The New Mainstream Media Landscape

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Measuring Mindshare On The New Network

Reality is, you need not be a major media network to achieve major mindshare on the web.

The playing field is leveling at an exponential clip, as the costs of content production, consumption and distribution approach zero - and as the media formats converge. On the new network (aka the Internet) the reach of every media outlet - new and old - is in play; marketshare is no longer as safe as it used to be.

In the old world of distinct networks - i.e., radio, television, newspaper, and magazines - every outlet lived and died by the ratings within their respective networks (i.e., Nielsens for TV, Arbitron for radio, etc.). But on the new network, each of the old networks collide with and within one another as well as with the newer content producers, distributors and filters from around the globe. Needless to say, the effects on the mainstream media are broad and deep.

To demonstrate just how quickly these spheres of influence are shifting we examined the major players in the New York media market by calculating their online mindshare. A simple computation: the Google Page-Rank-weighted average of their Technorati/Alexa rankings (obtained during the week of December 10, 2006).

And to give you a full sense of the madness, we randomly threw in other producers as points of comparison.

Some Key Findings.

1) On the new network, audiences are tuning into channels like Ze Frank, which cost next to nothing to produce; but which garner far greater mindshare than New York television stations like WCBS-2 and WNBC-4; New York newspapers like the Village Voice and New York Observer; magazines like Time Out New York; and New York radio stations like WABC and 1010Wins - as well as other outlets straddled with heavy infrastructural investments.

Mindshare. Ze Frank: 1,606, WCBS-2: 4,330, WNBC-4: 4,734, Village Voice: 3,072, NY Observer: 9,621, WABC: 24,586, 1010Wins: 10,012

2) On the new network, audiences are gravitating towards gossip sites like Gawker and Defamer over mainstream entities like People magazine (which, we should note, claims in its title bar to be the "#1 Celebrity Site on the Web").

Mindshare. Gawker: 1,024, Defamer: 1,876, People: 7,506

3) On the new network, crowds are flocking in droves to New York-centric sites like Gothamist but not as much to the likes of NY1, WABC-7, Fox-5, New York Press, Albany Times Union, WNYC and others.

Mindshare. Gothamist: 4,555, NY1: 9,144, WABC-7: 627,484, Fox-5: 32,184, NY Press: 28,709, Times Union: 7,891, WNYC: 14,637

4) On the new network, solo blogger Michelle Malkin garners more mindshare than solo blogger Andrew Sullivan; and Andrew Sullivan amasses more mindshare than does solo blogger Mark Cuban; but then he tops solo blogger Atrios ... but all four bloggers individually wallop Newsweek and Esquire magazines.

Mindshare. Michelle Malkin: 2,573, Andrew Sullivan: 3,434, Mark Cuban: 3,514, Atrios: 5,318, Newsweek: 15,517, Esquire: 8,448

5) On the new network, the NBA channel trumps the MLB, which trumps the NFL; though all 3 trump NBC and CBS.

Mindshare. NBA: 77, MLB: 110 , NFL: 149, NBC: 253, CBS: 429

6) On the new network, the New York tabloid wars continue as the Post bests the Daily News; but, both lose out to sites like Slate, Engadget, Netscape and others.

Mindshare. New York Post: 385, New York Daily News: 667, Slate: 265, Engadget: 132, Netscape: 139

Lastly, the chart above shows how the traditional New York media fared - rank ordered by their online mindshare; followed by a composite look below at the impact some of the new additions are having in the mainstream media landscape.

» admin's blog

Submitted by admin on Fri, 2006-12-15 04:39.

Nicely done!

Submitted by Anonymous (not verified) on Fri, 2006-12-15 20:42.

love the fact that gawker is whippin' up on people mag!

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