Newspapers saw double-digit growth in their online advertising revenues in the second quarter of 2005. It's nice to see the trend of online and print initiatives coming together rather than being treated as totally separate entities.
Robert Jordan, co-chairman and co-founder of International Demographics, Inc., parent company of The Media Audit, explains that newspapers and their Web sites are really one media as opposed to two. "Newspaper Web sites are an extension of the newspaper and add audience to the reach of the printed edition. Also, newspaper Web sites are updated throughout the day, which improves a newspaper's ability to complete with television news programs with up-to-the minute breaking news information."
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