The future of online advertising
Kevin Drum asks:
Are magazines generating — or on track to generate — more online revenue than I think? Are there hybrid models out there that I’m unaware of? Or is the future of online versions of existing print journalism as bleak as it looks? Comments?
I take the optimist’s approach. I think online advertising has to catch up to print advertising. Once the ads get better and more targeted, and they find better ways to integrate them – and once the online audience gets bigger – I think you’ll start to see more revenue generation. I also think companies like Google have a huge incentive to keep interesting content on the web, including actual news. So I suspect we’ll see Google and other ad companies finding ways to improve ads and the revenue they generate for publishers. Symbiosis is key.
Also, I think you’ll see a lot more revenue generated through devices like the iPad and other readers.
Bottom line: I think we’re still in the early days of the internet and there’s a lot of smart, innovative people out there who will find ways to make money. There’s also a demand for news, so I can’t see how that’s going to just disappear. Honestly, I have no way of predicting how news and online news and magazines are going to look in a few years, but I don’t think they’re going anywhere.