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AT MySpace, the first challenge is to raise advertising rates.
In theory, bringing more bidders into the auction will raise advertising prices.
Not only must it improve ratings, but it has to raise advertising revenue significantly in a weak economy.
The ratings have enabled Fox to raise advertising rates and charge higher fees from cable operators to carry the channel.
And advertisers who aren't competitors have fewer places to go to reach consumers, meaning Google can use its market power to raise advertising prices.
This improves their chances of using Google's systems to raise advertising revenue, though many English-language papers are struggling online, too.
Similar(45)
Instead of raising advertising fees, Taylor recalls in his oral history how he 'slashed rates and bargained and did deals'.
Firms in Europe and America have been able to exploit this by raising advertising rates even as viewing figures fall, but that option is not open to ITV.
Broadcasters got control of the primary debates, whose format they designed with an eye to driving ratings and raising advertising revenue.
To please testy investors, dot-coms are trying numerous tactics -- including employee layoffs, reconceptualizing their businesses and raising advertising and association fees -- to show they can eventually move into the black.
Mindy Sink (NYT) COLORADO: DENVER NEWSPAPERS LOSE CITY ADS -- Advertisers, including the City of Denver, are looking for alternatives to Denver's two daily newspapers, which raised advertising rates under a joint operating agreement that went into effect earlier this month.
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