Mapping the UK Digital Media Landscape

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Information about Mapping the UK Digital Media Landscape

Published on May 2, 2008

Author: francoisnel

Source: slideshare.net

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'Mappnig the Digital Media Landscape' , by Anton Grutzmancher of Hitwise, UK, on 29 April 2008 at the Journalism Leaders Programme, University of Central Lancashire, Preston: http://www.ukjournalism.org/jleaders

Mapping The Digital Landscape Anton Grutzmacher Head of Client Services Hitwise April 2008

Hitwise is the only source of timely and complete information on how 8.43 million people in the UK interact with over 1 million online businesses, across 160 industry categories every day . 1400+ clients worldwide, including 9 out of the top Print Media websites in the UK. Founded in 1997 with operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore. Acquired by Experian in 2007. About Hitwise

Hitwise is the only source of timely and complete information on how 8.43 million people in the UK interact with over 1 million online businesses, across 160 industry categories every day .

1400+ clients worldwide, including 9 out of the top Print Media websites in the UK.

Founded in 1997 with operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore.

Acquired by Experian in 2007.

An ever changing landscape Share of UK visits to Search Engines, Social Networking and Adult websites March 2006 – March 2008

Information is shared not just pushed Share of UK visits to Blogs and Community Directories and Guides March 2006 – March 2008

National Print Media Regional Media Hitwise online media landscape

National growing, local stagnating Online growth is compensating for falling offline sales in the national media, but not in local media

Online growth is compensating for falling offline sales in the national media, but not in local media

BBC sites dominate local media Local media most popular in more remote regions / places with strong local identities: e.g. Scotland, Wales, Liverpool, Cornwall, etc…

Local media most popular in more remote regions / places with strong local identities: e.g. Scotland, Wales, Liverpool, Cornwall, etc…

Brand and navigational searches Searches sending traffic to Regional media publications

Regional sites with a high local audience index North East South West East

East 77% E-Midlands 22% NW 61.5% NE 24% (40% without BBC sites) SE 75% SW 180% Growth in traffic from search engines: NE 0% (4% without BBC sites) SW 120% Growth in visits to Regional News

East 77%

E-Midlands 22%

NW 61.5%

NE 24% (40% without BBC sites)

SE 75%

SW 180%

Growth in traffic from search engines:

NE 0% (4% without BBC sites)

SW 120%

Source: François Nel at http://journalismleaders.blogspot.com Growth takes investment

Business & Finance - Insurance Shopping & Classifieds Travel Entertainment NE Media as a source of traffic

Business & Finance - Insurance

Shopping & Classifieds

Travel

Entertainment

Business & Finance - Insurance Shopping & Classifieds Travel Entertainment SW Media as a source of traffic

Business & Finance - Insurance

Shopping & Classifieds

Travel

Entertainment

Have you embraced Search marketing?

Have you embraced Search marketing?

Searches for local newspaper advertising local advertising publication scarborough free advertising for small business in stoke delinea manchester advertising business advertising in thanet the dundee courier advertising advertising in northwich advertising in bury advertising in cleveland uk business advertising in pembrokeshire worcester job advertising heaton advertising leeds advertising in truro newspaper + bishops stortford + advertising southend on sea newspaper advertising the leader newspaper brighton advertising cost for advertising wirral globe newspaper farmers guardian newspaper advertising advertising a business in local newspaper canterbury newspaper advertising cost advertising costs in newspapers free advertising newspapers in colchester advertising kent newspapers

Your audience is your greatest asset! You might as well get to know them… Understand your audience

Your audience is your greatest asset!

You might as well get to know them…

Offer your audience what they need

Retail example: Dixons & Insurance

Growth takes Investment. Embrace online marketing platforms. Understand your online audience. Offer your audience what they need! Conclusions

Growth takes Investment.

Embrace online marketing platforms.

Understand your online audience.

Offer your audience what they need!

Anton Grutzmacher [email_address]

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