AIMS & OBJECTIVES

This report is focused on digitalmarketing in the field of online newspaper. The purpose of this report willbe to be to analyze and comparespecific News websites within the UK.This research will also emphasize theprocess through which traffic buildingworks in in the online world.

Support the report with data that explains market size, financial context and web sector data

According to Mintel (2010) study haveshowed that Newspaper publishers aregoing through an exciting period of changeat present, with declining print circulationsbeing more than offset by growth in visits totheir websites. During the past five years,total circulations have contracted by 19.3%,while visits to all news and informationwebsites have grown by 97.8% in the sameperiod. The recession hastened this trend,as people have either cut back on theirdiscretionary spending or switched to freealternatives.

Accounting for 76% of the European onlinenews paper market in 2009, the big sixmarkets experienced single digit growthwith UK +4.6% France +1.7%, Germany+5.2%, Netherlands +1.9%, Spain +7.7%and Italy +6.5%. I-com (2009)

This report is focused on digital marketing in the field of online news paper. The purpose of this report will be to be to analyze and compare specific News websites within the UK. This research will also emphasize the process through which traffic building works in in the online world.

Technology has certainly reached a far way since the 1940’s when the first computer was created. For the 21st century the technology of laptop’s, mp3 ,smart phones and e-ready is the norm for people of today's’ society. So the way we consume information Is a lot different compared to years back. This is beneficial for online news papers seeing that news is 24/7 they can quickly report on breaking news through the use of internet. Seeing that news stories are common to have a huge in pact in a short period of time. Also people like to be informed as quick as possible and through the web this can be made easy

THE OBJECTIVE OF THE WEBSITE DESIGN AND WEBSITE GOALS

Going online created more opportunitiesfor newspapers, such as competingwith broadcast journalism in presentingbreaking news in a more timely manner.The Sun’s website purpose is to inform andkeep them up to date with latest news; thisincludes topics such as politics, TV, sports,Celebrities, etc therefore this something foreveryone. The idea of having an onlinenewspaper as well as hardback is to serve aquick, easy access to up-to-date info; thiswould make it more accessible than beforeand attract a wider range of readers. Theseare objectives of all the online newspapers.But slight difference in the content they offerand style of the websites as they aretargeting different target markets. Theguardian and The Times do offer the samecontent as the sun and the daily mail butless as they concentrate on issues oncurrent affairs such as the economy andcurrent financial affairs.

The Times is aimed at the ABC1market sectors, in other wordsthe upper class, The Times alsosells its audience to advertisers:The number one quality dailynewspaper in terms of businessreadership - The Times is read by1.8 million people – over 1.7million on a Saturday Number 1daily for business. More readersthan the FT and Daily Telegraphcombined. One in five businesspeople read The Times.86% of readers are ABC1. Theaverage income of a TimesReader is £34,000. Number 1for ABC1 adults aged 25-44Number 1 for adults earning over£50k pa Number 1 for C-SuiteExecutives

Readership view show

s an even spread, with people

age 15-65 would read the guardian m

ostly adults(m

en) with a social class of ABC1C2.

The Mail is aimed at the middlecategories, namely C1, C2 and D, ofwhom there are considerably more ofin Britain. The Mail is fairly even interms of male and female bias,although it sells well with females overthe age of 55. This is perhaps due toits combination of important news,which informs the reader, and thehuman interest stories, providing somelight relief. The female audience iscontinually targeted, through theconsistent use of female orientatedstories on page three and the use ofperspective – where many articles arewritten from a female viewpoint orangle. The advertising also adheres totheir target audience, as the mostfrequently advertised products arefrom supermarkets or are beautyproducts.

The Sun’s target audience areskilled working class/workingclass, manual workers on thelowest levels of pay. The primarytarget group for The SunNewspaper are young adults(male & female) in the 18 – 45years age bracket and in the Band C social economic class.These two classes are thelargest socio-economic class,hence the popularity of The Sunamong these groups. Thesecondary target group is of theage bracket of 45 – 70. Theyare predominantly of the ABsocial-economic classes.

