If there is one fact that neatly sums up the predicament news organizations face, it is this:  Google, long the dominant player in search ads, has now extended its lead to the rest of the digital advertising market. If that were not enough, the search giant has also become an inescapable player in mobile devices. News organizations are increasingly dependent on Google and a handful of other powerful tech firms for the tools and platforms needed to reach their audience.
For most publications, advertising on the Web has generated only a fraction of the revenue print or television advertising once earned, and mobile ads are bringing in only a fraction of what Web ads make.
Online news consumption rose sharply the last two years, following the rapid spread of digital platforms.
In 2012, about 39% of respondents got news online or from a mobile device “yesterday,” (the day before they participated in the survey) up from 34% in 2010, when the survey was last conducted. Americans over 50 are still somewhat less likely to consume news digitally as those under 50: about 43% of those aged 50 to 64 get some form of digital news yesterday compared with 60% of the younger age groups. Some 31% of adults now own a tablet computer, almost three times the share recorded in May 2011.
That growth appears to be a boon for news since accessing news is one of the most popular uses for the devices, enabling Americans to get news whenever they want and wherever they might be. Fully 64% of tablet owners say they get news on their devices weekly and 37% report they do so daily, according to a survey conducted by the Pew Research Center and the Economist Group. For many publications, the trend is rapidly shifting the balance of readership toward mobile. For news operations, this means creating and maintaining news for consumption on more platforms than ever.
This same survey also found 31% of tablet news users said that they spend more time with news since getting their mobile devices. This adds up to a mixed blessing for news outlets: They now have more opportunities to reach new audiences, but they need more resources to deliver content across platforms.
One hopeful sign for news outlets: Even as readers increasingly go digital, the sites they most often look to for news are those of traditional news organizations. For the most part, the top 25 news sites stayed the same in 2012, though a few sites did move up or down in the rankings. Mobile devices are also transforming the news environment through the rise of the so-called second screen phenomenon, in which users log onto the internet while also watching television.
The Pew Research Center asked whether people used two screens simultaneously to follow some election-rated events (rather than using a second device to do unrelated activities like e-mail or shopping). On election night last November, Pew Research found, 27% of those in the country who watched the results used both the internet and television at the same time. Again, the election questions specifically asked about using two devices to follow the same event and do not include individuals who may have used a second screen to do other things. It is this, dual-screening during live news events, that has the most potential for news organizations, offering an opportunity to leverage viewers’ desires to communicate online and to engage more actively with the content they are seeing on the screen, especially if the event is occurring live.
A Verizon study published before the first presidential debate found that people planned to use their second devices in a number of different ways.
For television watching more broadly – which may or may not include news – second screens may be having the opposite effect. Similarly, only 22% of respondents to Google’s August survey said the second screen activity was complementary to the television program.
In 2012, social media continued to expand its role in the news ecosystem, establishing itself as an indispensable tool for distributing content and attracting new readers, as well as for building deeper engagement with current ones.
In early 2012, Sree Sreenivasan, the chief digital officer for Columbia University and a professor of digital media at its Graduate School of Journalism, counted 100 news organizations around the country that had designated social media editors.
The influence of social media also depends on the individual site, its audience – and its design. NewsWhip, a startup company that tracks news shared on social media, published a list in September 2012 of the 50 news sites with the strongest user engagement on Facebook.
The Huffington Post, which was far earlier – and more aggressive – than most news organizations at making social media central to its strategy, easily came out on top.  It boasted more than 2,500 stories with at least 100 Facebook interactions, almost twice that of the Daily Mail in Britain, the next most successful. Another measure of the growing importance of social media – and its ties to the second screen phenomenon – comes from Trendrr.TV, an analytics firm that measures social data around television.
Both Facebook and Twitter have taken steps over the last two years to work with journalism organizations, though some of the tools have faltered. Considerable controversy has also surrounded the “subscribe” feature that Facebook launched in late 2011. Facebook has also continued to launch new features that, while not specifically designed for journalists, could nevertheless increase the site’s importance for news organizations.
Earlier this year, Facebook also introduced an expanded search function called graph search.
A reporter covering the recent school bus strike in New York might have searched for “bus drivers who work around New York” and then culled names of drivers from a particular company or neighborhood to interview.
