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<ul><li><p>What Your Online News Audience </p><p>looking for ? </p><p>News Websites online Marketing </p><p>Strategy </p></li><li><p>Who IS the Audience? </p><p> How do you go about knowing your audience? </p><p> What you need to know and why about who they are and how they consume online news? </p><p> How do you serve and grow your audience? </p></li><li><p>How do you go about knowing your audience? </p><p> Tools </p><p> Techniques </p><p> Data Analysis </p><p> Other Strategies </p></li><li><p>Techniques </p><p> Fielding Panel </p><p> Random Digit Dial (RDD) </p><p> Online </p><p> Server </p><p> Random </p><p> Collection Meter </p><p> Survey </p></li><li><p>Tools </p><p> Volumetric Measures </p><p> Market Research </p><p> Ad Planning </p><p> Qualitative Measures </p><p> Site Centric (Web) Analytics </p></li><li><p>Volumetric Measures </p><p> Data Providers Nielsen//NetRatings </p><p> Hitwise Complementary Service </p><p> Search!! </p><p> Data is purchased from ISPs </p><p> ComScore Direct competitor </p><p> Market Research </p><p> Most media clients use it for panel size and local reporting </p></li><li><p>Why it is used </p><p> Ad Sales </p><p> The biggest number!!! </p><p> Competitive Benchmarking </p><p> Less important </p><p> Strategic Research </p><p> Least important </p></li><li><p>Market Research </p><p> Custom Forrester, etc </p><p> Strategic </p><p> Everything is a tool, they just sit on top of it Answers The Big Questions Highest $$ per project </p><p> Survey Research Harris, Greenfield, FGI, SSI, Etc </p><p> Models DIY (client builds it then turns it over) Consultative (spec, serve, analyze) </p></li><li><p>Ad Planning Tools </p><p> Syndicated Studies MRI (magazine) @Plan (internet) Scarborough (newspapers) </p><p> Ad Tracking AdRelevence (internet) </p><p> Advertising Effectiveness Ad Servers View through/click trough Dynamic Logic Style Test and control methodology Normative Database </p></li><li><p>Qualitative Tools </p><p> Focus Groups </p><p> Usability testing etc </p><p> In person </p><p> Remote - Vivadence </p></li><li><p>Site Centric Analytics </p><p> Server Side Measurement </p><p> Tagging or Cookies </p><p> Measurement </p><p> Audience: # of browsers by way of cookie </p><p> Pages: # of requests </p><p> Providers </p><p> Omniture </p><p> SiteCensus (N//NR) </p></li><li><p>Research Methods </p><p> Regression </p><p> Why Things Happen </p><p> Relationship between multiple independent variables and a dependent variable </p><p> Segmentation </p><p> Who People Are </p><p> Understanding the differences in the audience leads to better user experience </p></li><li><p>What you need to know and why, about who they are and how they </p><p>consume online news? </p><p> Who they are </p><p> What they do </p><p> Hows it changing </p></li><li><p>Current Events &amp; Global News Top-line Audience Metrics </p><p>Source: Nielsen//NetRatings NetView Service, September 2006 </p></li><li><p>Current Events &amp; Global News Index Against Total Online </p><p>Population </p><p>104</p><p>114</p><p>97</p><p>8693</p><p>73</p><p>120</p><p>105111</p><p>143</p><p>0</p><p>20</p><p>40</p><p>60</p><p>80</p><p>100</p><p>120</p><p>140</p><p>160</p><p>Men