Paper press will unite in the fight for online advertising
The American Press Institute within the framework of the Newspaper Next project published a global study of the newspaper industry and ways to transform it ( PDF ). Experts are trying to understand what can help traditional media to survive online.
The main problem of paper publishers online is that advertising revenues here pass by them, and go to other players, such as Google and Yahoo . According to the absolute majority of publishers, this is unfair.
The survey showed that the only way to counteract online competitors is to join forces. Approximately 72% of publishers agree that due to the lack of cooperation between paper-based publishers, they lose time and money.
On the other hand, there is no absolute certainty that joining forces will help publishers to take away advertising revenue from Google and Yahoo. Only 49% of publishers are confident that they are able to create an effective organization representing their interests in the fight against Internet companies.
')
What other options are there? Just over half of the publishers (54%) believe that the “enemy” must not be fought, but cooperated. They plan to enter into relevant agreements with Google and other Internet companies.
Paper publishers have noted other negative effects of their own disunity. For example, the difficulty of buying advertising in several newspapers simultaneously, because each of them pursues an independent advertising policy. It’s much more convenient for an advertiser to use a unified interface, for example, Google AdSense, which will help to master an advertising budget of almost any size.
In the face of crisis, the paper press publishers are seriously thinking about joining forces. Together, they can much more successfully sell advertising both on the Internet and on the pages of paper media, as well as more effectively assert their demands on Google.
The main problem of paper publishers online is that advertising revenues here pass by them, and go to other players, such as Google and Yahoo . According to the absolute majority of publishers, this is unfair.
The survey showed that the only way to counteract online competitors is to join forces. Approximately 72% of publishers agree that due to the lack of cooperation between paper-based publishers, they lose time and money.
On the other hand, there is no absolute certainty that joining forces will help publishers to take away advertising revenue from Google and Yahoo. Only 49% of publishers are confident that they are able to create an effective organization representing their interests in the fight against Internet companies.
')
What other options are there? Just over half of the publishers (54%) believe that the “enemy” must not be fought, but cooperated. They plan to enter into relevant agreements with Google and other Internet companies.
Paper publishers have noted other negative effects of their own disunity. For example, the difficulty of buying advertising in several newspapers simultaneously, because each of them pursues an independent advertising policy. It’s much more convenient for an advertiser to use a unified interface, for example, Google AdSense, which will help to master an advertising budget of almost any size.
In the face of crisis, the paper press publishers are seriously thinking about joining forces. Together, they can much more successfully sell advertising both on the Internet and on the pages of paper media, as well as more effectively assert their demands on Google.
Source: https://habr.com/ru/post/4475/
All Articles