Time well spent

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Presentation deals with the understanding on how spending and saving time support the perceived value of the online or printed version of the magazine, Group Leisure in the UK.
The outcome of this study was paramount for the publishing industry and online journalism.

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  • The writers, Ingham & Weedon conducted research on the target group of Group leisure magazine (the suppliers and group travellers), on their understanding of spending and saving time which underpins their perception of value for either the printed or online version of the magazine. This research is relevant to the publishing industry, and to the study of online journalism. The writers argument is …….[flip page]
  • Ingham and Weedom have conducted a research comparative study to analyze the usage of online and offline magazines. The goal was to understand how spending and saving time supports the perception of the value of an online or printed magazine. The outcome of this study was paramount for the publishing industry and online journalism. Their argument is that consumers increasingly seeking new fulfilling experiences online that enrich and enhance the time spent. These experiences also assist the user with other matters that they might have expressed via reviews/blogs/chats/etc. However the writers raise the question whether or not these aspects enrich the time spent and really aim to be time-saving.
  • This type of research is not widely accessible in the public domain due to the sensitive outcome on the effects of the advertising industry. Some of the researches that touches the aspects of time-saving, monetary value, and the read and use of magazines are conducted by hermes, Henly Centre, Jonathan and Gerschwung: Use and read of magazines, time spending and saving, monetary value, and the overall role the paper/magazine plays in the reader’s life by Hermes, also the Henley centre, Jonathan, and Gerschwung. (hermes research on women part of an online community, socia experience, timely info to be attractive to be picked up). Other researches are: a. Furniture today (similar to Inham and Weedom) by Caroll 1. Convergence of resources for different publication formats by Hall/Ward 2. Ways of keeping readers onsite by Caroll 3. Effects of website provisions on the demand for magazines by Kaiser 4. User’s browsing behaviour (news magazines) by Knoblock and also Svensson 5. Basis of fears about the impact of online magazines on the print versions by Guidone 2. The writers’ survey: The writers examined the correlation between the usage of online and offline magazines in terms of age, gender and access); first survey contained randomly selected readers from the database Second phase of the survey only examined respondents that read the magazine for leisure; the survey investigated the motivation and preferences. The outcome of both results of the survey provides a clear picture of the reading habits of these individuals. The What, Where and How they read the online and printed version. (then see findings on the slide) Furthermore 20% of respondents browse for ideas online vs 60% browse for ideas in magazines; Printed version are perceived to be more relaxing (down time)
  • Let’s get back to the actual online version of the magazine Group Leisure. The online version went live on 1 sept 2003; target group was the group travel industry. Registration is free; online magazine capitalized on the printed version's database of readers to target; the online version benefits from cross-promotion within the printed magazine, which are actually indirect cost for the publisher. Since the launch the number of site visits has increased by 60%. And the online version has developed ever since offering more integrated features across platforms.
  • Going back to the Writers’ argument. Weedon raised some questions that I have further explored but also in relation to my thoughts whether or not collective intelligence enhances the time spent and saves time, and does it improve the acquired information. The questions she asked are:
  • When looking at the battle of brand dollars and market share, Weedon points out that advertisers are still hesitant to invest online.(read slide), BUT. At the time the writers conducted their research and to date the online ad spending has emerged. Still a 13% increase in 2010 compared to 2009 Additionally from the survey 80% responded to an ad online vs 20% responded to an ad on the printed version.
  • Other findings show that: Online travel spending will increase by 34% in 2011 compared to 2006 (for the USA alone; accounting for a 128 billion) Online advertising spend revenue in 2010 takes up 32.5%, whilst print media fall back to 30.3% (of a total of 368Billion) The more technology and media-oriented advertisers are (e.g. foxtel), the more they devote a greater proportion of their media budget online. AND (survey) 21% of suppliers would use both versions to advertise. This number has increased since the online version has matured. [CLICK TO ONLINE AD METRIC SYSTEM] Furthermore the online ad metric system has evolved. Back in 1993 the pillars were impressions and clicks. (in 1993 the industry counted click through rates (based on direct response), and in 1999 they adhere to branding studies, and based the metric on brand lift acquisitions. In 2003 the industry looked at CPA. Nowadays the market looks at delivery over impact. Therefore based on the time consumers are exposed to the advertisement (aka dwell time). It is an easier calculation (time of advertiser brand exposure divided by time of other advertiser brand exposure). This method reduces the inventory levels, and extra page views. Therefore volume is not key anymore, but cross-platform engagement.
