Advertising in new media

New media are the brash new kids on the advertising block. They are attractive to advertisers because of their versatility, low cost and reach. Advertisers can easily tailor messages to specific groups or even individuals, or they can reach a wide audience around the globe cheaply using a viral e-mail marketing campaign.
 
Revenues from advertising are vitally important to many new media companies, such as website publishers. In such a competitive environment, profit margins are often wafer thin and gaining revenue by selling advertising space may make the difference between remaining solvent and shutting websites down. If you have wondered why your favourite website carries banner ads or pop-up ads, it could be because it allows the website publisher to give you access to their website for free rather than having to charge you a subscription fee.