Wednesday, December 26, 2007

Old media gets more expensive, less efficient

Monday’s New York Post highlights a trend affecting advertisers looking to reach eyeballs and ears in almost every “old” media venue: they’re paying more for less.

Although it seems counterintuitive, it's the law of supply and demand. As the TV audience shrinks, advertisers have to buy more ads to reach their target number of viewers. But that increased demand for ad slots creates scarcity, which in turn leads to rate hikes.

Pair this with print ad costs rising as subscription rates drop, it’s easy to see why advertisers are looking for new ways to reach their audiences.

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