Comments on: Newspaper Job Cuts Continue To Rise; Is Bingo The Answer? http://paidcontent.org/2008/10/22/419-newspaper-job-cuts-continue-to-rise-is-bingo-the-answer/ The economics of digital content Sun, 19 May 2013 12:06:38 +0000 hourly 1 http://wordpress.com/ By: Carl Lachmann http://paidcontent.org/2008/10/22/419-newspaper-job-cuts-continue-to-rise-is-bingo-the-answer/#comment-64280 Thu, 23 Oct 2008 12:09:06 +0000 http://paidcontent.wp.gostage.it/2008/10/22/419-newspaper-job-cuts-continue-to-rise-is-bingo-the-answer/#comment-64280 CPMs should come down with the stock prices – and what should count longer term is the quality of the traffic that is served up for the advertisers. With added UGC and added interactivity the readers will also go further in segmenting themselves into their own special interests, which is one way to a higher quality of traffic.
What would be really interesting would be a research into what the patterns look like depending on the level of interactivity and connectivity with other users that is offered on a newspaper site.

]]> By: johncthompson http://paidcontent.org/2008/10/22/419-newspaper-job-cuts-continue-to-rise-is-bingo-the-answer/#comment-64279 Wed, 22 Oct 2008 22:28:21 +0000 http://paidcontent.wp.gostage.it/2008/10/22/419-newspaper-job-cuts-continue-to-rise-is-bingo-the-answer/#comment-64279 “No content is too trivial to post.” This is really screwed up thinking, based on the idea that page views = bucks (which ain't necessarily the case – average CPM rates continue to decline in most sectors).

It's my sincere hope that online advertisers will wake up to the fact that it's the quality of the traffic that counts, not the amount. One hopes that the recession will focus marketing minds; building brand awareness and accurately targeting campaigns are as crucial to successful advertising online as they are for print.

Incidentally, publishers are always the first to panic during recessions. Cutting editorial staff at the first sign of trouble is usually a false economy and almost always exacerbates their problems. Publishers will very soon realise they still have to deliver a product (assuming they still have one) and will probably resort to employing freelancers, often at greater expense.

]]>