Time magazine is reporting that the majority of its print ad revenue comes from digital ad sales, which it is not yet fully understanding.
The magazine’s sales are being driven by its print advertising, which includes magazines such as Time, People and Vanity Fair.
“We are not yet clear if the digital ad revenue is sufficient to cover the costs for the print ads and that may lead to a slower pace of growth,” the magazine said in its fourth quarter financial report on Tuesday.
The company, which is owned by Time Inc., said that it expects to see the digital advertising market expand in 2017 and beyond.
“In a globalized world, it is critical that the print advertising business remain strong, and that advertisers have the tools to grow,” the company said in the report.
“The digital ad industry has evolved, and in order to succeed in a world of ever-changing advertising formats, the business needs to adapt to new trends and new products.”
The company said that digital ad spending grew at an annualized rate of 11.3 percent in the third quarter, a 2.5 percent increase from the second quarter and a 3.1 percent increase year-over-year.
“Our digital advertising revenue will increase in 2017, but that growth will be driven by the print ad market,” the report said.
“At the same time, print ad revenues will decrease in 2017 as the digital market continues to grow.”
The digital advertising business is the largest single source of revenue for the magazine, according to the report, with digital ad revenues up 30.2 percent in its third quarter and 21.5 in the second.
“Print advertising revenue is an important part of the business model and, at times, our advertisers have had to rely on it,” the ad agency said in a statement.
“Digital advertising is evolving faster than print advertising and it is challenging for advertisers to match their digital ad campaigns with print ad campaigns.
Our goal is to support our advertisers by providing them with the right tools to reach their audiences.
As part of this, we have worked with advertisers to develop and deploy more advanced digital advertising technologies, including the new AdSense program and our AdSense Media Network.”
“In the years to come, we are looking forward to expanding our AdWords and digital advertising capabilities to include more than a dozen new products, including a new advertising platform and a new audience segment for advertisers, including millennials,” the agency added.
The ad agency is now offering a new ad format called “The Art of the Deal” in which ads can be purchased through the AdSense network, but will not be available to all advertisers.
“I have to admit, this is a little bit of a mixed message,” said one digital ad buyer who declined to be named.
“Advertising is becoming a lot more of a way for brands to get their message across to their audience.
But we need advertisers to have the right technology to reach our target audience and we have to do that.
And then we have a new technology that is going to be used in a way that is a better way for our advertisers to reach the right audiences.
The publisher also has launched a digital content strategy, with ads and other digital products launching in January and advertising products launching this month. “
What we are trying to do is make sure that all of our advertisers are getting the right ad and the right digital technology that will be able to be delivered through the platform that we have.”
The publisher also has launched a digital content strategy, with ads and other digital products launching in January and advertising products launching this month.
The agency said that in the past, it has seen a decline in the number of ad dollars it spends on digital advertising, with advertisers paying less than the number they spend on print advertising.
“When advertisers were spending less, that was a good sign that digital advertising was a viable and attractive business for them,” the publisher said.