eMartin.net (News)Letter
January - February 2007

Nr. Title
1 Deloitte: 10 Top Emerging Trends Transforming The Media Landscape
2 Newspaper and Blogs
3 User-generated Content Good for Old Media
4 Print Publisher - Salvation through Online Advertisement
5 Great Online B2B Publishing Opportunities in China
6 EIAA Mediascope Europe 2006
7 Webtrend Blend Map 2007 Plus
8 More on Weblog on Media, Marketing & Internet January 2007 (selected)
9 Nieman Foundation at Harvard: Goodbye Gutenberg
10 Neals Business Journalism Award - the Finalists 2007
11 David Meerman Scott: The New Rules Of PR (eBook)
12 Magazine Media 2.0, Hannover March 14 - 15, 2007
Deloitte: 10 Top Emerging Trends Transforming The Media Landscape

- Making digital user-generated content useful
- Profiting from participation in television
- Cracking China's media sector
- Paper, pixels and profits
- The digital tail comes in many shapes and forms
- Analog apples and digital oranges
- Media's never-ending chase for value
- Fifteen megabytes of fame, one gigabyte of privacy
- Video-on-demand may leave you waiting
- Virtuanomics

Weblog: Deloitte Media Sectors Top Predictions

Deloitte's Predictions as PDF

Newspaper and Blogs

Joey Alarilla asked on his Blog at CNetAsia: Does Media Know: Bloggers and Journalists Are Not One? And writes, "Right now, we're seeing two kinds of responses (from old media). One response is apparently, Old Media thinking: "Hey, I have these popular columnists or newscasters. I'm sure they'll also be a hit as bloggers" and the other is, Old Media taking in more bloggers so as to attract new readers, the idea presumably being that the bloggers will know what the new audience wants, and that he will bring along loyal readers of his site who otherwise might never have been interested in the publication."

But is this enough? Do people want to read more from the old stuff in a new format? Via a new tool? People go for blogs (or any of the other new tools) to read something quite different, written in another more direct style, more passionate and engaging. And also not much hope, that blog users will follow their hero and converting to newsprint users. Of course journalists can be bloggers and bloggers can be journalists, but they also quite different and they should corporate in making the whole publication more online savvy and more useful.

A Nielsen//NetRatings reports on 10 leading US Newspapers shows that newspapers moving to blogs wisely can have great success

- The number of people reading Internet blogs on the top 10 U.S. newspaper sites grows 210 percent per December from a year ago
- Unique visitors to blog sites affiliated with the largest Internet newspapers rose to 3.8 million in December 2006 from 1.2 million viewers a year earlier
- Blog pages accounted for 13 percent of overall visits to newspaper sites in that month, up from 4 percent a year earlier (total visitors to the top 10 rose 9 percent to 29.9 million.

J. Angelo Racoma: Does Media Know: Bloggers and Journalists Are Not One?

Weblog: Does Media Know: Bloggers and Journalists Are Not One

Weblog: Newspapers Success by Moving to Blogs Wisely

Nielsen/Netrating Report (PDF)

User-generated Content Good for Old Media

Kate Holton writes on Reuters Reuters: "Traditional media companies are ideally placed to benefit from the explosion of user-generated content and should see it as an opportunity and not a threat even though the potential revenue is limited, ..." quoting Howard Davies, a director of media strategy at Deloitte, ... (They) are very well positioned to adopt some of the technology and some of the emerging social practice ... but incorporating it alongside traditional media channels to create an overall richer product" presenting Deloitte Media Trends 2007.

Kate Holton's Article on Reuters.com

Deloitte's Predictions as PDF

Print Publisher - Salvation through Online Advertisement

Outsell, Inc. Annual Ad Spending Study 2007 - What Publishers Need To Know About Advertisers sounds good at first hand: Total Online Advertising is expected to account for about 20 % of all advertising (US) Dollar spend in 2007. Print is expected to get still the larges share (but less than 2006) with 40 percent. This figures based on an Outsell Report surveying 1010 advertisers and an overall ad growth of 5.5 percent and online ad growth of 17.9 percent (that includes 39 percent growth in search engine marketing).

But, there is also a bad message at least for publishers in this report, 58 percent of online ad spending is planned to go to marketers' own website.

Marketers (Outsell asked 1010 advertisers) believe, that they can produce better results in terms of branding and lead generation on their own website:
- 75 percent said that their own site were effective or extremely effective in lead generation
- 81 percent said that their own site were effective or extremely for branding

Online Advertising Expected To Get 20 Percent Of All Advertising in 2007

Outsell announcing their new study

Sponsored Links vs. Image Advertising on the Web

Great Online B2B Publishing Opportunities in China

mcc's partner and friend Paul Woodward (BSG Asia) is stressing this point: "Don't forget the online component of all this. In many segments of publishing, magazines have not reached real critical mass in terms of business development. With 137 million Internet users, 50 million of them with broadband, there are real opportunities for B2B media companies to pursue aggressive on-line only strategies linked to strong face-to-face events of which (unlike magazines) they can have 100% control. I know the ABM Leadership group was very impressed with the numbers that Global Sources' Merle Hinrichs shared with them on the percentage of business that group is doing online and the incredibly fast growth of its face-to-face activities."

