Post by Terryfic on Aug 8, 2007 13:49:21 GMT -5
The online soap has arrived, and it's broadening advertisers' horizons
by Claire Beale
news.independent.co.uk/media/article2836676.ece
Parts I found particularly interesting:
"Microsoft, Orange, Buena Vista and Procter & Gamble (Gilette, Pantene, Tampax) have all signed up to place their products into the KateModern show."
"So far so good. But what are the advertisers really getting for their money? Well, Kate's profile on Bebo has been viewed 23,000 times (at the time of writing), and counting, so people are tuning in, but that's still pretty tiny: compared with a typical Coronation Street audience (15 million on a good night), Kate's a squirt."
"Bebo says that the advertisers involved with the show are paying the "equivalent" of a high-profile TV show targeting a similar 13-24 year-old audience. I'm sceptical about that, but then I guess it depends how you define "equivalent". If it's pro-rata on the numbers of viewers and time spent watching, then maybe."
"After a few minutes' viewing, it's clear that KateModern is a slick production. Compared with the user-generated content (UGC) elsewhere on the web, this is class. Which is just as well for the advertisers involved, because a new study has found that we're getting fed up with all this UGC stuff. It's just not very good. And once the novelty has worn off, you're left with a load of juvenile stunts and dodgy editing.
Research by the interactive media consultancy Conchango and the Future Laboratory has found that nine out of 10 of us don't trust blogs, forums and all the other user-generated editorial you find all over the web."
"The survey also found that, in spite of recent phone-in/Queen-tiff scandals, the BBC is still the UK's most reliable source of information, whereas the web encyclopedia Wikipedia is only trusted by 2 per cent of us. And although 62 per cent of us go online for our fix of news, we still gravitate towards the established publishers (newspaper and magazine sites) for our information."
by Claire Beale
news.independent.co.uk/media/article2836676.ece
Parts I found particularly interesting:
"Microsoft, Orange, Buena Vista and Procter & Gamble (Gilette, Pantene, Tampax) have all signed up to place their products into the KateModern show."
"So far so good. But what are the advertisers really getting for their money? Well, Kate's profile on Bebo has been viewed 23,000 times (at the time of writing), and counting, so people are tuning in, but that's still pretty tiny: compared with a typical Coronation Street audience (15 million on a good night), Kate's a squirt."
"Bebo says that the advertisers involved with the show are paying the "equivalent" of a high-profile TV show targeting a similar 13-24 year-old audience. I'm sceptical about that, but then I guess it depends how you define "equivalent". If it's pro-rata on the numbers of viewers and time spent watching, then maybe."
"After a few minutes' viewing, it's clear that KateModern is a slick production. Compared with the user-generated content (UGC) elsewhere on the web, this is class. Which is just as well for the advertisers involved, because a new study has found that we're getting fed up with all this UGC stuff. It's just not very good. And once the novelty has worn off, you're left with a load of juvenile stunts and dodgy editing.
Research by the interactive media consultancy Conchango and the Future Laboratory has found that nine out of 10 of us don't trust blogs, forums and all the other user-generated editorial you find all over the web."
"The survey also found that, in spite of recent phone-in/Queen-tiff scandals, the BBC is still the UK's most reliable source of information, whereas the web encyclopedia Wikipedia is only trusted by 2 per cent of us. And although 62 per cent of us go online for our fix of news, we still gravitate towards the established publishers (newspaper and magazine sites) for our information."