Posts tagged with Advertising

Murdoch: Technology is content

As most newspapers cut back on their budgets and staff, Rupert Murdoch's Wall Street Journal is expanding — launching a new New York section to rival The New York Times' coverage (and steal some of its rival publication's advertising).

Today, Murdoch outlined his logic in growing the paper while other papers shutter their local bureaus. Speaking at the Real Estate Board of New York meeting, he put it simply:

"Technology is putting a premium on content."

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The Wall Street Journal's play for local could steal New York Times advertisers

Rupert Murdoch's Wall Street Journal is making a major play for local this year. The newspaper has hired a large, capable staff (disclosure: many are my former colleagues from The New York Sun) to create a New York focused arts and culture section. The section won't debut until the Spring, but when it does, chances are, it could take a large chunk of The New York Times' advertisers with it. 

Why? Because luxury advertisers are often based in New York or targeting its residents and they are more likely to reallocate their ad budgets than increase them in the coming year.


CitySearch is creating a directory of local business tweets

With all of the landgrabbing going on in local marketing right now, Citysearch is trying its best to retain relevance in the space. The latest in its bid to help local business (and its bottom line) is a directory of local business tweets that will help position CitySearch as the go-to for real-time business information.

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Three possible ways to cash in on Twitter ads

Twitter ads are apparently almost here. After what seems like years and years of speculation, Twitter says that a roll-out of an ad-driven business model is "imminent".

The revelation came during a panel discussion at the IAB Annual Leadership Meeting 2010. One of the panel members, Anamitra Banerji, is Twitter's head of product management and monetization. In response to a question about timing, Banerji seemed to indicate that Twitter could begin a launch of some sort within the next month.


Citysearch debuts CityGrid, a local advertising network

It may be awhile since you've thought about CitySearch, but the local listings site is not ready to roll over and let Google or Yelp corner the local ad market. Today CitySearch announced the launch of CityGrid, a bid to turn the company's voluminous local listings into the largest content and advertising network for local.


NBC will track digital dimes for the Winter Olympics

NBC chief Jeff Zucker has made it clear that he doesn't want to share major sporting events on the web in real time, because of the dollars that will be lost from broadcast television advertising.

But that doesn't mean the network isn't interested in seeing where its digital dimes could be going. This year for the Vancouver Winter Games, NBC plans to track consumer consumption across channels.


Online advertisers bring a little blue square to the privacy debate

Can a little blue square save the online advertising industry from regulation? The Future of Privacy Forum hopes it will. The advocacy group created the icon (at right) to provide more information to consumers about the ads being served to them online. 

Now they just have to hope that consumers click on it.


How small newspapers can make money from Twitter

Big newspapers are joining Twitter at an alarming rate, in part because it offers another avenue for story ideas and scoops. Some newspaper execs are also trying to find a way to make money from Twitter.

This is a tricky area, because the people who use Twitter have shown that they are not fans of spam, or anything remotely resembling spam, and will take swift action (unfollow, possibly report the account) if it is suspected.

For big newspapers, which often have big debt loads and vastly diverse audiences, using Twitter as an advertising platform is challenging. But for small and medium-sized titles, an opportunity exists.


Pepsi sits out the Super Bowl, but advertisers still want in on those audience numbers

Pepsi and General Motors may be skipping the Super Bowl this year, but that doesn't mean that CBS is hurting for advertisers. The network announced today that 95% of its ads are sold out for next month's game. 

While Pepsi's decision may have led a VP at the soft drink company to declare that "brands should not blindly anchor themselves to history" last month, pre-sales for the game prove that as long as America's most popular sporting event continues to reach over 90 million viewers a year, advertisers will keep biting.


Google is going after Yelp's business whether Yelp comes along or not

For many startups, a purchase bid from Google may seem like an offer they can't refuse. But Yelp has done just that. The search giant was in talks to purchase the local ratings site, but Yelp founder Jeremy Stoppleman walked away from talks this weekend.

TechCrunch reports that Yelp turned down an offer of half a billion dollars from the search giant and speculates that it got another bid or partnership that made selling less than necessary.

Hopefully the recommendation site has some good tricks up its sleeve, because Google's recent moves show that the company is serious about local. And while standing athwart Google yelling "Stop!" may seem a noble cause, many companies have crashed and burned with this strategy before Yelp came along.


IAB begins new creepy campaign to fight off regulation online

The online ad industry is fighting back complaints that it violates consumer privacy with a creepy new ad campaign. Literally, new online ads defending online advertising tactics are running with the tagline "advertising is creepy."

Much of the confusion about the ongoing privacy wars online comes down to consumer ignorance on the matter. The Internet Advertising Bureau is hoping to change that with the campaign that launched today — set to reach every American online. But even confronted with the details of online advertising, will consumers listen?

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Study: The ad industry is on the rebound

The ongoing economic crisis has done much to change the futures and perceptions of many industries. The advertising sector is one that many prognosticators have deemed forever changed. Ad dollars lost over the last two years are not ever coming back, they say. But a new study has found a widespread optimism has returned to advertising, with many executives expecting dollars and budgets to increase in the coming months.

According to Advertiser Perceptions Inc., optimism among ad executives is the highest it's been in two years, and ad spending plans are trending upward for most major media. If those plans come to fruition, advertisers will have a lot to be thankful for as November and 2009 come to an end.

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