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Coats

ISOJ 2005

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Coats

  1. 1. 1 Paying for JournalismPaying for Journalism The Old Fashioned WayThe Old Fashioned Way International Symposium on Online Journalism Austin, Texas | April 2005 ‘Don’t joke about economics because that is how you get food.’ - Kurt Vonnegut, Jr.
  2. 2. 2 Audience Demographics And Usage • Online Use: – Work/Home Use – Broadband – Content
  3. 3. 3 Days Access The Internet Home Work Less than once per week Less than once per week Q: How many days in a typical week do you access the Internet from …
  4. 4. 4 Type of Internet Connection 25 72 31 8 4 24 67 50 9 5 Telephone modem Home high speed Office high speed Wireless @ home Wireless @ work General Online User Online Newspaper User % Q: How do you access the Internet?
  5. 5. 5 Content: Most Frequent Behaviors % % Frequent Use Daily Use Q: Thinking of reasons you go online, how often do you use the Internet to ...
  6. 6. 6 Content Leader Boards Sites used for News, Sports or Entertainment Information Online Newspaper Users Rank Market 1 Market 2 Market 3 Market 4 1 NP.com: 87% NP.com: 86% NP.com: 88% NP.com: 84% 2 Google.com: 39% Google: 36% TV Site.com:51% Google: 41% 3 MSN.com: 32% TV Site:31% Google: 44% TV Site.com: 36% 4 TV Site.com: 26% TV Site2: 30% TV Site2.com: 33% TV Site2.com: 34% 5 CNN.com: 24% MSN: 27% CNN.com: 29% CNN.com: 26% Used Most Often Rank Market 1 Market 2 Market 3 Market 4 1 NP.com: 59% NP.com: 58% NP.com: 55% NP.com: 57% 2 Google.com: 9% TV Site.com: 8% TV Site.com: 9% Google.com: 8% 3 MSN.com: 8% Google: 7% Google: 7% TV Site.com: 5% 4 Yahoo! Local: 4% TV Site2: 5% MSN.com: 5% MSN: 5% 5 MSNBC.com: 3% MSN: 5% TV Site2.com: 3% TV Site2.com: 4% Past 30-day Use
  7. 7. 7 Content Leader Boards Sites Used for News, Sports or Entertainment Information General Online Users Rank Market 1 Market 2 Market 3 Market 4 1 NP.com: 42% NP.com: 37% NP.com: 57% NP.com: 38% 2 Google.com: 32% Google: 27% TV Site.com: 43% Google: 33% 3 Yahoo! Local: 26% TV Site.com: 26% Google: 33% TV Site.com: 26% 4 MSN.com: 21% MSN: 22% TV Site2.com: 29% TV Site2.com: 26% 5 TV Site.com: 18% AOL: 20% MSN.com: 21% MSN: 17% Used Most Often Rank Market 1 Market 2 Market 3 Market 4 1 NP.com: 24% NP.com: 24% NP.com: 29% NP.com: 21% 2 Google.com: 15% AOL: 15% TV Site.com: 16% Google: 12% 3 Yahoo! Local: 15% TV Site.com: 10% Google: 11% TV Site.com: 11% 4 MSN.com: 12% MSN: 10% AOL.com: 6% AOL: 9% 5 AOL.com: 10% Google: 9% TV Site2.com : 6% TV Site2.com: 8% Past 30-day Use
  8. 8. 8 Why They Use Site Most Often 5 47 23 18 33 50 4 4 4 14 15 18 19 20 37 44 Is updated frequently Follow up on something saw on TV Follow up on something read in paper Has archives of past stories I missed The largest number of local news stories Has interesting multimedia features I receive e-mail updates from the site Participate in forums/discussions/blogs General Online User Online Newspaper User % Q: What are the main reasons you use the site for local news, sports or entertainment information? (multiple)
  9. 9. 9 Silence of the Blogs Possibility. Hype. Evangelists. Orphans. Blog Audience* • Three in four U.S. online users have “never heard” of blogs • 3% of Americans read blogs daily • 15% read blogs at least monthly Blog Updating** • 66% of blogs have not been updated in two months • 26% of blogs have not been updated since the first day Source: *Gallup (March 2005), **Perseus Development Corp. (Oct. 2004) ‘The milk in the ‘fridge is about to go bad. … And there it goes.’ - Bobby Hill, ‘King of the Hill’
