HotTopics: Room To Maneuver: Study Shows Users Willing To Consider Ads In Scholarly Content

This HotTopics presents Outsell research as evidence that there is ample room for experiments with direct advertising support of scholarly content. It includes:

- Outsell’s projection for online ad spending growth in 2007, compared to growth in print, events, TV, Radio, and other media;
- Scholarly content readers’ responses to online ads, including click-through behavior;
- Users’ preferred business models for content purchased on the job;
- Users’ attitudes toward advertising in scholarly literature;
- Essential actions for publishers, including online advertising experimentation.

This HotTopics draws on Outsell’s annual Ad Spending tracking study and our research on end-users. In our latest round of user queries, Outsell asked primary readers of scholarly literature about their use of and attitudes toward advertising in connection with information-seeking and scholarly literature.