Brainworks Software: April 2007 Archives
A group of 12 newspaper companies and Yahoo have expanded a deal formed in November last year. The agreement stipulates for shared content and the cross-selling of ads beyond the integration of local papers with Yahoo-owned HotJobs.com listings described in November. Graphical advertising will be routed through Yahoo's ad-serving, targeting, and inventory management system. Yahoo's sales force will sell newspaper inventory to national advertisers. In turn, each member newspaper sales team can sell online inventory controlled by Yahoo to local advertisers.
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Ad spending on the Internet is a fact of life. A report by London-based ZenithOptimedia claims that Internet advertising will continue meteoric growth through 2009. Furthermore, the report notes that by 2008 Internet ad spending will overtake spending for radio advertising and move into fourth place overall in worldwide ad spending. The question is, are newspapers taking steps to get their share? From the article:
"While the Internet -- with a total predicted ad spend in 2007 of $31.3 billion -- has a long way to go to reach the $168 billion spent on TV ads, it can hardly be considered a fringe or ancillary medium any longer, said ZenithOptimedia Head of Publications Jonathan Barnard. 'It's now, really, a mainstream advertising medium, and it has overtaken outdoor and radio, two of the longest-established traditional media,' Barnard told ClickZ.
"The report does not break down Internet ads by type. Another ZenithOptimedia study, conducted last year, estimated 35 percent of Internet ad money went to display ads in 2006, 43 percent went to search, 19 percent went to classified, and 3 percent went to other forms including e-mail and mobile."
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"While the Internet -- with a total predicted ad spend in 2007 of $31.3 billion -- has a long way to go to reach the $168 billion spent on TV ads, it can hardly be considered a fringe or ancillary medium any longer, said ZenithOptimedia Head of Publications Jonathan Barnard. 'It's now, really, a mainstream advertising medium, and it has overtaken outdoor and radio, two of the longest-established traditional media,' Barnard told ClickZ.
"The report does not break down Internet ads by type. Another ZenithOptimedia study, conducted last year, estimated 35 percent of Internet ad money went to display ads in 2006, 43 percent went to search, 19 percent went to classified, and 3 percent went to other forms including e-mail and mobile."
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