Online: how to advertise, update and know an audience
Creating revenue
Making the most of online ad revenue is an important aspect, including to improve editorial quality. Here are some advertising tips given by Greg Swanson, founder of ITZ Publishing, as reported by InLandPress:
“- Readers hate banner ads. They have too often clicked on these ads and been bombarded by pop-ups or been "kidnapped" from the site with no way to return.
- In general, big ads work better than small ads.
- The more ads on the page, the less readers will process the information.
- Web site users are 5 to 7 times more likely to interact with a big ad in an "interruptive" position than with a vertical series of tile ads.
- If readers can "explore" the ad (access new information by scrolling or clicking) without leaving the page, ad interactions increase another 5 to 7 times.
- High-impact, low-clutter rich media ads register the most interaction of any type of ad.”
Frequent updates
Again, this may sound obvious in the age of continuous news desks and web-first publishing, but frequent updates effectively boost web traffic. Even if it’s to dig up old news and give it a spin, or simply change the way in which it’s presented.
"Most visitors prefer to visit your site five times a day for five minutes than once a day for 25 minutes," says Swanson.
Web user statistics
Here are a few general web user statistics from the US. Most of these trends tend to be similar internationally though, and knowing the average audience helps to cater to the existing one, and attract untapped segments:
“- Very strong readership in the 25-to-54 age range (median age for local markets is 42).
- The Web site audience is aging. Baby boomers and Gen Xers continue to use newspaper Web sites, though their numbers are slipping. Visitors' age composition has remained at a steady 10 percent for the 18-24 group.
- Readership is slightly stronger among women than men, especially in local markets (60 percent to 40 percent).
- News is the top driver for site visits for all age groups.
- Online classifieds appeal most to the 18-44 age group.
- Typically, 75 percent or more of all site visitors are in-state. The "footprint" of local Web sites is generally a much broader area than the circulation area.”
For full details, click below.
Source: Inlandpress.org through Ifra Executive News service
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Motorola V3Razor-- US$145
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