http://paidcontent.org/2009/01/19/419-major-mag-publishers-efforts-to-realize-digital-revenues-still-uneven/ The economics of digital content Fri, 13 Dec 2013 18:54:38 +0000 hourly 1 http://wordpress.com/ http://paidcontent.org/2009/01/19/419-major-mag-publishers-efforts-to-realize-digital-revenues-still-uneven/#comment-65991 Tue, 14 Apr 2009 20:44:38 +0000 http://paidcontent.wp.gostage.it/2009/01/19/419-major-mag-publishers-efforts-to-realize-digital-revenues-still-uneven/#comment-65991 Perhaps there will never be parity between online and print advertising, just as it's been thirty years and there still isn't parity between broadcast and cable television. It is unrealistic to expect advertisers will pay the same rates that they did in print; but nor will advertisers continue to spend as much as they previously did on print. (The recession is also accelerating this trend.) However, it is up to publishers to find new ways of delivering value to advertisers, new ways of creating revenue and new ways of improving margins. Because advertisers–and consumers–will not pay the same for less, clinging to the old ways isn't going to benefit anyone, except the competition.

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