Posts tagged with The Wall Street Journal

Is online video destined to look like television programming?

Terrestrial television has been gutted by commercial fast-forwarding, but online that is not an option. And as much as people complain about pre-roll ads, they are increasingly watch them. As Brian Stelter notes in The New York Times today: "News Web sites are starting to look a lot less like newspapers and a lot more like television."

Can the networks reproduce the success of their old business model online by creating a limited quantity of quality video programming? Yes and no.

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Wall Street Journal study throws stones at ad networks

Web publishers have a long, tangled history with ad networks. Many newspapers and magazines rely on them to sell off unsold advertising online, but at the same time, they resent the networks for dragging down the value of their overall inventory.

Today in the Wall Street Journal, the ad network slamming continues. In an article about a new study by the Online Publishers Association, the paper subheads their story with the following: "Proprietary Content Is Better Channel Than Portals or 'Ad Networks'."

The implication is that advertisers are better off buying online ads through publishers than through those lowly ad networks. It may be in the best interest of publishers (like the Wall Street Journal) to slam networks and encourage advertisers to purchase their ads directly. But it isn't an either or situation. Publishers are giving ad networks inventory they can't sell on their own. These "remnant" ads are by default cheaper ad content. And smart advertisers are buying both.

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The future of media: It's all about trust

No one knows the silver bullet that will save media companies struggling to survive in today's economy, but more than a few media execs are certain of one thing: there will be a premium on trust. Speaking at IWantMedia's Future of Media: 2009 panel, Nick Denton, Craig Newmark and Jack Dorsey were agreed that success online will increasingly depend on consumer trust. (video here)

According to Newmark, the founder of Craig's List: "Trust is the new black."

This is increasingly a concern for media companies dependent on ads for revenue for a good reason: consumers don't trust advertising.

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