Sarah Ellison and Suzzane Vranica report today in The Wall Street Journal that for most newspapers, online advertising growth won’t be as strong as predicted. Blogs and other news sources such as myspace are partly to blame:
Media buyers also indicate marketers are beginning to look beyond traditional journalism sites, realizing many news junkies go elsewhere, too. “Advertisers are getting less scared of blogs and newsgroups and now are beginning to take money away from the traditional newspapers’ sites,” says Greg Smith, chief operating officer of Neo@Ogilvy, an interactive ad agency owned by WPP Group’s Ogilvy & Mather, New York.
Another significant drain profiled is the move toward search-focused ads, which of course is a key source of revenue for many bloggers. FYI that we’ll be hosting sessions contrasting ad networks for bloggers at our next event.
Newspapers, Ogilvy,
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