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How online advertising will make a full recovery.

     
8:01 pm on Jan 25, 2002 (gmt 0)

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Vital Signs [adweek.com]

Great article about reassessment of online advertising.
72% of Americans are:
- online avg (approx) 10 hours per week
- are spending less time with books, magazines and newspapers
- spending 37% less time with TV than non-Internet users

"Marketers can't afford to sit idle. Web consumption is growing at a much faster rate than other media."

Recovery will happen.

"One hundred million Americans can't be wrong."

8:47 pm on Jan 25, 2002 (gmt 0)

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I agree with the recovery prospects Drastic :)

However,

>"One hundred million Americans can't be wrong."

AOL uses the same argument to imply that we should all switch to AOL. In Logic it's called a fallacy because it's a deceptive argument based on a false or invalid inference.

8:59 pm on Jan 25, 2002 (gmt 0)

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>100 Million

It's the
72% of Americans are:
- online avg (approx) 10 hours per week
- are spending less time with other media across the board

that impresses me.

>Recovery will happen

Online advertising has already picked up for me (direct sale). In my web publishing ventures, 2001 was a profitable year and 2002 is going to be better. The target for 2003 looks do-able (if I haven't sold out to some print mag and retired).

9:57 pm on Jan 25, 2002 (gmt 0)

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>that impresses me.

That hit home with me as well.

Glad to hear things are picking up for you. BTW, what's your 2003 target?

10:36 pm on Jan 25, 2002 (gmt 0)

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>2003

12cents/unique net operating income from the publications. I'd like 30% from affiliate and brokered networks, 70% from ads (direct sale or private broker). I relied too heavily on the affiliate angle in 2001... mostly because there weren't clients to deal with.

 

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