Print magazine or newsletter publishers traditionally generate 95 percent of their publication’s revenue by utilizing paid media — particularly direct mail, but also insert cards, billing and renewal inserts, card decks, perhaps some TV, and other direct-marketing sources. When these publishers establish an online presence, most continue to rely on paid media — particularly email offers to rented email address lists — as a major part of their promotional mix to drive traffic. Paid media works. And it’s easier to buy website traffic than to rely on earned media. A further advantage of buying traffic is that the publisher can pretty much control where and when the traffic will land on the site. A few examples of paid media sources than can effectively drive traffic to your site include PPC (Pay-per-click), Co-Registration, Affiliate Marketing, Internet Advertising, Print Advertising and Direct Mail.
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