Magazine article Editor & Publisher

Ad Strategies Change

Magazine article Editor & Publisher

Ad Strategies Change

Article excerpt

Internet panic subsides

Money may not lead to happiness, but it can ease worry. Just ask newspaper ad executives, at least a few of whom worked themselves into a panic a year or two ago about the perceived Web threat.

But now with ad revenue pouring into the printed page and newspapers busy soliciting ads for their own online sites, industry ad executives are less fearful about a Web monster grabbing their booty.

"Where there was the potential for panic -- and in some cases there was panic," recalls Chuck Paul, Competitive Media Reporting's major accounts manager and director of client services, the attitude now has become more one of "cau- tious concern." He says ad execs "are more concerned with identifying the long-term Internet players and understanding what benefits they bring to advertisers."

Newspapers' revenue hasn't "been particularly negatively affected by Internet advertising so far," explains Paul, who points out that the Net remains "in its infancy" and may still rock its old-media uncle in the future. …

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