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
Audience Demographics And Usage
• Online Use:
– Work/Home Use
– Broadband
– Content

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
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
Content: Most Frequent Behaviors
% %
Frequent Use Daily Use
Q: Thinking of reasons you go online, how often do you use
the Internet to ...

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
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
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
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
Classifieds. Gritty. Profitable. Endangered.
• What Users Want
• Where They Go
• Where They Go Most
• Motivating Factors

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
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
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
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
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
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
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
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
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
Local Search & Advertising
• Source For Search
• Topics Searched
• Online Advertising

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
Online Advertising
Past six months
%
Q: Thinking of online advertising, in the past six months,
have you ...

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
Thanks
Rusty Coats
VP & General Manager
TBO.com
813.259.8353
rcoats@tbo.com