Web Sites Stealing Ad Dollars from Newspapers
The overall percentage of advertising dollars going into newspaper advertising is slipping, while Internet and cable TV advertising is growing. One reason behind this growth in online advertising is the ability to measure click-through results and target ads to specific demographics. This way, advertisers get metrics and can direct their messages to the desired markets to save money. Newspapers, for their part, are fighting back with inserts that can be tailored to specific ZIP codes. Yet this may benefit smaller regional newspapers rather than the big-city dailies.
Source: The New York Times