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Throughout their waking hours many Australian’s are consuming media in one form or another.

The following graph from a Fairfax Digital illustrates this:

The ways news organisations are earning revenue are:

  • Advertising dollars from traditional media are increasing shifting online, to follow eyeballs.
  • As I discussed last week, news organisations are providing newspapers in an e-format available to paid subscribers.
  • Newspapers are providing news to web enabled mobiles phones in a easy to access format with advertising strategically placed. According to Roy Morgan Research, at July 16 2010 approximately ‘13% of Australians’ have used their phone to access the web in the prior four weeks. Part of this web browsing is sure to be on mobile news sites. This was up from 8% in 2008.
    I have the mobile optimised pages for The Age and ABC bookmarked on my phone. Each morning and regularly throughout the day I check for news updates. The Age does have advertising, but it is not annoying and doesn’t bother me.
  • Newspapers are charging for services which make life easier, such as offering advertising free e-editions of their papers.
  • Online content which is hidden behind a paywall, such as parts of Rupert Murdoch’s The Wall Street Journal and recently some content of The Times and The Sunday Times.
    As Kaye and Quinn point out, these publications are attracting subscribers because the information behind the pay wall is “targeted at specific, niche audiences.”

This is the future – marketers of news organisations need to target and be creative, in order to continue to earn revenue.

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