According to the Association of Online Publishers’ annual census of 35 of its members: “63 percent of publishers are quite or very likely to introduce more paid for elements into their portfolio in 2011 – by moving into new content areas and platforms as opposed to locking down existing content.”
But the AOP’s research head Tim Cain says: “However, for most publishers the ad model will continue to be their priority focus for revenue growth and, while advertising may be volatile, when markets improve, there’s belief that it will continue to deliver good growth opportunities.”