Friday, 11 April 2014

Digital publishers - wanna make more money?

 Newspapers in the UK have begun to use technology on their websites that turns photos into ‘clickable’ virtual shops.

The ecommerce system from Finnish company, Kiosked gives publishers a new source of income by embedding advertising into related photos across the website.

Kiosked technology for UK press
The technology works by scanning the content of a page and deciding on the most relevant advert to display. When a reader loads a new page the images on that page are overlay with images of products that the user may be interested in.

So for example, an online article on The Telegraph website featuring an image of a footballer would be overlaid with a Kiosked icon suggesting how you could buy the players replica kit. Or even tickets to a match. 

Co-founder of Kiosked, Micke Paqvalén said that it is a very powerful way for publishers to monetise their content online.

Mr Paqvalén said that The Guardian and The Huffington Post, among others, were planning to start trialling the technology. He continued by saying that he wanted the company to only offer relevant products to online consumers and ‘a useful, curated service’.

The advent of this technology is good news for publishers as online and digital platforms continue to surpass traditional press as the medium of choice for news and content. It has created another way for them to make money from online media. Currently, traditional website adverts have failed to generate much revenue.

Publishers who plan to use Kiosked intend to use the technology only with specific sections of their websites such as the entertainment and sports pages, rather than with main news stories.

Find out more information on press advertising.

Thursday, 3 April 2014

The Guardian cleans up at press awards

The Guardian wins website and newspaper of the year at British press awards.

The publishing group won the newspaper of the year award, largely thanks to its in-depth coverage on government surveillance.

Editor in Chief of Guardian Newspapers, Alan Rusbridger said:

‘It's a great honour for the Guardian to be named newspaper of the year by a jury of our peers. The story was not, in the end, publishable out of London and I want in particular to thank colleagues on ProPublica and the New York Times for collaborating with us.

‘I want to acknowledge the personal cost to Edward Snowden involved in his decision to become a whistleblower. I must thank a team of extremely talented colleagues on the Guardian. And I dedicate the award to our friend and former deputy editor, Georgina Henry, who died recently."

Judges explained that the Guardian ‘broke a story of global significance that went to the heart of the debate on press freedom. The fact that the coverage polarised opinion even within the press showed how important it was.

The judges continued by saying that ‘the job of a newspaper is to speak truth to power and the past year has seen the Guardian do this with will and verve.’

Go to our page for more information on advertising in broadsheet newspapers.

Monday, 24 March 2014

Planting stories in the press...

Despite the steady and unforgiving decline of the print press in every way, getting your business in a trade magazine or newspaper is an effective way of promoting your services and reaching and growing your audience.

PR is a useful tool in doing this.

A press release announcing a new product or telling a story featuring your brand can be a successful ways to engage with your audience and make you memorable. It can be expensive to pay for an ad agency to create and deliver a print poster campaign. And, we know that in a world saturated with images and overloaded with information, we tend to switch off and simply ignore a lot of it.
collection of newspapers

So unless your costly poster campaign is highly inventive, it can be largely ineffective.

However, a story in a local paper about someone using your products with a funny or touching ending can be a great deal less forgettable. The association between your brand and the emotions the story stirs up can be powerful and long lasting. There is more and more talk of brands and our emotional connection with them.

Rather than the benefits a product can offer us, it is emotional advertising that is now the hot discussion topic in the ad world. Giving us even more reason to suggest that this type of print and newspaper PR is a valuable marketing tool.  

The best thing about pulling off this type of press promotion is that it is free. Of course, the story needs to be interesting and relevant enough for the local newspaper to want to print it in the first place.

And remember, if the story seems too much like an advert you may struggle to even get the thing published. Product placement can come across as shameless and too explicitly persuasive. This causes a negative reaction and can upset your brand.

But an entertaining tale that reveals your product and displays its benefits in the shape of a      customer review or experience can be influential and far-reaching.

This kind of PR, together with digital marketing or out of home advertising can make your business work even harder.

So what are you waiting for? Go get those client testimonials!

Monday, 10 March 2014

Mobile ad spend to overtake newspaper expenditure

UK advertising spending on mobile and tablet devices will overtake print media this year for the first time.

According to the report from research group, eMarketer, mobile spending will increase by 90% in 2014 upto £2.26 billion.

Mobile devices displaying news
This comes as no surprise given the accuracy that advertisers can now target audiences and consumers with mobile devices. This only looks set to increase with the arrival of wearable technology such as Google Glass.

