Online stories are read more deeply than print stories, according to a tracking study by Poynter quoted by Steve Rubel.
John Battelle speculates that with Doubleclick rumoured to be a Microsoft target, Google will be forced to develop its own 3rd party ad solution.
PaidContent.org follows up on its story about Doubleclick and its possible new life as a subsidiary of Microsoft. AOL and other media partners, it points out, citing ClickZ “would be loathe to let the company access user data flowing through DoubleClick’s DART ad serving system, and which compete directly with Microsoft’s MSN for ad dollars.”
The world’s top magazines like the Economist, Time and Newsweek are not seeing increasing online audiences erode their circulations, the PPA reports. Quoting the European Media and Marketing Survey, found that an increasing number of high earners tended to go first to the internet for news, but their buying habits were unaffected.
Is ad network Doubleclick about to be sold to Microsoft for $2bn? PaidContent.org reports that the WSJ thinks its a possibility. Doubleclick is owed by San Francisco based private equity firm Hellman & Friedman who bought it in 2005 for $1.2bn. Other possibilities are an IPO or a sale to another private equity firm or internet company like Barry Diller’s IAC.
Andy Black of Convera writes about the possibilities for vertical search to unseat Google, on netimperative.com. He says adding targeted social networks alongside custom vertical search could attack Google’s achilles heel – its broad, horizontal appeal.
Some interesting pieces by Jeff Jarvis, first thinking about optimism and pessimism in the world of modern journalism and then on the thorny issue of outsourcing and modern newsrooms. Interesting and thought-provoking stuff.