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Online Media Gaining in Popularity

A new study from the OPA and Frank N. Magid Associates finds that the Internet and television are the top two media choices among 18 to 54 year-olds. The "Generational Media Study," conducted by Frank N. Magid Associates, designed to examine how the Internet, television, radio, newspapers and magazines compare across the age groups provides a favorable view of the Internet medium. Some may be tempted to say that the positive outcome is not altogether surprising — since the study was sponsored by the Online Publishers Association (OPA) — but the findings leave little doubt that media attitudes, usage and habits are changing, and the influence of the Internet can not be denied. Read the Rest of the Article Full Article.

Automakers to boost Net advertising

Automakers to boost Net advertising By Frank Barnako, CBS.MarketWatch.com Last Update: 3:35 PM ET May 3, 2004 WASHINGTON (CBS.MW) -- Ford Motor Co., Toyota and Nissan are preparing to shift more of their advertising dollars to the Internet, citing concerns about efforts by TV networks to raise ad rates.

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Targeting women in your marketing? The Internet becomes the #1 way to reach them for retail shopping decisions.

63% of working women told Nielsen/NetRatings and Washingtonpost.com they would "definitely" include the Internet in a marketing campaign targeted to their demographic segment. Working women are voracious media consumers, especially when it comes to the Internet as almost 1/2 of them (48%) have increased their Internet usage over the past year.

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Web is an 'intrinsic' news source

By Frank Barnako, CBS.MarketWatch.com WASHINGTON (CBS.MW) -- Internet news Web sites are getting some respect. Advertising revenues are likely to follow, according to the director of the Project for Excellence in Journalism. "Attitudes about the Web indicate a growing reliance on the medium as an intrinsic source of news and information," Tom Rosenstiel wrote in the State of the Media 2004, released Monday. Traffic to the 26 most popular news Web sites grew 70 percent from May 2002 to October 2003, he reported. "The (advertising) picture is clearly improving for online media," he added, pointing out that classified revenue especially is growing rapidly on sites operated by newspapers. While daily newspaper circulation has fallen 11 percent since 1990, the Internet has become a critical news resource for millions of people. "When asked to rank the importance of the Internet as a source for information, more than a third, almost 38 percent, of online news users gave it a 5 (the top rating), indicating how essential the medium has come to be seen," Rosenstiel wrote. "People are drawn to the ability to get updated news around the clock from a seemingly endless array of sources."

Tapping into Local Search Advertising

The Kelsey Group and BizRate.com find 25.1% of commercial searched conducted online in the US are for local merchants. In fact, 44% of online buyers are conducting more local commercial searches this year compared to last. Prior to the survey conducted with BizRate, Kelsey had estimated roughly 10% of all searches done online were local commercial searches. The survey also determined over 1/2 of online buyers prefer Internet search to the Printed Yellow Pages and other offline sources like newspapers and magazine. What Does That Mean To Your Business? Click Read More to find.

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The fastest growing online population consists of consumers aged 65 and up.

This document is a wake-up call for the remaining conventional, conservative, “I don’t advertise online” business owner who continues to ignore the Internet. The data speaks directly to all the business owners and marketing firms clinging to contracts with traditional media because they’re convinced online advertising is just a fad that will eventually go away. Read Entire Article (.pdf version)