Digital payoff is smaller than expected for media firms

01/2/2013 | MediaPost Communications

Digital is shaping up to be a less lucrative avenue for traditional media firms than anticipated, according to figures that show legacy avenues remain primary ad revenue drivers. For the first three quarters of 2012, digital advertising accounted for about 15% of total newspaper advertising sales, according to the Newspaper Association of America, despite an increase in online readership. Radio, meanwhile, posted digital-ad revenues of $561 million in the first nine months of 2012, a fraction of the $12 billion the industry generated in ad dollars during the period.

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