Newspaper vs. Online Advertising – Is There a Niche for Newspapers in Modern Advertising Markets?

Newspapers have experienced declining circulation figures and declining advertising revenues for several years. In particular, declining advertising figures put a threat on newspapers – this is especially severe in the US where 73% of their revenues are generated through advertising. On the advertising side many companies have expanded their advertising expenditure towards online. Consequently, there are concerns about online advertising substituting newspaper advertising – in the same way as it has been feared for many years for the readership side. Both possible effects might put a threat on the further existence of (print) newspapers. However, though the internet – compared to newspapers – offers a variety of advantages for advertising companies, substitution tendencies cannot be generalized. In particular, we argue that newspaper advertising offers great benefits for the retailing industry. Consequently, we believe that retail advertising offers a niche for regional and local newspapers that can be expected to represent a sustainable segment of complementarity within the otherwise predominantly substitutional advertising markets. The paper substantiates this argument by applying the economic theory of advertising – in particular the differentiation between persuasive/complementary and informative advertising. The latter one presents the reason for retailers to continue advertising in newspapers. Subsequently, we conclude that no complete substitution between newspaper and online advertising can be expected to take place on the advertising side in the foreseeable future. The authors like to thank the participants of the EMMA-conference in Moscow (June 2011) and the members of the research group ‘Markets & Competition’ as well as Anna Lund Jepsen for helpful comments on an earlier version of this paper.: Media economics, advertising, competition, complementation, substitution, online

The State of Private Sector Electronic Labour Exchange Services in Canada

This report has two aims. The first is to provide a descriptive overview of the services offered by private sector electronic labour exchanges (ELEs) in Canada. The second is to assess those services in terms of their likely effects on labour market matching, their accessibility, and the degree to which they satisfy the needs of all Canadian jobseekers and employers. The report finds that there is a robust private sector in ELE services in Canada. The private sector provides a broader range of services than the main public sector alternative, Job Bank. However, there are key areas in which the private sector does not deliver adequate services. The public sector, through Job bank, can take the lead in providing specialized job-search services tailored toward groups with unique labour market needs.labour market matching, electronic labour exchange services, private sector, public sector

Chasing Sustainability on the Net : International research on 69 journalistic pure players and their business models

This report outlines how online-based journalistic startups have created their economical locker in the evolving media ecology. The research introduces the ways that startups have found sustainability in the markets of ten countries. The work is based on 69 case studies from Europe, USA and Japan. The case analysis shows that business models can be divided into two groups. The storytelling-oriented business models are still prevalent in our findings. These are the online journalistic outlets that produce original content – news and stories for audiences. But the other group, service-oriented business models, seems to be growing. This group consists of sites that don’t try to monetize the journalistic content as such but rather focus on carving out new functionality. The project was able to identify several revenue sources: advertising, paying for content, affiliate marketing, donations, selling data or services, organizing events, freelancing and training or selling merchandise. Where it was hard to evidence entirely new revenue sources, it was however possible to find new ways in which revenue sources have been combined or reconfigured. The report also offers practical advice for those who are planning to start their own journalistic site

Evolve or Dissolve: Will the Extra, Extra Save the Newspaper?

Newspapers have always been the trusted source of information for many years by many. The Internet and other electronic mediums have tested that tendency in recent years. Newspapers have been making changes and evolving to remain a medium of choice in the 21st century. Due to declines in circulation numbers and instabilities in advertising revenue, newspapers have found new ways to continue to be successful. They have encompassed an online presence by the use of online newspapers, fragmented and localized by the use of niche publications and reached the untouched Hispanic and Mexican market by the use of Spanish-language publications. For those newspapers, which have made changes, it has proven to be profitable. The opportunities are tremendous, but not without hard work. Newspapers may not be growing in terms of circulation, but are growing by becoming Newspaper Multi-Mediums. Along with their core product, newspapers offer many components to reach readers through journalistic integrity and advertising

