In an effort to lure the next generation of news readers, Rupert Murdoch is launching an iPad-only newspaper to be called The Daily, the New York Times reports. The Times refers to Rupert Murdoch as the digital savior of paid content, but content marketers should consider that this mainstream online news push speaks to a growing internet audience for news content.
Murdoch, CEO of News Corporation, explains that The Daily is a $30 million investment, to be led by a staff of 100. The writers on board boast hardcore news appeal, with the New Yorker's music critic and a high-profile television producer on board. The Daily will offer primarily original content, borrowing some video from Fox Sports, reports the Times.
The Times theorizes that Murdoch views a tablet-centric newspaper as "a way to bring consumer revenue back to the publication of news," but marketers should also see this as representative of consumers' news consumption habits – increasingly skewing online.
A study from the Pew Research Center for the People & the Press reveals that nearly half of American adults turn to online sources to get their news three or more days each week. The study also makes clear the value of brand exposure in Google News. It shows that Google is one of the leading online news sources, beating out the New York Times, Wall Street Journal, NBC and other traditional news sites.
Not only does news content draw traffic to sites, but unbiased, industry-relevant news content can also convert readers into customers. As Brafton has reported, journalistic content has been proven to translate into revenue.