The Sun uses the audience segmentation of price sensitive orientation seeing that it involves targeting customers who are mainly focused on price. This also links into the aim of the company as it orients a company toward a potentially large market segment (anyone who is price sensitive).

Unlike the rest of its competitors the Mail Online uses a whole different orientation strategy . They seek to offer customers value for their money as they don’t operate as a high end online news paper but instead a rather simply and interactive as they offers special feature such as TV&showbiz, Health, Science and travel. These special feature will been seen useful to particular users.

According to Alexa (2010) Thesun.co.uk has a three-month global traffic rank of 536, and visitors to the site spend approximately five minutes per visit to the site and 67 seconds per page view. It is located in the UK, and Thesun.co.uk has been online for more than fourteen years. The site belongs to the “Newspapers” category.

The guardian use an orientation of Quality Sensitive Orientation,unalike price sensitive orientation, it has a very broad focus. The means the company aim is to become recognized as the market leader by being perceived as the best company along with a good price basis.

The success of the Times comes with a mixture of Niche and Quality Sensitive segmentation Strategy. Unlike the Sun The times has a very broad focus. As their aims is to be recognized as the market leader on a non-price basis.They also have a narrow customer orientation. With the financial times aiming at a particular audience.

In 2010 the times newspaper became the first major premier British publication to charge for its online content. This was known as the time +. Any user can access and view limited content on the times website, but a pay wall comes up if u try accessing any further more detailed content

Timesonline.co.uk's three-month global Alexatraffic rank is 4,450. The fraction of visits to the site referred by search engines is roughly 25%. Compared with all internet users, this site's audience tends to be Caucasian; they are also disproportionately childless women under the age of 35 who have postgraduate educations and browse from work. Timesonline.co.uk has been online for more than twelve years. It is particularly popular among users in the city of London

This chart shows the audience demographic of the times. This chart illustrates that mostly school graduate would use the times, people aged 18-34 with a mixture of both male and female, with 50% not having kinds.

SEO

SEO Techniques are a set of specifictasks that would be performed by aSearch Engine OptimizationCompany, when employed by a Clientwho desires high search enginepositions to attract targeted traffic,with the intention of increasing theirconversion rates and brandawareness. All of these websitescome on the top list of Google searchwhen the “newspaper” is typed in.Other methods of access to thesewebsites are through other sites suchas BBC has links to articles of thesewebsites. Google also has link on allof these websites based on articles.

Copywriting is the use of words and ideas used to promoteones business. An example being in the 19th Novemberissue, an article on the Queen’s speech. The article was‘dubbed down’ for its readers, and this was highlighted in thelanguage used. Along the bottom they split up the differentsections of the speech (schools, crime etc) and rather thanusing terms such as ‘the environment’ or ‘eco-friendly’ theychose to use the heading ‘green’ - making it more simple fortheir readers, assuming they would not understand moreintellectual words. Contrast to this The Guardian and TheTimes website is much classier with their choice of fonts. Theheadings are Bold but not so much and in your face as theSun’s heading are. The language is much more formal andsophisticated, as The Guardian and the Times have a targetaudience of financially aware individuals with a high income.The Times content is in depth with and very precise, TheGuardian content on the other hand has a variety and abilityfor discussion and debate. It doesn’t prejudice, it merelyprints ideas and topics that may be of interest. The mailonline is somewhere in middle other websites, the samecontent and style as the sun but a little tones down. Has amuch classier font.

Copywriting

Aesthetics

motion graphics

The blue color on

text looks tacky and

chap

Each different content type going from main story to less important stories and other items, there is a clear difference between each content.

Majority of the call to action and marketing is at the bottom of the page and not at the top seeing that it is a news paper website.

The navigation is in the header of the page and is easily found. The navigation items are well categorized and along with this and each items sub-menu it makes it very easy for the user to get where they want to go and find the information they need, in keeping with the three click rule.

