Newspaper Online vs. Print Ad Revenue: The 10% Problem

Using the New York Times as an example, Scott Karp investigates the “10%” problem and how it seems impossible for the New York Times or other newspapers to begin to value online ads at a premium, the same as they do in print, rather than making online look like a giveaway by comparison.

So for $10,000, you get a 20% share of voice on the homepage for a full month. For the same $10,000, you can also reach about 1 million people in the daily print edition, for ONE day, with a 10 column inch ad (based on open rate of $1,056 per column inch), which is about 1/12 of a page.

With such a disparity in how the New York Times values its print advertising and how it values its online advertising, is it any wonder that it suffers from the 10% problem?


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