Tuesday, August 7, 2007

State the Obvious...Or Not

Today in the IAB SmartBrief and some other digital media newsletters the headline is trumpeted...

Report: Web ads will out earn U.S. newspapers by 2011
"The Net ad segment will expand by 21% a year to hit $62 billion in 2011, when it will surpass print, which is projected to reach $60 billion in the same time period, according to a report from Veronis Suhler Stevenson. The forecast also calls for broadcast TV, cable and satellite combined to reach $86 billion in 2011."

I ask this question, how much of that $62 billion in "web ads" will be on newspaper web sites? I have said this before a million times, but will say it again, no one, and I mean NO ONE is better positioned to leverage online advertising than newspapers. They are sitting pretty if someone at a major paper would pull their head out of the sand long enough to understand how they can deliver what they have delivered for years better than anyone else online - news. They already have the position, the brands and the reputation for serious journalism. They only have three weaknesses - 1. timeliness in a digital age and 2. an old crummy ad model that is crippled by point number one 3. an irrelevant obnoxious ad structure to their traditional paper product.

If anyone at our beloved local Indy Star is reading this (or at any other newspaper for that matter) I would be happy to come in and chat with you about a model that could help you trump Google in ad revenue and help you bridge over to the 21st Century. I am sitting on a 40 page document that spells it out step by step.

Click Here to read the full article that originally comes to us from the Financial Times.

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