Background Note | HBS Case Collection | October 2006 (Revised February 2007)

How Media Choices are Changing Online Advertising

by Stephen P. Bradley and Nancy Bartlett

Abstract

What is the response by advertisers as media consumption moves to the digital medium? Provides an overview of online advertising in mid-2006 and discusses the impact of an increasingly fractured media landscape and its accompanying expanding advertising options.

Keywords: Online Advertising; News; Media; Emerging Markets; Internet; Perspective; Disruption; Journalism and News Industry;

Citation:

Bradley, Stephen P., and Nancy Bartlett. "How Media Choices are Changing Online Advertising." Harvard Business School Background Note 707-458, October 2006. (Revised February 2007.)