Friday, March 09, 2007

False Impression: Web Publishing Is Easy

While many publishers are trying to get rich through online media, most are dying trying. Internet guru Tim O'Reilly writes that building a $50 million web publishing business requires incredible amounts of traffic given the low ad rates currently offered.

Even thought internet ad dollars are expected to keep flowing during the next few years, the fastest path to getting the millions of impressions per month is by aggregating content instead of building an uber-content site.

Because of this advertisers will have to adjust to the network model and become comfortable with having ads on a variety of sites. Ad networks will be of greater importance in verifying the credibility and worth of the dozens of unknown publishers that may be on the network.

Reporting -- through tracking individual website performance and monitoring click fraud -- will be paramount as advertisers get comfy working with smaller blogs and independent publishers.

By John Gartner at 02:22 PM | Comments (1)

(1) Thoughts on False Impression: Web Publishing Is Easy

I would tend to agree. I'm trying something similar with BeeTooBee as an experiment in seeing if enterprise marketers will use social news like consumers have taken to Digg. So far the results are mixed. Traffic is climbing, but slowly.

Comments by Brian King : Tuesday, March 13, 2007 at 02:38 PM

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