70% of print ads don’t have a URL!?

Just a quick note on a very curious fact – here is a quote of a recent finding:

I’m working on remake of I Am the Media, so I asked one of our bright and diligent researchers to do a count of the last 4 months of print campaigns on Ads of the World. And the gut feeling was confirmed. 70% of them didn’t contain any URL.

70%? This is absolutely amazing. Out of 256 print ads, only 77 Ads had a URL for more information.

Seems like the other campaigns weren’t really interested in providing further information. But why?

The future of Magazines

PSFK writes about the future of magazines, mainly about 4 points that I agree with:

1. Not many people seem interested in reading long-form journalism (The New Yorker, NYT Magazine, etc) in front of their screens.

2. Magazines are easily portable for a plane ride, or the commute home. Also, they can be a good weekend digest of the week’s events when you are away from the computer/PDA. Though digital books and interfaces for the consumption of media are emerging, none seem poised to make a significant impact.

3. The medium allows for deeper analysis and context of daily news.

4. The sensory experience that print affords — the feel of different paper stocks, glossy photos, beautiful layout, design — simply cannot be replicated digitally.

Links & News, 08.05.07

Some links to stories of the last week or so:

  • Print publications in the US are increasingly forced to guarantee hard metrics to advertisers, writes Marketing Vox:

The new demands for better metrics can be attributed to the evolution of web metrics and consequent instant-accountability curve, in addition to the myriad of media options now available to marketers.

  • Widgets or Gadgets seem to be on the rise in online Advertising. They’re small customizable ads that can include interactive elements or even streamed rich media. Another reason why „traditional“ metrics in online advertising might have to be rethought.
  • NBC Universal, as one of the biggest broadcasters in the US, is moving to „paid per effectiveness“ instead of a regular CPM model… as it says here:

„We were based on a CPM model, and that was fine in the past, but ultimately we would like to be paid [for] advertising effectiveness,“ Comstock said. „It’s about delivering the right message to the right person at the right time, and television doesn’t do that now.“

So if they don’t do that now, have they ever done it?

“A select group of content creators will get promotion on the YouTube platform, and we will help them monetize their content,” said Jamie Byrne, head of product marketing, in an interview on Thursday. “This will help erase the the stigma around the user-created content, and, to be honest, these guys are media entities in their own right.”

[…] While YouTube had previously said it might populate videos with pre-or-post roll ads as soon as this summer, the monies for the new program will come from the sales of banner ads.