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The Big Picture
1. The Big Picture 2008 Journalism, audience and advertising on the Web Anthony Moor Deputy Managing Editor/Interactive The Dallas Morning News [email_address]
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3. Web 1.0: The good old days Domain name speculation (Netscape) Search Boost A few large sites (DoubleClick) Ad Distribution Read (Britannica online) Engagement Client/Server Architecture Static (HTML) State Page (article) Unit of Content Geeks Audience Web 1.0 (1993-2003)
4. Web 2.0: The interactive Web SEO (Google) Domain name speculation (Netscape) Search Boost The entire Web (Google AdSense) A few large sites (DoubleClick) Ad Distribution Write/Contribute (Wikipedia, Flickr) Read (Britannica online) Engagement Web services (syndication) Client/Server Architecture Dynamic (XML, Ajax, RSS) Static (HTML) State Data (mashup, widget) Page (article) Unit of Content Everyone Geeks Audience Web 2.0 (2003-2010) Web 1.0 (1993-2003)
17. An audience of ‘fly bys’ Source: 2006 McKinsey survey of 2,100 US Customers
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20. Access is more important than quality Source: 2006 McKinsey survey of 2,100 US Customers
21. Info sought from newspaper.coms Source: NAA Digital Edge report, 2006 12% (Men) Financial/investment info 30% (Women, 18-54s) Lifestyle info (fashion, etc.) 30% (Men, 55+) Political coverage 46% (Men) Sports scores or information 46% National or international news 55% (Women, 18-54s) Local entertainment information 63% Weather 73% (Women higher) Local or community news 74% Breaking news 96% Any news content
48. It’s reporting with a network “ This is still about managing relationships. Reporters are naturals at that - but not usually in an online environment. A beat reporter needs to go where the people are, meet them on their own turf, or provide a space where they can be comfortable.” -- David Cohn, BeatBlogging.org