Cheap Ads Start To Run At Premier Websites: Negative Online Revenue Predictor

Photo of Douglas A. McIntyre
By Douglas A. McIntyre Updated Published
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Bejiqcavb2e9ycazw6i8pcauk6iqhca6pxdWhy are advertisers who pay cheap ad rates running at premium websites like the tech section of CNN.com? Because the online advertising business is falling to pieces as the first quarter of the year opens. Netflix, known for buying up cheap inventory, has a prime spot at the website of the 24-hour news service.

In the tech section of nytimes.com there are ads running for ancestry.com, another marketer that buys in bulk and gets its impressions cheap. The "leadership" section of forbes.com is running advertising for SkyMall, unlikely to be a company that pays top dollar.

The national news section of usnews.com is running advertising for Keller, a third-tier management school.

Bad omens.

Douglas A. McIntyre

Photo of Douglas A. McIntyre
About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.

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