Nieman Foundation at Harvard
HOME
          
LATEST STORY
Media change deniers: Why debates around news need a better evidence base — and how we can get one
ABOUT                    SUBSCRIBE
June 27, 2012, 6:37 p.m.
Business Models
LINK: www.adweek.com  ➚   |   Posted by: Adrienne LaFrance   |   June 27, 2012

The advertising industry has struggled to get eyeballs on their Internet ads, and it’s a problem that affects news organizations that need ad dollars to survive. Now Talking Points Memo has rolled out new “conversation ads” that enable readers to interact directly with advertisers. The idea is to train readers to engage with ads in the ways they engage with news content. The ad that’s running on TPM now is for nuclear energy company Areva. Beneath it, there’s a window and a prompt: “Let us answer your questions.”

Adweek’s Charlie Warzel wrote about these new ads, some of which are geotargeted. Areva’s only running in Washington, D.C., but TPM deputy publisher Callie Schweitzer told me that ads for Current, Bill Maher, and Microsoft TAP have run all over.

As Warzel points out, the “conversation ad” is technically new but based on long-kicked-around ideas. And it may be a good sign that advertisers are finding ways to innovate as the news and advertising industries continue to shift online. Warzel quotes TPM publisher Josh Marshall:

“I think when it actually comes down to it, a lot of agencies and advertisers kind of pull back — not because they’re afraid, but they get comfortable in the way they’ve done it,” Marshall said.

Show tags Show comments / Leave a comment
 
Join the 45,000 who get the freshest future-of-journalism news in our daily email.
Media change deniers: Why debates around news need a better evidence base — and how we can get one
“If we let media change deniers drive the conversation, the result will be dumber journalism, less-informed public debate, and ineffective and counterproductive public policy. Even if what they say sometimes ‘feels right.'”
Who’s creating the top Facebook videos? “Not people you’ve necessarily heard of”
Babies and puppies continue to rule the day, and only 2% of the most engaged Facebook videos were posted by traditional publishers.
Vox’s new Netflix series is really good, but it doesn’t get us any closer to figuring out what news on streaming platforms looks like
The real revolution in video news will be when someone, someday, figures out a way to make timely, high-quality, democratically useful news work natively on a streaming platform.