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New revenue models for online news advance with Google’s acquisition of FeedBurner. Online’s better answer to Nielsen ratings? 6/4/07

Posted by Steve Boriss in Analytics, FeedBurner, Feeds, Google.
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Some day, we may look back and conclude that news advertisers were buying a “pig-in-a-poke” when they spent hundreds of millions of dollars each year for space in newspapers and on TV newscasts. Their rates have been based on the value of reaching a news outlet’s entire audience, even though advertisers knew full well that most of the audience represented poor sales prospects. Adding insult to injury, the data used to convince them of its value has consisted of fairly shallow demographic and purchase habit data, collected only periodically by companies like Nielsen, from miniscule, allegedly representative samples of the audience.

As the Old Media die off, it will be advertisers who will feel like they’ve gone to hog heaven. Web analytics service providers like new Google acquisition FeedBurner will measure exactly how many people receive each advertising message and how they responded, on a year-round, day-by-day, and minute-by-minute basis. Moreover, through their normal browsing and purchasing patterns over the Internet, each news consumer will reveal what kind of sales prospect they represent for a wide variety of products and services. If their buying habits lead them to visit certain pages or to conduct certain keyword searches, targeted advertising will be there to greet them. And even if they don’t visit particular sites, advertising will still find them through technologies that send data feeds in the background, developed by companies like, once again, FeedBurner. It will be like the value of Nielsen data plus targeted direct mail all rolled into one, only better and much less expensive. Advertisers who have been buying a pig-in-a-poke will no doubt prefer the other white meat.

Comments»

1. Technology News | Venture Capital, Startups, Silicon Valley, Web 2.0 Tech - 6/4/07

[…] Source:The Future of News Some day, we may look back and conclude that news advertisers were buying a “pig-in-a-poke” when they spent billions of dollars each year for space in newspapers and on TV newscasts. Their rates have been based on the value of reaching a news outlet’s entire audience, even though advertisers knew full well that most […] Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages. […]

2. Technology News | Venture Capital, Startups, Silicon Valley, Web 2.0 Tech - 6/4/07

[…] Source:The Future of News Some day, we may look back and conclude that news advertisers were buying a “pig-in-a-poke” when they spent hundreds of millions of dollars each year for space in newspapers and on TV newscasts. Their rates have been based on the value of reaching a news outlet’s entire audience, even though advertisers knew full well […] Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages. […]

3. Brian Fuller - 6/5/07

Steve, there also is a way to track a print publication’s readers trails online. Everyone has to resubscribe online, so once you have that (and the right software) you can see where they’re going online within your online network. It’s what we’re looking into at EE Times. It raises the value of the much maligned print reader and expands the advertisers’ view into one’s audience. Cheers, bf


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