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MONITOR Library
Mar 13, 2009, 10:56:58 AM3/13/09
to jtm...@googlegroups.com
Greetings all:
Thought I would also share a post I read on PaidContent last
Friday,interesting as it had 3 suggestions I had not heard before,
puts more responsibility on the portals to:
Have an online 'upfront' for media entities as they garner the most clickthru
Agree on standard per-click rate for ads,
Display the original source content only, rather than repurposed content.
So this puts the onus on the tech companies to at least start the dialogue
... as we discussed last week that is a culture of experimentation and risk
taking - not something we are seeing out of the news business right now.
Bring On The Techies: How Silicon Valley Can Help Save Newspapers
By Nathan Richardson - Fri 06 Mar 2009 06:19 AM PST
http://tr.im/portals
Cheers, Leigh M.
--
The Christian Science Monitor Library
210 Massachusetts Ave. P02-20
Boston, MA 02115 U.S.A
617.450.2682 phone
617.450.2689 fax
csmli...@gmail.com
The Christian Science Monitor Electronic Edition:
http://www.csmonitor.com
News for a changing world
Aldon Hynes
Mar 16, 2009, 9:00:16 PM3/16/09
to jtm...@googlegroups.com
I'm not sure I understand the suggestions here. As far as I can tell they
are counter-intuitive.
The first, 'Have an online 'upfront' for media entities as they garner the
most clickthru' I'm not sure what that means.
The second, 'Agree on standard per-click rate for ads' seems like a really
bad idea. Each click does not have the same value. I'm not sure that
portals should be working together to set rates on them, sounds a little
anti-trustish to me. Beyond that, it seems like portals need to move beyond
CPM and CPC as methods of monetizing traffic.
The third, also doesn't seem to make a lot of sense. I'm glad that sites
post selections from my blog posts with links back to my blog. I do this in
exchange with various media sites and it is good for all of us.
I imagine there must be something I'm missing, since none of this seems to
make sense to me.
Aldon
are counter-intuitive.
The first, 'Have an online 'upfront' for media entities as they garner the
most clickthru' I'm not sure what that means.
The second, 'Agree on standard per-click rate for ads' seems like a really
bad idea. Each click does not have the same value. I'm not sure that
portals should be working together to set rates on them, sounds a little
anti-trustish to me. Beyond that, it seems like portals need to move beyond
CPM and CPC as methods of monetizing traffic.
The third, also doesn't seem to make a lot of sense. I'm glad that sites
post selections from my blog posts with links back to my blog. I do this in
exchange with various media sites and it is good for all of us.
I imagine there must be something I'm missing, since none of this seems to
make sense to me.
Aldon
Tracy Record, WSB Editor
Mar 17, 2009, 1:21:18 AM3/17/09
to jtm...@googlegroups.com
Expecting ads to get clicked is part of what got online advertising into this mess in the first place. For local businesses advertising on ultralocal sites, display is the most successful model - raise awareness that the business exists - not clickthru. Can't speak to other types but we frequently explain this WRT our ads.
Clicking in general seems to require some education. I mentioned a local disaster-preparedness site in a blurb the other day and the person who created it is bemused that only a few dozen people (of the 7,000+ who saw the blurb) clicked thru. Links are there IF you want to use them, but in my experience, whether ads or editorial, a high percentage of people don't routinely follow them. (The predictably salacious "watch the amazing video of a cuddly puppy giving away money" aside ...)
TR
--- On Mon, 3/16/09, Aldon Hynes <Aldon...@Orient-Lodge.com> wrote:
Maurreen Skowran
Mar 17, 2009, 1:22:43 AM3/17/09
to Journalism That Matters
OK, I don't know what I'm doing.
I sometimes write for Poynter's E-Media Tidbits. This conversation is
relevant to a piece in the works for that, whether by me or someone
else. Partly as a courtesy and partly to make sure we could handle any
potential traffic boost, I'd like to make sure it's OK if this
conversation is references in that piece.
I hope that makes some sense. Thanks.
> By Nathan Richardson - Fri 06 Mar 2009 06:19 AM PSThttp://tr.im/portals
I sometimes write for Poynter's E-Media Tidbits. This conversation is
relevant to a piece in the works for that, whether by me or someone
else. Partly as a courtesy and partly to make sure we could handle any
potential traffic boost, I'd like to make sure it's OK if this
conversation is references in that piece.
I hope that makes some sense. Thanks.
>
> Cheers, Leigh M.
>
> --
> The Christian Science Monitor Library
> 210 Massachusetts Ave. P02-20
> Boston, MA 02115 U.S.A
>
> 617.450.2682 phone
> 617.450.2689 fax
> csmlibr...@gmail.com
> Cheers, Leigh M.
>
> --
> The Christian Science Monitor Library
> 210 Massachusetts Ave. P02-20
> Boston, MA 02115 U.S.A
>
> 617.450.2682 phone
> 617.450.2689 fax
Maurreen Skowran
Mar 17, 2009, 1:25:20 AM3/17/09
to Journalism That Matters
Duh, I really don't know what I'm doing. I put this note in the wrong
thread.
On Mar 17, 1:22 am, Maurreen Skowran <maurreenskow...@yahoo.com>
wrote:
thread.
