Posts Tagged ‘Newsosaur’

Tribune moves deeper into e-commerce

Wednesday, February 16th, 2011

Two of Tribune’s top newspapers have opened online stores as a means of producing revenue, reports the Financial Times (the site requires registration).

The Los Angeles Times and the Chicago Tribune “have opened large shopping sections  on their websites in recent months, offering daily deals in partnership with the online coupon site, Groupon, and discounts on food, travel and entertainment purchases,” the paper said Monday.  Here are the Times’ Shop, and the Tribune’s Chicago Shopping.

“Many papers sell reproductions of their photographs and front pages, along with mugs, T-shirts and other memorabilia. But the Tribune Company’s foray into broader e-commerce marks a first for the industry, said Alan Mutter, a news industry analyst and author of the Newsosaur blog.”

Local advertisers to spend less with newspapers

Tuesday, September 21st, 2010

One in four local businesses surveyed across 40 states say they plan to cut back on newspaper advertising, Alan Mutter says on his Reflections of a Newsosaur blog. Instead they’ll spend more on web, social and mobile media.

The survey is by ITZBelden in conjunction with the American Press Institute.

When advertisers were asked where they planned to target their marketing dollars in 2010, the average allocation for newspapers was 23 percent,” Mutter says. “While this percentage would leave newspapers as the dominant local medium in most places, it is well below the 35 percent-plus market share that publishers enjoyed in the pre-Internet era.”

The poll indicates local advertisers will spend 13 percent of their ad budgets this year on digital media, giving digital media “the second-largest share of the dollars spent on advertising in a typical market, surpassing such traditional rivals as direct mail, television and the Yellow Pages.”

Newspapers can’t afford to lose retail advertisers, he says. “One potentially powerful way for newspapers to reassert their relevance to advertisers is by establishing themselves as experts in the growing array of digital media that merchants are hoping to use to lure customers to their businesses.”

Mutter has lots more at the link above.

How newspapers are – and aren’t – diversifying

Tuesday, August 24th, 2010

Media critic Alan Mutter uses a McClatchy newspaper as the negative example in a post on his Newsosaur blog about how large newspaper publishers are diversifying to survive in the new media world.

“While papers like the Kansas City Star continue to pursue the traditional model of publishing only the main title and a free once-a-week advertising product sent to the homes of non-subscribers, the ABC [Audit Bureau of Circulations] reports that papers like the Chicago Tribune and Dallas Morning News have created such a wide variety of products that the flagship paper produces just 56 percent of the average weekday circulation in each of their respective markets,” Mutter writes.

As circulations fall, “foresighted publishers are creating niche products to try to capture readers who historically were unlikely to buy the legacy newspaper – and, of course, the advertisers who covet them as customers,” he adds.

The Tribune and Morning News both publish periodicals aimed at young adults and those who prefer to read Spanish-language publications. The Tribune also publishes a free tabloid written by and for teenagers, and the Morning News delivers a free, weekly TMC, or total-market-coverage, advertising product, like many McClatchy papers produce.

Mutter predicts that the once flagship, general interest newspaper will eventually become simply one product among several niche publications that successful publishers produce.