Report: Two of Three Online Mags Have Web-Only Advertisers

  • June 29, 2005
Two-thirds of consumer magazine Web sites run ads from marketers that don't also advertise in the print editions, according to a recent study by magazine publishing group International Federation of the Periodical Press.

The report, based on an April survey of 71 consumer magazine Web sites worldwide, found that 66 percent of such sites report that they have Web-only advertisers--up from 53 percent two years ago. U.S. Web sites surveyed included Meredith Corporation, PC World Communications, and Readers Digest Association.

Almost eight in 10--77 percent--of the sites surveyed said they offer marketers print/Web packages, up from 65 percent in 2003. Additionally, 20 percent of respondents say they offer marketers contextual advertising.

The majority of respondents--54 percent--reported that they were profitable, while 18 percent said they were breaking even and 17 percent reported losses. Two years ago, just 26 percent of the consumer magazine Web sites surveyed said they were profitable, while 38 percent reported losing money.

About one in three--31 percent--said they optimized their sites for search engine crawlers. Around the same proportion--30 percent--now use RSS feeds.

--Wendy Davis

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