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The Rise of E-Advertising and Its Impact on Print Media

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The Rise of E-Advertising and Its Impact on Print Media
The rise of e-advertising, or online advertising has had a huge impact on traditional print media. The newspaper industry in particular is under increasing pressure to compete in this age of new communication technologies as advertisers move from print to online. This pressure can be seen through the increase in online advertising and the decline in print advertising. Newspapers have responded to the loss in advertising revenue in different ways from converging with digital mediums to create non-news sites to win back business lost to other classified advertising platforms, offering online sites with packages for print and online advertising or through cutting jobs, closing or merging with other newspapers. Through identifying the impact that online advertising has had on the newspaper industry it is apparent that in an effort to stay profitable, it is imperative for newspapers to embrace convergence to gain shares in the increasing online advertising expenditure.

Print newspapers generate their revenue from advertising and circulation with advertising being the most dominant source of the two (Turow 2009, p.317). On average, 80 percent of daily newspaper’s revenue and 90 percent of weekly newspaper’s revenue is from advertising (Turow 2009, p.317). As advertising is what sustains all newspapers (Hirst & Harrison 2007, p.94), the newspaper industry is finding itself under increasing pressure to compete in the digital age. This pressure has been mostly due to the rise of online advertising. Online advertising has created a new source of competition for newspapers as they begin to see their “advertisers are following their target audiences to the Internet and taking money that traditionally has gone to newspapers and using it for online advertising” (Turow 2009, p.320). Advertisers are increasingly moving to online and in 2007, the top 100 advertisers in the United States, “who represent 41 percent of the total advertising spending, shifted about $1 billion […]


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