Ad brings newspapers to life
October 5th, 2010 by Lauren Fisher in Advertising
AXA have created an excellent newspaper ad, that shows the new age of advertising at its best. I’m a big fan of interactive advertising, and what happens when ads meet social and this is an excellent example of that. The video below shows the AXA ad in action, which directed the reader to place their iPhone over an empty space on the page :
Given that AXA was Belgium’s first insurance company to launch an iPhone app, it’s fitting that they would use such a unique method to announce it. This is one of the first ads of this kind that I’ve seen, where you see a real consideration of the user journey. They haven’t just added on an element to integrate with mobiles, but have actually built it into the story of the ad itself.
Full article Ad brings newspapers to life.
If there’s one generalization you should make as a website writer, it’s that your visitors have short attention spans and are overly saturated with information.
If you’d rather generalize, then just think about this fact: search is the most popular function on the internet. This means most visitors to your site are looking for something in particular. If they click on your site and can’t tell whether you will provide what they are looking for, they will leave.
Internet users think of their time as precious and the internet as a never-ending trove of information. Your visitors are information scavengers with little loyalty and even less time; this means you need to tailor your writing specifically to them to get their attention.
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Please feel free to join us and you are always welcome to share your thoughts even if you have more related tips that our readers may like.
Things To Remember While Writing Online
Headings should have one purpose: force your readers to stay. Most readers will happily read your headline, but a much smaller percentage will stick around. Be descriptive, compelling or interesting.
You’re a real estate agent and you have two types of clients: buyers and sellers. You could try to weave around both objectives, selling to buyers one moment and sellers the next. Or, you could target both of them with gusto. To do the latter, you must segment your audience; persuade both types of visitor to read different copy. You could place the copy under different headings or link to where visitors should go.
If readers want to know what your site is about as quickly as possible it makes sense to explain the most important things about your site early. Take a cue from daily newspaper’s inverted pyramid style. Newspapers give the most important information (the “who,” what,” “where,” “when,” “why” and “how”) about an event as early as possible and fan out the details in the rest of the paragraphs.
Newspaper readers want the latest news, but also want to be able to move quickly to another story if it isn’t relevant to them. For example, if there is dangerous flooding in Chicago, but if you live in California you most likely don’t care. This is why it’s important for a newspaper reporter to note where the flooding is immediately so readers who aren’t concerned can move to the next story that does pertain to them. The same applies to websites. Sigue leyendo
24 Aug 2010 | 6:47 pm
In the last few weeks two companies have released services that enable you to take tweets and turn them into a newspaper
or magazine format: Paper.li and Flipboard
is a great source of information for both Paper.li and Flipboard newspapers. If you’d like to learn how to do this for Paper.li, click here, and for Flipboard, click here.
19 Aug 2010 | 10:19 am
I would like to include a few personal stories of enchantment in my next book. I am looking for examples of how people, products, services, organizations, ideas, or causes swept you off your feet. Specs: Written from your personal experience, not an external, academic view. 150-200 words Ideally, all the basics would be in your essay: who, what, when, why, and how. As an example, here is how something enchanted me: The second most enchanting moment of my life occurred in 1983 when Mike Boich showed me a Macintosh prototype. (The most enchanting moment was meeting my wife.) This life-changing…
16 Aug 2010 | 9:43 pm
2 Aug 2010 | 10:01 am
Information wants to be free
, and I just freed some. I got the rights back for my first book, The Macintosh Way, and I’ve made it available for free here. Hope that you find it useful.
28 Jul 2010 | 9:25 am
Let me confess: I’m addicted to Twitter and email, and my addiction increases the more I have to do something important like write a book. Luckily, I stumbled across applications called Freedom and Anti-Social that really help. I explain how they works here at the American Express Open Forum. If you’re have a tough time prying yourself away from online fun, they could really help.
“En algún momento en el futuro dejaremos de imprimir el New York Times”, declaró Arthur Sulzberger Jr., editor y presidente del diario en el International Newsroom Summit, afirmando que en un futuro la versión física de su periódico dejará de existir.
A medida que la circulación de los periódicos en papel sigue cayendo, también lo hacen los ingresos. En total, las pérdidas ascienden a 27,2%. Además, cada vez más consumidores utilizan internet para estar al día. Como mostró una encuesta de Mashable, sólo el 21,7% de sus lectores se informaba a través de los diarios en papel.
Pero, aunque el futuro de las versiones impresas de los periódicos esté en peligro, las noticias como producto van a seguir existiendo y las declaraciones de Sulzberger confirman este hecho. Se pueden interpretar como un intento de buscar formas nuevas, oportunas y culturalmente relevantes de poder llegar a los lectores y obtener beneficios ofreciendo noticias. Aún así, ha costado a muchas empresas entender que los periódicos no son el fin último del periodismo y, retrasando su innovación, muchas publicaciones se han puesto a sí mismas en una situación financieramente desesperada mientras tratan de alcanzar y adaptarse a los modelos de ingresos online. Sigue leyendo