Tag: media

During StockholmMediaWeek this afternoon, Mattias Fyrenius from TV4 New Media and Kalle Jungkvist, Aftonbladet New Media, talked about their respective sites which are among the most visited sites in Sweden. Ljungkvist said that the typical visitor to Aftonbladet.se is well educated and visits the site several times a day. The first visit is often in the morning and readers scan most of the content of the front page in order to find stories to read. Subsequent visits are more to check if there have been any updates. Visitors are driven by two different motivations – entertainment or “value”. Entertainment includes stuff like web tv, blogs, the content that is of a more “social” nature. The value driven users are more into niche content like the travel site, the site for parental issues and so forth. Women are more frequent users of the value content than men and there is a tendency to access it more often in the evening. The site has its prime time at 8 PM.

It was also interesting to hear from MSM what many of us have been saying for quite a while, namely that journalists are no longer megaphones. Ljungkvist said that the dialogue with readers is vital and that an effect of the new channels is that readers are no longer as anonymous in their comments as they used to be, which in turn equals higher quality because people tend to be more civil when they are identifiable.

More in Swedish on the event blog.

Tags: sweden, aftonbladet, tv4, stockholmmediaweek. Ping.

Online newspaper advertising in the U.S. rose by 18.8 percent in 2007 to $3.2 billion, according to the Newspaper Association of America [via Mindpark]. And although advertising on newspaper web sites have seen double digit growth for thirteen consecutive quarters, the increase in Q4 was the lowest in the last eight quarters, “only” 13.6 percent.

However, we should not be surprised if this is a temporary dent in the curve. Many news organisations have begun to exploit a resource that has remained largely untouched up til now, namely their archives. About a week ago, Sports Illustrated introduced the Vault, a free part of SI.com that contains all the articles that Sports Illustrated has ever published, many of the images, and some video material. The Vault is expected to account for 5 percent of SI’s online revenue in its first year and then continue to grow.

Other sites have done the same and the experience from for example the New York Times is that the archives drive a significant amount of traffic, with increased ad revenue as a result. When NYT removed its pay wall last September, visits to the archive grew quickly.

– Since then, search traffic to archive pages has more than doubled, and the archives now represent 10 percent of the page views on NYTimes.com, said Diane McNulty, a spokeswoman.

In other words, as more newspaper sites follow the same route, advertising revenue will continue to increase. And with those numbers in mind, it will be interesting to follow how sites like Swedish tabloid Aftonbladet will manage to keep content behind a pay wall. Aftonbladet.se has indeed seen an increase in the number of unique visitors during the last 12 months by about 12 percent, according to KIA Index, so they’re not doing so bad after all.

Tags: advertising, reklam, annonsering, media. Ping.