Opportunity for the quality option?
Today a friend working for a major portal was telling me about increasing demand from advertisers for something more than conventional adverts - in particular a demand to place sponsor driven content in their chosen editorial environment.
The same is echoed by by an article on Advertising Age about how GM are seeking to place extra sponsored content (in this case video) on chosen sites, not just ads. This is being positioned by AOL as a way of them being able to provide more high quality content on their site, but in reality advertising funded content, along with user generated content is liable to reduce the overall quality of what is offered to site visitors.
Surely this must point an opportunity for the quality option. Novel thought, but what about content produced by skilled editors, rather than advertisers and readers. Maybe there is a place for old media values in new media environments afterall. Maybe that's why FT own Pearson is forecasting record profits for 2006?
posted by Unknown @ 4:31 PM
3 comments
3 Comments:
There will always be a demand for good content. Subscribers will pay for it, consumers will happily pay to be entertained.
Advertisers will continue to want to be associated with all media that deliver their target market - so nothing new apart from the multitude of new distribution methods which is where many exciting new opportunities exist.
There's NOTHING new in the GM / AOL 'extra sponsored content' ... have we forgotten:
- the "PRESS RELEASE?" in the Trade/Business Print Media we're inundated with product promos masquerading as 'news'... trade mags print it because it may sweeten an advertiser.
- The ADVERTORIAL?
At a time when Advertisers are cuting budgets and demanding more from a Site owners -
Possibly you're correct a site by "skilled editors, rather than".... techie spotty 19 yr olds who know enough code to run some new whiz-bang application make billions from their following of sheep.... but then I quite like Ewe-tube.
hello anon.
i hear you on the press release front. as an editor, i categorically reject those kind of 'news anouncements.' unless they're from an advertiser, of course. (hoho)
more seriously, i was at a meeting this morning with the head of PwC's media practice and thought you might be interested to hear something he cited to me: apparently a huge chunk of what's most popular on 'ewetube' is not by the sheep but highly produced corporate stuff. and with all those deals google's been signing with large brands i guess that trend will just grow.
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