: New York Times, Mar. 27, 2008
Info sought from newspaper.coms
Source: NAA Digital Edge report, 2006
Any news content 96%
Breaking news 74%
Local or community news
73% (Women higher)
Weather 63%
Local entertainment information
55% (Women, 18-54s)
National or international news
46%
Sports scores or information
46% (Men)
Political coverage 30% (Men, 55+)
Lifestyle info (fashion, etc.)
30% (Women, 18-54s)
Financial/investment info
12% (Men)
Info sought from dallasnews.com
Source: dn.com online survey, Dec. 2007
1. Breaking national news 2. Breaking local news during the
workday 3. Breaking local news in the evening
and overnight 4. Breaking crime news5. Breaking local news on the weekend 6. Crime map in my city and zip code 7. More frequent updates to the home
page during the day 8. Morning email newsletter with the
top 10 local stories happening today 9. Breaking sports news during the
workday10.Weather maps, radar, alerts
Audience Trends• Our newspaper.com audience is aging• The online public is relying on social
networks and collaborative filtering to edit the news
• Brand promiscuity is the norm• They expect us to be where they are, not
to go where we are• They want us to help them get things done
Dallas audience asks for help
• Watch my back– Watchdog journalism– Local crime and safety news (mapped to
neighborhood)
• Watch my wallet– Local bargains and ‘best of’– Resources to solve everyday problems– Personal financial advice– Business news and analysis
Source: Dallas Morning News survey, Dec. 2007
Dallas audience asks for help
• Watch out for me and mine– Local green and health news– Tips for helping kids do better
academically– Weather news, maps and info– Product recalls
• Keep a watch on my neighborhood– News briefs from my part of Dallas– Neighborhood coverage
Source: Dallas Morning News survey, Dec. 2007
Audience Trends• Our newspaper.com audience is aging• The online public is relying on social
networks and collaborative filtering to edit the news
• Brand promiscuity is the norm• They expect us to be where they are, not to
go where we are• They want us to help them get things done• They’re watching more video
Video use continues to grow
• Various studies show video use up and frequency is up• Total video audience
– Leichtman: 14% of all adults watch at home weekly, 4% daily
– Pew: 74% of online adults watch at home or work, 19% daily
• Most popular categories– News is #1 (except for 18-29 year olds who prefer comedy)– Comedy– Movies/trailers– Music videos
Source: State of the News Media, 2008
Audience Trends: Implications?
• Our newspaper.com audience is aging• The online public is relying on social
networks and collaborative filtering to edit the news
• Brand promiscuity is the norm• They expect us to be where they are, not to
go where we are• They want us to help them get things done• They’re watching more video
Journalism Trends• News is shifting from being a product
– the Web site – to becoming an always-on service – help me get something done
Source: State of the News Media 2008
Journalism Trends• News is shifting from being a product
– the Web site – to becoming an always-on service – help me get something done
• News Web sites are no longer final destinations
Source: State of the News Media 2008
Audience visits via the side door
• SJ Merc: Two-thirds of its audience comes from aggregators1
• Dallasnews.com: 61% of visits entered somewhere other than the home page (Jan. 08)
Source: 1The Bivings Report
Journalism Trends• News is shifting from being a product –
the Web site – to becoming an always-on service – help me get something done
• News Web sites are no longer final destinations
• User-generated content doesn’t replace the story, it becomes part of the news process
Source: State of the News Media 2008
We’re not getting ‘articles’ from users
• TIKK president earns 8th degree black belt (by himself – a karate studio owner!)
• Grand Hyatt DFW Ranks #19 in Dallas Business Journal Best Places to Work Survey (by the Haytt’s PR company!)
• Botox...Not Just for Wrinkles Anymore! (need we say more?)
The 1% rule• Of 100 people online, one will create
content, 10 will "interact" with it (commenting or offering improvements) and the other 89 will just view it
• 50% of all Wikipedia article edits are done by 0.7% of users
• You Tube "creator to consumer" ratio at just 0.5%
Source: guardian.co.uk (Jul. 2006)
Beat blogging shows promise
• Pro-am journalism • Users provide insight, ‘stubs’ of
information, that pros polish
“News becomes a collaborative and cumulative work in progress pieced together by multiple contributors, rather than a media-certified byproduct carved in press plates and fixed in time.” – Carl Sessions Stepp, AJR
It’s reporting with a network
“This is still about managing relationships. Reporters are naturals at that - but not usually in an online environment. A beat reporter needs to go where the people are, meet them on their own turf, or provide a space where they can be comfortable.” -- David Cohn, BeatBlogging.org
Journalism Trends• News is shifting from being a product – the Web
site – to becoming an always-on service – help me get something done
• News Web sites are no longer final destinations• The prospects for user-generated content
appear more limited than initially thought• Media companies are broadening the definition
of journalism to include helping users navigate through content from others
Source: State of the News Media 2008
Journalism Trends: Implications?
• News is shifting from being a product – the Web site – to becoming an always-on service – help me get something done
• News Web sites are no longer final destinations• The prospects for user-generated content
appear more limited than initially thought• Media companies are broadening the definition
of journalism to include helping users navigate through content from others
Source: State of the News Media 2008
Ad Spending
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
2006 2007 2008 2009 2010 2011
Search
Display Ads
Classified
Rich Media/Video
Lead Generation
Sponsorships
Source: eMarketer, Oct. 2008
Advertising Trends• Display advertising has plateaued• Locally, video and search advertising
are where the growth is
2012: Video ads, paid search dominate local
E-Mail Ads
Banners & Listings
Banners & Listings
E-Mail Ads -
Paid Search Paid Search
Online Video -
Online Video
$-
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
Mil
lio
ns
Lo
ca
l On
line
Ad
Sp
en
din
g
Online Video $371,000,000 $5,000,000,000
Paid Search $1,837,000,000 $5,865,000,000
E-Mail Ads $233,000,000 $1,302,000,000
Banners & Listings $5,272,000,000 $2,140,000,000
2007 2012
$2,000 29%
$10,865 76%Total
$7,713
Total$14,307
Source: Borrell Associates Inc. Feb. 2007
NAA: The big money is in advertorials
• Longer-form “infomercial”• One to two minutes about an
advertiser’s product or service.• Already used in the real estate
industry to provide video walk-though tours of homes for sale
Advertising Trends• Display advertising has plateaued• Locally, video and search advertising
are where the growth is• Small spenders are where the big
local dollars are
Advertising Trends• Display advertising has plateaued• Locally, video and search advertising
are where the growth is• Small spenders are where the big
local dollars are• News and advertising are decoupling
Search engines suck up the dollars
• Google, Yahoo, AOL and MSN accounted for 57% of net online ad dollars in 2006
• Top 10 sites received 70%• Advertising on news/current events
sites grew 9% while others grew faster• Growth rate down from 2005
Source: State of the News Media 2008
Advertising Trends: Implications?
• Display advertising has plateaued• Locally, video and search advertising
are where the growth is• Small spenders are where the big
local dollars are• News and advertising are decoupling