When Traditional Ad Spend Doesn’t Flip Online: Business Week
An article says that any rise in online advertising sales isn't supporting the decline in revenue from the paper magazine's efforts....
A while ago I wrote an opinion piece where I wondered what will happen if the anticipated movement of advertising spend from traditional media to online media doesn’t happen. I argued that the large number of ‘free’ ways for brands to communicate with their customers makes it more and more unnecessary to spend money on advertising. Business Week’s revenue figures reported in the New York Times seems to be echoing this theme. In a piece that picked at the bones of an information memorandum offered to potential buyers of the weekly news magazine, Stephanie Clifford says that any rise in online advertising sales isn’t supporting the decline in revenue from the magazine’s traditional ad-sales efforts:
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