- usa today
Transcription
- usa today
THE NATION’S NEWSPAPER Collegiate Case Study www.usatodaycollege.com 25 Years of MTV By Cindy Clark, Jayme Deerwester, Taryn Hartman, Korina Lopez, Whitney Matheson and Alison Maxwell .................................................................................4-7 Google eyes new ad ventures: Old media By Jefferson Graham ................................................................................8-10 Papers take leap forward By David Lieberman ..............................................................................11-14 Protest tunes bubble up as war’s popularity sinks By Edna Gundersen ...................................................................................15 While newspaper editors and associations are undertaking significant restructuring in order to respond to the evolving demands of technological media-based news and to capture a share of technology-based advertising, other ventures have surged into the market. Technology firms such as Google have pioneered new trends in advertising and are increasingly interested in the news industry. Corporate website designers in turn are becoming savvier about creative applications to enhance their advertising profile on the web. Meanwhile, major news is moving into the domain of popular culture, with artists rendering political messages in their work. This case study profiles key trends in media overall and examines the role of various actors in the sector. ‘Rolling Stone’ founder keeps things fun What better way to make editorial calls? By David Lieberman USA TODAY Critical inquiry Discussion and future implications ............................................................................................16 USA TODAY Snapshots® NEW YORK — For ty years after founding Rolling Stone, Jann Wenner still prides himself on a keen sense for what's on the cutting edge of pop culture. So you might be not believe what medium excites the chairman and president of Wenner Media most in this era of revolutionary new options on broadband and cellphones. Minding their media Estimated number of hours the typical American will spend using various media this year: Watching TV Listening to radio Using Internet Reading newspapers Listening to recorded music Media Literacy 1,555 974 195 175 175 Sources: Communications Industry Forecast & Report; Statistical Abstract of the United States, 2007 Wenner — who helped launch writers Hunter S. Thompson and Tom Wolfe and photographer Annie Leibovitz — still likes old-fashioned, ink-and-paper magazines. "What does the magazine do better than any other medium?" he asks. "It does photography better. It does layouts April: The 40th anniversary issues of Rolling Stone. better. It does long reads better. You can have a point of view. And if you do those things well, you'll have an audience that's loyal and steady — and the advertisers will follow." Wenner, 61, has good reason By Robert W. Ahrens, USA TODAY © Copyright 2007 USA TODAY, a division of Gannett Co., Inc. All rights reser ved. AS SEEN IN USA TODAY’S MONEY SECTION, JUNE 12, 2007 an offer to merge Rolling Stone with MTV in exchange for 25% of the company. "If I had done that deal, I wouldn't have had any enjoyment, and I would have sold the stock," he says. "I would never have had the foresight to say, 'I should hold the stock because someday Sumner Redstone will build this up and it will be worth $3 billion.' I would not have thrived under an enterprise like MTV." His job also has non-financial perks: He flew to Amsterdam to interview Bob Dylan for Rolling Stone's anniversary issue. (Wenner took his magazine's name from Dylan's 1965 classic Like a Rolling Stone.) That's why he scoffs at frequent speculation that he's gearing up to sell Wenner Media, which doesn't have an heir apparent. "Why would I sell? I've got the most enjoyable job, and I'm having the greatest time doing it." By Todd Plitt, USA TODAY Neatness counts: “I think if you've got a messy office, you must have a messy mind,” says Jann Wenner, publisher of Rolling Stone, Men's Journal and Us Weekly magazines. “If I walk down the hallway of the company I own, this is the way I want it to look. And I think it makes a good environment for everybody.” to be upbeat. His privately held company is one of publishing's most intriguing success stories. Gross ad sales at his three magazines, including Us Weekly and Men's Journal, collectively were up 19% to nearly $674 million last year, according to Publishers Information Bureau data. (The total includes sales commissions that the company doesn't collect.) And this year is off to a strong start. Gross ad sales at the three magazines were up 20%, to $135.8 million, in the first quarter vs. the same period last year. That's remarkable considering the magazine industry overall saw ad sales rise just 3.8% last year. "It's a tough environment out there," Wenner says. "In the last 20 years we've had cable TV and now the Internet. That makes the overall competition tougher than ever for people's share of mind and attention." Wenner, who helped found the Rock and Roll Hall of Fame, says he has thrived by trusting his gut. Instead of basing editorial and business decisions on readership surveys or financial repor ts, he considers what he likes and — as important — what would be fun. The result is sometimes choices that would baffle traditional business strategists. For example, around 1981 he turned down His desire for control occasionally may seem excessive. For example, he insists on neat desks. "I think if you've got a messy office, you must have a messy mind," he says. "If I walk down the hallway of the company I own, this is the way I want it to look. And I think it makes a good environment for everybody." No question, Wenner's having a ball being a celebrity executive — one whose name frequently shows up in gossip columns. Gossip also is paying off handsomely for his company with the success of Us Weekly, a bi-monthly he bought in 1986 and converted to a weekly in 2000 to take on Time Warner's People and American Media's Star. "Nobody had ever competed with those two," he says. "Star was still in scandal mode. People was running stories about nuns falling down wells and Cher and Elizabeth Taylor. Meanwhile, this new generation is coming along with new style, new attitudes. And we tapped it." Us now accounts for about 60% of Wenner Media's revenue after two years of about 35% annual ad sales growth, and 19% growth in the first quarter of 2007. Circulation, at 1.75 million, is up 106% since late 2001. Total readership is up 192% to 11.1 million, according to Mediamark Research. Few predicted it would be such a hit. Industry watchers also scratched their heads in 2001 when Wenner sold half of the magazine to Disney for $30 million — an odd development considering the entertainment giant had just dumped its magazine assets, including Fairchild Publications