Wired magazine was first published in 1993. Built to cover new technology and, especially, the web as it developed in the frenzied late 1990s tech bubble, the magazine has always been a leader in the discussion of how best to monetise new media.Except when it came to itself, apparently.
The magazine only gets half its ad sales revenue from online ads.And that was just this year. Usually, the magazine gets most of its ad dollars from print.
The majority of sales, until 2012, has always come from old fashioned printed page ads, according to Ad Age.
The web only reached sales parity at Wired because print had a lousy year, Ad Age notes. Wired magazine’s ad pages actually declined 5.7%, although publisher Howard Mittman says dollar sales were flat.
Even Wired’s digital ad sales are old fashioned. Tablet advertising (supposedly the saviour of the online magazine business) is only 10 per cent of digital revenue. About 90 per cent comes from web display.
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