ViewPoint
September 2017
This Month's Features:
Verified Would Like to Welcome...
Google Reportedly to End First Click Free on Publisher Sites
Hispanic Facts in 2017
Events Calendar
With Roots in Their Communities, Local Newspaper Owners Find Ways to Flourish and Prosper
Tips & Techniques: U.S. Census Data for Targeted Distribution
Verified Would Like to Welcome...
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Google Reportedly to End First Click Free on Publisher Sites
Google is ending its first click free (FCF) program that provides visitors to publisher sites with access to content behind subscription paywalls.
The FCF program only works when clicking through from Google results in the search engine. The move is intended to help boost subscription rates, according to one report.
Google will allow publishers to opt out of the program, but The Wall Street Journal reports that it did just that earlier this year and in August 2017 saw its traffic from Google search fall 38% – and 89% from Google News – compared with a year earlier. Basically, its articles were demoted in search results.
Search rankings may have fallen as a result of opting out of the program, but Bloomberg reported in June that subscriptions soared. The WSJ's digital subscriber base grew about 30% in one of the quarters earlier this year compared with the prior year, partly driven by barring Google users from reading the articles and accessing the content for free.
FCF was introduced in 2007 to expose subscription content to search users allowing them to read content on the site before they subscribe.
"Up to now, subscription-based sites that didn't participate in first click free have been disadvantaged in Google's search results, because its algorithm only scanned the portions of articles outside the paywall," reports the WSJ.
The new process will scan the full article, despite any paywalls, per the WSJ, citing a knowledgeable source.
It's unclear when this change will go into effect.
© 2017 MediaPost Communications.
Hispanic Facts in 2017
The annual "Ad Age Hispanic Fact Pack" just came out and it provides an interesting snapshot of the Hispanic market in the United States.
Aside from celebrating the best Hispanic advertising work and the top players in the industry, there are always thought-provoking nuggets of data that provide deeper insights into trends in the Hispanic marketplace.
Long-Awaited Shift to Hispanic Digital Media Spend is Here
Hispanic media spend is finally shifting to digital advertising, which was up 17% to $2 billion. Considering total Hispanic digital ad spend is notoriously under-measured, it's clear that the shift to Hispanic digital media has arrived.
Notable New Advertisers
A few notable advertisers cracked the top 50 Hispanic ad spend list, including Unilever, Freeway Insurance and Novo Nordisk. Novo Nordisk is particularly interesting, as pharma has not historically invested in Hispanic media in a sustained way. It will be curious to see if Novo Nordisk continues its investment in 2017 and if any other pharma giants make the list next year.
Hispanic Media Preferences Continue Shift Towards English (Particularly Online)
While there is a lot of angst in the Hispanic ad world about the importance of Spanish language media, the data on Hispanic media preferences is clear
Less than 30% of Hispanics are consuming most or all their TV and radio in Spanish. The online preference for English-language media by Hispanics is particularly pronounced with 44.4% of Hispanics only consuming English media online and 63% consuming only or mostly English content online.
Hispanic Population Concentration in California
California is a massive economy unto itself. This is also the case when it comes to the Hispanic market. The Hispanic population in California is massive. There are approximately 15 million Hispanics in California overall and 3.1 million Hispanics are concentrated in four California markets representing 21% of the entire U.S. Hispanic population.
A New Big Three in the Hispanic Market?
The L.A.-New York–Miami triumvirate of the Hispanic market might soon be changing. Houston is creeping up on Miami as the third-largest Hispanic DMA with only about 100,000 fewer TV households than Miami.
Google and Facebook Dominate Hispanic Digital
As David Chitel mentioned in his recent post, Google and Facebook have become the new Univision-Telemundo of Hispanic digital media. They are clearly gaining the most from the trend towards digital media spend in the Hispanic market and are leveraging their massive reach to establish themselves as the future duopoly of Hispanic media.
Hispanic Digital Long Tail
Hispanic-targeted digital properties – web platforms focused strictly on the Hispanic market – have fallen off the map, with the 10 largest properties only reaching 12 million of the 35 million online Hispanics. That's less than one-third of the Hispanic online population reached by targeted Hispanic-specific digital properties.
Hispanic TV Viewership Keeps Dropping
Hispanic TV network viewership continues to decline, with Univision reaching only 14% of Hispanic households. This remains a major issue for an industry driven by Spanish TV advertising.
© 2017 MediaPost Communications.
Events Calendar
AAN 2017 Leadership Conference
November 2 – 4, 2017
Memphis, TN
aan.org
INMA Silicon Valley Study Tour
November 13 – 17, 2017
San Francisco, CA
inma.org
Brand Power: Unlocking the New Revenue Streams
November 14, 2017
New York, NY
magazine.org
JEA/NSPA National Convention
November 16 – 19, 2017
Dallas, TX
dallas.journalismconvention.org
AABP Fall Exchange – Media Kits
November 30, 2017
bizpubs.org
If
you have an event that you would like to announce,
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With Roots in Their Communities, Local Newspaper
Owners Find Ways to Flourish and Prosper
As consolidation of newspapers become more commonplace, another reality begins to emerge – a decline in local ownership.
This year has been particularly hard for many long-time newspaper families, with a number of them selling to larger regional chains and corporations.
In March, the Randall family announced the sale of the Frederick (Maryland) News-Post to Ogden Newspapers, headquartered in West Virginia. The family had owned the paper since 1883.
A few months later, the Antelope Valley Press in Palmdale, California was sold to a new entity called Antelope Valley Press Inc., led by Canadian newspaper executive Steven Malkowich. In that case, the paper had been family-owned for more than 100 years. William Markham, former publisher and co-owner of the Antelope Valley Press, stated, "Now is the time for our family to make way for others with greater resources than ours."
Just last month, the family-owned Morris Publishing Group sold 11 of its daily and non-daily newspaper holdings to GateHouse Media.
Tips & Techniques: U.S. Census Data for Targeted Distribution
The U.S. Census is incredibly useful for targeted distribution. Not only can you find the number of people who live in an area and number of households, but census data provides an incredible amount of demographic information that has real targeting applications like age, income, population, ethnicity, etc.
The American FactFinder tool allows you to bring together extensive community statistics by city or ZIP code. Census data is downloadable or can be printed from the website. In-depth analysis of census data can help you make sure you are distributing your publication in the right locations and to the right people.
The U.S. Census data is free to use and can be accessed at https://www.census.gov.
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