By David Little
 Since beginning this column last fall, I've attempted to point to trends, analysis and reports that gauge the development of digital signage and identify the strengths and opportunities for this emerging medium.
I'm not alone on this mission. An excellent white paper from Profitable Channels makes a strong case for digital signage networks as an effective advertising medium with the ability to compensate for deficiencies in television advertising manifested in increasingly fragmented audiences, digital video recording and its accompanying commercial "zapping," and the lack of certainty in measuring audience metrics.
The white paper presents highlights of a larger in-depth report entitled "Adding Out-of-Home Digital Advertising Networks to the Marketing and Media Mix" by Profitable Channels partner Stephen Diorio.
The white paper makes a strong case that marketers should take digital advertising seriously. It's in the best interest of their companies, the white paper contends, to "make sure their agency partners are considering" digital advertising networks "as part of the marketing/media mix." Additionally, it recommends marketers should be setting aside a portion of their marketing budgets for this emerging new medium.
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By David Little
 More signs of the uncertain times ahead for traditional media in this country have emerged over the past few weeks.
Belo, which owns newspapers like the Dallas Morning News, the Providence Journal, and the Press Enterprise, as well as owns and operates 20 TV stations, said Oct. 1 it was splitting its holdings into two companies: The New A. H. Belo Corp., dedicated to the print properties, and Belo Corp., which will run the TV business.
Then E.W. Scripps said it would take a similar path Oct. 16 when it announced that it would break into two companies: E.W. Scripps Co., which will consist of about 20 newspapers and local television stations, and Scripps Networks Interactive, consisting of Home & Garden Television, the Food Network and Shopzilla.
At about the same time as the Scripps announcement, McClatchy Co., the third largest newspaper company in the United States, said its quarterly profits dropped 55 percent for the third quarter, a result of a weakening advertising market.
It's clear traditional media companies are suffering a significant decline in readership and advertising lineage. |
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By Jhoana Cooper
 A chain structure too is made up of links, but these are individual links and linked only to the one before and after it. If one link breaks or becomes weak, the whole structure is redundant and is useless. The traditional way of advertising is to appoint an advertising company to manage the advertising for the company's products and services in different ways and through different mediums. These include billboards of different sizes in different places, different ads for different cities and states, distributing fliers, TV ads, videos, events, newspaper ads, etc. Can an advertising company do all this throughout a country or worldwide without a network of contacts with different companies? An established network of companies providing different services is essential for an advertising company. In the same way that traditional businesses utilize advertising companies and networks, an online advertising network of websites uses the interlinking structure of the Internet to its fullest advantage by providing online business advertising and multiple avenues for advertising.
A company with an online presence, or an entrepreneur offering services, expertise, or products through their website requires advertising |
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