and Los Angeles Magazine. Reprinted with permission. All rights reser ved. Page 2 AS SEEN IN USA TODAY’S MONEY SECTION, JUNE 12, 2007 About Jann Wenner anything Disney's ever done, except for maybe the overall corporation," says Eisner. u Born: New York City, Jan. 7, 1946. Meanwhile, Wenner has kept Rolling Stone growing by balancing articles that appeal to college students with those for baby boomers. In addition to the stories about pop music, he says, both groups key into the magazine's sharp-edged coverage of politics and current events. u Education: Dropped out of University of California at Berkeley. u Recent reads: Dreams from My Father: A Story of Race and Inheritance by Barack Obama; Lolita by Vladimir Nabokov. u Latest music: Modern Times by Bob Dylan, Stadium Arcadium by Red Hot Chili Peppers, Nashville by Solomon Burke, and Continuum by John Mayer. u Recent movie: Notes on a Scandal. u Advice: "I tell people: 'Trust your gut.'" u Biggest mistake: "Hiring the wrong people." "That had a few people thinking I was insane," former Disney CEO Michael Eisner says. "It was only because of Jann. Solely and completely. And I liked the idea (of competing) in what was perceived to be a decaying industry. Now that I think about it, it was probably pretty stupid." He can laugh now. Last year Wenner bought back Disney's share in the magazine for $300 million. "It turned out unbelievable — probably the biggest increase in value of "It presents serious news in a more compelling way," he says. "The interpretation and deeper look into what's important to the country at large — that discussion is taking place more in Rolling Stone than it has in Time magazine for the last five or six years." He's also optimistic about Men's Journal, which has been growing steadily but not as quickly as Wenner's other magazines. The company plans an ad campaign to promote its attention to adventurous lifestyles, as opposed to fashion and fitness. Wenner's even starting to warm up to the Internet. He plans to add a social networking feature to RollingStone.com, which now offers news, reviews and audio or other supplements to the magazine's features. Meanwhile, Us recently introduced a video channel on its site and on Eisner's Veoh.com. "Scanning the Internet, looking for information, bits and pieces — it's great. You can skip around," Wenner says. "But it's like: 57 channels and there's nothing on. And reading is not going away." Reprinted with permission. All rights reser ved. Page 3 AS SEEN IN USA TODAY’S LIFE SECTION, JULY 28, 2006 25 Years of MTV Along the way, the network made headlines and supplied countless indelible memories. USA TODAY'S Cindy Clark, Jayme Deerwester, Taryn Hartman, Korina Lopez, Whitney Matheson and Alison Maxwell take us back through 25 key moments. The birth of MTV Aug. 1, 1981 1 MTV was born. A new concept — a television network dedicated to the young and the music they love — kicked off at midnight with a video of British band The Buggles' Video Killed the Radio Star. "Like any proud parents who count the birth of their child as one of the greatest days of their lives, MT V's debut is, without a doubt, still one of the greatest moments in the lives of everyone on the crew," says Martha Quinn, one of five original "VJs." Quinn recalls that the production team had to take a school bus to Fort Lee, N.J., to watch the debut on a small television in a restaurant basement — because Manhattan cable channels weren't yet carrying the station. "As the screen got dark and that rocket went off for the first time, our heads were exploding. We were rebels with a cause, and we had the rock 'n' roll generation and the television generation behind us." "I think we started as an idea with very little content; it was more like a radio station with songs and cheesy, hair-metal videos," says Van Toffler, president of MTV Networks' music/film/Logo group. "But we quickly realized the novelty of music videos wore off and was not repeatable with thousands of viewings. So we evolved into being more about TV production — yet still sloppy, live and organic." Kiss comes clean Sept. 18, 1983 2 The moment: Rockers Kiss appear for the first time without their faces obscured by gobs of makeup. What made it special: The publicity stunt for the album Lick It Up was the first time the band members showed their real faces in public. Record and concert ticket sales rose, and the group remained makeup-free for several years. In 1996, the band reapplied its face paint for a reunion tour. Ghouls galore Dec. 2, 1983 3 The moment: The elaborate 14minute music video Thriller has Michael Jackson morphing from a teen on a date to a werewolf and a zombie while he and an army of the undead perform a ghouly dance. What made it special: Directed by John Landis, the most expensive video of its time ($1.4 million in today's dollars) bridged the worlds of cinema and music and forever changed how music videos were made. Not like a virgin Sept. 14, 1984 4 The moment: Madonna ushered in 1984's inaugural Video Music Awards with a bang (and a bustier) by performing her hit Like a Virgin. W h a t m a d e i t s p e c i a l : Though relatively tame by today's standards, her writhing on stage and sexually suggestive moves helped cement her reputation as a risque performer and set the stage for Reprinted with permission. All rights reser ved. Page 4 AS SEEN IN USA TODAY’S LIFE SECTION, JULY 28, 2006 'Remote' turns us on even more risque MT V VMAs shows to come. Dec. 7, 1987 A united front 9 The moment: With Remote Control, pop-culture freaks found a gem of a game show in host Ken Ober's basement. Also lurking there: future stars Adam Sandler and Denis Leary, in skits such as "Stud Boy" and "Andy Warhol's Diary." Dec. 15, 1984 5 The moment: Do They Know It's Christmas, by the UK's Bob Geldof and Midge Ure, is released by the all-British Band Aid, which included such performers as U2's Bono, Sting and Phil Collins. By Christmas, the single had sold 6 million copies and raised $8 million to benefit famine relief in Ethiopia. What made it special: Beyond being a stunning all-star charity drive, it led to the even bigger American follow-up the following March: We Are the World , which benefited the same cause. Geldof appeared with superstars such as Stevie Wonder, Ray Charles, Bob Dylan and Tina Turner performing a tune by Michael Jackson and Lionel Richie and conducted by producer Quincy Jones. Since its release, We Are the World has raised $63.1 million. A united front 2 July 13, 1985 6 T h e m o m e n t : The multi-venue music collaboration Live Aid, organized by Geldof and Ure, aired to raise money for famine relief in Ethiopia. Bands such as The Who, Duran Duran and Hall & Oates performed around the globe, with main locations in London and Philadelphia. What made it special: The outgrowth of Band Aid drew 1.5 billion viewers across 100 countries for the live broadcast, one of the largest-scale satellite linkups and TV broadcasts of all time. It raised more than $280 million. And in July 2005, artists including U2, Madonna, Pink Floyd and Jay-Z performed at Live 8, 10 simultaneous concer ts around the world to raise awareness of world poverty. It drew an estimated 3 billion viewers. MTV/handout MTV’s original VJs: Nina Blackwood, Mark Goodman, Martha Quinn, J.J. Jackson, and Alan Hunter in 1984. Beach blanket bingo? March 21, 1986 7 The moment: The network set up shop for spring-break shows in locales such as Miami Beach, Cancun and the Bahamas and entertained scantily clad women with games, celebrity hosts and hot music, essentially making it one big (superbly financed) frat party. W h a t m a d e i t s p e c i a l : Other than taking voyeuristic TV to new heights, there were a few notewor thy acts: Notorious B.I.G.'s performance of Big Poppa in 1995, and Gavin Rossdale's band, Bush, doing Glycerine in '96. 