What Is Web Media Online Advertising?

print media versus web advertising

• Do you know of anywhere I could get some information on periodical advertising verses web advertising? Our company is in mountain land and ranch property sales, and we spend a fair amount on print and are investigating the benefits and potential of using the Web more. Thank you.

• Answer:

  Hi optisite, Good day and thanks for your question. With the rising of the internet, web advertising has become the preferred advertising medium for a global audience. Traditional printed advertising costs are extremely high in comparison to Internet advertising. However, if you are targetting a local audience, print advertising is probably better as far as returns are concerned. In a nutshell, Web Advertising : - Colourful, Animated content that can be constantly updated - Your company displayed 24 hours a day, 7 days a week, 12 months a year in any part of the World - Audience of 100 million + - No distribution or printing fees - Can be easily updated Print Advertising - Static content that becomes dated quickly - 1 page of a newspaper for 1 day ($25000 for full colour advert in a major newspaper) - Audience perhaps of maybe a couple hundred thousand if a major paper There are a number of discussions on the web on this issue.According to the CWA (Communications Workers of America) Yellow Pages, "Print vs. web advertising impacts distribution cost. The long range evolution could ultimately see the Internet replacing print as distribution." There is a comparison between the two at http://www.sanddollarwebs.com/Comparison.htm Here, the author does not take banner ads and pop-ups into consideration, but a website. After all, there is no better way of advertising your company than having a website. On a cost per sales basis, more businesses are discovering that they can use the Internet as an advertising medium for less than 5% of the traditional costs. In a small business Internet survey, 56% of small businesses on-line today regard the Internet as "essential" to the success of their business. 60% of those who accept orders on their web sites report sales gains due to their on-line presence amounting to about 23% of total sales. There is an excellent article comparing advertising in the LA Times newspaper, and latimes.com website "One Publication with Two Versions: Los Angeles Times vs latimes.com" http://www-scf.usc.edu/~jeeinchu/jour550.html One paragraph says, "Comparing the Los Angeles Times and latimes.com, the first notable difference between the two is that there is no advertisement on the front page of the print version, whereas there are five or six advertisement banners on the first page of latimes.com." "Web advertising offers the greatest scope for accurately targeting who will see an advertisement, and what will be the specific content of the advertisement, which is totally unlike broadcast and print media. Outstanding accuracy of demographics is one of the single greatest advantages of web advertising." Source :: http://www.allwonders.com/adsprofile.html Some more useful documents : Does Web Advertising Work? Memory for Print vs. Online Media http://www.psu.edu/dept/medialab/research/webad.html Note : This is only an abstract. For a complete report of this research, see: [] Sundar, S. S., Narayan, S., Obregon, R., & Uppal, C. (1998). Does web advertising work? Memory for print vs. online media. Journalism and Mass Communication Quarterly, 75(4), 822-835. [] Sundar, S. S., Narayan, S., Obregon, R., & Uppal, C. (1997, August). Does web advertising work? Memory for print vs. online media. Paper presented at the annual conference of the Association for Education in Journalism and Mass Communication, Chicago, IL. Advantages of advertising on the Web compared to other media http://effectivewd.com/web/advant.htm FAQ on advertising on a website http://www.thewebpages.com/advertise/twpfaq.asp Web Advertising: A look at types and costs by Ron G. Cheek (University of Louisiana, Lafayette), Michelle B. Kunz (Morehead State University) & Peggy Osborne (Morehead State University) http://www.sbaer.uca.edu/Research/2001/ACME/52acme01.htm "The purpose of this article is to review five methods of advertising on the web: banner ads, direct emails, sponsorship, keyword, and link strategies such as inicro-sites. This summary will outline the function of each and the various pricing strategies" Note : When I tried to access this URL, I got a HTTP 500 Internal Server Error. In case you get the same too, you can view the article from Google's cache - http://216.239.33.100/search?sourceid=navclient&q=cache:http%3A%2F%2Fwww.sbaer.uca.edu%2FResearch%2F2001%2FACME%2F52acme01.htm Off the topic, the following gives an idea about the power of the web Calculating Cost Per Hire - Print vs. Web Today, a number of sources routinely calculate and publish CPH figures. Perhaps the best known calculation comes from the Employment Management Association (EMA), a special interest group of the Society for Human Resources Management. Its 1997 figures came in as follows: CPH with print advertising $3,295 CPH with the Internet $377 The algorithm used to calculate these figures was developed by EMA, in conjunction with the Saratoga Institute. It is: CPH = [(AD + AF +ER + T + Relo + RC) / H ] + 10% Where: AD represents your ad costs AF are agency fees ER are employee referral costs T is travel Relo is relocation costs RC represents the fully loaded cost of all recruiter's time 10% is a historically derived figure for all overhead and administrative support. I hope this answers your question. If you have any clarifications, please don't hesitate to ask. Warm regards, aditya2k Search Terms : "Web vs print" advertising, advantages of web advertising, research on web advertising