Times Offers Details On 'Metered-Model' During Earnings Call
In the third quarter, digital ad revenues rose 14.6% at The New York Times Company -- from $68.3 million to $78.3 million -- which partially offset a 5.8% decrease in print ad revenues.
"Although we experienced marketplace volatility, it is clear that advertisers are responding to the opportunities to associate their brands with our high-quality journalism that engages audiences across multiple, and multiplying, platforms," Janet Robinson, president and CEO of The New York Times Co., said Tuesday.
All told, online ad revenues made up 27% of the company's total ad revenues in the third quarter. The company's digital businesses include NYTimes.com, About.com, Boston.com and other various sites. Total Internet revenues in the third quarter increased 13.3% to $89.4 million from $78.9 million.
Internet advertising revenues at the News Media Group increased 21.6% to $47.4 million from $39 million, which Times Co. attributed to strong growth in national display advertising. In total, Internet businesses accounted for 16.1% of the company's revenues for the third quarter of 2010 -- up from 13.9% in the third quarter of 2009.
"We remained focused on our comprehensive digital strategy, which includes increasing revenues from our digital sources, introducing new products and innovations that increase user engagement and extending our reach to new audiences across an array of devices," Robinson said.
Last week, for example, NYTimes.com launched its new app for the iPad, which offers access to more than 25 NYTimes.com sections -- all continuously updated throughout the day, Robinson notes.
According to Robinson, the company is making "significant" progress toward the upcoming launch of its pay model for NYTimes.com, which includes building the systems and infrastructure to support the commerce, customer service and product requirements of cross-platform strategy.
Meanwhile, the so-called "metered model" will allow readers who are referred from third-party sites such as blogs, social media networks and search engines access to specific content "without triggering the gate, which will preserve NYTimes.com's significant reach and advertising inventory," according to Robinson.
NYTCo. also recently announced that in the second half of 2011 The Boston Globe will launch a paid subscription Web site, BostonGlobe.com, and that Boston.com will remain free.
This two-brand strategy is expected to let the company better serve consumers and advertisers, while creating a second revenue stream.
Times Co.'s other New England Media Group property, the Worcester Telegram & Gazette, launched a paid model for its Web site during the third quarter.
Also, Times Co. recently announced that along with two other major publishers, it invested in Ongo Inc., a new venture that will introduce a service that will allow users to read and share digital news and information from multiple publishers.
About Group revenues increased 5.5% to $32.5 million from $30.8 million, as growth in display advertising was offset in part by lower cost-per-click advertising, according to the Times Co.
About Group operating costs increased 9.1% to $18.6 million from $17.0 million -- while excluding depreciation and amortization, operating costs increased 9.7% to $15.7 million from $14.3 million primarily because of higher compensation costs and marketing expenses.
Overall, revenues at NYTCo. decreased 2.7% in the third quarter of 2010 compared with the third quarter of 2009 as advertising and circulation revenues declined 1% and 4.8%, respectively.
0 comments on "Times Offers Details On 'Metered-Model' During Earnings Call".
Leave a Comment
Recent Online Media Daily Articles
-
CIMM Issues Request For Data, Cross-Platform Metrics June 19, 9:29 a.m.
The Coalition for Innovative Media Measurement (CIMM) said it has issued a request for proposals involving ... -
Heads Or Tails: Facebook Grows A Long One, Surpasses 1 Million Advertisers June 19, 7:48 a.m.
Facebook has reached an important ad industry milestone, becoming one of the few mega platforms to ... -
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ... -
Affiliate Channels Attract Global Buying, Tailored Marketing Programs June 18, 5:54 p.m.
The Internet continues to make the world smaller for affiliate marketers, but there are physical challenges ... -
Microsoft Rolls Out Ad Pano, Mobile Ad Format June 18, 3:03 p.m.
With the help of the broader ad industry, Microsoft this week is rolling out a mobile ... -
Kiip Debuts Self-Serve Option For Advertisers June 18, 2:23 p.m.
Mobile rewards network Kiip has added a self-serve option for advertisers aimed at attracting more small- and medium-sized ... -
Mindshare Taps Elkins As Managing Director, Digital, West Coast June 18, 1:51 p.m.
Mindshare, part of WPP's GroupM, has tapped digital marketing veteran Amy Elkins to be managing director, ... -
Blogging Stake: WPP Invests In Muzy June 18, 9:12 a.m.
WPP has taken a stake in Muzy Inc., an early-stage micro-blogging service focused on mobile content ... -
MSN, Newsy Partnership To Debut June 18, 7:40 a.m.
MSN on Tuesday is expected to announce a partnership with mobile-focused video news network Newsy. Similar to ... -
ZO Shaves Global Ad Outlook: Says Internet, Especially Mobile, Will Be Greatest Growth Engines June 18, 7:34 a.m.
The global ad economy now is expected to expand only 3.5% this year, according to the ...
You know - the New York Times is such an icon in the information (I was going to say "print") world that this might just work for them. Kinda like the Wall Street Journal - some folks would rather walk on their lips across broken glass rather than miss an issue. Now, will this work for The Denver Post, The Biloxi Shopper or The Niwot Herald? I don't think so...