Interesting take…no mention of the comparative cost of online publishing compared to TV and print.
How can 20 million online users be worth less to advertisers than 1 million print readers? Welcome to digital’s ongoing struggle to decide whether superior ROI and engagement capabilities are worth ad rate equality.
“How can 20 million online users be worth less to advertisers than 1 million print readers?”
Simple explanation:
“But in terms of efficiency yields from the cost of media, forget it. Not only is it more illusion than reality, but by focusing on it, agencies aren’t taking care of their clients’ business.”