It is visually pleasing and recognizable layout so as it much like a news paper giving the feel of its like a news paper. The design is a lot like a fiscal news paper as people are comfortable when they use to this type of design.

It is visually pleasing and recognizable layout so as it much like a news paper giving the feel of its like a news paper.

When the user visit the site it main story is manly emphasized.

Video clips allow he website to be more interactive

Each contents is well organized and clear, yet the design are simply and fits well with each other

Like the time Majority of the Guardian call to action and marketing is at the bottom of the page and not at the top seeing that it is a news paper website

The guardian job finder. Simply select you field of work then click search and it will bring up all the available jobs within your search criteria.

User can login

Hyper link is another navigational tool. If user should click on pictures, it takes them direct to the story

When you Hoover over the an item of the main navigation bar at the top of the page you are presented with a drop down menu of the sub category of that section to make your navigation more accurate. It make it faster to find information

You can also skip stories from here and go through the them quickly, this way you can read all the headlines.

USER-CENTERED DESIGN AND USABILITY The websites all use ‘Chunk’ of

information into small, digestible piecesand organize them into some type ofschema or hierarchy that is meaningfulto the user. Even though The Times andThe Guardian use a mores words thanthe Sun, it’s precise and appropriateconsidering their target market. Theheading of the website sums up whatthe article is about which enable thereader to skim and allows the users tofind their ‘nugget’ of information’ byscanning rather than reading. Thewriting font size of the Sun Onlinenewspaper is more clear and easy toread than the other as they have used amuch smaller font size. The Time inparticular has chosen a very small fontsize and the font itself is not as clear asthe font chosen by the other onlinenewspapers. The colours used on TheSun website are very colourful, on theothers websites the colour is less due toa more formal and classy look. Visualsare used within all websites to make itmore user friendly and interesting.

• Simply, Dynamic Personalization means theweb dynamically provides the personalizedinformation to each visitor Personalizationmeans customize things, e.g. informationfor customers.

• Dynamic means doing interaction withcustomers. Dynamic Design is to usebackground processing system to track thekey words that customer used to analyzehis/her desire and then give him/her theinformation he/she actually wants or letcustomer does DIY online. How itWorks?

• For example, on Amazon website, whencustomer searches for camera, manyrelated products, e.g. camera bag, backupbattery, etc. will be showed below theproduct he/she found.

SOCIAL MEDIA HAS REALLY SKYROCKETED IN THE LAST DECADE ORSO. A STRONG INTEREST WAS SHOWNBY NOT ONLY THE PUBLIC BUTBUSINESSES AS WELL. WITH ALSOBRANDS USING THE MEDIA METHODTO PROMOTE THEIR BRAND.THE GUARDIAN HAVE TAKEN FULLADVANTAGE OF THIS BY CREATING AFACE BOOK APPS WHICH LINKDIRECTLY TO THEIR WEBSITE. FACEBOOK ALSO HELPS THE GUARDIAN TOINTERACT WITH CUSTOMERS ASUSERS ARE SHOWN THEIR FRIENDTHAT HAVE USED OR LIKED THEGUARDIAN FACE BOOK APP.

TRAFFIC BUILDING All these method that have been

emphasized earlier all contributes to the traffic building of a website. Features such as design, text, personalization and Aesthetics all contribute to the traffic building of a website as this help user to feel good when using the website and may want to return. Also a good navigation system is essential as user don’t like to take for ever to find information on sites. But the well known traditional feature features of traffic building is Seo- search engine optimization, Social Bookmarking and Forums.

