US newspapers create a single advertising platform
The creation of a single advertising platform was announced by the largest publishing houses Gannett , McClatchy and Tribune . The Big Three GMT controls the newspaper business in most states. They own hundreds of newspapers and websites.
The joint alliance codenamed Open Network serves a big purpose: to return advertisers to newspapers. As can be seen in the comparative chart, the growth of advertising revenues of American newspapers slowed down dramatically, and in 2006 it was completely negative, while online advertising grew at a rapid pace for the fifth year in a row. Advertising budgets go to the major portals of Yahoo and MSN, as well as the Google advertising network.
Of course, representatives of the newspaper business are looking for any ways to remedy the situation. Surveys of publishers have long shown that they see their main hope in the fight against portals in combining their efforts. And at the end of last year, the process finally began. In November 2006, a group of publishers led by Hearst and MediaNews Group announced a collaboration with Yahoo . And now the competing, even larger group of GMT publishers has created a common advertising platform in order to master the budget of large advertisers. Automakers, telecoms, mobile operators and other large companies need global reach. According to statistics from PricewaterhouseCoopers, these largest advertisers account for 75% of all advertising on the Internet.
Each member of GMT will allocate for the Open Network 10% of advertising space on their sites. This applies to the sites USA USA , Chicago Tribune , Los Angeles Times and dozens of others. The company Centro LLC also participates in the creation of an advertising platform. The project is still under development, but the official launch of the Open Network may take place this year.
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It must be said that professional publishers for several years have been steadily strengthening their positions online, taking readers from purely online pioneering publications.
The joint alliance codenamed Open Network serves a big purpose: to return advertisers to newspapers. As can be seen in the comparative chart, the growth of advertising revenues of American newspapers slowed down dramatically, and in 2006 it was completely negative, while online advertising grew at a rapid pace for the fifth year in a row. Advertising budgets go to the major portals of Yahoo and MSN, as well as the Google advertising network.Of course, representatives of the newspaper business are looking for any ways to remedy the situation. Surveys of publishers have long shown that they see their main hope in the fight against portals in combining their efforts. And at the end of last year, the process finally began. In November 2006, a group of publishers led by Hearst and MediaNews Group announced a collaboration with Yahoo . And now the competing, even larger group of GMT publishers has created a common advertising platform in order to master the budget of large advertisers. Automakers, telecoms, mobile operators and other large companies need global reach. According to statistics from PricewaterhouseCoopers, these largest advertisers account for 75% of all advertising on the Internet.
Each member of GMT will allocate for the Open Network 10% of advertising space on their sites. This applies to the sites USA USA , Chicago Tribune , Los Angeles Times and dozens of others. The company Centro LLC also participates in the creation of an advertising platform. The project is still under development, but the official launch of the Open Network may take place this year.
')
It must be said that professional publishers for several years have been steadily strengthening their positions online, taking readers from purely online pioneering publications.
Source: https://habr.com/ru/post/4932/
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