And while Google Plus, the network started in 2011 by the search giant, is not as widely used by the public – users spend just 1% as much time on the site in a month as they do on Facebook, according to comScore— its importance to journalism lies elsewhere.32 Social engagement within Google Plus is now one measure Google uses in its search algorithms, meaning an article that is popular on Google Plus will do better in search.
In an era of limited resources, however, the seemingly endless array of new platforms raises a challenge for news organizations: Just how much time should they devote to social media – and where should their resources be concentrated?
As readers and advertisers dive headlong into the mobile era, the outlook for news companies remains difficult. The diminishing outlook stems from a host of forces that have been building for years but are hitting with increased fury in the mobile age.
At the same time, news remains a tiny player in a digital market dominated by Apple, Amazon, Google, Facebook and a handful of other tech giants that are far stronger financially and, in many cases, technologically. Digital ads, which outpaced newspaper advertising for the first time in 2011, now make up 23% of overall U.S.
The problem for news is the composition of the digital ad market, starting with the intensifying competition it faces from Google and other tech firms. Together, the five largest companies – Google, Yahoo, Facebook, Microsoft and AOL – pocketed 64% of all digital ad spending in the U.S.
That dominance leaves only a small share of the digital pie available for news organizations – and if anything, their ability to beat back against the tech giants’ strong grip is getting weaker. The digital giants, particularly Facebook and Google, collect and mine vast amounts of data on their users’ hobbies, interests, demographic profiles, political interests and relationships. Moreover, they can also place those ads in front of a much larger national audience, which gives them the high volume needed to remain profitable even as they drive down ad rates and margins for the market as a whole. Already, advertisers using Google and others can take advantage of the location-based data embedded in mobile devices to place ads targeted to where mobile users are and what they are doing. Moreover, because Apple, Amazon and others control the major mobile platforms, news organizations often must give the tech firms a significant slice of their mobile ad revenues. There is another significant way in which the shift to mobile risks further exacerbating the news industry’s financial woes: If Web ads bring in only a fraction of the revenues earned by print ads, mobile ads generally bring in only a fraction of what Web ads earn. As tech firms and others rapidly expand their ability to track consumers as they move around the Web or access information on mobile devices, significant new privacy concerns have also arisen. That constant, downward pressure on digital advertising rates is a key reason many news organizations are shifting strategies to reduce dependence on advertising and increase the revenues coming from digital circulation. The idea is also spreading beyond newspapers: Both The Atlantic and The Daily Beast are considering plans to charge readers for their online content. Whatever the difficulties, digital advertising will nevertheless remain a significant part of the revenue mix for news. That supremacy is a key reason news organizations have faced such difficulties making money on digital news since ads that appear during searches represent nearly half the total digital ad market, yet very little of the money goes directly to news. The market for display advertising continued its rapid rise in 2012, thanks to the sharp expansion of video and sponsorship ads, as well as marketers’ continued appetite for banner ads. The higher growth rate means display, now the second largest digital ad category, is closing the gap with search.
In the mobile realm, display ad revenues have been roughly equal to search from the beginning, and both are rising rapidly.
Theoretically, the shift toward display ads ought to be good for news organizations, since banner and other display ads provide the vast majority of their digital ad revenues. The five companies took in 47% of the display ad market in 2012, down one percentage point from 2011.
More ominous for news, advertisers increasingly view Google, Facebook and other social media sites as better venues for their display ads than news outlets.
News organizations also have to contend with the increasingly powerful role of ad networks in the display arena. Large publishers like The Times or Time magazine can still develop digital ad sales themselves, but many smaller and mid-size news organizations are struggling to compete with the scale and customer data of these larger ad networks.
Americans are watching more online video than ever, and video advertising has exploded in response. Video is now the second-largest ad segment within display, and it is expected to close the gap with banner ads over the next few years. Over all, eMarketer estimates that video will reach 15% of the digital ad market by 2016, up from 8% today.
Even with the strong growth in mobile video viewership, when it comes to advertising dollars, mobile video is still a small piece of the pie – it brought in $152 million in 2012, just under 6% of video ads. To take advantage of that rapid growth, many news organizations have devoted considerable resources recently to building up their video programming. AOL, the parent company of Huffington Post, does not release data on the streaming service, but election night offered one look at how it is doing. Traditional publications such as The Atlantic and Forbes, as well as digital publications BuzzFeed and Gawker, have relied heavily on native ads to quickly build digital ad revenues, and their use is expected to spread. It is difficult to determine how much of that growth is going to local papers or news programming, however.

