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Ad Age VIDEO

'Analog Dollars to Digital Dimes' a False Comparison?

A Time Inc. Honcho Wants Online Advertising Reimagined

By Published on .

NEW YORK (AdAge.com) -- The commonly used maxim that comparing print and digital ad revenue is a matter of analog dollars and digital dimes is really a false one. That's according to Vivek Shah, president of digital publishing for Time Inc.'s Business and Finance Network. Speaking at Ad Age's Digital Conference, Mr. Shah pointed out that many in the industry ignore the "time spent" factor, which skews every other aspect of the comparison between print and online content consumption. And that critically affects the pricing of online advertising.

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