A Folio: and Readex survey conducted last year showed that print remains the dominant revenue stream for publishers. That’s in spite of the fact that print advertising is declining and both readers and advertisers are flocking to the Web. Much of the problem stems not from a lack of investment in online media, but from a lack of understanding on the part of publishers on how to monetize their Web properties.
Monetizing The Web In The New Year
The issue is two-fold. For one, setting print advertising rates is second nature in the publishing industry and is often done using a rate base or by using paid or controlled circulation models. But setting advertising rates online is more difficult and publishers often find themselves with the quandary of whether to set rates according to Web traffic or impressions, or according demographics or how much time users actually spend on their sites.