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Newspapers and Magazines Online: Content Is Still King
eMarketer, Oct 2007, Pages: 43
It's wake-up time for the publishing industry. Like it or not, readers and advertisers are turning to the Internet, and print brands must follow.
The Newspapers and Magazines Online report analyzes the rapid digitization of print content for Web sites as well as RSS feeds, reporters' blogs, online forums, mobile content and even social networks.
When the grand, gray lady of newspapers, The New York Times, changes its tagline from 'All the News That's Fit to Print' to 'All the News That's Fit to Click,' there is no question that momentous changes are underway in the publishing world.
Indeed, the print industry is in turmoil.
In the past few years, newspaper publishers have watched print ad revenuesÑparticularly classifieds migrate online to sites such as AutoTrader, Craigslist, Monster and Zillow.com. Magazine brands with million-plus subscribers have been shuttered in favor of branded Web sites.
To maintain readership, eMarketer estimates magazine and newspaper publishers spent $536.8 million in 2007 to market their brands online. As circulations continue to fall and consumers check the Internet before the daily newspaper or newsweekly, those online ad budgets will grow to $1.03 billion in 2011.
Key questions the 'Newspapers and Magazines Online' report addresses:
-How do print publishers market themselves online?
-What business models will dominate?
-Who are the audiences online?
- And many others
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