  • Then looking at the impact of social networking sites, the following (see slide) Lastly the group leisure also supports video via their group leisure tv link. On which they show industry trade shows, events, tours, etc. The market for online video is growing consistently by 46% YOY. This platform continues to open up doors for readers and group travelers. Consumers are adding more video consumption platforms to their daily activities & media multitasking integrates more and more
  • It can be said that online users do feel overwhelmed ……. However they think SN are a great mechanism to guide them, to deliver the right content, and show the relevancy of information. The ease of URL exchange sites has contributed to an increase in online communities; especially now they are expanding on twitter, facebook, it has become easier to repurpose the data, instead of physically hand-over the magazine. In the readings of this week. The Director of Group Leisure voiced his opinion about the online market. Here I took a snippet from Youtube. hear what his new goals are. But for more details on his BANG on target, go to youtube http://www.youtube.com/watch?v=wyNlxEcfxtc
  • In the past publishers had more control over the publication and what readers could digest. Nowadays the readers are in the driver’s seat This phenomena can dilute the strong voice of a publisher, and perhaps potentially devalue the information. However I think that the magazine still has a strong handle on what’s on the public space by contributing and participating to the online communities, and publications - proactive and consistent. Audience: Online publications and thus the online communities and features enables the publisher to tap into a greater market without any additional costs. This was very difficult and expensive by using the print version only. Readers repurpose and redistribute information and make it widely available and applicable to a greater readers’ base.
  • Relating to the argument of increasing time spent online, Stanford University conducted a survey amongst 4000 respondents asking them what their activities are online. These are some of the outcomes. (read slides)
  • Therefore …………….
  • Time well spent

    1. 1. Time Well Spent The Magazine Publishing Industry's Online Niche Kim Kooren
    2. 2. Time Well Spent The Magazine Publishing Industry’s Online Niche Introduction Writers’ Argument & Presenter’s position Research previously conducted Two-phased study Group Leisure Magazine Current Reality Writers’ Argument & Questions Asked The Impact of Brand Spent The Impact of Social Media The Impact of Editorial Intervention and the Audience Stanford’s Research on Time Spent Conclusion
    3. 3. Time Well Spent “Online Magazines have readers’ letter pages, chat forums and other Interactive services which enrich the readers’ ‘time spent’.” However… Are the new fulfilling online experiences also time-saving? Can we conclude whether this kind of collective intelligence enhances, and saves us time, and does it improve our acquired information?
    4. 4. Research 1. Previously conducted research in the public domain 2. Weedon & Ingham’s: Two-Phased Survey • 1st Study: quantitative • 2nd Study: selective The Outcome of the Surveys: W2H - What, Where, and How - readers read the online & printed version 1.Key elements for online use are: speed, direct delivery and searchability of information 2. Links are most effective in feature or information pages 3.Online offers the quality specialist material in quantity 4.Online offers a wider range of perspectives to the reader 5.Online increases the accessibility of archived articles 6.The frequency of access and time spent differs for online vs offline (issue: getting sidetracked) 7.Option of redistribution of information 8.Inconsistency in perception and behavior 1.Preference for online ad spent is only 4% vs the actual ad spent of 21% for online 2.Perceived value of the amount of detailed information (print thought to be more, but is less compared to online) 3.Speedier look up for searches online does not save user time vs actual searching the magazine
    5. 5. Group Leisure Magazine: Current Reality Online Version: • Launched in Sept 2003 • 30,000 visitors p/m; accessing nearly 300,000 pages of information • Fully integrated across platforms - TV, Offline, Online-, interactive website • Number One, most visited group travel site in the UK • Portal to potentially hundreds of people with an interest in the group travel • 10 Years of searchable data • Updated daily news and an e-mail broadcasting service • A free design service Source: Group Leisure Magazine 2010
    6. 6. Writers’ Argument & Questions Asked Are the new fulfilling experiences online enriching and enhancing the time spent while aiming to be time-saving? Questions Asked: 1. The battle for brand dollars & market share 2. The impact of online communities 3. The erroneous impression of editorial intervention & the potential of a broader audience.
