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) October 2, 2009 -- It's a constant dilemma for publishers on the Web -- the "remnant revenue gap" that occurs when premium banner ad space goes unsold. News publishers now have a solution from Newsforce to help them fill the revenue gap, and with an advertising creative format that's specifically designed for people immersed in reading their daily news on the internet.
Newsforce, Inc. logo - registered trademark 2008
Advertisers have always found value in buying advertorial
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Newsforce announces that it will now license its online advertorial platform to news publishers, to transform unsold premium banner ad inventory into advertorial inventory without any technical changes to the site. Newsforce works primarily with newspaper sites and broadcast news sites, but is also applicable as a solution for pure-play news sites, aggregators and vertical news sites.
Fluctuating audience patterns cause newspapers and news websites to frequently find themselves with unsold ad inventory that has to be liquidated quickly, in real-time. The outcome: valuable premium ad space often ends up at auction or on ad networks, where the likely selling price is as little as 25-cents per thousand impressions (CPM), far less than the $10+ CPM value that news publishers want and need to stay in business.
"We're trying to help the news industry help itself in terms of monetizing their valuable properties and the trust they've built with news readers," said Newsforce CEO Vince Bianco. "The number of readers who access internet news keeps growing, over 350 million unique visitors on the top news sites, so the demand is there. We'd like to think that we're helping to solve the puzzle of how to keep these high quality news organizations in business, by offering creative ideas that generate incremental revenue."
Newsforce advertorial units, or "storyboards," allow multiple advertisers to share the cost of premium ad space and to tell their branded stories alongside regular editorial stories. Semantic matching technology ensures that the headlines are contextually relevant. To ensure that there is no confusion to readers or brand damage to news properties, the units are clearly labeled as sponsored stories. Advertisers can run multiple stories simultaneously, and track reader interest to make adjustments to the storyline.
"Advertisers have always found value in buying advertorial," said Vince Bianco, CEO of Newsforce. "And print publishers typically offer advertorial products to fill that demand. On the internet, many news publishers sell microsites or special sponsored content sections, but the process is typically quite customized and labor intensive for both the publisher and the advertiser. What the Newsforce platform does is automate and standardize online advertorial for a news publisher, so that it's more easily sold, deployed and measured."
About Newsforce, Inc.
Newsforce, Inc. invented a revenue engine software platform which automates serving and management of advertorial / sponsored content across premium national and regional online news publishers. Its publishing and sales partners represent over 500 premium news sites in the US. Newsforce is also a provider of search engine optimization tools specifically for article and press release SEO, including an optimization wizard and News Search Ranking Reports. Newsforce is a privately held company headquartered in La Jolla, CA. Information may be found at www.newsforce.com and www.newsforcenetwork.com.