  10. 10. 10 Classifieds. Gritty. Profitable. Endangered. • What Users Want • Where They Go • Where They Go Most • Motivating Factors
  11. 11. 11 Employment Leader Boards Online Newspaper Users Rank Market 1 Market 2 Market 3 Market 4 1 NP.com: 35% NP.com: 28% NP.com: 37% NP.com: 33% 2 Monster: 23% Monster: 16% Monster: 25% Monster: 26% 3 CareerBuilder: 13% CareerBuilder: 10% CareerBuilder: 13% CareerBuilder: 14% 4 Yahoo!/H.J. : 10% Other NP.com: 9% Co. websites: 12% Co. site: 12% 5 Co. websites: 9% Other NP2.com: 9% Yahoo!/H.J.: 9% Y! HotJobs: 11% Used Most Often Rank Market 1 Market 2 Market 3 Market 4 1 NP.com: 45% NP: 43% NP: 46% NP.com: 39% 2 Monster: 18% Monster: 14% Monster: 18% Monster: 22% 3 CareerBuilder: 5% Other NP.com: 7% Co. websites: 6% Co. sites, CB: 6% 4 Co. websites: 5% CareerBuilder: 4% CB: 5% Google, HW: 4% 5 HelpWanted: 3% Other NP2.com: 4% Google: 4% Y! HotJobs: 3% Past 30-day Use
  12. 12. 12 Employment Leader Boards General Online Users Rank Market 1 Market 2 Market 3 Market 4 1 Monster: 17% Monster: 16% NP.com: 18% Monster: 24% 2 Yahoo!/H.J.: 11% NP.com: 11% Monster: 17% NP.com: 15% 3 NP.com: 11% Other NP.com: 10% CareerBuilder: 8% Other NP.com: 13% 4 CareerBuilder: 10% CareerBuilder: 9% Yahoo!/H.J.: 6% Yahoo!/HJ: 13% 5 Jobs.com: 9% JobSearch: 6% Co. websites: 5% Co. websites: 8% Used Most Often Rank Market 1 Market 2 Market 3 Market 4 1 Monster: 34% Monster: 22% NP.com: 33% Monster: 26% 2 NP.com: 18% NP.com: 17% Monster: 23% NP.com: 18% 3 Yahoo!/H.J.: 7% Other NP.com: 12% Yahoo!/H.J.: 5% CareerBuilder: 12% 4 CareerBuilder: 7% Company sites: 7% CareerBuilder: 4% Co site: 8% 5 Google: 5% CareerBuilder: 6% Co. websites: 4% Yahoo!/HJ: 6% Past 30-day Use
  13. 13. 13 Motivating Factors: Employment 40 21 22 9 67 55 6 14 16 25 27 28 28 39 Updated frequently Has job listings other sites don't have Has more detailed info about jobs/co's I have my resume posted to the site Has more local jobs Has job listings that were in the newspaper I have created stored searches/e-mail alerts General Online User Online Newspaper User % Q: What are the main reasons you use the site most often for local help- wanted job listings or career-related information?
  14. 14. 14 Automotive Leader Boards Online Newspaper Users Rank Market 1 Market 2 Market 3 Market 4 1 KelleyBlueBook: 18% KBB: 18% KBB: 20% KBB: 18% 2 AutoTrader.com: 13% NP: 13% NP.com: 15% NP.com: 12% 3 NP: 13% AutoTrader: 10% CarMax: 15% CarMax: 10% 4 Edmunds.com: 7% Ebay Motors: 9% Ebay Motors: 11% AutoTrader: 10% 5 Manf. site: 6% CarMax: 9% AutoTrader: 9% Ebay Motors: 8% Used Most Often Rank Market 1 Market 2 Market 3 Market 4 1 NP.com: 18% NP: 17% KBB: 16% NP.com: 17% 2 KelleyBlueBook: 17% KelleyBlueBook: 13% NP.com: 16% KBB: 17% 3 AutoTrader: 15% Ebay Motors: 11% CarMax: 13% AutoTrader: 12% 4 Ebay Motors: 7% AutoTrader: 10% Ebay : 11% CarMax: 8% 5 Edmunds: 6% CarMax: 8% Manf.: 8% Edmunds: 7% Past 30-day Use
  15. 15. 15 Automotive Leader Boards General Online Users Rank Market 1 Market 2 Market 3 Market 4 1 KelleyBlueBook: 17% KelleyBlueBook: 16% NP.com: 15% KBB: 14% 2 AutoTrader: 13% AutoTrader: 8% CarMax: 12% AutoTrader: 10% 3 Manf. site: 8% CarMax: 8% Manf. site: 7% NP.com: 8% 4 Ebay Motors: 8% Edmunds: 8% Edmunds: 6% Edmunds: 6% 5 Edmunds: 7% Ebay Motors: 6% Ebay Motors: 6% Dealer: 5% Used Most Often Rank Market 1 Market 2 Market 3 Market 4 1 AutoTrader: 19% KelleyBlueBook: 19% CarMax: 18% KBB: 18% 2 KelleyBlueBook: 16% AutoTrader: 13% KBB: 17% AutoTrader : 12% 3 Manf. site: 10% CarMax: 10% Manf. site: 8% Ebay Motors : 11% 4 Ebay Motors: 8% Manf. site: 9% AutoTrader: 8% CarMax: 7% 5 Edmunds: 7% Ebay Motors: 9% NP.com: 8% Yahoo, Dealer5% Past 30-day Use