On Mar 17, 1:22 am, Maurreen Skowran <maurreenskow...@yahoo.com>
wrote:
Barry Parr
Mar 17, 2009, 1:40:39 AM3/17/09
to jtm...@googlegroups.com
Very true.
I spent some time last week saving a Coastsider advertiser who was disappointed by his click rate. He was someone smart enough to know better.
Google ads and horizontal ad networks have (almost) thoroughly devalued online advertising. We're going to have to get better at demonstrating value if we're going to succeed.
Magazines have always been better at this than tv and newspapers, which are a lot less used to actually *selling* ad space.
bp
--
Barry Parr
http://coastsider.com
http://mediasavvy.com
http://twitter.com/barryparr
650.523.4929 phone
815.572.0794 fax
-----------------------------------------
Barry Parr
http://coastsider.com
http://mediasavvy.com
http://twitter.com/barryparr
650.523.4929 phone
815.572.0794 fax
-----------------------------------------
Tish Grier
Mar 17, 2009, 8:09:01 AM3/17/09
to Journalism That Matters, Maurreen Skowran
Tish Grier
Mar 17, 2009, 8:19:37 AM3/17/09
to jtm...@googlegroups.com, westsea...@yahoo.com
really good points on clickthru, Tracy. Clickthru doesn't work so great for big, national sites either. From everything I read, the reasons the big agencies stick with promoting clickthru is that it provides a metric. it's like pageviews though--what does it really mean? with pageviews, if the bounce rate is high, pageviews are meaningless.
Tish
--- On Tue, 3/17/09, Tracy Record, WSB Editor <westsea...@yahoo.com> wrote:
Aldon Hynes
Mar 17, 2009, 8:36:26 AM3/17/09
to jtm...@googlegroups.com
I was at a great conference on marketing and advertising last Thursday. The
focus was really on advertising and marketing in mobile and social media.
There were long discussions about metrics and advertising. One person
commented about how every decade has had it's ad science, focusing on the
psychology of the reader, eye movements and other trends. Then in about
2005 all of this got thrown out for simple metrics. Just measure became the
mantra.
Yet others pointed out that measurement is useless unless you understand
what you are measuring and why you are measuring it. Some people might be
looking for getting more people to click on a link, but what people really
are looking for in their advertising dollars is increased sales, and
sometimes the length of a sales cycle can be pretty long, for example, if
you are trying to sell big ticket items like cars, boats, or houses.
So, a much better goal, though much harder to measure, is what sort of
feelings people have about a business. I want potential consumers,
especially if they are looking at a big ticket item, not to click on my ad
whenever they see it, but to develop a more positive feeling about me, so
that when the time comes for a big buy, they will come to me first.
Sometimes, this involves having very discrete ads, instead of a big flashy
banner. Sometimes, this involves getting involved in the conversation of
they day. Sometimes, this involves other less direct things like simply
having people think of me as a core part of the community.
These are the areas that I believe hyper-local can really excel, and really
can't be measured in click-thrus.
Aldon
P.S. to people that aren't sure what they are doing, feel free to take any
parts of what I say into other conversations if you so wish.
focus was really on advertising and marketing in mobile and social media.
There were long discussions about metrics and advertising. One person
commented about how every decade has had it's ad science, focusing on the
psychology of the reader, eye movements and other trends. Then in about
2005 all of this got thrown out for simple metrics. Just measure became the
mantra.
Yet others pointed out that measurement is useless unless you understand
what you are measuring and why you are measuring it. Some people might be
looking for getting more people to click on a link, but what people really
are looking for in their advertising dollars is increased sales, and
sometimes the length of a sales cycle can be pretty long, for example, if
you are trying to sell big ticket items like cars, boats, or houses.
So, a much better goal, though much harder to measure, is what sort of
feelings people have about a business. I want potential consumers,
especially if they are looking at a big ticket item, not to click on my ad
whenever they see it, but to develop a more positive feeling about me, so
that when the time comes for a big buy, they will come to me first.
Sometimes, this involves having very discrete ads, instead of a big flashy
banner. Sometimes, this involves getting involved in the conversation of
they day. Sometimes, this involves other less direct things like simply
having people think of me as a core part of the community.
These are the areas that I believe hyper-local can really excel, and really
can't be measured in click-thrus.
Aldon
P.S. to people that aren't sure what they are doing, feel free to take any
parts of what I say into other conversations if you so wish.
MONITOR Library
Mar 23, 2009, 9:30:33 AM3/23/09
to Aldon Hynes, jtm...@googlegroups.com
Greetings:
Noticed this article today about news orgs making some of these
recommendations, among them: asking to distinguish between types of
content. This in advance of an April 30 meeting w/Google.
Media Giants Want to Top Google Results
Argue That Professional Sources Should Be More Recognized Than Blogs
by Nat Ives
Published: March 23, 2009
http://adage.com/mediaworks/article?article_id=135433
Leigh M.
Noticed this article today about news orgs making some of these
recommendations, among them: asking to distinguish between types of
content. This in advance of an April 30 meeting w/Google.
Media Giants Want to Top Google Results
Argue That Professional Sources Should Be More Recognized Than Blogs
by Nat Ives
Published: March 23, 2009
http://adage.com/mediaworks/article?article_id=135433
Leigh M.
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