Simon Ateba: Why targeting those living in the United States is more rewarding for online publishers Updated for 2021

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Updated: March 3, 2021

To advertisers, one reader living in the United States is four or ten times more valuable than a reader in Nigeria.

This means that while you can make 400 dollars on Google Adsense with 100 thousand readers a day, you may make four or ten times less with the same number of readers in Nigeria.

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This is not because Nigerians are less humans, it’s because most advertisers target the people living in the United States and most advertisers are also based in the United States, and advertisement is more expensive in the United States than it is in Nigeria. In the list of 500 richest billionaires in 2019 released on Friday, at least 172 of them are Americans, 54 are Chinese and 6 are Africans.

This means there are almost 30 times more money in the United States than in the entire continent of Africa.

And so for digital publishers, that’s a challenge. Would you like to reach mainly people living in the United States or those in Africa? From a practical point of view, to make more money, even if you publish todaynewsafrica.com, you would rather reach an audience in the United States than elsewhere. From an emotional point of view, you would rather reach more people in Africa and make less money.

These are some of the challenges online publishers battle with in the era of the Internet.

I’m sharing this so we can be aware as digital publishers. The bible says you shall know the truth and the truth shall set you free.

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Simon Ateba
Simon Ateba
Simon Ateba covers the White House, the U.S. government, the International Monetary Fund, the World Bank and other financial and international institutions for Today News Africa in Washington D.C. Simon can be reached on simonateba@todaynewsafrica.com

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