Media Online: Implications For Brand Equity
Newspaper publishers' expenditure on internet operations has been massive. Regional publishers in particular have made huge investments, initially to protect classified advertising revenues, which account for nearly 70% of their traditional revenue streams. Today, therefore, with its growing popularity (Exhibit 1), the internet plays a much larger role in their businesses, and the reputation and performance of publishers' print titles and online offerings are increasingly inter-dependent.
A new report, Investing Media Brand Equity Online, published by the Newspaper Society, draws together some important findings about the development of publishers' new media strategies. It finds that their online products now play an important role both in driving print sales and building brand equity both consequences that ultimately benefit the advertiser.