Comments on: What journalists need to know about online advertising

By: angina symptoms

angina symptoms — Fri, 02 Sep 2011 07:35:00 +0000

Maybe we should join forces?

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By: Daniel_Honigman

Daniel_Honigman — Thu, 05 Nov 2009 20:49:08 +0000

I agree with Steve completely. His 3C model is great, but newspapers aren't building the framework for direct sales, either online or within their sales structure. Sales teams aren't built to go door-to-door, showing people how to use these tools, showing people WHY these tools are important. And they must.

By: DanielHonigman

DanielHonigman — Thu, 05 Nov 2009 15:49:08 +0000

By: John Scholz

John Scholz — Wed, 28 Oct 2009 17:00:58 +0000

I still think local and niche publications/media outlets will hold onto their advertising dollars... because thats how people get their local information. When it comes to less populated areas or even suburbs of cities... their isn't as much demand for localized websites and people tend to stick to their local content providers... papers... radio stations... tv.

I don't have research to prove this, but it seems to me that the websites that are going to latch onto heavy advertising dollars in the future are websites that appeal to the national public.

As for your comment below... yes... I think that is a very big possibility to create portals for direct purchasing of local products... much like buying from Target.com or Bestbuy.com... but on a local level and for multiple stores through one portal. I don't know if marketers are eventually going to get spoiled and only concern themselves with impressions/click throughs... or if they are still going to realize the importance of creating a strong brand.

My favorite commercials are the ones that don't talk about the product or try to sell something, rather... do something fun and engaging... and splash the logo at the end. Pepsi's new advertising campaign for example focuses mainly and only on their new logo... but makes it visually stimulating and appealing in all facets... commercials... billboards... print ads... etc. Brand recognition is how you spark a decision in the back of someones head when they need a product that you sell.

By: lavrusik

lavrusik — Wed, 28 Oct 2009 16:23:36 +0000

Steve,
I think this is a great point. I think that especially locally small business who don't have their own websites can take advantage of a news website, who could provide the means to directly sell their product. I know that some organizations have experimented with selling products that are associated with the news organization, but why not a market place for the business community.

I think this is also essential for the piece on video advertising. Some small businesses don't have the means to create a video ad. News orgs should create a department that does this. Newspapers have had a staff that designs ads for print for years. Why not have similar folks that can make video ads for the website.

By: Steve Buttry

Steve Buttry — Wed, 28 Oct 2009 16:17:39 +0000

Vadim, I think this overlooks an important source of digital income, and that is that we need to start handling direct sales for our business customers. Businesses want more than eyeballs (which is our advertising mode); they want transactions and we can make that happen on digital platforms (Amazon, eBay, hotels, airlines, etc. have been doing it for years). I write about this in my Blueprint for the Complete Community Connection: http://bit.ly/RtJO7