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Research
Classified models: winners and losers
June 3, 2005 The report, researched and co-authored by Pressflex and published by the World Association of Newspapers, examines the opportunities for newspaper publishers to defend their classified advertising markets in the face of relentless migration to the internet. It includes the latest research on this migration and shows how publishers can leverage the advantages that newspapers offer advertisers: local branding, strong readership across most generations, contact with traders, reliable reputation, strong marketing capability, in-house resources, in-house sales, content management skills and technology. For more information and to obtain a copy of the report, click here.
Classified advertising is on the move
June 2, 2004 Pressflex researched and coauthored the first ever crossmarket survey of classified advertising migration to the Internet, published by the World Association of Newspapers. The pace of the migration from print to Internet is relentless, but manageable. By confidently and imaginatively managing the market, publishers can retain their profits and customer relations as they and their advertising move toward the digital age. This report offers some simple rules to help newspapers retain their grip on their classified markets. For more information and to obtain a copy of the report, click here Cannibalization? Au contraire!
The world’s first countrywide survey shows that local newspapers with websites have healthier print circulations than papers without sites.
While conventional wisdom suggests that newspaper web sites cannibalize print circulation, the analysis of circulation at 236 French newspapers shows no such effect. In fact, the typical French newspaper with a web site outperformed its siteless peers between 1999 and 2001, a period in which French Internet usage soared.
The French figures validate previous US newspaper readership surveys that have suggested that newspaper web sites generate significant marketing benefits. The market-wide analysis means that publishers with weak circulation can cross the Internet off their list of suspected culprits. (2101 words)
September 15, 2001 Magazines are winning online but often do not know it, Pressflex's survey of lifestyle magazine marketing professionals shows. Nearly four out of five marketing executives at lifestyle magazines with web sites are missing out on their sites' chief benefits - extensive contact with potential subscribers and advertisers and substantial print subscriptions generation, the survey found. Two out of three lifestyle magazine web sites generate substantial print subscriptions, according to marketing managers for 95 publications in the UK, France and Hungary. While some publishers have spent 100s of thousands of Euros on showcase sites, online subscription sales has no correlation with development or marketing expenditure, but does relate to the amount of content on the sites and the use of editorial features such as links, forums and e-mail newsletters. (2049 words)
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