Originally published January 22 2006
Cable television sites dominate online news market
by Mike Adams, the Health Ranger, NaturalNews Editor
Websites like MSNBC.com and Yahoo dominate the online news market, leaving local news organizations to struggle to gain readers. About 30 percent of online consumers use cable TV news sites.
Cable television and portal Web sites -- such as MSNBC.com and Yahoo -- are positioned to dominate the online news market as local news organizations continue to struggle with how to attract new readers, JupiterResearch said in a study.
Indeed, emerging as the top online contenders for the national and international news market are Yahoo and MSNBC.com, JupiterResearch said.
Some 30 percent of online consumers turn to cable TV news sites for their national and international news -- versus 29 percent for print newspapers, a recent JupiterReseach survey said.
"The cable news networks have found an online audience," said JupiterResearch media analyst Barry Parr, a former manager of online content for the San Jose Mercury News.
"That's a big thing, because it doesn't just affect the local newspaper's Web site.
JupiterResearch estimates the local online advertising market in 2006 will reach $3.7 billion, up from $3.2 billion this year.
About 72 percent of the market in 2005 consisted of local classifieds, a market where local newspapers are seeing significant competition from national online sites such as Craigslist, eBay, Monster.com, AutoTrader and CareerBuilder.
Some of these sites give away classified advertising to provide content for display advertising.
Local newspapers know they must remake themselves, but few have figured what that means or how to do it, Parr said.
He suggested that local online news sites should offer tools such as real simple syndication (RSS) to push related content to the reader, and blogs that can create a sense of community.
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