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    4 Minute Roundup: Hard News Pays More than Celeb Stories?

    by Mark Glaser
    October 22, 2010
    Perfect Market's Sheigh Crabtree explains why her company's research shows that hard news stories can bring more ad revenues than celeb news


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    4MR is sponsored by Carnegie-Knight News21, an alliance of 12 journalism schools in which top students tell complex stories in inventive ways. See tips for spurring innovation and digital learning at Learn.News21.com.

    In this week’s 4MR podcast I look at new research from Perfect Market that shows news sites earning more “revenues per thousand page views” (RPM) for serious stories about immigration and Social Security than stories about Lindsay Lohan. Is this finally proof that hard-hitting journalism will pay off online? I talked with Perfect Market exec Sheigh Crabtree to learn more about the study and how Perfect Market helps publishers get more value out of their archives.

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    Check it out:

    4mrbareaudio102210.mp3

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    Listen to my entire interview with Sheigh Crabtree:

    crabtree full.mp3

    Background music is “What the World Needs” by the The Ukelele Hipster Kings via PodSafe Music Network.

    Here’s the findings on RPM from Perfect Market:

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    Here are some links to related sites and stories mentioned in the podcast:

    Traffic Bait Doesn’t Bring Ad Clicks at NY Times

    The 10 Most Valuable News Topics Of Summer 2010 at Business Insider

    Hard news brings in more revenue than celebrity news, according to Perfect Market at Editors Weblog

    Quality journalism translates into higher CPMs at Marketing Vox

    Hard News Pays Better Than Fluff — or Does It? at GigaOm

    Celebs Are Loud, But Hard News Pays at CJR

    Perfect Market’s Vault Index Summer 2010 at the Perfect Market blog

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    Mark Glaser is executive editor of MediaShift and Idea Lab. He also writes the bi-weekly OPA Intelligence Report email newsletter for the Online Publishers Association. He lives in San Francisco with his son Julian. You can follow him on Twitter @mediatwit.


    i-59e41f7d887bee107a310677b0f93a1e-news21 small.jpg

    4MR is sponsored by Carnegie-Knight News21, an alliance of 12 journalism schools in which top students tell complex stories in inventive ways. See tips for spurring innovation and digital learning at Learn.News21.com.

    Tagged: archives celebrity lindsay lohan perfect market research seo sheigh crabtree

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