WTO Regulations and the Audio-visual Sector—An Analytical Framework for Pakistan

Audio-visual services play a crucial and formative role in any society. These services are closely linked to the preservation of cultural identity and social values, and play a major role in shaping public opinion, safeguarding democratic system and developing creative potential. Due to these reasons, governments of both developed and developing countries not only provide direct and indirect incentives to their domestic industries but also strictly regulate the content of audio-visual media. During the Uruguay Round of WTO (World Trade Organisation) negotiations, audio-visual service sector witnessed limited liberalisation. Even major players such as the EU, Australia and Canada did not make any commitments to liberalise trade in these services. This was primarily to protect the domestic industries from foreign competition, promote their growth and to protect the cultural heritage of the nations from foreign influence. Many countries have repeatedly raised concerns about the capability of the GATS (General Agreement on Trade in Services) framework to take into account the democratic, cultural and social aspects. Others have explained that audio-visual sector is largely covered by domestic regulations and normal trade rules are not applicable to these services.

The Economics of Internet Media

We survey the economics literature on media as it applies to the Internet. The Internet is an important driver behind media convergence and connects information and communication technologies. While new Internet media share some properties with traditional media, several novel features have appeared: On the content side, aggregation by third parties that have no editorial policy and user-generated content have become increasingly important. On the advertiser side, fine-tuned tailoring and targeting of ads based on individual user characteristics are common features on many Internet media and social networks. On the user side, we observe increased possibilities of time-shifting, multi-homing, and active search. These changes have gone hand-in-hand with new players entering media markets, including search engines and Internet service providers. Some of these players face novel strategic considerations, such as how to present search results. In response to these changes, an emerging economics literature focuses on the allocative and welfare implications of this new media landscape. This paper is an attempt to organize these contributions and provide a selective account of novel economic mechanisms that shape market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some studies also look at content provision and the interaction between the two

Indo-U.S. FTA - Prospects for Audiovisual Services

Many WTO (World Trade Organization) member countries, including India, are defensive about opening up of the audiovisual sector in the Doha Round due to reasons of cultural sensitivity. On the other hand, the United States is pushing for liberalizing trade in this sector both in the WTO and in its bilateral FTAs (Free Trade Agreements). With the slow progress of the Doha Round, India and the United States are exploring the possibilities of entering into FTAs with like-minded trading partners. In this context, the present paper discusses the prospects of liberalizing audiovisual services under a possible Indo-U.S. FTA. The study found that India and the United States have significant trade complementarities in this sector which can be further enhanced under an FTA. It identifies areas such as co-production of films, digital content creation and broadband infrastructure in which companies from India and the United States can enter into mutually beneficial collaborations. It argues that India should enter into a media cooperation agreement with the U.S. to facilitate the inflow of technical know, finance and best management practices. It discusses regulatory and other reforms which would not only improve the productivity and global competitiveness of the Indian audiovisual sector but also enable it to gain from the FTA.Indo-U.S. FTA, GATS, bilateral agreements, audiovisual, Services

Indo-U.S. FTA: Prospects for Audiovisual Services

Many WTO (World Trade Organization) member countries, including India, are defensive about opening up of the audiovisual sector in the Doha Round due to reasons of cultural sensitivity. On the other hand, the United States is pushing for liberalizing trade in this sector - both in the WTO and in its bilateral FTAs (Free Trade Agreements). With the slow progress of the Doha Round, India and the United States are exploring the possibilities of entering into FTAs with like-minded trading partners. In this context, the present paper discusses the prospects of liberalizing audiovisual services under a possible Indo-U.S. FTA. The study found that India and the United States have significant trade complementarities in this sector which can be further enhanced under an FTA. It identifies areas such as co-production of films, digital content creation and broadband infrastructure in which companies from India and the United States can enter into mutually beneficial collaborations. It argues that India should enter into a media cooperation agreement with the U.S. to facilitate the inflow of technical know, finance and best management practices. It discusses regulatory and other reforms which would not only improve the productivity and global competitiveness of the Indian audiovisual sector but also enable it to gain from the FTA.Indo-U.S. FTA, GATS, bilateral agreements, audiovisual, services

