Web Traffic: No Good Unless It’s Monetised

December 10, 2008

rory-brown.jpg

As the announcement that Telegraph News and Media (TMG) has become a web-first operation filters slowly through media London, it’s worth pausing to consider the value of all those unique visitors and oodles of page views. What, in financial terms, are they worth, in an industry which is seeing staff laid off every week, the collapse of the regionals and the much-mooted demise of at least one national newspaper?

Not a lot, according to this reality check from Rory Brown.  Brown is a marketing man and he argues that newspaper groups need to learn some lessons from their B2B cousins. Having the highest online readership may confer bragging rights, but, as Brown says, “what use are all these extra eyeballs? They mean nothing unless you can monetise this traffic – and hopefully at the sort of premium rates you were able to justify in print.”Indeed, newspapers need to start capturing “information about these extra readers and [making] sure they embrace a multi-platform media environment where advertising becomes a smaller part of their revenue mix.”

It’s sensible stuff, and it needs to be said – a lot. Or pretty soon all the web readers in the world won’t make up for a newspaper that no longer exists.

 

One Response to “Web Traffic: No Good Unless It’s Monetised”

Posted by:
commerce online on December 22, 2008 at 1:23 pm

commerce online…

Nice blog man! I will definetely bookmark it and read it more often…

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Or ‘Hurray! Sir Fred is dead!’?

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STOP PRESS:

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