In the search for new ways for journalism to do business, one of the biggest challenges is sorting through the effectiveness of advertising.
While technology permits much more tailoring and targeting, has the audience necessarily found advertising on the Internet effective?
A recent U.K. study from Dynamic Logic indicates that print advertising remains the most positive in reception from consumers (52 per cent), ahead of outdoor (50 per cent) and television (49 per cent). Surprisingly slow is the consumer response to embrace online advertising, either through search (28 per cent) or display (21 per cent).
