Daypart content: the new online metric

Daypart content: the new online metric.
Newspapers, according to a report in MediaDailyNews, are leading the way in gradually converting their online content to reflect the audience that’s available. TV people will recognize this as daypart programming.

In its 2003 report, “Online Dayparting: Claiming the Day, Seizing the Night,” media research firm Minnesota Opinion Research Inc. discovered significant shifts in media consumption habits among online users of newspaper sites. Peak news reading time is 8 a.m. to 11 a.m. As the day goes on, mainly between 2 p.m. and 6 p.m., interest in the news genre dissipates, while interest in entertainment and event resources picks up the slack. At night, consumers switch gears again to concentrate on jobs, cars, homes, and shopping content.

Michael Zimbalist, executive director of the Online Publishers Association, asserts: “The daytime part is still the largest daypart on the Internet.” As measured by the OPA and others, the bulk of these daytime Web users are at-work broadband users.

Watch for a lot more experiments with this concept in the months to come. As I’ve said many times before, newspapers are ahead of local television stations in moving their business models to a multimedia paradigm. The irony here, of course, is that broadcasting invented the idea of dayparting, and now we find our newspaper brethren using it ahead of us. Newspapers will soon begin generating local news video for their Websites, and we’ll find ourselves even further behind.

And so it goes…

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