U.S. Online newspaper ad spending reaches $795.7 million
By Leah McBride Mensching, Thursday 20 September 2007 at 22:52 :: Advertising :: #587 :: rss
Online newspaper advertising spending has grown in the double digits for the past 13 consecutive quarters, reaching $795.7 million in the second quarter of 2007, the Newspaper Association of America has announced.
Although some of the growth has to do with overall online advertising growth, newspapers are “making aggressive efforts to make their sites more compelling,” Randy Bennett, vice president of audience and new business development at NAA, told eMarketer.
“Online newspaper site content is more than just news. It includes community sites and content created around them, including user-generated content and video. This changes the value proposition. If you want to buy local ads, newspapers are a hub with a connection to the community,” Bennett is quoted as saying by eMarketer. “Advertisers can trust that ads will appear next to respectable content. Having varied content also draws a wider audience.”
Bennett told eMarketer that newspapers can geotarget through a portal site, but people will talk about what affects them most on news sites.
In relation to a newspaper's size and its profitability, Bennett told eMarketer that profitable newspaper Web sites come in all sizes, and that the largest newspapers aren't the only ones who can turn a profit.
“It's not so much a question of size as the amount of effort put into a site. Success is related not to cost-cutting, but to making the content better,” he said. “Expanding content and the types of media available on news sites helps bring in more readers and helps with ad sales.”
Comments
No comment.
Post comment