With the spread of geo-targeting by tech firms and ad networks, defining ads as local as opposed to national has become much more complex. Borrell expects local’s share of digital ad spending to continue to rise.  But the reason may not bode well for news.
The arrival of the tech giants means the makeup of local advertising market will continue to differ considerably from the national market. Given the strain on news organizations of investing in a seemingly endless array of new platforms, some news organizations have begun experimenting with apps created by using HTML5, a technology that enables sites accessed through a browser to look and feel like mobile apps.
The Boston Globe and The Financial Times have succeeded with HTML5 Web apps created in 2011. Facebook launched its initial mobile app using HTML5, a move CEO Mark Zuckerberg ultimately characterized as a mistake that cost the social media site two years of development.  After replacing its HTML5 app in 2012 with separate apps built specifically for Apple and Android devices, the company said it greatly improved its users’ mobile experience.
Albert Humphrey is credited with first introducing SWOT analysis in the 1960’s using data from fortune 500 companies. Competitor analysis is critical for any marketing plan and SWOT analysis provides the perfect way to do this.
Once you identify the weaknesses of your competitors you can highlight them in your landing pages, advertising campaigns and press releases. Probably the biggest advantage of doing a SWOT analysis is that it enables you to identify your weaknesses.
Finally it provides a visual summary of your product or service and how it compares with the competitors. SWOT diagrams are sometimes referred to as SWOT matrices because they are usually presented as matrixes like the one above. You can get started easily using a SWOT analysis template readily available on the Internet.
For example a technological factor like emergence of HTML5 can be considered as a threat to Adobe, which is responsible for developing and maintaining Flash. An outstanding title can increase tweets, Facebook Likes, and visitor traffic by 50% or more. Generate great titles for your articles and blog posts with the Tweak Your Biz Title Generator. Hi Nishadha, I love how you’ve used the Apple example above to explain SWOT, makes it so much easier to apply to our businesses. As a student I wish u could just post the more importance of the SWOT analysis in marketing and I think this website is the best for small starting up businesses. Not only for average small business owners, but even large businesses can make use of it to measure themselves against competitors. Tweak Your Biz is a business community - a place where business professionals like you can stand out.
Now, the rapid advance of the mobile era threatens a whole new level of upheaval, as both the costs and technological challenges of keeping up in the swiftly evolving news ecosystem multiply. In 2012, it also became the largest player in display advertising and the nascent market of mobile ads. And while mobile apps have started to develop as a new source of subscription revenues – and, in some cases, readership – for now that revenue stream also remains small. In fact, online was the only category of news that showed growth in Pew Research Center’s 2012 News Media Consumption survey. And when other online and digital news sources are included, the share of people who got news from one or more digital forms on an average day rises to 50%, just below the audience for television news (which combines cable, local and network), but  ahead of print newspapers and radio (29% and 33%, respectively).3 A further breakdown shows that 19% of respondents got news from social media and 16% did so from e-mail, while 8% said they’d listened to a podcast. What stands out more, when it comes to age, is the degree those under 30 are moving away from traditional delivery systems altogether.
Indeed, the proliferation of devices is giving rise to a new multiplatform news consumer, one who accesses news through a combination of different devices and traditional sources.
The trend is nearly identical for smartphone owners – 62% get news on their device weekly and 36% do so daily.
Katie Zhu, a mobile app developer at NPR, wrote in a recent blog post that mobile brought in 50% of the traffic to an election night feature tracking electoral votes. Similarly, about three quarters of smartphone owners say they also get news on laptops or desktops, while a little over a quarter of them get news on a tablet. Among tablet owners 65 or older, fully 61% say that the news they get on their device is adding to their news consumption.
The three leading online measurement firms – comScore, Nielsen and Experian Hitwise – compute digital traffic in different ways, so their raw numbers do not match up. Although the practice goes well beyond news, it has become popular around live news events such as the U.S.
