Tuesday, September 23, 2008

A Win-Win for Advertisers and Publishers Alike

As part of their struggle to survive in today’s wired world, newspapers must devise ingenious methods to generate advertising revenue.

To its story announcing that two tipsters will split a $275,000 Broward County (Florida) reward for providing information that led police to arrest a man accused of gunning down a U.S. Customs and Border Protection agent, MiamiHerald.com linked audio from five 911 calls made on the night of the killing.

“There is one man shot. I believe he is dead,” one caller said.

Another reported “there was a girl in the car with the person.” The girl turned out to be the daughter of the victim, Donald Pettit. Police said one James Wonder killed Pettit outside Pettit’s car in the parking lot of a U.S. Post Office in Pembroke Pines.

Readers may click on a link to one of each the 911 calls, prompting an audio window. Each is also a window of revenue — as of today, they displayed ads from Scan Design, the Miami Dolphins, classmates.com, Chrysler, the Florida Lottery, the Greater Miami Convention and Visitors Bureau, and the Miami-Dade Public Library System (reminding borrowers that it’s Amnesty Month).

Two audio feeds broadcast callers telling the dispatcher their phone number.

Broward County Crime Stoppers maintains the anonymity of the reward recipients.

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