By 2017, eMarketer forecasts that mobile will become the single biggest ad channel in the UK market, overtaking even television.

However, despite the rapid surge in mobile channels, newspaper and magazine advertising media still has a significant role to play. Often the best quality written content is found in daily and weekly print publications.

They have long-standing editorial guidelines and standards to uphold, and continue to attract a committed demographic of consumers because of this.

Plus, some of the most memorable advertising in history have been poster campaigns found in the pages of newspapers and iconic print products such as the fashion magazine, Vogue and the American weekly, Time Magazine.

So, while mobile continues to climb the new and dizzying heights of advertising, spare a moment to remember the power of print and take a look at some of the best press ad's from the past few years.

Read our recent post on the Guardian revenue rise for more discussion.

Thursday, 20 February 2014

Local Newspapers Hope to Keep Pages Turning with TV Campaign

Weekly local newspapers are hoping to highlight their importance with an advertising campaign which will launch tomorrow.

The campaign is entitled ‘Local Weekly Newspapers – With You All The Way’, and is being run by the Weekly Independent NewspaperAssociation with the aim of highlighting the role of local newspapers as "the focal point of community life.” 

The 30 second animated ad will be aired on ITV regional television, with the full 90 second version appearing on weekly newspaper websites. The campaign will be supported by multi-format advertising, including newspaper ads, web banners, outdoor and radio jingles.

“Weekly newspapers are the cornerstone of the newspaper industry in the UK. They connect communities and businesses together in a way in which no other media can,” said David Newell, director of the Newspaper Society. “Today marks the launch of a nationwide initiative to promote weekly newspapers and celebrate their success and their future."

When a community put their mind to it, often the results can be pretty impressive (Royal wedding mania, anyone?) so here’s hoping that the ad will rouse good old British enthusiasm and support for the 1,100 local newspapers currently in circulation.

Monday, 10 February 2014

Front Magazine Closes

Front Magazine, the alt-culture refugee of the 90's 'lad mag' boom, has announced its sudden closure. Posting on Facebook and Twitter, the staff said their farewells with the idiosyncratic messages "Stay rad" and "Now do one last thing for us... go get drunk!".

Published since 1998, the magazine's most recent owner was the avant-garde Kane Corporation, an empire built by Dominic McVey from the proceeds by importing and selling micro-scooters. The final issue featured a potted history of pop-punk, a feature on the idiocy of Kanye West and cover model Rebecca Fox - no-one can say it didn't die as it had lived.

These are interesting times for the men's special interest market; rival magazine Loaded is allegedly going strong, but refuses to publish circulation figures, and weeklies Nuts and Zoo are circulating fractions of the numbers they saw in their heyday. Whether this is going to have an impact on the industry as a whole or is simply an indication of the lad mag generation growing up remains to be seen...

Tuesday, 7 January 2014

NGN Reports £75m loss

News Group Newspapers, the News UK subsidiary responsible for national publications such as The Sun, The Times and their Sunday incarnations, has announced a pre-tax loss of over £75m - a drastic reduction from the previous year’s reported loss of £318m. The Sun on Sunday has been cited as a great help in increasing the figure, as well as an increase in The Sun’s cover price.

The Sun - Newspaper£87.5m costs were recorded interestingly as ‘non-operational, one-off charges relating to allegations of voicemail interception and inappropriate payments to public officials and other related matters’, a bewildering £50m of which went on their legal fees while fighting the much-publicised phone hacking scandal. They have, optimistically, added the caveat ‘(the) final cost may or may not be significantly higher than the amounts recognised’. In total thus far, the closure of the News of the World has cost NGN £375m. Oh, and a newspaper.

News UK’s fortunes have been somewhat mixed in recent times, with the various allegations hanging heavy over them, the Daily Mail overtaking the Sun to become the UK’s biggest-selling Saturday newspaper and the relative failure of their Sun+ paywall site – needing to attract 250,000 subscribers to break even after a lavish £30m deal securing digital Premier League highlights. The Sun’s website has merely 117,000 subscribers; a fair crack, but falling far short of their intended target. Adding faint insult to injury, Sun+ will need to more than double their subscribers in order to match the £50m in revenue made weekly by Mail Online – a site that remains steadfastly free, if criticised by some for what they perceive as low-brow ‘clickbait’.

NGN, in a move some would describe as ‘wily’, paid zero corporation tax last year.