2016 Niche Digital Conference - Details coming soon!Denver, CO September 19 - 21, 2016 Get Your Tweet On! To download 2015 presentation slides, click here, then just follow the instructions at the top of the page. In this action-packed keynote address, author, former television producer and dynamic speaker around the globe Andrew Davis will challenge and inspire you to embrace a new kind of editorial talent: one that doesn’t end at the byline.
In an online world where publishing success is being defined by your ability to get closer to your audience’s everyday experiences, you’ll uncover how simply elevating your talent expands your revenue potential. Benny DiCecca, CEO of Wellesley Information Services, is leading the charge in his own organization, taking content from print, using it to build community, and setting the right online revenue-generating programs in place to drive growth. This past year, digital advertising online and via mobile crossed the $40 billion mark for the first time ever, according to the Internet Advertising Bureau. Since 2004, the average growth rate has been 18 percent. It’s important to note that, while web and mobile advertising revenues beat out broadcast TV for the first time, broadcast + cable advertising revenues still dwarf the digital take. The top 10 companies in the mobile and online ad space have almost three quarters of all the ad revenue, the IAB said. Unfortunately, the IAB could not break out which companies are in those top 10, since companies report their revenue figures in confidence. That concentration has remained fairly stable for the past decade, even as the ad world has expanded by a factor of six, fluctuating only between 69 and 74 percent. Financial services made up 13 percent of revenues, automotive was 12 percent, and telecom accounted for nine percent of the total digital ad spend.
Search is down from 46 percent in 2012 to 43 percent in 2013, while display is down two percentage points from 21 to 19 percent. More: MobileBeat 2016 is focused on the paradigm shift from apps to AI, messaging, and chatbots. According to the IAB retailers were the largest single category of online advertisers, spending 21 percent of total online ad dollars in 2013.
MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23.
At a few smart legacy news companies, there’s digital advertising growth and smart strategy.
As we approach the middle of the 2010s, where do newspapers fit in the battle for America’s largest ad sector — digital? And how well are all those paywalls doing? Two reports tumbled into the public sphere within a week of each other recently, and together, they help us answer both questions.
The numbers here show that the newspaper industry overall — a relative minority of leading-edge players aside — is trending the wrong way.
Curiously, that last number — part of a study PwC (PricewaterhouseCoopers) did for IAB — counts $5.8 billion less in overall newspaper advertising than does the Newspaper Association of America (NAA), which released the other big summary 2013 report. Metrics are a big issue in the web world, but this ad delta — print and digital combined — is an outsized one. Each newspaper company reports (and internally allocates) its digital ad revenues by its own standards, so it’s tough to get apples-to-apples comparisons about how well these publicly reported numbers differ company by company. What we can see in this NAA assemblage of numbers is that digital advertising growth has become an increasing challenge for all newspaper companies.
That takes us back to the recession-wracked year of 2009, when overall advertising dropped 19 percent — and that’s what took the breath out of the industry. This is where we need a New Yorker cartoon: Silver-haired mid-aughts newspaper CEO standing in front of chart, presiding at an impressively long, carved from a single exotic tree and flown in from wherever, whatever-the-expense, table.
Put a few numbers together and we can see that newspapers take only about 8 percent of all digital ad spending, a share that’s clearly in decline.
Digital classifieds revenues, a traditional newspaper strength, were up but 2 percent, to $664 million. A few have prioritized print over digital — the Orange County Register’s Eric Spitz is the most vocal in that camp. The IAB data tells us something else about the 2015-18 digital ad ecosystem: Publishers may succeed best by aligning themselves with one or several of the top 10 players. Then there’s Facebook, now building itself into an ad network, which will no doubt be used by newspaper companies.

