on media Raymond Snoddy finds more hope amid the digital deluge


Stay positive about traditional media


Y


ou feel a bit like the over-optimistic Dr Pangloss when you start looking for good news about newspapers


and traditional television. Whatever happens the old world will never return in the face of the digital deluge. But a lot of smart people such as


Paddy Barwise, marketing specialist at the London Business School, believes this is the year when there will be a pushback against the idea that digital is always best. In particular, question marks are increasing over the performance of the social media players such as Google and Facebook and Google-owned YouTube. The most dramatic development


has obviously been The Times’ investigation into the placing advertising of major companies alongside videos of hate preachers and anti-Semites, who were also getting a slice of the money. The pulling of advertising by more than 250 companies in the UK, a phenomenon that rapidly spread to the US, has clearly got Google’s attention. They might actually devote the resources needed to do something about it this time or face the possibility of fines, instead of repeatedly saying they take the issue very seriously. The hate crime connection is only the big headline issue. The advertising world, which has spent billions online to the detriment of established media, is starting to turn in a serious way. Advertising executives such as WPP’s


Johnny Hornby have demanded action on online advertising fraud – ads that don’t exist or are seen only by robots. Facebook has been repeatedly accused of overstating its numbers


and the industry has called for greater transparency and accountability. Serious questions are also being


asked about ‘rip-offs’ in the online digital value chain. When the Guardian bought some of its own advertising to see what happened, more than 70 per cent of the value had disappeared, so far as they were concerned. While the multi-billion online


players face renewed scrutiny, research evidence is mounting of the high levels of trust and engagement enjoyed by newspapers. They also hold the attention of readers for many multiples of the time spent by online viewers on video clips. A research project for Channel 4


“ 8For the latest updates from Raymond Snoddy on Twitter follow @raymondsnoddy ” theJournalist | 15


The pulling of advertising by more than 250 companies in the UK, a phenomenon that rapidly spread to the US, has clearly got Google’s attention


at Durham University found that video-on-demand from established broadcasters had more impact and was less expensive to advertisers than Facebook or YouTube. Again, according to Barwise, speaking before the latest scandals, robust independent research suggests that it would be in the financial interests of advertisers to return to the considerably higher levels of advertising enjoyed by newspapers three years ago. Out of all of this melange


a rational person, rather than an unrealistically optimistic one, could predict that there should be a rebalancing of the advertising pendulum, which until now has been swinging towards digital. Finding ways to fund


journalism is vital but the good news doesn’t stop there. The two great continuing stories on both sides of the Atlantic and greater


appreciation of the importance of verified facts, is providing a boost to newspapers. Fake news and alternative facts, instead of undermining journalism could have exactly the opposite effect In the US subscriptions to the New York Times and Washington Post have soared in the wake of the doings and sayings of Donald J. Trump. With a bit of luck there will be also be a positive Brexit effect on UK newspaper sales as two years of negotiations head to the wire. Put it all together and Dr Pangloss


might not be such a figure of ridicule this time.


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