CONCLUSION

Conclusion

INTEGRATION WITH MARKETING AND BUSINESS OBJECTIVES Going online created more

opportunities for newspapers,such as competingwith broadcast journalism inpresenting breaking news in amore timely manner. Onlinenewspapers are much like hard-copy newspapers and have thesame legal boundaries, such aslaws regarding libel, privacy andcopyright in the UK the DataProtection Act applies to onlinenewspapers and news pages Aswell as the PCC rules in the UKhaving an online ma

Templates should achieve:• Visually pleasing layout• Clear emphasis on different content types• Visual hierarchy showing relative importance of

different content• Priorization of marketing messages and calls to

action for each customer type• Clear navigation options to a range of content,

services and visitor engagement devices

The Sun stands out the most with chunky bold and very brief headings, most of these are very witty and informal. As well is this the general font used for general text is big compared to the other online newspapers. This makes it more clear and easy to read than the other websites. The Sun’s headlines and stories spark emotion; they are all about getting a reaction and provoking their readers. They will twist articles around in a way and blow them up, making them quite over the top. This is shown

again, by their cheeky headlines, their play on words. The main stories are quite strong in that the headline will be very big; the language used isn’t just normal/bland language it’s dramatic, and more suited to their readers, using dysphemisms – they’d use ‘knocked up’ in a headline rather than ‘expecting’ or ‘pregnant’. Recently in an article about a severely overweight dog, rather than using ‘obese’ or ‘overweight’, ‘Britain’s FATTEST Dalmatian was printed.

Copywriting

BACK GROUND INFORMATION

Support the report with data that explains market size, financial context and web sector data wherever possible (Alexa, Hitwise, New Media Age)

IT IS VISUALLY PLEASING AND RECOGNIZABLE LAYOUT SO AS IT MUCH LIKE A NEWS PAPER GIVING THE FEEL OF ITS LIKE A NEWS PAPER. THE DESIGN IS A LOT LIKE A FISCAL NEWS PAPER AS PEOPLE ARE COMFORTABLE WHEN THEY USE TO THIS TYPE OF DESIGN.

WHEN THE USER VISIT THE SITE IT MAIN STORY IS MANLY EMPHASIZED.

EACH DIFFERENT CONTENT TYPE GOING FROM MAIN STORY TO LESS IMPORTANT STORIES AND OTHER ITEMS, THERE IS A CLEAR DIFFERENCE BETWEEN EACH CONTENT.

THE DIFFERENCE BETWEEN EACH TYPE OF CONTENTS IS CLEAR THROUGH THE DIFFERENCE IN DESIGN OF EACH ITEM, YET THE DESIGN ARE SIMPLY FITS WELL WITH EACH OTHER

IN TERMS OF CONTENT HIERARCHY THE MOST IMPORTANT CONTENT (BEING THE HEADLINES) IS AT THE TOP OF THE PAGE , IN LARGE TEXT AND THIS IS THE FIRST PLACE THE USERS ATTENTION IS BROUGHT. AS WE GO DOWN THE PAGE THE CONTENT IS GENERALLY OF LOWER IMPORTANCE. THE ONLY EXCEPTION TO THIS STATEMENT WOULD BE THE NEWS TICKER ON THE LEFT OF THE MAIN HEADLINES BUT THIS IS DISTINGUISHED THROUGH USE OF A SMALLER FONT.

ON SOME WEBSITEMAJORITY OF THE CALL TO ACTION AND MARKETING IS AGAIN AT THE BOTTOM OF THE PAGE AND NOT AT THE TOP SEEING THAT IT IS A NEWS PAPER WEBSITE ND WOULD LOOK APPRIART.

THE NAVIGATION IS IN THE HEADER OF THE PAGE AND IS EASILY FOUND. THE NAVIGATION ITEMS ARE WELL CATEGORISED AND ALONG WITH THIS AND EACH ITEMS SUB-MENU IT MAKES IT VERY EASY FOR THE USER TO GET WHERE THEY WANT TO GO AND FIND THE INFORMATION THEY NEED, IN KEEPING WITH THE THREE CLICK RULE.

BACK GROUND IMFORTION

The times is the most trusted newspaper brand when it comes to news content, followed by the guardian, the daily Mirror and The sun

In their contrast, the news coverage of the tabloids is not highly regarded, being seen as sensationalist, biased, misleading and lightweight but entertaining.