LOS ANGELES -- On the Web, newspapers and magazines sell advertising products quite similar to the ads they peddle in print. Publishers typically sell advertisers on the notion that they can build their brands simply by plastering marketing messages next to high-quality articles, photos and videos.
Fortunately for those media firms, a new study suggests that advertisers will actually pay top dollar for a different kind of access to news readers.
In a report released Monday, advertising broker and technology firm Pontiflex says that marketers will pay publishers an average price of $2.27 for each reader they can convince to fill out a form with their real name and e-mail address, along with a few bits of personal data such as their Twitter handle, phone number or answers to questions about their shopping habits.
No one knows which model will dominate the monetization of professional content. But with publishers struggling to justify the cost of creating content and competition for user attention growing ever more intense, advertisers and Web users should expect a lot of advertising experimentation.
Excerpts from
Forbes
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