Marketing Pilgrim - Latest Comments in Newspapers Commoditizing Web Ad Inventory; Reducing Revenue in the Process

Re: Newspapers Commoditizing Web Ad Inventory; Reducing Revenue in the Process

Downloadic — Sat, 18 Oct 2008 16:11:25 -0000

How are ad networks helping/hurting web-publishers ?

Re: Newspapers Commoditizing Web Ad Inventory; Reducing Revenue in the Process

Goran Web Design — Tue, 14 Oct 2008 04:20:28 -0000

If the newspapers were to have more relevant content on their pages, then they wouldn't be having this problem. They should take a shift from tabloids and politics, and all the other usual stuff that they write about, and start looking at other stories that will capture people's interests.

But again the digital world is taking over, esp the net has become a giant multi-media outlet and a very reliable one too, so I'm not surprised that the print media is taking a decline in returns. ;-)

Re: Newspapers Commoditizing Web Ad Inventory; Reducing Revenue in the Process

sheppy — Mon, 13 Oct 2008 16:25:13 -0000

An alternative key to success really is targeting. If you don't have a great level of granularity in your ad targeting, it's quite hard to sell your inventory.

If you can put together intelligent advertising packages perhaps using behavioral targeting or even with the content on each page/article then you shouldn't have too much of a problem selling out.

Re: Newspapers Commoditizing Web Ad Inventory; Reducing Revenue in the Process

marc — Mon, 13 Oct 2008 14:01:26 -0000

The real question is how are ad networks helping/hurting web-publishers (and their shareholders) and what will Yahoo's new network mean to all this once it has ramped up to full speed and continues to scale?

Re: Newspapers Commoditizing Web Ad Inventory; Reducing Revenue in the Process

Andy Beal — Mon, 13 Oct 2008 13:45:11 -0000

@Brent - lol

Re: Newspapers Commoditizing Web Ad Inventory; Reducing Revenue in the Process

Christopher Ross — Mon, 13 Oct 2008 13:44:44 -0000

I spent years working in the newspaper business and I can honestly answer your question by saying no. The industry won't do anything to stabilize the market because the people in charge of selling the ads are commission based.

Christopher Ross's last blog post..How to Run a Successful Website for Your Church

Re: Newspapers Commoditizing Web Ad Inventory; Reducing Revenue in the Process

Brent D. Payne — Mon, 13 Oct 2008 13:39:22 -0000

Great article which I can't comment on. ;-)

Re: Newspapers Commoditizing Web Ad Inventory; Reducing Revenue in the Process

Utah SEO Pro — Mon, 13 Oct 2008 12:40:00 -0000

As the economic crisis increases the more and more advertisers will pull back on the ad units. Hopefully newspapers will adapt to change.

Utah SEO Pro's last blog post..Link Metrics for SEO