Recorded on December 7, 2012
Hold onto the seat of your pants for this webinar. There’s a lot of research that points to the fact that paywalls won’t curtail web advertising, but not for the reasons you may think. In this webinar you’ll learn that local advertisers are actually migrating away from banner ads placed around local news, and that local consumers are actually pretty ho-hum when it comes to reading local news on the web. The conclusion: A paywall is likely to bolster print subscriptions, not affect web traffic all that much, and thus not curtail web advertising. Gordon Borrell from Borrell Associates will outline the results of its survey of 2,000 sites looking at rates and paypall policies, and link those results with overall trends in web advertising.
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Gordon Borrell is a sought-after speaker for conferences and company meetings and one of the media industry’s leading analysts. He is ranked in the top 2 percent among Gerson Lehrman Group’s 150,000 consultants worldwide and is quoted frequently in The Wall Street Journal, The New York Times, Ad Age, Forbes and other publications. He has appeared on CNN and other TV and radio programs discussing trends and forecasts for local media. Prior to starting Borrell Associates, Borrell was vice president for new media for Landmark Communications, where he worked for 22 years. He started his career as a reporter and editor for The Virginian-Pilot in Norfolk, Va. In 1989 he began pioneering interactive ventures and helped establish the first TV, newspaper, cable and network TV websites.