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2009. május 20.

Legnagyobb honlapok egyedi látogatóinak a számai Amerikában - 2009. május

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Forrás: Compete

Hírfogyasztás változásai Amerikában - 2009 március

A média olvasottsága általában csökkent Amerikában 2008-ban, csak két médiacsatornában növekedett: az Interneten és a kábeltévéknél. Ennek következében a reklámköltések is csak ebben a két médiatípusban emelkedtek.

New patterns in news consumption and a deteriorating economy deepened the emerging cracks in the economic foundation of the media in 2008. Here is a brief look at the battering year for the news industry as measured by six key indicators: audience, economics, news investment, ownership and digital trends:


In a big news year, most media continued to see audiences shrink.

Only two platforms clearly grew: the Internet, where the gains seemed more structural, and cable, where they were more event-specific.

The data also suggest a clear trend in the changing nature of how Americans now learn about the world around them. People are relying more heavily — both during peak moments and in general — on platforms that can deliver news when audiences want it rather than at appointed times, a sign of a growing “on demand” news culture. People increasingly want the news they want when they want it.

  • Much of that traffic, moreover, went to the biggest Internet sites, many of them offering news primarily from wire services or aggregated from legacy media outlets. The top 50 news websites saw traffic for the year grow 27%, according to PEJ’s analysis of comScore data, while all news and information sites grew 7%. The top four news sites —Yahoo,, and AOL—saw unique visitors grow 22% to 23.6 million visitors a month. That was twice the rate of increase of 2007 and more than five times the rate in 2006.
  • The gains in cable, which generated even greater publicity, were more ephemeral. For 2008, the average monthly audience of the three major news channels throughout the day and evening grew by 38%, to a new high of 2.2 million. But after the election, the audience began to drift away. A bump in early 2009, though, brought the average back up slightly, and in February, prime-time audiences were running 5% ahead of the corresponding month of 2008.
Audiences Turn to Cable and Web
Percentage Change in Audience, 2007 to 2008, Across Media

  • The numbers for network news were down but not as precipitously as in past years and not as much as it was for network entertainment programming. The decline in the three commercial evening newscasts, for instance, slowed in 2008 to just 1% —or 300,000 viewers (compared with roughly a million lost annually over the last two decades). A combined 22.8 million people still watch the three programs each night, and 13.1 million watch the networks’ morning news. Late in the year, as the worsening economy became big news, both evening news and to a lesser extent morning shows saw audience gain.
  • The numbers were bleak for newspapers in print, though better for their digital editions. Circulation fell 4.6 % daily and 4.8% Sunday for the latest period compared with a year earlier. That brings them down 13.5% daily and 17.3% Sunday since 2001. Traffic to newspaper websites is growing, however. Unduplicated Web audiences are now estimated to add 8.4% to the average newspaper’s readership, making up most, but not all, of the audience decline.
  • In audio platforms, AM/FM radio audiences either grew slightly or fell depending on how you count them. Arbitron reported a small rise in the audience for news and talk programs, up 2% to 48 million. But survey data show small declines in the number of people who said they listened to radio news the day before (to 35% from 36%). Various new audio technologies, including from satellite, podcasts and Internet radio, grew. Sirius XM, the satellite radio company forged in the merger of the industry’s two pioneers, expected to finish the year with 9.2% more subscribers than the two companies had the year before.
  • And the ethnic press, a growing sector the last few years, saw its audience numbers become more complicated. The circulation for most of the African American papers declined. For Spanish-language dailies, results were mixed, while Spanish television stations gained. Online, the ethnic media made more strides in 2008 than in the past.
  • Perhaps the bleakest news came in for the American weekly news magazine. According a survey, less than a quarter of American adults said they read a magazine of some kind the day before—down from a third in 1994. Of the eight publications that PEJ tracks as news magazines, circulation dropped 4.8%. One stalwart – U.S. News & World Report – announced it would no longer be a print news weekly, converting instead to a monthly focused on its popular rankings of colleges and other consumer topics.
  • Local television remained the nation’s most popular source for news, but, on a percentage basis, it was among the biggest losers of audience in 2008. Just over half of Americans are now regular viewers (52%), according to a survey, down from nearly two-thirds (64%) a decade earlier. Viewership of local evening newscasts, those around the dinner hour, fell by an average of 4.5%, according to an analysis of ratings data by PEJ. Morning and mid-day newscasts held basically stable. Even the trend toward adding new shows in new timeslots seems to have slowed.

The economic storm of 2008 accelerated the crisis facing news business, forcing the weakest into insolvency and testing the strength of the rest. If estimates by Advertising Age prove accurate, total spending on advertising fell for the second consecutive year. Another decline is predicted for 2009. That would mark the first consecutive three-year decline in advertising spending since the Great Depression.For news, some of this—perhaps at least half—cannot be attributed solely to the cyclical downturn. It also reflects the powerful structural shifts brought on by digital technology, which has allowed those who want to reach consumers to do so without the news media as intermediary.

