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The New York Times is not "leaving revenue on the table." The Times has long been a special case in attracting higher-than-average quality advertising. Conside
by falsestprophet 17y ago
The New York Times is not "leaving revenue on the table." The Times has long been a special case in attracting higher-than-average quality advertising.
Consider these figures from the NYT 2008 10k and that the Boston Globe is probably representative of the class of principle papers in major cities.
Ad revenue by category
National Regional Classified Other
NY Times 70% 13% 15% 2%
Boston Globe 29% 33% 8% 7%
Regional 4% 56% 7% 7%
source: http://www.nytco.com/pdf/annual_2008/business.pdf
- ilamont 17y agoI was referring to unused inventory. Some publishers would rather run low-quality ad networks than house ads, even though it makes justifying higher CPMs much harder.