Category Archives: print advertising

Is the Super Blog Taking Over?

As the digital era gave rise to technology and platforms that allow the average consumer to do anything from producing Web content to creating widely read digital publications, the publishing industry gave birth to countless niche sites that focus on everything from fitness to design. Given the ease of content distribution, some of these “super blogs” have been adding users at high rates and establishing themselves as authorities on their respective topics. Even major publications have been launching niche blogs under their umbrella to cater to specific topics, showcase particular writers, or keep their readers continuously updated on the latest news. Others, such as AOL, which now owns TechCrunch and Engadget, and Gawker, owner of Gizmodo, Jezebel and Lifehacker, have been simply acquiring high-traffic blogs as they build up their publishing portfolios.

As digital publications and super blogs get smarter and begin to tap into online and mobile advertising, it will become a major revenue stream for the top players worldwide. In the past year alone, newspapers have lost $13 in print revenue for every dollar earned in digital revenue. However, the future is bright in digital. There’s been a 60 percent increase in digital ad sales in newspapers and magazines and a burst from $76 million to an impressive $100 million is expected in 2013. Naturally, these super blogs, along with their highly focused audiences, will become major destinations for online ad dollars in 2013.

Some more Digital Advertising Predictions for 2013

Print on the Downward

When I arrived in Canada in August 2007 I got to speak with three print media giants in their own area, The Yellow Pages, Winnipeg Free Press & Winnipeg Sun, in that order.

I told each and every one of them that they needed to change outlook and the way they operate to make dollars and survive going forward, all thought I was some cocky nut from Blighty.

Funny how things work out, The YP, they owned autotrader at that time and took what I told them as a slap in the face on how they needed to change direction on how they advertise, worked online etc., they sold it to the Brits losing $500 million dollars. Full Story Here

Then I spoke with the Free Press on a couple of occasions thinking I might get more traction in my adopted city, they had a circulation of around 500,000 at the time if we believe the stats, again they thought this guy is nuts, all he does is go on about Online, Google and Social Media, we are starting our own stuff on our website selling cars, real estate and banner ads, we know what we are doing, a few years later they tell me they are doing their own app and this is going to be killer, I asked for who?, I learned last week they are changing again as all this has not panned out as expected, were losing revenue and oh we are building a new website too.

Thirdly the Winnipeg Sun, I had a great meeting with the then boss Kevin Klein, a nice guy who actually had some idea of what the future might hold, but unfortunately they were tied to some boat company and there advertising ways, not good either, so today they announce they are laying off 500 workers to save $45 million a year. Full Story Here

The morale of this story, don’t judge a book or the person even if the book might be slightly X Rated, if that book has been a best seller around the world, maybe, just maybe they could be something in there your missing that could help.

The world has changed dramatically on how we get news, tweets to our tablet hours before the main news announce it, mobile uploads at the scene, if you have not lived this way of life for the last decade it’s very hard to catch up.

Shit Kickers we are, we have never denied that, but it’s all for our clients, when they win we win and we win alot.

 

Online advertising to overtake print advertising in the US

Market researchers Outsell predict that online advertising will overtake print advertising this year in the US for the first time.

With the seemingly inexorable rise of online advertising, digital is quickly becoming the dominant force in advertising and pushing other forms of media aside. Ad spend online is expected to hit nearly $120 billion this year, eclipsing print ad spend of $111.5 billion in a landmark changing of the guard.

Advertising within print has been on a steady decline in the US for years, and 2010 should see the market shrink by a further three per cent as resources are shifted to other advertising platforms. Online spend meanwhile is predicted to grow by 9.6 per cent, becoming the second most powerful advertising media in the US behind TV.

Last week, the Pew Research Center showed the fall of print news at the hands of online news. In a correlation, advertising numbers follow the same trend. In the UK, online marketing has become the most prominent form of advertising, even overtaking TV ad spend, and it will surely be only a matter of time before the US follows suit.

“Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding,” commented Outsell’s lead analyst Chuck Richard to The Guardian, “As they emerge from the recession, they need more accountability, and they’re spreading their spending over a widening set of options.”

Overall Outsell predicts that digital ad spend will take 32.5 per cent of marketing budgets for the majority of companies in the US this year.