Regional press embraces web advertising

The first new-media survey conducted by the Newspaper Society has revealed that three quarters of the regional press carry classified advertising online and two in three carry sponsorship.

The first new-media survey conducted by the Newspaper Society has

revealed that three quarters of the regional press carry classified

advertising online and two in three carry sponsorship.



The analysis shows that regional press investment in the internet is

fairly new, with three quarters of sites being less than two years

old.



Cross promotion is evident, with three quarters promoting their papers

online and 89 per cent promoting their websites in the papers.



Editorial content of the sites is devoted, unsurprisingly, to local news

and sport. The most popular online ad categories are recruitment and

property, which are carried by by 78 per cent of regional papers.

Entertainment listings are carried by 78 per cent of regional papers.

Local business-to-business ads are carried by 69 per cent.



However, only 38 per cent are engaged in e-commerce, only a third are

making a profit from their websites and half are generating less than

pounds 25,000 in revenue.



The most popular website belongs to the Belfast Telegraph, reflecting US

interest in Irish affairs, with half a million impressions per week.



This was followed by Adhunter, now known as This is Britain’s Fish4

site.



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