Coats

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Paying for JournalismPaying for JournalismThe Old Fashioned WayThe Old Fashioned Way

International Symposium on Online JournalismAustin, Texas | April 2005

‘Don’t joke about economics because that is how you get food.’- Kurt Vonnegut, Jr.

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Audience Demographics And Usage

• Online Use:– Work/Home Use– Broadband– Content

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Days Access The InternetHome Work

Less than once per week

Less than once per week

Q: How many days in a typical week do you access the Internet from …

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Type of Internet Connection25

72

31

8

4

24

67

50

9

5

Telephone modem

Home high speed

Office high speed

Wireless @ home

Wireless @ work

General Online User

Online Newspaper User

%

Q: How do you access the Internet?

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Content: Most Frequent Behaviors

% %

Frequent Use Daily Use

Q: Thinking of reasons you go online, how often do you use the Internet to ...

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Content Leader BoardsSites used for News, Sports or Entertainment InformationOnline Newspaper Users

Rank Market 1 Market 2 Market 3 Market 4

1 NP.com: 87% NP.com: 86% NP.com: 88% NP.com: 84%

2 Google.com: 39% Google: 36% TV Site.com:51% Google: 41%

3 MSN.com: 32% TV Site:31% Google: 44% TV Site.com: 36%

4 TV Site.com: 26% TV Site2: 30% TV Site2.com: 33% TV Site2.com: 34%

5 CNN.com: 24% MSN: 27% CNN.com: 29% CNN.com: 26%

Used Most OftenRank Market 1 Market 2 Market 3 Market 4

1 NP.com: 59% NP.com: 58% NP.com: 55% NP.com: 57%

2 Google.com: 9% TV Site.com: 8% TV Site.com: 9% Google.com: 8%

3 MSN.com: 8% Google: 7% Google: 7% TV Site.com: 5%

4 Yahoo! Local: 4% TV Site2: 5% MSN.com: 5% MSN: 5%

5 MSNBC.com: 3% MSN: 5% TV Site2.com: 3% TV Site2.com: 4%

Past 30-day Use

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Content Leader BoardsSites Used for News, Sports or Entertainment InformationGeneral Online Users

Rank Market 1 Market 2 Market 3 Market 4

1 NP.com: 42% NP.com: 37% NP.com: 57% NP.com: 38%

2 Google.com: 32% Google: 27% TV Site.com: 43% Google: 33%

3 Yahoo! Local: 26% TV Site.com: 26% Google: 33% TV Site.com: 26%

4 MSN.com: 21% MSN: 22% TV Site2.com: 29% TV Site2.com: 26%

5 TV Site.com: 18% AOL: 20% MSN.com: 21% MSN: 17%

Used Most OftenRank Market 1 Market 2 Market 3 Market 4

1 NP.com: 24% NP.com: 24% NP.com: 29% NP.com: 21%

2 Google.com: 15% AOL: 15% TV Site.com: 16% Google: 12%

3 Yahoo! Local: 15% TV Site.com: 10% Google: 11% TV Site.com: 11%

4 MSN.com: 12% MSN: 10% AOL.com: 6% AOL: 9%

5 AOL.com: 10% Google: 9% TV Site2.com : 6% TV Site2.com: 8%

Past 30-day Use

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Why They Use Site Most Often

5

47

23

18

33

50

4

4

4

14

15

18

19

20

37

44Is updated frequently

Follow up on somethingsaw on TV

Follow up on somethingread in paper

Has archives of past storiesI missed

The largest number of localnews stories

Has interesting multimediafeatures

I receive e-mail updatesfrom the site

Participate inforums/discussions/blogs

General Online User

Online Newspaper User

%

Q: What are the main reasons you use the site for local news, sports or entertainment information? (multiple)

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Silence of the BlogsPossibility. Hype. Evangelists. Orphans.

Blog Audience*• Three in four U.S. online users have

“never heard” of blogs

• 3% of Americans read blogs daily

• 15% read blogs at least monthly

Blog Updating**• 66% of blogs have not

been updated in two months

• 26% of blogs have not been updated since the first day

Source: *Gallup (March 2005), **Perseus Development Corp. (Oct. 2004)

‘The milk in the ‘fridge is about to go bad. … And there it goes.’- Bobby Hill, ‘King of the Hill’

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Classifieds. Gritty. Profitable. Endangered.

