Media Buyers Say NYT Advertising May Actually Get A Boost From Paywall

David Kaplan twitter @davidaKaplanMar 18, 2011 11:15 AM ET

Media buyers don’t expect the New York Times’ online ad revenue, which was up double digits last year, to take a hit from the company’s new digital subscription plans. Some even see a scenario where the NYT will be able to charge higher rates—if the newspaper hits the expected number of “heavy users” which may offer proof of “more engaged” readers.

When it comes to digital ad revenue, the NYTCo’s experience has mirrored most major publishers. In Q4, digital adsremained a particular bright side in general, as that segment rose 11.1 percent to $113.2 million. Citing a “volatile ad market,” the company experienced a 7.2 percent drop in print ad dollars...more

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