Five reasons why accepting online advertising can be valuable for some online publishers
Online advertising is a way of life and a way of business for many publishers. We can think of at least seven different legitimate ways respected publishers are making money through online advertising, which we have written about in the past. But this post is about why those publishers choose online advertising as a revenue model.
One note before we begin, is that if you’re traditionally advertising-driven, we think it’s a good idea to consider how you can increase revenue with web magazines and other digital subscription products like magazine clubs.
But the benefits of online advertising, from popups to native advertising, are numerous. On your own Portal or any other website, you can build revenue readily, especially when you’re doing it in conjunction with organic audience development efforts.
The five benefits of online advertising
Benefit of online advertising #1: Cost efficiency
Online ads are viewed by millions of people, 24 hours a day. You can’t say that about print advertising or direct mail. When you’re managing a free content Portal, you can set up ad servers that do a lot of the work for you; You can accept ads with little management on your end.
Benefit of online advertising #2: Native advertising/advertorials
Advertorials, also known as native advertising, were once anathema to print publishers. But today, with greater care taken to produce truly relevant and valuable content, and to mark the advertorial as exactly what it is, these native advertisements are becoming much more widely accepted on the Internet. The best part is that advertisers are willing to pay top dollar for them if you produce the content on their behalf.
The best advertorials showcase the advertiser’s expertise without being blatantly promotional. Check out all the different types of native ads, and then a few native advertising examples who are knocking it out of the park, then try to produce the same for your advertising clients.
Benefit of online advertising #3: Segmenting
If you’re in a niche, you can get paid more by advertisers because your audience is so targeted. For example, if you publish knitting magazines, you can offer 100% relevancy for knitting sites and yarn shops. If you’re a regional magazine, you can attract advertisers from your specific geographic areas. There’s no waste and lots of direct contact with exactly the people who will appreciate your advertiser’s content.
Benefit of online advertising #4: Interactivity
With types of shareable media like video, you have many more places to offer ads. Even more, if your content is good and gets shared, so do the ads for your advertisers.
Benefit of online advertising #5: Options
The there are so many different types of web advertising, it’s hard to choose what will work best. In addition to native ads, there are the sponsorship advertising models, like CPM, CPA, CPC, DIR, and our favorite, SEA. Within all of these, there are even more ways to accomplish your revenue goals, but spend time first to determine which one works best for your organization.
Online advertising is one way to generate revenue, but if you’d like to take a new look at your business from a new revenue standpoint to determine how you can increase your online audience, revenue and profits with web magazines and digital products, please schedule a time to talk with a member of our marketing services team.