Ad blockers have hit publishers hard, further eroding
Posted: Wed Feb 19, 2025 10:20 am
The press is facing new competition. that of platforms. Google and Facebook know their users much better than any other site thanks to all the data collected. The quality of advertising targeting is much more valued than that of others, including the press.
To try to increase the value of their advertising spaces, some macedonia cell phone number list have relied on their premium content to attract major brands keen to be associated with quality content. Others, like the Financial Times, have sought to better target their readers by offering some free content in exchange for personal information. More generally, "digital advertising is not a sufficient source of income" according to Frances Cairncross.
. Especially for the local press which is directly affected by the geolocalized advertising offered by the platforms. This is the reason why some newspapers have launched online subscriptions to diversify their revenues, including some successful ones like the New York Times or the Washington Post. But " while online subscriptions work relatively well for major national brands or specialist newspapers, this is not at all the case for the local press or tabloids," she adds.
To try to increase the value of their advertising spaces, some macedonia cell phone number list have relied on their premium content to attract major brands keen to be associated with quality content. Others, like the Financial Times, have sought to better target their readers by offering some free content in exchange for personal information. More generally, "digital advertising is not a sufficient source of income" according to Frances Cairncross.
. Especially for the local press which is directly affected by the geolocalized advertising offered by the platforms. This is the reason why some newspapers have launched online subscriptions to diversify their revenues, including some successful ones like the New York Times or the Washington Post. But " while online subscriptions work relatively well for major national brands or specialist newspapers, this is not at all the case for the local press or tabloids," she adds.