'Sledgehammer' breaks out Sept. 11, 1987 8 The moment: The animated video for Peter Gabriel's hit single Sledgehammer, directed by Stephen R. Johnson, won Video Music Awards in a record nine categories, including video of the year and male video. What made it special: Sledgehammer's unique stop-motion animation helped it become one of the most influential and popular videos in MTV history. Several groups went on to showcase animation in their videos, leading right up to current band Gorillaz, which exist in videos as animated characters. W h a t m a d e i t s p e c i a l : The show's writing set the bar high for future TV game shows such as Win Ben Stein's Money . Categories such as "Beat the Bishop" (math) and "Inside Tina Yothers" (anatomy) simultaneously tested the college-age contestants' education and useless knowledge. That's a rap Aug. 6, 1988 1 0 T h e m o m e n t : Yo! MTV Raps premieres, featuring interviews with rap stars, live studio performances and comedy. W h a t m a d e i t s p e c i a l : The groundbreaking show was the first to showcase hip-hop, even as MTV was getting a rap for ignoring the increasingly influential musical genre. The initial weekly format was expanded to six days a week as its popularity boomed; ratings star ted to fall in 1991 after Public Enemy's video By the Time I Get to Arizona was pulled for being too violent. Yo! ran until 1995. Pee-wee returns Sept. 5, 1991 11 The moment: At the Video Music Awards, Paul Reubens made his first public appearance as Pee-wee Herman since his arrest for lewd behavior that July. What made it special: It was his last appearance as Pee-wee. His line: "Heard any good jokes lately?" Reprinted with permission. All rights reser ved. Page 5 AS SEEN IN USA TODAY’S LIFE SECTION, JULY 28, 2006 What made it special: Clinton's stance on underwear signaled a shift in the public perception of politicians. Of course, it also served as the first time Americans learned a little more about that president's proclivities than they may have wanted to know. No strings attached Nov. 18, 1993 14 The moment: The Seattle grunge band Nirvana stripped out the guitar feedback to play an acoustic concert for MTV's Unplugged TV series in New York. MTV/handout It's a whole new world with Real World: The reality series created a stir and a widely copied format. The show was based in San Francisco and featured Rachel, Pam and Pedro, front from left, and Puck, back left, Cory, Mohammed and Judd. Pedro, we learned, was living with AIDS. What made it special: Without the growling grunge sound, fans were able to hear a band in its prime. Soul-baring performances of Polly and Come as You Are were highlights. It was also one of the last televised performances by Kurt Cobain, who would commit suicide less than a year later, April 5, 1994. Get 'Real' May 21, 1992 12 The moment: A "reality" series, The Real World , premieres. "Seven strangers (are) picked to live in a house, work together and have their lives taped." What made it special: It launched a reality-TV format still widely copied. Now in its 17th season, RW has tackled social issues such as racism, abortion, alcoholism and AIDS — most notably with Pedro Zamora, a roommate living with AIDS during the show's third season. Commander in briefs April 20, 1993 13 The moment: 17-year-old student Laetitia Thompson stood up during a televised Rock the Vote forum and asked President Clinton: "Boxers or briefs?" Clinton revealed himself to be a tightywhitey man. Cornholio is born July 15, 1994 16 The moment: On the animated Beavis and Butt-Head , a sugar binge causes the normally shy Beavis to yank his Metallica T-shirt up over his head and become Cornholio, a Nicaraguan rebel in search of "T.P. for his bunghole." What made it special: With this classic episode, Beavis went from mere sidekick to show-stealer. "Cornholio" helped give creator Mike Judge enough juice to score a network show, King of the Hill. You gotta Love it Sept. 4, 1996 17 T h e m o m e n t : During the redcarpet arrivals at the Video Music Awards, Courtney Love interrupted Kurt Loder's interview with Madonna by hurling her compact at them. The rocker stole the Material Girl's thunder when she stumbled on stage — babbling about everything from Madonna's shoes to her desire to be a candy striper — then fell down. W h a t m a d e i t s p e c i a l : Although Madonna maintained her composure, Love's brazen interruption marks one of the most embarrassing moments in VMA history. MTV/handout Acoustic: Kurt Cobain on Unplugged in 1993. A kiss is just a kiss? Sept. 8, 1994 15 The moment: Newlyweds Michael Jackson and Lisa Marie Presley hit the stage at the Video Music Awards holding hands, and they received a standing ovation. What made it special: Jackson said, "And just think, nobody thought this would last." Then he turned to Presley and passionately kissed her. Everybody was right; Presley filed for divorce in 1996. A big lil' stunt Sept. 9, 1999 18 The moment: Lil' Kim showed up at the Video Music Awards in a oneshouldered purple number with an exposed breast covered by a pastie. What made it really special: Tongues started wagging when she hit the red carpet. And then when Kim arrived on stage with Mary J. Blige and Diana Ross to present the award for rap video. Ross reached over and cupped and jiggled Kim's exposed breast. Reprinted with permission. All rights reser ved. Page 6 AS SEEN IN USA TODAY’S LIFE SECTION, JULY 28, 2006 'Jackass': Tipped off April 12, 2000 19 The moment: The reality series, about a group of guys performing often dangerous stunts for laughs, premieres and soon becomes a hot topic of conversation. Among outrageous stunts: Frontman Johnny Knoxville voluntarily sits in a full port-a-potty, and his friends tip it over. What made it special: The port-a-potty incident put this group of skateboarding slackers on the map, as viewers tuned in to see which crazy antics they would pull. Knoxville went on to star in films, and Bam Margera got his own MT V