NY Times Top Newspaper Online, High CPMs

Comscore has put out a ranking of the top newspaper sites online, as well as CPM rates by site category. Here are the charts:

Online newspapers have the highest CPM rates of the categories covered by comScore in the chart above. They don’t have the most impressions however. According to Nielsen and suggested by the graphic immediately above, social media (including blogs) now capture “one in every four and a half minutes online.”

The NY Times is planning to reintroduce paid access for its site. How this will affect CPM rates and traffic/revenues is uncertain at this point. While people might pay for global access across devices to NY Times content, it will be tough to get people to pay online. We’ll see how they execute the program.

Blogs and other free, ad-supported news sites may stand to gain from the Times retreat behind the paywall. And of course one of the challenges for the WSJ or the forthcoming paid version of the Times is SEO.

To paraphrase and borrow from the Times’ own Thomas Friedman: online all the news is flat. A paywall will put more pressure on the Times to maintain and even boost quality and offer more content and features. News online is largely a commodity. Many people will be fine getting it from Yahoo! or CNN if not the Times.

The Online Publishers Association continues to advocate on behalf of premium publishers with data/research and fight (perhaps a losing battle) against the the commoditization of audiences via ad networks.

Separately the Times plans, according to AdAge,  to create a “public beta testing site where it will experiment with new ideas and applications before deciding whether they deserve to go live on NYTimes.com. The Times expects to introduce the site, to be called Beta620, in July or August. The “620″ refers to the paper’s street address on Eighth Avenue in New York.”

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