For Consumer Product Strategy Professionals

European Paid Content And Online Activity Forecast, 2009 To 2014

Two-Thirds Of European Internet Users Will Be Watching Online Video By 2014

by Nick Thomas, October 8, 2009

Western European Internet users have embraced the Web as a place to read news, play games, listen to music, and, especially, watch video. Consumption of all these will continue to rise, but most users of most content will not pay for it directly. Monetization . . .

For Marketing Leadership Professionals

The Right Media Mix To Reach UK Moms

by Mary Beth Kemp, August 5, 2009

Moms, as influential household decision-makers, have always been desirable targets for many advertisers. Yet, they're not that easy to reach. They do favor television in their spare time but also tend to demonstrate rather complex media behaviors. To . . .

For Marketing Leadership Professionals

What The Media Meltdown Means For Marketing

by David Card, July 21, 2009

The recession has accelerated systemic changes in the media landscape: Audiences are fragmenting, taking more control, and seeking inexpensive — or free — alternatives. Combined, print and television will lose almost $17 billion in US ad spending in 2008 . . .

For Consumer Product Strategy Professionals

The Recession's Impact On US Media Consumers

by Sarah Rotman Epps, July 8, 2009

Eighteen months into the US recession, consumers are feeling the pain. They're cutting back on certain forms of media and entertainment, such as buying music CDs, DVDs, and magazines from a store or kiosk. But other forms of media show stability: For . . .

For Consumer Product Strategy Professionals

Evaluating Online News Sites Using The Forrester Content Strategy Review

by Nick Thomas, June 2, 2009

The newspaper business is in big trouble. Declining print circulation is compounded by lower-than-expected growth in online ad revenues, despite the popularity of news with online users. Publishers must resist simply building a pay wall around expensive . . .

For Consumer Product Strategy Professionals

All Media Fans Are Not Created Equal

by Sonal Gandhi, May 20, 2009

US fans of music, TV, newspapers, and books have different propensities for media consumption — some of which can be explained by their demographic characteristics. Music fans, for instance, are young digital pioneers, while TV fans more closely reflect . . .

For Consumer Product Strategy Professionals

How Digital Consumption Is Reinventing The Media Industry

How The Forrester Content Strategy Review Can Help

by Nick Thomas, May 1, 2009

The media industry is in the middle of a revolution, and it's tough out there. As content and consumption become increasingly digital, old business models based on tightly controlling the distribution of premium content are no longer relevant. As we shift . . .

For Consumer Market Research Professionals

Segmenting Consumers By Technology Preference

Updated Data Profiles Of Forrester's Technographics Segments

by Jacqueline Anderson, April 20, 2009

When budgets tighten, researchers need to get creative. One cost-effective way to gain valuable consumer insights without bursting the research budget is to use a syndicated segmentation scheme. Ensuring that the segmentation aligns with internal needs . . .

For Consumer Product Strategy Professionals

Who Pays For Online Content?

Soft Ad Revenues Make Publishers Look Twice At Content-Buying Consumers

by Sarah Rotman Epps, March 9, 2009

As the economy continues to slide into recession, advertisers are curbing spend in all channels, including online: Publishers like AOL, Yahoo!, and the New York Times Company reported a decrease in online advertising revenues in Q4 2008, although year-on-year . . .

For Consumer Market Research Professionals

French Digital Consumers And Their Increasing Adoption Of Online Activities

Online Users Mature, But Adoption Of Online Activities Shows No Signs Of Leveling Off

by Mark Mulligan, March 9, 2009

Young male users no longer dominate the French online audience; the majority of French online users are now female. However, French online activity adoption continues to accelerate even as the audience broadens beyond typically more active early adopters. . . .

For Consumer Product Strategy Professionals

Defending Local Entertainment Coverage

Local Franchises Have Strategic Advantages Over National Competitors

by Barry Parr, February 5, 2009

Events and entertainment are a strategic business for local media properties online. Local entertainment is under threat from national providers that can spread the necessary software development costs across a national audience and that have strong relationships . . .

For Customer Experience Professionals

Customer Experience Best Practices From 2008 Finance And Consumer Marketing Forums EMEA

by Jonathan Browne, February 3, 2009

In November 2008, Forrester held concurrent forums in London for consumer marketing and financial services professionals. Leading companies and their design agencies offered insight into their best customer experience practices. Mike Thompson of Barclays . . .