• What Users Want• Where They Go• Where They Go Most • Motivating Factors

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Employment Leader BoardsOnline Newspaper Users

Rank Market 1 Market 2 Market 3 Market 4

1 NP.com: 35% NP.com: 28% NP.com: 37% NP.com: 33%

2 Monster: 23% Monster: 16% Monster: 25% Monster: 26%

3 CareerBuilder: 13% CareerBuilder: 10% CareerBuilder: 13% CareerBuilder: 14%

4 Yahoo!/H.J. : 10% Other NP.com: 9% Co. websites: 12% Co. site: 12%

5 Co. websites: 9% Other NP2.com: 9% Yahoo!/H.J.: 9% Y! HotJobs: 11%

Used Most OftenRank Market 1 Market 2 Market 3 Market 4

1 NP.com: 45% NP: 43% NP: 46% NP.com: 39%

2 Monster: 18% Monster: 14% Monster: 18% Monster: 22%

3 CareerBuilder: 5% Other NP.com: 7% Co. websites: 6% Co. sites, CB: 6%

4 Co. websites: 5% CareerBuilder: 4% CB: 5% Google, HW: 4%

5 HelpWanted: 3% Other NP2.com: 4% Google: 4% Y! HotJobs: 3%

Past 30-day Use

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Employment Leader Boards General Online Users

Rank Market 1 Market 2 Market 3 Market 4

1 Monster: 17% Monster: 16% NP.com: 18% Monster: 24%

2 Yahoo!/H.J.: 11% NP.com: 11% Monster: 17% NP.com: 15%

3 NP.com: 11% Other NP.com: 10% CareerBuilder: 8% Other NP.com: 13%

4 CareerBuilder: 10% CareerBuilder: 9% Yahoo!/H.J.: 6% Yahoo!/HJ: 13%

5 Jobs.com: 9% JobSearch: 6% Co. websites: 5% Co. websites: 8%

Used Most OftenRank Market 1 Market 2 Market 3 Market 4

1 Monster: 34% Monster: 22% NP.com: 33% Monster: 26%

2 NP.com: 18% NP.com: 17% Monster: 23% NP.com: 18%

3 Yahoo!/H.J.: 7% Other NP.com: 12% Yahoo!/H.J.: 5% CareerBuilder: 12%

4 CareerBuilder: 7% Company sites: 7% CareerBuilder: 4% Co site: 8%

5 Google: 5% CareerBuilder: 6% Co. websites: 4% Yahoo!/HJ: 6%

Past 30-day Use

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Motivating Factors: Employment40

21

22

9

67

55

6

14

16

25

27

28

28

39Updated frequently

Has job listings othersites don't have

Has more detailed infoabout jobs/co's

I have my resumeposted to the site

Has more local jobs

Has job listings thatwere in the newspaper

I have created storedsearches/e-mail alerts

General Online UserOnline Newspaper User

%

Q: What are the main reasons you use the site most often for local help-wanted job listings or career-related information?

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Automotive Leader BoardsOnline Newspaper Users

Rank Market 1 Market 2 Market 3 Market 4

1 KelleyBlueBook: 18% KBB: 18% KBB: 20% KBB: 18%

2 AutoTrader.com: 13% NP: 13% NP.com: 15% NP.com: 12%

3 NP: 13% AutoTrader: 10% CarMax: 15% CarMax: 10%

4 Edmunds.com: 7% Ebay Motors: 9% Ebay Motors: 11% AutoTrader: 10%

5 Manf. site: 6% CarMax: 9% AutoTrader: 9% Ebay Motors: 8%

Used Most OftenRank Market 1 Market 2 Market 3 Market 4

1 NP.com: 18% NP: 17% KBB: 16% NP.com: 17%

2 KelleyBlueBook: 17% KelleyBlueBook: 13% NP.com: 16% KBB: 17%

3 AutoTrader: 15% Ebay Motors: 11% CarMax: 13% AutoTrader: 12%

4 Ebay Motors: 7% AutoTrader: 10% Ebay : 11% CarMax: 8%

5 Edmunds: 6% CarMax: 8% Manf.: 8% Edmunds: 7%

Past 30-day Use

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Automotive Leader Boards General Online Users

Rank Market 1 Market 2 Market 3 Market 4

1 KelleyBlueBook: 17% KelleyBlueBook: 16% NP.com: 15% KBB: 14%

2 AutoTrader: 13% AutoTrader: 8% CarMax: 12% AutoTrader: 10%

3 Manf. site: 8% CarMax: 8% Manf. site: 7% NP.com: 8%

4 Ebay Motors: 8% Edmunds: 8% Edmunds: 6% Edmunds: 6%

5 Edmunds: 7% Ebay Motors: 6% Ebay Motors: 6% Dealer: 5%

Used Most OftenRank Market 1 Market 2 Market 3 Market 4

1 AutoTrader: 19% KelleyBlueBook: 19% CarMax: 18% KBB: 18%

2 KelleyBlueBook: 16% AutoTrader: 13% KBB: 17% AutoTrader : 12%

3 Manf. site: 10% CarMax: 10% Manf. site: 8% Ebay Motors : 11%

4 Ebay Motors: 8% Manf. site: 9% AutoTrader: 8% CarMax: 7%

5 Edmunds: 7% Ebay Motors: 9% NP.com: 8% Yahoo, Dealer5%

Past 30-day Use

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Motivating Factors: Automotive

