Mediagazer: Study: Vast Majority of Live TV Viewers Sit Through Commercials (Michael Malone/Broadcasting & Cable)

8:05 PM ET, May 10, 2010

Top News:

Nat Ives / AdAge:

Magazines' Pitch to Marketers: Our Ads Will Work — We Promise — Time Inc. Works With Starcom MediaVest to Guarantee Performance Results, or Run Make-Good Advertising — NEW YORK (AdAge.com) — Magazines have always promised their advertisers a certain number of paying readers.

Discussion: New York Observer, FishbowlNY, Gawker and Media Buyer Planner

Evan Smith / The Texas Tribune:

T-Squared: The Six-Month Stats — Last week we celebrated our six-month birthday (it's not too late to send a card — or a gift). It seems like only yesterday, blah, blah, cliché, blah — but, actually, it does seem like only yesterday that the Trib went live, even if doesn't feel like it (ow, my aching lack of sleep).

Discussion: Romenesko and Fitz & Jen

JSOnline:

Instant replay: Alleged yo-yo champ dupes TV shows — Kenny Strasser, who either lives in Antigo or Neenah or maybe somewhere else, says he a yo-yo champion, loves talking to schoolchildren and wants to save the Earth. — He's been divorced twice, doesn't have any kids, and has personal issues with members of his family.

Discussion: Romenesko and Deadspin

Hitsville:

The case against non-profit news sites — It's understandable that journalists shocked at the financial state of their industry would at some point think about a non-profit business model. — Behind the cynicism of most reporters lies a romantic streak, for one.

Discussion: Runnin' Scared

Mike Shields / Mediaweek:

Huffington Post Gets Down to Business — The Huffington Post has enjoyed meteoric traffic growth since launching five years ago, and buzz to match. Now it's time for the site's business side to catch up. — Industry veteran Greg Coleman, who became the site's chief revenue officer last September …

Discussion: CJR, Romenesko, The Wire and New York Observer

David Kaplan / paidContent:

EW Scripps Classified Declines Slow; Online-Only Ad Revs Soar — Like most newspaper companies, EW Scripps (NYSE: SSP) is seeing a hint of light at the end of the tunnel. Thanks to cost-cutting efforts, the Cincinnati-based company slimmed its net losses to $880,000 ($.02 cents a share …

Discussion: Editor & Publisher, rbr.com, digiday and FishbowlNY

Laura McGann / Nieman Journalism Lab:

Forbes new tool tracks advertisers' corporate reputation — Get past advertising. It's a commodity — and who wants to buy a commodity? But a service — that's a different story. — That's how Bruce Rogers, chief brand officer for Forbes, says the magazine is thinking these days.

Brian Steinberg / AdAge:

Viewer-Engagement Rankings Signal Change for TV Industry — So Many Viewing Options Make Determining Which Shows Drive Fans' Interest More Important — NEW YORK (AdAge.com) — Imagine a day when the top 10 TV shows include cult hits such as “Chuck,” “Better Off Ted” and “Heroes,” …

Discussion: NewTeeVee and Company Town

Andy Fixmer / Bloomberg:

CBS's Showtime Said to Test Putting Shows Online — CBS Corp.'s Showtime is developing an online video service for subscribers, according to a person with knowledge of the plans, joining rival cable channels that are seeking to reach customers away from TV sets.

Discussion: paidContent, NewTeeVee, Mashable! and Engadget

Ed Pilkington / Guardian:

‘Rupert will do anything’ — The acerbic Vanity Fair columnist and Murdoch biographer is not shy of making personal attacks on those in the business. But he was left shaken by the consequences of rattling Rupert's cage — Have you ever wondered what it would be like to be at the receiving end …

Discussion: Runnin' Scared, New York Observer and New York Magazine

Michel Comte / Agence France Presse:

Journalists cannot protect sources: top court — OTTAWA — Canadian media's attempt to establish a right to protect confidential sources was quashed by the nation's highest court on Friday. — In an 8-1 ruling, the Supreme Court ordered the National Post daily to hand over to police documents obtained …

Discussion: Editors Weblog and Guardian

Michael Malone / Broadcasting & Cable:

Study: Vast Majority of Live TV Viewers Sit Through Commercials — Not as many change channels as some may think — Some 86% of viewers stick with a given channel during the commercials, according to a study from the Council for Research Excellence (CRE), which tracked the live TV-consumption habits …

Discussion: MediaPost and rbr.com

Dan Gillmor / Mediactive:

Why I'm Going to Publish the Mediactive Book with Lulu — Some members of the traditional publishing industry don't care for what I write, and some who do aren't thrilled with one of the ways I try to spread my ideas. So when Mediactive appears between dead-tree covers a bit later this year …

Discussion: Joho the Blog

Jim Romenesko / Romenesko:

Kinsley's ‘Editor at Large’ debuts on The Atlantic Wire — The Atlantic Wire Introduces “Editor at Large”: — A Fresh Take on the Days News by Michael Kinsley — Washington, D.C., and New York, N.Y. (May 10, 2010) — Today, groundbreaking opinion aggregator The Atlantic Wire launches …