A good opportunity to meet Chinese publisher is the 36th FIPP World Magazine Congress May 13 - 15, 2007 in Beijing.

Global Sources Corporate

Earning Release III. Quarter 2006 (year end result not out yet)

36th FIPP World Magazine Congress May 13 - 15, 2007 in Beijing

Looking for a consultant and scout on China, check out Paul Woodward (Unpaid Advertising)

EIAA Mediascope Europe 2006

EIAA Mediascope Europe 2006 Report provides an insight into the evolution of TV, internet, Radio, Newspaper and magazine consumption across Europe and the role the internet plays in people lives (Surveys over 7,000 respondents from 10 countries):
Top Results (from EIAA release):
- the average European internet user now spends 11 hours 20 minutes a week online compared to 10 hours and 15 minutes in 2005, an increase of 11%
- the average European is now online 5.4 days a week.
- Europeans spend 72% of their online time for personal reasons and 28% of their time online for work.
- the study reveals that social networking and establishing personal connections via internet phone calls, instant messaging and online forums will continue to drive internet growth as the medium becomes a more ingrained part of the consumer's lifestyle:
- Social networking websites are used by nearly a quarter of online
Europeans, at least once a month
- Online forums have seen a 30% increase in use year-on-year
- 31% of online users in Europe download music at least once a month
- 15% of European Internet users conduct telephone calls via the internet
- a growth rate of 50% from last year

EIAA Summary (PDF)

Webtrend Blend Map 2007 Plus

Nowandnext and Future Exploration Network have produced this valuable webtrend map for 2007 ff. Using the tube map to lay out the 2007 trends around Ageing, Anxiety, Ethics, Globalization, Happiness, Personalization, Premiumization, Resource scarcity, Sustainability and Urbanization.

Webtrend Blend Map 2007+ (Published under CC License 2.5) (JPG Format)

More on Weblog on Media, Marketing & Internet January 2007 (selected)

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DeSilva & Phillips: Record Number of Media Deals in 2006

James O'Shea wants the LATimes To Be Web-Smart

The WSJ Publisher's Mission Report

How to Improve (Google)-News: Daylife (beta)

Was ist guter Journalismus heute

Das Wortfeld-Wiki zu Zeitungen im Web Features - Auswertung

Generation C(ontent) meets Generation C(ash)

'Social Media Engines' - the Next Big Thing

Hyperlocals & Placeblogs

Is The Hype Getting Real? Does Social Media Invade Inc. 500?

Webtip: Convert Your Blog Into A PDF Document

Nieman Foundation at Harvard: Goodbye Gutenberg

The Winter 2006 / 2007 edition of the Nieman Reports (Nieman Foundation for Journalism at Harvard) is out. As always with lots of interesting and important stuff on news journalism, journalism, community building, social media, etc.

Melissa Ludtke, the editor starts off with: "Journalism is on a fast-paced, transformative journey, its destination still unknown. That the Web and other media technologies are affecting mightily the practice of journalism is beyond dispute. Less clear is any shared vision of what the future holds. Newsrooms are being hollowed out, and editors who resist such cutbacks are losing their jobs. Digital video cameras and tape recorders replace reporters' notebooks as newspapers-and other news organizations-train staff in multimedia storytelling. In this issue, words about journalists' experiences in the digital era transport our vision forward, while our eye takes us on a visual voyage back to a time when newspapers wove communities together." To name a few contributor:

- Community Building on the Web: Implications for Journalism by Craig Newmark
- The Global Voices Manifesto by Rebecca MacKinnon and Ethan Zuckerman
- Journalism and Web 2.0 by Francis Pisani
- Puzzling Contradictions of China's Internet Journalism by Fons Tuinstra
- Confronting the Dual Challenge of Print and Electronic News by Paul E. Steiger
- Inviting Readers Into the Editorial Process by Ellen Foley

Weblog: Goodbye Gutenberg

Index and Links to all content

Neals Business Journalism Award - the Finalists 2007

The finalists of the 2007 Jesse H. Neal National Business Journalism Award are out. As always a good way to find out what you do better already and/or what you might be able to learn from than. And remember, if you steal, steal good!

Weblog: Finalists 2007 Neals Award

2007 Neals Award Finalists List (PDF)

David Meerman Scott: The New Rules Of PR (eBook)

David Meerman Scott announced a new and updated edition of his eBook

The New Rules of Marketing and PR:
How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly.

Download eBook 25 pages (net) Version (f.o.c.) (PDF, 1,65 MB)

An expanded pEdition is planned for June 2007 at Wiley (Press release)

Magazine Media 2.0, Hannover March 14 - 15, 2007

Is your business ready for the future? What will be the technology of tomorrow? How do I integrate mobile, video, web and print? How do I keep my brand values? What content works on the web? Should I integrate the sales process?

FIPP, co-sponsored by CeBIT und VDZ promise the answer from "the world's most experienced publishers" at the Magazine Media 2.0 on 14 & 15 March 2007 at the Hannover Congress Centrum in Germany.

More Information, Program an Registration Desk

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