Other data suggest that even more people may fall into the second category.  An August survey by Google, for example, reported that three-quarters of respondents said they watch TV while interacting with another device. There is also room for supplementary programming: During the 2012 political conventions, for example, Yahoo and ABC News featured additional segments and guest interviews on their websites that complemented the network’s traditional coverage of the convention floor.
Nearly half the respondents, 46%, said they would use a second screen to track broadcast media. And Nielsen data suggests that much second screen activity involves e-mail, whether tied to what is being watched or not.
A June 2012 Pew Research Center study found that 19% of Americans saw news or news headlines on a social network “yesterday,” more than double the 9% who’d done so in 2010. Major news brands like The New York Times and CNN also made the top 10, as did BuzzFeed, the fast-growing digital native site that was created with social media as part of its DNA.
During the week of the election, for example, it measured network and cable television mentions in social media. A series of Facebook “social readers” that The Washington Post, Yahoo News and others launched starting in late 2011 to share stories automatically have faded from the site. The feature allows journalists to easily share content with their followers on the site, but many who use it have complained in recent months that their followers are no longer seeing their posts. In early March 2013, for example, it introduced a redesigned News Feed that allows users to track multiple dedicated feeds containing only posts on news, music, photos or other types of content. Vadim Lavrusik, the journalist program manager for Facebook, says it has considerable potential as a tool to help reporters find sources. For much of the past 15 years, news organizations have been forced to trade print dollars for digital dimes, as revenues from print and television evaporated far faster than digital revenues have grown. First, the intensifying competition from automated advertising networks – which operate as middlemen, connecting marketers who want to place an ad with websites that have space to sell – together with the low quality of many mobile ads (particularly on smartphones, where the tiny ads can be hard to read and navigate) are driving digital ad rates even lower. Even as their revenue picture darkens, news organizations have little choice but to invest time, personnel and resources in the proliferating spate of digital and mobile platforms their readers are using. An app for Google Play, the online media store run by the search giant, is next, followed by one for Windows 8. While no separate tally breaking out the news industry’s share of digital ads exists, one daunting truth is clear: News is a tiny player in a market dominated by the large technology companies like Google and Facebook. Every time a user “likes” a post on Facebook, conducts a search on Google, or watches a video on YouTube (which Google owns), the companies gain additional data they can use to identify their users’ interests.
Given the rapid shift of news consumption to smartphones and tablets, mobile would seem to offer tremendous potential for legacy media. Given the complexities of mobile, even the weakest of the tech giants is in a far stronger financial and technological position to develop those abilities than all but the largest news organizations.
The standard measure used to price digital ads, the cost per thousand impressions (CPM), averages about $3.50 for Web ads, according to the internet analyst and venture capitalist Mary Meeker.
Over the last year, many have moved to put at least some of their content behind pay walls.
And blogger Andrew Sullivan has also begun a closely watched experiment after leaving The Daily Beast to run his own site independently, using a metered subscription model. Banners are the largest segment of display ads, followed by video ads, rich media and sponsorship ads.
The five tech companies that control the overall market for online ads also have a strong hold on display ads. Both Google and Facebook have increased their investments in the display ads market, giving the two an even larger edge in the race for advertising dollars. These networks match marketers that  want to place ads with websites that have open space to sell – and they often do so in real time – with highly specific ads geared to an individual consumer’s interests. Large independent ad networks like AdBrite and ValueClick have also become big players in display advertising. Instead, they sell digital ads through these networks – but in doing so, they must give the networks a share of the revenues the ads bring in. It increased 47%, to $2.9 billion, in 2012, by far the highest growth rate of all digital ad segments.
Some 38% of respondents to the recent Pew Research Center study on mobile news said they used their tablets weekly to watch video; 12% said they did so daily.
So-called “pre-roll ads” – which get the highest ad rates because they run at the beginning of a video clip – account for the majority of these ads. As more powerful mobile devices become increasingly available and mobile broadband networks improve, eMarketer projects mobile advertising will reach $1.2 billion by 2016, or 10% of the total mobile advertising market. Reuters and The Wall Street Journal were among many news organizations to launch video programming in partnership with YouTube last year as part of the video platform’s $100 million investment in creating original programming to compete more directly with TV. Neither The Wall Street Journal nor Reuters drew enough viewers for YouTube to continue investing in their channels.52   The Journal’s videos often brought in weekly viewership between 500,000 and a million, while Reuters’ ranged from 200,000 to 400,000 viewers, according to the Nieman Journalism Lab. In an interview with BuzzFeed, Roy Sekof, the head of Huffington Post Live, said that it drew 1.5 million viewers who stayed an average of 12 minutes.
