As advertising revenue goes online, so should the news
September 30, 2007 by Dave Earley
Filed under Media, Online
It’s really about who first noticed the importance of the online consumer. It would sound good to say the media took a chance going online, and the advertising dollar followed when they noticed how far-reaching it could be. Unfortunately the opposite is more accurate – traditional media are wary about taking a chance on the unproven.
Like it or not, advertising is what pays for the media, and they pay well. Apparently the advertising dollar is worth $12 billion per year across all media.
In 2005 only 5 per cent of that money was spent online.
By 2006 that figure rose to over 8 per cent, and is predicted to grow by 30 per cent a year, reaching $3 billion by 2010.
The moral of the story is, advertisers know online is growing and they’re willing to invest in it. Traditional media need to trust that fact, also be willing to invest, and take bolder chances online rather than being overcautious, or slow to fully integrate. You hesitate and you get left behind.
via The Australian
