ReutersNewspapers are are experimenting with social tools to source and share information and also to create and cultivate an active community that connects the media property to various micro communities. Unfortunately, for many, experimentation through socialization doesn't necessarily provide a newspaper bailout (#newspaperbailout) plan. Like in anything related to the Social Web, an outbound, community-focused champion or team of evangelists, in addition to a more social platform, is required to simply compete.
Key findings include:
Research shows that the number of newspaper websites allowing users to comment on articles has more than doubled in the last year. Seventy five percent of newspapers now accept article comments in some form, compared to 33 percent in 2007.
Seventy six percent of newspapers offered a Most Popular view of content in some form (Most Emailed, Most Blogged, Most Commented, etc.). This compares to 51 percent in 2007 and 33 percent in 2006.
Every newspaper the study examined featured some sort of online advertising. Indeed, 100% of newspapers provided some form of contextual advertising, such as Google Adwords. Forty-three percent of newspaper websites used interstitial advertising.
The number of websites requiring registration to view most content (free or paid) has decreased from 2007. Now only 11 percent of websites require registration to view full articles, compared to 29 percent in 2007 and 23 in 2006.
The full study is available for
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