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UK startup Clippet targets millennials with audio news to go


Clippet News has emerged as the U.K.’s first serious contender offering on-demand, audio news for young mobile audiences.

The London-based startup was launched in September and comes with an impressive pedigree: James MacLeod, grandson of Rupert Murdoch, is a co-founder. Each day Clippet offers a selection of 10 news stories digested into one-minute audio clips. It is an interesting twist on the current vogue for daily news digests, such as Yahoo News Digest, NYT Now and others.

The further, perhaps inevitable, twist: Clippet is going after millennials. Its team of six journalists are all under the age of 28. Young, often regional newscasters stand in contrast to the typical tone of British radio news bulletins. Eventually, it’s planning to pursue content syndication and sponsorship deals to turn a profit.


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The top demographic trends for every major social network

Business Insider

The demographics of who’s on what social network are shifting — older social networks are reaching maturity, while newer social messaging apps are gaining younger users fast.

In a report from BI Intelligence, we unpack data from over a dozen sources to understand how social media demographics are still shifting.

Purchase the full report >>

Here are a few of the key takeaways from the BI Intelligence report:

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Google, Facebook Top Smartphone Audience Rankings


Google ranked as the top smartphone property in March, with 94 million unique visitors — representing 97% reach of the U.S. mobile audience, according to new data from comScore. Facebook was second across both the mobile Web and apps, with 78 million monthly visitors, followed by Yahoo (66 million), Amazon (44 million) and Wikipedia (39 million). Other top properties included eBay, The Weather Channel, Rovio (“Angry Birds”) and ESPN.

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2012 Industry Predictions: The Death of Audience Buying?


What are some changes that will shape 2012 in ad tech?
DMPs will be embraced as the future of digital media – relying solely on third-party data providers will no longer be viable. Agencies creating differentiated positions for their clients with propriety and unique views of data will pull away from competitors. Agencies and trading desks that do not control technology will further cede strategic leadership to industry players that do. Ad Network consolidation will accelerate with premium publishers withdrawing inventory out of the market, DSP commoditization and the formation of the Summit (AOL, Microsoft and Yahoo). — Brian Lesser, CEO of Xaxis
For more predictions click here

Mobile Social Networking Booms

Marketing Charts

A total 72.2 million Americans accessed social networking sites or blogs on their mobile device in August 2011, an increase of 37% from 52.7 million in the past year, according to comScore Mobile Metrix data released in October 2011. Nearly 40 million US mobile users, more than half of the mobile social media audience, accessed these sites almost every day, a 58% year-over-year jump from almost 25.3 million.

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B2b media hope to connect with mobile, social plans


Following their audience, their marketer clients and, of course, the money, b2b media companies have introduced a number of initiatives incorporating mobile media and social networking over the past month.

“It’s part of the new imperative that publishers have to cover a spectrum of channels, devices and locations to satisfy how their audience consumes information,” said Chuck Richard, VP-lead analyst at Outsell Inc.

“There’s a wide-open canvas,” said Charles Lee, senior VP-strategic programs and custom solutions at IDG Strategic Marketing Solutions, describing the opportunities he sees for media companies in social and mobile. Read more

Content Is Not King


I am not looking to be provocative but I am sick to death of “Content is King” accepted as fact. I beg to differ; I believe that the Audience is King. So much so, that people will bring their content to your audience for a share of the money your audience is worth.

When we buy ads on a particular type of content, we do so to find an audience we have decided (through research or less scientific means) we wish to target. Content is a means to an end, helping us find audiences to market to.

Although social media has certainly made this relationship between content and audience clearer, on the Internet this has long been the case. We have had webmail and other “applications” on the web virtually forever. They are not content, but they have audiences and people have paid to advertise on them since the beginning of web marketing. Read more

Effective Audience Targeting Leads to Bigger Display Budgets


Agencies, advertisers win additional display budget based on audience targeting effectiveness, reach

In the early days of online display advertising, marketers equated a target audience with the demographic of a selected premium site placement. But in today’s data- and technology-driven world, display advertisers can supplement and even substitute standard premium buys with audience targeting.

With audience targeting, advertisers tap into a wealth of first-hand and third-party data, including demographic, geographic or behavioral audience information to identify potential audiences or retarget previous site visitors. Read more

Creating one-to-one relationships

Media Business, 4/29/11

Audience developers’ relationship with consumers is changing. Because media companies have an ever-increasing amount of information about customers available to them, a more one-to-one relationship can be established.

“The world is now one of instant gratification, and information is readily available from many sources. You want that customer to feel that they are your BFF,” said Jo Ann Binz, circulation-audience development manager at Quality Circulation Services.

Kim Clothier, director of audience development at FMA Communications, said she is trying to make that relationship stronger every day. “If our customer can’t get what they want, how they want it from us, they’ll go find it somewhere else. It really is that simple,” she said.

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Twitter’s U.S. Growth Is Stalling

TechCrunch, 12/14/10

In 2010, Twitter became a truly global phenomenon with 25 billion tweets, some of them quite powerful. But most of its growth came form overseas. If you look at a comScore chart of U.S. visitors to Twitter.com (see above), it looks like Twitter’s growth in the U.S. is stalling. In November, Twitter.com drew an estimated 24 million unique visitors, down from 25.1 million in October. Unique visitors are still up 24 percent from a year ago, but there has been zero growth since July.

Globally, however, Twitter.com attracted an estimated 104.6 million visitors in October (the month with the most recent data), up 79.4 percent from the year before and still growing at a steady clip month-over-month. These numbers are not the same as total users, which Twitter counts at 175 million (not all users go to Twitter.com, many use desktop or mobile clients, but the comScore numbers are a good proxy for Twitter’s overall health). Another way to look at it is in the year that Twitter.com’s overall audience grew by 46 million people across the world, only about 6 million of those new visitors came from the U.S.

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