As newspaper publishers enter a new era, Kantar Media’s Global TGI believes newspapers have a key role to play in this changing landscape, but recognises that business models need to change to incorporate direct audience interaction. Recent research by the company provides publishers with insight to inform their strategies by showing the different social media habits of people around the world. In terms of engaging with user generated content (UGC), the number of internet users reading articles or comment varies significantly by country, with Latin America featuring strongly. 47% of internet users in Brazil and 44% in Argentina read UGC on newspaper websites, compared to only 35% in GB and 26% in Germany. Not all countries have high levels of user interaction however. Latin American countries again show the highest rates of activity in submitting articles or comment on the websites of newspaper publishers, with 27% in Brazil and 26% in Argentina. This drops to only 17% in Germany and 12% in GB.
– An internal Chartbeat study of 2 billion visits found that stories with strong news content far exceeded clickbait in time spent.
– Many people who share stories on social media do not actually read them. Ditto the recipients. The same internal research found that only eight of 100 articles read were accessed by Facebook and only one in 100 via Twitter.
– Banner advertising is not as dead nor are native ads as vibrant as current coverage would have you believe. Part of the reason, Haile said, is that nearly two-thirds of those accessing a home page go “below the fold” of the first screen to see what else is being featured.