This is to me the most important questions, my new analysis raises: We as a society needs someone who on an ongoing basis scans the radar for poor functioning, mal-conduct and fraud in government and business, and sees to it that matters are digged into, holding those in charge responsible.
The bloggers, the Google-news and Digg aggregators or the Wikileaks won’t be able to keep up the work by themselves. They’re great vehicles for findings, revealings and transparancy. But they’re endangered by their voluntary character: things only gets uncovered if we’re lucky enough to have a dedicated, well-formulated and -connected man on the scene of crime. And the voluntary setup is to often much to fragile in terms of ressources to keep on digging, when things gets complex.
A few established media will be able to keep up the work – particularly niche-sites with long-tail potentials (which will only give us exactly this: niche-coverage of niche-subjects).
Most established media won’t. there’s simply not enough money for high-cost news production in a world where established media will have to fight the googles, facebooks and craigslists of this planet in the battle for the advertising dollar.
This is what I document in my latest report: that an average article in established Danish online media only makes $188 in advertising revenues. When the rent, the servers, the sales staff are all paid, not much is left for journalism. Read on:
Internet beat both daily newspaper, tv and radio as advertising medium in Denmark in 2008. With revenues of euro 392,7 million, Internet cut out a 21 percent-slice of the total Danish adspend-pie of euro 1,9 billion.
Daily newspapers accounted for 19 percent, weekly local and regional newspapers for 18 percent, TV for 17 percent, weekly for 13 percent. Outdoor, Radio and Cinema accounts for 4, 2 and 1 percent.
These are the key conclusions from the Reklameforbrugsundersøgelsen 2008, the official Danish adspend statistics. You’ll be able to find the figures at Dansk oplagskontrols website, when they eventually are uploaded.
The euro 392,7 billion internet advertising revenues are parted into Display advertising (euro 123,3 mio), Search (euro 105,8 mio), Classifieds (euro 144,6 mio) and Permission marketing (euro 18,3 million). This breakdown is availble in the newly released FDIM ad ex study 2008 (summary in English at page 22).
In 2007 TV and internet adspend cut out each their 17 percent slice of the total ad-pie. With a 39 % growth internet in this way reached 2,502 billion dkk bringing it a pair with TV, growing by only 2 percent, and totalling 2,516 billion dkk.
Print media is still the favourite of Danish advertisers. Daily newspapers alone accounted for 22 percent of total adspend (3,2 billion dkk), whereas regional and local weekly papers with total revenues of 2,7 billin dkk took out it’s 19 % adspend-pie-slice.
In a scandinavian perspective the Sweedish and Norwegian online adspend reach respectively 17 and 11 percent of their national adspend-pies.
These are some of the key conclusions from the Reklameforbrugsundersøgelsen 2007, the official Danish adspend statistics, which is going to hit the streets in a few days (apparently something went wrong in the printing process, forcing a minor delay) You’ll be able to find the figures at Dansk oplagskontrols website lateon. Meanwhile click here for an excel spreadsheet with my own notes from teh reklameforbrugsundersøgelsen 2007 presentation.
This afternoon the results were presented at Copenhagen Business School. I attended:-)
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