MPA President cites Websites as future revenue source
Speaking at a Magazine Publishers of America breakfast this week, John Griffin cited magazine websites as an important area for future advertising revenue. That's probably true. But I have to wonder what that says about the state of magazine industry.
One of the main reasons for buying advertising space in magazines is because the advertising is supposed to benefit from the relationship that a reader has with the title. I don't believe that a website is currently able to duplicate that kind of relationship. Without that relationship, website traffic may suffer. So why advertise on the website?
There seems to be a Catch-22 developing that media planners will have to be especially careful about. Future demographic research must account for the different relationships that online and paper-based readers have with magazines.
You can read the whole article at http://www.mediaweek.com/mw/news/recent_display.jsp?vnu_content_id=1003696620
posted by Col (Col Reads) @ 12:49 PM
4 Comments
4 Comments:
I think websites also lose out on the pass-along value of magazines. Also, while people can always refer back to a magazine for an ad, they can not go back to the website to see the same ad.
I believe that the reasons one may advertise in a website, as oppose to a magazine, is due to the much broader audience it can reach.Although, this may be a waste of exposure, it does serve to catch someones attention in very diverse ways for example personal interaction.
The upcoming generations are much more "connected" to new technologies, which opens doors for the experimentation of new media vehicles.
We'll be talking this week about how media are actually interconnected. Both newspapers and magazines are counting on the Internet to extend their reach.
Nice comments
The issues between a personal connection with a tangible magazine and increased ad revenue using the internet is a double edged sword for both the public and the industry. The impersonal nature of the internet may pose a disconnect for some readers, but also makes the content more accessible. In terms of advertising it brings interactivity into the mix, all be it on a screen instead of page. Ads can be "stacked" on the internet by showing ads not only on the pages but also in the browser windows and side bars. I think that this could lead to an ad overkill which could serve as a catalyst to a consumer backlash. The methods are more invasive and forced on the public on the internet then in an actual magazine.
Post a Comment
Subscribe to Post Comments [Atom]
<< Home