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Old Media is Revolting (and New Media is Disgusting)
By dave_pasternack | March 24, 2008
Who put the librarians and the statisticians in charge of advertising? Who said that publishers funding expensive content should be forced to supply this same content to low-balling ad networks that commodify their premium inventory? Well, nobody — and it seems that the big publishers are finally lining up behind an approach that will take back their space from the stingy statisticians.
I’m talking about ESPN, which has decided that it would rather not sell its inventory than get reamed for a nickle on the dollar. I’m talking about other big Web publishers that have had enough, and decided to form an alliance that will shut out the low-ballers. As we all know, these are terrible times for Old Media and it’s plain that unless something is done to return control, they’re finished. Sure, this approach has been tried before (remember the New Century Network) but the pressures — both cyclical and secular — on Old Media are reaching a true pain point. A revolt is long overdue and this could get real ugly. If 100 or so of these publishers got together and banned the engines it could mean real trouble, and I’d bet that 2008 is the year that we see this battle joined.
Topics: I'm Mad as Hell and I'm Not Clicking on It Anymore, Old vs. New Media |
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