show, Viva la Bam. Gross-out for good May 23, 2000 2 0 T h e m o m e n t : Comedian Tom Green invited a camera into the operating room while he went under the knife to remove a cancerous testicle for The Tom Green Cancer Special. What made it special: In a year that saw David Letterman thank his heart bypass surgeons on the air and Michael J. Fox quit Spin City to focus on battling Parkinson's disease, Time decided Green was the gutsiest of all. The magazine recognized how the quirky comic "took his gross-out comedy to a new level on an unflinching show that took quite a pair to make." What made it special: It marked a sort of meltdown of the multiplatinum superstar, alongside the tanking of her movie Glitter . In the months that followed, Carey was hospitalized for "exhaustion," only to re-emerge in 2005 for a major comeback. Diary of a mad family March 5, 2002 2 2 T h e m o m e n t : The Osbournes premieres, following the foul-mouthed antics of metal demigod Ozzy Osbourne, his manager wife, Sharon, teenage daughter Kelly and son Jack as they go about their daily lives. What made it special: Much like The Real World, the series inspired a wave of similar reality shows that continues to this day, drawing millions of viewers in the process. It won MTV its first primetime Emmy in 2002. Says MTV exec Lois Curren: "It was pure entertainment, seeing extraordinary people experience ordinary situations, like Ozzy taking out the trash or going to the dentist. God bless Ozzy. I don't think he even knew we were there for the first few weeks." TV's new honeymooners Aug. 19, 2003 2 3 T h e m o m e n t : Premiere of Newlyweds, which followed the early married life of actor/singers Jessica Simpson and Nick Lachey. What made it special: "Is this chicken what I'm eating, or is it fish?" Simpson's line while eating Chicken of the Sea tuna catapulted the pair to A-list status. The three-season show spawned Til Death Do Us Part: Carmen + Dave , which followed the engagement and wedding of Carmen Electra and rocker Dave Navarro. Both couples have since split. Girl meets girl Aug. 28, 2003 24 The moment: Madonna performed her classic hit Like a Virgin with Christina Aguilera and Britney Spears at the Video Music Awards. The Material Girl caused a sensation when she shared an openmouthed kiss with Spears. What made it special: The network hyped a "big event" before the broadcast, but no one quite expected a same-sex kiss between a music icon and a pop sex kitten. "I didn't know it was going to be that long and everything," Spears told CNN. Nipplegate Feb. 1, 2004 25 The moment: During Super Bowl XXXVIII in Houston on CBS, Justin Timberlake and Janet Jackson performed a duet of his Rock Your Body. Near the end of the MT V-produced set, Timberlake tore off part of Jackson's costume and revealed her right breast, adorned with a sun-shaped nipple shield. 'Glitter' isn't gold July 19, 2001 21 The moment: Scantily clad in a Tshir t, Mariah Carey made an unannounced visit to the afternoon video countdown show TRL , acting strangely and delivering ice cream to the audience. She told surprised VJ Carson Daly, "If you don't have ice cream in your life, sometimes you just might go a little bit crazy." What made it special: The incident sparked public outcry, and the FCC hit CBS with a $550,000 fine, the largest penalty ever against a broadcaster. The FCC has cracked down on what it considers obscene content. MTV/handout Newlyweds: Jessica Simpson and Nick Lachey in 2004. Reprinted with permission. All rights reser ved. Page 7 AS SEEN IN USA TODAY’S MONEY SECTION, FEBRUARY 28, 2006 Google eyes new ad venues: Old media Tech titan works on ways to use — and profit from — targeted ads in TV, radio, newspapers By Jefferson Graham USA TODAY LOS ANGELES — Internet search giant Google ushered in the biggest revolution in advertising since the dawn of television when it popularized online ads that run near Web search results. For the first time, advertisers had to pay only if someone viewed an ad. Now, Google wants to bring its targeted-advertising system to old media: radio, magazines and newspapers, even TV eventually. "When I watch TV today, it seems that all sports fans are only interested in beer," Google CEO Eric Schmidt told USA TODAY. "We think there's a better way." Google hasn't talked much publicly about its TV ambitions, but television is clearly part of the company's long-term strategy to expand its ad kingdom beyond the Internet. Nearly all of Google's $1.4 billion in 2005 earnings came from ad sales. The once-invincible search giant stumbled recently when it missed Wall Street's first-quarter financial estimates. Its highflying stock has fallen nearly 100 points. (The stock opened at $85 in 2004 and now sells for $390.) Escalating its advertising strategy is one way to try to keep up the growth. How Google is attempting to stretch ad sales: u Print. In April, ads based on Google's auction-style pricing will appear in some 26 magazines, including Martha Stewart Living, Car and Driver and PC World. How it works: Google buys ad space directly from publishers and auctions the space to its clients. Google profits if advertisers offer more than Google paid. The first auction closed Friday. Google will announce the winning bidders, via e-mail, this Friday. In a newspaper trial, Google is testing small text ads in the business and sports sections of the Chicago Sun-Times. The ads look similar to search ads that appear online — small, 10-word messages that direct readers to websites and say "Ads by Google" at the top. By Sam Ward, USA TODAY u Radio. In January, Google purchased dMarc Broadcasting, which specializes in using computer technology to fill otherwise unsold airtime. DMarc also offers advertisers realtime reports on when and how often an ad has aired on a particular station, something that used to take months to receive. u T e l e v i s i o n . Google's new online video store (video.google.com) sells reruns of shows from CBS and PBS for viewing on Internet-connected PCs. It hopes to bring its advertiser network to television. Schmidt would not discuss a timetable. But he says TV set-top boxes could become a key tool for Google to learn more about demographics and viewing habits — and serve up tailored ads. For more educational resources, visit http://education.usatoday.com Reprinted with permission. All rights reser ved. 7 Page 8 AS SEEN IN USA TODAY’S MONEY SECTION, FEBRUARY 28, 2006 How Google ran its ad auction Google ended a test online auction Friday to open bidding on magazine ad space. After browsing through Google’s list of 26 magazines, from which the 1. Research data for each magazine, 2. Pick ad size from a full page, such as circulation, demographics and household income of readers to decide which magazine or magazines to advertise in. a half-page or a quarter-page. One full page is 81⁄8 x 9 9⁄16 inches. 