Archive for August 20th, 2009

Bigger not necessarily better online

Thursday, August 20th, 2009

The placement and shape of an online ad has more to do with its effectiveness than its size, according to a study by Dynamic Logic.

“The ad-effectiveness measurement firm crunched results from 4,800 campaigns and found the best-performing ad unit, in terms of metrics such as brand awareness, recall and purchase intent, was the humble 180-pixel-by-150-pixel rectangle ad,” says Advertising Age.

Ads that surround content – well-worn skyscraper and leaderboard units – are the least effective, as people have developed “banner blindness,” Ken Mallon, senior VP-custom solutions at Dynamic Logic, told the magazine.

The No. 1 factor of ad effectiveness, according to Dynamic Logic, is creative. “In the digital world, lots of time is spent optimizing targeting and campaign frequency, but the most important factor is starting with a good ad,” Mallon said. “Just about any size will work better than a bad ad that’s huge.”

Video comes to print advertising

Thursday, August 20th, 2009

CBS on Wednesday unveiled a print advertisement with a small, embedded video screen that will enable some readers of Entertainment Weekly to sample 40 minutes of its upcoming shows.

The video player will be inserted into subscription copies of Entertainment Weekly’s September 18 Fall TV Preview in New York and Los Angeles.

Cuts alone won’t sustain newspapers

Thursday, August 20th, 2009

The Wall Street Journal says that despite gains from cutting expenses, the prognosis for newspapers “remains troubled.”

Reporter Martin Peers ticks off the now-familiar savings moves – layoffs, pay freezes or cuts, shrunken newsprint and ink costs as advertising supports fewer pages – and says it all could work out if advertising stabilized. “But, … it is probably safer to bet that newspaper advertising will remain under long-term pressure.

“All this argues for avoiding newspaper companies with heavy debt loads, where the margin for error is still thin. That group includes McClatchy and Lee.”

Other publishers, like Gannett, E.W. Scripps and A.H. Belo, have healthier balance sheets, Peers adds.

Update: Ryan Chittum at the Columbia Journalism Review says inflation-adjusted numbers show papers are even worse off than you think.

CareerBuilder jumps into social media

Thursday, August 20th, 2009

CareerBuilder, the online jobs board, has revealed the launch of, a social networking site based on users’ professions.

Like LinkedIn, which debuted in 2003 and claims more than 45 million members, BrightFuse allows users to “highlight their talent through customizable profiles that reflect their backgrounds, skills and specialties. In addition to basic personal and professional information, workers can add recommendations from contacts, community activities, Twitter updates, RSS feeds to a blog or Web site, and much more to their profiles,” says a release from the company.

The August 19 release notes the official launch of BrightFuse and says it has 1.6 million members, while the site’s About page says it has been in operation since February 2008.

CareerBuilder is owned by The McClatchy Company, Gannett Co., Inc., Tribune Company and Microsoft Corp.

Media Jobs Daily searched BrightFuse for CareerBuilder employees and found only a few perfunctory profiles. “Do you really need another networking site? Apparently not even CareerBuilder thinks so.”

“One thing BrightFuse seems to offer, unlike LinkedIn, is that it’s free to search by company,” Media Jobs Daily says. “(LinkedIn users need to subscribe to view the full names of people who work for a certain company.) This feature may make the service more attractive to recruiters – if anyone gets on the site and uses the dang thing.”