Archive for the 'traditional media' Category

Page views versus time spent — the Web marketing conundrum

For a while now, new media marketers have been vexing over various models of calculating their Web marketing ROI. 

Is time spent more meaningful a measure than page views?  But let’s say John Doe spends 3 minutes on a given Webpage, how do we know how many minutes (or more likely, seconds), he has spent on, say, a banner ad at the top, a video ad embedded onto the page, ads on the side bars, etc?  Or if he only focused on the article/text he was reading and managed to ignore the blinking ads?

 KD Paine has a take on this issue that is well worth considering.  Check it out.For all its limitations (which is closely tied to the nascence of the medium), my view is that ROI for online marketing is still more trackable than say, an ad placed on the newspaper.  We don’t even know if anyone encountered the newspaper ad, and often, all that we can rely on is what the ad sales person assures us is the circulation, readership profile, etc of the paper in question.

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Social media phenomenon in Asia?

Neville Hobson highlighted a Universal MaCann study that is the latest in a series reporting pretty phenomenal growth in the use of social media across Asia.  One earlier pan Asian study was by Windows Live Spaces .  Some salient numbers:

  • Nearly half of those online in Asia have a blog
  • 74% find blogs by friends and family to be most interesting
  • Young people and women dominate (except India where it is overwhelmingly a male domain and Korea where blogging is a part of everyday life for all)
  • 50% believe blog content to be as trustworthy as traditional media
  • 41% spend more than three hours a week blogging
  • More than 40% have less than 10 visitors per week

Beneath the headline numbers, however, more than 40 percent of bloggers polled in the study have less than 10 visitors per week, except in South Korea, with 11 percent having more than 50, and 12 percent with over 250 visitors per week.

For what it’s worth, it must be noted that the survey was conducted entirely online via the various Asian MSN portals.   Some 25,000 people reportedly took part in the survey between August and September 2006.  Is this methodology rigorous enough, since its draws solely from a participant pool of people who are already online?

No doubt, the use of social media is on the rise, and this impacts the field of media and communication, from journalists to PR practitioners.  However, I can’t help wonder if the numbers are as stratospheric as they are made out to be.  Afterall, the likes of Universal McCann have vested interest in pushing this new source of revenue growth even as advertising in traditional media platforms (especially newspapers) decline (see here, here, here, here, and here).

Click here for the press relase “Blogging in Asia: A Windows Live Report.” 

Click here for a CNET Asia report filed by Jeff Ooi.  Incidentally, this is the same Jeff Ooi (of the Screenshots fame) who is facing a defamation suit from the pro-establishment New Straits Times.  Jeff Ooi and fellow blogger Ahirudin Attan are being sued by NST for posts criticizing the daily and the government in what is seen as a politically-motivated tactic to put the lid on criticisms of the Badawi administration.  Read about it here here, and here.

Brave new world full of opinions – editorial from Bangkok’s The Nation

bridge.jpgI am really interested in how the advent of new media–or more precisely perhaps, social media as a more accurate referent to the evolution of new media whose early emphasis was on technology–is impacting traditional media’s historical role as the gatekeeper of information.  Indeed, if social media continues to take off, the public relations industry risks being obsolete if it does not adapt and realize that we need to go beyond issuing the standard press releases and refuse to extend our stakeholder relations program beyond key editors and journalists of traditional media and corporate analyst types, to citizen journalists and opinion leaders.

Indeed, traditional media is already wide awake to the ongoing redefinition of its role, caught in the crosscurrents of a public increasingly angling for a greater role in shaping the news and information that they consume.  I thought that Bangkok’s The Nation wrote a rather searching editorial in its May 3 edition on this issue. 

“The media as we know it is coming to an end,” it declared. 

“Bloggers, citizen reporters or simply general users have been contributing to media content in ever-increasing quantity and quality. The information flow has for some time ceased to be one-way, and it’s only a matter of time before what initially was called ‘feedback’ matches or overtakes the ‘output’ in terms of reliability and credibility,” the op-ed continued.

Of course, this editorial (click here for the full op-ed or here for print-ready text) comes at a rather urgent moment in Thailand’s history, where press freedom has been even more curtailed under the military junta (in a recent report by New York-based Freedom House, Thailand’s press freedom ranking slipped to 127 out of 194 countries from its placement at 29 in 2000 and 107 in 2006).  See report by The Nation here.  Yet, the military government is starting to see that despite media control, its citizens are able to continue expressing their opinions in various online platforms, which presents a much greater regulatory challenge than traditional media. 


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