March 26, 2009

Advertisers Dumping Print for TV & Web

Posted in In the news, Measurment at 8:41 am by R

It’s not a shocking headline. We all know print is dying a slow painful death as advertisers dedicate their dollars to other mediums.

Patrick O’Grady of the Phoenix Business Journal wrote a great article based on local Phoenix research which explains why this shift is happening so rapidly.

According to a partner at SpinSix Strategic Marketing Design:

It’s not that people are buying into it [online advertising]. It’s that they can’t escape it.

The other driving factor is that there are intense analytics that accompany online advertising, which measure how long people stay on the site, what they spend, where they clicked in from. Those analitics really justify the spend. And in this day and age, that accounts for everything (pun intended).

Ultimately, this shift will impact public relations as well. I like to say that advertising and PR must lean against each other to make the other stronger. Now, there are cases where companies are just stratigically better off to choose one vehicle for their marketing, but in general it takes two to really tango.

The major impact is going to be in measurement a sector of our profession that has been so hard to quantify to begin with. As clients look for solid proof that articles are generating dollars for their companies we are going to have to come up with some stellar metrics that challenge us to deviate away from the less tangible “strategic message pull through” et al.

In light of this, here’s a list of a few solutions I feel we need to establish:

  • Ability to tell how many people get to an article on line (measured by: 1 day, 1 week, 1 month, 6 months)
  • Ability to measure click thrus from articles to client sites
  • Standardized value for “Web-only” broadcast stories
  • Archived values

These are just a few of the things I think about when it comes to seeing an article or story run on line.

If you’ve got any other ideas of measurement  problems we need solutions for or resources I’ve been missing….please PLEASE share!

~R

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2 Comments »

  1. Every public opinion survey I’ve done for the past 25 years says people get their information from television – even today in the Internet – Knowledge century

    Why should we trust the media? An example is every international publication names Carlos Slim the richest person in the world. The ever chauvinistic Forbes names Bill Gates #1, Warren Buffett #2 and Slim 3. After all, Forbes would not want to name someone outside the U.S. #1. It might also upset the magazine’s advertisers.

    That’s the problem with media today. It patronizes advertisers at the expense of journalistic integrity. Blogs, on the whole, have not fallen victim to this.

    Check the “top” lists of the publication you mentioned. It is always the companies advertising with that publication that reach the zenith of these lists.

  2. P.S. – In regarde to this, “Ability to tell how many people get to an article on line (measured by: 1 day, 1 week, 1 month, 6 months)” there is. It’s called Google Analytics, Technorati, may tools for doing this. I can even tell how much time was spent on each article. That’s why I scoff at people who think SEO is the ultimate


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