The Substances of Digital Media in Inventive Diligence: Milieu of Bangladesh

The study scrutinizes the indispensable issues of digital media in the business arena of Bangladesh in term of potential panorama. Digital Bangladesh is a wonderful vision that is dreamt by the government and the literate class for the technological development of Bangladesh. The benefits of digital Bangladesh are many. It will make people think globally and connect them with the whole world economically, socially, politically, academically and even culturally. To make our country digital first of all, uninterrupted power supply has to be ensured and we have to develop computer network skill and ensure equitable access. Bangladesh is re-sounding with the target of achieving digital Bangladesh. From the last decade the creative industries in this country are vastly motivated by modern technology and also open new arena for creative people to live their life as a freelancer for the global village. Digital environment also change the socio-economical situation. Most of the citizen of this country is using cell phone and also internet which is connected them to the global prospect. Key words: Digital Media, Diligences, Creative Industries, Digital Dimension

Marketing plan: probate for dummies

Mestrado em IPB-ESTG e ASSOCIAÇÃO DE POLITÉCNICOS DO NORTE (APNOR): Instituto Politécnico do Cávado e do Ave, P. Porto, Instituto Politécnico de Viana do CasteloThe aim of this study is to define the most appropriate marketing strategy, as well as develop a marketing plan to increase brand recognition, for a newly created Brazilian company called Probate for Dummies, which operates in the online resale of inherited assets. Primary data that provide the basis for this study were generated through semi-structured interviews, while secondary data were collected from the review of public documents, company’s website, and bibliographical research. The sample of this study was formed by four elements, being the first one the owner of the company, followed by three specialists in different areas of knowledge which may directly influence the business, in this case a lawyer, a psychologist and real estate broker. Thus, it was possible to interpret the way the company’s relationship with its environment, as well as identifying the intention of market positioning and future actions intended. As for the main outcomes, this project unfolds the key factors of both micro and macro environments of the company, in the form of a SWOT and PESTEL analyses, as well as the analysis of the Porter's five competitive forces. In the sequence, a marketing central strategy was delineated through the market segmentation, target selection and positioning definition, which guided the marketing objectives to be pursued. Thereafter, based on those marketing objectives, a marketing mix was composed based on the 7P’s (Product, Price, Placement, Promotions, People, Process, Physical Evidence). Furthermore, an operational plan composed by specific actions addressed to each marketing goal was settled, along with the budget and schedule of implementation. Regarding the conclusions, a market penetration strategy shows to be the most suitable for this business, with development of new services for the costumers of the niche it acts. Yet, the strategy is intensively based in terms of promotion, especially in segmented digital marketing.O objetivo geral deste estudo consiste em definir a estratégia de marketing mais apropriada, bem como elaborar um plano de marketing visando aumentar o reconhecimento de marca, para uma empresa brasileira recém-criada e designada Inventário para Leigos, que atua no setor de revenda online de bens herdados. Os dados primários que servem de base para este estudo foram gerados através de quatro entrevistas semiestruturadas, já os dados secundários foram coletados a partir da revisão de documentos públicos, website da empresa, e pesquisa bibliográfica. A amostra deste estudo foi composta por um elemento, sendo este o proprietário da empresa. Dessa forma, foi possível interpretar a forma como a empresa se relaciona com o ambiente envolvente, assim como identificar a intenção de posicionamento de mercado e ações futuras pretendidas. Quanto aos resultados, este projeto desdobra os fatores-chave que compõem o micro e macro ambientes da empresa, na forma das análises SWOT e PESTEL, acompanhadas da análise das Cinco Forças Competitivas de Porter. A estratégia central de marketing foi delineada por meio da segmentação de mercado, seleção do mercado alvo e definição do posicionamento, que orientaram os objetivos de marketing a serem almejados. Assim, baseado nesses objetivos, o mix de marketing foi composto com base nos 7P's (Produto, Preço, Distribuição, Comunicação, Pessoas, Processo e Evidências Físicas). Além disso, estabeleceu-se um plano operacional, composto por ações direcionadas a cada objetivo de marketing, juntamente com orçamento e o cronograma de implementação. Em relação às conclusões, verifica-se que a estratégia de penetração de mercado é a mais adequada para este negócio, com desenvolvimento de novos serviços para os clientes do nicho em que esta nova atividade se desenrola. Sublinhe-se ainda que a estratégia de divulgação deve ser intensamente alicerçada em ações de marketing digital altamente segmentado