Thursday, April 28, 2005
SimonWaldman.net � Google the rampant ad machine - what’s a publisher to do..?
SimonWaldman.net � Google the rampant ad machine - what’s a publisher to do..?: "ere is no way that traditional media organisations can compete at this pace. Or even at half this pace. This isn’t an act of self-flagellation, it’s just a matter of fact - for better or for worse.
Better, because some of the worst things done online by media organisations were done very quickly, very expensively and very badly. And better because when you have a business to protect as well as one to build, time to think can be an incredibly valuable asset. But worse, because…well, you can fill that bit in yourself.
Most of us are now looking at pretty healthy online businesses. We have big, growing audiences. We see revenue growth of 30% which looks wonderful compared to parent industries which all have question marks hanging over them. Much good work has been done, and much more is doubtless being planned.
But if we look around and want to retain our share of readers’ attention and advertisers’ wallets, it’s going to take probably double the effort,imagination and, frankly luck that even the best of us have had over the last five years."
Better, because some of the worst things done online by media organisations were done very quickly, very expensively and very badly. And better because when you have a business to protect as well as one to build, time to think can be an incredibly valuable asset. But worse, because…well, you can fill that bit in yourself.
Most of us are now looking at pretty healthy online businesses. We have big, growing audiences. We see revenue growth of 30% which looks wonderful compared to parent industries which all have question marks hanging over them. Much good work has been done, and much more is doubtless being planned.
But if we look around and want to retain our share of readers’ attention and advertisers’ wallets, it’s going to take probably double the effort,imagination and, frankly luck that even the best of us have had over the last five years."
