Stephanie Padgett looked into the notion of newspaper advertising and how newspapers can use different sources to increase their advertising and, therefore, increase their profitability. She used her time as a Donald W. Reynolds Fellow to explore a growing trend called “behavioral targeting” as an adoptable model for newspapers.
The Internet is changing the way people consume news. It presents many opportunities for newspapers to change the way they are using advertisement for consumers and how they are attracting consumers by appealing to the hyper-local and the regional at the same time. The video “Behavioral Targeting: Critical for Newspapers to Participate” explores how newspapers can use the Internet to talk to the right people based on their reading interests.
Behavioral targeting is largely used on the Internet, but since newspapers are moving online, newspapers need to start using this as a way to target their audience. Padgett also explores using advertising networks to help newspapers develop this idea and implement it.
The videos below provide some valuable information on behavioral targeting and how newspapers can start to implement these ideas to better appeal to consumers.
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