Nielsen study says print readership may surprise you

A recent study by Nielsen Scarborough says it’s not time to count print out – and that those who read print are not as few as they may think they are. In a column title “Print, digital readership solid” for NWITimes.com, The Times Media Co. Editor Bob Heisse noted: “We hear that occasionally from readers who love their paper and hope it keeps coming every day. We’re here to stay, and this study backs that up.”

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Bob Heisse

The study found that more than 169 million Americans had read a newspaper within the previous month, either in print, online or through a mobile app. That equates to 69 percent of the U.S. population “reading regularly in some format.”

Among the respondents, print remains the most popular format, with 81 percent saying they read a newspaper in a month, and 51 percent saying they read print only. About a third said they use both print and digital.

Surprisingly, the study also found that millennials ages 21-34 – now 25 percent of the population in this country – now account for 24 percent of all print readers and 32 percent of digital newspaper readers.

Said Heisse: “This is strong readership, and it might be increasing for future studies based on what we are seeing here.”

Coalition for Better Ads sets standards

The Coalition for Better Ads has released a set of standards for desktop and mobile advertising for North America and Europe based on a research project involving 25,000 consumers. The project identified types of ads that rank lowest in user experience and that are most linked to consumers adopting ad blockers.

The initial Better Ads Standards report identified six desktop and 12 mobile ad types that “fell below a threshold of consumer acceptability.” The desktop ads included pop-up ads, auto-play video ads with sound, prestitial ads (ads displayed to site visitors before the home page is opened) with countdown, and large sticky ads.

Mobile ads included pop-up ads, prestitial ads, ads with density greater than 30 percent, flashing animated ads, auto-play video ads with sound, postitial ads (ads that display at the end of a user’s app session) with countdown, full-screen scrollover ads, and large sticky ads.

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Bob Liodice

Said Bob Liodice, CEO of the Association of National Advertisers, a coalition member: “Consumers … have similar views on online ad experiences they find annoying and disruptive. All online ad industry constituents should take a hard look at the findings.”

Members of the coalition, formed in 2016 “in the face of increased ad blocking,” include the American Association of Advertising Agencies, Facebook, Google, News Corp, News Media Alliance, Procter & Gamble, The Washington Post and Thomson Reuters.

8 steps to growing digital, online revenue

In just eight steps, you can grow your company’s digital marketing and online advertising revenue year over year. So says Evan Weber, digital marketing consultant and CEO of Experience Advertising Inc.

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Evan Weber

“Every company out there wants to grow revenue and doing it through online marketing is a great way to accomplish this goal,” says Weber. “Here are some of the strategies and techniques I have used over the last 20 years to grow revenue and sales for companies I have owned (and) worked for, and clients my agency has worked with.”

Step 1 – Define Your Online Marketing Channels – Have a strategy for each area of digital marketing and online advertising. Once you’ve identified your digital marketing channels, you can figure out what strategy you want to use for each. The channels include: Paid Search, Organic Search, Website Conversion Rate, Email Marketing, Social Media, Shopping Engines, Retargeting, Affiliate Marketing, Customer Referrals, Customer Retention and Mobile.

Step 2 – What Are You Currently Doing in Each? – Make a spreadsheet of your digital marketing channels, what your current strategy is, and what the strategy will be each month. Set goals for each channel.

Step 3 – Plan Your Strategies – Plan how to grow each channel, including a set of processes, procedures and staff needs for each. Use your own intuition, but also staff input and perhaps a consultant. Make strategies realistic and goals attainable.

Step 4 – Decide Who Will Do What – Decide who will draft task lists, how to delegate, and how to report results. You want good in-house people and/or good digital agency support to implement and manage it all.

Step 5 – Determine How the Channel Will Grow – What approach will you use to grow each channel? From Day 1, it’s all about conversion rate. Make use of SaaS tools designed to boost conversions. Weber recommends 70 percent visitor retargeting and 30 percent front-end traffic generation until the conversion rate has increased at least 40 percent. Then look at traffic sources and work to improve that ratio.

Step 6 – Measure the Progress – Use a shared Google sheet with online marketing channels listed, the channels and the months. Track traffic and revenue for each channel to help guide your decisions related to paid traffic campaigns.

Step 7 – Analyze Each – Which channels grew, which didn’t, and why? Treat them all with the same level of importance since they will all produce more at some point. Companies that execute a multi-channel digital marketing strategy and make all of their individual channels perform better over time are able to grow traffic and revenue year over year.

Step 8 – Evolve Each – Change the strategy being used on a monthly basis. Once you are implementing great strategies in all of your digital marketing channels, measuring the results and analyzing the progress, you can look to evolve the strategy for each.

Labor Department study looks at information industry employment since 2001

Employment has gone down in the newspaper industry since 2001, but up in internet publishing and web search portals. That’s the latest news from the U.S. Department of Labor’s Bureau of Labor Statistics in an article posted in early April under the heading TED: The Economics Daily.

The bureau looked at the information industry, consisting of “businesses that publish information through traditional forms of media, such as newspapers, periodicals and books, as well as electronically over the internet.”

It noted that newspaper publishers have lost over half their employment from January 2001 to September 2016 – from 412,000 to 174,000. But, “in contrast, employment in the internet publishing and web search portals industry increased from 67,000 jobs in January 2007 to 206,000 jobs in September 2016.”

In addition, in the newspaper industry the number of “business establishments” from 2001 to 2016 decreased from 9,310 to 7,623, or 18.1 percent. From 2007 to 2016, the number of business establishments in internet publishing and web search portals increased from 5,532 to 13,924, or over 150 percent.

As far as annual pay in information industries, in 2015 the average for internet/web search portals jobs was $197,549, compared to $48,403 for newspapers and $56,332 for radio broadcasting.