The Media Oxpecker: The Long Transition From Print to Digital
february 1, 2013 01:00 pm
Every week we round up media news you may have missed while you were busy dry-humping your conference organizers.
- "In a way, we are too obsessed about print vs. digital," says International News Media Association (INMA) executive director Earl Wilkinson to Poynter:
Will publishers be primarily print or digital in the year 2100? Silly question, digital. Will publishers be primarily print or digital in the year 2013? Silly question, print. For every publisher on this planet, the cross-over point from print to digital is sometime in the next 87 years. I would make big bets on this, and so would the vast majority of publishers - even in print-centric markets.
So you have to separate the "will it happen" question from the "when will it happen." Where your crossover point comes is the trick, and your game as publisher is accelerating resources when that time comes for you and your market.
- Jack Shafer on millionaire Facebook co-founder Chris Hughes and his crusade to transform The New Republic:
Like the rich guys who have come before, Hughes has also set the goal of making the magazine profitable in “a couple years.” Making money is a wonderful ambition for the New Republic, which was losing about $3 million a year several years before Hughes began the current expansion, according to Martin Peretz’s ex-wife, Ann Peretz. Everybody should make money! But the ambition is more loony than it is wonderful. In today’s publishing environment it’s almost impossible for a journal of opinion or national general-interest magazine that’s not part of a larger magazine group that handles ad sales and back-office matters (e.g., Time Warner and Time; Condé Nast and the New Yorker and Vanity Fair) to maintain profitability.
- Daily deal company LivingSocial had a net loss of $650 million in 2012.
- A survey by Nielsen's Vizu found that advertisers plan to modestly increase their social media advertising spending in 2013:
Social might be growing even faster as an ad category if businesses had better means of gauging its effectiveness. A lack of standard metrics for measuring ROI remains a major stumbling block. Less than one-third of both advertisers and agencies said social advertising is effective and produces measurable ROI.
- How journalists can use Twitter's Vine as a "killer news tool."
- Guardian CEO Andrew Miller on the paywall trade-off facing publishers:
You might have a unique proposition that is very meaningful in an iPad format for a very closed and small audience -- maybe a unique audience, like financial news. And in that case, I think a hard paywall on that does make sense. But if you want to own the discussion with advertisers as meaningful, you've got to have a large audience that you understand, who understand your products.
- New revenue opportunity: Leasing out reporters desks?
- A tale of two mobile display ads.
- Do's and don'ts of hyper-local mobile advertising.
- Tips for selling local online advertising.
- And finally, the aforementioned New Republic has taken a "strong stand against em dashes," observes The Awl. "Also they eliminated advertising."