Another Chock-a-block month of news has passed so let’s get on with it….
The News of The World has launched a multi million-pound marketing campaign in support of its new glossy supplement, Fabulous. A replacement for the paper’s Sunday Magazine, Fabulous has been compared with Emap’s Grazia, and is promised to be “big on everything”. Although this is simply another glossy Sunday supp revamp (see also the recent redesign of You, and the launches of Live and Seven), Fabulous is dabbling in a bit of a swanky media crossover. The supplement will be linked with a rather cunning e-commerce website, on which readers can purchase all the clothing and accessories shown in the photoshoots within the magazine.
Online News Going Strong
The last week of January saw the footfall of newspaper websites increase to its highest level for three years, as a slew of strong finance-related news stories drove curious desk-bound readers to online news portals. 1.48% of all UK web traffic was accounted for by newspaper websites, according to Hitwise, while the rampant swings in the global stock markets ensured that searches for ‘FTSE’ rose by 223%.
Captain Clickback says: “As well as demonstrating growing concerns over the economy, these figures show the increased trust consumers have in online news outlets and the internet in general. This is also illustrative of the way online media are consumed: while printed media develop and maintain a loyal readership, curious web-users are to a large extent willing to let search engines decide which site delivers their news to them. In a related story, The Times and The Daily Telegraph have both announced plans to host online archives of their past print publications.”
Perhaps recognizing which side its bread is buttered on, Web 2.0 champions You Tube have announced a partnership scheme that will allow users who post videos to share in the site’s advertising revenue. Launched in the UK on January 31st, the scheme has already been in place in the USA since last year, where the most successful posters receive thousands of dollars each month.
Research carried out on behalf of Sony Ericsson has revealed that in-flight advertising, including branded tray tables, is more effective than poster sites within airport terminals. In the research, 28% of respondents recalled Sony’s advertisement unprompted, while 59% claimed to pay more attention to in-flight advertising than they do to airport posters.
Captain Clickback says: “It makes sense that a captive audience, such as those onboard an aeroplane, would have more time to absorb and think about the advertising they are exposed to than would people rushing through an airport terminal. We can reach potential consumers onboard any number of transport vehicles, each with a healthy recall rate.”
Titan Get Digital
Already the purveyor of Transvision; digital poster sites at key train stations, Titan have now launched a range of digital 48-sheets across London and Manchester. With the first 48-sheet panel now available in Kensington, and another 14 planned between the two cities, Titan are also launching digital 6-sheet panels in London Victoria train station and Birmingham’s Bullring shopping centre.
Podcasts Increase Radio Listenership
Having studied consumption of Podcasts and radio listenership alongside each other for the first time, RAJAR has found that 18% of respondents have listened to more live radio since they begun downloading podcasts, while only 8% listen to less. 31% of podcast users claim now to listen to live radio programmes that had previously passed them by. The same survey has revealed that, including both live streaming and ‘listen again’ opportunities, 8.1 million people now listen to the radio online. 80% of all podcast users listen on their home computer while 61% use a portable device. As we might expect, Podcast consumption peaks during the evening.
Captain Clickback says: “As well as revealing some interesting facts about the way online radio is consumed, this survey also has consequences for the advertising industry. 58% of the survey’s participants said that they would be willing to download podcasts which contained advertising provided that the material itself was freely available. Only 28% were willing to pay for the privilege of listening to podcasts containing advertising.”
That’s your lot for another month. If any of these stories has caught your attention, please reply to this address or contact your team for further details.
SEE YOU NEXT TIME!!!