Monday, April 17, 2006, 06:38 PM - Advertising
Ed Kohler at Technology Evangelist examines the key differences between print and online advertising. Ed pointed out some obvious disadvantages of print advertising, like limited targeting options and the fact that print ads grow stale and don't provide ongoing revenue for the publisher.
Online advertising allows various ways to target - by keywords, region, language or demographic factors. Ads are stored and served separately from the articles, which allows serving current ads on archived content.
One of the other key differences is that the marginal cost of managing smaller advertisers is very high for printed newspaper, but it is close to zero for online publishers. This opened a whole new market which was not available to printed media. Small advertisers with tight budgets are motivated by the possibilities of having better control over their spending and the performance of their ads when bidding online.
