October 26, 2009
It looks like ad networks are scooping newspapers, at least in terms of ad spending.
In a report in today's Times, Stephanie Clifford's article, "Online Rally May Sidestep Newspapers" (http://bit.ly/2gvIiJ), suggests that "newspaper sites are the patent-leather stilettos of the online world: they get used for special occasions, but other shoes get more daily wear." Colorful language.
Ms. Clifford cites a recent Mercedes-Benz USA campaign that used The Washington Post, The Wall Street Journal and The New York Times for an online roadblock, buying expensive 3-D ad units on the front pages but then quickly migrating the campaign to smaller, less expensive, more efficient sites via ad networks.
This could be an ominous trend for the big newspapers.
Ms. Clifford also cites research that suggests "as long as an ad looks good, it does not matter whether it runs on a fancy site or a lower-end site." Ouch!
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