Women 18-34 25-54 55+</p><p>Unique Audience</p><p>Page Views</p><p>Source: Nielsen//NetRatings NetView Service, September 2006 </p></li><li><p>Current Events &amp; Global News Unique Audience (000) Trend </p><p>74,000</p><p>76,000</p><p>78,000</p><p>80,000</p><p>82,000</p><p>84,000</p><p>86,000</p><p>88,000</p><p>90,000</p><p>92,000</p><p>Sep</p><p>-05</p><p>Oct</p><p>-05</p><p>Nov</p><p>-05</p><p>Dec</p><p>-05</p><p>Jan-</p><p>06</p><p>Feb-</p><p>06</p><p>Mar</p><p>-06</p><p>Apr</p><p>-06</p><p>May</p><p>-06</p><p>Jun-</p><p>06</p><p>Jul-0</p><p>6</p><p>Aug</p><p>-06</p><p>Sep</p><p>-06</p><p>Source: Nielsen//NetRatings NetView Service </p></li><li><p>Current Events &amp; Global News Page Views (000) Trend </p><p>0</p><p>1,000,000</p><p>2,000,000</p><p>3,000,000</p><p>4,000,000</p><p>5,000,000</p><p>6,000,000</p><p>7,000,000</p><p>8,000,000</p><p>9,000,000</p><p>Sep</p><p>-05</p><p>Oct</p><p>-05</p><p>Nov</p><p>-05</p><p>Dec</p><p>-05</p><p>Jan-</p><p>06</p><p>Feb-</p><p>06</p><p>Mar</p><p>-06</p><p>Apr</p><p>-06</p><p>May</p><p>-06</p><p>Jun-</p><p>06</p><p>Jul-0</p><p>6</p><p>Aug</p><p>-06</p><p>Sep</p><p>-06</p><p>Source: Nielsen//NetRatings NetView Service </p></li><li><p>Current Events &amp; Global News Time-per-person Trend </p><p>0:00:00</p><p>0:14:24</p><p>0:28:48</p><p>0:43:12</p><p>0:57:36</p><p>1:12:00</p><p>1:26:24</p><p>1:40:48</p><p>1:55:12</p><p>Sep</p><p>-05</p><p>Oct</p><p>-05</p><p>Nov</p><p>-05</p><p>Dec</p><p>-05</p><p>Jan-</p><p>06</p><p>Feb-</p><p>06</p><p>Mar</p><p>-06</p><p>Apr</p><p>-06</p><p>May</p><p>-06</p><p>Jun-</p><p>06</p><p>Jul-0</p><p>6</p><p>Aug</p><p>-06</p><p>Sep</p><p>-06</p><p>Source: Nielsen//NetRatings NetView Service </p></li><li><p>Loyalty Indicators </p><p>Site Share of Active Days % Retention Rate % </p><p>AP 14 49 </p><p>CNN 25 58 </p><p>LA Times 10 37 </p><p>MSNBC 21 58 </p><p>NPR 10 27 </p><p>USA Today 14 46 </p><p>WSJ Online 12 31 </p><p>Yahoo! News 25 66 </p><p>Source: Nielsen//NetRatings NetView Service. Work, September 2006 </p></li><li><p>Engagement </p><p>Source: Nielsen//NetRatings NetView Service. Work, September 2006 </p></li><li><p>Visitors To General News Sites Frequently Provide Advice On </p><p>134</p><p>128</p><p>126</p><p>116</p><p>105</p><p>110</p><p>115</p><p>120</p><p>125</p><p>130</p><p>135</p><p>Politics / Current</p><p>Events</p><p>Online Shopping Internet Content &amp;</p><p>Services</p><p>Financial</p><p>Information</p><p>Index</p><p>Source: Nielsen//NetRatings @Plan Service, Fall 2006 </p></li><li><p>Visitors To General News Sites Enjoy The Finer Things </p><p>128</p><p>125</p><p>140</p><p>123</p><p>125 125</p><p>110</p><p>115</p><p>120</p><p>125</p><p>130</p><p>135</p><p>140</p><p>Political/Community</p><p>Event (last 30 days)</p><p>Museum/Art Gallery</p><p>(last 30 days)</p><p>Gourmet food -</p><p>Heavy Spending</p><p>(p/online/6mo.)