The Advertising Departments of the Online Press

Special Report: The Online Press
By Alan Ouakrat, Jean-Samuel Beuscart, Kevin Mellet
English

This article examines on-line press advertising departments. The authors begin by describing these departments' organizational embeddedness in the firm. They then study their positioning in the on-line display advertising market and highlight the overall power imbalance between supply (advertising departments) and demand (media agencies). Finally, they show that two competing conventions exist in the qualification of advertising products: a ?traditional? convention that promotes press websites' products; and a ?performance? convention that is less suitable to them. The proliferation of performance convention equipment has meant that some press advertising department products are subject to a process of disqualification-requalification that results in a drop in prices.

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