in ipad, publishers see hope for ad revenue - digital advertising screens

Good news for the news industry: the company's cost of advertising in the iPad app is five times that of similar advertising on regular websites.
That doesn't mean Apple's tablet will live up to the hype it has made as a potential lifeline for the media industry.
Online advertising still accounts for only a fraction of the advertising revenue of news companies, and whether print advertising will return to its pre-recession total is an open question.
But early evidence suggests that the iPad at least provides publishers with a way to get more money from advertisers.
This enhances their hope for portable touch
Screen computers may make the economic benefits of digital advertising good for publishers.
"I think this will redefine publishing, and it will also redefine how advertisers connect with our audience," said Lu Kona, executive vice president, Conde Nast Media Group, private publishers of magazines such as fashion, GQ and Wired.
Hot news live: Tony Award deadly crane collapse trophy hunting documentary Women's World Cup Steve Jobs in "Steve Jobs: personal computers may be like dinosaurs, publishers need to do a lot before iPad and imitator tablets become important sources of revenue.
First of all, media applications must be compelling enough to get people involved for a long time.
This is especially important if publishers want to charge for the News app, because on the iPad's browser, free articles on the web are only a few taps.
Want media companies to keep more material from their free website and offer it exclusively in tablet apps.
In addition, tablets will have to reach more readers --
But without becoming so mundane, advertisers are no longer willing to pay a premium for the space that is now scarce.
There are many reasons why publishers make less money online than they do in print.
Although the advertising space provided by newspapers and magazines is limited
The number of pages they publish-
Online space is almost unlimited.
Advertisers who don't want to pay the full price can give their money to online advertising networks that get discount rates for the rest of the time that publishers can't sell themselves.
This balance of supply and demand has not yet appeared on the iPad.
In iPad apps like USA Today, space is limited and there is no advertising network.
The app offers new possibilities for advertisers.
Readers can click on the courtyard advertised by Marriott USA Today and flick their fingers to scroll through the hotel's updated lobby design image.
Another faucet and a high
There are many happy hotel guests in the video.
Jason Fulmines, director, mobile products, Gannett Co, parent company of USA Today
According to the report, the advertisement charges Marriott $50 every thousand times or every impression.
He said the average price of regular USA today sites is less than $10.
In a printed newspaper, the cost of every thousand impressions
Page color ads run nationwide are $103.
Rich declined to say how much the USA Today has an impression on the iPad, or how much advertising revenue it has received from the iPad this year.
The newspaper's mark on iPad ads seems to be common.
Phuc Truong, general manager of mobile marketing company Mobext US.
He says publishers are asking for two to four times the price of a typical online ad.
In addition to paying a higher price for each iPad ad, advertisers are willing to increase their overall spending through a given publication.
This is the case with the Wall Street Journal, said Brian Quinn, vice president of the journal and general manager of digital advertising sales.
"Out of the door, people are passionate about it," he said . ".
Publishers cannot guarantee to continue this way.
One reason for JPMorgan Chase, for example.
In the first 60 days, there was an opportunity to sponsor the New York Times app, an opportunity to present its Sapphire credit card to early buyers of the device.
The card is for the top 15% of the income, and for those who buy the iPad (
At least $499)
About extra cash.
Chase was impressed with the content on the iPad, but the reason is that it's two-way for publishers.
According to Sean O'Reilly, general manager of Chase Sapphire, the good news is that the company's ads were clicked 15% of the time.
Even if it's partly because people are groping for touch
Screen navigation, which is a surprisingly high number;
Average click-
Although the price of "online display ads is about 1-
A tenth of a percentage point
In other words, according to Gian Fulgoni, chairman of comScore Inc. , 84% of people have never clicked on online advertising within a month.
A company that analyzes Internet behavior.
The problem is that some publishers want the iPad to help break the advertiser's reliance on this specific indicator.
On the Internet, it is ruthless for advertisers to see their money paid off.
They threw out an industry motto, "I wasted half of the money I spent on advertising, and I just don't know which half.
"The company collects every step of information from someone clicking on the ad to the point of purchase.
They don't want to pay for ads that don't pay off.
On the other hand, publishers want to return to the days when advertisers pay high prices for a big eye
Grab color ads in newspapers or magazines where readers spend a lot of time.
Conde Nast says readers spend an average of 60 minutes a month on the magazine iPad app.
The average visitor cost on the network is only 2.
1 minute per month in Vanityfair. com and 3.
8 minutes per month in GQ.
According to comScore.
"We want to prove engagement in hours rather than minutes," said Scott daggi, creative director at Wired . ".
This may require a new way to measure the effectiveness of advertising.
Advertisers must agree to follow more complex metrics, such as new tools from comScore that are more than just looking at how many people click on ads.
Instead, comScore offers the opportunity to show whether customers who have seen ads search for products in Google or buy products in stores.
ComScore collects these offline data by researching Web users and cross-groups
Reference them with a database of grocery store loyalty card activities.
"Clicking is not an indicator of the effect of advertising," Fulgoni said . ".
There are other signs of hope for publishers: the New York Times said that by the middle of the day, 300,000 people had downloaded the newspaper's free appMay.
Around that time, Apple said it had sold about 1 million iPads since its debut in April 3, meaning earlier iPad buyers in more than a quarter had at least applied the times(
This percentage may decline;
Apple has now announced that it has sold 2 million iPads. )
Wired is probably the most radical magazine to try to push the iPad's potential.
Wired's app allows readers to read the magazine carefully as they do when printing, but there are additional touches such as video clips or graphics that can be swiped with their fingers.
Nissan, 30-second TV-
Infiniti fashion commercial in Wired's first iPad edition is one of nine advertisers who usually put ads in print and take advantage of these in tablet apps
Wired's app costs $4.
Each issue of issue 99, which brings in another external card: whether the publisher can balance the way to seek revenue from readers and advertisers.
On the web, most of the content is sent out in the hope of attracting the widest possible audience for advertisers.
Publishers are eager to avoid repeating this on tablets, but have their own risk of charging apps.
There may not be enough readers willing to pay, which will reduce the number of viewers who can sell to advertisers.