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digital audience engagement

4 advantages to single-vendor cloud software solution

19 April 2015 · By Peter Marsh

Media company adoption of single-vendor-strategy, strategic news, and transformation

When shopping for point applications or enterprise software systems, buyers face a familiar dilemma. Best-of-breed or single-source? Is it better to purchase the best components possible and make sure they all work together? Or, is it preferable to work with one supplier who will take responsibility for installing and supporting the entire package?

For companies in the news media industry – especially those that are contemplating a move to the cloud – the trend is to find and rely on a single vendor for delivery, hosting, services, and ongoing support.

Why is this so important?

Working with a single supplier means that media companies can stop worrying about what’s called ...

...[more]




3 ways to serve the “mobile-only-al” generation

22 March 2015 · By Peter Marsh

Content trends for digital newspaper and mobile audience engagement.

The newspaper mobile-only audience had a 73% growth spurt this year. Almost 40% of online news consumers‎ get content exclusively on mobile devices.

Compare this to people who use desktops or laptops to access newspaper content, which dropped to 32%, according to the latest ComScore data reported by the Newspaper Association of America.

So, how can news media companies continue to cultivate this coveted “mobile-only-al” audience? Here are three things you need to know.

  1. Create content with little screens and large interruptions in mind.

    Mobile-only audiences are easily distracted and don’t stick around for very long. Consider that newspaper Web sites represent less than 0.2% of browsing time spent on smartphones and only 0.4% percent on tablets.

    Mobile-only visitors want a simple, seamless ...
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Research shows ROI of audience, advertising analytics

22 February 2015 · By Peter Marsh

Reporting, analytics, and business intelligence results in successful audience engagement and proven ROI.

My company recently conducted a survey of more than 200 news media executives, directors, and managers. We asked respondents to rank their most important business priorities through the end of 2015.

More than 51% said “audience engagement, targeting, and personalisation” was a high priority, and a whopping 78% put “reporting, analytics, and business intelligence” at the top of their to-do lists.

We decided to explore these findings in greater detail by interviewing business leaders from 20 North American news media companies that have successfully implemented analytics and audience engagement solutions.

Specifically, we reached out to companies that have achieved a measurable return on investment from initiatives designed to ...

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2015: The news media industry ushers in “The Year of the Geek”

11 January 2015 · By Peter Marsh

Trend setting acronyms within virtual reality journalism, cost per action, conversion rate optimization, and the future of content.

The number 2015 is a palindrome in binary (11111011111). Just ask Sheldon, Leonard, Amy, or anyone in your IT department. Do we need any clearer sign that 2015 will be heralded as “The Year of the Geek?”

We can look back at 2014 as the year media companies began experimenting with – and, in some cases, launching – initiatives that focused on things like wearable technologies, robot journalism, algorithmic news curation, and programmatic trading.

Early predictions indicate that 2015 is bound to see even greater advances in the meaningful and money-making coalescence between news publishing and technology.

Therefore, it seems totally appropriate to kick off 2015 with a not-so-big bang by listing several three-letter acronyms that every tech savvy media executive should pay attention to this year. In roughly alphabetical order, here it goes:

BSI (Build Security In): BSI is a set of principles, practices, rules, and tools to design software systems that enhance resistance to vulnerabilities, flaws, and ...

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Digital ad fraud: The seedy underbelly of online advertising

10 December 2014 · By Peter Marsh

Fraudulent bots are clicking the media industry, monitor content, find trusted sources and protect data

You can’t monetise what you can’t measure. Everybody knows that. It’s why publishers and advertisers strive to get meaningful metrics that gauge audience engagement and accurately measure the success of online advertising campaigns.

But, did you know that over a third of all traffic to media company Web sites is fake? The Interactive Advertising Bureau (IAB) recently found that 36% of people clicking on digital ads are not human at all. The visitors are “bots,” the product of computers hijacked by fraudsters and programmed to visit sites.

Bot fraud is rampant in all forms of online advertising – Web, mobile, social, video. But the problem is especially troubling for news media publishers, where trust and credibility are ...

