Paid Media

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Paid Media

Print magazine or newsletter publishers traditionally generate 95 percent of their publication's revenue by utilizing paid media—particularly direct mail, but also insert cards, billing and renewal inserts, card decks, perhaps some TV, and other direct-marketing sources. When these publishers establish an online presence, most continue to rely on paid media—particularly email offers to rented email address lists—as a major part of their promotional mix to drive traffic. Paid media works. And it's easier to buy website traffic than to rely on earned media. A further advantage of buying traffic is that the publisher can pretty much control where and when the traffic will land on the site. A few examples of paid media sources than can effectively drive traffic to your site include PPC (Pay-per-click), Co-Registration, Affiliate Marketing, Internet Advertising, Print Advertising and Direct Mail.

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