Media Money
- Facebook's COO Sheryl Sandberg to Harvard Grads: ‘Can You Click On an Ad or Two’
- NCTA Trends: Mobile video, Watch ESPN and TV Everywhere
- Discovery CEO David Zaslav on OWN, Global Growth & Netflix Impact
- National Cable Show: Cloud, Wifi, TV Everywhere Loom Large
- Facebook: Hacking All Night to an IPO
- Why Facebook Is Celebrating Its IPO With a Hackathon
- Inside Facebook's Money Machine
- Sheryl Sandberg: Facebook's Billion-Dollar Woman
- Diablo III Launch Breaks Records and Servers
- Privacy in Focus Ahead of Facebook IPO
More Videos
- Facebook's COO Sheryl Sandberg to Harvard Grads: ‘Can You Click On an Ad or Two’
- NCTA Trends: Mobile video, Watch ESPN and TV Everywhere
- Discovery CEO David Zaslav on OWN, Global Growth & Netflix Impact
- National Cable Show: Cloud, Wifi, TV Everywhere Loom Large
- Facebook: Hacking All Night to an IPO
- Why Facebook Is Celebrating Its IPO With a Hackathon
- Inside Facebook's Money Machine
- Sheryl Sandberg: Facebook's Billion-Dollar Woman
- Diablo III Launch Breaks Records and Servers
- Privacy in Focus Ahead of Facebook IPO
RSS FEED
MOST SHARED
- Marc Faber: 100% Chance of Global Recession
- Zero China Growth Is ‘Probable’: Gordon Chang
- Citigroup Lost $20 Million on Facebook IPO Trades
- What College Tuition Will Look Like in 18 Years
- China Growth Risks Signal Need for Fiscal Action
- Romney Leads Poll Of Small Business Owners
- 5 Spots Where the Dollar Buys a Great Vacation
- How to Trade on the Jobs Report
- A New Look at the ‘New Poor’
- Six Pack: Beer Buzz of the Week
- Greek Exit Could Trigger 50% Fall in Euro Stocks: Analyst
- Under Pressure, FHA Skews to Wealthier Home Buyers
- Big Stock Upside for Hudson City Deal: Analyst
- 5 High-Yield Stocks Ready to Boost Dividends
- Yoshikami: Four Things You Need to Know About Gold Now
- Steinbock: The Euro Zone Endgame Begins
- Option Bulls Take Another Shot on Idenix
- Citigroup Lost $20 Million on Facebook IPO Trades
- Sticker Shock: What College Is Likely to Cost in 18 Years
- JPMorgan to Shake Up Risk Team After Big Loss: Report
- Icahn Raises Stake in Chesapeake, Wants Board Seats
- Marc Faber: Chance of Global Recession Is Now 100%
- Week Ahead: Europe Has Wall Street Bull on Short Leash
- What Happened to Stocks? Most Unloved in 50 Years
- Cool Jobs: From Gold Stacker to Bed Tester
- Many Greeks Moved Their Money Abroad Long Ago
Newspapers Look To Digital Billboards For Better Revenues
Text Size 
Correspondent
Needless to say, the newspaper business is struggling with declining ad revenues and circulation. Just look at the stock charts for the New York Times Company [NYT
Loading...
()
] or Gannett [GCI
Loading...
()
] . The big challenge for all these companies--including Tribune, now controlled by billionaire Sam Zell and Dow Jones, now owned by the Wall Street Journal--is growing the business of newspapers online sites, which currently generate just seven to eight percent of the industry's revenues.
Now the LA Times, part of the Tribune Company[TXA
Loading...
()
] , is taking a new tack: putting its headlines up all over town. The paper is putting ads with story headlines and photos on 10 Clear Channel [CCU
Loading...
()
] digital billboards around the city. The ads, which flash onto the big board about once a minute for eight seconds at a time, are constantly updated- reporting the news in real time.
The paper's marketing and editorial teams meet to decide what headlines will best attract a casual reader of the paper to latimes.com as soon as they get to work, or to stop by a newsstand. Someone in the LA Times marketing office plugs in a headline and seconds later it pops up on the billboards all over town.
The theory is these real-time, dynamic ads will show people that the LATimes isn't just a newspaper, it's a 24-7 multi-media company. So far it seems to be working. The ads first launched about two weeks ago, timed to the Oscars, and traffic on latimes.com has been at a record high. We commuters may be seeing many more of these headlines on billboards pretty soon. After ten weeks the LATimes and Clear Channel will evaluate the success of the program to figure out if they should roll out more.
Questions? Comments?
Data is a real-time snapshot *Data is delayed at least 15 minutes