  16. 16. 16 Motivating Factors: Automotive 17 25 10 29 3 5 33 5 12 14 18 30 50 50Can compare vehicles by price and features Easy to find make/model/price looking for I can view multiple photos of autos for sale Has the largest number of autos for sale Multimedia such as video or virtual tours of autos Can read vehicle inspection and history reports Has for listings that were in the newspaper General Online User Online Newspaper User % Q: What are the main reasons you use the site most often for local new or used automotive listings? (multiple)
  17. 17. 17 Real Estate Leader Boards Online Newspaper Users Rank Market 1 Market 2 Market 3 Market 3 1 NP.com: 23% NP.com: 32% NP.com: 27% NP.com: 17% 2 Realtor.com: 14% Realtor.com: 24% Realtor.com: 19% Realtor.com: 16% 3 Agency site: 7% Agency site: 10% Agency site: 9% Agency site: 14% 4 Yahoo! R.E.: 6% Other NP.com: 5% Google: 6% Yahoo! R.E.: 7% 5 Google: 5% Google: 5% Yahoo! R.E.:3% Google: 4% Used Most Often Rank Market 1 Market 2 Market 3 Market 4 1 NP.com: 33% NP.com: 38% NP.com: 41% NP.com: 26% 2 Realtor.com: 19% Realtor.com: 28% Realtor.com: 28% Realtor.com: 25% 3 Yahoo! R.E.: 7% Agency site: 8% Agency site: 11% Agency site: 17% 4 Agency site: 7% Other NP.com: 3% Google: 4% Yahoo! R.E.: 7% 5 Google: 6% Google: 2% Yahoo! R.E.:2% Google: 4% Past 30-day Use
  18. 18. 18 Real Estate Leader Boards General Online Users Rank Market 1 Market 2 Market 3 Market 4 1 Realtor.com: 13% Realtor.com: 17% Realtor.com: 15% Realtor.com: 10% 2 Agency site: 6% Agency site: 7% NP.com: 9% NP.com: 7% 3 NP.com: 6% NP.com: 5% Agency site: 8% Agency site: 5% 4 Yahoo! R.E.: 5% Other NP.com: 5% Google: 2% Google: 3% 5 HomeBuilder: 3% Google: 5% Yahoo! R.E.: 2% Yahoo! R.E.: 2% Used Most Often Rank Market 1 Market 2 Market 3 Market 4 1 Realtor.com: 28% Realtor.com: 35% Realtor.com: 39% Agency site: 20% 2 NP.com: 13% Agency site: 9% NP.com: 19% Realtor.com: 19% 3 Agency site: 11% NP.com: 9% Agency site: 18% NP.com: 13% 4 Yahoo! R.E.: 8% Other NP.com: 6% AOL: 3% Yahoo! R.E.: 8% 5 Google: 5% Google: 6% Yahoo! R.E.: 3% Google.: 5% Past 30-day Use
  19. 19. 19 Motivating Factors: Real Estate 25 24 11 10 13 46 34 14 21 26 27 29 45 50Can see pictures/take virtual home tours Easy to find listings in specific neighborhood Can see property amenities It has complete local MLS Easy to get maps & directions Largest number of local listings It has the listings that were in the newspaper General Online User Online Newspaper User % Q: What are the main reasons you use the site most often for local help-wanted job listings or career-related information?
  20. 20. 20 Local Search & Advertising • Source For Search • Topics Searched • Online Advertising
  21. 21. 21 % Local Search % Sites Used Past 30 Days Topics Searched Several Times a Month or More Q: Thinking of reasons you go online, how often do you use the Internet to ...
  22. 22. 22 Online Advertising Past six months % Q: Thinking of online advertising, in the past six months, have you ...
  23. 23. 23 Top 5 Things to Remember 1. Remember the train/airplane/transportation analogy? It’s wrong. Passengers without cargo = bankruptcy. To win in online journalism, we have to win online classifieds. 2. It’s All About Time: Breaking News, Archives drive loyalty - and profit. TiVo your site. 3. Use advertising that works (contests & e-mail) and not what doesn’t (pop-ups/unders). 4. Leverage search engines to increase traffic and create new advertising models. 5. Mind the Gap: Invest in functionality for Classifieds - or die.
  24. 24. 24 Thanks Rusty Coats VP & General Manager TBO.com 813.259.8353 rcoats@tbo.com

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