by Desi Tzoneva
on 30 July 2010
What’s going on? I like my daily dose of Google News and especially like to type in keywords of topics I’m interested in to get the latest results. And indeed I do. I can get the most recent news published on almost anything I type in. It’s quite cool…
But something disturbing happened today. When I type in the keyword ‘journalist’ this morning, I came across a collection of articles, all published this week, with headlines ranging from
'Greek group claims journo murder'; 'Kidnappings chill media openness in Mexico, journalists say'; 'Spain want three US journalists for death of journalist in Iraq'; 'Congolese journalist arrested'; Thai probe of journalist deaths inadequate; and closer to home, the Swazi King declaring he would kill journalists who wrote negative stories about the country; ANC Youth League’s Floyd Shivambu calling one The Times cameraman unprofessional and with a bias against the ANCYL, which has led him to writing unprofessional stories. Also just over the past few days have been talks about the Protection of Information Bill that seeks to restrict media freedom, and results from the ANC’s NEC meeting calling for a degree of oversight of the media….
It seems this is the ‘season’ for attacks on journalists and the media in general. Whatever the case may be, we can’t forget its primacy to our democracy. Instead of following global trends against the media, shouldn’t our state look at ways to positively and pro-actively engage with it instead? Just curious…
Let me know what you think by posting your comments below.
by Lindsey Kin
on 30 July 2010
Today I received a cool TV Ad, a.k.a viral ‘movie’ Campaign for Birra Moretti Zero - a 0% alcohol beer, from a colleague. It then got me thinking, could we be moving to the ‘end of TV advertising – yay, no more interruptions when watching my Bold and The Beautiful (don’t judge me, secretly you know the Ridge and Brooke saga continues, you’re just too embarrassed to admit it).
Anyway, as I was saying. On a daily basis I constantly receive viral video campaigns from friends for different products – come to think of it, majority of these are for overseas brands.
Firstly, on the ad agency’s side, I am sure it is definitely cheaper; secondly, I receive it – and usually most of these ‘mini-vid's’ are pretty good, and then send it onto those in my contact list, and they get to see it too and send it along too, so reach for such ads will be pretty high; thirdly, I can watch the vid in my own time; my own space; and when or where, without interrupting my favourite soapie.
My view on movie towards viral vid's, and leaving the TV ad behind are YAY times 10.
What is your opinion on the TV ad, viral vid debate? Watch the video clip, and share your comments below.
by kerryn le cordeur
on 29 July 2010
Rupert Murdoch’s implementation of a paywall system on The Times news site has resulted in a 90% loss in online readership, while the Financial Times has experienced record online growth even with its paywall system in place. So, are paywalls a feasible way of generating revenue at a time when online advertising just isn’t coming to the party, or do they serve to alienate online readers who see the content they consume as interchangeable between various sites – and would rather change to a free site than have to pay for the same content somewhere else? On top of these questions, of course, come those involving the quality of journalism online and the need for this to be recognised, as well as the state of the current online advertising business model and the ramifications paywalls have for this.
But I’m getting ahead of myself here. To go back to the beginning, the debate around the feasibility of paywalls is an ongoing one, with people such as The Daily Maverick Deputy Editor, Philip de Wet, being dead against the idea, saying that he believes paywalls are only implemented by those who don’t understand online publishing, and as a result of the current online advertising model being broken, while GM for BDFM Digital, Bronwen Auret, argues that “We are willing to buy printed media, so why not online content?”
However, Elan Lohmann, General Manager of Avusa Media LIVE, cautions that consumers who aren’t used to paying for online content will find this a difficult concept to accept, and online publishers wishing to implement paywalls successfully will have the tricky task of ensuring their content is “exclusive; of high quality; and, most importantly, that there is a high demand for it.” Otherwise, they run the risk that their users will migrate to other sites that continue to offer content for free.
In terms of the perceived quality of journalism online, there is the thought that paying for content may work to improve this perception, because readers may feel they are paying for quality. Financial Times Chief Executive, John Ridding’s belief in the paywall approach also delves into the moral dimension. He draws on the views of Henry Luce, a co-founder of Time magazine, who is against the idea of publications relying solely on advertising revenue, because he feels a publication’s primary duty is to readers rather than advertisers.
However, IOL Editor, Rhys Johnstone, feels that while quality journalism is essential and certainly needs to be recognised, there is already a long list of free quality media, and in any case, looking at print media, the cover price that consumers pay does not go towards journalists’ salaries, but rather towards covering print and distribution costs, which are removed if the publication is online. Quality journalism should be a given regardless of whether the medium is paid for or not.