</p><p>Wine</p><p>Collecting/Tasting</p><p>Cultural/Historic Sites</p><p>(vacation last 2</p><p>years)</p><p>Independent</p><p>(movies/rented/last</p><p>30 days)</p><p>Index</p><p>Source: Nielsen//NetRatings @Plan Service, Fall 2006 </p></li><li><p>Visitors to General News Sites Just Cant Get Enough News </p><p>140</p><p>130</p><p>122 124</p><p>154</p><p>0</p><p>20</p><p>40</p><p>60</p><p>80</p><p>100</p><p>120</p><p>140</p><p>160</p><p>Any New s Weeklies</p><p>(magazine, last 7 days)</p><p>Political (TV programs, last</p><p>7 days)</p><p>National New s - Cable (TV</p><p>programs, last 7 days)</p><p>E-mail New sletter -</p><p>Read/Signed up (Last 30</p><p>days)</p><p>ConsumerReports.org</p><p>(paid subscription)</p><p>Index</p><p>Source: Nielsen//NetRatings @Plan Service, Fall 2006 </p></li><li><p>Broadband is More Prevalent </p><p>Source: Nielsen//NetRatings NetView </p><p>50%</p><p>55%</p><p>60%</p><p>65%</p><p>70%</p><p>75%</p><p>80%</p><p>Sep-</p><p>05</p><p>Oct-</p><p>05</p><p>Nov-</p><p>05</p><p>Dec-</p><p>05</p><p>Jan-</p><p>06</p><p>Feb-</p><p>06</p><p>Mar-</p><p>06</p><p>Apr-</p><p>06</p><p>May-</p><p>06</p><p>Jun-</p><p>06</p><p>Jul-</p><p>06</p><p>Aug-</p><p>06</p><p>Sep-</p><p>06</p></li><li><p>More Users, More Usage </p><p>Source: Nielsen//NetRatings NetView </p></li><li><p>Growth in Video Content </p><p>Wall St. Journal 10/07/06 </p></li><li><p>Emergence of My.Internet or Web2.0 </p><p> My.Internet are websites that put the control of the content, either user generated or not, in the hands of the consumers. These sites allow consumers to define their own online experience through technology such as RSS or content genres such as blogs and social networking. </p></li><li><p>Key Questions </p><p> Who the heck are these kids? </p><p> What are they really looking for in a website? </p><p> Oh man, does this mean I have to advertise to them differently? </p><p> Do I have to worry about how they feel about my site? Please say no... </p></li><li><p>So Who Are These People? </p><p> Clicked on an online advertisement Downloaded a full length video, such as a TV show or movie Downloaded a podcast Downloaded a video clip Listened to streaming audio Made a podcast Participated in an online community, such as MySpace, </p><p>Friendster, LinkedIn or Facebook Posted a blog Read a blog Read an RSS feed Watched streaming video </p></li><li><p>What Are They Saying? </p><p>Now thats what I call new media </p><p> My.Internet: </p><p>16% </p><p>Dude, I was doing that in </p><p>2003 </p><p> Old, New Media: </p><p>37% </p><p>You are so, like, 2000 </p><p> I'll Do Nothing </p><p> And Like It: </p><p>47% </p></li><li><p>How Are They Consuming Media Online? </p><p>248</p><p>355</p><p>216200</p><p>471</p><p>402</p><p>199</p><p>137</p><p>97</p><p>160 166</p><p>5064</p><p>171</p><p>15 13 12 130</p><p>2110</p><p>Downloaded a full</p><p>length video</p><p>Downloaded a</p><p>podcast</p><p>Downloaded a</p><p>video clip</p><p>Listened to</p><p>streaming audio</p><p>Made a podcast Read an RSS feed Watched</p><p>streaming video</p><p>My.Internet</p><p>Old, New Media</p><p>I'll Do Nothing And Like It</p><p>Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300 </p><p>Average </p><p>Metric: Index against overall respondent average </p></li><li><p>For The Most Part My.Internet Likes The Same Sites As Everyone </p><p>Else </p><p>0%</p><p>0%</p><p>0%</p><p>1%</p><p>1%</p><p>1%</p><p>1%</p><p>1%</p><p>1%</p><p>1%</p><p>1%</p><p>1%</p><p>2%</p><p>5%</p><p>5%</p><p>6%</p><p>16%</p><p>16%</p><p>19%</p><p>24%</p><p>Excite</p><p>NYTimes</p><p>Other ISP</p><p>BBC News</p><p>Comcast</p><p>Drudge</p><p>WebMD</p><p>ABC News</p><p>Ask.com</p><p>CBS News</p><p>USA Today</p><p>WPNI</p><p>ESPN</p><p>AOL News</p><p>Google News</p><p>Fox News</p><p>CNN</p><p>Yahoo!