1 page 1/2 page search giant purchased the space, bidders filled out a one-page application form. Here’s how it worked: 3. Select which issues to advertise in. 4. Bid by entering the maxi- July/ Aug. 2006 mum amount of money you’re willing to pay in all of the selected issues. Google will reduce the actual cost to the lowest price needed to win the auction. Sept. 2006 Total bid for issue(s) selected 5. Via e-mail, Google will announce the winning bidders on Friday. Ads start running in April. Oct. 2006 1/4 page Source: Google USA TODAY "Cable, satellite, telephone companies— they are all putting devices in the home that make it possible for our computers to find them," Schmidt said. "That makes it possible for us to, say, address men who are 20 and in college, buy a lot of music online and also voted in the last election." Now, though, it is embarking on a battle with seasoned competitors. In old-line media such as radio and television, "There's no lack of people who are much more experienced," says Danny Sullivan, editor of the SearchEngineWatch online site. "They will fight Google hard." On a recent conference call, Schmidt told Wall Street analysts that Google's focus this year is on applying its advertising skills to "different mediums." Google is increasingly perceived as an 800-pound gorilla. Book publishers are suing Google over its plans to digitize outof-print books. Many companies have sued Google citing trademark infringement relating to its online advertising practices. He addressed such innovations as the new video store, the dMarc acquisition and new tools to bring Google search to mobile phones. He said 2006 offers a "unique and historic opportunity" to expand. If Google can get its "fingers in the pot for every transaction," effectively becoming a broker between advertisers and media outlets, it can "really win," says Jeff Lanctot, general manager of Seattle-based interactive ad agency Avenue A/Razorfish, which represents clients such as Microsoft and Coors Beer. Advertisers are eager to bring the same targeted ads that work so well online to other media, Lanctot says. Then, they would not have to show an ad "to 100 people to reach the 10 who will find it compelling." "TV stations can charge extra," he says, and advertisers would be willing to pay. Competition won't roll over Google didn't invent search-related advertising. Overture (now Yahoo Search Marketing) launched the technique. But Google's dominance as an Internet search engine enabled it to popularize the form. As a companion to its corporate manifesto "to organize the world's information," Google now seems set on creating the biggest advertising platform in the world, says longtime media analyst Paul Kagan, of PK Worldmedia. "For all of Google's tech talk, it is one big ad company," Kagan says. Twenty-six publishers sold space to Google for its magazine advertising auction, which Google will re-sell, presumably at a profit. Jeff Edman, president of PC World, says the format works well for the magazine because "some of those advertisers might come back and advertise again." Magazine ads generally are sold either through agency relationships or directly to big clients based on a rate card, or a negotiated rate. Through the auction process, anyone can bid on placing a full-page ad in Martha Stewart Living with the ease of trying to score a deal on a used camera on eBay. Reprinted with permission. All rights reser ved. Page 9 AS SEEN IN USA TODAY’S MONEY SECTION, FEBRUARY 28, 2006 Interested advertisers fill out a simple form at Google's website. According to the online instructions, "You choose the ad size, set your price, and decide how you'd like to use the space. There's no risk to you — you pay only if you win the auction." Google promises to work with successful bidders "to fill your ad space effectively." their marketing mix. But he says he doubts that broadcast can come close to the effectiveness of online search ads. Online, "You know you are reaching people who are looking for your products," he says. "T V and radio have no idea whether their listener cares about the new movie opening this weekend or not." Google views it as a way to invigorate old media with thousands of new customers placing radio, print and TV campaigns at the click of a mouse. Thus the big question for Google: Can the online targeted-ad revolution truly be expanded to old media? Google's online advertising network initially was supported primarily by small businesses that hadn't advertised much. With Google's pay-as-you go method, they found an affordable medium. "It's very ambitious to say you're going to go into another area and immediately change it," says Sullivan. "Radio isn't very measurable right now, not because of a lack of interest, but because it's just a tough thing to do." That Google's search advertising AdWords program also works in an auction-style format. Advertisers bid on keyword terms — "Las Vegas lawyer" or "Boston bakery," for instance — and pay Google only when a Web surfer clicks on an ad. Rates have gone way up since Google's AdWords first started, but many campaigns can still be had for under 50 cents a click. Google's online advertisers can create a campaign and see it on Google in minutes. Schmidt sees offering similar tools for radio spots to his customer base. Instead of going to Google and crafting a 10-word ad, a budding entrepreneur would attach a cheap microphone to a PC, click a button, record a spot and upload it instantly to Google. Schmidt muses about bringing radio advertising to the common man: "Wouldn't it be great if you could advertise your brand-new invention on the radio, for not much money, just to see if it works?" Could be catalyst for cottage industry Schmidt acknowledges that there's a big difference between creating a little online search ad and a well-produced radio commercial He envisions services popping up similar to those that help small sellers place products on online auctioneer eBay: miniproduction companies that could produce radio and TV spots for small businesses with state-of-the-art voice work, sound effects and music. "Show up — we'll do the work for you and make sure the ad works for you," he says. Chris Winfield, who oversees search ad campaigns for clients at his 10e20 Web Design firm, knows this firsthand. He's what's known in the trade as a Search Engine Optimizer (SEO), a group that didn't exist in the pre-Google era. "Any time Google comes out with something big, cottage industries pop up to help people." His clients, Winfield says, would love to add radio to First test results not spectacular Google began its first old-media test last fall when it bought a series of full-page ads in PC Magazine and carved them up, selling segments to a group of advertisers. To help advertisers discover how many calls they were getting from the ads, Google gave clients a special toll-free telephone number to use. But some advertisers in the test were underwhelmed. Google