Comments on: Pass on readership and the new media business? http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/ Technology | Publishing | Games | New Media | Philippines Thu, 09 Feb 2012 07:45:38 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: yuga http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/comment-page-1/#comment-156897 yuga Mon, 11 Feb 2008 05:43:38 +0000 http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/#comment-156897 I think it boils down to the ROI or bottom line of the advertiser. If they get back from increased sales what they spent for advertising, then it's a good deal. Large sites like Inquirer sell tons of ads on a CPM basis not because they have the volume. It's because the ads eventually resulted to better sales. That's it. If at the end of an ad campaign, the advertisers see no added value (or that the added value is insignificant), they will just stop advertising altogether. I think it boils down to the ROI or bottom line of the advertiser. If they get back from increased sales what they spent for advertising, then it’s a good deal. Large sites like Inquirer sell tons of ads on a CPM basis not because they have the volume. It’s because the ads eventually resulted to better sales. That’s it.

If at the end of an ad campaign, the advertisers see no added value (or that the added value is insignificant), they will just stop advertising altogether.

]]> By: Jun http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/comment-page-1/#comment-156885 Jun Mon, 11 Feb 2008 05:18:21 +0000 http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/#comment-156885 an offshoot of the topic: at this point stats (whatever form) and "perception" are the only things that we can work on. My guess is that new media is still at a near maturing stage where its "legitimacy" still has to be accepted by companies in general, because it is a "new concept" that they still need to digest. Change is the hardest thing to swallow. But as a marketing strategy, whether they get it or not, there is no doubt that they need to test the waters, so to speak. At the very least, they should try it and see if something happens, pass-on readerships issues aside. an offshoot of the topic:

at this point stats (whatever form) and “perception” are the only things that we can work on. My guess is that new media is still at a near maturing stage where its “legitimacy” still has to be accepted by companies in general, because it is a “new concept” that they still need to digest. Change is the hardest thing to swallow. But as a marketing strategy, whether they get it or not, there is no doubt that they need to test the waters, so to speak. At the very least, they should try it and see if something happens, pass-on readerships issues aside.

]]> By: Juned http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/comment-page-1/#comment-156771 Juned Sun, 10 Feb 2008 21:47:00 +0000 http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/#comment-156771 In other words it still the content and how you present the content that "sells". And the relationship you have with your readers. In other words it still the content and how you present the content that “sells”. And the relationship you have with your readers.

]]> By: Juned http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/comment-page-1/#comment-156770 Juned Sun, 10 Feb 2008 21:42:22 +0000 http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/#comment-156770 We go back to readership surveys, like Synnovate (sponsored by the industry on the whole). In order to temper results from web statistics - which can be bloated. For certain publications, specially business ones, there is a pass on readership specially if corporations subscribed to the paper or publication. In terms of RSS unless there is specificity in terms of subscription it is prone to similar errors seen in stats. It can be bloated and abused -right now there are some individuals who sell RSS subscribers for a fee. And to be frank the number of readers displayed on a web site is more of a marketing instrument used to promote the blog and ego boosting. I guess that is the advantage of those who blog for other reasons other than for profit. Nothing wrong with profit but it is not the end all and be all of blogging. And the same goes with SEO. Just my thought. We go back to readership surveys, like Synnovate (sponsored by the industry on the whole). In order to temper results from web statistics – which can be bloated.

For certain publications, specially business ones, there is a pass on readership specially if corporations subscribed to the paper or publication.

In terms of RSS unless there is specificity in terms of subscription it is prone to similar errors seen in stats. It can be bloated and abused -right now there are some individuals who sell RSS subscribers for a fee. And to be frank the number of readers displayed on a web site is more of a marketing instrument used to promote the blog and ego boosting.

I guess that is the advantage of those who blog for other reasons other than for profit. Nothing wrong with profit but it is not the end all and be all of blogging. And the same goes with SEO.

Just my thought.

]]> By: yuga http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/comment-page-1/#comment-156713 yuga Sun, 10 Feb 2008 17:44:28 +0000 http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/#comment-156713 My experience with online advertisers are different. When we talk of "reach", I always refer to absolute uniques per month multiplied by the average time spent. I think gone are the days when its measured by pageviews. RSS subscription plus absolute monthjly uniques will give a clearer picture of a blog's reach. My experience with online advertisers are different. When we talk of “reach”, I always refer to absolute uniques per month multiplied by the average time spent.

I think gone are the days when its measured by pageviews. RSS subscription plus absolute monthjly uniques will give a clearer picture of a blog’s reach.

]]> By: Alvin http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/comment-page-1/#comment-156695 Alvin Sun, 10 Feb 2008 16:55:53 +0000 http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/#comment-156695 thanks, haven't posted anything about it again because there are so many changes. want to make sure before i post again :P blogging is actually a disease at the office. when you work with the likes of marc, rico, mikey, and jozzua, you are sucked in. lol. thanks, haven’t posted anything about it again because there are so many changes. want to make sure before i post again :P

blogging is actually a disease at the office. when you work with the likes of marc, rico, mikey, and jozzua, you are sucked in. lol.

]]> By: Jayvee http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/comment-page-1/#comment-156687 Jayvee Sun, 10 Feb 2008 16:35:25 +0000 http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/#comment-156687 you strike a good point. pass on readership is a marketing strategy for the most part really. big titles will proudly post their actual circulation data but smaller ones won't. some like Hinge-Inquirer will go the niche route and say that even if they are printing less than the competitor, there is a higher conversion rate for advertisers because they get more discerning readers who can afford. P.S. I've been following your blog because I enjoy your insights about the publishing industry -- especially your take on Playboy PH. :) there is a third party survey conducted called Synnovate that's pretty accurate. it is sponsored by publishers as well. :) you strike a good point. pass on readership is a marketing strategy for the most part really. big titles will proudly post their actual circulation data but smaller ones won’t. some like Hinge-Inquirer will go the niche route and say that even if they are printing less than the competitor, there is a higher conversion rate for advertisers because they get more discerning readers who can afford.

P.S. I’ve been following your blog because I enjoy your insights about the publishing industry — especially your take on Playboy PH. :)

there is a third party survey conducted called Synnovate that’s pretty accurate. it is sponsored by publishers as well. :)

]]> By: Alvin http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/comment-page-1/#comment-156685 Alvin Sun, 10 Feb 2008 16:29:46 +0000 http://abuggedlife.com/2008/02/11/pass-on-readership-and-the-new-media-business/#comment-156685 Hi, Just wanted to comment on pass-on readership. It's something that should be left out of media kits since this sort of information is taken from inhouse surveys and can never be verified. For print or online, I would think third party audit or research is still the way to go. However, only big name companies can afford such. Maybe a movement for ad agencies to shoulder the audit costs is in order? Hi,

Just wanted to comment on pass-on readership. It’s something that should be left out of media kits since this sort of information is taken from inhouse surveys and can never be verified.

For print or online, I would think third party audit or research is still the way to go. However, only big name companies can afford such.

Maybe a movement for ad agencies to shoulder the audit costs is in order?

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