Archive for January 15th, 2010

Analyst sees newspaper real estate ads growing

Friday, January 15th, 2010

Spending on real estate ads in newspapers is projected to rise 16 percent in 2010 after falling a staggering 34 percent last year, says a new report from local ad analyst Borrell Associates.

PaidContent.org explains: “In looking over the real estate landscape, Borrell notes that almost a quarter of homeowners owe more than their house is worth and one in seven mortgages is delinquent. On the commercial side, office vacancy rates are rising by 11 percent while rents are declining 12 percent, and fewer than 10 percent of troubled commercial loans are being resolved. That will continue to place pressure on the category’s ad spending for the next few years.

“Focusing on this year, media segments that have generally been perceived as weak — newspapers and broadcasting — are set to do better. Conversely, those that have been otherwise least affected by the economic downturn — cable and online — are poised to do worse.”

Online ads will pull in less because real estate advertisers are dropping display ads for paid search, which is less expensive. This “portends more tough times for newspaper Web site classifieds’ attempts to capture a larger portion of those online ad dollars,” the report says.

Interactive TV commercials show strong results

Friday, January 15th, 2010

Interactive television commercials — through which viewers could click on their remotes to receive more information, product samples or gift certificates from the advertisers — worked better than expected in a trial last fall in the northeast, Advertising Age says.

Cablevision ran the trial with ads from Gillette, Benjamin Moore, retailer Century 21, Unilever and Colgate-Palmolive Co. and its 3.1 million subscribers in the New York, Connecticut and New Jersey area.

“Responses were strong enough that the campaigns were taken off the air after an average of half their scheduled runs after advertisers were caught low on promotional inventory, according to Cablevision and marketers,” Ad Age says.

“The campaigns’ results suggest that TV can in fact deliver Web-like metrics and interactive opportunities — and that consumers are willing to use their TVs like computers.”

‘E&P’ back in business, top editors not

Friday, January 15th, 2010

Duncan McIntosh Co. Inc., publisher of several well-respected boating magazines and newspapers, has bought and rescued Editor & Publisher magazine, the 126-year-old newspaper industry journal abruptly closed in December.

The new owners announced plans to publish a February print issue and continue the magazine’s monthly print publication schedule, the magazine’s Web site reported. Online reporting on the site, editorandpublisher.com, began immediately upon the close of the transaction Thursday.

Editor Greg Mitchell and senior editor Joe Strupp are out, and Mark Fitzgerald, a 26-year veteran, was named E&P’s new editor. He had most recently served as E&P’s editor-at-large.

More McClatchy papers announce layoffs

Friday, January 15th, 2010

After The News & Observer and the Sacramento Bee opened the week by announcing the elimination of 46 jobs between them, more McClatchy papers followed: The State of Columbia, S.C., announced Tuesday it was laying off 12 in its newsroom and the Fort Worth Star-Telegram said Thursday it would layoff 28 employees and eliminate 17 open jobs. Also on Tuesday, the Anchorage Daily News announced an undisclosed number of job cuts.

The Sacramento Business Journal on Monday said McClatchy, the owner of 30 daily newspapers,  has cut a total of 4,150 jobs since June 2008 – an average of 138 per newspaper.