Sun, December 16, 2007
So, here may be one good reason you consider advertising on NYTimes.com. According to a new study by the National Newspaper Network and the Newspaper Association of America, based on online interviews of 1,501 adults conducted in September and October, readers of online newspapers are more likely to be so-called "influencers" - people who spread buzz and shape the opinions of others about various issues, including branded products and services.
According to the study, “readers of newspaper Web sites also tend to be early adopters of new products and technologies, and because advertising on newspaper Web sites are deemed more credible than ads on other online sources perceived as influencing word-of-mouth, including social networks, search engines and special interest sites.
This is all very interesting and I actually wouldn’t disagree with the findings. But, the one thing I don’t understand about this study is the source. Having the National Newspaper Network and the Newspaper Association of America do a study on the effectiveness of newspaper websites takes a lot of the credibility out of the findings for me.
Aside from the effectiveness of advertising, the one other piece of information that this article highlights is the importance of your public relations.
Here’s a direct quote from the story:
The increasing role of editorial content on the Internet in spreading word-of-mouth, was highlighted last week by Martin Sorrell, chairman-CEO of the WPP Group, the world's largest buyer of media, during a presentation at the UBS media conference in New York. "It's given public relations a totally different meaning," Sorrell said of the impact the rising role social networks has had on WPP's public relations and public affairs operations have had as corporate and brand marketers seek to influence their conversations. "Social networks and the growth of social networking has made editorial publicity more important than it has ever been," he said.
Next time you see your publicist, give them a hug. They may well be your brands best friend.
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