How News Organisations Have Moved Online

The move from online to digital media is not just one which is driven by the desires of consumers. It is also motivated by changing economic patterns. With the rising advent of the internet, advertising models changed rapidly with the potential to reach more people than through traditional consumption conduits. Online media platforms can be incredibly lucrative for news organisations, and it is thought that in the future, it will be the single most significant way that they make their money.

Advertisers like to invest in online publications for two primary reasons. The first we have already addressed: the number of people online advertisements have the potential to reach. The second is the specific marketing campaigns that digital publications can run. While a print publication must have the same ad published in each copy, an online magazine can target advertisements for each individual user. With the potential to make a great deal of money through advertising, it is little wonder that many media organisations have much of their business online.

However, it is a complex picture. Many reputable news organisations prefer not to have advertising on their site, due to the potential for conflict of interest. For example, it would be difficult for a publication to criticise Google’s tax practices if they benefit from using their AdSense scheme. Websites, such as the Daily Mail online, who permit advertising have a stable and prosperous business model which is sustainable for the future. The Guardian, on the other hand, doesn’t license advertising, and so, is struggling to finance its future success. Other publications which don’t permit advertising have taken to putting up a paywall; the Telegraph is one of the better-known examples, and this is likely to be an increasing way for organisations to make money if they choose not to advertise.