Internet advertising has the additional issue of confidence. Not only is real fraud a problem, but the potential for fraud is there. As an advertiser, chances are you won't even see your Internet ad. As a car dealership owner, there has to be some reassurance involved in hearing your spot on the radio and looking for your ad in the morning paper. Even if customers don't show up, you know the ad was there, and at least one person saw and heard it. On the Internet, there are Russian bots, Chinese cheap labour, slide shows and video auto-play.
Journalists know who pays their salary. Presumably they read their own newspaper and occasionally watch their own shows. I've been to a couple of talk show recordings, and they actually play the ads in the studio, even thought the show is recorded! Advertisers are probably not getting their money's worth if they are trying to influence content producers via TV and print ads, but perhaps that plays into the value assigned to those forms of advertising.
Pandering to advertisers on the Internet is quite difficult. Not only are the ads you see here, for example, different based on your physical location, they are also affected by the device (mobile vs. full site) and your browsing history. And they are automatically generated! I could bash Canadian Tire all I want and Canadian Tire could still have ads on this blog. That's not to say companies don't use online advertising to punish "bad" content. Digital Home, for example, was apparently boycotted by Rogers after the site owner complained about their digital TV compression rates.
When you advertise online, you might have to fork over 30 cents to get someone to click on a link to your furniture site. That might seem steep if you are under the delusional assumption that a high percentage of newspaper readers will see your ad and that DVR owners are too lazy to press fast forward.
Advertising Works, Probably