The second way that newspapers are able to attract display advertising is because of the value associated with the print ad versus the online advertisements. Now with most newspapers being open or porous with respect to their newspapers, what happens is that all prominent pages with advertisements are usually being viewed as just content on the webpage and not with respect to any specific consumer target. This means that the viewer of the page might not associate particular value to the page or the advertisement when they seek media content. Companies want their advertisements to have value, although they also want exposure, they still want their display advertisement to be treated with value (The Economist, 2011). The online sites would not be able to assure this, as they allow for casual visitors. The marketer of brands would not be able to measure their advertising success, as visitors would also involve in causal sharing. Wrong metrics related issues are still high. It is seen that in the case of branding campaigns, clicks although easier to measure the marketing campaign evaluation, it still makes it difficult to understand if user clicked causally or if user clicked with a purpose (Hackett, 2010). The unrestricted access to display advertising online hence has both pros and cons and based on these elements, the traditional newspapers are able to attract display advertisers.
Has the advent of technology led to the demise of others? This is a question that more often warrants an answer in the affirmative. The emerging technologies have indeed taken over, however not all traditional technologies have demised. For instance, some of them like the movies have still remained in existence despite the presence of home theater systems. On the other hand, the number of print media such as books and newspapers and vinyl are being forced out because of the information age trending on the internet. Given this context, in assisting the Australian Newspaper Operations, this research report is written in order to present the different ways that print media units outside of Australia are addressing the issues in emerging technology. Mainly, the CEO of Carringbush Media who has interests in a wide range of media including Internet, ‘free to air’ television, cable television, magazines and a large number of newspapers, wants to know how other print media operations are handling it. The report will address how they are facing the challenges; how they have incorporated technology themselves in order to face the challenges etc.