New York Times Self-Service Advertising

Re:New York Times Self-Service Advertising by ilamont on Thursday December 10, 2009 @08:46AM (#987804)

This has been around for a while on nytimes.com

But another interesting thing about the Times' approach to online advertising is they don't use the low-quality ad networks that you see on many other publishers' websites. The front page and "above the fold" ads emphasize luxury brands and rich media from mainstream advertisers, and there is some AdSense running at the bottom of article pages, but you won't see scammy teeth-whitening ads (which can be readily found on the Washington Post website). It's a smart move, even if they are leaving some revenue on the table -- it makes the brand look respectable, and increases its ability to charge a premium on ads it does place on the pages.

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Re:New York Times Self-Service Advertising by falsestprophet on Thursday December 10, 2009 @01:20PM (#988232)

The New York Times is not "leaving revenue on the table." The Times has long been a special case in attracting higher-than-average quality advertising.

Consider these figures from the NYT 2008 10k and that the Boston Globe is probably representative of the class of principle papers in major cities.

  Ad revenue by category

             National Regional  Classified  Other
  NY Times      70%      13%       15%       2%
  Boston Globe  29%      33%        8%       7%
  Regional       4%      56%        7%       7%

  source:  http://www.nytco.com/pdf/annual_2008/business.pdf

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Re:New York Times Self-Service Advertising by ilamont on Thursday December 10, 2009 @01:39PM (#988259)

I was referring to unused inventory. Some publishers would rather run low-quality ad networks than house ads, even though it makes justifying higher CPMs much harder.

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