1 paying for journalism the old fashioned way international symposium on online journalism austin,...
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Paying for JournalismPaying for Journalism
The Old Fashioned WayThe Old Fashioned Way
International Symposium on Online JournalismAustin, Texas | April 2005
‘Don’t joke about economics because that is how you get food.’- Kurt Vonnegut, Jr.
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Audience Demographics And Usage
• Online Use:– Work/Home Use– Broadband– Content
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Days Access The Internet
Home Work
Less than once per week
Less than once per week
Q: How many days in a typical week do you access the Internet from …
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Type of Internet Connection
25
72
31
8
4
24
67
50
9
5
Telephone modem
Home high speed
Office high speed
Wireless @ home
Wireless @ work
General Online User
Online Newspaper User
%
Q: How do you access the Internet?
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Content: Most Frequent Behaviors
% %
Frequent Use Daily Use
Q: Thinking of reasons you go online, how often do you use the Internet to ...
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Content Leader BoardsSites used for News, Sports or Entertainment Information
Online Newspaper Users
Rank Market 1 Market 2 Market 3 Market 4
1 NP.com: 87% NP.com: 86% NP.com: 88% NP.com: 84%
2 Google.com: 39% Google: 36% TV Site.com:51% Google: 41%
3 MSN.com: 32% TV Site:31% Google: 44% TV Site.com: 36%
4 TV Site.com: 26% TV Site2: 30% TV Site2.com: 33% TV Site2.com: 34%
5 CNN.com: 24% MSN: 27% CNN.com: 29% CNN.com: 26%
Used Most Often
Rank Market 1 Market 2 Market 3 Market 4
1 NP.com: 59% NP.com: 58% NP.com: 55% NP.com: 57%
2 Google.com: 9% TV Site.com: 8% TV Site.com: 9% Google.com: 8%
3 MSN.com: 8% Google: 7% Google: 7% TV Site.com: 5%
4 Yahoo! Local: 4% TV Site2: 5% MSN.com: 5% MSN: 5%
5 MSNBC.com: 3% MSN: 5% TV Site2.com: 3% TV Site2.com: 4%
Past 30-day Use
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Content Leader BoardsSites Used for News, Sports or Entertainment Information
General Online Users
Rank Market 1 Market 2 Market 3 Market 4
1 NP.com: 42% NP.com: 37% NP.com: 57% NP.com: 38%
2 Google.com: 32% Google: 27% TV Site.com: 43% Google: 33%
3 Yahoo! Local: 26% TV Site.com: 26% Google: 33% TV Site.com: 26%
4 MSN.com: 21% MSN: 22% TV Site2.com: 29% TV Site2.com: 26%
5 TV Site.com: 18% AOL: 20% MSN.com: 21% MSN: 17%
Used Most Often
Rank Market 1 Market 2 Market 3 Market 4
1 NP.com: 24% NP.com: 24% NP.com: 29% NP.com: 21%
2 Google.com: 15% AOL: 15% TV Site.com: 16% Google: 12%
3 Yahoo! Local: 15% TV Site.com: 10% Google: 11% TV Site.com: 11%
4 MSN.com: 12% MSN: 10% AOL.com: 6% AOL: 9%
5 AOL.com: 10% Google: 9% TV Site2.com : 6% TV Site2.com: 8%
Past 30-day Use
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Why They Use Site Most Often
5
47
23
18
33
50
4
4
4
14
15
18
19
20
37
44Is updated frequently
Follow up on somethingsaw on TV
Follow up on somethingread in paper
Has archives of past storiesI missed
The largest number of localnews stories
Has interesting multimediafeatures
I receive e-mail updatesfrom the site
Participate inforums/discussions/blogs
General Online User
Online Newspaper User
%
Q: What are the main reasons you use the site for local news, sports or entertainment information? (multiple)
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Silence of the BlogsPossibility. Hype. Evangelists. Orphans.
Blog Audience*
• Three in four U.S. online users have
“never heard” of blogs
• 3% of Americans read blogs daily
• 15% read blogs at least monthly
Blog Updating**
• 66% of blogs have not
been updated in two months
• 26% of blogs have not been
updated since the first day
Source: *Gallup (March 2005), **Perseus Development Corp. (Oct. 2004)
‘The milk in the ‘fridge is about to go bad. … And there it goes.’- Bobby Hill, ‘King of the Hill’
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Classifieds. Gritty. Profitable. Endangered.
