RatcliffeBlog - Mitch Thinking Out Loud

Where the Ad Dollars Grow

Where the Ad Dollars Grow

MediaPost reports that Internet advertising is down 18.17 percent year over year, as of the end of the third quarter. B2B magazines are right behind, with a decline of 17.40 percent. But there is a difference in impact for these two figures -- magazines go away without ad revenue (say goodbye, Industry Standard, Upside, etc.) while more ad space is sold at lower CPMs on the Internet. Yes, some sites are going out of business, but keeping a site alive with fewer people is easier than producing a magazine that becomes economically impossible to publish when it falls into the 80-pages per issue range.