Publishing Ad Revenue and Paid Content
So the debate continues on the publishing business model.
For decades, newspapers and magazines existed almost entirely on advertising revenue - with a splash of subscription revenue on the side.
Like Forbes, I also believe paid content can't replace ad revenue out of the gate - maybe never. After all, ad revenue is and was too big a piece of the pie. However, the shift to paid content, special premier subscriptions and the like must go forward.
Additionally, publishers must hold on to whatever's left of the ad revenue model as long as they can. However, I additionally suggest that publishers get into the RESULTS game quickly. Let me explain.
Ultimately, their advertisers want results. Results meaning, inquiries, leads, sales - revenue. Why not have the publisher partner-up with the advertiser - and get paid partially on results - kind of like the big affiliate model that's been live on the web for the past 10 years?
Publishers get paid for the leads generated - or sales generated - and while they're taking a bit of risk in not getting the up-front revenue, perhaps they cash in big for high-ticket sales items like business services or consumer items like cars.
Taking risk is the name of the game. The advertisers have been shelling out money - and taking risk on ads - for fifty years. Isn't it time the publishers follow?
Forbes: Paid Online Content Can't Replace Ad Revenues
http://online.wsj.com/article/BT-CO-20100202-718079.html?mod=WSJ_World_MIDDLEHeadlinesEurope
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For decades, newspapers and magazines existed almost entirely on advertising revenue - with a splash of subscription revenue on the side.
Like Forbes, I also believe paid content can't replace ad revenue out of the gate - maybe never. After all, ad revenue is and was too big a piece of the pie. However, the shift to paid content, special premier subscriptions and the like must go forward.
Additionally, publishers must hold on to whatever's left of the ad revenue model as long as they can. However, I additionally suggest that publishers get into the RESULTS game quickly. Let me explain.
Ultimately, their advertisers want results. Results meaning, inquiries, leads, sales - revenue. Why not have the publisher partner-up with the advertiser - and get paid partially on results - kind of like the big affiliate model that's been live on the web for the past 10 years?
Publishers get paid for the leads generated - or sales generated - and while they're taking a bit of risk in not getting the up-front revenue, perhaps they cash in big for high-ticket sales items like business services or consumer items like cars.
Taking risk is the name of the game. The advertisers have been shelling out money - and taking risk on ads - for fifty years. Isn't it time the publishers follow?
Forbes: Paid Online Content Can't Replace Ad Revenues
http://online.wsj.com/article/BT-CO-20100202-718079.html?mod=WSJ_World_MIDDLEHeadlinesEurope
Back