The word ‘unique’ is used a lot around digital. Specifically unique browsers … a term that I am sure was invented to confuse clients.
It’s also used to describe sales opportunities and responses – ‘this is a unique opportunity’.
Both are confusing to be honest.
Anyway – there was an article last week running on Fairfax’s websites that focused on charging users for news/content online and contained analysis from Nielsen.
Drawing on a panel of 7000 online users in Australia, Nielsen argued yesterday that in contrast to newspaper readers, consumers on the internet did not show enough loyalty to any particular news provider to subscribe to a provider’s coverage. More than 70 per cent of visitors to Fairfax Media’s websites also read those of its main rival, News Ltd, it said.
While in the past people would buy the same newspaper every day, internet users were seeking news coverage from multiple sources, Mark Higginson, Nielsen’s director of analytics, said. ”No one really does own the news consumer any more.”
Would it be fair to say online, no one really owns ANY consumer anymore?
The duplication across sites is staggering and it happens across all categories.
So much that you could basically not spend with 2-3 of the large 5 publishers and it would make NO difference in an audience reach sense.
Now, I’m not recommending doing this … but it must be a concern to a large scale internet play with significant investment and/or debt that really doesn’t have anything unique to offer the market.
Luckily for most, it’s something that plagues everyone and is rarely discussed.
With newspapers generally you either read a News Ltd title or a Fairfax title. With the news on TV the same thing. It’s difficult to watch 2 different TV shows across an hour bracket, let alone 10 or 20.
No other media has the same duplication issues … with online a user could look at 5-10 news/sport/entertainment/business etc sites EVERY day. They could be reading 3 titles at once. And at the same time be on Facebook and Messenger.
As an advertiser which one do you use? And how?
It’s looking more and more likely that spreading digital investment across as many suppliers as many of us are just isn’t feasible. Especially when many are doing the same thing as their competitors.
Right now if you look at large scale AU digital businesses in a consumer facing sense – most are clones. They have the same categories covered. Focus on the same news. Have minimal unique material and rely on the same things to drive their traffic volume.
Does this mean there will be more effort into building a unique audience, or will operators continue to just do what everyone else is doing and chase the same dream?