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pay-per-day model Other shorts: A fifth of social network ads are local Jul 14, 2009 South Texas paper tests pay-per-day model The Wall Street Journal. The New York Times. The Valley Morning Star? The South Texas newspaper, owned by Freedom Communications, will begin charging its readers a subscription fee for online content tomorrow, joining a select group of publications that have done so, with mixed results, over the past decade. The 25,000 circulation paper will remain free online for print subscribers, but non-subscribers must pay either 75 cents per day or $3.95 per month. Sunday subscribers will be charged $3.56 per month for weekday access. The Harlingen, Texas, paper is the first in the Freedom Communications chain to move to a paid content model, but it will not be the last. Valley Star’s publisher, Tyler Patton, says in an article on the site that other papers will adopt the model going forward as well. Freedom is one of several newspaper chains looking to generate more revenue and protect its information by moving articles behind a pay wall at a time when print newspaper ad revenue is plunging. The New York Times Co., which scratched a model charging for online access two years ago, is reportedly testing interest in another paid model, while News Corp., whose WSJ.com has long been paid, will begin walling off other sites later this year. Borrell: A fifth of social network ads are local Social networks may be having trouble monetizing their increasing traffic, but they’re not scaring off local advertisers. A new report from Borrell Associates, the Williamsburg, Va.-based research firm, finds that 20 percent of U.S. social network spending in 2009 will be local, above what the company had expected to find. That represents $641 million out of $3.26 billion across 118 social networking sites. The biggest single local advertising recipient is Facebook, at $229 million, though the fast-growing site ranks just fourth overall in total revenue, behind MySpace, hi5 and Flickr. Just 26.6 percent of MySpace’s revenue comes from local ads, or about $133.6 million, ranking fourth. Other sites in the top five for local revenue were Last.fm, myYearbook and Friendster. EMarketer recently lowered its outlook for social network advertising in 2009, citing MySpace’s woes and advertisers’ longstanding concern over the unpredictability of the networks’ content. Programming notes: Animation returns to FX After a decade, FX is giving animation another go. The cable network has ordered six episodes of the animated adult comedy “Archer,” which follows the employees of an international spy agency. “Archer” will be the first animated series on the network since 1999, when the network ran “The Dick & Paula Celebrity Special” for one season. Meanwhile, in other programming, PBS will expand its remake of “The Electric Company” to a daily weekday series beginning on Sept. 7. The series premiered in January and has been running weekly in the PBS Kids Go! block. Elsewhere, English-language Hispanic network Si TV will return “Model Latina” for a second season on Aug. 2 at 9 p.m. The network will air 13 episodes during the new season. And DIY Network will bring back “Blog Cabin” for a third season on Aug. 20 at 9 p.m. Episodes will air on Thursdays at both 9 and 9:30. Nielsen expands online measurement panel Nielsen is expanding its online measurement panel eightfold. Its new panel will be eight times the size of its previous one and will provide better representation of Hispanics, teens, and cell phone-only households, according to the company, which also promises better coverage of multiple personal computers in households. The company also hopes to lay a foundation for cross-platform measurement by including Nielsen’s TV/Internet convergence panel for online audience reporting. The methodology is already in use in eight international markets. It increases Nielsen’s measurement of web sites from 3,000 to more than 30,000. Data reflecting the new panel is now available with the July 11 "data of record" release of Nielsen's NetView, VideoCensus, search and online retail measurement services. The changes come as media people continue to advocate for more accurate online measurement, as greater shares of clients’ budgets are allocated to the web.
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