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to the value of the money they will spent. As advertisers start to understand what it can do for them, online advertising is an attractive proposition." Until online ad revenues catch up with online publishing, there are plenty of other ways to make money on a digital platform — without having to relearn the entire business. Conceptually, digital is not that dramatically different than print. "A publisher's Web site functions like a newsstand and an e-mail newsletter functions like a subscription, where the content is being pushed by the publisher.

There is a lot of opportunity to monetize this e-mail content, which is highly targeted." For Media-News Group, which works with Datran Media's e-mail and inbox ad inventory services, it is about focusing on the content and knowing who its target audience is in each marketplace. After doing this, they can push targeted content to a specific audience via e-mail and mobile. "They are a content distribution company, and e-mail helps them to provide great service and maximize the relationship monetize the content. Media-News Group has been using digital to focus on its niche audiences such as lifestyle groups and specific communities. 

It is segmenting e-mails to reach special interests groups and, by adding more niche newsletters, it adds more ad inventory targeted to a specific audience. For example, Denver has many pet owners and dog lovers, so it has created a newsletter that targets this audience. "In print, inserts drove a lot of subscriptions. In digital, people can get the same benefits from insert media by signing up for this lifestyle oriented newsletters that give them offers. It also has found success in e-mail newsletters with editorial content and advertising e-mails that send consumers offers from their advertisers. In fact, 10% of NY Magazine's digital revenue comes from e-mail.

For the lifestyle magazine, it is all about building out its offerings in various channels. Like every media business, 2009 has been a tough year, but it doesn't change their belief that print is still a viable medium. "And at the same time, digital is important. They have built a real digital media business, as opposed to just having a Web presence." The Financial Times, too, has built a robust digital media business. Some of this business comes from online offerings, but, unlike many of its peers, the paper also charges a substantial fee for online subscriptions. "They think papers need to look at subscriptions. It's very tough to make money just from advertising, not least because it's highly cyclical but also because the Internet is so intensely competitive.

There's not much to differentiate one publisher's ad proposition from another, and that's part of the reason why ad networks have been so successful." The publishing world is not broken into print v. online, but, rather, into a multiplatform world. Publishers should be prepared to serve content on mobile phones and e-readers as well. The Financial Times, for example, is developing an e-reader with Plastic Logic, set for release in early 2010, and it made its newspaper available on the Kindle last year. New York Magazine is also experimenting in mobile and plans to expand that over the next year. Mobile has become a hot topic for newspapers and magazines. Cox Newspapers,本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。