Jornais transferem receitas publicitárias para a Internet
escrito por Ana at 6:28 da tarde
Em declarações ao semanário, o director da Opera OMG (empresa da Omnicom Media Group) Paulo Santos afirma que “os jornais vão transferir cada vez mais as receitas publicitárias perdidas no papel para o canal online”.
A previsão é sintomática da permuta de leitores de jornais e revistas no suporte papel para o meio digital. Enquanto que as tiragens e audiência da imprensa têm diminuído nos últimos anos, a leitura das mesmas publicações na Internet tem vindo a aumentar.
Paulo Santos encontra explicação para esta conjuntura no facto de a imprensa ser “um meio apetecível para os anunciantes, enquanto que na Internet é mais fácil medir resultados de campanhas e é um formato no qual as marcas se podem relacionar com os consumidores”.
Fonte: notícia do caderno Economia do semanário Expresso de 19 de Maio de 2007: "Imprensa perde para a Net", redigida por Manuel Posser de Andrade.
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