Yazı dizisi neyi kapsıyor? Ne amaçlıyor? #ManşettekiReklam 1
2019’da haber sitelerinin manşetlerinde binlerce haber ve içerik yer aldı. Peki bu manşetlerin arasında ne kadar reklam vardı? Reklamveren, manşet reklamıyla neyi amaçladı? Bu reklamların ne kadarında, reklam olduğuna dair kullanıcıyı bilgilendirici ibareler vardı? Bu yazı dizisini, haber sitelerinin yaygın gelir modelinin ayrılmaz bir parçası haline gelen manşet reklamlarına dair kendi ürettiğim güncel verilerle, Türkiye’deki haber sitesi ekosisteme dair tartışmaya farklı bir boyut getirme çabasının bir parçası olarak görebiliriz.
Reklamverenler -genellikle mal ve hizmet üreten gerçek veya tüzel kişiler- dünyanın birçok yerinde olduğu gibi Türkiye’de de, ürünlerini, hedef kitlelerine duyurmak, onları satın almaya teşvik etmek, tüketimi veya marka bilinirliğini artırmak ve kar elde etmek, dikkatlerini çekmek amacıyla medya araçlarını kullanırlar. Tüketicilerin ilgisini çekmek için sosyal sorumluluk projelerinden büyük indirimlere kadar birbirinden farklı stratejilerle hareket eden reklamverenlerin temal amacı, tüketicilerin dikkatinin en yoğun olduğu alanlarda görünmektir. Bu alan bazen toplu taşıma araçların herkesin gördüğü tutamakların içindeki küçük ilan alanları olurken bazen de haber sitelerini açar açmaz kullanıcıların gözüne ilk çarpan banner reklam alanları olabilir.
Türkiye’deki haber sitelerinin neredeyse tamamının yapısı göz önüne alındığında, siteler açıldığında reklamdan alanından sonra en büyük ve göze çarpan alanları olarak, ortalama 15-16 haber ve içeriğin yer aldığı manşet alanları vardır. Yine aynı haber sitelerinin neredeyse tamamının iş modellerinin bir parçası olan gelir modelleri, dijital reklam gelirlerine yaşamsal ölçüde bağlıdır. Diğer taraftan, internetin yaygınlaşmasıyla birlikte internet kullanıcılarının haber ve içerikleri, sitelerden takip etme davranışları artarken reklamlardan kaçınma davranışlarının da benzer bir eğilim gösterdiği bilinir. Haber sitelerinin, kullanıcı açısından en değerli alanı veya başka bir deyişle ilk göz atılan alanı manşetler olduğundan, reklamveren de tüketicilerinin dikkatine sunmak istediği mesajını en iyi vereceği alanlar olarak manşetlerde bulunmayı tercih eder. Haber sitelerinin gelir modeli, reklamverenin dikkat toplama çabası, kullanıcının reklamdan kaçınma davranışları ortadayken, haber sitelerinin en değerli reklam alanlarından biri olarak manşetlerin ticari değeri de katlanarak artar. Reklamverenler, banner reklam alanlarından içeriğin bizzat kendisi olmaya doğru yol alır.
Yazı dizisi hangi haber sitelerini kapsıyor?
#ManşettekiReklam yazı dizisi, Basın İlan Kurumu’nun internet sitesinde isimleri yer alan 34 yaygın gazetenin –2019 yılbaşı itibariyle– internet sitelerinin ve Reuters Gazetecilik Enstitüsü’nün 2018 Dijital Haber Raporu’nun Türkiye bölümünde yer alan, haftada bir veya en az 3 günde bir bakılan haber sitelerinin manşetlerini kapsıyor. Araştırma kapsamında toplanan veriler, 43 haber sitesindeki 180 binden fazla manşetin, 2019 boyunca hafta içi her gün rastgele saatlerde (genellikle öğlen), masaüstü cihazlarla taranmasıyla elde edildi. Ortaya çıkan 13 bin satırdan fazla veriyi, Türkiye’deki dijital haber medyası ve dijital reklam ekosistemine dair içgörülerimle, anlamlandırmaya çalıştım.
İncelenen haber siteleri şunlar: Açık Mert Korkusuz, Akşam, Analiz, Anayurt, Aydınlık, Cnnturk.com, Cumhuriyet, Diriliş Postası, Doğruhaber, Dünya, Ensonhaber.com, Güneş, Günlük Evrensel, Halkın Gazetesi Birgün, Haberler.com, Haberturk.com, Harbi Gazete, Hürriyet, İnternethaber.com, Karar, Milat, Milli Gazete, Milliyet, Mynet, Ntv.com.tr, Ortadoğu, Posta, Sabah, Sondakika.com, Sözcü, Star, Şok, Takvim, Türkgün, Türkiye, Türkiye’de Yeniçağ, Yeni Akit, Yeni Asır, Yeni Asya, Yeni Birlik, Yeni Mesaj, Yeni Şafak, Yurt.
Araştırma kapsamına giren bazı yaygın gazetelere dair ilginç bir bilgi vermek gerekirse; 2019 başında yaygın gazete olarak basılan Harbi Gazete, yıl içinde bütün faaliyetlerini sonlandırarak yayın hayatına son verdi. 1 Ocak 2020 itibariyle Star gazetesi, basılı nüshalarını sonlandırıp dijital ortamda yayınlarına devam ederken aynı yayın grubuna bağlı Güneş gazetesi de yayın hayatını tamamen sonlandırdı. Diğer taraftan yine yaygın gazete olarak basılan Ortadoğu ve Yurt gazeteleri yerel gazete olarak yayın hayatlarına devam ederken internet sitelerinde haber ve içerik akışı aktif olarak sürdürülüyor. Yıl içinde yaygın gazete olarak basılmaya başlanan tek gazete ise Analiz oldu. Sabah, Takvim ve Yeni Asır gazeteleri ise yayın hayatlarına devam ederken, Basın İlan Kurumu’nun verdiği bilgiye göre kendi istekleri üzerine Kurum’un web sitesindeki ilgili alanda artık yer almıyor.
Haber ve benzeri içeriklerle reklamlar arasında giderek silikleşen çizgi, hem yayıncılar hem de okur tarafında farklı sebeplerle farklı tonlarda eleştirilere neden olabiliyor. Okur açısından, ticari amaçla yayınlanan içeriklerin -reklamların- okurların bu içeriğin reklam olduğunu açıkça anlayabileceği şekilde gösterilmesi gerekliliği bir istek ve daha çok şikayet olarak ifade ediliyor. Yayıncı tarafında ise durum biraz daha farklı: Okurun reklamdan kaçınma davranışı dolayısıyla reklam olduğu açıkça belirtilen alanların ve içeriklerin, tıklanma, izlenme, okunma oranları; reklamverenleri tatmin edecek noktadan uzak olabileceği ve bu da yayıncı-reklamveren ilişkilerini, yayıncı açısından ticari anlamda olumsuz bir tablo yaratabileceği için mümkün olduğunca esnetilmesi söz konusu. Bu noktada yasal bir boşluk olmasa da etkin bir denetim mekanizasının gelişmemiş olması, haber sitelerinin bu anlamda elini güçlendiren noktalardan biri olarak görünüyor.
Yukarıda bahsettiğim içgörüyü birçok dijital haber endüstrisi profesyoneli ve okur/kullanıcı paylaşsa da geçtiğimiz yıla dair topladığım veriler üzerinden giriştiğim bu yazı dizisinde, okuru veya çalışanı olduğunuz haber sitelerine dair birçok ilginç veriyle karşılaşacağınızı düşünüyorum.
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