News that Rupert Murdoch’s News Corp will be erecting pay-walls around two of its flagship UK papers – The Times and The Sunday Times – should be well received by advertisers. After all, they’ll finally have some definite demographics to work with.

The pay-walls will also coincide with the launch of the Apple iPad, which goes on sale next month. It is predicted to revolunitonise media and marketing by allowing advertisers to serve up interactive and engaging campaigns meaning that now, more than ever, it is most important to be delivering the right ads to the right audiences.

With subscription based content comes details. Those details mean more targeted, more effective advertising. And with that comes better, more traceable ROI.

And advertisers are looking to spend money this year.

According to Aegis-owned media agency Carat, global ad spend will increase by 2.9% this year and by 4% in 2011.

The agency’s global ad spend forecast for 2010/2011 reveals that the advertising market, which has suffered the worst decline since the 80s over the past year, is recovering, albeit modestly.

But there are a number of global events taking place this year that should help boost ad spend including the FIFA World Cup in South Africa, the World Expo in Shanghai and the Commonwealth Games in Delhi.

After losing a combined £88 million last year, The Times and The Sunday Times are desperate for a recovery in revenues.

If the News Corp papers can get advertisers on board by selling their position as having absolute data on their readership, then the mastheads have a good chance of recovery.

A good example of well-targeted advertising is the Financial Times. The paper has a very specific readership and thus allows advertisers to reach their intended audience. Its advertisers include those expensive watch brands, investment banks and first class airline seating. The likes of The Times, however, includes advertising ranging from supermarket brands, holidays, cars, TV programs and economy class.

When the pay-walls go up, The Times will be able to tell exactly who is reading, where they live, their age, their professions, their marital status, and the list goes on. There’s no limit to the amount of information the papers, and subsequently the advertisers, will have access to.

The Times is just the first of many that will implement pay-walls. It’s now up to advertisers to figure out how they can benefit.