Promoted tweets on Twitter account for some of the growth, along with the rise of native ads – the digital term for advertorials containing advertiser-produced stories, which often run alongside a site’s own editorial content. According to tech website PandoDaily, major publishers including Hearst, Time and Conde Nast, are investing in formats to run native ads, as are many local newspapers.55 They can be more labor-intensive for advertisers than standard ads, however, as they typically involve developing unique content for each site. In January, The Atlantic was heavily criticized for running a highly laudatory native ad by the Church of Scientology and allowing its marketing staff to delete negative reader comments.

In recent years, national advertisers have turned to Google, Facebook and other large networks to buy ads that once would have been considered local. If Wal-Mart uses Facebook to target shoppers in different regions across the country with a particular ad, for example, only the ads seen by users who live in roughly the same zip code as a local Wal-Mart would count as local. Google, Facebook and others are moving beyond selling geo-targeted ads to national brands and they are also improving their ability to sell ad space to smaller, truly local, advertisers.
Though they function much like an Apple or an Android app, readers do not have to download them through the Apple or Kindle stores and news organizations do not have to share revenues with Google or Apple. Because HTML5 apps work across mobile devices, news organizations do not have to develop separate apps for each platform.
Others have been far more wary of the technology, which is still relatively new and fragmented. Developing an HTML5 Web app can cost the same as a standard Web app, yet it is unclear if the benefits outweigh the costs. Developing an entirely separate app in HTML5 is expensive, so, given the performance so far, is it worth it? It will help you to say the right thing to different people and help you to answer those very important questions, what makes you different and Why Should I Choose You?
Since then it’s used by many businesses around the world to asses various projects and business ventures.
Usually a PEST analysis is done before a SWOT analysis to provide the details for opportunities and threats section. Look for common weaknesses in your competitors and include them in your marketing so it would be appealing for many people and also for people looking for alternatives. This will enable you to identify potential opportunities and seize them if they matches your strengths.
Since you’re likely to share and collaborate with others when doing the analysis it is always a good idea to choose software that supports collaboration. Strengths and weaknesses are considered internal to your organization and can be filled relatively easily. A PEST analysis – a process to analyze political, economic, social and technological factors – is usually used to fill in the details for opportunities and threats.
Similarly a political factor like turmoil in Greece can be considered a threat to any bank operating in Greece. But it provides a good overall view of your business in a visual and concise manner, making it easy for the marketers.
I have more than seven years hands on experience in SEO, social media marketing, content marketing and many other aspects of digital marketing.
I remembered using a computer program for creating a SWOT analysis in a business case during my university studies. Read the specialists, share your opinions and sign up to become recognized for sharing your expertise by writing on this site! The shift to mobile, for example, is making news an ever-more expensive arena in which to operate, but it is not yet producing the kind of new revenues to back up news organizations that will allow them to support those expenses. Strong brands with solid reputations still matter, according to our data.  But the twin challenges of maintaining the financial strength and technological savvy to foster those brands will only intensify.
That compares with just 45% among other age groups.10 ,11 In a way, though, this is understandable. By creating broadcast and digital content that capitalizes on the dual-screen trend, news organizations can deepen ties with readers and viewers. CNN led among cable channels – its coverage was mentioned nearly 2 million times in social media – followed by Fox News, at almost 1.8 million. Initial traffic gains fell quickly after many users responded poorly to stories shared by algorithms, rather than by their friends. The new feed, which Facebook CEO Mark Zuckerberg likened to a “personalized newspaper,” could eliminate the problems Bilton complained about and make it easier for users to track posts from the journalists and news organizations they most want to follow.
In effect, journalists who take advantage of graph search will have access to many of the same targeting tools that Facebook offers its advertisers.  The new function allows anyone to search posts, pictures, and other public material on the site (such as company or university affiliation) using natural language queries rather than key words and then drill down to specifics, such as location, demographics or time frame. They are second only to television ads in terms of overall dollars, and are growing three times faster. As a result, both companies offer advertisers a far more sophisticated ability to target specific ads toward consumers than most media companies can muster – and they can increasingly do so in real time by tracking users as they surf the Web.
