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According to a survey conducted by the Pricewaterhouse company for the U.S. Network Advertising Bureau, online advertising revenue has become a viable revenue model for the magazine, which is a new business for marketers. 2004, online advertising reached 11 billion U.S. dollars,
Rose 38 from the same period last year. 9%, breaking the record set in 2000.
, however, Business-to-business magazine marketers still have a large degree of identity, with less than 10% online advertising budgets.
"Online advertising is not yet a significant upward trend, but it is a constant concern for Business-to-business magazine readers," said Chris Lorenzoni,
Footecone&belding's interactive media commander. ”
is this sense reasonable? Lorenzoni that the conditions are ripe for business-to-business advertising. Online revenue from business-to-business magazines has turned twice-fold over the past few years, with some magazines, online ad revenue budgets up to 20%. In a particularly sophisticated marketing system, the Internet and online are mutually advantageous, he said, "because of lower production costs, online sales will prevail if there is no accident." ”
is benefitnews by Thomson Media's Employeebenefit Newa (EBN) magazine and magazine website. Eom as an example, according to Michel Asser, the online sales director of the website, the website carries out a variety of advertising-sponsored surveys of human resources to enhance the company's competitiveness, and the findings are published in EBN magazine, and Arthur Vera believes: " Today, the integrated marketing approach that we have adopted is not achievable in the dotcom bubble, and now media companies want their money to be spent on the edge. "Eileen Conroy, vice president and marketing director of the Metropolitan Life Insurance Company, said the company had an electronic version of the advertisement to be sent to 45 customers 24 hours a day, but only 5 were left after the elimination." The recently issued electronic version of the human resources director's advertising has 31,000 receipts, through the rate of 51%, compared to the industry average of 20%-25% of the level is much higher.
EBN Magazine publisher Jim Callan says many people worry that online advertising will "Swallow" the share of paper advertising, but fortunately this has not happened yet. The magazine is published 15 times a year and has 65,000 readers. In fact, Benefitnews,com's advertising revenue accounts for only 15% of the magazine's advertising revenue, which comes from existing advertisers, as well as newly developed new advertising agencies that are more interested in website marketing. EBN's biggest advertiser is the Metropolitan Life Insurance Company, AARP and the American Health Care Center, which has been advertising in paper magazines and online magazines. Callan said: "We found that online advertising has eroded the proportion of paper advertising share is very small, online advertising should be more than other ways to achieve greater success." Conroy, of the Metropolitan Life Insurance, agrees with the idea that integrated marketing "can maximize the creativity of its paper magazine by interacting with more readers, which provides valuable guidance to magazine salespeople." "Metropolis Life Insurance has been involved in business-to-business online advertising three years ago, and the company's online advertising budget has grown by 10% per cent a year over the past two years." Although, Conroy admits, there has been a slight drop in advertising in the paper magazine at this stage, but it still accounts for more than half of the overall budget, while the online advertising budget represents only a small minority of the metropolitan Life Insurance Company's entire advertising budget.
Ziff Davis Media company also sees the optimistic side, the company on the website organized by editors and industry experts and sponsors of the seminar, the participants must register on the site to provide their own valuable information, so that sponsors can find readers point of interest, If the readers then log on to the sponsor's website, the sponsor will be able to properly market them. "Such forums allow advertising agencies to find and have a certain number of high-quality readers, as well as to understand what their readers prefer," said Steve Sutton, vice manager of online reader development at Ziff Company. He also said that in his view, interactive marketing provides advertisers with a very reliable "cost/efficiency" financial report. Recently, Ziff hosted a forum sponsored by Intel Corporation, which sold 900 products.
BZ Media company president, CEO Ted Bahr issued a warning, the U.S. magazine online advertising is not entirely like "hype". He was a publisher of Sd-times and Software Test&performance, who feared that the marketing approach lacked the long-term promise of sustained growth in strong advertising, noting that "almost all of these new readers come from the same place, And advertisers have come to terms with them, and there's not much real value. ”
Bahr believes that many of the products on the market are targeted at high-end groups, and he has received 12 emails from Java companies aimed at attracting fifty thousand or sixty thousand of users, "publishers are too excited about online advertising, and in fact they don't have enough advertising money to support them." ”
Lorenzoni points out that the network has become a unique media space because it can access only two interactive clients, allowing advertisers to find readers who only shop and read online. "Many of the sales space comes from online subscribers that publishers cannot achieve through paper subscriptions." The network also allows advertisers to reach small companies. Perhaps only if business-to-business publishers can see the accurate ' cost/efficiency ' financial statements from online advertising, their concerns and concerns about online advertising can be eliminated. To make more efficient use of the web, business-to-business companies remain vigilant for a long time. ”
