A sea of change for paper's web sites -
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Published on: 7/14/2006
Last Visited: 9/27/2006
That, says Greg Harmon, Belden's director for interactive, "is pointing to the fact that newspaper web sites are drawing people who are already newspaper readers."
Harmon says publishers can change that by offering the right content on their sites."The battle for 18-34s is by no means lost if publishers take advantage of the content-building opportunities that are available to them," says Harmon.
Beyond news, he says, sites must offer a full multi-media experience of the sort provided by photo- and video-sharing communities like Flickr and YouTube.Users will head there for local and breaking news, he says, but they'll come back for the online communities, the dynamic content and access to classifieds.
The Belden study finds that newspaper sites typically don't have great reach in their local markets, even though a great majority of users are local or instate.
"There's a wide variety of opportunities for newspapers online.But we're so concerned about shovelware-taking your print content and shoveling it online, and acting like you have a web site," Harmon says.
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