Unter dem Titel «Can Traditional Media and the Web Coexist» (PDF) schreibt Arnon Mishkin, Media-Consultant bei der Mitchell Madison Group:
«The newspaper companies have created enormous traffic to their local web sites – this week they announced that almost half of American web users use newspaper sites and they generate over 3 Billion page views per month. Unfortunately that’s not nearly enough. Even if they were able to sell advertising at slightly over $10 per thousand – a very high average – they would generate a total of $450 Million per year – or about 10% of the cost of running newspaper newsrooms.
[…]
Web advertising is likely never to be able to support content businesses on its own. [...] In the web 2.0 environment, there are too many ways to either identify target audiences (through search, behavior, and IP addresses) or create mass businesses (Social networking, portals) that do not require investing in content – and too many ways for advertisers to build their own communities – and as a result there is little place for content to have appeal for advertisers.»
Sag ich’s doch: «Der verschenkte Leser»
Nur, «Somebody does have to pay for the Baghdad bureau», meint zumindest Ann Moore, CEO von Time Inc., in der aktuellen Ausgabe des «Economist».