Newspapers exploit Web 2.0 services to expand reach

A recent report from The Bivings Group indicates that more newspaper websites are drawing readers from the "extras" they offer - blogs, story comments, video and RSS feeds - than from the simple copy offered in print form.

by Kristina Knight

"American Newspapers and the Internet: Threat or Opportunity" looks at the different ways newspapers are expanding their reach online.

"The Internet presents newspapers with a unique opportunity to make up for lost circulation and readership," wrote Erin Teeling on The Bivings Report, a blog by the Bivings group.

According to the report, video is the leading change, with about 92% of newspaper websites offering video to their online readers. In 2006 only about 60% of newspapers offered video.

In addition to video, newspapers are offering original content for their online readers. They are offering reporter blogs (95%), allow comments on articles (67%) and requiring users to register before they can access the new features (29%).

For advertisers, these new offerings are a huge benefit, especially RSS feed offers, which are being utilized by about 93 different newspapers. Not only do RSS feeds update but marketers have the potential to embed ads within feeds to reach consumers. Having users register will also give newspapers targeting information - user age groups, income brackets, location and other demographics - that will assist marketers with better targeting the ads.