Ads Key As Publishers Move Online

• Posted: Tuesday, November 06, 2007
• |
• Author: pradhana
• |
• Filed under: Internet Advertising, Market Survey, Online Advertising

Figuring out how to give it away.

Newspaper and magazine publishers face a challenge: to maintain the editorial edge they have in print on the Internet, where content is given away.

Business models are still being worked out as publishers attempt to monetize their digital content. The solutions are still fairly traditional, however.

"Content is still king, but it is costly," said Lisa Phillips, senior analyst at eMarketer.

Five years from now, cost-per-thousand impressions will still be the norm, according to 39% of top-level media executives who responded to a survey by Accenture in the first quarter of 2007.

Cost-per-action, or cost-per-transaction, was the second choice, favored by 21%. Cost-per-click, a model that has come under much more scrutiny in 2007 in light of advertisers’ concerns about click fraud on the major search engines, was still anticipated as a viable business model by 12% of respondents.

Exposure time, also known as stickiness, was proposed by 9% of the media executives, indicating that they took online content seriously enough to make it the basis of their business model.

Read more

• Permalink
• RSS 2.0
• 
• 
• 
• 
•