Looking through the last 13 years of online newspaper evolution, via the wayback machine, it is refreshing to see the innovation in editorial content and format, but sad to see the lack of it regarding formats and products made available to advertisers.
This ads fuel to the fire regarding online media’s need to refresh and innovate the products they make available to their clients, the ad buyers.
Where the editorial content seems busy keeping up with the reader, feeling the competition to develop, stay updated and meet new demands. It doesn’t seem they are feeling the same pressure regarding ad formats
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. Which is unfortunate, since the existing formats continuously are diminishing their effectiveness
- (This might be more obvious in Norway, where online editorials still struggle with their advertising models
. A good example: vg.no).