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Terry Heaton's PoMo Blog   yourself for the 21st century or die! Some would rather die than change." Leonard Sweet, cultural historian. 02/23/2006 Entry: "Inside online advertising" The PaidContent mixer last night was loud, crowded and a lot of fun. I spent most of my time with Rafat Ali and Staci Kramer of PaidContent.org, Cory Bergman of Lost Remote, and the inimitable Chris Pirillo (of Lockergnome and Tech TV fame). The best part of the conversation was an exchange between Rafat and Chris about online advertising. Both of these guys are highly successful in terms of online advertising, but they've gotten there by paying attention to how they can best serve the advertiser, not on how much money they can make. They resist the formulas of contemporary advertising, and Rafat even once cut a "buy" by two-thirds, because he knew his site wouldn't be effective for the advertiser over the long haul. The logic is that the reputation of the publisher has exponentially increasing value as it serves the best interests of the publisher and the advertiser. Both stressed that, as publishers, they have to personally be involved in the ad process in order to maintain this integrity. Chris spoke of the need to work advertising into the blend of podcasts rather than attach disparate ads, and he was doubtful about the long-term viability of platforms that do this. This is important for Media 1.0 players to understand, because you cannot be successful in the 2.0 world by applying 1.0 systems and methodology. New metrics -- such as authority and influence -- are being created, and that is what advertisers will buy down-the-road.
That's Mr. Excitement, Chris Pirillo, on the right. I'm with Rafat Ali on the left. I'm presenting my Unbundled Media dog-n-pony show this afternoon and am on two panels tomorrow, including "The Future of News." Hmm. Should be fun.
Leonard Sweet |
