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Panpa Bulletin : November December 2006
46 | PANPA BULLETIN November--December 2006 E MEDIA The Australian Audit Bureau's Q3 statistics released in November have shown Aus- tralia's online advertising market grew by 57.5 pc on the same period in 2005. It's the strongest show of Q3 growth since 2003. The Bureau's September 2006 Online Advertising Expenditure Report revealed expenditure of A$263m through the three categories it surveys. General advertising, which covers banner ads, sponsorships, affili- ate programs and emails -- accounted for 29.7 pc of the total spend. Actuals came to $78m --up50pc. Classifieds took up 30.8 pc ($81m -- up 50 pc), with search and directories advertising taking up 39.5 pc ($104m -- up 70.5 pc). The finance sector remains the biggest spender in the general category, with recruit- ment taking out top spot in classifieds. The project saw strong industry co-opera- tion, with the final result verified to a level of 70-75 pc. The survey respondent list takes in virtually all the big names in the business, including Fairfax Digital, News Interactive, ninemsn, Yahoo! and its affiliates and the ma- jor car sales, property and employment sites. German print giant KBA has released an electronic newsletter to supplement its corporate magazine, KBA Report. Each issue of e-Letter will be given over to a specific field of technology, helping keep read- ers up abreast with current news and advanc- es in the segment of the market it addresses. The inaugural issue, released in October, focuses on newspaper production and the company's unveiling of its compact wet offset newspaper press, the Commander CT, at IfraExpo 2006 in Amsterdam. e-Letter can be downloaded in PDF-format from www.kba-print.de. Publishers trial e-newspaper technology With traditional newspapers struggling in the face of the online incursion, MSNBC and Reuters report that big-name publishers Hearst, Pearson and Belgian financial paper De Tijd are looking at portable, flexible electronic newspapers using reflective digital screens much more read- able than backlit laptop and mobile phone screens. E-newspaper technology is much antici- pated by the industry for its ability to cut the production and delivery costs that consume 75 pc of newspaper operating costs. With trials taking place throughout 2006, the tech- nology may come on stream in 2007. The E Ink screen works by directing electric currents through a matrix of tiny black/white capsules. One of 2006's technological break- throughs for the industry snuck qui- etly on to countless news websites, making its appearance in the form of a small orange and white logo. This time a year ago, the RSS feed link was not common on news sites; now it's on the way to becoming a standard fixture. What is RSS? For those not in the know -- and it appears there are still many -- here's a quick rundown. RSS stands for sev- eral things -- Rich Site Summary, RDF Site Summary and, most commonly, Really Simple Syndication. Its major benefit is that it allows subscrib- ers to tailor the material they receive from news sites according to subject, names, key words and the like. On behalf of the subscriber, RSS uses a back-office program called an aggregator or feed reader to make regular checks on newsfeeds for items on specific subjects. It serves them up as XML files via a news reader interface. Some news readers come in standalone form, to be downloaded and installed separately from any browser. Others are web-based, accessible through an extension to standard web browsers. (A good way to look at the difference between the two kinds is in parallel to email -- think of the difference between accessing email via a program like Outlook as opposed to web- mail services like Hotmail or Gmail.) The great majority of news readers are free. You can find a list of RSS readers main- tained at DMOZ's Open Directory Project. (http://dmoz.org/Reference/Libraries/ Library_and_Information_Science/ Technical_Services/Cataloguing/Metadata/ RDF/Applications/RSS/News_Readers/) Another advantage to RSS is that it bypasses the web page update schedule for the organisation you're subscribing to. It updates automatically as soon as the feed comes through, regardless of whether it's been incorporated into the web material. In cohorts with similar-but-different tech- nologies like Google Trends and BlogPulse, RSS will undoubtedly have a profound im- pact on public relations and issues manage- ment strategies, in that they give practition- ers new and accurate ways -- quantitative, at least -- of measuring the strength and significance their messages achieve, and the movements they effect. And it provides media organisations with yet another way of gauging what's hot and what's not. Since the dawn of newspapers, the tip-off has been the source of many a scoop. Now, in the era of citizen journalism that's seen independent blog- gers like Matt Drudge and thesmokinggun. com break story after story, the big media outlets have all co-opted web and mobile platforms to collect morsels from the pub- lic that might make for the story of the year. According to Asiamedia, Singaporeans are particularly vigilant, with the Straits Times getting about 3,000 such tip-offs a year. That's why in June the paper installed 1800-777-5557 its new toll-free number for telephone tip-offs. The number ties in with 75557, the access number for Stomp, the paper's highly successful multimedia contribution server. Already geared to take text messages and MMS photos or videos, Stomp has been expanded to take tip-offs. RSS puts a media monitor in every box RSS allows subscribers to tailor the news they receive according to subject, names, key words and the like Aust: online advertising up 57 pc KBA announces electronic newsletter Singapore: Straits Times broadens tip-o channels