predicted a response rate of 1% to 2% of a magazine's readership base, says Tony Ashley, owner of Ashley Software, which makes a software tool for writers called Writer's Blocks. "I didn't get half that." Ken Chang of Apex Security Solutions, which sells networked security cameras, describes his experience as "disappointing." Patrick Keane, head of Google's ad sales strategy, concedes, "We still have a lot to learn." The company has clearly switched gears for its second magazine test with a potentially more profitable model, auctions. The auction is similar in theory to a concept Google recently introduced to online advertisers, called Site Targeting. The clients get to choose which websites their ads appear on from a pre-determined Google list. That's the eventual goal for all of Google's media, for advertisers to target who they want to reach, and for readers, viewers and listeners to be served with relevant ads. "We can … make it happen," insists Schmidt. If Google pulls it off, it will be a historic shift in the way the traditional media advertising industry conducts its business. Advertisers and analysts are skeptical, but Kagan says, "I don't think anything Google talks about is a pipe dream. It just may take longer than they think." Reprinted with permission. All rights reser ved. Page 10 AS SEEN IN USA TODAY’S MONEY SECTION JANUARY 31, 2006 Papers take a leap forward From podcasts to local-local freebies, old dog's learning some new tricks By David Lieberman USA TODAY says, will require "a shift of thought from, 'How do we get people to read more newspapers?' to 'What problems are people trying to solve in their lives, and how can we help?'" NEW YORK — If you made a list of today's great media innovators you'd probably fill it with people whose dazzling ideas are shaping the Internet, television and even radio. Most major companies have already started to adjust. Not newspapers, though. The industry is famously risk-averse. You might not need both hands to count the big ideas that have wowed the public with their originality since 1880 when dailies began running photographs, or possibly 1897 when The Yellow Kid became the first comic strip with color. For example, in the last year, The New York Times bought Web information service About.com and launched TimesSelect, an offering of additional information and opinion online to those who subscribe to the paper or pay about $50 a year. But stop the presses. Media's sleeping giant is waking up. Executives throughout the industry, which generated an estimated $65 billion in revenue last year, are opening their minds to a host of ideas, including new paper publications, television and radio services, websites, podcasts and transmissions to cellphones. Dow Jones bought Web financial news service MarketWatch, created a Saturday print edition of The Wall Street Journa l and launched an Internet blog for lawyers. By Sam Ward, USA TODAY "I don't think I've ever seen the sense of innovation and willingness to take risks that I'm seeing now," says John Kimball, chief marketing officer of the Newspaper Association of America (NAA). One indication of that is the recent launch of a yearlong. $2.25 million initiative by the industry-supported American Press Institute to design a new business plan for companies grappling with competitors on the Internet and other new media. "Across the industry the message I pick up is, 'Oh my God. It's slipping away. What can I do?'" says Stephen Gray, managing director of the initiative, called Newspaper Next. The answer, he And Gannett, parent of USA TODAY, recently blended this newspaper's print and online newsrooms and bought a minority stake in 4INFO, which enables cellphone users to quickly get sports scores, weather forecasts, movie times and other information. Some local papers are even more ambitious. Gannett's The Arizona Republic gave the Internet a bear hug, joining forces with the company's local TV station, KPNX, at azcentral.com, a website that blends text and video as well as news in Spanish. The paper also publishes special news sections for different communities, free local magazines about fashion and lifestyle, and publications offering TV listings and classified ads in Spanish. Reprinted with permission. All rights reser ved. Page 11 AS SEEN IN USA TODAY’S MONEY SECTION JANUARY 31, 2006 Reaching out to readers Newspaper executives say that although they’re losing circulation, they’re reaching new readers on the Internet and other new media. But Wall Street’s waiting to see how successful these efforts will be and whether they’ll generate enough new revenue to justify the costs. Investors shy from newspaper stocks Russell 1000 publishing newspapers index1 (weekly) 120 111.5 94.0 4/9/2004 1/3/2003 77.8 100 1/27/2006 80 60 Jan. May Sept. Jan. 2003 May Sept. Jan. 2004 May Sept. Jan. 2005 1 - index for Belo, Gannett, Knight Ridder, Lee Enterprises, McClatchy, New York Times, Tribune and Washington Post; Source: Bloomberg News Top 10 U.S. newspapers by average weekday readership in millions USA TODAY The Wall Street Journal The New York Times New York Daily News Los Angeles Times New York Post Chicago Tribune The Washington Post Newsday Chicago Sun-Times Top 10 U.S. newspaper websites December 2005 unique audience in millions (Percentage change from 2004) 7.1 5.1 5.0 2.7 2.4 2.1 1.9 1.8 1.6 1.3 Source: Newspaper Association of America 2006 nytimes.com USATODAY.com washingtonpost.com sfgate.com (San Francisco Chronicle) latimes.com boston.com (The Boston Globe) nydailynews.com chicagotribune.com suntimes.com (Chicago) newsday.com 11.0 (+22%) 9.9 (+16%) 7.8 (+53%) 4.1 (+28%) 4.1 (+52%) 3.6 (+35%) 3.3 (+22%) 3.0 (+99%) 2.6 (+21%) 2.6 (+14%) Source: Nielsen/NetRatings By Dave Merrill, USA TODAY Reprinted with permission. All rights reser ved. Page 12 AS SEEN IN USA TODAY’S MONEY SECTION JANUARY 31, 2006 Similarly, Belo's The Dallas Morning News has its own fashion and lifestyle magazines, a free weekday tabloid for commuters and a Spanish-language daily. These innovations are "not something that many newspapers felt a need to do, or had a willingness to do, historically," Belo CEO Robert Decherd says. "But people's media habits have changed in fundamental ways. ... Ten years ago it was pretty simple. Now you have to have a suite of products and advertiser opportunities." Here are some of the initiatives gaining most favor with industry watchers: u Hyperlocal news. Lots of media outlets cover what's happening across the world, nation, state or even a major metropolitan area. Companies that pay millions for printing or broadcast equipment and reporters want to spread the costs across as many homes as they can reach. The problem is that people care most about what's happening in their own neighborhoods. Double-edged Web The Internet inspired a lot of new thinking. Publishers liked the additional pathway to readers and advertisers. Last year the