Change in Ad Spending by Medium
2007 to 2008

  • In newspapers, total ad revenue fell 16% in 2008. Even online ads – once the great hope – ended up falling 0.4%% and amounted to less than 10% of revenue.
  • In radio, the only gains at most stations are from new technology, concerts and billboards, but none of those sectors is particularly large. Fully 90% of radio revenue still flows to traditional, or terrestrial, radio. And through the first nine months of the year, traditional radio revenue was down 7% compared with the first three quarters of 2007. This contrasted to a 2% drop for all of 2007.
  • And in news magazines, the model of the mass-market printed weekly appears to have collapsed. U.S. News has gone to monthly guides while Newsweek, in a move to staunch losses, is trying to emulate the niche, elite model of The Economist. That leaves Time as the sold survivor of a genre it invented.
  • Even while online ad spending grew about 14% through the first three quarters of the year, most of it benefited Google and other search providers. Revenue from the sale of banners and other display ads that news websites depend on increased just 4%, and estimates are that it declined by the fourth quarter. One reason: the infinitely expanding universe of blogs and websites has forced them to cut their rates to compete for advertisers. The cost to reach 1,000 viewers fell by half in 2008 alone, to an estimated average of 26 cents.
  • In local television, a deteriorating market for advertising had analysts scrambling to revise their estimates downward as the year wore on. Most concluded that the final revenue numbers were as much as 7% lower than the year before and that profit margins had probably been cut in half. And that came during an election, a bad sign for a sector that counts on political ads to replenish coffers every two years. Local television is being particularly hurt by the collapse of the auto industry, its biggest advertiser.
  • Given all this, cable television executives could be excused for exuberance. Pre-tax profits in 2008 for the three major news cable channels grew by a third over the year before to an estimated $1.1 billion. Next year will likely not be as strong. A big source of the revenue gains was campaign ads, which ended with the election. But cable has one big advantage: fully half of its revenue comes from subscription fees built into monthly cable bills, which insulates the channels from downturns in ad rates and spending.
  • Network news, without that cushion of subscription fees, faces a long-term future that is far more questionable. With a different and decidedly disadvantaged economic model, the whole network model of providing programming to local stations is in question. If it collapses, so might the notion of network news programming. All that can be said with certainty is that network executives are facing challenges they have never seen before.
News investment

Other than in cable news, the picture in newsrooms in 2008 was brutal, and 2009 could be worse.
  • America’s newspapers got smaller in just about every way. We estimate that roughly 5,000 full-time newsroom jobs were cut, or about 10%, in 2008. By the end of 2009, the newsrooms of American daily newspapers may employ somewhere between 20% and 25% fewer people than in 2001—and the losses are higher at big-city metros. The impact was especially severe on overseas bureaus, in state capitals and in Washington. Half the states no longer have a newspaper covering the U.S. Congress. And the change in the product is manifest. The physical dimensions of the daily paper are smaller, ads now are common on front pages, sections have disappeared and some papers have stopped printing or delivering on unprofitable days.
  • In network television, for much of the year it looked as though newsrooms would be spared more of the bloodletting that had taken place the year before. Originally, cuts were smaller, although mostly among on-air personnel in contrast to behind-the-camera cuts the prior year. Heading into 2009, however, another round of cuts was on its way, and both foreign and domestic bureaus could be affected. Overseas, all three networks had, by the end of 2008, eliminated the posting of full-time reporters in Iraq.
  • The news teams Americans say they most rely on – the familiar faces at the local television stations – also shrank in 2008. Fewer stations reported hiring, and the median staff size slid from an all-time high the previous year as news directors looked for ways to combine newsgathering functions. The move to expand or add news programs also appeared to be slowing. A big capital infusion in equipment for the conversion to digital broadcasting came to a close. And by the end of the year layoffs were accelerating.
  • Radio news, already operating at a fraction of the size it did decades ago, seems headed into another period of contraction brought on by drops in local ad spending. Newsrooms – which already average only slightly more than two people and produce news for three stations – were expected to shrink further. Even the nonprofit National Public Radio announced layoffs – 7% of its staff of nearly 900 — and canceled two programs
  • Yet nowhere was the turmoil more acute than in news magazines. Late in the year, several publications announced substantial layoffs, on top of cutbacks in staffing and resources already made earlier in the year. Newsweek saw some of the biggest cuts, both in manpower and bureaus. Buyouts eliminated 160 employees, and one-correspondent bureaus in Chicago, Detroit and Mexico City were shuttered. Further cuts were feared in 2009.
  • Only the newsrooms of the three major cable channels were on a pace to increase their investment in newsgathering, at an average of 7%. CNN established one-person bureaus in 10 cities and announced the creation of a wire service. Fox News, at No. 2 in spending, was projected to have the biggest boost in budget, up 17%.

