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WHAT DOES IT TAKE TO BE A WEB FAVORITE?
IT'S BETTER TO BE EASY TO USE THAN UNIQUE
The Internet may offer infinite choices but most users focus on a few "favorite" Web sites for much of their time and attention. Web sites must strive to be on a user’s short list of three to five favorite sites or be lost among hundreds of largely overlooked alternatives.
That’s one of the conclusions of a new consumer research report from Media Management Center, “What It Takes To Be A Web Favorite.” MMC found that users form particularly strong habits when it comes to news, making it even more important for those Web sites to break into users' daily routine. This poses particular challenges for local sites, as many users tune out of local news and instead focus on major national events and sources.
Across all Web sites, the differentiating experiences seem to be being "easy to use" and making it "easy to find what I'm looking for." This goes beyond being attractive to presenting information in a way that "makes sense" and avoids the problem of being "too much." This is more important than being unique or having a distinctive approach.
These results reflect in-depth interviews with 27 heavy online users in the Atlanta and Chicago markets. Participants were asked to identify and describe “favorite” Web sites and to explain why they chose them over other alternatives.
Download the full report here.
WHAT DOES IT TAKE
TO USE KNOWLEDGE ABOUT CONSUMERS
TO CREATE WEB SUCCESS?
Find out at a NEW! Media Management Seminar
October 5-8
Beyond Commodity: Customer-Focused Strategy for Digital Media
Not only will this seminar provide more depth and insight from MMC’s “Web favorites” research, but MMC will debut two follow-up pieces of research at the seminar -- on what “easy to use” really means and how to put that into action. Designed for people who make strategic decisions about digital news media, this seminar will outline how to build a customer-focused organization and create a customer focused strategy; how to make your digital products stand out; how to make your organization nimble enough to compete; how to make metrics drive your efforts; and how to make customer focus enhance, not diminish your journalistic mission. Time is short and space is very limited, so sign up now!
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Upcoming
Seminars
Advanced Executive Program
February - March 2009
For high-potential employees, leaders new to the media industry and managers
who need to lead across departments or media platforms. Please check back for the 2009 dates.
Management Development Seminar for Television Executives
July 2009
Five intensive days of study for senior broadcast executives from TV stations, groups and networks.
Dates in July to be announced soon, please check back.
Transformative Change for Media Companies
October 5-8, 2009
For editorial and advertising executives who need to transform their news organization to meet the needs and interests of print and online consumers.
Customer-Focused Strategy for Digital Media
November 2009
Build your digital presence by becoming a customer-focused organization. For people who make strategic decisions about digital media for organizations that produce or disseminate news. Please check back here for the 2009 dates.
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