number of unique visitors to the 25 most popular newspaper websites increased nearly 37%, to 56.9 million, according to Media Metrix. And this year, close to 5% of all newspaper ad revenue will come from the Internet, the NAA says. The new medium also, however, enabled a fast-growing collection of rivals to provide news services that appeal particularly to young readers. Total newspaper weekday circulation fell about 2.4%, to 54.6 million, from 1999 to 2004. Sales in the 100 largest markets fell 2.9% in the year ending on Sept. 30, according to a Credit Suisse analysis of data from the Audit Bureau of Circulations. The Internet also gave direct marketers — including companies such as Google, Craigslist.com and Monster.com — opportunities to go after the help-wanted, real estate and auto classified ad sales that newspapers used to own. Challenging profit picture These factors, plus an anemic overall ad market and rising newsprint costs, dented newspaper profits. Publicly traded companies collectively reported newspaper operating margins of 19% in the first three quarters of 2005 vs. 20.5% in 2004, according to MG Strategic Research. Growing uncertainty about newspaper companies' prospects contributed to a 20% decline in the collective value of newspaper company stocks in 2005. Investors are waiting for proof to support executives' predictions that their new ventures will pay off. "It's a story that's hard to tell because (newspapers) don't break out the numbers," says MG Strategic Research President Miles Groves. Still, he adds, with newspapers "losing share and circulation, you're going to have to have a major shift in the business model with something broader than ink on paper." That's why many executives are watching what privately held Morris Communications is doing with Bluffton Today. The free, adsupported, 32-page daily newspaper and associated website were introduced last April for a South Carolina town of about 28,000. Few local developments seem too minor for the tabloid-sized paper's 12 reporters. Recent editions included stories about the new school crossing guard, happenings at the Bluffton garbage dump and the closing of a roller skating rink that also served as a bingo hall. High school sports rule. And standing features cover subjects such as pets, grandchildren and gardening. And unlike most local newspapers, Bluffton Today also runs on its website lots of pieces and blogs that local residents write. That includes a daily blog from the high school principal. "We call it a community in conversation with itself," says James Currow, Morris' executive vice president for newspapers. "This thing has just taken off. It has the highest readership of any paper in our company," attracting about 95% of the community. Executives won't discuss the paper's profits. "This is an experiment," says Jim Smith, Morris Publishing Group's vice president for market research. "I don't think it would be staffed at this level in a rollout." Still, they say that other companies should try the Bluffton model elsewhere. "You've got to get to the neighborhood level," Smith says. "You need dozens of these in a community." He says that as megaretailers grow — especially infrequent newspaper advertiser WalMart — "We've got to operate in a more diverse way and get to be part of the daily commerce of the area." The Newspaper Association of America's Kimball also sees promise in hyperlocal news with significant reader input. "Any newspaper could do that," he says. "Maybe you get high school students to write about football games." Reprinted with permission. All rights reser ved. Page 13 AS SEEN IN USA TODAY’S MONEY SECTION JANUARY 31, 2006 But MG researcher Groves, for one, says that enthusiasm for the formula could collapse if many reader-generated pieces prove to be inaccurate or self-serving. "You get the local school and the local this and that, but who's providing the quality control? There's this thing we worry about that's called trust. That's what allows publishers to make money. If you don't have that, then what do you have?" u New media. Just about every newspaper is exploring the Internet and other new media, but few as aggressively as E.W. Scripps' Naples Daily News in Florida. "We offer content over iPod, cellphones, PlayStation, TV, radio and magazine," says John Fish, president and publisher. "We want to be platform agnostic. What's the best way to tell that story? Does it need video or audio?" He's particularly proud of the company's staff-generated podcast. "It's a local news version of public radio," he says. Now it's gearing up to produce a 15-minute video newscast that it will post on the Web daily at 4 p.m. It's talking to Comcast about offering the show four times a night on the cable operator's local channel. But he says new media profits are "a good bit higher than our print margins" and represent a smart investment. "It's just going to grow in the future. And if we don't provide the services, someone else will come up under us." u Mini-dailies. Commuters in many cities no longer have to pay for a newspaper. They can grab one of the new breed of tabloidsize papers, usually targeted to young adults, that many companies hand out free. For example, Sweden's Metro International offers mini-dailies in New York, Boston and Philadelphia. Tribune Co. gives away AM New York and Chicago's RedEye. The Washington Post has Express. And billionaire Philip Anschutz, who owns the San Francisco Examiner, introduced mini-dailies in San Francisco and Washington, D.C. The business model seems to work. For example The Dallas Morning News' 2 1/2-year-old mini-daily, called Quick, should begin generating cash flow this year, Decherd says. He says he's not worried about that cash coming out of the hide of the local flagship publication. "It's a different ad base, and it's priced differently." Fish is also excited about new technology that connects the paper to readers via phone. Nor is he concerned about the mini-dailies' obsession with local entertainment and pop culture, something that makes many traditional reporters cringe. "We can call to remind you about events on your calendar. We can call you after each quarter in a football game to tell you what the score is. We'll make a daily wake-up call and tell you the weather as well." "Our consumer-driven society is about a lot of things besides hard news," Decherd says. "Americans spend a tremendous amount of time focused on their lifestyles. We have to listen to our audiences to some extent." Such ventures can be costly. The Daily News has 20 people working on new media and six more who handle ad sales. Reprinted with permission. All rights reser ved. Page 14 AS SEEN IN USA TODAY’S LIFE SECTION MAY 18, 2006 Protest tunes bubble up as war’s popularity sinks Hard-hitting songs climb the charts The song sold 55,000 downloads and was the fastest-rising modern rock track since U2's Discotheque. By Edna