RELATED ARTICLEThe newsonomics of majority reader revenueMay 31, 2012Finally, let’s get back to that other growth area for newspaper companies, what I have identified as the revolution of reader revenue. RELATED ARTICLEThe newsonomics of zero and The New York TimesFebruary 14, 2013There are lots of moving pieces with reader revenue, but looking at individual company numbers, it looks like reader revenue growth may already be slowing — and that would be bad news for publishers still searching for a way to first get to zero revenue growth — and then, hopefully, positive revenue growth. Mediocre execution: Press+, the largest supplier of digital sub services, has made a major point of how much reader revenue varies among its affiliates, as much as 10?, all based on the fundamentals of pricing and marketing. Too much cutting: The amount of news content, too, is a driver of digital subscription success, Press+ has noted.
First-year price increases — when papers started restricting digital access — may be tough to match in the second and third years. As to why reader revenue increases are slowing, I believe there is a singular answer to this: the number of people willing to pay for content is simply close to maxing out. It follows that constraining audience growth (and, thus, our customer intelligence) compromises our ability to deliver value to our advertisers – perhaps contributing to that “troubling trend in digital ad revenue growth” you so accurately observe.
0tweetsHow Atlas Obscura helps its web audience discover the real worldEvents like its upcoming Obscura Day are meant to help the site’s digital readers discover places they previously only read about. Fuego is our heat-seeking Twitter bot, tracking the links the future-of-journalism crowd is talking about most on Twitter.
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
The graph presents the digital search advertising revenue growth in the United States in 2015, and provides a forecast thereof until 2020. Statista’s Digital Market Outlook offers forecasts, detailed market insights and essential performance indicators of the most significant areas in the “Digital Economy”, including various digital goods and services. 2011 will be remembered as yet another dismal year for most of the technology trade publishing sector. It was one more example of where advertising revenue could no longer sustain a legacy print publishing business -- even after it's been rebooted as a lower-cost online-only publication.
This phenomenon, the prospect of prolonged low profitability, will surely claim more publication closures and traditional media company victims in 2012, but the broader market outlook is apparently not as bleak -- from a top-line advertising revenue perspective. Online has moved ahead of some traditional media -- especially print newspapers and magazines. All-new Niche Digital Conference sessions, fully updated Camp Niche Ad Sales Training, and brand new Hands-On Revenue Workshops. 20 New Sessions -- 100% Focused on Generating Revenue OnlineBonus Online Revenue Hands-On Workshops September 19thWe've included the Camp Niche Ad Sales Training Track!
It’s the publisher’s who’ve embraced the simple idea that bylines are brands who have realized new revenue streams, created new events, launched new web properties, even spun-off new lines of business. In this special luncheon keynote, information design guru Bill Shander will explain his innovative 4x4 model for content, an approach that will help you communicate anything – especially data – while getting the right people to the right information at the right time.
Check out the programming and speakers at VentureBeat’s Mobile Summit, coming next week in San Francisco! Retail is the largest category, at 21 percent, of Internet and mobile ad spend, according to the IAB.
Not only is mobile growing, but digital video jumped up to the fourth-biggest category of digital ad spend, at $2.8 billion. And while display ads grew six percent in 2013, video-based ads are growing faster, according to the IAB. CPM, or cost per thousand views, was up slightly to 33 percent, while performance-based models like CPA (cost per acquisition) dipped slightly to 65 percent.
He writes a personal blog, Screenwerk, about connecting the dots between digital media and real-world consumer behavior.
But most newspaper companies are finding the important numbers are still headed in the wrong direction. Both digital ad revenue and reader revenue continue to grow, but both are less positive than they were a year ago. First, though, let’s compare the IAB report with that NAA report that came out at the end of last week.
NAA’s compilation is a fairly comprehensive extrapolation, based on 24 newspaper media enterprises, including all the public companies and some private ones.
Clearly, some would-be customers are balking at paying increased prices (when digital access is added to print) for what they perceive to be (and which often is) less news.

Alongside revenue forecasts for 50 countries worldwide, Statista offers additional insights into consumer trends and demographic structure of digital consumer markets. Growth will be in the 3 to 4 percent range for the remainder of the forecast period, with spending reaching nearly $200 billion by 2016. Traditional media ad spending -- aside from a few dim bright spots, such as TV -- will stagnate during the forecast period. Sign up by September 6th and save up to $150 as an early bird!  Register today for SUPER savings!
The future of the publishing industry isn’t in expanding your masthead brand, it’s in elevating your talent. You’ll be inspired to re-think the way you hire talent by looking for people that dream of being more than a writer.
Benny will teach you how to flip the model and funnel print into multiple channels to drive online revenue growth. He’ll explain the ways in which publishers can become better storytellers in the digital age to increase engagement, retention and social sharing.
But even so, it’s very concentrated in the hands of industry giants such as Google and Facebook. Search, which continued to be the largest single category of online advertising, saw revenues of $18.4 billion or 43 percent of total 2013 revenue. Before that, it all felt like upside: Digital ads grew at annual rates between 18 percent and 31 percent between 2004 and 2007.
The digital ad arrow rocketed higher and at a sharper angle than nearly anyone would have believed 10 years ago.
The next tier, those companies ranked 11th to 25th, account for another 10 percent — leaving 19 percent of the largest ad category in the country for everyone else.
Those companies are using a new portfolio of good techniques, deploying advanced ad technology and optimization, selling local digital marketing services, and retooling their sale forces to widen and deepen relationships with advertisers. Take the Local Media Consortium, which grew out of major newspaper publishers’ relationship with Yahoo ad tech. Overall, NAA put the best face it could on its numbers, noting industry revenue was only down 2.6 percent.
In 2016, eMarketer optimistically expects advertisers to spend an amazing $62 billion online. Follow Benny’s model to a host of big revenue opportunities – from channel sponsorship to demand generation to display advertising, with the metrics to back it up all while capturing and engaging your online communities and print audience.
The gulf between digital and newspaper advertising is now enormous, and still growing: Digital advertising grew 17 percent year over year. It now uses Google’s DoubleClick Ad Exchange, as do many other individual chains and papers. Newspaper pricing, after an initial blush of paywall-inspired increase in 2011-13, may be hitting a wall.
That’s still down, though, and those digital ad and reader revenue growth rates are going in the wrong direction.
And the newspaper print ad arrow plummeted, a fall that now looks stuck at about an annual 8 percent rate. It’s a performance that may raise new questions for the spate of new owners, and the would-be buyers of properties on the market or soon to come to market. Such content may not include curation or investigative reporting that our newsrooms are designed to deliver – but, I believe, that curation is something too few will actually pay for. Passing TV is another milestone, coming just a year after digital surpassed print (newspaper + magazine) spending. Some charge extra for digital access; many include it as part of single-priced print-plus-digital sub. Savvy and strategy publishers need to look closely at how to leverage print content across our digital channels to make serious money online. The singular compelling idea: Get more reader revenue to help offset the awful decline of print ad money.

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