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Pete Incaviglia

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Jul 24, 2007
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So, last week's online stats were sent around our newsroom.

We had five thousands LESS "unique visitors" than we have subscribers who get the paper EVERY DAY!

How's that internet working out?
 
Pete Incaviglia said:
So, last week's online stats were sent around our newsroom.

We had five thousands LESS "unique visitors" than we have subscribers who get the paper EVERY DAY!

How's that internet working out?

What efforts are your paper taking to increase "unique visitors?" You have an entire circulation department dedicated to getting the paper into the hands of subscribers. How many people do you have dedicated to internet marketing? Do you have daily emails? Do you have text messages to alert potential readers to breaking news? Do you have an RSS feed?

What do you think would happen if you left all your papers in the warehouse and just waited for subscribers to pick up the papers? That's how many newspapers are treating their online content. "Well we put it on the web, what more do you expect?"
 
McNuggetsMan said:
What efforts are your paper taking to increase "unique visitors?" You have an entire circulation department dedicated to getting the paper into the hands of subscribers. How many people do you have dedicated to internet marketing? Do you have daily emails? Do you have text messages to alert potential readers to breaking news? Do you have an RSS feed?

What do you think would happen if you left all your papers in the warehouse and just waited for subscribers to pick up the papers? That's how many newspapers are treating their online content. "Well we put it on the web, what more do you expect?"

Thank you.
 
Pete Incaviglia said:
So, last week's online stats were sent around our newsroom.

We had five thousands LESS "unique visitors" than we have subscribers who get the paper EVERY DAY!

How's that internet working out?

It's about marketing and content. How often is the Web site updated? Any original Web content? What type of stories are on the front page of the Web site?

There are several newspaper in my chain that have a lot more uniques than subscribers. The one's that don't, I can tell why just looking by looking at the main page. Old stories. Stories about some boring Cookie Club meeting. Gamers that are two days old. Web surfers want new content.
 
Our paper offers RSS feeds, updates breaking news as it happens, has blogs for seemingly everything (some I find of quality), a new video five times a week, at least one slide show per day, uses facebook, uses twitter.

Need I say more?
 
Johnny Dangerously said:
Yes, tell me why they called it 5,000 less unique visitors instead of 5,000 fewer visitors.

:P

Ouch! It's gotta be the grammar!
 
I still don't think newspapers understand that perusing a Web site for news is different than reading a newspaper. People want to get in and get out.
I really like the way Newser.com aggregates their stuff - sure I'd prefer it if they slotted the news, business, sports and entertainment stuff in their own categories, but I enjoy the feature that provides the first graf of the story without having to click.
 
Pete Incaviglia said:
Our paper offers RSS feeds, updates breaking news as it happens, has blogs for seemingly everything (some I find of quality), a new video five times a week, at least one slide show per day, uses facebook, uses twitter.

Need I say more?

Design?
 
There's a lot more competition on the Web. You can't just put crap content up under the paper's name and expect people to flock to it.

You have to market it and it has to actually be interesting. Two things many newspapers don't do as well as they should.
 
All the internet did for newspapers was hurry the extinction of newspapers. By thinking it was the way to go and would be ultimately profitable, the internet hurried the slashings of newspaper staffs and crucified the newsprint product. Bye bye newspaper business thanks to said internet.
 
Fredrick said:
All the internet did for newspapers was hurry the extinction of newspapers. By thinking it was the way to go and would be ultimately profitable, the internet hurried the slashings of newspaper staffs and crucified the newsprint product. Bye bye newspaper business thanks to said internet.

Freddy, when would newspapers die out if the Internet didn't exist?
 
Say your circ is 20k, and you get 15,000 unique visitors online, that is great!

That means you have a base both in print and online. Some of those numbers will surely overlap, but others are separate readers.

On a long enough timeline unique visitors spiral out of control.

Compare daily unique visitors to weekly, weekly to monthly, monthly to yearly.

I bet your monthly unique visitors are 5-7 times your circulation. Because people from all over come and see a link, or an interesting article. It is really a good thing.
 
Fredrick said:
All the internet did for newspapers was hurry the extinction of newspapers. By thinking it was the way to go and would be ultimately profitable, the internet hurried the slashings of newspaper staffs and crucified the newsprint product. Bye bye newspaper business thanks to said internet.

Consider, if you will, the words of Warren Buffett in his 2006 letter to Berkshire Hathaway shareholders:
<blockquote>As long ago as my 1991 letter to shareholders, I nonetheless asserted that this insulated world was changing, writing that “the media businesses . . . will prove considerably less marvelous than I, the industry, or lenders thought would be the case only a few years ago.” Some publishers took umbrage at both this remark and other warnings from me that followed. Newspaper properties, moreover, continued to sell as if they were indestructible slot machines. In fact, many intelligent newspaper executives who regularly chronicled and analyzed important worldwide events were either blind or indifferent to what was going on under their noses.

Now, however, almost all newspaper owners realize that they are constantly losing ground in the battle for eyeballs. Simply put, if cable and satellite broadcasting, as well as the internet, had come along first, newspapers as we know them probably would never have existed. . . .

However, the economic potential of a newspaper internet site – given the many alternative sources of information and entertainment that are free and only a click away – is at best a small fraction of that existing in the past for a print newspaper facing no competition.</blockquote>
It wasn't just the Internet. Even if you could make the Internet go away, it wouldn't make things better. Newspapers transitioning to online have to learn to compete, which they didn't have to do before.
 
Here's what I consider worthwhile information (info that certain web stat providers can offer ...): WHERE the unique visitors are. No, not their exact addresses -- but what town they are in.

At my job before my current one, we had the ability to see how many unique visitors were from a town. It listed them. Culling that told us that certain sub-sites attracted WAY more "out of subscription" traffic than others.

rb
 
Rockbottom said:
Here's what I consider worthwhile information (info that certain web stat providers can offer ...): WHERE the unique visitors are. No, not their exact addresses -- but what town they are in.

At my job before my current one, we had the ability to see how many unique visitors were from a town. It listed them. Culling that told us that certain sub-sites attracted WAY more "out of subscription" traffic than others.

rb

i punched in my ip address into a search tool that sounds similar to what you're describing and it shows me as being from somewhere in new jersey. ip addresses track the server's location, not necessarily the user's location. also, because i'm using verizon internet anywhere, the ip address changes.
 
Yep. I had a blog and checked some visitor stats, and every time a friend in Birmingham read the blog, it showed her as being in New York. That's where her company's headquarters are.
 
Reacher said:
There's a lot more competition on the Web. You can't just put crap content up under the paper's name and expect people to flock to it.

You have to market it and it has to actually be interesting. Two things many newspapers don't do as well as they should.

Funny I look at my hometown newspaper. All the marketing in the world won't send me somewhere else. The only thing that will get me reading a story elsewhere is good writing.
 

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