In a recent article by Ad Age
, the question is posed: How much is a hotlink worth?
As publishers continue to experiment with digital subscriptions and single copy sales, figuring out the value of this new medium is critical. Regardless of whether the ad is in a Zinio edition, an Apple iPad, or on the new Kindle Fire, automatically activating web addresses for free is no longer the case.
Conde Naste has set a benchmark of $5,000 to activate each web address from a print ad. Time Inc. has set a different policy.
With respect to the question of whether print subscribers should have to pay again to read on a tablet, Hearst says yes, while Time Inc. and Conde Nast say no.
Keep an eye on the tablet sales data coming out post Christmas, and on the new ABC data… key trends to watch.