    7. 7. 1 The Battle of Brand Dollars & Market Share Writers’ argument - lack of confidence of advertisers to invest online This can partially be supported in terms of user experience. According to Nielsen Company the online creative units still tend to replicate the print experience, and thus is not taking the user experience to the next level. HOWEVER… Online Ad Spending Is Emerging ( 13; 2010 )
    8. 8. 1a Online Advertising Spending Is Emerging Facts & Reasoning: 1. Ad spend in the UK grew by 21% YOY (IAB, 2008) 2. Online travel spending will increase by 34% in 2011 compared to 2006 3. Online advertising expenditure will take up 32.5% vs print media 30.3% (2010) 4. The emerging value of online advertising is because the ROI can be accurately monitored compared to calculating the ROI for print editions. Online Ad Metric System
    9. 9. 2 The Impact of Social Media •17% of time spent is devoted to Social Media & Blog sites, which is up by 6% (2009 vs 2008) •Facebook taking up 4% (out of 17%) & Twitter’s unique visitor has increased 959% YOY •Online video time spent up 46% YOY & Mobile video audience increased by 70% (2009 vs 2008) Nielsen (Aug 2009)
    10. 10. 2a The Impact of Social Media Furthermore, users feel overwhelmed by all the available information on the web, and thus: – Social Networks are a great vehicle to guide them – Social Networks are great to deliver the right content – Social Bookmarking are great to show the relevancy of, annotate and share information For video, consult link slideshare • Snippet taken from the groupleisure.tv on Youtube.com
    11. 11. 3 Editorial Intervention & Reaching a Broader Audience Editorial Intervention In the old days, the editor/publisher ruled, these days the reader/blogger dictates Yandell controlled the online submissions, however, thanks to the forums, and immediacy of participation, this control has diminished. HOWEVER … this may contribute to a devaluation of the quality of the information, and the voice of the magazine. Audience Potentially tap into a vast borderless market pool of other group travelers, new and valuable customers, industry specialists, advertisers, and other people alike.
    12. 12. Stanford’s Research on Time Spent When the experience online increases: the time spent increases & the activities users engage in, increase Overall the majority of respondents spent: • 90% reading their emails • 77% looking up information online • 69% surfing the Web, etc.. • 54% looking up travel pages (info and sales) FURTHER… The more time spent online: 1. the more the user loses contact with their social environment 10 hr/wk; 15% less social activity 2. the more the user turns their back on traditional media 10 hr/wk; 65% less spent 3. the more the user spends time working at home (when online time spent increases in the office) So therefore can we say: Time Well Spent or Time Badly Lost
    13. 13. Writers’ Overall Conclusion Choice of selection - what to read & when has enriched the time spent by providing a wider, deeper, better search, which may have taken longer or was not possible with the print version. Spending time has become more important than monetary spend. Key element: making choices Spending time in terms of the value of the content online, still depends on the readers’ needs and socio-cultural references. Overall accessing a magazine online increases the time spent; and it is perceived to be a better bargain - free access of information contributes to its value; readers aim to make choices to choose one format over the other in exchange for something else. AND…. we do see that new online experiences are not always time-saving, due to: • undefined value of non-expert information • readers get site-tracked • information overload and convolution
    14. 14. References Emarketer. Optimism for US Online Ad Spend (Internet). April 7, 2010. Available from: <http://www.emarketer.com/Article.aspx?R=1007618> (Accessed 20 April 2010) Cassar, K (2009). Is the Ad Biz Through With Click-Through? Nielsen. New York: New York. Hughes, T (2010). Digital Spend Outpaces Print. Available from: <www.praxmatrix.com.au> (Assessed 22 April 2010) AOP (2010). UK online ad spend grows 21%. The Association of Online Publishers (Internet). Available from: http://www.ukaop.org.uk/research/ukonlineadspendgrows21percent0860.html (Accessed 5 May 2010) JupiterResearch (2006). Online Travel Spending To Reach $128 Billion in 2011 (Internet). Available from: <http://www.travelindustrywire.com/trends-detail-sid-25159.html> (Accessed 22 April 2010) Nielsen (June 11, 2009). Time spend viewing videos online up 46%. Nielsen. New York: New York Nielsen (2008). Online Ad Spend per Industry. Available from: <http://www.travelindustrywire.com/trends-detail-sid-25159.html> (Accessed 20 April 2010)
    15. 15. References Nielsen (2009). The Shifting Media Landscape. New York: New York Nielsen (2009). Online Display Ad Spending on Top Social Network Sites More than Doubles in August 2009 (Internet). Available from: http://en-us.nielsen.com/main/news/news_releases/2009/september/nielsen_reports_17 (Accessed 20 April 2010) Stanford University. What do users do on the Internet (Internet). Available from: <http://www.stanford.edu/group/siqss/Press_Release/press_detail.html>. (Accessed 20 April 2010) Facebook (2010). Available from: http://www.facebook.com/video/video.php?v=297558346034 (Accessed 30 April 2010) http://is-is.facebook.com/groupleisure?v=info (Accessed 30 April 2010) Youtube (2010). Available from: http://www.youtube.com/watch?v=wyNlxEcfxtc (Accessed 30 April 2010) Twitter (2010). Available from: http://twitter.com/groupleisuremag (Accessed 30 April 2010)

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