SEO Tricks: Changes in Online Publishing & Advertising

[SEO Manager]

Changes in Online Publishing & Advertising
 

<h3>Online Ad Networks in Despair</h3>
<p>Some ad networks are You are not allowed to view links. Register or Login and You are not allowed to view links. Register or Login. There have been many reports of internet ad networks dying recently, and most of them deserve to because they add no value...they are all hat no cattle. </p>

<div style="width:425px;text-align:left" id="__ss_725248"><a style="font:14px Helvetica,Arial,Sans-serif;display:block;margin:12px 0 3px 0;text-decoration:underline;" href="You are not allowed to view links. Register or Login" title="Mary Meeker Web 2.0 Presentation">Mary Meeker Web 2.0 Presentation</a><object style="margin:0px" width="425" height="355"><param name="movie" value="You are not allowed to view links. Register or Login" /><param name="allowFullScreen" value="true"/><param name="allowScriptAccess" value="always"/><embed src="You are not allowed to view links. Register or Login" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="355"></embed></object></div><img style="visibility:hidden;width:0px;height:0px;" border=0 width=0 height=0 src="You are not allowed to view links. Register or Login" />

<h3>Publishing Based Business Models in Decline</h3>
<p>Like the death of ad networks, many publishing based business models are in decline. </p>

<p>The yellow page companies that were worth billions are facing bankruptcy. </p>

<p>An encyclopedia that costs $3,000 is You are not allowed to view links. Register or Login, but with the speed of information online there is going to be a cap on how accurate and deep a generalist volume can be. The same is true for most web publishing business models. </p>

<p>Most content is a commodity, and it is hard to build a loyal PROFITABLE audience if you are in a generic vertical like news. The New York Times You are not allowed to view links. Register or Login.</p>

<p>Some of the most successful blogs now You are not allowed to view links. Register or Login:</p>

Almost all of the popular blogs today are commercial ventures with teams of writers, aggressive ad-sales operations, bloated sites, and strategies of self-linking. Some are good, some are boring, but to argue that they're part of a "blogosphere" that is distinguishable from the "mainstream media" seems more and more like an act of nostalgia, if not self-delusion.

<p>Nick Denton has sold off 1/3 of his blogging empire and claims that we are in for You are not allowed to view links. Register or Login.</p>

<p>Domain name owners, which hold an easy to operate passive revenue stream, have seen ad based earnings drop and have been You are not allowed to view links. Register or Login, as mentioned by You are not allowed to view links. Register or Login:</p>

"Historically, the domain services businesses. . . . have generated the majority of their gross profit from intermediating advertising revenue. As the advertising component of the industry has declined, industry profitability plummeted. Many service businesses that rely exclusively on advertising are no longer viable and the industry is ripe for consolidation.

Going forward the company sees secondary market domain name sales becoming a much more significant component of the industry . . ."

<p>And those who have a lot of consumer driven media inventory You are not allowed to view links. Register or Login:</p>

P&G's Ted McConnell pointed to the drumbeat of complaints about social networks being unable to monetize their sites.

"I have a reaction to that as a consumer advocate and an advertiser," he said. "What in heaven's name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?"

<h3>Are Networks the Right Approach?</h3>
<p>The web allows you to connect with people and build communities based around a shared interest. Where is the value in going with a no named ad network to sell inventory when you can change your business model from being a publisher into being You are not allowed to view links. Register or Login? Each day You are not allowed to view links. Register or Login. During the downturn You are not allowed to view links. Register or Login relationships, mindshares, and marketshare - even if it is not that profitable. Once the market returns You are not allowed to view links. Register or Login.</p>

<h3>How to Make Your Marketing More Integrated & Build a Community</h3>
<h4>Advertise the Advertisement</h4>
<p>Youtube allows you to You are not allowed to view links. Register or Login. Rob Snell created You are not allowed to view links. Register or Login.</p>

<h4>Get People to Talk About You</h4>
<p>The best advertising is not what you say about yourself, but You are not allowed to view links. Register or Login. That is why Graywolf You are not allowed to view links. Register or Login Viral Conversations, a new blog oriented ad network around reviewing physical products and real world services, marketed by giving away great content on You are not allowed to view links. Register or Login. </p>

<h4>Encourage Syndication</h4>
<p>You are not allowed to view links. Register or Login work well (particularly when you are not as chubby as I am...I soooo need to diet, and am getting on the eliptical machine as soon as I hit publish on this post </p>
<p><iframe width="336" height="251" frameborder="0" scrolling="no" src="You are not allowed to view links. Register or Login" /> </iframe></p>

<p>And if you can be You are not allowed to view links. Register or Login by a guy like Seth Godin that is even better. </p>
<p><embed src="You are not allowed to view links. Register or Login" type="application/x-shockwave-flash" width="640" height="510" allowscriptaccess="always" allowfullscreen="true"></embed> </p>
<p>Let Seth talk about the importance of ideas like</p>
<ul><li>direct communication between the person who uses the thing and makes the thing</li>
<li>amplifying consumers</li>
<li>the power of speed</li>
<li>the long tail</li>
<li>product ideas spread...not advertising ideas</li>
<li>its about focus, not size</li>
<li>be scarce or ubiquitous</li></ul>
<p>And sit back collecting inbound links. </p>

<h4>Be Original</h4>
<p>You are not allowed to view links. Register or Login, You are not allowed to view links. Register or Login, You are not allowed to view links. Register or Login, You are not allowed to view links. Register or Login, You are not allowed to view links. Register or Login, be the first to report on in the news topics You are not allowed to view links. Register or Login, You are not allowed to view links. Register or Login, or You are not allowed to view links. Register or Login.</p>

<h4>Give it Away</h4>
<p>You are not allowed to view links. Register or Login. Profits are is increasingly associated with social connection. </p>

<p>Rather than You are not allowed to view links. Register or Login to spend on marketing try to create something that is free that you can give away. Sell food? Offer free recipes and a free online cookbook. Sell software? Give away a lite version. Looking to build a platform? You are not allowed to view links. Register or Login. Sell consulting or information? Offer with papers and/or a blog. As you gain exposure you can give away less and spend more time and effort making your customer relationship deeper and more meaningful.</p>

<h3>Change is Constant</h3>
<p>As an online entrepreneur you can't be afraid of change. </p>
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