Riaan Wolmarans

Riaan Wolmarans, Editor of South Africa's Mail & Guardian Online, offers in his contribution suggestions on a business model for online news websites.
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Wolmarans says that it is crucial to analyze the audience, by using measurement tools such as Neilson//Netratings or Google Analytics. Knowing the age, education and other demographics of the audience helps to produce more targeted advertising.

Also important is the placing and design of the ads - Wolmarans says the trend now is to have fewer but larger ads online. He also suggests expanding the web offerings to have more options to place ads. The M & G Online started several niche websites, to give in-depth online coverage of topics such as sports, technology and entertainment. Thus online advertising related to each of these topics can be placed on these sites.

Wolmarans suggests giving the reader options, such as email or SMS alerts that the reader can choose based on his or her interests. He also says another idea is to offer "mini TV ads," which use video or audio.

Riaan Wolmarans, Editor of South Africa's Mail & Guardian Online, offers in his contribution suggestions on a business model for online news websites.
...
Wolmarans says that it is crucial to analyze the audience, by using measurement tools such as Neilson//Netratings or Google Analytics. Knowing the age, education and other demographics of the audience helps to produce more targeted advertising. Also important is the placing and design of the ads - Wolmarans says the trend now is to have fewer but larger ads online. He also suggests expanding the web offerings to have more options to place ads. The M & G Online started several niche websites, to give in-depth online coverage of topics such as sports, technology and entertainment. Thus online advertising related to each of these topics can be placed on these sites. Wolmarans suggests giving the reader options, such as email or SMS alerts that the reader can choose based on his or her interests.

Riaan Wolmarans, editor of the Mail & Guardian Online

Under the leadership of its general manager, Matthew Buckland (also former editor), editor Riaan Wolmarans and chief strategist Vincent Maher, it has established itself as one of the biggest online news publishers in South Africa.

Riaan Wolmarans is the editor.

Riaan Wolmarans, M&G Online Editor, on December 7th, 2007