For Customer Experience Professionals

UK Newspaper Web Site Design, 2008

by Marta Baigorri, January 29, 2009

As part of a larger analysis of 12 firms across four industries, Forrester applied its Web Site Review methodology to the Web sites of the UK's top three newspapers: The Times, The Guardian, and Telegraph. As an industry, newspapers came in second of . . .

For eBusiness & Channel Strategy Professionals

Is Hyperlocal Hype Or Happening?

What US Online Consumers Want From "Local" Media

by Sarah Rotman Epps, Elizabeth Stark, January 27, 2009

Will going "hyperlocal"— serving the information needs of local neighborhoods or communities —offer a viable future for media companies online? That's a question many seek to answer as local TV and radio stations, newspapers, and telecom providers, as . . .

For eBusiness & Channel Strategy Professionals

Fidelity Becomes An Online Financial Content Publisher

Personal Finance News And Commentary Dominate Redesigned Home Page

by Bill Doyle, December 31, 2008

Fidelity Investments is launching a new home page more akin to Yahoo! Finance or SmartMoney.com than to any other financial services firm's home page. Fidelity.com will feature hundreds of news stories daily, commentary from independent financial columnists, . . .

For Interactive Marketing Professionals

Houston Chronicle's Chron.com Uses Yahoo!'s Network to Increase Inventory and Target Ads

by Barry Parr, December 24, 2008

Chron.com is the Web site of the Houston Chronicle, which is owned by the Hearst Corporation. Yahoo! Newspaper Consortium allows newspapers that have installed Yahoo!'s ad server to use Yahoo!'s behavioral information to improve targeting of advertising . . .

For Consumer Product Strategy Professionals

Agence France-Presse Provides Tools to Build Mobile Audiences

by Thomas Husson, December 18, 2008

Agence France-Presse (AFP) is a global news network that has been expanding its online digital strategy in the mobile space since 2005.

For Consumer Product Strategy Professionals

Aggregation

How Branded News Can Beat the Web 2.0 Competition

by Barry Parr, December 11, 2008

Yahoo! has the leading news site online, and Web 2.0 competitors like Digg and the social networks appear as threats for branded news sites.

For eBusiness & Channel Strategy Professionals

US B2C Online Paid Content: Five-Year Forecast

Experiential Games Have Currency, But TV And News Want To Be Free

by Sarah Rotman Epps, Mark Best, December 3, 2008

Since Forrester last published its online paid content forecast in 2006, the world has radically changed. The definition of "online" has expanded. Once defined narrowly as the PC browser-accessed Web, being "online" can now take place on your commute . . .

For eBusiness & Channel Strategy Professionals

Print Magazine And Newspaper Subscribers Plan Cutbacks In The Year Ahead

Consumer Publications Will Suffer More Than Business Publications

by Sarah Rotman Epps, December 2, 2008

The economic downturn is causing consumers to cut back even on small expenditures like print magazine and newspaper subscriptions. Forrester's data suggests that magazines will feel the pain more than newspapers and that consumer publications will suffer . . .

For Consumer Product Strategy Professionals

Mobile News

Reaching Younger Users with Useful Information

by Barry Parr, November 22, 2008

Mobile continues to be the platform of the future for news media. News organizations recognize that mobile is an ideal context for the delivery of news, but implementation remains expensive and the path to profitability is uncertain. What should their . . .

For Consumer Product Strategy Professionals

News and Search

Increasing Search Engine Traffic

by Barry Parr, November 7, 2008

The average online news site receives 16 percent of its traffic from search, and search has become a starting point for many Web users. Web news sites must understand how search affects their traffic if they are going to reach consumers who are looking . . .

For eBusiness & Channel Strategy Professionals

How Social Media Disrupts Online Classifieds

Employment Classifieds Illustrate The Industry's New Paradigm

by Sarah Rotman Epps, November 3, 2008

Classifieds have already been through a radical transformation from print to digital, and now the industry is experiencing further disruption from social applications like ratings and reviews, wikis, and social networks. The online recruitment sector . . .

For Customer Experience Professionals

Web Site Typography That Builds Brands

by Ron Rogowski, October 29, 2008

How firms present their text-based content to consumers on Web sites makes a statement about brand. To successfully build brand, Web site typography needs to be legible and to consistently reinforce key brand attributes in a manner consistent with other . . .

For Consumer Market Research Professionals

The Herd Effect And The Influence Of Technology On Consumer Behavior In A Crisis

by Reineke Reitsma, October 24, 2008

There have been tough economic times before, but those were in a different era. In the 1980s, consumers only received information via television and newspapers, which meant a certain delay in getting the news and then being able to react to it. Consumers . . .