One of the big things that I took from the comments is about the print media becoming spooked about the internet media. When you look at blog / opinion sites like Jezebel, Gawker, etc and their massively high readership, I’m not surprised that print magazines are spooked. It’s terrifying for them given that when you look at the figures … it’s a lot of difference.
Marie Claire’s readership for the last 6 months is 280,000 odd with a loss, year on year of 1.9%
whereas Jezebel’s monthly readership is 2 million a MONTH (http://advertising.gawker.com/titles/jezebel/)
That’s a lot of difference. And while I’m not looking at stats for the bloggers, there is the argument that their readers take the opportunity to comment and interact – and we all know that the more engaged a user, is a user that will be more likely to be influenced by blogs. That’s really attractive to advertisers – less spend for a more guaranteed result.
And I’m quite sure that there is no conscious decision to discredit bloggers, but I’m quite sure that magazines are aware that the shift for advertisers to concentrate on advertising that is more traceable.