---- 'Click Fraud' Threatens Foundation of Web Ads (Wash Post)
gregbo - 6:16 am on Oct 25, 2006 (gmt 0)
but most of them earn just a minimal fraction online of what they can demand from offline advertisers. compared to online pricing models, ad pricing for print is unjustifiable and exorbitant with hardly measurable performance. they can get away with it yet, but it's getting harder and harder as even loyal advertisers recognize the loss of readers and the unbeatable advantages of online campaigns.
Over time, they will move more of their operations online as print readership declines, or the cost of maintaining it becomes unjustifiable. This said, it's not in print media's best interests to cast stones at search engines or online ad networks because they will have increasing exposure to online ad fraud.