Web firms 'ignoring benefits of newspaper ads'

Online businesses have “underexplored” the potential of newspaper advertising, according to the chief executive of MoneySupermarket.com, Simon Nixon.

The finance comparison website has announced it is looking to advertise in the press for the first time in a bid to drive traffic to the site.

“We’re looking to invest more in press advertising,” he tells the FT. “Most internet businesses don’t. They just use TV and online.”

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