Advertising on traditional media sites: Can the traditional business model be translated to the Web?

Abstract

A content analysis of advertising present on 228 traditional newspaper and television Web sites revealed that 88.6% contained advertising, with an average of 5.03 ads found on the typical news homepage. Newspaper sites had more ads present that were costly to place than did television sites. Still, most major online advertisers were not present on the news sites, suggesting that traditional media outlets may be losing out on major advertiser spending that could help to bring them elusive online profits.