Global round-up: Hard news ‘safe’ for advertisers

Global round-up:  Hard news ‘safe’ for advertisers

Hard news is often regarded warily by advertisers who fear their messages may end up adjacent to an unpalatable story – putting their “brand safety” at risk. However research by The Daily Mail suggests these concerns are unfounded.

As the site, typically home to gossip and entertainment, continues to push further into hard news, North American CEO Jon Steinberg commissioned several studies of consumers.

A poll of 403 readers by Suvata which found that while 49 readers believed stories reflected on the ads next to them, many more – 86 – said there was no reflection. A second study across 1196 readers by Millward Brown showed that serious or graphic news did not change their opinion of advertisers on the page for 95 per cent of respondents.

“Why is hard news under such pressure? You might want to start with the fact that many advertisers resist running against the news,” Mr Steinberg said.

“The results came back verifying what I hoped they would, which is that people want advertisers to provide for the purveyance of news.”

German newspapers join Blendle en masse

Dozens of Germany's most influential news outlets have signed up to pay-per-story service Blendle

Dozens of Germany’s most influential news outlets have signed up to pay-per-story service Blendle

More than 30 German newspapers, including 18 dailies, have signed up for pay-per-story app Blendle.

Users pay an average of 20 cents per article read, although prices are set by the publisher.

Every major German newspaper has now signed up to the service, meaning the app covers most national news outlets there, according to Business Insider.

“The very best articles in the German language are published [in print] or locked up behind paywalls. But many people don’t have a subscription so they are missing all these amazing stories,” Blendle CEO Marten Blankesteijn said in a statement.

Bild, Die Welt, National, and Der Spiegel are among the major newspapers to have signed up.

The revenue is split around 70/30 between Blendle and the publisher, and readers are entitled to an instant refund if they give feedback on why they want it.

‘Topless bar’ heading writer diesHeadless Topless

Vincent A. Musetto, the news editor responsible for one of the most widely-known headlines in the world and a 40-year veteran of The New York Post, has died at 74.

The headline “Headless Body in Topless Bar” became world famous when the story that accompanied it was published in 1983.

Mr Musetto retired in 2011 but continued as a freelancer writing film reviews for the Post until that position was made redundant in 2013.

Post editor-in-chief Col Allan paid tribute to Mr Musetto in a statement, saying he will be remembered for far more than his iconic headline.

“Humour. A sharp critical eye. A personal warmth with his colleagues, and deep love for the Post and its readers. All will miss him,” Mr Allan wrote.

Mr Musetto came up with the headline before knowing whether the club where the decapitation had occurred was a topless bar or not, and had to send a reporter to the scene minutes before deadline to find out.

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