Digital advertising spending is set to overtake print in the US. But a new study by PEW suggests that these new digital dollars aren't going into the pockets of news organisations.

The Pew Research Center's Project for Excellence in Journalism analysed the websites of 22 newspapers, TV networks and digital news publications like the Huffington Post, and concluded that "even the top news websites in the country have had little success getting advertisers from traditional platforms to move online."

Pew found that most news organizations are highly reliant on banner ads, and have failed to diversify into video or pop-up advertising or to target ads at specific users as Google and Facebook do.

The report initially found that of the 22 news organisations in the study, only three - CNN, The New York Times and Yahoo News - made "significant" use of targeted ads. A follow-up analysis six months later found that two more sites - the LA Times and The Atlantic - had increased their use of targeted ads, but the proportion of customised ads compared to blanket ads was still small.

The Wall Street Journal is planning to expand its targeted Professional Edition for chief financial officers (CFOs) and other senior financial executives with a customised version, FinChannel.com reported today. This initiative is scheduled to launch in spring 2011.

"Utilizing the Journal as a window for specialized content, the new product will provide CFOs with a comprehensive, targeted news feed and archive with real-time coverage focused on accounting, tax, regulatory matters, financial markets, strategy, operations and management, along with customizable tools, features and newsletters - all built to serve the specific needs of CFOs," according to a press release posted on DowJones.

"We are continually looking for ways to serve readers and users with the most relevant content in an innovative and timely manner," Daniel Bernard, chief product officer of the WSJ Digital Network, was quoted as saying by FinChannel.com. "The expansion of The Wall Street Journal Professional Edition - with its unmatched breadth and depth of content from thousands of sources - will provide the CFO community a comprehensive, customizable product to stay in the know on topics and news that matter most."

Elle Magazine UK has announced the launch of three additional fashion channels on its website, Brand Republic reported today. According to a spokeswoman, the initiative is a reaction to the 40 percent surge in organic traffic to the site and demand from advertisers.

"Elle UK has enjoyed phenomenal growth over the past year and I am delighted that we are able to respond by adding innovative content that will further add to the ELLEuk experience, expanding the breadth of our editorial coverage and boosting our advertising inventory," said Anna Jones, the publisher's digital and strategy director.

The title, published by Hachette Filipacchi, now has "Fashion", "Style" and "Shop" alongside previous channels like "Catwalk" and "StarStyle." In "Shop" (left), users can browse through weekly shopping selections and then be redirected to the appropriate websites. The "Fashion" channel incorporates an "Ask the Experts" section while "Style" bears tips on what to wear for specific events.

Image via Brand Republic

Elle UK had an ABC circulation figure amounting to 195,625 for the first half of 2010. It has more than 162,000 followers on Twitter, Brand Republic informed.

Only 17 percent of Internet users find online advertising to be appealing and most people considered it to be "intrusive, repetitive, unappealing and cheap," a study conducted by Connect Insight revealed, NewMediaAge reported today.

However, younger audiences are more willing to accept online ads as 24 percent of the 16-to 34-year-olds do think this type of advertising is appealing. Nonetheless, 50 percent of those over 55 years old said they avoid websites where ads would pop up and "interrupt their online activities," NewMediaAge explained.

Photo source: Physorg.com
"It illustrates the need for advertisers to understand their target audience, their online behavior, mindset and attitude to advertising in order to deliver impactful online communications," director of Connect Insight Faye Weeks said when commenting the survey results, Media Week quoted.

The agency explained that the differences in opinion among age groups are related to the early Internet experiences that older users had. Back then advertising was used in an intrusive way, while now the younger generation directly interacts with brands and companies through social media.