• What Users Want
• Where They Go
• Where They Go Most
• Motivating Factors
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Employment Leader BoardsOnline Newspaper Users
Rank Market 1 Market 2 Market 3 Market 4
1 NP.com: 35% NP.com: 28% NP.com: 37% NP.com: 33%
2 Monster: 23% Monster: 16% Monster: 25% Monster: 26%
3 CareerBuilder: 13% CareerBuilder: 10% CareerBuilder: 13% CareerBuilder: 14%
4 Yahoo!/H.J. : 10% Other NP.com: 9% Co. websites: 12% Co. site: 12%
5 Co. websites: 9% Other NP2.com: 9% Yahoo!/H.J.: 9% Y! HotJobs: 11%
Used Most Often
Rank Market 1 Market 2 Market 3 Market 4
1 NP.com: 45% NP: 43% NP: 46% NP.com: 39%
2 Monster: 18% Monster: 14% Monster: 18% Monster: 22%
3 CareerBuilder: 5% Other NP.com: 7% Co. websites: 6% Co. sites, CB: 6%
4 Co. websites: 5% CareerBuilder: 4% CB: 5% Google, HW: 4%
5 HelpWanted: 3% Other NP2.com: 4% Google: 4% Y! HotJobs: 3%
Past 30-day Use
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Employment Leader Boards General Online Users
Rank Market 1 Market 2 Market 3 Market 4
1 Monster: 17% Monster: 16% NP.com: 18% Monster: 24%
2 Yahoo!/H.J.: 11% NP.com: 11% Monster: 17% NP.com: 15%
3 NP.com: 11% Other NP.com: 10% CareerBuilder: 8% Other NP.com: 13%
4 CareerBuilder: 10% CareerBuilder: 9% Yahoo!/H.J.: 6% Yahoo!/HJ: 13%
5 Jobs.com: 9% JobSearch: 6% Co. websites: 5% Co. websites: 8%
Used Most Often
Rank Market 1 Market 2 Market 3 Market 4
1 Monster: 34% Monster: 22% NP.com: 33% Monster: 26%
2 NP.com: 18% NP.com: 17% Monster: 23% NP.com: 18%
3 Yahoo!/H.J.: 7% Other NP.com: 12% Yahoo!/H.J.: 5% CareerBuilder: 12%
4 CareerBuilder: 7% Company sites: 7% CareerBuilder: 4% Co site: 8%
5 Google: 5% CareerBuilder: 6% Co. websites: 4% Yahoo!/HJ: 6%
Past 30-day Use
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Motivating Factors: Employment
40
21
22
9
67
55
6
14
16
25
27
28
28
39Updated frequently
Has job listings othersites don't have
Has more detailed infoabout jobs/co's
I have my resumeposted to the site
Has more local jobs
Has job listings thatwere in the newspaper
I have created storedsearches/e-mail alerts
General Online User
Online Newspaper User
%
Q: What are the main reasons you use the site most often for local help-wanted job listings or career-related information?
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Automotive Leader BoardsOnline Newspaper Users
Rank Market 1 Market 2 Market 3 Market 4
1 KelleyBlueBook: 18% KBB: 18% KBB: 20% KBB: 18%
2 AutoTrader.com: 13% NP: 13% NP.com: 15% NP.com: 12%
3 NP: 13% AutoTrader: 10% CarMax: 15% CarMax: 10%
4 Edmunds.com: 7% Ebay Motors: 9% Ebay Motors: 11% AutoTrader: 10%
5 Manf. site: 6% CarMax: 9% AutoTrader: 9% Ebay Motors: 8%
Used Most Often
Rank Market 1 Market 2 Market 3 Market 4
1 NP.com: 18% NP: 17% KBB: 16% NP.com: 17%
2 KelleyBlueBook: 17% KelleyBlueBook: 13% NP.com: 16% KBB: 17%
3 AutoTrader: 15% Ebay Motors: 11% CarMax: 13% AutoTrader: 12%
4 Ebay Motors: 7% AutoTrader: 10% Ebay : 11% CarMax: 8%
5 Edmunds: 6% CarMax: 8% Manf.: 8% Edmunds: 7%
Past 30-day Use
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Automotive Leader Boards General Online Users
Rank Market 1 Market 2 Market 3 Market 4
1 KelleyBlueBook: 17% KelleyBlueBook: 16% NP.com: 15% KBB: 14%
2 AutoTrader: 13% AutoTrader: 8% CarMax: 12% AutoTrader: 10%
3 Manf. site: 8% CarMax: 8% Manf. site: 7% NP.com: 8%
4 Ebay Motors: 8% Edmunds: 8% Edmunds: 6% Edmunds: 6%
5 Edmunds: 7% Ebay Motors: 6% Ebay Motors: 6% Dealer: 5%
Used Most Often
Rank Market 1 Market 2 Market 3 Market 4
1 AutoTrader: 19% KelleyBlueBook: 19% CarMax: 18% KBB: 18%
2 KelleyBlueBook: 16% AutoTrader: 13% KBB: 17% AutoTrader : 12%
3 Manf. site: 10% CarMax: 10% Manf. site: 8% Ebay Motors : 11%
4 Ebay Motors: 8% Manf. site: 9% AutoTrader: 8% CarMax: 7%
5 Edmunds: 7% Ebay Motors: 9% NP.com: 8% Yahoo, Dealer5%
Past 30-day Use
