the way for newspapers or radio", by Greg Tingle
internet has opened a vast range of new and exciting
opportunities for traditional media outlets, such
as newspaper publishers and radio broadcasters.
the Sydney Morning Herald and Radio 2UE for example.
Both media companies are recognized leaders and innovators
in their field, however are worlds apart in the delivery
of their news and information - or, at least they
were, until the internet came along.
broadcasts around the clock, via the AM dial to Sydney,
the nation's largest radio market, representing almost
3.6 million people, with radio advertising valued
at $180million. The station has been a solid ratings
performer for the past six years with its mix of news,
talk, opinion and sport.
Sydney Morning Herald, on the other hand is the leader
and flagship of Australian newspaper publisher, Fairfax,
of which carries a circulation rate of over 224,000
daily (Monday to Friday) and over 390,000 every weekend.
nature, SMH and Radio 2UE are news outlets, SMH being
traditionally print, and 2UE being, of course, radio.
need little imagination to realise that there are
in fact more similarities than differences between
the Radio 2UE and SMH website, when you consider that
both are delivering news and entertainment via the
web, when both companies already dominate there choose
vertical in the media business.
are a number purposes for having an advanced online
website for these companies. The name of the game
is revenue, which is dictated by both audience type
and numbers, which dictates how much advertising revenue
can be garnered. This is also measured in "market
share" and ratings, in the case of radio.
audiences these two companies are trying to attract
are not as different as one may first think. Both
organizations have internet savvy, media hungry consumers,
based throughout the Sydney region. The Radio 2UE
audience is generally older - granted, however the
basic fundamentals remain the same. James Borg, Media
Analyst for Hitwise Australia, Australia's online
authority says, "at the end of the day, its all
about capturing the media audience an online capacity,
and both 2UE and SMH are doing this effectively".
internet has seen these two media giants competing
in the same market - the online medium, which competes
for what industry practitioners refer to as "eyeballs"
(meaning audience eyes looking and experiencing),
sessions (how long the audience stays on the site),
and impressions (how many pages the visitor looks
at during the session). In the case of websites where
audio and video "grabs" are all the rage,
perhaps a new term needs to be coined, such as "earlobes"
or "information rate per second". Both companies
also offer an optional e-mail update service, to alert
the customer of new developments at the said company.
At any rate, SMH and Radio 2UE have been attracting
new, internet savvy audiences via their websites.
2UE's website features the ability to listen to the
station live and provides the option of the visitors
being able to send away an e-mail live to the announcer
who is currently "on the air", or to anyone
else in the company for that matter. The visitors
also can see who or what is coming up next, read about
their announcers hobbies, and enter online competitions.
2UE also caters to their current and potential advertisers,
as does the Sydney Morning Herald.
The Sydney Morning Herald, on the other hand is news
and information rich, and also caters for an audience
who appreciates interactivity, whilst offering a vast
array of multimedia in both audio and video formats.
The Herald also republishes their classifies over
the Fairfax network, including the SMH website.
the internet has been a winner for Radio 2UE and SMH,
as the race for information and entertainment accelerates
at a rapid pace into the new millennium.
thing is for certain, the Media and Internet "space"
will remain closely related cousins for a long time