</p><p>Other News</p><p>MSNBC</p><p>1%</p><p>2%</p><p>1%</p><p>0%</p><p>3%</p><p>1%</p><p>1%</p><p>4%</p><p>1%</p><p>1%</p><p>1%</p><p>0%</p><p>0%</p><p>3%</p><p>2%</p><p>6%</p><p>13%</p><p>14%</p><p>18%</p><p>30%</p><p>Excite</p><p>NYTimes</p><p>Other ISP</p><p>BBC News</p><p>Comcast</p><p>Drudge</p><p>WebMD</p><p>ABC News</p><p>Ask.com</p><p>CBS News</p><p>USA Today</p><p>WPNI</p><p>ESPN</p><p>AOL News</p><p>Google News</p><p>Fox News</p><p>CNN</p><p>Yahoo!</p><p>Other News</p><p>MSNBC</p><p>0%</p><p>1%</p><p>1%</p><p>1%</p><p>2%</p><p>0%</p><p>1%</p><p>2%</p><p>1%</p><p>4%</p><p>2%</p><p>0%</p><p>0%</p><p>4%</p><p>3%</p><p>10%</p><p>10%</p><p>15%</p><p>22%</p><p>21%</p><p>Excite</p><p>NYTimes</p><p>Other ISP</p><p>BBC News</p><p>Comcast</p><p>Drudge</p><p>WebMD</p><p>ABC News</p><p>Ask.com</p><p>CBS News</p><p>USA Today</p><p>WPNI</p><p>ESPN</p><p>AOL News</p><p>Google News</p><p>Fox News</p><p>CNN</p><p>Yahoo!</p><p>Other News</p><p>MSNBC</p><p> My.Internet Old, New Media I'll Do Nothing And Like It </p><p>Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300 </p><p>Q: What is your favorite news and information website? (Open ended) </p></li><li><p>Loyalty, However, Is Not Their Strong Suit </p><p>17.3</p><p>19.1</p><p>21.8</p><p>22.0</p><p>24.5</p><p>25.4</p><p>30.0</p><p>31.2</p><p>63.9</p><p>General News/Information Category</p><p>MySpace</p><p>Frappr!</p><p>Facebook</p><p>Topix.net</p><p>YouTube</p><p>Digg.com</p><p>Flickr</p><p>Del.icio.us</p><p>Source: Nielsen//NetRatings Netview Service. Work, April 2006 </p><p>Metric: Number of News and information sites visited by visitor to Brand A </p></li><li><p>Enable The Mash-Up </p></li><li><p>And This Is What You Get </p></li><li><p>Key Finding: Be Not Afraid </p><p> There is a new class of Internet users, but it turns out that they are pretty much the same as the old ones. </p><p> They Are younger and more internet media centric </p><p> Are more engaged </p><p> Less loyal than average </p><p> Seem to like the same sites as everyone else </p><p> For Publishers: The winners will let them be in control of both content and their advertising experience. </p></li><li><p>The Effects Of RSS On News Sites </p><p> What The Heck Is RSS Doing To My Site? </p><p>I used RSS as a novelty at first, now find the data aggregation it provides time saving. I have a couple of sites I trust, but Ive been expanding. </p></li><li><p>Key Finding </p><p> While RSS has different affects depending on specific site strategy, there appear to be two constants in the way RSS use changes the ways consumers interact with media properties online. </p><p> 1. At least in the initial period of use, RSS seems to increase overall </p><p>media engagement. This includes with familiar sites, as well as broadening site use to sites outside of the top 20 media properties. </p><p>2. Although the reason is unclear, those consumers who use RSS seem to