If things were bad in the counting house and the newsrooms, the picture for the companies that owned the news business was just as grim. There were few buyers out there. And those who had recently bet on the news business—like News Corp., Tribune, and McClatchy — were punished for buying too high or had trouble meeting their debt payments. Stock prices fell, and dividends were slashed. If two years ago there began to be doubts about whether ownership through publicly traded stocks was still an appropriate model, in 2008 bankruptcy restructuring entered the discussion of media ownership in a serious way.
  • In newspapers, stock prices fell 83% in 2008. Hearst announced it would have to sell, close or reorganize papers in Seattle and San Francisco. E.W. Scripps closed its paper in Denver. The Tribune Company filed for Chapter 11 bankruptcy protection even though most of its papers and television properties still generated operating profits; it was just not enough to cover the debt left over from the transaction in which it went private a year before. The owners of the Minneapolis Star-Tribune and the Philadelphia Inquirer and the Philadelphia Daily News also went in bankruptcy. One of the last of the African American dailies, the Chicago Defender, converted to a weekly publication cycle and AsianWeek folded.
  • In broadcast television, the Big Three owners with network news remained profitable in 2008 but looked overseas, to cyberspace and to new partners for growth in the face of continuing declines in their traditional advertising-based businesses. CBS wrote down the value of its holdings by $14 billion, citing the soft advertising environment, but invested heavily in a newly formed Internet division. The stock of NBC’s parent company, General Electric, fell so far so fast that it led to speculation that the network may be sold, although no signs of that emerged. ABC’s parent, Disney, warned that the recession would affect nearly everything it does, reducing attendance at its theme parks and sapping revenue from its television network.
  • In local television, which had been a financial bright spot, the situation dimmed. With credit tight and revenues declining, the number of television stations bought was half the figure reported the year before and the lowest since 2004. According to one accounting, 96 stations were sold from January to December 2008, with a total value of $866 million. This compared with 270 in all of 2007 for a value of $4.6 billion. The stock values of publicly traded companies that own stations plunged.
  • The pattern was similar in radio. While the biggest player, Clear Channel Communications, completed its sale to private equity investors in 2008, an expected surge of such dealmaking failed to materialize. In satellite radio, the two pioneers joined to form Sirius XM Radio, but the wilting economy soon forced them to accept a white knight investor to avoid defaulting on debt payments.
  • And in magazines, the major owners consolidated and even closed some publications. For the second year in a row, fewer new magazines were introduced and sales dwindled. There were 42 mergers and acquisitions among consumer magazines, a drop of 25% from 2007, and the value of the deals fell a staggering 97%.
Digital Trends

In addition to the broader audience and economic trends online, a number of specific Web developments emerged in 2008. For the news industry, they bring concern, glimmers of hope and new voices. But much of the expansion and innovation is now coming from those outside of traditional news industries.

And it became clearer during the year that newspapers, television and other legacy media are unlikely to ever support their worldwide news gathering with the sale of banners, pop-ups and other display advertising. The real growth online continues to be in search advertising, and no one has figured out a way yet to combine search advertising with news in sufficient volume.
  • Economically, one growing cause of concern for news is that national websites and aggregators like Google are fast making inroads in attracting local advertising. That means even if online advertising returns to big growth rates of two years ago, it may not help news organizations as much as once thought. Over the past decade, the share of Internet advertising derived from local businesses has doubled, by some estimates to 40%, but most of those ads (57% in 2007) are now going to national Internet-only sites like Google and Yahoo, not to local news organizations.
  • The areas of growth in news are small. Advertising in online video and rich media – those commercials that precede the video a user clicks to see — is growing swiftly, a compound rate of 33% over the last five years, although it still only represents about 10% of Internet advertising. And many users have figured out they can often view the same video without the ad on YouTube and other sites.
  • Mobile technology has also taken a leap, raising the prospect of millions of Americans getting their news from their smartphones. With 40 million active users of the mobile Web, advertisers spent $1.3 billion to reach them in 2008, up 59% from a year earlier. News organizations are scrambling to establish beachheads in this new land, but old questions of revenue persist. Will the tiny banner ads pay enough to finance the effort?
In online content, citizen news sites that do original reporting gained some steam in 2008, especially in areas where traditional coverage has vanished. But, according to a study of citizen sites in 46 markets, they remain far from a substitute for legacy media. Their range of topics is narrower, the sourcing somewhat thinner and the content often not updated even once a day. They also trail legacy news sites in the various methods for distributing their content.

  • Refugees of the mainstream press helped launch or staff a number of independent new ventures online. Some are nonprofits; others have been given start-up money with the expectation of becoming self-sustaining; still others are for-profit entities. The sites also are diverse in subject matter. Some cover very local news, other report globally and still other focus on niche areas such as health or science. A review by PEJ of several of the larger initiatives finds they are offering some solid journalism in niche areas of interest. But for now, these new ventures rely primarily on philanthropic funding and partly for that reason seem more suited to fill in the gaps of vanished journalism than to replace the industry entirely.
Forrás: Pew

Online reklámpiac 25 százalékkal növekedett Németországban 2008

Az online reklámpiac 3,6 milliárd Eurót ért el Németországban 2008-ban, ami 25 százalék növekedés előző évhez viszonyítva. A teljes reklámpiac 15 százalékát tette ki, ez 3 százalékpontos növekedés. Az internetes hirdetések 52 százaléka hagyományos online reklám, 40 százaléka keresőmarketing hirdetés.

Forrás: Online-Vermarkterkreis (OVK) im Bundesverband Digitale Wirtschaft (BVDW) e.V.

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