Yet many news organizations are falling behind the curve as the big tech companies invest heavily in the emerging technology. Following The New York Times’s success at charging to read its content online, roughly 400 of the country’s 1,350 papers have now instituted metered payment plans or are planning to do so this year, according to Poynter. Digital advertising is made up of eight core segments, the largest of which has long been the search. Google and Facebook, in particular, have brought the same sophisticated ad-targeting techniques used in search ads to the market for banner, video and other display ads, giving them an advantage over many media organizations.
If a reader goes to a sports news site looking for game scores, he might receive ads for sports equipment or tickets to a local event, for example. In recent years, it has spent over $4 billion on ad technology companies such as DoubleClick47  to build up a network. All of these networks are generally more cost-effective and easier for advertisers to use than individual news sites. Video ads bring in higher rates than banner ads, providing news organizations the opportunity to charge more for the content on their sites. A local digital ad is defined as one purchased by a company, or its regional unit, that is in the same market as the ad appears. The same ad sent to a shopper in a somewhat more distant zip code would, in some cases, be considered a national buy. To maintain a strong share of local digital ads, news organizations will need to increase their own ability to target or work with the ad networks. Nor do they have to give up a share of advertising revenues or give up control of subscriber data, as Apple and the others demand.
Moreover, current HTML5 apps do not offer the same functionality as mobile apps built specifically for those platforms.
The lack of broad adoption of HTML5 among large news organizations suggests that it does not offer enough benefits, at least not yet. You’re thinking of all possible channels like newspapers, popular blogs, social media and press releases. Once you have the complete SWOT diagrams of you and your competitors you can make better decisions regarding your marketing plan.
For example you might have real-time collaboration in your application, but if your competitors are doing a better job it then it is a weakness.
If you already have Visio as your diagramming tool it is important to remember that Microsoft does support real-time collaboration via shared point. Marketers might have to work with other departments to fine tune the facts and also to learn about future planned releases, branch openings etc. Nowadays I do a simple version of it together with a lean canvas business model exercise in 20 minutes. It is traditionally the case that older adults are more avid news consumers than younger adults.
Well-known news brands – the websites of newspapers, cable and network news – account for 20 of the 25 most popular news sites listed by comScore, for example. While it is still early to measure results, the small survey data available so far are fairly promising – and more so for news than for entertainment viewing.
Roughly 34% of those aged 18 to 24 said they saw news on a social networking site yesterday, up from 12% in 2010, and so did 30% of 30-to-39-year olds, up from 19% in 2010.
The combination is further straining news organizations’ already stretched finances – one reason that publishers like The New York Times, Time Inc. Even those previously opposed, such as The Washington Post and The Seattle Times, are considering them.
And increasingly, the ads users see will also reflect the recent websites they have visited. Google now places targeted display ads on millions of other websites through its DoubleClick Ad Exchange.48 And after aggressively ramping up ads on its own site, Facebook is also working to create a similar network so that it, too, can sell targeted ads to websites around the country using the data it has gathered on its users. Their massive scope and the huge amount of space they have opened up to advertising have also driven digital ad rates down, further limiting the digital revenues available to news. They do not have easy access to smartphone features like GPS that allows readers to get directions to an event listed on the site or advertisers to target ads by location, for example.
As the technology develops, however, many believe that the solution will ultimately be hybrid apps, those built with an HTML5 base to increase flexibility, but which can then be customized for the Apple and Android worlds at much lower cost. But before you market your product or service to people it is important to remember that features are good, but it’s the differentiators that matter. Apple is a global brand with many high level projects, so the below SWOT diagram is a bit simplistic, but see how it quickly conveys the relevant information in an easy to understand manner.
Would like to see your take on how to do a competitive analysis in a hyper-competitive international industry. So the older adults who have invested in a tablet or smartphone are even more likely to be news junkies who appreciate getting news on multiple platforms. Still, this is far smaller than the percentage coming from search queries, which average 23%, according to Experian Hitwise. A reader who has recently looked at a new pair of sunglasses on an eyewear site might see an ad for the very same sunglasses pop up later in the day when checking the headlines on a news site or looking at a social media feed.

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