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Web May Be Killing Newspapers, But Not News Reading

Time Spent Reading News via Pew

From a recent Pew report, Americans Spending More Time Following the News. The report’s title captures two things at once. One, time spent reading news is not falling; in fact it’s up from 2000. Two, it suggests the old model (subscribing, bookmarking) is being replaced by a new paradigm (following, friending).

Google's Biggest Advertisers in June 2010 (And What They Tell Us About Online Media)

Top 10 Google Advertisers June 2010

Hats off to Michael Learmonth at Ad Age for getting his hands on this sensitive document!

“While the search-spending document obtained by Advertising Age is not a complete list of advertisers on Google, the accuracy of its data was verified by multiple sources with direct knowledge of spending levels. It’s a revealing cross-section of Google’s business that gives some clarity to one of the most opaque areas of ad spending, and the lifeblood of many American businesses. “

Two noteworthy items in this story.

One, Google’s revenues are well distributed: Its top 10 advertisers (in June, anyway) represent only 5% of its total revenue. While 47 advertisers spent more than $1 million in the month, another 71 spent between $500,000 and $1 million, and other 357 spent between $100,000 and $500,000.

Two, Google’s revenues — which represents around half of all online ad spending — continue to skew heavily toward direct-response advertising versus brand advertising. Google’s top 10 includes University of Phoenix parent Apollo Group, Expedia, Amazon, eBay, and Living Social. Compare that to the list of top 10 US advertising spenders across all media:

Top 10 Advertisers Across All Media

Outside of AT&T, they are entirely different lists. At this point in the history of the Internet, it’s hard to argue that the big brands haven’t yet gotten hip to the crazy new technology. The only reasonable explanation is this: The giants of ad-supported online media — portals, publishers and social media platforms — are not offering solutions that do the stuff of brand marketing. Nobody beats search and behavioral targeting when it comes to serving up a coupon when we’re hunting for a product. But clearly the big spenders on the brand side aren’t convinced online ads can turn us on to a new shampoo or shaver, or convince us to walk into a dealership when our old car is still running fine.

Online Ad Spending Up 11%, 2010 vs 2009

eMarketer 2010 Online Ad Spending

Double-digit growth has returned to global online ad spending. Full coverage at Adweek.

Razorfish Outlook 2010 Report Shows Site-Specific, CPM Buying Dominates

Razorfish 2010 Outlook

From Zack Rodgers’s summary of Razorfish’s annual digital spending report (see ):

–Display advertising within social media captured only 4% of budgets

–Investment in social-media marketing skewed toward content creation and management (eg, Facebook fan pages, blogger outreach) versus traditional advertising

–The big winners continued to be CPM campaigns or sponsorships negotiated at a site-specific level (30%) and paid search / sponsored listings (25%)

–Mobile advertising dollars remain small, but the future looks bright

–CPC rates at major search engines was between $0.56 and $0.88 per click, expected to rise in 2010

Social Media Stats-Porn: Updated Social Media Revolution Video

Arbitron's Portable People Meters Show Large Gap Between Actual and Self-Reported Listening Habits

Turns out he actually listens to soft rock.

Guy in Ramones t-shirt

Now that radio measurement firm Arbitron has replaced its self-reported paper diaries with Portable People Meters that actually track listening behavior (as Nielsen did for TV ratings in 1987), it’s finding that we listen to the embarrassing stuff more often than we’d like to admit. Ratings for classical stations are nearly 11% lower than previously reported, and men make up 16% more of the soft-rock audience than they did when they had to acknowledge it in writing. More at NY Times.

Eleven percent here, 16% there — it adds up to a big gap between what we do and what we tell pollster we do.

Latest Media-Consumption-Stats Video

Newspapers have lost 7 million subscribers in the past 25 years, while online newspapers have picked up 30 million readers in the past five. See? The Internet’s not all bad! (Though you might argue that email’s mostly bad, since 90% of emails sent each day are spam.)

(Thanks, @emilyquestions!)

Time Spent with Social Media Triples, 2008 to 2009

We’re now spending 17% of our online time with social networking sites, up from 6% last August. From Read/Write Web:

“According to new figures from Nielsen, the amount of time spent surfing social networking and blogging sites had tripled since last year, suggesting ‘a wholesale change in the way the Internet is used,’ says Jon Gibs, VP of media and agency insights at the company’s online division….”

As a result:

“Even as companies decreased their overall ad expenditures, they increased their spend on top social networks and blogs — up 119% from last year. ($108 million in August 2009 up from $49 million in August 2008). And when broken down by category, the increases are even more dramatic. The entertainment industry, for example, has increased spending by 812% year-over-year on social network sites and the travel industry increased spending by 364%.”

(Thanks, Dave!


Travel, Tech and Auto Content Capturing Highest Online CPMs

CPMs by Vertical, According to Adify

That’s according to Adify sales data assembled as a Chart of the Day at SAI. No surprises in the composition of the top 3. It’s interesting, though, to see the categories that are experiencing a post-recession bounce: tech, food and real estate.

4 Out 5 Online Americans Participate in Social Media

Josh Bernoff summarizes topline findings from Forrester’s 3rd annual social-media audience study, The Broad Reach of Social Technologies.

Forrester Chart on Social Media Populations

Two things stand out for me.

1. More than 80% of the US internet population is at least consuming content created by or distributed by social media platforms.

2. Nearly a quarter of the US internet population actively creates (blogs or publishes into services such as Twitter) or actively curates (a group Forrester calls “Collectors” who help aggregate or re-organize content via platforms like Digg).

Both are staggeringly big populations.