Media has already swiftly shifted from a world of content created by elite to one of mass participation. This is rapidly going further to where even traditional journalism and news is becoming crowdsourced, from on-the-spot reporting through filtering, preliminary writing, fact-checking, headline selection and layout, usually overseen by professionals
The BBC news website publishes about 150,000 words each day. To skim every individual article would take upwards of 17 hours.
Work with Apple and other mobile platform entities to enable content and advertising personalization. This means pushing Apple for a more open platform and for access to at least some of their customer data. If publishers are to be players in the mobile marketing game, they must be able to deliver individually targeted marketing messages, and that means having some ability to identify readers and to respond (with their permission) to their profiles and preferences.
The right approach to the content business is to KNOW YOUR AUDIENCE, or the people that come to your site, and create a product for THEM. AOL’s approach is clearly not centered on this. I guess it could be argued that it’ll drive up page views and therefore, revenue but that’s not likely to last as the industry becomes more analytics savvy. Today, a million uniques with zero session times, high bounce rate and no repeat visitors isn’t seen as a sign of a lack of audience but in the not too distant future it will.
Self-serve platforms for buying advertising are not the answer. Sales is still needed. I’ve heard that in more than one horror story about low revenue from build-it-and-they-will-come efforts. Once an advertiser is sold, I’ve also heard of success in enabling them to update their ads (e.g., providing them with advertiser blogs).
via Jeff Jarvis
report on local advertising.
1 year ago