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25

10

29

3

5

33

5

12

14

18

30

50

50Can compare vehiclesby price and features

Easy to findmake/model/price

looking for

I can view multiplephotos of autos for

sale

Has the largest numberof autos for sale

Multimedia such asvideo or virtual tours

of autos

Can read vehicleinspection and history

reports

Has for listings thatwere in the newspaper

General Online UserOnline Newspaper User

%Q: What are the main reasons you use the site most often for local new or used automotive listings? (multiple)

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Real Estate Leader BoardsOnline Newspaper Users

Rank Market 1 Market 2 Market 3 Market 3

1 NP.com: 23% NP.com: 32% NP.com: 27% NP.com: 17%

2 Realtor.com: 14% Realtor.com: 24% Realtor.com: 19% Realtor.com: 16%

3 Agency site: 7% Agency site: 10% Agency site: 9% Agency site: 14%

4 Yahoo! R.E.: 6% Other NP.com: 5% Google: 6% Yahoo! R.E.: 7%

5 Google: 5% Google: 5% Yahoo! R.E.:3% Google: 4%

Used Most OftenRank Market 1 Market 2 Market 3 Market 4

1 NP.com: 33% NP.com: 38% NP.com: 41% NP.com: 26%

2 Realtor.com: 19% Realtor.com: 28% Realtor.com: 28% Realtor.com: 25%

3 Yahoo! R.E.: 7% Agency site: 8% Agency site: 11% Agency site: 17%

4 Agency site: 7% Other NP.com: 3% Google: 4% Yahoo! R.E.: 7%

5 Google: 6% Google: 2% Yahoo! R.E.:2% Google: 4%

Past 30-day Use

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Real Estate Leader Boards General Online Users

Rank Market 1 Market 2 Market 3 Market 4

1 Realtor.com: 13% Realtor.com: 17% Realtor.com: 15% Realtor.com: 10%

2 Agency site: 6% Agency site: 7% NP.com: 9% NP.com: 7%

3 NP.com: 6% NP.com: 5% Agency site: 8% Agency site: 5%

4 Yahoo! R.E.: 5% Other NP.com: 5% Google: 2% Google: 3%

5 HomeBuilder: 3% Google: 5% Yahoo! R.E.: 2% Yahoo! R.E.: 2%

Used Most OftenRank Market 1 Market 2 Market 3 Market 4

1 Realtor.com: 28% Realtor.com: 35% Realtor.com: 39% Agency site: 20%

2 NP.com: 13% Agency site: 9% NP.com: 19% Realtor.com: 19%

3 Agency site: 11% NP.com: 9% Agency site: 18% NP.com: 13%

4 Yahoo! R.E.: 8% Other NP.com: 6% AOL: 3% Yahoo! R.E.: 8%

5 Google: 5% Google: 6% Yahoo! R.E.: 3% Google.: 5%

Past 30-day Use

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Motivating Factors: Real Estate25

24

11

10

13

46

34

14

21

26

27

29

45

50Can see pictures/takevirtual home tours

Easy to find listings inspecific neighborhood

Can see propertyamenities

It has complete localMLS

Easy to get maps &directions

Largest number of locallistings

It has the listings thatwere in the newspaper

General Online User

Online Newspaper User

%

Q: What are the main reasons you use the site most often for local help-wanted job listings or career-related information?

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Local Search & Advertising

• Source For Search• Topics Searched• Online Advertising

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%

Local Search

%

Sites Used Past 30 Days Topics SearchedSeveral Times a Month or More

Q: Thinking of reasons you go online, how often do you use the Internet to ...

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Online AdvertisingPast six months

%

Q: Thinking of online advertising, in the past six months, have you ...

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Top 5 Things to Remember

1. Remember the train/airplane/transportation analogy? It’s wrong. Passengers without cargo = bankruptcy. To win in online journalism, we have to win online classifieds.

2. It’s All About Time: Breaking News, Archives drive loyalty - and profit. TiVo your site.

3. Use advertising that works (contests & e-mail) and not what doesn’t (pop-ups/unders).

4. Leverage search engines to increase traffic and create new advertising models.

5. Mind the Gap: Invest in functionality for Classifieds - or die.

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Thanks

Rusty CoatsVP & General ManagerTBO.com813.259.8353rcoats@tbo.com