Passend zum vorherigen Eintrag hier einige Zitate von Jim Brady («washingtonpost.com») und Joel Suchermann («USA Today») aus einem eben erst entdeckten «Editors Weblog»-Interview zum Einsatz von Widgets bei Zeitungswebsites:
- Why are newspapers delving into ‘widget campaigns’? How do widgets fit in newspaper’s strategy?
Sucherman: On one hand, our readers have a great affinity for the brand name. There’s something powerful about being able to take that where you want to. On the other hand, we increasingly need to reach readers outside of our own walls. In other words, we must put content where there are people and we need to be where the eyeballs are. […]
Brady: Widgets are about disaggregating content on the website. We’re trying to adapt to the ways people use the Web, by getting our content on sites that might drive readers to us. It’s just acknowledging that we have to put a lot of fishing hooks out there to drive readers, because more and more people are trying to create their own experience on the Web. If a newspaper tries to catch all of its readers by merely developing its homepage, chances are it’s going to be a lonely experience.
How can widgets be monetized at this point? Or is brand name exposure the main reason to develop widgets so far?
Sucherman: We do have an advertising strategy and we’re working with Newsgator to develop a model. But revenue is not a primary drive. The first goal is to get more eyeballs and our brand name around. We’ll be tracking how people use widgets. […]
Brady: We sell sponsorships to advertisers, who can either buy into one widget or the whole package. Advertisers can be interested either because they can target a specific area of content interest, or simply because they like buying into ‘what’s new and what’s cool.’ The first step with these new technologies is to simply get your foot through the door, rather than trying to make money. Considering widgets have low overhead, any revenue they generate is good in itself.
- Liste der «USA Today»-Widgets
- Liste der «washingtonpost.com»-Widgets
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- Deportalisierung
- Go outside the walls!
- Aufschnüren und remixen
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