An interesting study: Routes to success for consumer magazine websites (PDF) (Reuters)
Most sites have gained new advertisers on the web who do not advertise in the print products.
The proportion has risen from 53% in 2003 to 66% in 2005.
The web-only advertisers are attracted by a range of factors. These include the interactive
possibilities, the ability to receive sales leads or direct response, the size of the audiences
available, the new/different audiences on offer, and the measurability of the internet audience.
Speed of delivery and updating is another attractive feature.
20% of the sites offer contextual advertising – that is, relating the ads shown on-screen to the
keywords that surfers employ when using search engines.
Contextual advertising obviously gains popularity among advertisers.
(via Rogers Blog)