From the war and oil loving land of US, reports show that the newspaper industry are having problems with attracting and keeping ad revenue. One of the big villains appear to be the online digital medias who now a day steel much of the attention. When the number of easy accessible media channels increase, the competition for the ad-dollar harshen.
Before the web newspapers, television and radio were the best choice, but it came with a huge price tag, and still does. In todays connected and digital world with increasing media channels, the possibilities for big and small companies become better. Not to say the online medium always prevail. The diverse digital space have made it more important than before to fully understand and differentiate the mediums. According to me, one of the biggest advantages with online marketing, is the measurement one can track. Total overview of how the spent ad-money converge. And how the advertiser themself can control the ad, images, text and messages, in realtime! Take Google Adwords for example, my primary work tool. You have the ability to write your own ad, choose keywords, budget to spend over a day/week/month. And best of all, you connect with people who are out actively searching for something and you can track exacly how your ad converted.
I think print press have (as indicated in the news linked top of the post) some though years ahead when companies find the digital space to be a more efficiant and cheaper way to market and communicate directly to their audience.
[Update] Search Engine Watch published a long good article of the decline in newspaper ad revenue, and how this leads to job cutback in the journalistic profession. Some changes must be made to stand a chance competing with the high pace of free up2date-minute news the web provieds.
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