Markets: The news on ads

Poor online revenues put valuations for major publishers in question, says Citigroup.

Citigroup’s Justin Diddams has been analysing newspaper companies’ efforts to garner earnings from their online presence. He is not hopeful.

The last “high water mark for Australian advertising” was in 2008 according to Diddams, with 845 million newspapers sold at an average of 50 ads per paper. That means five years ago 57 billion advertising impressions were sold, he says.

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