Gundersen USA TODAY "I think it's a positive sign that a song with some content can be played on the radio when three or four years ago it wasn't allowed," Vedder says. "Freedom of speech may be more alive than we thought." Initially, music's response to the war in Iraq stirred little more than sounds of silence. Today, outraged artists are mouthing off in songs that don't stop with appeals for peace, love and understanding. Let's Impeach the President is one of the incendiary titles on Neil Young's Living with War, a potent set of songs slamming the Bush administration. It opens in Billboard next week at No. 15 after selling 60,000 copies, according to Nielsen SoundScan. Paul Simon's Surprise, landing one notch ahead with sales of 61,000, includes the tune Wartime Prayers, which observes that "people hungry for the voice of God hear lunatics and liars." It's Simon's highest chart ranking in the SoundScan era. Opening sales for both are considered substantial for veteran acts shunned by radio. Younger artists also are finding that politics and profits aren't mutually exclusive. Pink's I'm Not Dead, which has sold 327,000 copies since April 4, features an eloquent but scathing indictment, Dear Mr. President. Pearl Jam's self-titled album, which entered at No. 2, has sold 365,000 copies in two weeks, partly on the strength of World Wide Suicide, a ferocious swipe at leaders who "tell you to pray while the devil's on their shoulder." Singer/lyricist Eddie Vedder writes: "Medals on a wooden mantel, next to a handsome face/That the president took for granted, writing checks that others pay." Protest music is rallying on radio and charts, though little has shown the commercial clout of Green Day's 2004 multi-platinum American Idiot . The revolution-minded rock on Living Things' Ahead of the Lions has sold a modest 18,000 copies since October. The Coup's "raptivist" rap on Pick a Bigger Weapon has sold 6,400 copies since April 25. Anti-Flag's seething For Blood and Empire is heftier, with 38,000 since March, and a track, The Press Corpse, that hit the modern-rock top 40 chart this week. Anti-establishment songs have been heating up at rock radio since Incubus' Megalomaniac struck two years ago, and at top 40 since the Black Eyed Peas' 2003 Where Is the Love, says Sean Ross, vice president of music and programming at Edison Media Research. Lefty fare is still taboo at country, but a startling development came when usually conservative Hot AC stations jumped on Green Day's Holiday, with its "zieg heil to the president" line. "That clearly means something," Ross says. But does it necessarily mean that President Bush's declining ratings are emboldening artists and airwaves to unleash anti-war tunes? Tough lyrics: Eddie Vedder and Pearl Jam take President Bush to task in World Wide Suicide. six to nine months for artists to figure out how to proceed (after the 2003 Iraq invasion), to get around to putting out records and for the lingering Dixie Chicks hysteria (when many country stations stopped playing the band after singer Natalie Maines made anti-Bush remarks) to wear off. It's had as much to do with the normal product cycle as anything else. "And like anything else at radio, if it's not a single and it's not being worked, program directors don't go looking for it." A 9/11 chill, when the "you're with us or against us" mind-set prevailed, might have stifled some artists, but Ross believes most just needed time to digest events. Anti-war fare "isn't a stopper, except at country, but I don't think anyone sees it as a career boost," he says. Ross says, "I don't think it can be neatly tied into 'Things are getting worse and there are more people speaking out.' It took Reprinted with permission. All rights reser ved. Page 15 CRITICAL INQUIRY 1. Examine MTV’s highlights over the past 25 years, in terms of both their cultural and business influences. List and rank the top five influences for each category. Are your lists the same for each type of influence? Discuss your list with a peer. 2. Make a list of the traits you believe are most important for a media business leader to be successful in today’s environment. Using articles from current issues of USA TODAY, choose another media executive and compare him or her to Rolling Stone founder Jann Wenner. Rank each individual in light of your list of traits. 3. The line between “new” and “old” media seems to be blurring. How is “new” media company Google targeting TV, radio, and newspapers? Alternatively, how are “old” media newspapers incorporating new modes of delivery such as web sites, podcasting and mobile devices? Do you believe that “old” and “new” media will merge? Why or why not? 4. Using the case study’s Snapshot® as a guide, conduct your own survey to measure media usage among your friends and colleagues. How did your results compare to the Snapshot® in the case study? 5. Do you agree with Sean Ross’s statement that the recent rise in anti-establishment music is not necessarily tied to President Bush’s declining ratings? Using examples from the article, compose a two-minute quick write explaining your stance. Divide the class into those who agreed and those who disagreed and debate the issue using your quick writes. 1. MTV has profoundly influenced music and the music FUTURE IMPLICATIONS industry over the last 25 years. In small groups, brainstorm what you think will be the biggest influences on the music industry over the next 10 years. Use USA TODAY and other resources to find articles about future trends and current influences. Defend your predictions and discuss them as a class. 2. Using USA TODAY, research the latest advertising strategies being used by Google. How successful has Google been in expanding targeted ads to old media? What do you foresee for the future? 3. Conduct a study over one week to compare the online version of USA TODAY to the printed one. Make a list of the similarities and differences. Which do you prefer and why? Prepare a 2-3 minute presentation for your class. 4. One way in which the Internet has changed the way people consume news has been the rise of citizen journalism, or user-generated journalism. Using articles from USA TODAY, examine this trend and its effect on traditional newspapers. To what extent are traditional media making use of user-generated content? Write a 2-3 page essay explaining your opinion of citizen journalism vs. traditional journalism 5. Do you agree or disagree with Jann Wenner’s quote about the Internet, “You can skip around, but it’s like: 57 channels and there’s nothing on. And reading is not going away.” What do you think he means? ADDITIONAL RESOURCES v American Press Institute http://www.americanpressinstitute.org/ v Paste Magazine http://www.pastemagazine.com/ v Newspaper Association of America (NAA) http://www.naa.org/ v Billboard Magazine http://www.billboard.com/ For more information, log on to www.usatodaycollege.com Page 16