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Recently for Marketing Voices, a podcast I host for PodTech.net, I interviewed Kevin Anderson, the blogging editor for The Guardian, based in London, which is the largest daily newspaper on the web. This paper posted one of the first blogs in 2001, and to me it represents one of the most forward-thinking newspapers.
Now I come to find out that a recent survey of Nielsen/NetRatings reports that the online editions of The Guardian and the Times of London have more American readers than British readers. I think this is interesting news. People want views or opinions expressed in their newspaper --not just news.
The Guardian is providing that today. According to Nielsen/NetRatings, this is especially true for the younger Americans. I think it is interesting that no American newspaper has implemented the news and business strategy that The Guardian has pursued. Maybe the Wall Street Journal with its new owner will take this new path, and it would be wonderful if it did.
The fact that the "younger" generation is interested in reading newspapers by giving them "ViewNews" could be a boon to our education.
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Comments
What's interesting is that The Guardian charges for its online digital print edition (that appears on the web as the actual newspaper). http://digital.guardian.co.uk/
The WSJ asks for and gets $99 for a digital subscription.
How successful is the Guardian in getting people to pay for the digital version of the paper?
Posted by: Paul Barsch | 08.21.07
Jennifer,
I didn't listen to the podcast, don't have the time, but how did you get to here: "The fact that the "younger" generation is interested in reading newspapers by giving them "ViewNews" could be a boon to our education."
Your post simply says Americans are reading more than British readers. I am one of those Americans as are many of my friends, and we long ago passed young.
Posted by: Lewis Green | 08.21.07
Paul, I don't know how successful the Guardian is to get people to pay. I will see what I can learn.
Lewis, I did mention younger Americans in my post which is what the study points out(third paragraph). My thinking is that IF "viewnews" is more appealing to the younger readers and it gets them to read more than that could be an asset. From statistics that I have seen on youth readership I know that youth (under 18) does not normally read newspapers. If they start to read more because the "viewnews" is more interesting to them, I am assuming that their education will be better.
Posted by: jennifer jones | 08.21.07
Nice podcast, Jennifer. Kevin used the words - community, conversation, engagement, customer service management and I think (shudder) - customers as sales people...hmmmmm? sounds like journalists marketing the newspaper which I feel is at least inching toward a revolution. He also talked about journalism becoming a more involved profession. As the focus is online and blogs, I'm curious to see how that pans out to print? Has the Guardian found an increase in newspaper sales? At some newspapers the Letters to the Editor is one of the more popular features. I wonder how much blogs are an extension of that?
Posted by: bob glaza | 08.22.07
Bob, good questions for the guardian. I will see if I can get Kevin to respond.
Posted by: jennifer jones | 08.23.07
Jennifer,
I agree 100% that getting younger people to read newspapers would be a boon to education.
And, frankly, in response to Lewis -- while she did specify young Americans -- it is also worth noting that education does not end the minute you leave school. I feel that reading is part of it even past youth.
Posted by: Neil Anuskiewicz | 08.27.07