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Motivating Factors: Automotive
17
25
10
29
3
5
33
5
12
14
18
30
50
50Can compare vehiclesby price and features
Easy to findmake/model/price
looking for
I can view multiplephotos of autos for
sale
Has the largest numberof autos for sale
Multimedia such asvideo or virtual tours
of autos
Can read vehicleinspection and history
reports
Has for listings thatwere in the newspaper
General Online User
Online Newspaper User
%Q: What are the main reasons you use the site most often for local new or used automotive listings? (multiple)
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Real Estate Leader BoardsOnline Newspaper Users
Rank Market 1 Market 2 Market 3 Market 3
1 NP.com: 23% NP.com: 32% NP.com: 27% NP.com: 17%
2 Realtor.com: 14% Realtor.com: 24% Realtor.com: 19% Realtor.com: 16%
3 Agency site: 7% Agency site: 10% Agency site: 9% Agency site: 14%
4 Yahoo! R.E.: 6% Other NP.com: 5% Google: 6% Yahoo! R.E.: 7%
5 Google: 5% Google: 5% Yahoo! R.E.:3% Google: 4%
Used Most Often
Rank Market 1 Market 2 Market 3 Market 4
1 NP.com: 33% NP.com: 38% NP.com: 41% NP.com: 26%
2 Realtor.com: 19% Realtor.com: 28% Realtor.com: 28% Realtor.com: 25%
3 Yahoo! R.E.: 7% Agency site: 8% Agency site: 11% Agency site: 17%
4 Agency site: 7% Other NP.com: 3% Google: 4% Yahoo! R.E.: 7%
5 Google: 6% Google: 2% Yahoo! R.E.:2% Google: 4%
Past 30-day Use
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Real Estate Leader Boards General Online Users
Rank Market 1 Market 2 Market 3 Market 4
1 Realtor.com: 13% Realtor.com: 17% Realtor.com: 15% Realtor.com: 10%
2 Agency site: 6% Agency site: 7% NP.com: 9% NP.com: 7%
3 NP.com: 6% NP.com: 5% Agency site: 8% Agency site: 5%
4 Yahoo! R.E.: 5% Other NP.com: 5% Google: 2% Google: 3%
5 HomeBuilder: 3% Google: 5% Yahoo! R.E.: 2% Yahoo! R.E.: 2%
Used Most Often
Rank Market 1 Market 2 Market 3 Market 4
1 Realtor.com: 28% Realtor.com: 35% Realtor.com: 39% Agency site: 20%
2 NP.com: 13% Agency site: 9% NP.com: 19% Realtor.com: 19%
3 Agency site: 11% NP.com: 9% Agency site: 18% NP.com: 13%
4 Yahoo! R.E.: 8% Other NP.com: 6% AOL: 3% Yahoo! R.E.: 8%
5 Google: 5% Google: 6% Yahoo! R.E.: 3% Google.: 5%
Past 30-day Use
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Motivating Factors: Real Estate
25
24
11
10
13
46
34
14
21
26
27
29
45
50Can see pictures/takevirtual home tours
Easy to find listings inspecific neighborhood
Can see propertyamenities
It has complete localMLS
Easy to get maps &directions
Largest number of locallistings
It has the listings thatwere in the newspaper
General Online User
Online Newspaper User
%
Q: What are the main reasons you use the site most often for local help-wanted job listings or career-related information?
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Local Search & Advertising
• Source For Search
• Topics Searched
• Online Advertising
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%
Local Search
%
Sites Used Past 30 Days Topics SearchedSeveral Times a Month or More
Q: Thinking of reasons you go online, how often do you use the Internet to ...
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Online AdvertisingPast six months
%
Q: Thinking of online advertising, in the past six months, have you ...
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Top 5 Things to Remember
1. Remember the train/airplane/transportation analogy? It’s wrong. Passengers without cargo = bankruptcy. To win in online journalism, we have to win online classifieds.
2. It’s All About Time: Breaking News, Archives drive loyalty - and profit. TiVo your site.
3. Use advertising that works (contests & e-mail) and not what doesn’t (pop-ups/unders).
4. Leverage search engines to increase traffic and create new advertising models.
5. Mind the Gap: Invest in functionality for Classifieds - or die.