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The state of paid content: For free, for a fee, or somewhere in between

04 November 2014 · By Peter Marsh

Image of a refuree standing between two people in a debate.

The great digital content debate wages on.

Passionate “information wants to be free” apostles are pitted squarely against the pragmatic “we must charge for content in order to survive” proponents. Others straddle the fence with one leg on either side of the paywall, advocating that some digital content should be free while other types of content should be paid for.

This being an election month, we decided to go straight to the populace and listen to the voices in our community. What are newspapers doing today when it comes to charging for online content?

We polled 45 global newspaper companies – ranging from local community publishers to metro dailies – and asked their opinions on the polarising topic of paid versus free content.

Nearly three out of four newspapers surveyed (73%) are ...

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4 reasons digital day passes are key to increased circulation revenue

08 October 2014 · By Peter Marsh

Image of a green monthly calendar next to a desktop computer.

Globally, newspaper digital circulation revenue is up 60% from 2012. Digital readership increased 23% over the same period. At US$1.7 billion, digital circulation revenue represents only a little more than 1% of total newspaper revenue, but the needle continues to move in the right direction.

Still, there’s a problem. While a growing number of readers are buying digital subscriptions, only about 10% of online users worldwide are actually paying for content.

It’s a commitment thing. Lots of people simply do not want to sign up for long-term digital subscriptions. Or, more commonly, readers find a story online, they want to read it, and then they want to move on to something else.

To meet this challenge – as well to find new ways of enticing even the most casual online readers – newspaper companies around the world are increasingly turning to ...

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4 ways to embrace your digital audience without creeping them out

11 September 2014 · By Peter Marsh

Two large groups of people walking towards eachother with their arms outstretched.

You’ve canvassed, contacted, and courted your online audiences. You’ve showered them with targeted prose and personalised promises. You’ve fed them cookies that you baked yourself and some that were made by others. You believe you’ve made a good impression.

But, unfortunately, some of your cherished audience members see your actions as creepy. Some still behave promiscuously – they visit one or two of your pages, hang around for a few minutes, then leave you for another site. And only the most loyal are willing to pay for your content.

It’s time to think beyond audience engagement to what we will call “audience embracement.” Audience embracement can be defined as an advanced relationship between you and your audience that is characterised by four things:

  1. A deeper understanding of your audience’s needs and interests.

  2. An ability to deliver to your audience an experience that amazes, delights, and is better than ...
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5 tips for news writing with mobile eyes in mind

13 August 2014 · By Peter Marsh

Image of a man holding an iPhone and an iPad.In 2010, the Financial Times had no mobile audience. Four years later, more than 60% of FT readers access its content via mobile devices.

Today in France, smartphones account for more than 40% of Le Monde’s readers, with 1.9 million monthly visitors using the newspaper’s mobile app.

And, in a recent survey of U.S. consumers conducted by the Associated Press and the American Press Institute, 78% say they used their smartphones to get news during the past week.

Some people, especially those in the 18-34 age group, prefer mobile devices as their exclusive source for news content. These mobile-only audiences tend to fall into two camps:

  • Busy on-the-go news readers who want something to look at while standing in line or sitting at a coffee shop.

  • In-depth news readers who check their smartphones several times a day looking for new or engaging content to delve into.

Media companies around the world are discovering that mobile audiences consume news differently than desktop and print readers. Effective engagement with mobile readers requires ...

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Diario Extra, Mawbima show power of print to educate, protect readers

13 July 2014 · By Peter Marsh

Print copy of Diario Extra going through a machine. Text says Making It Waterproof.

Forget about fish and chips wrappers or birdcage liners. Last month, two publishers in vastly different geographies invented unique, practical, and socially conscious uses for their printed products.

These innovations include a waterproof newspaper that turns into an umbrella in rain-drenched Ecuador and a newspaper with citronella ink that repels deadly mosquitoes in Sri Lanka.

And both publishers managed to increase sales in the process.

In Guayaquil, Ecuador, where it rains a lot, the publisher of the best-selling Diario Extra found that street sales declined during rainy season. Working with local advertising agency Maruri Grey, Extra decided to print the newspaper with ...

...[more]




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