Did you know that studies have found that surfers read on average 77% of online articles as opposed to the 52% of readers of tabloid articles. Read more about this here:

http://www.grokdotcom.com/2007/03/29/the-webs-old-wives-tale-people-dont-read-online/

ONLINE READER BEHAVIOUR

That article was based on studies carried out by The Poynter Institute in their Eyetrack Study see:

http://eyetrack.poynter.org/

LAYOUT CAN INCREASE YOUR ARTICLE VALUE

Another enlightening article on this topic looks at the work of Jakob Nielsen into the behaviour of the online reader. Nielsen charactereises on line readers as LAZY, SELFISH and RUTHLESS. The article looks at the best way of laying out articles to work with these characteristics, illustrates it and points out mistakes which are still very common and easily avoided. (This article is written to emulate that.) See:

http://www.slate.com/id/2193552/

WHY THE VALUE OF ONLINE ARTICLES ARE INCREASING

Studies such at these are attracting the attention of advertisers everywhere. They are tasked with increasing their advertising budgets ROI (Return on Investment). Most look to monitor performance of adverts and PR projects. For example, they may achieve an increase in sales of 5% after placing a successful advert in a glossy national lifestyle magazine as opposed to 0.5% in a regional glossy. When they look into online advertising – particularly a Google adword campaign – these returns are dwarfed.

HOW MUCH IS ONLINE ADVERTISING WORTH?

Article writers can, using their own statistics, estimate how much online advertising is worth – if they compare them with this information about the current cost of magazine advertising. In this, the best adverts – those that get any response in the experience of the whistle blower we spoke to - are prominent 1 page and DPS (Double Page Spreads). Agencies (who pay the lowest prices) will pay £11.20 per thousand distribution, plus Artwork costs, for a 1 page in a prominent advert in a regional glossy. In a typical regional with a 120,000 distribution this will cost them £1,344 + VAT.

ROI HIGHER FROM ONLINE ADVERTISING

If the same advertiser put their £1,344 into a Google adword campaign and agreed to pay Google 10p a click, they would get a distribution of 13,440 – significantly lower than the magazine alternative but advertisers are learning this 13440 yield a much higher ROI than the 120,000. How can this be so? Experienced article writers will know the answer to this. For example, if they write an article about granite work surfaces and slate floors, it will attract those with an interest in the same. If they click through to an advertiser of the same it is very likely to be to look at ranges and prices. Pro-rata, more and more advertisers are discovering, the 13,440 clicks yield far more than the 120,000. With click through advertising buyers are realising that if a reader is not interested s/he will not click.

RYMANS INVESTS IN ADWORD CAMPAIGNS

In competitive markets – e.g. copier paper – advertisers must be paying £s per click Google “copy paper” to discover the UK’s national companies who are investing in adwords to drive traffic to their sites and increase sales. Chief among these is Ryman – owned by a noted entrepreneur famed for his investing acumen and turning failing companies into market leaders. Advertisers are paying higher rates to get click-throughs and to be more prominent than their competitors. Research in forums such as Digital Point unearths reports of single clicks returning $30 each to website owners as well as the sectors that are achieving them – that would be $15 a click to the articles writers on Xomba.com for instance – who pay their article writers 50% of all their adsense revenue.

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