Statistical, Ecosystems and Competitiveness Analysis of the Media and Content Industries
64
selling ad space (Graves & Kelly, 2010). Consequently advertising revenues for online news
sites are generally low. Internet advertising can become more valuable as it becomes more
targeted. This might drive up prices for those news sites, which manage to collect and employ
data about users, and their (media and news) consumption patterns.
It is not only the number of website visitors that counts, but also the way in which they use
the site. An in-depth analysis of the visitors of 70 news and information websites has shown
for instance that there are generally speaking four types of online news consumers; fans,
regulars, occasionals and fly-bys (Shanahan In: Grueskin et al., 2011). The fans, the most
loyal group of visitors, visit a news or information website at least twice a week. Although
they are only a small part of the audience (4%), they account for more than 55% of the total
page views to a news site. In contrast, the fly-bys, people who visit a news website about once
a month, count for 75% of the visitors, but for less than 20% of total page views. According
to Shanahan, newspaper publishers should therefore invest in the relationship with their fans
instead of trying to attract as large an audience as possible.
Figure 21 shows the share of average time spent per day to a particular medium and the ad
spending share. Estimates by eMarketer show that the internet took up 25.2% of adults’ daily
media time in 2010, but received just 18.7% of US ad spending (see (eMarketer, 2011). Even
though the estimates by eMarketer differ from WAN-IFRA (2010) and ZenithOptimedia
(2009), they provide another indication that growth in internet use does not mean an equal
level of growth in online advertising spending.
Figure 21: Time spent versus ad spending share
Source: eMarketer, 2010.
Do'stlaringiz bilan baham: |
