The Interactive Advertising Bureau announced that a group of top brand marketers will demand audited numbers from online publishers, effective mid-2007, and measurement certified numbers in 2008. The marketers include BMW, Colgate-Palmolive, Ford, Hewlett-Packard, ING, Kimberly-Clark, Pepsi and Visa. Once the enforcement dates are reached, audited and certified numbers will be the only ones used for payment against those marketers' online advertising campaigns, according to IAB.
Study finds newspapers face $20 billion shortfall
The newspaper industry is facing a revenue shortfall of $20 billion by 2010, according to a report released by media research and advisory firm Outsell. The report, "Deadline With Destiny," is based on analysis of national industry data. The report predicts the decline of paid circulation revenue for print newspapers will speed up as 18-to-39-year-olds continue to migrate online. It also stated that newspapers' online ad revenue growth rate of about 30% masks the larger problem that online revenue is not replacing lost print revenue fast enough.