Part two of a media-related post on our sister site Sidepodcast.
Do some keywords fare better than others? Which headlines provided the most interest? Everything is completely transparent, it’s quick and easy to tailor things on the fly and straightforward to vary advertisements according to budget. We have, in the past, run an advertising campaign purely for the live commenting of races. At most that means running ads for a maximum of four hours before closing them again. Try doing that in print.
Admittedly online marketing isn’t perfect, many web users block banners completely for instance, but by and large paying for an appearance on Autosport.com is preferable to paying for something similar in the paper magazine. Once you’ve compared online versus offline, there really is no going back.