have less overall satisfaction with the media sites that they do visit. </p></li><li><p>RSS Users Aggressively Use Current Events and Global News </p><p>Information </p><p>8</p><p>14</p><p>22</p><p>21</p><p>36</p><p>178</p><p>7</p><p>10</p><p>14</p><p>19</p><p>22</p><p>58</p><p>Multi-category News &amp; Information</p><p>Research Tools</p><p>Weather</p><p>Directories/Local Guides</p><p>Special Interest News</p><p>Current Events &amp; Global News</p><p>RSS</p><p>Control</p><p>Metric: Minutes per month </p></li><li><p>RSS Users Tend To Visit 3 Times As Many News Sites As Non-Users </p><p>10.6</p><p>3.4</p><p>RSS Control</p><p>Metric: Average number of Current Events and Global News sites visited in a month </p></li><li><p>While They Still Read The Top Media Sites, RSS Users Expand </p><p>Outside Of The Top 20 </p><p>32</p><p>11</p><p>16</p><p>4</p><p>51%</p><p>36%</p><p>0</p><p>5</p><p>10</p><p>15</p><p>20</p><p>25</p><p>30</p><p>35</p><p>RSS Control</p><p>0%</p><p>10%</p><p>20%</p><p>30%</p><p>40%</p><p>50%</p><p>60%Top 20 News/Information Sites</p><p>All Other News/Information Sites</p><p>"Other" as a percentage of "Top 20"</p><p>Metric: Visits per person per month </p></li><li><p>Most RSS Users Do Not Even Know They Are Using RSS </p><p>17%</p><p>83%</p><p>Aware RSS User</p><p>Unaware RSS User</p><p>Metric: Percent of behavioral RSS users who answer that they use RSS </p></li><li><p>RSS Awareness is Reflected in Length Of Online Tenure and </p><p>Gender </p><p>78% Male </p><p>48% Online before 94 </p><p>46% College Grad+ </p><p>25% $100k + </p><p>17% Uses Gecko Engine Web Browsers </p><p>(FireFox, Netscape etc) </p><p>17% 18 to 34 Years Old </p><p>54% Male </p><p>36% Online before 94 </p><p>53% College Grad+ </p><p>27% $100k + </p><p>15% Uses Gecko Engine Web Browsers </p><p>(FireFox, Netscape etc) </p><p>25% 18 to 34 Years Old </p><p>46% Male </p><p>34% Online before 94 </p><p>43% College Grad+ </p><p>22% $100k + </p><p>5% Uses Gecko Engine Web Browsers </p><p>(FireFox, Netscape etc) </p><p>16% 18 to 34 Years Old </p><p>Uses RSS </p><p>Aw</p><p>are</p><p> Of </p><p>RS</p><p>S U</p><p>se</p><p>Yes </p><p>Yes </p><p>No </p><p>No </p></li><li><p>Unaware Users Frequently View RSS As Going to The Source Itself </p><p>4%</p><p>4%</p><p>6%</p><p>28%</p><p>17%</p><p>18%</p><p>24%</p><p>4%</p><p>5%</p><p>9%</p><p>0%</p><p>21%</p><p>30%</p><p>32%</p><p>3%</p><p>6%</p><p>9%</p><p>0%</p><p>16%</p><p>31%</p><p>35%The source itself </p><p>A site that brings together a </p><p>number of news sources </p><p>A site that allows me to </p><p>personalize the news sources I see </p><p>A RSS reader either built into your </p><p>browser or as an application </p><p>A search engine </p><p>Email newsletters </p><p>Other </p><p>Aware RSS User </p><p>Unaware RSS </p><p>User Not A RSS User </p><p>Q: When you read news online, which of the following sources do you use to read a news story most often? </p><p>(please select one) </p></li><li><p>Even Those Who Are Unaware of Use Are Influencers </p><p>11%</p><p>28%</p><p>33%</p><p>38%</p><p>39%</p><p>34%</p><p>38%</p><p>59%</p><p>9%</p><p>17%</p><p>19%</p><p>24%</p><p>21%</p><p>28%</p><p>29%</p><p>41%</p><p>7%</p><p>14%</p><p>20%</p><p>16%</p><p>18%</p><p>20%</p><p>22%</p><p>34%</p><p>Aware