Feb 04
Posted: under advertising, Digital Migration, google, journalism, Multimedia, New Marketing, Newspaper Deathwatch, Newspapers, Uncategorized, Webconomics.
Tags: advertising, bandwidth charges, blog monetization, burn rate, click through rates, Facebook ad model, Google adsense, New Marketing, New Media Migration, newspaper death spiral, Pajamas Media, site traffic, video sites, Web commerce
General interest sites, however ... well, let me put it this way. Check out the sode aisle in the supermarket next time you're there. Diet Coke, Diet Coke with Lime, Diet Coke with Splenda, Diet Vanilla Coke, Diet Black Cherry Coke, Coke Blak, Regular Coke, No-Caffeine Coke, Coke Zero, Diet Caffeine Free Coke, Vanilla Coke, Cherry Coke, Diet Coke with Vitamins.
Each of those products exists because there is a niche out there that wants to drink them. Why would Coke want to waste its ad dollars for health nuts that want a soda that has vitamins and that they can delude themselves into thinking that is "good for them" ... on a site that has an audience of cigar-smoking red-meat-eaters?
The advertisers have had to fragment their products. Those fragmented products have to be marketed just to the people who are going to buy them, or they are not viable. That means that the platforms that those products advertise on have to be similarly well-defined.
The root of the problems with mass media isn't that there isn't interest in the information - it's that the advertising money is shifting away to places where the audience is better defined & targetable. [...more]
This is going to have to be quick – I haven’t had any spare time to blog, since I’ve been finishing up on editing the Great Big Scary Project, and I have to churn out my intros to said project, along with sprucing up my multimedia examples for my trip to Kiev.
But – two items this week converged (yeah, there’s that word) to illustrate one of the powerful, emerging lessons about New Media. It’s one that I learned years ago, when I first rode a couple of dot-bombs all the way down into the crater.
Big site traffic numbers do not necessarily mean big money.
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