Chief executives from media companies on the opening day of Goldman Sachs' annual Communacopia conference agreed on the vulnerability of conventional television and print advertising, while hedging on online target marketing, which they say has the potential to bring in more wealth and sustained value across all platforms and businesses.

The industry's massive, unsettling schism clearly has Time Warner, News Corporation, Walt Disney and Viacom straddling the struggling traditional mass media and the emerging consumer-centric media - advertising being central to both in very different ways.

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Nielsen//NetRatings and comScore Media Metrix have completed pre-audits, and are moving into the next stages of auditing and accreditation, giving online audience measurements tools a boost in proficiency, the Interactive Advertising Bureau has announced.

Nielsen//NetRatings is currently in the process of a full audit overseen by the Media Ratings Council, the IAB announced in a press release this week. comScore is now reviewing the MRC's report and proposal for a full audit, but has not yet committed to a timeline, the advertising bureau stated.

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McClatchy reveals its August advertising declined 9.2 percent from the same period last year, while total revenues were down 8.4 percent.

On a year-to-year basis, the company's advertising revenue dropped 8 percent and total revenues were down 7.1 percent.

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As online editions continue to grow in popularity for breaking news, readers still rely on print for analysis, which means stability in newspaper readership for Canada's largest four markets, according to a study released Wednesday.

The Newspaper Audience Databank Inc., found autumn 2006 and spring 2007 readership results from Toronto, Montreal, Vancouver and Ottawa-Gatineau show that half of the country's adults read a newspaper on a regular weekday, while 75 percent said they read at least one on a weekly basis.

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As competition rises in Poland's national newspaper market, publishing company Agora is getting hit hard by the market economy its flagship paper, Gazeta Wyborcza, helped usher in.

“Although Gazeta Wyborcza is very important, over time the importance of traditional media will fade,” Marek Sowa, Agora's recent chief executive appointee, told the Financial Times.

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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.

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