RSS User </p><p>Unaware RSS </p><p>User Not A RSS User </p><p>I am more comfortable with technology than </p><p>most of the people I know </p><p>I frequently send links to new interesting </p><p>websites to friends and family </p><p>I frequently send links to news stories to </p><p>friends and family </p><p>I typically buy new technology before </p><p>friends and family </p><p>I typically sign up for or download new </p><p>Internet services before friends and family </p><p>I frequently send links to interesting new </p><p>products to friends and family </p><p>People come to me to find out about new </p><p>websites </p><p>I frequently access the Internet from devices </p><p>other than a laptop or desktop computer </p><p>Q: To what degree do each of the following statements apply to you? Please rate each on a scale from 1 to 10 [Top </p><p>3 Box] </p></li><li><p>All RSS Users Are Newsies </p><p>0%</p><p>10%</p><p>20%</p><p>30%</p><p>40%</p><p>50%</p><p>60%</p><p>70%</p><p>80%</p><p>90%</p><p>Blogs Editorial International Business Politics Technology</p><p>and Science </p><p>National Front</p><p>Page news </p><p>Breaking</p><p>news </p><p>Aware RSS User</p><p>Unaware RSS User</p><p>Not A RSS User</p><p>Q: When you go online for news and information, which of the following types of information do you typically </p><p>read? (please select all that apply) </p></li><li><p>Availability Is Key, However Aware Users Look To Search, While </p><p>Unaware Users Look For Timeliness </p><p>0%</p><p>10%</p><p>20%</p><p>30%</p><p>40%</p><p>50%</p><p>60%</p><p>70%</p><p>80%</p><p>90%</p><p>Available 24</p><p>hours a day </p><p>Easy to</p><p>search </p><p>Most up to</p><p>date news </p><p>Wide variety</p><p>of sites /</p><p>sources </p><p>Amount of</p><p>information</p><p>available </p><p>Can be</p><p>personalized</p><p>Entertaining Like certain</p><p>sections /</p><p>columnists </p><p>Aware RSS User</p><p>Unaware RSS User</p><p>Not A RSS User</p><p>Q: Why do you use the Internet for news and information (please select all that apply) </p></li><li><p>The Role Of Greater Awareness In The RSS User Experience </p><p>No Awareness Moderate Awareness Full Understanding </p><p>Le</p><p>ve</p><p>ls o</p><p>f E</p><p>ng</p><p>ag</p><p>em</p><p>en</p><p>t </p><p>My Yahoo! Use </p><p>RSS Reader Use </p><p>Content Added Aggressively </p><p>Content </p><p>Saturation </p><p>Reached </p><p>RSS Efficiency </p><p>Awareness </p><p>Develops </p><p>Content </p><p>Equilibrium </p><p>Reached </p></li><li><p>Take Aways </p><p> Relationship RSS undeniably changes the ways consumers interact with a </p><p>media property. While some sites have seen great benefits from RSS functionality, others are clearly being hurt. Perhaps the greatest beneficiaries of RSS may be sites outside of the Top 20 properties, which should continue to see increased usage from RSS traffic. </p><p> The Future </p><p> Current evidence suggests that near-term effects may not last. As consumers become more comfortable with RSS they seem to be using it to streamline their online experience, rather than broadening it. </p></li><li><p>Questions? </p></li></ul>