What Does Facebook Mean for Newspapers?
One of our key market segments is newspapers and multi-media publishers. We’ve been providing print and online ad production for several years and, more recently, launched social media services. The implication for our clients and prospects is that Facebook might already have more reach in the community than any other media outlet, including local newspapers. But rather than competing, Facebook can be used by newspapers as a very viable (and affordable) short-term solution to boost traffic and page views for their websites and generate new revenue from advertisers).
There is no denying that Facebook vies for the attention of local audiences and is changing the way people are finding and consuming news. As Chris Treadaway (founder and CEO of Lasso and author of the upcoming book Facebook Marketing: An Hour a Day) aptly puts it: “One minute spent on Facebook is a minute not spent on another web property. As a result, publishers need to go beyond building better websites to create engaging content that can appear on Facebook.
Embracing Facebook has numerous benefits. It enables publishers an ability to reach a huge audience. It also allows readers to share and discuss content and, the more it is viewed and shared, the more likely it is to obtain links. Newspapers can learn who is reading, sharing and engaging with their content. Plus, Facebook reaches a younger audience. The median age of a newspaper subscriber is 51 years old while the median age of a user who likes articles on news sites is 34 years old. How many more advertisers targeting this demographic could you sell in your market?