As the economy is changing so are advertisers media placement efforts. According to Bloomberg, USA Today’s ad sales fell 27 percent in June, the steepest monthly decline this year and worse than the 16 percent drop reported for all Gannett publications. During the quarter, Gannett’s national advertising slid 14 percent to $168.9 million because of cutbacks by retailers and carmakers. Are they all moving to more accountable media?
At the same time, Microsoft is concerned about Google/ Yahoo and their ability to control the prices on close to 90% of advertising online. According to Microsoft senior VP-general counsel Brad Smith, said “Not in television, not in radio, not in publishing. It should not happen on the Internet.”
David Drummond, Google’s senior VP of corporate development and chief legal officer, countered Smith and explained that the partnership will benefit consumers and advertisers by enabling Yahoo and Google to deliver targeted ads that are more relevant to those who see them. “The whole system becomes more efficient,” Drummond said.
I’m giving it all some thought. Do you believe Google’s assertion? Is it better for consumers? Is it better for advertisers? What do you think?