Study: More traffic does not mean more advertising clicks
Hoping to increase advertising revenue and strike a profitable balance between income and expenses, many publishers and editors are cutting back on quality journalism—unjustifiably so, as the American online publishing consultancy Perfect Market points out.
With a stronger focus on tabloid topics, they reach a broader audience. However, higher traffic does not mean more advertising clicks. Contrary to popular belief, the experts make it clear: "Hard news pays."
News about stars and starlets, for example, significantly increases online traffic on news portals. News from the labor market or articles from the world of politics and finance, on the other hand, make publishers' tills ring. "Serious journalism pays off", Perfect Market CEO Julie Schoenfeld is quoted as saying on Pressetext.ch. It is not always scandals involving celebrities that generate revenue for platforms. Rather, it is challenging topics that influence the lives of readers.
In terms of a combination of traffic and advertising revenue per 1000 page views, unemployment was the most valuable topic for reporting in US online newspapers in the summer of 2010. News about the oil spill in the Gulf of Mexico, interest rates on loans, jobs, Barack Obama and social security also ranked ahead of tabloid articles.
Per 1000 page views, the topic of social security was the most lucrative for publishers with revenues averaging 129 dollars. In comparison, articles about the US actress Lindsay Lohan only generated revenues of 2.50 dollars. One reason for this, according to the experts, is the greater advertising effectiveness of a stronger match between advertising and news content.
News about stars and starlets, for example, significantly increases online traffic on news portals. News from the labor market or articles from the world of politics and finance, on the other hand, make publishers' tills ring. "Serious journalism pays off", Perfect Market CEO Julie Schoenfeld is quoted as saying on Pressetext.ch. It is not always scandals involving celebrities that generate revenue for platforms. Rather, it is challenging topics that influence the lives of readers.
In terms of a combination of traffic and advertising revenue per 1000 page views, unemployment was the most valuable topic for reporting in US online newspapers in the summer of 2010. News about the oil spill in the Gulf of Mexico, interest rates on loans, jobs, Barack Obama and social security also ranked ahead of tabloid articles.
Per 1000 page views, the topic of social security was the most lucrative for publishers with revenues averaging 129 dollars. In comparison, articles about the US actress Lindsay Lohan only generated revenues of 2.50 dollars. One reason for this, according to the experts, is the greater advertising effectiveness of a stronger match between advertising and news content.
