Over the last one year, online advertising rates have declined drastically. This is partly because there is little quality control on content online and few can distinguish between well researched content and machine generated key word rich articles.  Till there is a better system in place, the decline in advertising rates will continue.
The big difference between online and offline media is that a lot of investment is needed to start a newspaper, magazine or a TV channel. So only a company or individual with access to funds can hope to start an offline media company. Depending on the number of readers /viewers, the media firm can quote and get high advertising rates. Online , the amount of investment needed is much lower, but advertising rates are also low.
Offline, most advertising packages are expensive and involve convincing big media buyers, and depends on creating the right impression . Online advertising is affordable even to small businesses , who wish to spend as little as $10 a month. Most of these advertisers will never meet or even speak to you. So to make money online, you only have to understand their needs.
Most mainstream media companies worldwide have not been very successful online. In the United States, this has resulted in the shut down of a large number of newspapers and magazines. Most mainstream media publications earn a large part of their revenues from advertisements. The online advertising rates for most general news publications are not high enough to cover the expenses involved in producing content.
Though pay per click advertising is the most popular way to get leads, the quality of leads is poor, especially for newcomers who are not familiar with the intricacies of pay per click advertising. So it is advisable to use websites which offer phone verified leads like www.customleads.net to save both time and money.