Preston, P. (2015) ‘Advertising Promised Land has become a
digital desert’, [internet] Available from http://www.theguardian.com/media/2015/nov/29/advertising-promised-land-digital-desert-online-ad-reveues?CMP=share_btn_tw
[22/12/15]
- Using the example of the Daily Mail – one of the most popular news websites, and it regularly updates their shareholders meaning you can see its progress/revenue pretty clearly
- In the 80m digital revenue expected, only 73m transpired. 41% growth has slowed to 18%. This is still growth, but ‘it also signals a grinding halt to vaulting expectations’
- The problem is not readership, with ’13.2 million unique browsers every day’. The fact is that this is ‘not yet a success with profits to match’
- Why? – ‘the curse of ad blocking: 18% of UK adults, on the latest surveys, now block away’
- There is NOT a transition from print to digital. Because ‘a problem for papers that foresee some gradual replacement of all print endeavours by digital versions. Where does the money come from?’
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