The following infographic from Scout Analytics outlines the problems newspapers are facing in trying to get similar revenues from online content they once did from print content. The facts are the time spent with an actual newspaper is exponentially longer than with online news and consequently that translates into an obvious dollar per minute that is hard to deny. In radio there is a measurement called TSL, or time spent listening. Radio stations have understood for quite some time, they have to work hard to keep listeners from changing the station to be successful. TV stations have done the same with how they organize and tease shows and segments. They longer someone stays with a media, the more money that media can make.
While the infographic comes to the conclusion that online revenues will never equal the glory days of print dominance, we respectfully disagree. The winners in content distribution will be the ones who understand it is about time spent with the media. There are two ways to generate longer online experiences with media. One is to split stories into multiple pages, which for readers is very frustrating. That is a short term fix that creates a much longer term problem in that it chases readers away. The second solution and the one that will ultimately succeed is for media providers to create more compelling content and reasons for online readers to stay with their products, therefore creating the ability to generate more advertising revenue with that expanded time.
