Old thinking for ‘new revenue’
Cory Bergman March 3rd, 2008
I apologize in advance for tearing apart this story, but it’s Monday and I’m feeling a little spunky. TVNewsday has posted a story by Arthur Greenwald that promises a “map for new revenue” for local TV sites. Among them: go after luxury and high tech advertisers (banks, cell phone companies, cable companies and investment firms), sponsor your Doppler radar and sell “special sponsorships” for online video. “I confess it was news to me that Internet users watch more video on local TV news Web sites than all those other TV-related sites,” writes Greenwald. “And it’s going to surprise your ad clients, too.” Well, the data he’s citing is that myopic Magid study from last week, so I’ll correct Greenwald’s error here in reminding him that the study questioned local TV news viewers, not internet users. Anyway, while Greenwald’s “new revenue” advice isn’t necessarily wrong, it’s just old. Most TV station sites have been sponsoring weather and video forever, let alone going after luxury and high tech advertisers. And if you ask me, to find new online revenue trends, make sure you read Borrell’s research, not Magid’s.
3 Comments Add your own
1. No more screeners | March 3rd, 2008 at 10:28 am
I see the Magid study “screened” for news viewers 25-54. This is a common knock against Magid research. With such a strict screen, you end up “preaching to the choir” and not taking a broader look at the potential audience out there. Plus I’m suprised they are working with Hearst-Argyle again. Didn’t H-A jettison all their Magid contracts back in 2000 and bring consulting in-house?
2. Gorman | March 3rd, 2008 at 2:41 pm
I’m sorry, I stopped reading after “Magid study.”
3. tdc | March 3rd, 2008 at 8:57 pm
well, it’s been nearly THREE WEEKS and we still haven’t had our TWO WEEK follow-up on livenewscameras(dotcom), have we???
anyone who ‘hasn’t been back since” their first visit 3 weeks ago should go and see the FAMILIAR stations who find themselves amongst the crowd (saginaw, hartford, miami - just to name a few).
howdeydodat?
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