Visitors to Variety.com will soon enjoy a lot less free access. The trade magazine is rolling out the beta version of a pay wall that will require payment for full access to its portfolio of print and digital products. “Traffic will fall steeply,” publisher Brian Gott told FOLIO:. “In respect to the general consumer...
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The popularity of online video will, within three to five years, spark major growth in video advertising, Google’s Nikesh Arora told a conference. The key, he said, will be when advertisers learn to stop shifting over TV ads to the Web and create spots that are interactive and targeted. Reuters (12/3)
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As Yahoo! focuses on luring premium advertisers to its Right Media Exchange, it will end its Direct Market Exchange service, which focuses on small publishers, early next year. MediaPost Communications/Online Media Daily (12/1)
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Internet radio audiences have doubled in the past five years to 42 million listeners per week, but radio, which has seen revenues fall industry-wide for three years now, has experienced difficulty monetizing that traffic. Online CPMs are typically about half that of terrestrial radio, in part due to advertisers’ discomfort with the unfamiliar technology....
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