Lastly, looking at the implications for online advertising, Jeff Jarvis of BuzzMachine states that “Rupert Murdoch has declared a surrender,” because by implementing paywalls, he is effectively saying he has no new ideas to build advertising. On the other hand, The Guardian’s David Mitchell says we shouldn’t be so quick to dismiss Murdoch’s paywalls, because if newspapers are to survive, they should be encouraged to try many business models. Tom Foremski adds that having a paywall doesn’t necessarily mean you have no advertising – you can have both. As such, Murdoch now has more to play with – he can experiment with creative pay wall ideas and creative advertising, and can work out what content goes behind the pay wall and what is free. If he succeeds in figuring out an online media business model, many others will benefit in adopting similar approaches.
A lot to think about, and I tend to agree with Tim Gentry, Head of Optimisation and Effectiveness at The Guardian, who believes “there isn’t one right or wrong path,” rather it’s about what works for different businesses.
What is your opinion of paywalls in online publishing? Share your thoughts below.
by Desi Tzoneva
on 29 July 2010
I was driving somewhere a few weeks ago, and stuck in traffic, I thought “wouldn’t it be nice if billboards or ads on street poles could move?” From a safety perspective, I didn’t think this would be a good idea. (Imagine how many accidents a single moving Teazers ad could cause). But I still thought that by being immobile and static, we’ve probably begun, to some extent, to mentally ‘tune out’ what we see advertised outdoors – as often happens when switching channels to avoid watching a TV ad during a commercial break, or simply ‘tuning out’ when an annoying ad is played on the radio.
Today’s generation is exceptionally versatile and demands constant innovation. This is true for almost all sectors, and advertising is not excluded – and is one of the reasons why this sector could see a rise in 3D advertising as audiences seek to be engaged, not only mentally, but physically, too.
A recent McCann Insight Exchange highlighted how shoppers buying wine bought French wine when French music was played in the store, and more German wine when German music was played. The Exchange also highlighted how important it is to heighten sensory awareness, to invoke a memory by producing a certain smell, or, through sensory stimulation, to ‘tease’ the consumer.
3D is not that new, but its scope for growth is enormous. From the typical movie, 3D advertising has shifted to print and even in subway stations. It offers extensive reach, and although expensive at the moment with a shortage of experts, market forces could certainly realign this to provide balance. I’m expecting a boom in this sector in the next couple of years. What about you?
by Candace King
on 27 July 2010
Since the rise of globalisation and the creation of the ‘global village’, technological advancements in society have increased and almost every activity today is done electronically or digitally. The internet has become a massive tool for individuals to utilise, whether it be for personal, interactive, or business needs.
According to Head of Sales and Marketing of Vibrant Media Paul Liebmann, internet usage in South Africa has just past the five million mark and the number of active internet users has doubled in the past year, “Everybody is more connected now, you can access the internet and email now on mobile phones. Over 60% of internet usage still takes place in business, hence the best way to reach people is through business” says Liebmann. Liebmann predicts that by the end of this year, internet usage may reach a seven million mark.
So it is clear that everyone is going the digital route, but most people do not have the access; skills; and capital to be a part of this digitalisation revolution. First used in the 1990s, the digital divide is a term used to describe the technological gap between the ‘haves’ and the ‘have nots’: people who have effective access to digital and information technology and those who have a very limited or no access at all.
According to www.bridgethedigitaldivide.com, “In parts of the developing world, less than 1 in every 1,000 people have access to a computer compared to nearly 600 in every 1,000 in the developed world”.
So what is being done about this gap? The term ‘bridging the digital divide’ has been coined, and many individuals have held meetings to try and find a solution to the problem. www.bridgethedigitaldivide.com is trying to aid this issue. The website is calling for people to donate their old or unused computers so that those who do not have access can now get the privilege.
According to Phil Charles, Director of The South African Astronomical Observatory (SAAO) says that the Astronomy Geographic Advantage Programme (AGAP) might be able to help the digital divide, “Fast, cheap, and reliable Internet bandwidth is crucial for developing South Africa’s economy as a whole as well as its science. Astronomy is significant to Africa and to the world, and this field of research serves as a clear case study for the country’s – and the continent’s – need to bridge the digital divide if it’s to become a meaningful global player”.
What is your take on the digital divide and what should be done to lessen the gap? Post your comments.
