Dive summary:
- Overall digital ad sales have grown 114% in the last six years, but newspapers have seen only 19% growth in digital ad sales.
- Newspaper digital ad sales have struggled because they rely on banner ads and classified ads.
- Search advertising has been half of digital ad sales since 2008, and newspapers are not able to take advantage of search advertising.
From the article:
… While the IAB (Internet Advertising Bureau) reports that mobile advertising has doubled in each of the last three years, most newspapers have only rudimentary capabilities in this rapidly developing area. Publishers also are weak contenders in video, the next-biggest area of growth after mobile. …
